Vermeer Southeast Sales & Service

What Vermeer Southeast Sales & Service does

Vermeer Southeast Sales & Service, Inc. is a full-service heavy industrial equipment dealership serving the Southeast United States from 11 physical locations across Alabama, Georgia, and Florida, with headquarters in Ocoee, FL near Orlando. Founded in 1967 by Merle Den Besten and Mel Bokhoven, the company became 100% employee-owned through an ESOP in January 2019 and now employs over 200 team members. Its primary offering is the Vermeer industrial equipment portfolio spanning 25+ product categories, including horizontal directional drills, brush chippers, stump cutters, trenchers, vacuum excavators, horizontal and tub grinders, compost turners, mini skid steers, and the new ML Series mini loaders launched October 2025. VSE complements Vermeer with authorized dealerships for CTE aerial lifts (added October 2024), BRON utility plows, Fecon mulching equipment, DCI DigiTrak locating systems, Mincon HDD hammers, Vector conveyors, Larson cable trailers, and Sherrilltree arborist supplies.

The company's revenue model is multi-stream: new equipment sales, used equipment resale (asking prices ranging from $5,900 to $575,000), short- and long-term equipment rental delivered to job sites, parts supply for both Vermeer and non-Vermeer equipment, on-site certified maintenance via service trucks, equipment financing through relationships with lenders including DLL, the Vermeer Confidence Plus transferable extended warranty, and specialized training programs (HDD fundamentals, HDD simulator, arborist training, IPAF MEWP operator certification at $1,200 per first trainee). Proprietary technology includes the VermeerOne platform (equipment health, fault codes, maintenance history, parts manuals), Vermeer Telematics (GPS, geofencing, hours tracking included for 3 years on new machines), and HDD productivity tools (BoreAid design, BoreAssist on-rig software, integration with DCI LWD).

The go-to-market is enterprise field sales organized by territory and product specialty (Full Line, Underground, Tree Care/Rental/Landscape, Inside Sales with bilingual support), augmented by event-driven demand generation through training programs and customer events, and supported by inside sales and online self-service for parts, service requests, and financing applications. Customer segments are predominantly SMB contractors across underground construction (HDD contractors, fiber optic installers, utility contractors), tree care and arborist services, recycling and wood waste processing, landscape and groundwork, with secondary exposure to pipeline, surface mining, rental businesses, and renewable energy. End customers named in case studies (Alpha Tree Services, General Underground, Stephens Contracting, Workman Forestry, Southwest Florida Cable Construction, TeeTop Stump Grinding, TB Landmark, Only Trees, Crystal Creek Inert Landfill, Fiber Pro, Odie Bore, A Budget Tree Service, Father Nature Landscapes, Bore Tech Utilities & Maintenance, Southern Directional) skew heavily toward micro/small businesses. The company emphasizes a values-driven, employee-owned culture rooted in its SHINE values framework, formalized through its partnership with The Leader Team.

Name

Vermeer Southeast Sales & Service

Legal name

Vermeer Southeast Sales & Service, Inc.

Website

https://vermeersoutheast.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

51–100 employees

Short description

Vermeer Southeast Sales & Service is a 100% employee-owned full-service heavy industrial equipment dealership distributing Vermeer and complementary brands across 11 Alabama, Georgia, and Florida locations, serving SMB contractors in underground construction, tree care, recycling, and landscaping with sales, rentals, parts, service, financing, and training.

Ownership category

akta.pro rank

Product category

Heavy Equipment Dealership and Distribution

NAICS

Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810), Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241), Service Establishment Equipment and Supplies Merchant Wholesalers (42385)

SIC

Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Construction, Mining & Materials Handling Machinery & Equip (3530), Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Loading/Unloading & Transfer Equipment (Telescopic Conveyors, Loaders, Tipplers) (IMAHABAI)

akta.pro secondary industries

Bulk Material Handling Systems (Belt Conveyors, Feeders, Stackers, Reclaimers) (IMAHABAH), Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC)

Keywords

• Heavy equipment dealership
• Underground construction equipment
• Tree care equipment
• Horizontal directional drilling
• Recycling and forestry equipment

Headquarters

HQ city

Flushing

HQ country

United States

HQ region

North America

Offices12 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. New Equipment Sales: Sales of new Vermeer equipment including directional drills, brush chippers, stump cutters, trenchers, grinders, vacuum excavators, and mini loaders across 12+ industry categories. Also distributes other manufacturer brands (CTE, BRON, Fecon, DCI, Mincon, Vector, Larson).
2. Used Equipment Sales: Resale of pre-owned Vermeer and Yanmar equipment, attachments, and trailers through 11 locations. Inventory includes trenchers, directional drills, vacuum trucks, grinders, and chippers.
3. Equipment Rentals: Short and long-term rental of Vermeer equipment including vacuum excavators, horizontal directional drills, rockwheel trenchers, track trenchers, and recycling equipment. Delivered to customer locations across AL, GA, FL.
4. Parts Sales: Parts sales for Vermeer equipment and non-Vermeer equipment. Parts specialists source hard-to-find items. Includes HDD tooling, tree care supplies, and accessories.
5. Service & Maintenance: Certified service technicians provide on-site maintenance, repairs, and support via fleet of service trucks. Service managers at each location coordinate scheduling.
6. Financing Services: Finance department utilizes Vermeer's industry relationships with equipment lenders to arrange purchase or lease financing for customers. Processes one-page applications and manages documentation through funding.
7. Confidence Plus Asset Protection: Extended warranty and asset protection program covering maintenance intervals, parts, fluids, and labor. Can be added to purchase finance or lease, or added during warranty period.
8. Training Programs: IPA F-certified MEWP operator training ($1,200 first trainee, $250 additional), HDD fundamentals (2-day courses), custom field training, and simulator-based training at Marietta and Ocoee locations or on-site via mobile trailer.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Vermeer Southeast Sales & Service is a full-service authorized Vermeer industrial equipment dealer distributing new and used equipment (directional drills, brush chippers, stump cutters, vacuum excavators, horizontal grinders, mini loaders, trenchers, and more) across 25+ product lines through 11 locations in Alabama, Georgia, and Florida. The company complements equipment sales with parts supply, certified service and maintenance, short- and long-term rentals, equipment financing facilitation, the Confidence Plus extended warranty, and specialized operator training (HDD fundamentals, arborist, MEWP, and HDD simulator). It also distributes complementary partner brands including CTE aerial lifts, BRON plows, Fecon mulching equipment, DCI locators, Mincon HDD hammers, Vector conveyors, Larson cable trailers, and Sherrilltree arborist supplies.

Product overview

Vermeer Southeast Sales & Service is a full-service heavy equipment dealer offering Vermeer's core industrial equipment portfolio alongside complementary partner brands. The primary offering is the Vermeer equipment line covering 25+ product categories for underground construction (directional drills, trenchers, vacuum excavators), tree care (brush chippers, stump cutters, whole tree chippers, aerial lifts), and recycling/forestry (horizontal grinders, tub grinders, trommel screens, compost turners). The VermeerOne digital platform connects equipment to dealers for monitoring and fleet management. The portfolio also includes four new ML Series mini loaders (ML80, ML100, ML130, ML150) launched October 2025. Partner brands expand capabilities: CTE aerial lifts (51-88 ft crawler boom lifts), BRON utility plows (225-550 HP, 60-90 inch depth), Fecon mulching equipment, DCI DigiTrak locating systems, Mincon HDD hammers, Vector conveyors, Larson cable trailers, and McLaughlin locators. Services include parts supply, certified maintenance, equipment rentals, financing, Confidence Plus extended warranty, and specialized training (arborist, HDD fundamentals, HDD simulator, MEWP operator). The company operates 11 locations in Alabama, Georgia, and Florida as a 100% employee-owned ESOP since 2019.

Differentiator

Problem solved

Functional benefit

Products and services

• Vermeer Directional Drills Horizontal directional drilling rigs for trenchless installation of utilities, pipelines, fiber optic cables, and conduits, sold and supported to HDD contractors across the Southeast US.
• Vermeer Brush Chippers Heavy-duty brush chippers for tree care and arborist contractors processing limbs and woody debris into mulch.
• Vermeer Stump Cutters Stump cutters for arborists and tree care companies to remove tree stumps on residential and commercial jobsites.
• Vermeer Vacuum Excavators Truck and trailer-mounted vacuum excavation equipment for utility contractors needing safe digging near underground infrastructure.
• Vermeer Horizontal Grinders Mobile horizontal grinding equipment for wood waste recyclers, mulch producers, and biomass processors in the Southeast US.
• Vermeer ML Series Mini Loaders Next-generation compact mini loaders for tree care, landscape, and construction applications. ML80 (760-lb ROC, 25-hp), ML100 (950-lb ROC, turbo 25-hp), ML130 (1,270-lb ROC, 40-hp turbo), ML150 (1,530-lb ROC, 40-hp turbo). Radial and vertical lift path options.
• CTE Traccess Aerial Lifts Italian-made compact crawler boom lifts from 51-88 ft working height for construction, tree care, and facility maintenance, including Traccess 160/51, 230/75, and 270/88 models.
• BRON Utility Plows Utility tractors and plows (BRON 150, 175, 250, 350, 585) for underground cable and pipe installation, including vibratory plows, static plows, and wheel trenchers.
• Fecon Mulching Equipment Mulching tractors (135VRT, 225VST, 325VST), Bull Hog attachments, and SHX12 Stumpex stump grinders for land clearing and vegetation management.
• DCI DigiTrak HDD Locating Systems HDD locating systems including DigiTrak Falcon F5+, F2+, F1 locators, Aurora remote displays, TeraTrak R1 topography system, and AF8/AF10 transmitters.
• Used Equipment Resale of pre-owned Vermeer and Yanmar equipment, attachments, and trailers across 11 locations in Alabama, Georgia, and Florida.
• Equipment Rentals Short-term and long-term equipment rental of vacuum excavators, horizontal directional drills, rockwheel trenchers, track trenchers, and recycling equipment delivered across AL, GA, FL.
• Parts Supply Genuine Vermeer parts, HDD tooling, tree care and arborist supplies, and hard-to-find parts for non-Vermeer equipment, available through 11 store locations.
• Equipment Service & Maintenance Certified maintenance, repair, and on-site field service performed by Vermeer-certified technicians via a fleet of service trucks across the Southeast US.
• Equipment Financing Purchase and lease financing facilitated through Vermeer industry lender relationships, including single-page applications and documentation handling through funding.
• Confidence Plus Asset Protection Extended warranty and fixed-cost maintenance program covering service intervals, parts, fluids, and labor with transferable coverage and price protection.
• VermeerOne Digital Platform Digital platform connecting Vermeer equipment owners with dealers for monitoring machine health, location, fault codes, hours, fuel usage, geofencing, maintenance history, parts manuals, and proactive maintenance reminders.
• Training Programs Specialized training including arborist training, 2-day HDD Fundamentals courses, custom field training, and IPAF-certified MEWP operator training ($1,200 first trainee, $250 per additional).
• HDD Simulator Training Virtual reality HDD training using Vermeer HDD Simulator 2.0 covering drilling theory, drill fluids, soil types, safety, bore planning, carve steering, and reamers/pullback, with 800 total feet drilled per trainee.

Quantifiable outcome

• Vermeer Pinnacle Award recognition for providing superior customer experience
• +2 more outcomes

Named customers15 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, minor and flagship.

• CTEcoreChannel Partner/ Reseller/ Distributor · 1 October 2024Vermeer Southeast is an authorized CTE aerial lift dealer and service center. Offers the full line of CTE Traccess compact crawler boom lifts (51-88 ft working heights) for construction, tree care, facility maintenance, and access challenges. CTE is an Italian manufacturer with 40+ years building safe, reliable aerial products with over 17,000 platforms distributed worldwide.
• BRON PlowscoreChannel Partner/ Reseller/ DistributorBRON has been designing, manufacturing, and marketing heavy equipment and attachments since 1974. Products include static and vibratory utility plows, agricultural drainage plows, hydraulic plows, pipelayers, cable removal plows, and rubber track undercarriages. VSE distributes BRON equipment for underground cable and utility installation.
• FeconcoreChannel Partner/ Reseller/ DistributorFecon manufactures the most durable mulching heads on the market for over 30 years. Products include 135VRT, 225VST, and 325VST mulching tractors, Bull Hog attachments, and SHX12 Stumpex stump grinders. VSE sells Fecon equipment for land clearing and vegetation management.
• Digital Control Inc. (DCI)coreTechnology or IntegrationDCI revolutionized the HDD industry with the introduction of DigiTrak Locating system in 1991. Products include DigiTrak ARES, Falcon F5+/F2+/F1 locators, TeraTrak R1, Aurora remote displays, and transmitters. DCI products are standard locating equipment for Vermeer directional drills.
• MinconcoreChannel Partner/ Reseller/ DistributorMincon specializes in HDD drilling systems with over 45 years of engineering excellence. Products include pilot hammers (3.5"-7.25") and reamers (10"-18") using High Frequency Cycle technology for hard rock applications. All Mincon HDD hammers work with conventional directional drill rigs using standard locating systems.
• Vector Equipment (MGL)minorChannel Partner/ Reseller/ DistributorVector Conveyors & Recycling manufactures material processing equipment from an 11-acre facility. Products include wheeled and track conveyors (VX80, VT80, VT65, VT50), Site Boss feeder/stackers, coloring and coating systems (616, 725), and VACMAX recycling equipment.
• Larson Cable TrailersminorChannel Partner/ Reseller/ DistributorLarson Cable Trailers provides solutions for power and fiber optic industry professionals. Products include LCT-5620 (5,600 lb payload) and LCT-7500 (7,500 lb payload) with Figure 8 device for rapid fiber optic cable handling.
• SherrilltreecoreChannel Partner/ Reseller/ DistributorSherrilltree supplies arborist equipment including climbing rope, harnesses, safety gear, spurs, rigging equipment, and protective clothing. VSE carries full SherrillTree product line and maintains eCatalog access for customers.
• Vermeer CorporationflagshipOEM/ Whitelabel/ Licensing PartnerVermeer Corporation manufactures the equipment VSE sells, services, and rents. Parent company provides factory certification for technicians, access to VermeerOne platform, Confidence Plus program, and telematics. Vermeer employs 3,500+ people globally with 100+ year history.
• VermeerflagshipChannel Partner/ Reseller/ DistributorVermeer manufactures vacuum excavation technology, equipment, training, and support for the underground utility and soft dig markets. Truck vacs (spoiler tanks 1,300-16 yd3) and trailer vacs available. Nearly 125 years of vacuum excavation innovation.
• US Compost CouncilminorOthersBlaize Van Rheenen, Georgia Recycling & Forestry Specialist, is a member of the US Compost Council and is leading the Georgia Compost Council during its formative phase.
• The Leader TeamminorStrategic or Co-development PartnerPartnership organization focused on faith, entrepreneurship, and people-first leadership. Supports individuals creating meaningful change in communities. VSE's SHINE values extend through this partnership into communities around the world.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Ditch Witch (Charles Machine Works): Ditch Witch is the primary competing HDD/directional drill manufacturer and dealer network, selling direct and through its own dealers across the same underground construction and utility installation verticals VSE serves. Highly comparable on product (directional drills, trenchers, vacuum excavators) and target customer (HDD contractors).
• Vermeer Texas-Louisiana: Vermeer Texas-Louisiana is a sibling authorized Vermeer dealer covering Texas and Louisiana with the same business model (multi-brand equipment sales, rentals, parts, service). Most directly comparable on operating model, product mix, and customer base.
• Vermeer Midwest: Vermeer Midwest is a sibling authorized Vermeer dealer in the upper Midwest with comparable size, multi-location footprint, and full-service dealership model. Directly comparable business model, product lines, and Vermeer-aligned GTM.
• Ring Power Corporation: Ring Power is a Florida-based authorized Caterpillar heavy equipment dealer operating a large multi-location footprint across the same Southeast geography as VSE, offering new/used equipment, rentals, parts, and service. Highly comparable on territory, scale, and full-service dealership model.
• H&E Equipment Services: H&E Equipment Services is a publicly traded heavy equipment distributor and rental provider operating across the southern US with multi-brand offerings and integrated rentals. Comparable on dealership-plus-rental model, customer segments, and revenue mix.

Broad incumbents

• Caterpillar Inc. Caterpillar is the dominant global heavy equipment OEM whose dealer network (including Ring Power) directly competes with VSE in earthmoving, trenching, and material handling segments. Compares as the broad incumbent shaping dealer economics and customer expectations across VSE's verticals.
• United Rentals, Inc. United Rentals is the largest equipment rental company in North America with a national fleet and growing specialty HDD/tree-care offerings. Comparable as an incumbent competing with VSE's rental business for project-based and emergency equipment needs.
• Sunbelt Rentals: Sunbelt Rentals is the second-largest equipment rental company in North America with broad specialty and industrial offerings, increasingly competing in HDD and tree-care rental segments. Comparable as a broad incumbent in VSE's rental growth lane.
• Bobcat Company: Bobcat is a major compact equipment manufacturer (skid steers, mini loaders, compact track loaders) whose authorized dealer network competes with VSE in landscaping, tree-care, and rental fleet segments — including directly with Vermeer's new ML series mini loaders.

Others

• Vermeer Corporation: Vermeer Corporation is the parent OEM that supplies the core equipment portfolio, telematics (VermeerOne), and Confidence Plus program to VSE. Included as a key supplier/ecosystem relationship rather than a competitor — VSE's success is tightly coupled with Vermeer's product roadmap and dealer-program economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@vermeersoutheast
• Facebookfacebook.com/vermeersoutheast
• LinkedInlinkedin.com/company/vermeer-southeast-sales-&-svc/?viewAsMember=true
• Instagraminstagram.com/vermeersoutheast

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vermeer Southeast Sales & Service