Vermeer Midwest
Vermeer Midwest is a privately held, 55-year-old Vermeer industrial equipment dealer operating 14 branches and 30+ mobile service vehicles across Illinois, Indiana, Michigan, and Missouri, serving utility, tree care, landscaping, and recycling contractors with equipment sales, rentals, parts, certified service, and financing.
- Company typePrivate
- Founded1971
- HeadquartersGoodfield, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Vermeer Midwest does
Vermeer Midwest is a privately held industrial equipment dealer founded in 1971 by Junior and Beverly Kool in Eureka, Illinois, and currently headquartered in Goodfield, IL. The company operates as an authorized dealer for Vermeer Corporation equipment and complementary brands (CTE aerial lifts, DCI locating systems, Fecon mulchers, Vector conveyors, BRON plows, Larson and Behnke trailers, SherrillTree arborist supplies), distributing directional drills, trenchers, brush chippers, stump cutters, horizontal and tub grinders, vacuum excavators, mini loaders, and surface miners. It supports customers across utility installation, tree care, landscaping, recycling and waste processing, vacuum excavation, surface mining, renewable energy construction, and pipeline end markets. The company is led by CEO Steve Kool, employs 101-250 people, and operates 14 full-service branches across Illinois, Indiana, Michigan, and Missouri, supported by 30+ mobile service vehicles.
The company's revenue model combines new and used equipment sales (hardware), monthly equipment rentals across all 14 locations, parts sales (including HDD tooling from Mincon, DCI, ProAction, Right Turn Supply), certified service and warranty work, and equipment financing delivered through a partnership with DLL (including the DLL Edge program). Pricing is quote-based on major equipment, with promotional structures offering 0% financing for 48 months on select units, attachment credits, and the Confidence Plus asset protection program. GTM is executed through territory managers, inside sales associates, dedicated HDD, utility, vac truck, recycling/forestry, and full-line specialists, with digital engagement via vermeermidwest.com, the On-the-Job blog, Tech Talks on YouTube, and active social channels on Facebook, Instagram, and LinkedIn.
Vermeer Midwest's underlying technology stack centers on the VermeerOne digital platform and Vermeer Telematics, which provide equipment health monitoring, GPS and geofencing, hours tracking, maintenance alerts, fuel consumption monitoring, and fault diagnostics for connected and non-connected Vermeer machines. Operational technology includes the BoreAid desktop bore-planning tool and the BoreAssist on-rig companion, the Ultra X3 quick-change HDD tooling system, DCI Falcon locating receivers, and a VR-based HDD Simulator used for operator training. The company has earned the Vermeer Pinnacle Award in both 2024 and 2025 for sales, aftermarket support, and training excellence, and is celebrating its 55th anniversary in 2026.
Vermeer Midwest firmographics
Firmographics- Name
- Vermeer Midwest
- Legal name
- Vermeer Midwest
- Website
- https://vermeermidwest.com
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Vermeer Midwest is a privately held, 55-year-old Vermeer industrial equipment dealer operating 14 branches and 30+ mobile service vehicles across Illinois, Indiana, Michigan, and Missouri, serving utility, tree care, landscaping, and recycling contractors with equipment sales, rentals, parts, certified service, and financing.
- Ownership category
- akta.pro rank
Vermeer Midwest industry classification
Industry- Product category
- Industrial Equipment Dealership
- NAICS
- Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810), Machinery, Equipment, and Supplies Merchant Wholesalers (4238)
- SIC
- Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Machinery, Equipment & Supplies (5080)
- akta.pro primary industry
- Bulk Material Handling Systems (Belt Conveyors, Feeders, Stackers, Reclaimers) (IMAHABAH)
- akta.pro secondary industry
- Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC)
Keywords
Where Vermeer Midwest is headquartered
LocationHeadquarters
- HQ city
- Goodfield
- HQ country
- United States
- HQ region
- North America
Offices14 records
Markets served
Vermeer Midwest business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Equipment Sales (New): Sale of new Vermeer equipment and complementary brand products including directional drills, brush chippers, stump cutters, trenchers, grinders, vacuum excavators, and other industrial equipment.
- Used Equipment Sales: Sale of pre-owned equipment from various manufacturers including Vermeer, Ford, Mack, Ditch Witch, Yanmar, Bandit, and others.
- Equipment Rentals: Monthly rental of Vermeer equipment for contractors needing to supplement fleet or requiring specialized machines. Available at all 14 locations in Illinois, Indiana, Michigan, and Missouri.
- Parts Sales: Sale of replacement parts, HDD tooling, tree care supplies, and accessories for all equipment brands carried. Includes HDD tooling from Mincon, DCI, ProAction, and Right Turn Supply.
- Service and Maintenance: On-site and in-shop service maintenance, repairs, and warranty work performed by certified technicians. Includes Confidence Plus asset protection program and planned maintenance services.
- Equipment Financing: Partnership with DLL and other financing partners to provide equipment leasing and financing solutions to customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Vermeer Telematics Base Package |
| Subscription | Annual | Vermeer Telematics Silver/Fleet Premium |
| Subscription | Multi-year contract | Summer Sales Program Financing |
| Subscription | One time/ perpetual license | Ultra X3 Loyalty Program |
| Subscription | Monthly | DLL Edge Financing |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels10 records
Vermeer Midwest product offering
Product offeringCore offering
Vermeer Midwest is an authorized regional dealer of Vermeer industrial equipment, selling new and used machinery for underground construction (horizontal directional drills, trenchers, vacuum excavators), tree care (brush chippers, stump cutters, whole tree chippers), landscaping, recycling/wood waste (horizontal and tub grinders, trommel screens), and surface mining. The dealer network complements equipment sales with parts supply, certified service and maintenance, equipment rentals, and equipment financing through partners such as DLL.
Product overview
Vermeer Midwest is a regional equipment dealer offering a comprehensive portfolio of Vermeer industrial equipment complemented by third-party brands. The core offering centers on underground construction equipment (directional drills, trenchers, vacuum excavators), vegetation management (brush chippers, stump cutters, whole tree chippers), and material processing (horizontal/tub grinders, trommel screens, compost turners). The product lineup spans utility installation, tree care, landscaping, recycling, and surface mining industries. Vermeer Midwest supports its equipment sales with parts supply, certified service technicians, equipment financing (DLL Edge), and the VermeerOne digital platform for equipment monitoring. Complementary equipment brands include CTE aerial lifts, DCI locating systems, Fecon mulching equipment, Vector conveyors, and BRON plows. The company operates 14 locations providing rentals, parts, and service across Illinois, Indiana, Michigan, and Missouri.
Differentiator
Problem solved
Functional benefit
Brands
- DLL Edge: Flexible financing solution for parts and service with interest-free terms and higher credit limits
- VermeerOne Platform
- Confidence Plus
Products and services
- Vermeer Industrial Equipment Sales
- Used Equipment Sales
- Equipment Rentals
- Parts Department
- Service and Maintenance
- Confidence Plus Asset Protection
- Equipment Financing
- DLL Edge Financing
- VermeerOne Platform
- Vermeer Productivity Tools
- HDD Simulator Training
- CTE Aerial Lifts
- DCI Locating Systems
- Fecon Mulching Equipment
- Vector Conveyors and Recycling Equipment
- Vacuum Excavators
Quantifiable outcome
- Minimal downtime through 30+ quick-response service vehicles and 14 branch locations
- +2 more outcomes
Companies that use Vermeer Midwest
Customer profileNamed customers8 records
Segments9 records
Ideal customer profiles3 records
Vermeer Midwest technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Vermeer Midwest partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- CTE North AmericacorePartnership to distribute CTE aerial lifts (TRACCESS compact crawler boom lifts) ranging from 51-88 ft. CTE is a leading European manufacturer with over 40 years of experience and over 17,000 platforms distributed worldwide.
- SherrillTreecoreDistribution partnership for SherrillTree arborist supplies including climbing equipment, rigging supplies, and tree care gear through all Vermeer Midwest locations.
- DCI (Digital Control Inc.)coreAuthorized distributor of DCI HDD locating equipment including Falcon receivers, Aurora remote displays, transmitters, and TeraTrak navigation systems.
- MinconminorHDD tooling supplier for drill bits, rock tooling, and related accessories available at all Vermeer Midwest locations.
- ProAction FluidsminorSupplier of HDD drilling fluids and mud products for horizontal directional drilling operations.
- Right Turn SupplyminorSupplier of drilling fluids and grouting muds for HDD operations.
- FeconcoreDistribution of Fecon mulching equipment including 325VST, 225VRT, 135VRT, and 155VST mulching tractors, plus Bull Hog attachments for land clearing and vegetation management.
- Vector (by MGL)coreDistribution of Vector conveyors and recycling equipment including wheeled and track conveyors, Site Boss feeders, coloring and coating machines, and VacMax recycling systems from 11-acre manufacturing facility.
- Behnke EnterprisesminorDistribution of Behnke reel trailers including Figure 8 cable trailers with full swing-out assemblies for directional drilling and utility applications.
- Larson Cable TrailersminorDistribution of Larson cable trailers for fiber optic cable installation, enabling efficient figure 8 cable preparation for HDD crews.
- BRON PlowsminorDistribution of BRON heavy equipment plows including models 150-585 with horsepower ranging from 225-550 and depths up to 90 inches for tough working conditions.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
Vermeer Midwest competitors and assessment
Company assessmentDirect peers
- Mountain West Vermeer: Another authorized Vermeer regional industrial equipment dealer serving a multi-state territory (Mountain West). Identical dealer business model — Vermeer OEM equipment plus complementary brands, plus parts, service, rentals, and financing — making it the most directly comparable peer for franchise economics, OEM dependencies, and operating benchmarks.
- Vermeer Texas – Lone Star: Authorized Vermeer regional dealer covering Texas with the same full-line dealership model: Vermeer HDD, tree care, and environmental equipment, complemented by brands such as Fecon, DCI, and others. Same OEM dependence, same parts/service/rental revenue mix, different regional geography.
Broad incumbents
- RDO Equipment Co. One of the largest John Deere construction and agriculture equipment dealer networks in North America, operating more than 75 locations across multiple states. Comparable as a multi-branch heavy equipment dealer with full parts, service, and financing operations, though larger, broader in product line (John Deere, Vermeer, and others) and more geographically diversified.
- Carter Machinery: Authorized Caterpillar dealer covering Virginia and surrounding Mid-Atlantic states with sales, rental, parts, and service across heavy construction, earthmoving, and power systems. Comparable as a large regional Caterpillar-focused dealer, similar in customer mix (utility, construction, infrastructure contractors) though with a different OEM.
- Ring Power Corporation: Major Caterpillar dealer serving Florida and Georgia with full construction, utility, and forestry equipment offerings, including integrated parts, service, and rental operations. Comparable as a multi-branch regional heavy equipment dealer serving contractors across multiple verticals, though larger and Caterpillar-focused.
- Holt Cat: Largest Caterpillar dealer in Texas, operating a multi-branch network for construction, forestry, and power generation equipment with full aftermarket and rental support. Same multi-branch regional dealership model, different OEM (Caterpillar versus Vermeer) and different geographic coverage.
- H&E Equipment Services: Public equipment services company (NASDAQ: HEES) operating aerial work platforms, cranes, and material handling equipment sales, rentals, parts, and service across the U.S. Comparable as a multi-branch industrial equipment dealer/rental business with diversified OEM relationships; its rental-heavy mix provides a benchmark for fleets and rental yield economics relevant to Vermeer Midwest.
- Sunbelt Rentals: Largest equipment rental company in North America (NYSE: SUN), offering aerial, earthmoving, material handling, and specialty equipment with branches nationwide. Comparable as a competing provider of rentals and used/aftermarket equipment to the same contractor customer base, though much larger and rental-led rather than sales-led.
Others
- Charles Machine Works (Ditch Witch): Manufacturer of Ditch Witch HDD drills, trenchers, and vacuum excavators, competing with Vermeer Corporation at the equipment level for the same underground utility contractor customers. Not a dealer peer, but the closest competing brand supplier into Vermeer Midwest's installed base, shaping OEM pricing, residual values, and competitive positioning.
- Vermeer Corporation: OEM manufacturer of the core equipment line that Vermeer Midwest distributes, services, and finances across the Midwest. Vermeer Corporation is Vermeer Midwest's principal supplier and partnership counterparty; its product roadmap, dealer allocations, and digital platforms (VermeerOne, telematics, BoreAid) define the services stack Vermeer Midwest delivers to its customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Vermeer Midwest social profiles
Digital presenceVermeer Midwest financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vermeer Midwest leadership team
Management profileNumber of profiles
Profiles9 records
Vermeer Midwest funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vermeer Midwest M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vermeer Midwest
What does Vermeer Midwest do?
Vermeer Midwest is an authorized regional dealer of Vermeer industrial equipment, selling new and used machinery for underground construction (horizontal directional drills, trenchers, vacuum excavators), tree care (brush chippers, stump cutters, whole tree chippers), landscaping, recycling/wood waste (horizontal and tub grinders, trommel screens), and surface mining. The dealer network complements equipment sales with parts supply, certified service and maintenance, equipment rentals, and equipment financing through partners such as DLL.
Is Vermeer Midwest a public or private company?
Vermeer Midwest is a private company. It is classified as family owned and is currently operating.
When was Vermeer Midwest founded?
Vermeer Midwest was founded in 1971. It employs 101 to 250 people.
Where is Vermeer Midwest based?
Vermeer Midwest is headquartered in Goodfield, United States, in the North America region.
How does Vermeer Midwest make money?
Six revenue lines are on record. Equipment Sales (New) is the primary driver. The others are used Equipment Sales, equipment Rentals, parts Sales, service and Maintenance and equipment Financing.
Who are Vermeer Midwest's main competitors?
Direct peers on record are Mountain West Vermeer and Vermeer Texas – Lone Star. Broad incumbents are RDO Equipment Co., Carter Machinery, Ring Power Corporation, Holt Cat, H&E Equipment Services and Sunbelt Rentals. Others are Charles Machine Works (Ditch Witch) and Vermeer Corporation.
Does Vermeer Midwest have an API?
No public API is recorded for Vermeer Midwest.
What industry is Vermeer Midwest in?
Vermeer Midwest's product category is Industrial Equipment Dealership. Its primary akta.pro industry code is IMAHABAH, Bulk Material Handling Systems (Belt Conveyors, Feeders, Stackers, Reclaimers), with a secondary code of AFAAAAAC, Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks). Its NAICS code is 423810 and its SIC code is 5082.