Sellars

What Sellars does

Sellars Agriculture Ltd. is a privately held Scottish agricultural machinery dealership headquartered in Oldmeldrum and operating seven branches across Scotland covering Aberdeenshire, Fife, Moray, Angus, Perth, Stirling, and Invergordon. The company is an authorized dealer of CLAAS, the European market leader in combine harvesters, and distributes the full CLAAS range including tractors (XERION, AXION, ARION, ATOS, ELIOS, NEXOS — over 50 models from 75 to 530 hp), combine harvesters (LEXION, TUCANO, AVERO), JAGUAR forage harvesters, QUADRANT/ROLLANT/VARIANT balers, SCORPION telehandlers, DISCO and CORTO mowers, LINER rakes, VOLTO tedders, and TORION wheel loaders. Sellars complements the CLAAS line with approximately 25 additional franchise brands including Lemken, Stewart, Major, Mecmar, Trioliet, and Einbock to cover soil cultivation, drilling, slurry handling, feeding, drying, and grassland operations.

The business operates across five revenue streams: new machinery sales, used machinery sales, parts sales (CLAAS ORIGINAL and Silverline for older machines, plus oils, batteries, crop packaging, and filters), service and maintenance (extended warranty, out-of-season servicing, LOLER testing, CESAR DATA tagging, Remote Service diagnostics), and finance referral through CLAAS Financial Services. Digital agriculture features include the CLAAS connect farm management platform, CEMIS 1200 smart terminal, satellite correction signals, and DataConnect cross-OEM cloud data exchange. Go-to-market is enterprise field sales delivered through the seven-branch network with face-to-face consultation, local service managers, online stock browsing, and a bi-annual HarvesTimes magazine. Pricing is quote-based on new equipment and per-machine on used equipment, with no public price list; finance is facilitated through CLAAS Financial Services.

Sellars is registered in Scotland (SC266513) and operates as a private limited company. Beyond its core distribution role, the company runs a structured apprenticeship programme via the CLAAS UK Saxham Training Academy and offers undergraduate placements and service engineer career tracks, building a long-term technical workforce pipeline for its dealer footprint.

Name

Sellars

Legal name

Sellars Agriculture Ltd.

Website

https://sellars.claas-dealer.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Sellars Agriculture Ltd. is a Scottish CLAAS agricultural machinery dealer operating seven branches across Scotland, selling new and used CLAAS tractors, combines, forage harvesters, balers, telehandlers, mowers, and wheel loaders alongside 25-plus franchise brands, with parts, servicing, digital farming solutions, and finance referral for arable farmers and agricultural contractors.

Ownership category

akta.pro rank

Product category

Agricultural Machinery Dealership

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Farm and Garden Machinery and Equipment Merchant Wholesalers (423820), Agricultural Implement Manufacturing (33311)

SIC

Farm Machinery & Equipment (3523), Wholesale-Machinery, Equipment & Supplies (5080), Agricultural Services (700)

akta.pro primary industry

Harvesting & Forage Equipment (IMAHACAD)

akta.pro secondary industries

Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH), Hay & Bale Handling Equipment (IMAHACAF), Farm Material Handling & Attachments (Loaders/Implements) (IMAHACAI)

Keywords

• Agricultural machinery sales
• Agricultural equipment dealer
• Farm machinery servicing
• Agricultural parts supply
• Precision farming solutions

Headquarters

HQ city

Oldmeldrum

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. New Agricultural Machinery Sales: Sale of new agricultural machinery including tractors, combines, forage harvesters, balers, telehandlers, mowers and other equipment from CLAAS and other franchise brands
2. Used Agricultural Machinery Sales: Sale of second-hand and pre-owned agricultural equipment including CLAAS JAGUAR, LEXION, ARION series and other brands such as Renault, John Deere, Kuhn, Case IH and Kverneland
3. Parts Sales: Sale of spare parts for CLAAS machinery and franchise products, including oils, batteries, crop packaging materials, filters, drive belts and drive chains. Offers CLAAS ORIGINAL spare parts and CLAAS Silverline parts for older machines
4. Service and Maintenance: Servicing of agricultural machinery including winter service appraisals, extended warranty services, maintenance contracts, trailer brake testing, forklift testing, LOLER testing, and CESAR DATA tagging. Focus on CLAAS machines but other brands accommodated
5. Finance Services: Referral to CLAAS Financial Services for specialist agricultural finance solutions to fund machinery purchases

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Sellars Agriculture Ltd. is an authorized CLAAS agricultural machinery dealer operating 7 branches across Scotland. It sells new and used farm machinery (CLAAS tractors, combine harvesters, JAGUAR forage harvesters, balers, SCORPION telehandlers, mowers, rakes, tedders, TORION wheel loaders) along with complementary franchises (Lemken, Stewart, Major, Mecmar, Kramer, Twose), operates a parts department supplying CLAAS original, Silverline, oils, batteries and crop packaging, and provides a servicing/repair facility including warranty work, out-of-season servicing, operator training, LOLER testing, and CESAR tagging. It also offers digital farming solutions (CLAAS connect, CEMIS 1200, Remote Service) and finance referrals.

Product overview

Sellars is part of the CLAAS dealer network operating 7 branches across Scotland (Oldmeldrum, Cupar, Forres, Invergordon, Huntly, Letham, Perth and Stirling). The company sells the full range of new and used CLAAS agricultural machinery including tractors (over 50 models from 75-530 hp), combine harvesters (LEXION, TUCANO, AVERO), forage harvesters (JAGUAR series), balers (QUADRANT, ROLLANT, VARIANT), telehandlers (SCORPION), mowers (DISCO, CORTO), rakes and tedders (LINER, VOLTO), and wheel loaders (TORION). Beyond CLAAS, Sellars distributes equipment from Lemken (soil cultivation), Major (slurry), Mecmar (grain driers), Stewart (trailers), Twose, and approximately 20 other franchise brands. The company provides comprehensive parts and service support including Oils, Batteries, Crop Packaging, Parts Doc online catalogue, Silverline Parts for older machines, MAXI CARE Extended Warranty, Out of Season Servicing, Operator Training, LOLER Testing, CESAR DATA Tagging, and Remote Service diagnostics. Digital Solutions include CLAAS connect, CEMIS 1200, Correction Signals, and DataConnect for cloud-based data exchange. CLAAS Financial Services offers specialist agricultural finance.

Differentiator

Problem solved

Functional benefit

Products and services

• New Agricultural Machinery Sales
• Used Agricultural Machinery Sales
• Parts Department
• Service and Maintenance
• CLAAS Financial Services
• Lemken Equipment
• Stewart Trailers
• Major Grass and Slurry Machinery
• Mecmar Mobile Grain Driers
• Kramer Wheel Loaders
• Twose Hedgecutters and Toppers
• CLAAS connect Digital Farming Platform
• CEMIS 1200 Smart Terminal
• Remote Service
• MAXI CARE Extended Warranty
• Out of Season Servicing
• Operator Training
• LOLER Testing
• CESAR DATA Tagging
• CLAAS Apprenticeship Programme

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature5 records

Partnerships

14 partnerships are on record, tiered primary, core and supporting.

• CLAASprimaryChannel Partner/ Reseller/ DistributorCLAAS is a family business founded in 1913 and is a leading manufacturer of agricultural engineering equipment globally. CLAAS is the European market leader in combine harvesters. Sellars is part of the CLAAS dealer network.
• LemkencoreChannel Partner/ Reseller/ DistributorLEMKEN is a specialist for professional arable farming with annual sales of EUR 380 million and a global company employing more than 1,600 staff. Founded as a blacksmith's shop in 1780, this family-operated company produces high-quality agricultural implements for soil cultivation, seeding and plant protection.
• StewartcoreChannel Partner/ Reseller/ DistributorStewart trailers are manufactured in a modern facility in rolling Aberdeenshire countryside in north-east Scotland and sold throughout the UK and abroad by appointed agents.
• MajorcoreChannel Partner/ Reseller/ DistributorMajor Equipment (Intl) Ltd is an award-winning manufacturer of innovatively designed agricultural machinery, professional mowers and construction equipment. More than 65% of machinery produced is exported worldwide. Specializes in grass and slurry machinery with slurry tankers available in capacities from 1150 to 2000 gallons.
• MecmarcoreChannel Partner/ Reseller/ DistributorMecmar designs and manufactures mobile discontinuous dryers and tower continuous dryers for rice, wheat, corn, soybean, sorghum, barley and roasters for soybean. Standing by farmers at worldwide level with alternative heat sources for drying.
• TriolietcoreChannel Partner/ Reseller/ DistributorTrioliet is a complete provider of premium feeding technology for dairy farms offering a specialist range of livestock feeding machines such as silage cutters, diet feeders, self-loading or self-propelled feed mixers and complete automatic feeding systems.
• EinbockcoreChannel Partner/ Reseller/ DistributorThe Einbock Company was founded in 1934 and produces grass harrows and seeders. The modern factory is situated approximately 40 miles west of Linz with investment in laser cutter and robot welders.
• Balers ChoicesupportingChannel Partner/ Reseller/ DistributorBalers Choice is a specialist in the baler accessory market for precision moisture, application and traceability products for precision baling of silage, hay and straw.
• BriggssupportingChannel Partner/ Reseller/ DistributorAward-winning manufacturer and supplier of market-leading irrigation and dirty water dispersal equipment.
• Grange MachinerysupportingChannel Partner/ Reseller/ DistributorGrange Machinery distributes Low-Disturbance Toolbars that help lower the cost of crop establishment and provide versatility for farming systems.
• HorizonsupportingChannel Partner/ Reseller/ DistributorHorizon Agriculture focuses on soil preservation and maintenance with their philosophy at the heart of everything they do - soil layers are known as 'horizons'.
• Nexus ChafersupportingChannel Partner/ Reseller/ DistributorDesigned and built in the United Kingdom, Chafer and Horstine are experts in the application of liquid and granular products with trailed and self-propelled crop sprayers.
• TeaglesupportingChannel Partner/ Reseller/ DistributorTeagle is a market-leading manufacturer and global distributor of robust, reliable and precision-made Agricultural Machinery.
• TwosesupportingChannel Partner/ Reseller/ DistributorAfter 185 years in business, Twose is a world-leading agricultural company selling hedgecutters, rakes, rollers and flex wing mowers.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rickerby Ltd: CLAAS dealer group operating across Cumbria, North and North-East England with multiple branches selling new and used CLAAS machinery, parts and service. Directly comparable as a multi-branch CLAAS franchise peer to Sellars in an adjacent UK region.
• Masons Kings: CLAAS dealer for the South-West of England, selling the full CLAAS range alongside other franchises plus parts and service. Directly comparable regional CLAAS dealer with similar multi-product, multi-branch model.
• Thomas Sherriff & Co: Long-established CLAAS dealer in the Scottish Borders and North of England. Direct competitor for the same CLAAS franchise in overlapping UK territory with similar full-line machinery and aftermarket offering.
• Ben Burgess & Co: John Deere dealer group with multiple branches across East Anglia and the Midlands selling tractors, combines and precision-ag technology plus parts and service. Comparable multi-branch agricultural machinery dealer serving commercial UK farms.
• Chandlers (Chandlers Farm Equipment): AGCO/Massey Ferguson dealer group with branches across the Midlands and South selling tractors, combines, telehandlers and groundscare equipment with full service and parts support. Comparable multi-branch agricultural equipment dealer in the UK.
• Farol Ltd: John Deere dealer with branches across the Midlands and South of England offering new and used machinery, parts, service and precision-ag solutions. Directly comparable multi-branch agricultural dealer serving arable and livestock farms.
• Ernest Doe & Sons: Case IH dealer group with branches across East Anglia and South-East England selling tractors, combines and implements with full service and parts support. Comparable UK multi-branch agricultural machinery dealer with adjacent OEM franchise.
• Ripon Farm Services: John Deere dealer group serving Yorkshire and the North of England with branches selling new and used machinery plus parts, service and precision-ag support. Comparable regional multi-branch agricultural dealer.
• Lister Wilder: UK dealer group for Kubota, Kverneland and other franchises across the South of England, with branches selling machinery, groundscare equipment, parts and service. Comparable multi-brand, multi-branch agricultural and groundscare dealer.

Broad incumbents

• CLAAS Group: German-headquartered global manufacturer of agricultural machinery and Sellars' primary OEM partner. Relevant as the broader incumbent whose product strategy, dealer economics and channel decisions directly shape Sellars' operating model and risk profile.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SellarsAgricul1
• YouTubeyoutube.com/c/CLAASUnitedKingdom
• Facebookfacebook.com/sellarsagriculture
• LinkedInlinkedin.com/company/sellars-agriculture-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Sellars