Lister Wilder
Lister Wilder is a family-owned UK machinery dealership, founded 1947, authorised dealer for brands including Kubota, Stihl, Husqvarna, and Timberwolf, serving agriculture, groundcare, construction, and arboriculture customers across the South of England with sales, parts, service, and hire through six branches.
- Company typePrivate
- Founded1947
- HeadquartersReading, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Lister Wilder does
Lister Wilder Ltd is a UK-based, family-owned machinery dealership founded in 1947 and headquartered in Reading, operating across the South of England through branches in Reading, Ashford, Bristol, Cirencester, Guildford, and the newly opened Salisbury. The company is an authorised dealer for more than 20 leading equipment brands — including Kubota (agriculture and engines), Timberwolf (wood chippers), Stihl and Husqvarna (power equipment), Avant (compact loaders), Rayco (stump grinders), Epiroc, Atlas Copco, Merlo, Bomford Turner, Vicon, Dennis, Baroness, Trimax, Thwaites, Engcon, and Yamaha — serving four core verticals: agriculture, groundcare, construction, and arboriculture.
The underlying business is a multi-channel machinery distribution and aftermarket-services platform. Core offerings span new machinery sales, used-machinery resale through a dedicated stocklist website, an online parts shop with over 22,000 lines linked to Timberwolf, Husqvarna and Stihl UK offices for overnight despatch, short- and long-term machinery hire (FCA-regulated for consumer credit), and full workshop and field servicing supported by more than 50 manufacturer-certified engineers and certified testing facilities (LOLER, sprayer testing). The technology layer is conventional: e-commerce front-ends, branch-based ERP-style operations, inter-branch parts logistics, and manufacturer-certified diagnostic processes, with no disclosed AI/ML or proprietary software platform.
Revenue is generated through five streams: one-time new machinery sales, one-time parts and accessory sales, recurring service contracts and pay-as-you-go repairs, recurring hire contracts (short and long term), and one-time used-machinery sales. Disclosed annual turnover is approximately £50 million on a headcount of more than 150 staff. The go-to-market is sales-led and field-driven, anchored by the branch network and reinforced by a corporate website, email newsletter, and a Twitter/X social channel targeting groundcare buyers. End customers span enterprise agricultural operations, professional groundcare contractors, councils, sports grounds, construction contractors, arborists and tree surgeons, landscaping firms, and a long tail of private estate and homeowner buyers.
Lister Wilder firmographics
Firmographics- Name
- Lister Wilder
- Legal name
- Lister Wilder Ltd
- Website
- https://listerwilder.co.uk
- Company type
- Private
- Founded year
- 1947
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Lister Wilder is a family-owned UK machinery dealership, founded 1947, authorised dealer for brands including Kubota, Stihl, Husqvarna, and Timberwolf, serving agriculture, groundcare, construction, and arboriculture customers across the South of England with sales, parts, service, and hire through six branches.
- Ownership category
- akta.pro rank
Where Lister Wilder is headquartered
LocationHeadquarters
- HQ city
- Reading
- HQ country
- United Kingdom
- HQ region
- Europe
Offices7 records
Markets served
Lister Wilder business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others
Revenue model
- New Machinery Sales: Sale of new machinery through authorized dealer franchises including Kubota, Timberwolf, Stihl, Husqvarna, and other brands.
- Parts & Shop: Sale of spare parts and accessories with over 22,000 lines of stock, including online parts service linked to Timberwolf, Husqvarna and Stihl UK offices with overnight despatch.
- Service & Repairs: Workshop and field service operations including preventative maintenance, repairs, winter servicing, and diagnostics for all supported brands.
- Machinery Hire: Short and long-term hire of machinery equipment with delivery and collection services. FCA regulated for consumer credit.
- Used Machinery: Stocklist of used machinery available for purchase through dedicated used machinery website.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Professional Service Packages |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Lister Wilder product offering
Product offeringCore offering
Lister Wilder is a family-owned authorised machinery dealership established in 1947 that sells, hires, services and supplies parts for agricultural, groundcare, construction and arboricultural equipment. Operating from five branches across the South of England, it holds authorised franchise rights for brands including Kubota, Timberwolf, Stihl, Husqvarna, Avant and Rayco. The business combines new and used machinery sales with a 22,000+ line parts shop, short- and long-term hire, and after-sales servicing delivered by over 50 manufacturer-trained engineers.
Product overview
Lister Wilder is a multi-brand machinery dealership offering sales, hire, and service across four core divisions: Agriculture, Groundcare, Construction, and Arboriculture. The company operates as a platform of interconnected product lines and service offerings, with primary brands including Kubota (agriculture, engines), Timberwolf (wood chippers), Stihl (power equipment), Husqvarna (outdoor products), Avant (compact loaders), and Rayco (stump grinders). Services include parts supply with over 22,000 lines, mobile and workshop servicing, machinery hire, and specialist winter servicing programmes. The product portfolio spans tractors, compact tractors, ride-on and robotic mowers, chainsaws, wood chippers (tracked, road-towable, PTO, and gravity-feed variants), stump grinders, compact loaders, construction equipment, and a comprehensive range of handheld power tools and accessories.
Differentiator
Problem solved
Functional benefit
Products and services
- Agriculture Machinery
Companies that use Lister Wilder
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles6 records
Lister Wilder technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Lister Wilder partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered primary and core.
- KubotaprimaryPrimary franchise brand for agricultural machinery including tractors, compact tractors, and utility vehicles. Main dealer status with dedicated sales, service and parts support. Kubota warranty service provider with 18-month parts and labour guarantee.
- TimberwolfprimarySpecialist franchise for professional wood chippers including gravity, PTO, road towable hydraulic, and tracked hydraulic models. Engineers trained through 4-part Timberwolf UK development programme. Over 13,500 machines sold in UK making them largest commercial chipper seller.
- StihlprimaryMajor franchise for chainsaws, power equipment, construction machinery, pressure washers, blowers, hedge trimmers, tillers, shredders, sweepers and sprayers. Online ordering linked to Stihl UK offices for fast parts turnaround.
- HusqvarnaprimaryFranchise for robotic lawn mowers, ride-on mowers, battery series, scarifiers, hedge trimmers, grass strimmers, brush cutters, leaf blowers, tillers, pressure washers, chainsaws, construction equipment and accessories.
- RaycocoreFranchise for stump grinder range including Mini Work-Force line (RG13, RG25HD), wheeled and tracked hydraulic stump grinders (RG37, RG37T, RG55T-R). Remote control operation models available.
- AvantcoreFranchise for powerful 4WD loaders with telescopic boom including 800, 700, 600, 500, 400, 200 Series and full electric E Series. Over 70,000 loaders manufactured since 1991 at Ylöjärvi, Finland plant.
- YamahacoreFranchise for outdoor power equipment including mowers and related products.
- Bomford TurnercoreFranchise for agricultural and groundscare machinery including hedge cutters and Verge-Care equipment.
- ViconcoreFranchise for agricultural machinery including spreaders and diet feeders.
- BaronesscoreFranchise for professional groundcare equipment including mowers and lawn maintenance machinery.
- DenniscoreFranchise for professional cylinder mowers and sports turf equipment.
- TrimaxcoreFranchise for professional groundcare machinery including mowers and vegetation management equipment.
- ThwaitescoreFranchise for dumpers and site equipment.
- EpiroccoreFranchise for construction and mining equipment including breakers and attachments.
- Atlas CopcocoreFranchise for construction equipment including compactors and generators.
- EngconcoreFranchise for tiltrotators and excavator attachments.
- MerlocoreFranchise for telescopic handlers and agricultural machinery.
Scale indicators7 records
Recent moves5 records
Expansion highlights6 records
Lister Wilder competitors and assessment
Company assessmentDirect peers
- Ernest Doe & Sons: Long-established, family-owned UK agricultural and groundcare machinery dealer with multiple branches across Essex and East Anglia. Highly comparable as a multi-generation, family-owned UK dealer serving similar agricultural and groundcare end customers with premium franchises.
- Ripon Farm Services: Multi-branch agricultural machinery dealership serving Yorkshire and the North of England. Comparable as a regional multi-branch UK ag machinery dealer with similar franchise-based sales, parts, and service operating model.
- Ben Burgess & Co: East Anglian agricultural and groundcare machinery dealer with multiple branches. Comparable multi-branch UK machinery dealership serving similar professional farming, groundcare, and estate customers with franchise brand representation.
- Farol Ltd: Midlands-based agricultural and groundcare machinery dealer with multiple branches. Comparable multi-branch UK machinery dealer with similar product portfolio including premium franchises and full sales, parts, and service operations.
- Chandlers Farm Equipment: South of England-focused agricultural machinery dealer with multiple branches in the same geographic region as Lister Wilder. Most direct regional competitor given overlapping territory in southern England and similar agricultural franchise mix.
- Masons Kings: South West England agricultural and groundcare machinery dealer with branches across Devon and Cornwall. Comparable multi-branch family-owned UK dealership offering sales, service, and parts for professional and estate customers.
- FGM Claymore: Agricultural and groundcare machinery dealer formed from the merger of FGM and Claymore/Tallis Amos Group, with branches across southern England. Comparable multi-branch UK dealer with similar product verticals and franchise representation.
- Oliver Landpower: East Anglian agricultural machinery dealer with multi-branch operations. Comparable UK agricultural equipment dealer offering sales, parts, and service support for professional farming customers across similar franchise brands.
- Crawfords Group: UK agricultural machinery dealer with operations across multiple regions. Comparable multi-branch UK ag equipment dealer providing sales, parts, and service with similar franchise representation and professional customer base.
Regional players
- Burden Bros Agri: Kent-based agricultural and groundcare machinery dealer with overlapping territory in South East England. Comparable regional dealer competing in adjacent geography to Lister Wilder with similar product mix and franchise partnerships.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Lister Wilder social profiles
Digital presenceLister Wilder financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lister Wilder leadership team
Management profileNumber of profiles
Lister Wilder funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lister Wilder 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 Lister Wilder
What does Lister Wilder do?
Lister Wilder is a family-owned authorised machinery dealership established in 1947 that sells, hires, services and supplies parts for agricultural, groundcare, construction and arboricultural equipment. Operating from five branches across the South of England, it holds authorised franchise rights for brands including Kubota, Timberwolf, Stihl, Husqvarna, Avant and Rayco. The business combines new and used machinery sales with a 22,000+ line parts shop, short- and long-term hire, and after-sales servicing delivered by over 50 manufacturer-trained engineers.
Is Lister Wilder a public or private company?
Lister Wilder is a private company. It is classified as family owned and is currently operating.
When was Lister Wilder founded?
Lister Wilder was founded in 1947. It employs 101 to 250 people.
Where is Lister Wilder based?
Lister Wilder is headquartered in Reading, United Kingdom, in the Europe region.
How does Lister Wilder make money?
Five revenue lines are on record. New Machinery Sales are the primary driver. The others are parts & Shop, service & Repairs, machinery Hire and used Machinery.
Who are Lister Wilder's main competitors?
Direct peers on record are Ernest Doe & Sons, Ripon Farm Services, Ben Burgess & Co, Farol Ltd, Chandlers Farm Equipment, Masons Kings, FGM Claymore, Oliver Landpower and Crawfords Group. Burden Bros Agri is listed as a regional player.
Does Lister Wilder have an API?
No public API is recorded for Lister Wilder.