Lister Wilder

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.

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

Headquarters

HQ city

Reading

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. New Machinery Sales: Sale of new machinery through authorized dealer franchises including Kubota, Timberwolf, Stihl, Husqvarna, and other brands.
2. 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.
3. Service & Repairs: Workshop and field service operations including preventative maintenance, repairs, winter servicing, and diagnostics for all supported brands.
4. Machinery Hire: Short and long-term hire of machinery equipment with delivery and collection services. FCA regulated for consumer credit.
5. Used Machinery: Stocklist of used machinery available for purchase through dedicated used machinery website.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers6 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered primary and core.

• KubotaprimaryChannel Partner/ Reseller/ DistributorPrimary 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.
• TimberwolfprimaryChannel Partner/ Reseller/ DistributorSpecialist 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.
• StihlprimaryChannel Partner/ Reseller/ DistributorMajor 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.
• HusqvarnaprimaryChannel Partner/ Reseller/ DistributorFranchise 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.
• RaycocoreChannel Partner/ Reseller/ DistributorFranchise 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.
• AvantcoreChannel Partner/ Reseller/ DistributorFranchise 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.
• YamahacoreChannel Partner/ Reseller/ DistributorFranchise for outdoor power equipment including mowers and related products.
• Bomford TurnercoreChannel Partner/ Reseller/ DistributorFranchise for agricultural and groundscare machinery including hedge cutters and Verge-Care equipment.
• ViconcoreChannel Partner/ Reseller/ DistributorFranchise for agricultural machinery including spreaders and diet feeders.
• BaronesscoreChannel Partner/ Reseller/ DistributorFranchise for professional groundcare equipment including mowers and lawn maintenance machinery.
• DenniscoreChannel Partner/ Reseller/ DistributorFranchise for professional cylinder mowers and sports turf equipment.
• TrimaxcoreChannel Partner/ Reseller/ DistributorFranchise for professional groundcare machinery including mowers and vegetation management equipment.
• ThwaitescoreChannel Partner/ Reseller/ DistributorFranchise for dumpers and site equipment.
• EpiroccoreChannel Partner/ Reseller/ DistributorFranchise for construction and mining equipment including breakers and attachments.
• Atlas CopcocoreChannel Partner/ Reseller/ DistributorFranchise for construction equipment including compactors and generators.
• EngconcoreChannel Partner/ Reseller/ DistributorFranchise for tiltrotators and excavator attachments.
• MerlocoreChannel Partner/ Reseller/ DistributorFranchise for telescopic handlers and agricultural machinery.

Scale indicators7 records

Recent moves5 records

Expansion highlights6 records

Direct 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

• Xx.com/ListerWilderGC
• Facebookfacebook.com/ListerWilderAgriculture
• LinkedInlinkedin.com/company/lister-wilder-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 Lister Wilder