McFarlane Manufacturing

Name

McFarlane Manufacturing

Legal name

McFarlane Manufacturing

Website

https://mcfarlanes.net

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Sauk City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. Farm Equipment Sales: Sales of new and pre-owned agricultural equipment including tractors, track loaders, attachments, implements, balers, combines, harvest equipment, tillage equipment, and construction equipment from brands such as Kubota, Massey Ferguson, Fendt, Hesston, and McFarlane.
2. Parts Department: OEM parts sales for farm and power equipment. Parts available for purchase in-store, via request, and online through e-commerce platform.
3. Service and Repair: Auto service and farm equipment repair services. Includes tire sales (Firestone, Bridgestone promotions).
4. True Value Hardware Store: Hardware store franchise operating under True Value brand. Offers project ideas, 24/7 eCommerce shopping.
5. Rental Services: Equipment rental department including party planning rentals (frame tents) and project equipment rentals. Also offers vehicle/equipment trade-in valuation services.
6. Financing: Credit and financing services offered for equipment purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

McFarlane Manufacturing operates McFarlanes' Retail and Service Center, a single-location agricultural equipment dealership in Sauk City, WI, selling new and pre-owned farm equipment (tractors, track loaders, skid steers, attachments, implements, balers, combines, tillage and harvest equipment) and power equipment (lawn mowers, generators, pumps, snowblowers) from brands such as Kubota, Massey Ferguson, Fendt, Hesston, Vail, and Sunflower. The dealership also runs a True Value hardware franchise, OEM parts sales, an equipment and event rental department, an auto and equipment service center with tire sales (Firestone, Bridgestone), and offers financing and trade-in valuation services.

Product overview

McFarlanes' Retail and Service Center is a multi-service agricultural equipment dealer offering new and pre-owned farm equipment, power equipment, parts, service, and financing. The company operates as a single-location full-service dealership combining retail sales (farm equipment, power equipment, hardware), service operations (auto and equipment repair, tire sales), rental services (party and equipment rentals), and financing options. The product portfolio centers on agricultural equipment sales including tractors, attachments, and implements from multiple branded manufacturers (Kubota, Massey Ferguson, Fendt, Hesston, Vail, Sunflower), complemented by a True Value hardware store, equipment rental department, and comprehensive service center.

Differentiator

Problem solved

Functional benefit

Brands

• True Value Hardware Store: Hardware store operated by McFarlane at shop.mcfarlanes.net, offering eCommerce hardware products

Products and services

• Farm Equipment Sales New and pre-owned agricultural equipment sales including tractors, attachments, implements, balers, combines, harvest equipment, tillage equipment, and construction equipment for farmers and agricultural operations.
• Power Equipment Sales Sales of generators, lawn mowers, pumps, and snowblowers for residential and commercial use.
• Parts Department OEM parts sales for farm and power equipment, available in-store, by request, and online through e-commerce.
• True Value Hardware Store Full-service True Value hardware franchise offering tools, home improvement supplies, project ideas, and 24/7 e-commerce shopping.
• Equipment Rental Rental services including party planning rentals, frame tents, and project equipment rentals for short-term needs.
• Auto and Service Center Full-service auto and equipment repair center including tire sales (Firestone, Bridgestone), auto service, and equipment maintenance.
• Financing Services Credit and financing options offered for equipment purchases.
• Trade-In Services Trade-in value assessment services for customers looking to upgrade their equipment.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• True ValuecoreChannel Partner/ Reseller/ DistributorMcFarlane operates a True Value hardware store franchise at their Sauk City location. The store offers hardware supplies, tools, and home improvement materials with access to True Value's e-commerce platform (shop.mcfarlanes.net) and project resources. The partnership provides a complementary retail offering for the hardware and DIY consumer segment.

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• RDO Equipment Co. One of the largest John Deere dealer networks in the United States, with locations across the western and midwestern U.S. Operates the same integrated dealership model (equipment sales, parts, service, rental, used equipment) as McFarlane, but at significantly greater scale.
• 4 Rivers Equipment: John Deere agricultural and construction equipment dealer group operating across Texas, Oklahoma, New Mexico, and Colorado. Highly comparable to McFarlane's combination of farm equipment, compact construction equipment, parts, and service offerings.
• Greenway Equipment: John Deere agricultural and turf dealer with multiple locations across Arkansas, Missouri, and Kansas. Operates the same farm equipment dealership model — equipment sales, parts, service, and integrated customer support — making it directly comparable to McFarlane.
• Heritage Equipment: John Deere agricultural equipment dealer group serving Iowa and Illinois with multiple retail locations. Directly comparable business model: new/used farm equipment sales, OEM parts, service, and rural customer base similar to McFarlane.
• Hutson Inc: Multi-location John Deere agricultural and turf equipment dealer serving Kentucky, Tennessee, Indiana, and Illinois. Same farm equipment dealership business model as McFarlane — new/used equipment, parts, service, and financing — at larger regional scale.
• Stotz Equipment: Regional John Deere agricultural equipment dealer group operating across multiple western U.S. states. Directly comparable to McFarlane as a multi-location farm equipment retailer offering new/used equipment, parts, service, and financing under a similar dealership business model.
• United Ag & Turf: John Deere agricultural and turf equipment dealer formed from the merger of several regional dealer groups, operating dozens of locations across the southern and western U.S. Closely comparable multi-brand dealership consolidator model to McFarlane's integrated retail/service approach, though at substantially larger scale.

Broad incumbents

• AGCO Corporation: Global agricultural equipment manufacturer (NYSE: AGCO) and parent of Massey Ferguson, Fendt, and Hesston — three of the brands McFarlane carries. Not a dealer competitor per se, but the OEM whose products McFarlane distributes, making it the most strategically relevant upstream peer.
• Blain's Farm & Fleet: Regional Midwest retail chain selling farm supplies, equipment, automotive parts, and hardware across Wisconsin, Illinois, Iowa, and Michigan. Overlaps with McFarlane on hardware, tires, and some power equipment — competing directly in McFarlane's Wisconsin backyard.
• Tractor Supply Co. Nation's largest rural lifestyle retailer (NASDAQ: TSCO) serving farmers, ranchers, and homeowners with equipment, parts, tools, and supplies. Broader and more diversified than McFarlane but competes for the same rural equipment and hardware customer base across overlapping geographies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Mcfarlanes1917
• YouTubeyoutube.com/channel/UC10lOkv4LZvZIGoznv10h_A
• Facebookfacebook.com/McFarlanesRetailCenter

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 McFarlane Manufacturing