Sharrock

What Sharrock does

Sharrocks Ltd. (trading as Sharrock Tractors & Machinery) is a privately held UK equipment dealer and service provider founded in 1960, headquartered at Wrightington, Lancashire with a second depot at Arclid, Cheshire. The company distributes agricultural, groundcare, landscaping, arboricultural, forestry and golf/sportsturf machinery on behalf of more than 40 manufacturers — including Case IH, Jacobsen, Ransomes, Iseki, Stihl, Husqvarna, Cub Cadet, Ferris, McConnel, Redexim, Cushman and Spider — operating what it describes as the single largest Groundcare Hire Fleet in the UK and one of the largest Agricultural & Groundcare machinery footprints in the North and Midlands of England.

The business sells new equipment with pre-delivery inspection and warranty, runs long- and short-term contract hire, supplies OEM and aftermarket parts (holding over £1m of stock off the shelf) through physical depots and a 24/7 online portal powered by its Kramp partnership, and delivers servicing through large workshops supplemented by mobile service units. Its product range spans tractors, compact tractors, ride-on and pedestrian mowers, aeration and turf-maintenance equipment, zero-turn and remote-controlled mowers, hedge-cutters and flail mowers, utility vehicles including an electric Hauler family, and diesel engines via the Sharrocks Engines/Power sub-brand (formerly Phoenix Power Services).

Revenue is generated across five streams: equipment sales (one-time), contract hire (subscription), parts (one-time plus recurring online), servicing and repair (professional services), and finance intermediation (affiliate referral). Go-to-market is channel-partner-led via two physical depots, an online parts storefront, mobile technician deployment and fleet management contracts with local authorities, which Sharrocks claims to serve in greater numbers than any other UK provider. The company serves a fragmented customer base spanning farmers, contractors, local authorities, golf and sportsturf venues, professional landscapers, tree surgeons and individual homeowners, with no enterprise named-account concentration disclosed.

Name

Sharrock

Legal name

Sharrocks Ltd.

Website

https://sharrock.co.uk

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

101–250 employees

Short description

Sharrocks is a privately held UK agricultural and groundcare equipment dealer operating from two depots in Lancashire and Cheshire, distributing 40+ manufacturer brands, running the UK's largest groundcare hire fleet, and providing parts, servicing, hire and finance to farmers, local authorities, golf venues, contractors and homeowners.

Ownership category

akta.pro rank

Headquarters

HQ city

Wigan

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Sales: Sales of new agricultural and groundcare machinery from various manufacturers including tractors, mowers, and implements. Also sells used equipment through Sharrockstrader.com.
2. Equipment Hire: Contract hire services for short and long term periods. Offers individual equipment hire through to full fleet management for local authorities and contractors.
3. Parts Sales: Sales of OEM, Pattern, and Economy spare parts. Online ordering via Kramp partnership with next-day delivery. Holds over £1m of parts off the shelf.
4. Servicing and Repair: Service and repair at workshop locations and on-site via mobile service units. Also offers contract service schemes tailored to customer requirements.
5. Finance Services: Tailored finance solutions including operating lease, hire purchase, and lease arrangements. Works with finance brokers and industry leading finance providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Sharrocks supplies new agricultural and groundcare machinery from multiple manufacturers (Case IH, Jacobsen, Ransomes, Iseki, Stihl, Husqvarna, McConnel, Redexim, Turfco and others) through two UK depots. The company provides contract hire running the UK's largest claimed Groundcare Hire Fleet, sells spare parts from over £1m of off-shelf OEM and Pattern stock, delivers workshop and on-site mobile servicing, and arranges finance through brokers. Customers range from farmers, local authorities, golf courses and contractors to home owners.

Product overview

Sharrock Tractors & Machinery is one of the largest suppliers of Agricultural & Groundcare Machinery in the North & Midlands and operates the single largest Groundcare Hire Fleet in the UK. The company offers a comprehensive portfolio of products and services for agriculture, forestry, golf & sport turf, groundscare, landscaping, and residential sectors. The core product offering includes tractors, utility vehicles (Hauler, Cushman, Jacobsen Truckster), pedestrian and ride-on mowers (cylinder, rotary, zero turn), aeration & turf maintenance equipment (Verti-Drain, WideSpin, Ryan aerators/overseeders), remote-controlled mowers (Spider, ROBOCUT), hedge cutters & flail mowers (McConnel, Muthing), and specialty golf equipment. The company represents over 40 major brands including Jacobsen, Ransomes, Iseki, Ferris, Cub Cadet, Case IH, Husqvarna, Stihl, and McConnel. Services include equipment sales with PDI and warranty, contract hire, finance options, comprehensive servicing (workshops plus mobile technicians), and parts supply through both physical stock (£1m+ off the shelf) and 24/7 online ordering via Kramp partnership. The business operates from two depots in Wrightington (Lancashire) and Arclid (Cheshire) serving customers from individual homeowners to large local authorities and contractors.

Differentiator

Problem solved

Functional benefit

Brands

• Sharrocks Engines: Specialists in sales, service and repair of commercial diesel engines, formerly known as Phoenix Power Services
• Sharrocks Power
• Sharrocks Trader

Products and services

• New Equipment Purchasing Full multi-brand new equipment sales covering tractors, mowers, utility vehicles and groundcare machinery, with PDI inspection, manufacturer warranty and installation familiarisation training included as standard. Aimed at agricultural, municipal, golf, landscaping and home-owner buyers across the UK.
• Contract Hire Short and long-term hire of agricultural and groundcare equipment, ranging from individual machines to full fleet management for local authorities and contractors. Optional servicing agreements and mobile technician support are bundled into contracts.
• Finance Options Brokerage of tailored finance arrangements for capital equipment, including operating leases, hire purchase and lease schemes, sourced via finance brokers working with industry-leading providers. Subsidised manufacturer finance schemes are promoted periodically.
• Servicing and Repair Workshop-based servicing and repair delivered from fully equipped service centres at both depots, plus on-site support via mobile service units for emergency breakdowns. Tailored contract service schemes are offered to fleet operators such as local authorities.
• Parts Supply One of the largest agricultural and groundcare parts departments in the UK, stocking well over £1m off the shelf across OEM, Pattern and Economy parts for any brand. Same-day and next-day delivery, click & collect, and 24/7 online ordering via the Kramp partnership are available.
• Used Equipment Sales (Sharrocks Trader) Used groundcare and agricultural machinery sales via the dedicated Sharrocks Trader website, offering quality second-hand equipment alongside new machine sales across both depots.
• Sharrocks Power Diesel Engine Services Specialist sales, service and repair of commercial diesel engines for plant equipment and genset power packs. Factory-qualified for Kubota, CNH, Cummins, Lombardini, Kohler, Yanmar and Perkins, including the legacy Phoenix Power Services business under the Sharrocks Power brand.
• Sprayer MOT (NSTS Test Centre) NSTS-registered sprayer MOT testing at both depots, providing compliance testing for agricultural and groundscare sprayers as required by the National Sprayer Testing Scheme.

Quantifiable outcome

• Extensive parts inventory - over £1m available off the shelf
• +1 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core.

• KrampcoreTechnology or IntegrationSharrocks has partnered with Kramp to provide 24/7 online parts ordering. Customers can order up to 6pm for next day delivery direct to door, or click & collect from local depot. This partnership enables 24/7 access to what Sharrocks claims is the EU's largest range of agricultural & groundcare parts.
• Case IHcoreChannel Partner/ Reseller/ DistributorAuthorised dealer for Case IH agricultural tractors and equipment including Farmall, Maxxum, Puma, Magnum, and Optum CVX series tractors.
• JacobsencoreChannel Partner/ Reseller/ DistributorDealer for full Jacobsen product range including golf course equipment, fairway mowers, greens mowers, utility vehicles, and wide area mowers.
• RansomescoreChannel Partner/ Reseller/ DistributorDealer for Ransomes equipment including Parkway and Highway series mowers, hydraulic trailed mowers, and pedestrian cylinder mowers.
• IsekicoreChannel Partner/ Reseller/ DistributorDealer for Iseki compact tractors and groundcare equipment including SXG mower range, SF out-front mowers, and compact tractor series.
• StihlcoreChannel Partner/ Reseller/ DistributorDealer for full Stihl outdoor power product range including chainsaws, hedge trimmers, brushcutters, and pressure washers. Operates dedicated Stihl shop.
• McConnelcoreChannel Partner/ Reseller/ DistributorDealer for McConnel hedge-cutting and green maintenance technology including ROBOCUT remote-controlled mowers, PA series power arms, and Swingtrim hedgetrimmers.
• RedeximcoreChannel Partner/ Reseller/ DistributorDealer for Redexim turf management equipment including Verti-Drain aerators, Verti-Seed overseeders, and Rink infill machines.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hunt Forest Group: UK forestry, agricultural, and groundcare equipment dealer with multiple southern England locations. Comparable to Sharrock as a multi-brand dealer with strong presence in forestry, arboriculture, and groundcare sectors.
• Farol Ltd: Major UK John Deere agricultural dealer with multiple locations across the Midlands and southern England. Directly comparable to Sharrock as a multi-location agricultural and groundcare equipment dealer with full sales, parts, and service operations.
• Chandlers Farm Equipment: UK Case IH and agricultural equipment dealer with multiple depots across central and southern England. Highly comparable as a multi-brand agricultural machinery dealer with parts, service, and hire capabilities.
• Ernest Doe & Sons: Family-owned UK agricultural dealership founded in 1896 with branches across East Anglia and southern England. Comparable to Sharrock as a long-established multi-brand agricultural and groundcare machinery dealer offering sales, parts, service, and hire.
• Ben Burgess & Co: Large UK agricultural and groundcare equipment dealer group with multiple East Anglia and Midlands locations. Operates as a multi-brand dealer of tractors, mowers, and groundscare machinery with parts and service — both regions and product overlap with Sharrock.
• Lister Wilder: UK dealer of Kubota, Stihl, and other agricultural/groundcare equipment brands across multiple southern England locations. Very close adjacent competitor to Sharrock in groundcare and grounds maintenance machinery dealer space.
• Browns of Wem: Independent UK agricultural machinery dealer with similar multi-brand franchise model (Claas, JCB, etc.) and parts/service operations. Compares to Sharrock as a regional multi-brand agricultural equipment dealer.
• Ripon Farm Services: One of the largest UK agricultural machinery dealer groups, carrying major franchises (New Holland, JCB, Kuhn) across multiple depots. Directly comparable to Sharrock as a regional multi-brand agricultural and groundcare equipment dealer offering sales, parts, service, and hire.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sharrocksltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Sharrock