Nova-Groupe

What Nova-Groupe does

Nova-Groupe is a French regional equipment dealer and service provider operating across five vertical domains: agriculture (including viticulture), green spaces, construction and public works (BTP), environment/recycling, and materials handling. Headquartered in Saint-Cannat and operating through 11 physical agencies across the PACA region and adjacent departments, the company sells, rents, repairs, and distributes spare parts for tractors, mowers, tillers, shredders, hedge trimmers, mini-excavators, and related professional equipment. It is the exclusive regional concessionaire for John Deere (agriculture, green space, golf) and Bobcat (compact construction equipment), and distributes more than 100 international brands including Amazone, Kuhn, Pellenc, STIHL/VIKING, Husqvarna, Pöttinger, Greenmech, ERO, Naïo Technologies, and Honda, alongside e-mobility brands (Ligier Professional, ETESIA ET-LANDER, Tapageur) and Yale forklifts.

The company's core technology is industrial equipment distribution and lifecycle service rather than proprietary software or AI; its operational platform combines showrooms, self-service parts areas (minimum 400 m²) stocking approximately 3.2 million product references, manufacturer-certified workshops, mobile service fleets offering 6-days-a-week emergency response, and a rental fleet available by day, week, or month. Digital channels include the corporate website, mab.fr e-shop, parts-discount.com, and a ShareMat-powered equipment-sharing platform. The business model integrates five complementary revenue streams: equipment sales (one-time), rental (usage-based), after-sales service (professional services), spare parts (transactional), and equipment financing facilitated through partnerships with Sofinco and the in-house MEDIFINANCE group.

Nova-Groupe was formed through the consolidation of six legacy regional dealers — Motoculture Méridionale, Dumont, Agri Terre, Locabrico, Benoît Distribution, and Richaud — and operates as a subsidiary of the diversified holding Groupe RHF. The company has pursued a measured roll-up strategy, acquiring MEDIFINANCE in 2018 to internalize financing and LHEUREUX et Cie in 2019 to expand nationally into environmental crushing and screening equipment. Customers span agricultural professionals, winegrowers, golf courses, landscapers, BTP contractors, municipal authorities, logistics operators (including La Poste), and individual consumers, served through both professional field sales and retail self-service channels.

Name

Nova-Groupe

Legal name

NOVA (MOTOCULTURE MERIDIONALE)

Website

https://nova-groupe.fr

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Nova-Groupe is a French regional equipment dealer operating across agriculture, green spaces, construction, environment, and materials handling. Through 11 agencies in PACA, it sells, rents, and services equipment from 100+ brands as exclusive John Deere and Bobcat dealer.

Ownership category

akta.pro rank

Headquarters

HQ city

Saint-cannat

HQ country

France

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Sales: Sale of new and used agricultural, green space, BTP, and handling equipment. Exclusive dealer for John Deere and Bobcat, distributing over 100 international brands.
2. Equipment Rental: Short-term and long-term rental of maintenance equipment for green spaces, agriculture, and BTP sectors.
3. After-Sales Service (SAV): Repair, maintenance, and service operations for all brands of equipment, with both workshop and mobile service capabilities. 6J/7 emergency service available.
4. Spare Parts Sales: Sale of original spare parts for all distributed brands through self-service areas and online platforms. Near 3.2 million product references managed by the group.
5. Financing Services: Traditional financing and leasing options facilitated through partnerships with financial institutions including Sofinco for equipment purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Nova-Groupe is a French regional multi-brand equipment dealer providing sales, rental, and repair services for agricultural tractors, mowers, tillers, shredders, hedge trimmers, and compact construction equipment such as mini-diggers. The group serves customers in the agricultural, green-spaces, BTP (construction/public-works), environmental, and materials-handling sectors through 11 agencies in the PACA region, complemented by online platforms mab.fr and parts-discount.com for parts and digital ordering.

Product overview

Nova-Groupe is a regional equipment dealer and service provider operating across agricultural, green space, construction (BTP), environmental, and materials handling sectors. The company offers sales, rental, repair, and maintenance services through 11 agencies in southeastern France. Its core product offering centers on distributing major international equipment brands—most notably as exclusive John Deere and Bobcat dealers—alongside complementary manufacturers including Amazone, Kuhn, Pellenc, Pöttinger, STIHL/VIKING, Husqvarna, Honda, and Greenmech. Nova also represents innovative robotics brands such as Naïo Technologies (autonomous weeding and vineyard robots), ERO grape harvesters, and Oeliatech. The company has expanded into e-mobility with TAPAGEUR electric scooters, LIGIER Professional electric vehicles, and ETESIA ET-LANDER multi-function utility vehicles. Sales and parts distribution are supported through online platforms including mab.fr and parts-discount.com. Services include an all-in-one robotic mower solution, maintenance contracts, mobile workshop support, and financing options.

Differentiator

Problem solved

Functional benefit

Products and services

• John Deere agricultural equipment

Quantifiable outcome

• Near 3.2 million product references managed through self-service operations
• +1 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 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 core, major and minor.

• John DeerecoreChannel Partner/ Reseller/ DistributorExclusive dealer for John Deere agricultural, green space, golf, and compact equipment across PACA region. Distribution includes tractors, combines, riding mowers, Gator utility vehicles, and professional mowing equipment. Nova operates dedicated John Deere concession website.
• Bobcat (Doosan)coreChannel Partner/ Reseller/ DistributorExclusive dealer for Bobcat compact equipment including mini-excavators, compact loaders, and attachments for BTP sector. Regular promotional campaigns on parts and accessories.
• PromodismajorChannel Partner/ Reseller/ DistributorPartner within the Promodis agricultural equipment distribution network. Joint promotional campaigns, parts sourcing, and service capabilities including windshield center, air conditioning, and tires.
• Naïo TechnologiescoreChannel Partner/ Reseller/ DistributorDistribution partner for Naïo agricultural robots including OZ autonomous weeding robot, TED vineyard robot, and Dino robot. Demonstrations organized with ECOCEPS.
• ERO (Binger Seilzug)majorChannel Partner/ Reseller/ DistributorDistributor of ERO grape harvesting machines (Grapeliner series) and vineyard equipment including leaf removers and pre-pruners. Joint presence at SITEVI trade show.
• ShareMatminorChannel Partner/ Reseller/ DistributorNova-ShareMat partnership for equipment sharing and rental platform services.
• Ligier ProfessionalmajorChannel Partner/ Reseller/ DistributorDistributor of Ligier electric vehicles including Pulse 3 scooters and Pulse 4 utility vehicles across departments 04, 05, 06, 12, 34, 48, and 83.
• ETESIAmajorChannel Partner/ Reseller/ DistributorDistributor of ETESIA ET-LANDER electric multi-function vehicles (VMF) for transport and handling in agricultural, BTP, and green space applications.
• Yale (Hyster Yale Group)majorChannel Partner/ Reseller/ DistributorDistributor of Yale forklifts, stackers, and handling equipment across departments 07, 13, 26, 30, 34, 48, and 84 for agricultural, logistics, and distribution sectors.
• STIHLcoreChannel Partner/ Reseller/ DistributorSTIHL ELITE network reseller offering full range of STIHL and VIKING products including chainsaws, brushcutters, hedge cutters, blowers, and robotic mowers. Online ordering with in-store pickup available.
• HusqvarnacoreChannel Partner/ Reseller/ DistributorDistributor of Husqvarna products including robotic mowers (Automower), chainsaws, and professional outdoor power equipment. Regular promotional campaigns.
• PellencmajorChannel Partner/ Reseller/ DistributorDistributor of Pellenc professional equipment including battery-powered secateurs, olive harvesters, and vineyard maintenance tools. Seasonal promotional offers.
• KuhnmajorChannel Partner/ Reseller/ DistributorDistributor of Kuhn agricultural equipment including mowers, tedders, rakes, balers, and tillage equipment.
• AmazonemajorChannel Partner/ Reseller/ DistributorDistributor of Amazone agricultural equipment including spreaders, sprayers, seed drills, and ProfiHopper professional mowers.
• PottingermajorChannel Partner/ Reseller/ DistributorDistributor of Pottinger agricultural machinery including presses, windrowers, mowers, tedders, combines, tillage equipment, and seed drills.
• GreenmechmajorChannel Partner/ Reseller/ DistributorDistributor of Greenmech branch crushers for professional arborist and green space maintenance applications.
• Provence RugbyminorGTM or Marketing PartnerOfficial partner of Provence Rugby professional rugby club for local sponsorship and brand visibility.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Agrial Cooperative: Large French agricultural cooperative distributing equipment, inputs, and services to farmer-members. Overlapping customer base and channel model with Nova's agricultural segment; comparable on parts/service economics and B2B farmer relationship management.
• Promodis: National French network of agricultural and grounds-care equipment dealers. Nova is itself a Promodis partner, and the two share the same dealer-distributor model across tractors, parts, and after-sales service. Promodis is the closest comparable in business model and customer base.
• Kiloutou: France's leading equipment-rental company for construction, landscaping, and events. Directly comparable to Nova's rental revenue stream and serves an overlapping SMB and contractor customer base, though Kiloutou is rental-only while Nova is multi-line.
• Duvant: Long-standing French dealer of agricultural, viticultural, and grounds-care equipment with branches across multiple regions. Highly comparable to Nova in product mix (tractors, sprayers, mowers, parts) and customer segmentation (farmers, winegrowers, municipalities).

Broad incumbents

• Boels Rental: Major European equipment-rental incumbent with French operations. Comparable to Nova on the rental side of the business, particularly construction and landscaping equipment, though Boels is rental-only and pan-European.
• Loxam: Europe's largest equipment-rental company with deep French coverage. A broader incumbent in the same rental market where Nova competes; comparable on rental fleet, BTP/green-space customers, and utilization economics, but at substantially larger scale.
• Deere & Company (John Deere): Global #1 agricultural equipment OEM and Nova's principal supplier. Relevant as the upstream incumbent whose dealer model Nova operates within, and as the entity whose direct-sales initiatives represent the main structural threat to the dealer network.
• Doosan Bobcat: Global #1 compact construction equipment OEM and Nova's other exclusive principal. Comparable as the upstream incumbent whose distribution strategy (direct vs. dealer) directly shapes Nova's economics in the BTP segment.

Regional players

• Groupe Perret: French regional dealer of agricultural, viticultural, and grounds-care equipment in south-east France. A direct regional competitor to Nova with overlapping brand portfolio (John Deere and other majors) and similar customer mix in PACA-adjacent territories.

Emerging players

• Naïo Technologies: French agricultural-robotics start-up whose OZ, TED, and Dino products Nova distributes in PACA. Comparable as an emerging player in the same agricultural customer segment, and a direct commercial partner of Nova rather than a competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC_O_aYk3ZdhgZ3D__ftqdMA
• Facebookfacebook.com/novagrouperhf
• LinkedInlinkedin.com/company/nova-groupe
• Instagraminstagram.com/nova_groupe

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries8 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 Nova-Groupe