Chandlers Farm Equipment

What Chandlers Farm Equipment does

Chandlers (Farm Equipment) Ltd. is a privately-held, family-operated agricultural, groundscare and vehicle dealership headquartered in Belton, Lincolnshire, founded in 1935. Operating under the trade names Chandlers Farm Equipment, Chandlers RFM (JCB), Chandlers Vehicles and Chandlers Country Stores, the company runs a physical network of 17 depots across 9 UK counties plus 6 Country Stores in the East of England region. It holds exclusive UK dealer status for AGCO's premium tractor brands Fendt, Massey Ferguson and Valtra, and for JCB Agriculture via the Chandlers RFM division, alongside complementary franchises including Kverneland, Väderstad, Kuhn, Horsch, Joskin, Iseki, Honda, Grasshopper, Stihl, Husqvarna, KGM (formerly SsangYong), Mitsubishi Motors, GWM, INEOS Grenadier and others.

The core operating model is a multi-brand dealer network: revenue is generated from new equipment sales (tractors, combines, implements, vehicles, groundscare machinery), used equipment sales (including a dedicated export service to UK and European customers), parts supply (genuine AGCO parts with 12-month warranty), workshop service and repair, equipment hire (short and long-term tractor/combine/baler rental), finance brokerage with 0% interest promotions, and retail through the Country Stores of equestrian, pet, country clothing and smallholding lines. Chandlers Academy provides agricultural engineering apprenticeships, recognised through consecutive Midlands Machinery Show Apprentice Awards in 2024 and 2025. Go-to-market is overwhelmingly field-led: depot-based enterprise and SMB sales teams, on-farm demonstrations, attendance at LAMMA, Cereals, Royal Welsh and other major UK agricultural shows, depot open days, and The Bugle quarterly customer magazine (now in its 68th edition).

The company is currently expanding geographically through organic depot openings (Cirencester in 2023, Market Drayton in 2026) and through the absorption of neighbouring dealerships (Ross Farm Machinery in 2022, Keith Davies Agricultural in 2023), while adding new vehicle and groundscare franchises. There is no evidence of external investment; the company remains privately held with Managing Director Gavin Pell serving on the BAGMA Council. Revenue is not publicly disclosed, though the multi-depot, multi-brand UK footprint and 101-250 employee range place it within the upper tier of UK agricultural machinery retailers.

Name

Chandlers Farm Equipment

Legal name

Chandlers (Farm Equipment) Ltd.

Website

https://chandlers.co.uk

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

101–250 employees

Short description

Chandlers Farm Equipment is a privately-held UK agricultural, groundscare and vehicle dealership operating 17 depots across 9 counties as a main dealer for AGCO brands (Fendt, Massey Ferguson, Valtra), JCB Agriculture, and complementary franchises, serving farmers, contractors and rural landowners with equipment sales, parts, service, hire and finance.

Ownership category

akta.pro rank

Product category

Agricultural Equipment Dealership

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Farm Supply Retail (Independent Dealers) (AFABAJAA)

akta.pro secondary industries

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA), Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG)

Keywords

• Agricultural equipment dealership
• Farm machinery sales
• Tractor dealer
• Groundscare equipment
• Rural vehicle sales

Headquarters

HQ city

Grantham

HQ country

United Kingdom

HQ region

Europe

Offices17 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Equipment Sales: Sale of new agricultural machinery (tractors, combines, implements) from brands including Fendt, Massey Ferguson, Valtra, JCB, and numerous complementary brands. Also includes new vehicles (KGM, Mitsubishi Motors, GWM).
2. Used Equipment Sales: Sale of used agricultural and motor vehicles including Used Challenger, Used Fendt, Used MF, Used Valtra, Used JCB machinery for retail, trade or export throughout UK and Europe.
3. Parts & Aftersales: Genuine AGCO parts with 12-month warranty. Full parts department across all 17 depots supporting agricultural, groundscare and vehicle customers.
4. Service & Repairs: Workshop services for all equipment sold, including agricultural machinery service, groundscare service, and vehicle service departments.
5. Equipment Hire: Large fleet of tractors, combines and balers for short or longer term hire. Seasonal, weekly or longer term hire options available.
6. Finance Services: Partnership with finance providers to offer 0% interest hire purchase, retail finance and financing options on equipment purchases.
7. Country Stores Retail: Six Country Stores in Lincolnshire, Cambridgeshire and Bedfordshire selling equestrian, pet supplies, country clothing, tools, smallholding equipment and toys.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Chandlers Farm Equipment is one of the largest AGCO dealers in the UK, operating 17 depots across 9 counties. The company sells new and used agricultural machinery (tractors, combines, balers, implements) from premium brands including Fendt, Massey Ferguson, Valtra, and JCB, alongside groundscare equipment (mowers, UTVs, robotic mowers) and rural vehicles (KGM, Mitsubishi, GWM, INEOS Grenadier). It also provides parts, servicing, equipment hire, finance options, and operates six Country Stores selling equestrian, country clothing, and rural lifestyle products.

Product overview

Chandlers Farm Equipment is one of the largest AGCO dealers in the UK with 17 depots covering 9 counties. The company operates as a multi-brand agricultural, groundscare, and vehicle dealer offering new and used equipment across several divisions: Agricultural Equipment (Fendt, Massey Ferguson, Valtra, and JCB tractors and machinery with complementary implements from Kuhn, Kverneland, Väderstad, Horsch, and Joskin); Groundscare Equipment (Iseki, Honda, Grasshopper ZeroTurn mowers, Ifor Williams trailers, Corvus UTVs, Stihl, Husqvarna, and Raymo electric mowers); Vehicles (KGM formerly SsangYong, Mitsubishi Motors, GWM Great Wall Motor, and INEOS Grenadier); and Forestry Equipment (GreenMech chippers, Kesla harvester heads, and Timberwolf wood chippers). The company also operates Country Stores retail outlets and provides comprehensive services including parts supply (with AGCO Genuine Parts and Reman), hire services, finance options, and Chandlers Academy apprenticeships. This is a distributed dealer network rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Brands

• Chandlers RFM: Specialized division handling JCB agricultural machinery, telehandlers, wheel loaders, and Fastrac tractors with dedicated depot network including JCB-specific locations.
• Chandlers Academy
• Chandlers Country Stores

Products and services

• Fendt Tractors
• Massey Ferguson Tractors
• Valtra Tractors
• JCB Agricultural Machinery
• Used Farm Equipment
• KGM Vehicles
• Mitsubishi Motors
• GWM Vehicles
• INEOS Grenadier
• Iseki Equipment
• Honda Groundscare
• Grasshopper Mowers
• Ifor Williams Trailers
• Corvus UTVs
• Stihl Equipment
• Husqvarna Equipment
• Raymo Electric Mowers
• Väderstad Equipment
• Kverneland Equipment
• Kuhn Equipment
• Joskin Agricultural Machinery
• Horsch Farm Machinery
• GreenMech Chippers
• Kesla Forestry Equipment
• Timberwolf Wood Chippers
• Farmdroid
• Roberine Mowers
• Country Stores
• Agricultural Service
• Agricultural Parts
• Farm Machinery Hire
• Vehicle Finance
• Agricultural Finance
• Export Service
• Skywell BE11 Electric Vehicle
• Addax Electric Commercial Vehicles

Quantifiable outcome

• 0% Interest Finance available on select equipment purchases
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered major, minor and core.

• Mitsubishi Motors UKmajorChannel Partner/ Reseller/ Distributor · 27 April 2026Chandlers Vehicles appointed official agents for Mitsubishi Motors. Return of Mitsubishi to Chandlers Vehicles featuring the all-new L200 Series 7 pick-up and Outlander PHEV.
• GWM (Great Wall Motor) UKmajorChannel Partner/ Reseller/ Distributor · 5 August 2025Chandlers Vehicles appointed official agents for GWM UK. Discover Haval Jolion Pro SUV and POER300 pick-up truck available from Horncastle depot.
• GreenMech ChippersminorChannel Partner/ Reseller/ Distributor · 7 May 2025Supplying excellent range of Road Tow chippers, Pedestrian chippers from GreenMech.
• Knight SprayersminorChannel Partner/ Reseller/ Distributor · 23 April 2025Supplying range of trailed, mounted, demount and self-propelled sprayers from Knight.
• Roberine MowersminorChannel Partner/ Reseller/ Distributor · 21 January 2025Chandlers appointed dealers for Roberine self-propelled mowers.
• RAYMO Electric MowersminorChannel Partner/ Reseller/ Distributor · 26 January 2024Chandlers appointed dealers for Raymo electric, zero-emission, remote-controlled mowers. FREE Raymo operator training offered.
• KGM Vehicles (formerly SsangYong)coreChannel Partner/ Reseller/ Distributor · 20 December 2023Main dealers for new and used KGM Vehicles from Belton and Horncastle depots. KGM Motors UK appointed as Official Passenger Vehicle Partner to the Royal Air Force Red Arrows.
• Addax Electric Commercial VehiclesminorChannel Partner/ Reseller/ Distributor · 2 February 2023Addax Electric Commercial Vehicles available from Chandlers.
• Kesla OYJ Harvester HeadsminorChannel Partner/ Reseller/ Distributor · 15 September 2022Sole UK Importers of Kesla OYJ Harvester Heads for forestry applications.
• Grasshopper MowerscoreChannel Partner/ Reseller/ Distributor · 23 November 2021Chandlers Groundscare import Grasshopper for UK & NI. Award-winning True ZeroTurn mowers. Chandlers appointed Gill Agri Ltd as Grasshopper dealers.
• AGCO (Fendt, Massey Ferguson, Valtra)coreChannel Partner/ Reseller/ DistributorChandlers is one of the largest AGCO dealers in the UK, representing Fendt, Massey Ferguson, and Valtra brands across all 17 depots. Exclusive dealer territory for these premium tractor and agricultural equipment brands.
• JCB AgriculturecoreChannel Partner/ Reseller/ DistributorChandlers RFM JCB division serves as main dealer for JCB agricultural equipment. Expanded territory into Shropshire and Cotswolds regions. New depots opened at Cirencester and Market Drayton.
• Honda (ATV, UTV, Power Equipment)majorChannel Partner/ Reseller/ DistributorFull lineup of Honda Power Equipment and Honda ATVs available at multiple depots. Honda Miimo robotic mowers and industrial products including inverter generators and water pumps.
• IsekimajorChannel Partner/ Reseller/ DistributorFull range of Iseki tractors and compact tractors available from Chandlers. Iseki TXGS24 compact tractors with FREE loader promotions.
• StihlmajorChannel Partner/ Reseller/ DistributorFull range of Stihl garden tools and power equipment. Regular cashback promotions on selected Stihl products.
• Milwaukee ToolminorGTM or Marketing PartnerPartnership for Big Red Milwaukee truck tour visits at Chandlers depots. £500 Milwaukee voucher offers with GWM POER300 purchases.
• Horsch Farm MachinerymajorChannel Partner/ Reseller/ DistributorChandlers appointed Horsch dealers with expanded territory. Full range of Horsch cultivations and seeding equipment.
• JoskinmajorChannel Partner/ Reseller/ DistributorFull range of Joskin agricultural machinery available from all 17 depots including trailers and agricultural equipment.
• VäderstadmajorChannel Partner/ Reseller/ DistributorVäderstad Tempo Planters and Front Hoppers available with 3 years 0% finance. Demo precision high speed drill available.
• KvernelandmajorChannel Partner/ Reseller/ DistributorFull range of Kverneland products including 0% Retail Finance for all products. Ploughs, cultivation equipment and tillage tools.
• Skywell Electric VehiclesminorChannel Partner/ Reseller/ DistributorChandlers dealers of the fully electric Skywell BE11. Ride & Drive events featuring electric vehicles.
• INEOS GrenadierminorChannel Partner/ Reseller/ DistributorChandlers appointed agents for INEOS Grenadier 4x4. INEOS Grenadier Quartermaster pickup also available.

Scale indicators4 records

Recent moves13 records

Expansion highlights5 records

Broad incumbents

• John Deere (UK dealer network): Global agricultural equipment manufacturer whose independently-owned UK dealers compete for the same commercial farmer customers with full-service sales, parts and service offerings.
• CLAAS UK: UK arm of the global agricultural machinery manufacturer with its own dealer network. Competes indirectly via its franchisees and represents an OEM whose brands overlap Chandlers' groundscare and forage equipment portfolio.
• Kubota UK: UK subsidiary of the Japanese compact and agricultural equipment manufacturer with its own dealer network. Overlaps with Chandlers in compact tractor and groundscare segments where Iseki and Kubota compete directly.

Direct peers

• Ernest Doe & Sons: Family-owned UK agricultural and groundcare machinery dealer founded in 1897 with branches across East Anglia and the South East. Long-tenured independent dealer comparable in heritage, family ownership structure, and product breadth.
• Rea Valley Tractors: Shropshire/Midlands-based John Deere agricultural dealer with multiple depots serving commercial farmers. Operates the same depot-based dealer model with sales, parts, service, and hire offerings.
• Ben Burgess & Co. Long-established East Anglian agricultural machinery dealer representing John Deere and complementary brands. Comparable multi-depot dealer model serving arable farming customers with full sales, parts and service.
• Crawfords Group: South East England agricultural and groundcare equipment dealer with multi-branch operations. Directly comparable in customer mix, brand portfolio, and aftersales service model.
• Ripon Farm Services: UK-based agricultural and groundcare equipment dealer operating across Yorkshire with similar multi-brand tractor and groundscare franchises. Direct head-to-head competitor for farm equipment sales and aftersales.
• Tallis Amos Group: Multi-branch agricultural and groundcare equipment dealer in the West Midlands and Welsh borders. Similar multi-brand portfolio approach with focus on premium tractor franchises.

Emerging players

• Russell Group (agricultural machinery dealer): Scottish agricultural machinery dealership group with multi-branch operations and complementary brand portfolio. Smaller in scale but employs the same depot-based dealer model targeting commercial farmers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/chandlersfe

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Chandlers Farm Equipment