Farmas
Farmas A/S is Denmark's largest New Holland agricultural machinery dealer, operating four branches across North and Central Jutland. The 90+ employee company sells and services tractors, combines, implements and spare parts, with a Scandinavia-leading 65,000+ SKU parts warehouse and 24/7 mobile service.
- Company typePrivate
- Founded1941
- HeadquartersFarsø, Denmark
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Farmas does
Farmas A/S is a privately held Danish agricultural machinery dealership headquartered in Farsø, operating four branches across North and Central Jutland (Farsø, Viborg, Herning, Brønderslev). Founded in 1941 as Farsø Maskinværksted, the company has evolved over 80+ years into Denmark's largest New Holland dealer, selling and servicing tractors, combine harvesters, construction equipment, and a broad portfolio of agricultural implements from brands including Kverneland, Kuhn, MI, Hardi, Kongskilde, Dalbo, Dammann, Fasterholt, and Giant. Beyond core agricultural machinery, the company distributes Husqvarna garden equipment, Nilfisk cleaning systems, and consumer products through its farmas.dk e-commerce webshop.
The operational backbone is a 10,000 m² headquarters facility in Farsø housing the main workshop, spare parts warehouse (one of Scandinavia's largest at 65,000+ SKUs), and have/park department, supported by branch workshops with mobile service vans and 24/7 emergency support. The company offers OEM-aligned precision farming (PLM/GPS) integration including the My New Holland fleet-management portal, resells equipment financing through CNH Industrial Financial Services A/S, and operates an integrated parts platform via Kramp (10M+ SKU catalog) and Granit Parts. Dedicated department heads oversee sales (Thomas G. Mikkelsen), workshop (Flemming Nielsen), warehouse/logistics (Jan Hornbæk), and IT/Marketing (Thomas Ø. Kristensen). Leadership transitioned to Ole Rosengreen as Managing Director on 24 May 2024, with founder-family continuity preserved through his mother Anette Rosengreen remaining as CFO.
The business model rests on four revenue streams: (1) new and used agricultural machinery sales via quote-based B2B field sales at branch locations; (2) spare parts and REMAN components at fixed unit pricing (range 12 DKK small parts to 45,000+ DKK robotic mowers); (3) workshop services including winter inspections, repairs and on-site mobile service (after-hours call-out 750 DKK); and (4) ancillary consumer merchandise via Shopify-powered e-commerce with free delivery above 499 DKK. Customer concentration is spread across large and mid-sized farmers, machinery stations, contractors, municipal departments, and private consumers — with enterprise B2B driving the largest ticket transactions and the long tail of e-commerce providing revenue diversification.
Farmas firmographics
Firmographics- Name
- Farmas
- Legal name
- Farmas A/S
- Website
- https://farmas.dk
- Company type
- Private
- Founded year
- 1941
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Farmas A/S is Denmark's largest New Holland agricultural machinery dealer, operating four branches across North and Central Jutland. The 90+ employee company sells and services tractors, combines, implements and spare parts, with a Scandinavia-leading 65,000+ SKU parts warehouse and 24/7 mobile service.
- Ownership category
- akta.pro rank
Farmas industry classification
Industry- Product category
- Agricultural Machinery Dealership
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)
- SIC
- Farm Machinery & Equipment (3523), Agricultural Services (700)
- akta.pro primary industry
- Tractors & Power Units (IMAHACAA)
- akta.pro secondary industries
- Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH), Used & Refurbished Farm Machinery (Resale, Rebuild, Remanufacturing) (AFAAAAAI)
Keywords
Where Farmas is headquartered
LocationHeadquarters
- HQ city
- Farsø
- HQ country
- Denmark
- HQ region
- Europe
Offices4 records
Markets served
Farmas business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Agricultural Machinery Sales: Sale of new and used agricultural machinery including tractors, combine harvesters, and implements. Primary brand is New Holland, with additional brands including Kverneland, Kuhn, MI, Hardi, and others.
- Spare Parts: Sale of original spare parts and remanufactured (REMAN) components. One of Scandinavia's largest inventories with over 65,000 SKUs.
- Service and Maintenance: Workshop services including repairs, winter inspections, and maintenance. Includes mobile service fleet for on-site repairs and 24/7 emergency service.
- Financing Services: Equipment financing through CNH Industrial Financial Services A/S with flexible periods and competitive interest rates.
- Garden Equipment and Consumer Products: Sales of Husqvarna garden equipment, toys (Bruder, Siku), tools, workwear, and merchandise through e-commerce.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Agricultural machinery - quote-based pricing |
| Unit Pricing | Pay-as-you-go | E-commerce products - unit pricing |
| Other | Multi-year contract | Equipment financing |
| Other | Pay-as-you-go | Service and maintenance |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Farmas product offering
Product offeringCore offering
Farmas is Denmark's largest New Holland agricultural machinery dealer, selling new and used tractors, combine harvesters, construction equipment, and implements, complemented by one of Scandinavia's largest spare parts warehouses (65,000+ SKUs), workshop service with 24/7 mobile support, and a webshop offering garden equipment, tools, toys, and merchandise. The company serves farmers, machinery stations, contractors, municipal departments, and private consumers across North and Central Jutland.
Differentiator
Problem solved
Functional benefit
Products and services
- Agricultural Machinery Sales (New Holland and partner brands) Sale of new and used agricultural machinery including tractors, combine harvesters, sprayers, seeders, and implements, primarily New Holland brand, for farmers, contractors, and machinery stations in Denmark.
- New Holland Construction Equipment Sale of New Holland Construction products including excavators, wheel loaders, and related heavy equipment for contractors and construction companies.
- Spare Parts Sales and Distribution Sale of original and remanufactured (REMAN) spare parts from one of Scandinavia's largest spare parts inventories (65,000+ SKUs) with same or next-day delivery across Denmark and Scandinavia.
- Workshop Service and Maintenance Workshop services including repairs, winter inspections, and scheduled maintenance for agricultural and construction machinery, with a mobile service fleet providing on-site repairs and 24/7 emergency response.
- Equipment Financing (CNH Industrial Financial Services) Equipment financing solutions provided through a partnership with CNH Industrial Financial Services A/S, offering flexible periods, competitive interest rates, and convenient processing at Farmas locations.
- PLM Precision Farming Solutions GPS equipment and precision farming solutions (PLM) for tractors, including the My New Holland portal for fleet management, available whether the tractor is GPS-ready or not.
- Have-Park (Garden and Park Equipment) Sale of garden and park equipment including Husqvarna and Stihl machines, robot lawn mowers, chainsaws, and outdoor power products, available at the Farsø location's dedicated have-park department and through the webshop.
- Webshop (Tools, Toys, Workwear, Merchandise) Online store at farmas.dk offering products including Kramp tools, Bruder and Siku toys, Fiskars garden tools, workwear, New Holland merchandise, Nilfisk cleaning equipment, ATV products, and other accessories for both businesses and private consumers.
- Trackunit GPS Tracking Solution GPS tracking solution for machinery protection against theft, offered through a partnership with Trackunit.
- New Holland T7.300 Auto Command Tractor New Holland T7.300 Auto Command tractor premiered by Farmas in January 2023 — first time available in Midt- og Nordjylland. Launched at premiere events at the Herning and Farsø locations.
Quantifiable outcome
- Same or next-day spare parts delivery to customers across Denmark and Scandinavia
- +1 more outcomes
Companies that use Farmas
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
Farmas technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Farmas partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, major and minor.
- New Holland AgriculturecorePrimary brand partnership. Farmas is Denmark's largest New Holland dealer, selling and servicing New Holland tractors, combines, and construction equipment.
- KvernelandmajorAgricultural implements including plows and tillage equipment.
- KuhnmajorFull range of grass, soil, mulch, fertilizer, indoor, and loading/transport machinery.
- MI (Massey Ferguson Implements)majorAgricultural implements and attachments.
- HardimajorSpraying equipment for agricultural applications.
- KongskildemajorFeed mixers, mowers, stone collectors, row crop cultivators, and agricultural equipment.
- DalbominorAgricultural equipment including rollers and cultivators.
- HusqvarnamajorGarden equipment, chainsaws, and outdoor power products. Large product range including robot lawn mowers, lawn mowers, trimmers, and hedge cutters.
- KrampcoreOnline spare parts platform with over 10 million spare parts and products. Farmas offers Kramp Online service for easy customer registration.
- Granit PartsminorOnline spare parts catalog integration for additional parts sourcing.
- NilfiskminorHigh-pressure washers, vacuum cleaners, and sweepers for professional and consumer use.
- DammannminorAgricultural sprayers and spraying technology.
- FasterholtminorIrrigation equipment and systems.
- GiantminorCompact wheel loaders and telehandlers.
Scale indicators4 records
Recent moves8 records
Expansion highlights5 records
Farmas competitors and assessment
Company assessmentOthers
- Deere & Company: Global agricultural equipment manufacturer whose John Deere equipment competes head-to-head against New Holland in Danish/Jutland fields. Deere's dealer of record in Denmark (Semler Agro) is Farmas's most direct dealership competitor at the OEM level.
- CNH Industrial N.V. Manufacturer of New Holland, Case IH, and partner OEMs whose dealer network Farmas operates within. CNH Industrial is upstream supplier and brand partner, whose dealer-allocation decisions shape Farmas's market access and brand economics.
Broad incumbents
- AGCO Corporation: Global agricultural equipment manufacturer whose brands (Massey Ferguson, Fendt, Valtra) compete directly with New Holland in Farmas's territory. AGCO's dealer network sets the competitive benchmark that Farmas's premium-brand rivals operate within.
- Danish Agro Machinery A/S: Machinery retail arm of Danish Agro, distributing multiple brands (including CLAAS and other premium OEMs) across Denmark. Comparable as a competing multi-brand machinery distributor with wider group backing, overlapping customer segments and aftersales operations.
Direct peers
- Semler Agro A/S: Danish agricultural machinery dealer that is the principal John Deere dealer in Denmark. Directly comparable to Farmas in business model (multi-branch dealer, parts and service, precision agriculture offerings) but competing OEM brand.
Regional players
- Lantmännen Maskin AB: Swedish agricultural machinery dealer owned by the Lantmännen cooperative, distributing Valtra and other brands via a multi-branch Scandinavian network. Comparable dealer model, multi-brand aftersales, and precision agriculture offering; same industry and similar customer base in a neighboring Nordic market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Farmas social profiles
Digital presenceFarmas financial estimates
Financial estimateRevenue estimate
Valuation estimate
Farmas leadership team
Management profileNumber of profiles
Profiles6 records
Farmas funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Farmas M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Farmas
What does Farmas do?
Farmas is Denmark's largest New Holland agricultural machinery dealer, selling new and used tractors, combine harvesters, construction equipment, and implements, complemented by one of Scandinavia's largest spare parts warehouses (65,000+ SKUs), workshop service with 24/7 mobile support, and a webshop offering garden equipment, tools, toys, and merchandise. The company serves farmers, machinery stations, contractors, municipal departments, and private consumers across North and Central Jutland.
Is Farmas a public or private company?
Farmas is a private company. It is classified as family owned and is currently operating.
When was Farmas founded?
Farmas was founded in 1941. It employs 51 to 100 people.
Where is Farmas based?
Farmas is headquartered in Farsø, Denmark, in the Europe region.
How does Farmas make money?
Five revenue lines are on record. Agricultural Machinery Sales are the primary driver. The others are spare Parts, service and Maintenance, financing Services and garden Equipment and Consumer Products.
Who are Farmas's main competitors?
Others on record are Deere & Company and CNH Industrial N.V.. Broad incumbents are AGCO Corporation and Danish Agro Machinery A/S. Semler Agro A/S is listed as a direct peer. Lantmännen Maskin AB is listed as a regional player.
Does Farmas have an API?
No public API is recorded for Farmas.
What industry is Farmas in?
Farmas's product category is Agricultural Machinery Dealership. Its primary akta.pro industry code is IMAHACAA, Tractors & Power Units, with a secondary code of AFAAAAAH, Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools). Its NAICS code is 42382 and its SIC code is 3523.