Lauf Equipment

What Lauf Equipment does

Lauf Equipment is a privately held, family-owned farm, lawn, and construction equipment dealership headquartered at 541 W Highway 94 in Jefferson City, Missouri. Founded in 1942 by Alex Lauf and now in its third generation of family ownership, the company sells new and used agricultural tractors (Massey Ferguson, New Holland), commercial and residential mowers (Exmark, Toro, John Deere), hay and forage equipment (Hesston, Kuhn), construction equipment (Gehl skid steers), and specialty attachments (Bush Hog, Danuser, Echo, Gardner Welding, Jaylor). It serves farmers, property owners, and contractors across Missouri and is the only Five-Star Massey Ferguson Dealer in Missouri under the brand's 2026 Dealership Excellence Program.

The business operates a diversified revenue model built on five streams: equipment sales (transactional unit pricing, $4,000-$70,000 per item), parts sales through a 699-product online WooCommerce shop with direct shipping, full-service repair through an eight-technician service department with over 100 years of combined experience, financing referral income from AGCO Finance, TD Ameritrade, and Sheffield Financial, and farm-toy/collectibles merchandising. Distribution combines a single physical storefront with pickup/delivery and field service calls. The company is structured around three operating functions: sales (two named salespeople plus owner-led selling), service (eight technicians plus field-call staff), and parts (four named parts personnel).

Operationally, the business depends heavily on its long-tenured technical workforce and multi-generational family ownership succession (most recent: Jon Lauf joined as part-owner in 2022). The underlying technology stack is conventional — standard dealership inventory and a WooCommerce e-commerce platform — with no proprietary software products, AI/ML capabilities, or patents disclosed. No outside investors, parent company, or public-market listing is indicated.

Name

Lauf Equipment

Legal name

Lauf Equipment Co Inc

Website

https://laufequipment.com

Company type

Private

Founded year

1942

Operating status

Operating

Headcount range

11–50 employees

Short description

Lauf Equipment is a family-owned farm, lawn, and construction equipment dealership founded in 1942 in Jefferson City, Missouri, selling and servicing Massey Ferguson, Exmark, John Deere, and other major brands for farmers, residential property owners, and contractors across Missouri.

Ownership category

akta.pro rank

Headquarters

HQ city

Jefferson City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Sale of new and used agricultural equipment including tractors (Massey Ferguson, New Holland), mowers (Exmark, John Deere, Toro), and other farm implements. One-time transaction revenue model.
2. Parts Sales: Sale of replacement parts for all equipment brands sold. 699 products in inventory across multiple categories. Parts can be ordered online and shipped directly to customers.
3. Service and Repair: Full-service repair department with eight technicians skilled in lawn & garden equipment, agricultural, and construction equipment. Services include maintenance, diagnostics, warranty work, and field service calls.
4. Farm Toys and Merchandise: Sale of farm toys from Ertl, Spec Cast, and Bruder brands. Collectible rodeo buckles and memorabilia.
5. Financing Services: Partnered with AGCO Finance, TD Ameritrade, and Sheffield Financial to provide financing options for equipment purchases. Acts as intermediary generating referral income.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Lauf Equipment is a multi-brand agricultural, lawn and garden, and construction equipment dealership. It sells new and used equipment from brands such as Massey Ferguson, New Holland, John Deere, Exmark, Toro, Hesston, Kuhn, Bush Hog, Gehl, Danuser, Echo, AGCO, Sunflower, Jaylor, and Gardner Welding. It also operates a 699-SKU online parts shop and a full-service repair department staffed by eight technicians.

Product overview

Lauf Equipment is a family-owned farm and outdoor equipment dealership founded in 1942, located in Jefferson City, Missouri. The company operates as a single-location dealer offering a diverse portfolio of equipment brands rather than a unified software product. Core offerings include agricultural tractors (Massey Ferguson, New Holland), commercial and residential lawn mowers (Exmark, Toro, John Deere), hay and forage equipment (Hesston, Kuhn), construction equipment (Gehl skid steers), and specialty attachments (Bush Hog, Danuser, Echo). The company provides complementary services including parts sales, full-service repair with eight technicians, equipment pickup/delivery, financing options, and warranty support. The online shop also carries farm toys and collectibles. As the only Five-Star Massey Ferguson Dealership in Missouri, the business focuses on sales, service, and parts for physical equipment rather than software products.

Differentiator

Problem solved

Functional benefit

Products and services

• Massey Ferguson Tractors and Agricultural Equipment Full line of Massey Ferguson agricultural tractors and farm implements sold and serviced by Lauf Equipment as the only Five-Star Massey Ferguson Dealership in Missouri. Targeted at farmers and agricultural operations.
• Hesston by Massey Ferguson Hay and Forage Equipment Hesston hay and forage equipment including round balers, part of the AGCO family of brands, covered by a flat-rated 55-point inspection program. Targeted at farmers who cut and bale hay.
• Kuhn Farm Equipment Kuhn agricultural hay and forage equipment, including round balers, sold through Lauf Equipment. Targeted at hay and forage operations.
• Exmark Commercial Mowers Exmark commercial lawn mowing equipment sold and serviced by Lauf Equipment, with full-service and maintenance support including spring tune-ups. Targeted at commercial lawn care operators and property owners.
• Bush Hog Rotary Cutters Bush Hog rotary cutters and brush hog implements sold and serviced by Lauf Equipment, with parts available directly through the Bush Hog website.
• Gehl Skid Steer Loaders Gehl skid-steer loaders and construction equipment sold and serviced by Lauf Equipment, including 500-hour scheduled maintenance. Targeted at construction and landscaping contractors.
• Danuser Equipment and Attachments Danuser post drivers, custom posts, and compact equipment attachments sold by Lauf Equipment.
• Jaylor Equipment Jaylor equipment line sold and serviced through Lauf Equipment.
• Gardner Welding Equipment Gardner Welding custom welding and fabrication products sold through Lauf Equipment.
• Echo Outdoor Power Equipment Echo handheld outdoor power equipment including chainsaws, trimmers, and blowers sold by Lauf Equipment with manufacturer parts lookup.
• Sunflower Tillage Equipment Sunflower tillage and agricultural equipment sold through Lauf Equipment, with parts access via the AGCO parts lookup system.
• New Holland Tractors New Holland tractor line stocked in equipment inventory at Lauf Equipment.
• John Deere Equipment John Deere equipment stocked in inventory at Lauf Equipment, including rotary cutters and brush hog mowers.
• Toro Lawn Equipment Toro commercial and consumer lawn equipment stocked in inventory at Lauf Equipment.
• Replacement Parts and Components Fully stocked parts inventory including belts, filters, gauges, seals, sprockets, hoses, motors, blades, and repair kits for all brands sold. 699 SKUs available online for direct-to-door shipping.
• Equipment Service and Repair Full-service repair department with eight full-time technicians providing maintenance, diagnostics, warranty work, and field service calls for lawn and garden, agricultural, and construction equipment. Includes lawnmower pickup and delivery in the Jefferson City area.
• Massey Ferguson / Hesston / Kuhn Flat-Rated Baler Inspection Flat-rated baler inspection program covering 55 points of maintenance and inspection for Massey Ferguson, Hesston, and Kuhn round balers.
• Farm Toys and Collectibles Selection of farm toys from Ertl, Spec Cast, and Bruder brands sold in the online shop, plus collectible rodeo buckles and memorabilia.
• Equipment Financing Referrals Referral-based financing partnerships with AGCO Finance (preferred for AGCO brands and used equipment), TD Ameritrade (preferred for Exmark contracts since Summer 2022), and Sheffield Financial (alternative for Exmark customers). Customers apply for credit through the respective partner platforms.
• AGCO Full Equipment Line Full range of AGCO agricultural equipment including Allis Chalmers, Hesston, and Gleaner brands, with access to AGCO parts lookup system.
• Lawn Mower Spring Tune-Up Spring lawn mower tune-up service including engine oil change, filter replacement, blade sharpening, deck leveling, spark plug replacement, cooling system cleaning, belt inspection, and tire pressure check. Quote-based pricing.
• 2018 New Holland T6.155 Tractor 2018 New Holland T6.155 tractor with 16x16 Powershuttle transmission, Hi Vis Roof, and 3 valves, priced at $70,000 as listed inventory.
• John Deere CX20 Rotary Cutter John Deere CX20 rotary cutter with 20-foot cut, 1000 RPM, and airplane tires, priced at $17,500 as listed inventory.
• John Deere 1517 Batwing Mower John Deere 1517 mower with 15-foot Batwing brush hog attachment and 540 RPM, priced at $8,500 as listed inventory.
• 2022 Toro Titan 54 Zero-Turn Mower 2022 Toro Titan 54 zero-turn mower with 54-inch cut, MyRide Suspension, Kohler engine, and 102 hours, priced at $4,000 as listed inventory.

Quantifiable outcome

• Only Five-Star Dealership in Missouri - recognized by Massey Ferguson's Dealership Excellence Program in 2026
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core and minor.

• Massey FergusoncoreChannel Partner/ Reseller/ DistributorFlagship brand sold by Lauf Equipment. Exclusive Five-Star Dealer status in Missouri. Products include tractors and hay equipment.
• Hesston by Massey FergusoncoreChannel Partner/ Reseller/ DistributorHay and forage equipment brand. Flat-rated baler inspection program with 55-point maintenance.
• ExmarkcoreChannel Partner/ Reseller/ DistributorCommercial lawn mowing equipment. Full service and maintenance offered including spring tuneups.
• KuhncoreChannel Partner/ Reseller/ DistributorFarm equipment brand for hay and forage. Round baler inspection program.
• Bush HogcoreChannel Partner/ Reseller/ DistributorRotary cutters and agricultural implements. Parts available through Bush Hog website.
• GehlcoreChannel Partner/ Reseller/ DistributorSkid-steer loaders and construction equipment. Full service maintenance including 500-hour service.
• DanuserminorChannel Partner/ Reseller/ DistributorEquipment brand. Company makes custom posts and other implements.
• Gardner WeldingminorChannel Partner/ Reseller/ DistributorCustom welding and fabrication services. Products sold through dealership.
• ECHOminorChannel Partner/ Reseller/ DistributorOutdoor power equipment including chainsaws, trimmers, blowers. Parts lookup through ECHO website.
• AGCO EquipmentcoreChannel Partner/ Reseller/ DistributorFull range of AGCO agricultural equipment. Access to AGCO parts lookup system.
• SunflowerminorChannel Partner/ Reseller/ DistributorTillage equipment brand under AGCO. Parts through AGCO parts lookup.
• New HollandminorChannel Partner/ Reseller/ DistributorTractor brand. Currently selling New Holland T6.155 in inventory.
• John DeereminorChannel Partner/ Reseller/ DistributorEquipment brand. Currently selling John Deere CX20 and 1517 mower in inventory.
• TorominorChannel Partner/ Reseller/ DistributorCommercial and consumer lawn equipment. Currently selling Toro Titan 54 in inventory.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sydenstricker Implement: Family-owned John Deere dealer with locations across Missouri and neighboring states. Directly comparable as a multi-generation regional ag equipment dealer serving farmers and property owners with sales, parts, and service.
• PrairieLand Partners: John Deere dealer group operating across Kansas and western Missouri — directly overlapping Lauf's service geography. Highly comparable as a regional full-line ag and construction equipment dealer offering sales, parts, and service with multi-location scale.
• Heritage Tractor: Family-owned John Deere dealer group based in Kansas with 16 locations across the central US. Closely comparable to Lauf as a multi-generation family business selling tractors, hay equipment, and commercial mowers with full parts and service operations.

Broad incumbents

• Brandt Tractor (formerly Cervus Equipment): One of the world's largest John Deere construction and forestry equipment dealers, headquartered in Canada. Comparable to Lauf in business model (full-line equipment sales, parts, service) and in carrying complementary brands like Gehl-equivalent construction equipment.
• Stotz Equipment: A 25-location John Deere dealer group operating across the western US. Comparable as a multi-generation family-rooted agricultural equipment dealer with parts, service, and sales operations similar to Lauf's three-revenue-stream model.
• Ag-Pro Companies: Large John Deere dealer group operating across the southeastern US with 80+ locations. Comparable to Lauf in business model (multi-brand ag and turf equipment sales, parts, service), though at significantly greater scale.
• RDO Equipment Co. One of the largest John Deere dealer networks in North America with 75+ locations across multiple states. Comparable to Lauf as a multi-line agricultural and construction equipment dealer, though operating at vastly greater scale and as a John Deere-exclusive house.

Regional players

• Hutson Inc: John Deere dealer group operating across Kentucky, Tennessee, Indiana, and Illinois. Comparable as a regional full-line ag and turf equipment dealership with parts, service, and financing operations similar to Lauf.
• Plains AG (formerly Plains Equipment Group): Multi-line Case IH and New Holland dealer operating across Nebraska and Kansas. Comparable to Lauf as a regional ag equipment dealer with similar mix of tractor, hay, and construction equipment sales plus service.

Emerging players

• Burkholder's Lawn & Garden: Independent multi-brand outdoor power equipment dealer in Pennsylvania. Comparable to Lauf's turf side of the business (Exmark, Toro, Echo) as a regional lawn mower and small engine dealer with service and parts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights1 record

Customer concentration

• Facebookfacebook.com/100067335406984
• LinkedInlinkedin.com/company/lauf-equipment-co-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 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 Lauf Equipment