Johnsons of Cheadle

What Johnsons of Cheadle does

Johnsons of Cheadle is a family-run agricultural and groundcare equipment dealer established circa 1995, operating from two branches in Staffordshire, England. The Cheadle branch serves predominantly dairy farming operations while the Eccleshall branch addresses large arable customers. The company employs 17 staff including five service engineers, and operates as an appointed dealer for multiple premium agricultural equipment brands: Komatsu (Utility excavators and wheel loaders), AODES (UTVs), Case IH (tractors and Axial-Flow combines), Horsch (cultivators, drills, sprayers), SIP (grassland machinery), Richard Western (trailers and spreaders), SlurryKat (slurry tankers), Teagle (feeders, bedding, muck spreaders), Keenan (diet feeders), Ovlac (ploughs), and supporting brands. Its geographic market covers Staffordshire, Derbyshire, and Shropshire.

The company's revenue model is multi-stream: one-time equipment sales of new and used machinery (both retail and trade), usage-based tractor and machinery hire (Case IH Puma 220, Puma 165 CVX, Strautmann forage wagon), recurring parts supply and service contracts, and professional engineering services including machining, welding, fabrication, hydraulic ram repairs, hose manufacturing, and custom products (G&SJ Johnson log splitters and log shears, estate fencing, drainage channels). Pricing is bifurcated — consumer-grade groundcare equipment is individually priced and e-commerce enabled (£204 to £3,899), while larger agricultural machinery is quote-based requiring direct sales engagement.

Go-to-market is sales-led, combining depot-based direct sales, an e-commerce website for smaller equipment, attendance at regional events (Staffordshire County Show), and direct contact via a dedicated sales team and parts department. The business positions itself as a full-service agricultural partner offering new equipment, used equipment, hire, parts, service, and engineering under one roof, with a stated value proposition of minimizing downtime and maximizing productivity for Staffordshire and Derbyshire farmers.

Name

Johnsons of Cheadle

Legal name

Johnsons of Cheadle

Website

https://johnsonsag.co.uk

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Johnsons of Cheadle is a family-run agricultural equipment dealer operating two branches in Staffordshire (Cheadle and Eccleshall), supplying new and used machinery, parts, service, hire, and engineering services to dairy and arable farms across Staffordshire, Derbyshire, and Shropshire.

Ownership category

akta.pro rank

Headquarters

HQ city

Stoke-on-trent

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, Technology or R&D

Revenue model

1. Equipment Sales: Sales of new and used agricultural machinery including tractors, excavators, UTVs, mowers, trailers, and implements. Both retail and trade sales through their depot and website.
2. Tractor & Machinery Hire: Rental of tractors and agricultural machinery including Case IH Puma models with front linkage and PTO. Short-term hire services to customers needing equipment without purchase.
3. Parts & Service: Dedicated spare parts sales and service/repair operations. The company employs service engineers and maintains a parts facility for customer support.
4. Engineering Services: Custom machining, welding, fabrication, and hydraulic ram repairs. Manufacturing of custom products including estate fencing and drainage channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Johnsons of Cheadle is a family-run agricultural and groundcare equipment dealer that sells new and used machinery (excavators, UTVs, tractors, grassland, cultivation, drilling, spraying, slurry, trailers, and implements) from premium brands including Komatsu, AODES, Case IH, SIP, Horsch, Richard Western, SlurryKat, Teagle and Keenan. The company also operates tractor and machinery hire services, runs a dedicated spare parts team and service engineers, and provides in-house engineering, fabrication, hydraulic repair, and custom manufacturing (including G&SJ Johnson log splitters/shears and estate fencing) from its Cheadle and Eccleshall depots in Staffordshire.

Product overview

Johnsons of Cheadle is a family-run agricultural equipment dealer established over 30 years, serving Staffordshire, Derbyshire and surrounding areas. The company operates as a multi-brand dealer offering new and used machinery sales, tractor and equipment hire, spare parts, and engineering services. Their main franchises are Komatsu & AODES, supported by premium brands including SIP Grassland Machinery, Horsch Machinery (full range), Richard Western Trailers, SlurryKat products, Keenan Diet Feeders, Teagle Machinery, Heva Products, and Albutt Handling Equipment. Product portfolio spans excavators (Komatsu PC 55, PC 80), UTVs (AODES), tractors (CASE IH PUMA hire), grassland equipment (SIP), cultivation and drilling machinery (Horsch), trailers (Richard Western), material handling (Teagle feeder/bedding/muck spreaders), chainsaws and brushcutters (Echo, Kawasaki), ride-on mowers (Alpina), fertiliser spreaders (KRM L20), yard scrapers (Ritchie), and attachment equipment (MX buckets, LWC bale squeezes). The company also offers in-house manufactured products (G&SJ Johnson log splitters/shears) and custom engineering services including machining, hydraulic ram repairs, fabrication, and welding. Their hire fleet includes CASE IH tractors and Strautmann forage wagons. Forest and ground care equipment includes a comprehensive range of ECHO power tools and Alpina/Kawasaki brushcutters and hedgetrimmers.

Differentiator

Problem solved

Functional benefit

Products and services

• Komatsu Excavators New and used Komatsu mini and midi excavators (PC 55, PC 80) plus agricultural specification wheel loaders, supplied under the Staffordshire Marubeni-Komatsu Utility dealership for agricultural and construction buyers.
• AODES UTVs New and used AODES side-by-side vehicles and UTVs (Utility Task Vehicles) for agricultural, estate and groundcare buyers, sold under the AODES dealership.
• Tractor Hire Service Tractor hire service offering CASE IH Puma 220 and Puma 165 CVX models with front linkage and PTO for short-term rental to agricultural contractors and farmers.
• Machinery Hire - Strautmann Forage Wagon Forage wagon hire service featuring the Strautmann Giga-Vitesse 3601, supplied as an Ex-Demo unit, supporting seasonal silage and forage operations.
• Forest and Ground Care Equipment Range of forest and ground care equipment including Echo chainsaws (CS2511TES, CS362WES, CS4510ES, CS621SX), Echo brushcutters (SRM237TES, SRM262TES), Echo HC2020R hedge trimmer, Kawasaki BK27ED brushcutter, Alpina B28J brushcutter, and Alpina AT484 Li ride-on mower, targeted at estate owners, smallholders and groundcare professionals.
• Grillo CL75 Walk-Behind Brush Cutter Hydrostatic walk-behind brush cutter powered by a Honda GVX340 engine with 75cm cutting width and 50-150mm variable cutting height, for professional groundcare and estate use.
• SIP Grassland Machinery Full range of SIP grassland equipment including mowers, rakes, tedders and mergers, backed by SIP's 3-year warranty, for grassland and livestock farmers.
• Horsch Cultivation, Drilling and Spraying Equipment Full Horsch range of cultivators, drills and sprayers from 3m to 12m working widths, including the 3m Express power harrow and Maestro maize drill, for arable farming customers.
• Richard Western Trailers and Spreaders Full range of Richard Western trailers and spreaders, including the SF18HS trailer with commercial mono leaf spring suspension and 55-degree tipping angle, for agricultural transport and spreading operations.
• SlurryKat Slurry Equipment Full range of SlurryKat slurry tankers and umbilical slurry systems for agricultural slurry handling and environmental applications.
• Teagle Machinery Teagle product range including Tomahawk feeder and bedding machinery, Titan muck spreaders, flail toppers (Compact to Very Heavy Duty), and Tomahawk 8100, for livestock and mixed farms.
• Keenan Diet Feeders Keenan Diet Feeders for livestock nutrition and feed management on dairy and beef farms.
• KRM L20 Trend Fertiliser Spreaders KRM L20 Trend fertiliser spreaders with electronic control box, Trend shift and PTO sensors, available with a 450-litre extension, for accurate fertiliser application.
• MX 2.25m Bucket with Euro Brackets MX 2.25m tractor loader bucket with Euro brackets for handling and materials movement on farms.
• Kawasaki BK27ED Brushcutter 27cc Kawasaki 2-stroke brushcutter with cow horn handle and tap-and-go nylon head, for professional groundcare use.
• Alpina AT484 Li Ride-On Mower 84cm cutting deck ride-on lawn tractor with 352cc STIGA single-cylinder engine and 200-litre collector, suitable for gardens up to 3,000 square metres.
• 12ft Trailed Rollers 12ft trailed rollers for agricultural land management and soil preparation.
• Ritchie Yard Scrapers Ritchie yard scrapers with 50mm rubber, latched turnover, built-in A frame and fully galvanised construction, for yard maintenance.
• LWC Roll Tine Bale Squeeze LWC roll tine bale squeeze with bolt-on brackets to suit any machinery, for bale handling.
• LWC Soft Hands Bale Squeeze LWC soft hands bale squeeze with bolt-on brackets to suit customer needs, for gentle handling of wrapped bales.
• G&SJ Johnson Log Splitters and Log Shears In-house manufactured log splitters and log shears produced by Johnsons of Cheadle's own engineering team under the G&SJ Johnson brand, for firewood and forestry users.
• Custom Estate Fencing and Heavy Duty Drainage Channels Custom-designed estate style fencing and heavy duty drainage channels manufactured by the in-house engineering team for estates, farms and groundcare buyers.
• Engineering Services Engineering services including custom machining, hydraulic ram repair and refurbishment, fabrication, welding, hose manufacturing (1/4 inch to 1 1/4 inch, 2 and 4 wire) and bespoke manufacturing for agricultural customers.
• Agricultural Slurry Umbilical Pump Range Agricultural and environmental Criman pumps for effluent treatment and anti-pollution applications, supplied with world-class lay flat hose as part of the slurry umbilical range.
• Applied PTO-Driven Air Compressors Applied PTO-driven air compressors for slurry systems and sand blasting, providing highly efficient blow-out capability for agricultural use.
• Spare Parts Supply Dedicated spare parts supply and parts facility with a dedicated parts team, supporting customers across the dealership's equipment brands to minimise downtime.
• Service and Repair Service and repair operations employing five service engineers across the two branches, providing warranty and aftermarket support for the dealership's equipment range.
• Gas Products Range of gas products stocked for agricultural customer needs, supplied through the parts department.
• Buckbootz Work Boots Buckbootz work boots supplied as part of the merchandise range, positioned as durable and comfortable safety footwear for agricultural workers.

Quantifiable outcome

• Minimising downtime and maximising productivity through combined parts and sales team

Named customers3 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core, major and standard.

• AODEScoreChannel Partner/ Reseller/ Distributor · 22 January 2026Johnsons of Cheadle appointed as new dealer for AODES products (UTVs). AODES is a leading global powersports brand of ODES Industry, established by an experienced mechanic turned entrepreneur. Johnsons now offers AODES UTVs in new and used categories.
• Marubeni-KomatsucoreChannel Partner/ Reseller/ Distributor · 25 October 2024Johnsons of Cheadle appointed as Staffordshire dealer for Komatsu Utility machines and agricultural specification wheel loaders. The appointment provides local expertise and increases coverage for Komatsu Utility customers in Staffordshire. Range includes mini and midi excavators, wheeled excavators, skid steers and wheel loaders.
• SlurryKatmajorChannel Partner/ Reseller/ Distributor · 30 September 2024Appointed as dealers for the full range of SlurryKat products in September 2024. SlurryKat manufactures slurry tankers and umbilical slurry systems.
• Richard WesterncoreChannel Partner/ Reseller/ Distributor · 11 March 2024Full line dealers for Richard Western products since March 2024. Richard Western is one of the leading trailer and spreader manufacturers in the UK, combining quality, reliability and efficiency for modern agriculture.
• OvlacstandardChannel Partner/ Reseller/ Distributor · 28 July 2023Ovlac plough distributor since July 2023. Ovlac is a family company manufacturing farming equipment since 1936, the biggest Spanish soil working equipment manufacturer producing mouldboard ploughs, cultivators, and short disc harrows.
• HorschcoreChannel Partner/ Reseller/ Distributor · 11 August 2020Partnership established August 2020 to provide full range of Horsch cultivators, drills and sprayers to Staffordshire customers. Horsch products include 3m to 12m machines. Les Bailey, Sales Manager noted customers were keen to have the brand. Stephen Burcham, General Manager for HORSCH UK, expressed delight at working with Johnsons.
• SIP Grassland MachinerymajorChannel Partner/ Reseller/ Distributor · 18 June 2020SIP specialists in grass harvesting systems became a new franchise in June 2020. SIP has 65 years of experience producing mowers, rakes, tedders and mergers. Their philosophy is ROBUST covering Durability, Efficiency & Usefulness with 3 years warranty on all kit.
• Teagle MachinerymajorChannel Partner/ Reseller/ DistributorFull range dealer for Teagle products including feeder and bedding machinery (Tomahawk range), muck spreaders (Titan series), flail toppers, and universal bucket products.
• Keenan SystemsstandardChannel Partner/ Reseller/ DistributorDealer for Keenan Diet Feeders, supporting nutritional feeding equipment for livestock operations.
• Heva ProductsstandardChannel Partner/ Reseller/ DistributorSupplier of Heva equipment as part of the premium product range offered by Johnsons.
• Albutt Handling EquipmentstandardChannel Partner/ Reseller/ DistributorDealer for Albutt Attachments handling equipment as part of their product range.
• Case IHcoreChannel Partner/ Reseller/ DistributorMain Case IH dealer providing flagship Axial-Flow combines and high horsepower tractors. Serves large arable operations through Eccleshall branch.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lister Wilder: Groundcare and agricultural equipment dealer across southern England, stocking Kubota, Echo and complementary brands. Comparable in the groundscare/forest-equipment side of Johnsons' offering, including chainsaws, brushcutters and ride-on mowers.
• Acorn Tractors: UK agricultural and groundcare dealer focused on Kubota and complementary franchises. Comparable multi-revenue-stream dealer model with sales, service and parts across arable, dairy and groundscare segments.
• Ripon Farm Services: Family-run agricultural machinery dealer in Yorkshire and the North East representing multiple premium franchises. Comparable regional multi-franchise dealer model with sales, parts, service and hire.
• Ben Burgess: East Anglia-based agricultural machinery dealer holding Case IH and complementary franchises, with multiple branches. Comparable multi-franchise regional dealer serving arable customers with parts, service and used machinery.
• Farol Ltd: John Deere main dealer with multiple branches across central/southern England offering new and used machinery, parts, service and hire. Comparable as a multi-branch, multi-revenue-stream agricultural equipment dealer serving arable and mixed farms.
• Chandlers Farm Equipment: Case IH main dealer with branches across central and southern England. Directly comparable franchise mix (Case IH combines and tractors plus complementary brands) and dealer structure.
• Ernest Doe & Sons: Long-established family-run UK agricultural machinery dealer with multiple branches across Essex, Suffolk, Hertfordshire and surrounding counties. Closely comparable multi-franchise dealer model, mix of premium brands, parts/service/hire offering and family ownership profile.
• Cornthwaite Group: Family-run agricultural machinery dealer group across northern England and North Wales holding multiple premium franchises. Comparable regional multi-branch dealer model targeting arable and livestock customers.
• R Hunt Ltd: Family-run agricultural and groundcare machinery dealer in Hampshire/Dorset, multi-franchise with sales, parts and service. Comparable regional family-owned dealership profile and product mix.

Broad incumbents

• Carrs Billington: Larger UK agricultural merchant and machinery dealer combining fuel, feed, farm supplies and equipment. Broader incumbent than Johnsons but competes for the same farmer capital-equipment and parts spend across overlapping regions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/JohnsonsofCheadle

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Johnsons of Cheadle