Veenma

What Veenma does

Veenma is a privately held, family-owned Dutch machinery dealer and workshop operator headquartered in Dokkum with roots in Niawier, where Jan Veenma founded a village blacksmith business in 1945. Over eight decades the company has evolved into a multi-brand mechanization specialist selling and servicing agricultural tractors, garden and park equipment, internal transport equipment, industrial cleaning systems, and mini-excavators. Its OEM portfolio spans more than fifty brands including Fendt, Valtra, Kubota, Husqvarna, Gardena, Kärcher, Sany, CFMoto, Landini, and Kverneland, making it a one-stop regional channel for Friesland-area farmers, professional groundskeepers, contractors, municipalities, and harbor services.

Veenma generates revenue across four streams: product sales through its Dokkum storefront and same-day-shipping e-commerce webshop (with free delivery over EUR 100), workshop services such as repairs, hydraulic hose pressing, tire service, welding, and PLC-based tractor calibration, on-site service delivery via the Service ter plaatse program, and custom builds (speciaalbouw) including the in-house developed Monoclean Kistenwasher, Turn-Over Kistendraaier, and Eco Weedkiller zero-emission weed control lines. Pricing is publicly disclosed on a per-unit basis, with service prices such as EUR 65 for a mower service without crimper and EUR 85 with crimper, and product examples ranging from EUR 63.54 for Grisport safety shoes to EUR 5,205.79 for a Husqvarna Automower 550 EPOS. Distribution combines a physical showroom, an online webshop, direct enterprise sales (including exports to Arabia, Brazil, China, Germany, India, Poland, Portugal, Romania, Russia, and Ukraine), and the Parts Partner spare-parts program.

Operating segments are organized vertically across Agriculture (arable and dairy/livestock), Garden and Park, Internal Transport, Cleaning Industry, and Construction and Earthmoving, each supported by named OEM brands and dedicated service capacity. Notable featured customers include Dijkstra Hiaure (Landini DT105 Vision for biological chicken farming), Talsma Kraanverhuur (Kubota M6040 DTHQ with Robust F15 loader), Mts. Riemersma (Kverneland sowing combination), Gemeente Kollumerland (Schuitemaker snow removal machines), and Havendienst Lauwersoog (Swingo 225 sweeper). Headcount is in the 11-50 range, with active hiring across technical and sales roles. The company carries a 4.6/5 Google review rating and operates as an authorized dealer with respect to its OEM principals.

Name

Veenma

Legal name

Veenma

Website

https://veenma.nl

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

11–50 employees

Short description

Veenma is a family-owned Dutch agricultural, garden, and industrial machinery dealer and workshop based in Dokkum, founded in 1945. The company sells and services equipment from more than fifty OEM brands to farmers, municipalities, contractors, and garden professionals in the Netherlands and exports to ten countries.

Ownership category

akta.pro rank

Product category

Agricultural & Industrial Machinery

NAICS

Farm Machinery and Equipment Manufacturing (333111), Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Agricultural Tractor & Field Machinery Vehicle Manufacturing (IMACAFAB)

akta.pro secondary industries

Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH), Crop Protection & Application Equipment (Sprayers/Spreaders) (IMAHACAC), Workshop Tools, Equipment & Lift Systems Distribution (TLAKAOAM)

Keywords

• Agricultural machinery supply
• Garden equipment retail
• Tractor dealership services
• Robot mower sales
• Custom machine building

Headquarters

HQ city

Dokkum

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Product Sales: Veenma generates revenue primarily through selling agricultural machinery, garden equipment, tractors, and related products through their physical store and online webshop. Products include hand tools to complete machines, robot lawn mowers, tractors, and specialized equipment.
2. Service and Repair: Revenue from workshop services including repairs, maintenance, on-site service, VA/VCA inspections, and parts supply through their Parts Partner program.
3. Custom/Special Builds: Production of small series of self-developed machines including Monoclean kistenwasser and Turn-Over kistendraaier, as well as customer-specific modifications.
4. Workshop Services: Comprehensive workshop services including hydraulic hose pressing, tire service, welding, and air conditioning maintenance.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Veenma supplies and services agricultural, garden, and industrial machinery through a physical store in Dokkum and an online webshop at veenma.nl. The company sells and services tractors, robot mowers, ride-on mowers, pressure washers, chainsaws, mini excavators, ATVs, and consumables as a multi-brand dealer for Fendt, Valtra, Kubota, Husqvarna, Gardena, Kärcher, Sany, CFMoto, Landini, and Kverneland. The company also operates a workshop providing repairs, on-site service, parts supply through its Parts Partner program, VA/VCA inspections, and custom-built machinery including the self-developed Monoclean crate washer, Turn-Over crate turner, and Eco Weedkiller zero-emission weed control equipment.

Product overview

Veenma is a Dutch agricultural and garden machinery dealer offering a diverse portfolio of products and services. The company operates both as a traditional machinery dealer (selling and servicing tractors, agricultural equipment) and as an e-commerce retailer. Key product categories include robot mowers (Husqvarna, Gardena), ride-on mowers and front mowers (Husqvarna), pressure washers (Husqvarna, Kärcher, Ceres Cleaning), chainsaws, agricultural machinery (Sany mini excavators, CFMoto vehicles), and specialty equipment (Monoclean crate washers, Eco Weedkiller). Veenma also provides workshop services, on-site service, Parts Partner distribution, and custom-built machinery (speciaalbouw). The product lineup spans from consumer-grade garden tools to professional agricultural equipment, with a strong emphasis on Husqvarna and Gardena brands alongside specialty products.

Differentiator

Problem solved

Functional benefit

Products and services

• Workshop Repair & Maintenance Services (Werkplaats)
• On-Site Service (Service ter plaatse)
• Parts Partner Distribution
• Custom Machine Building (Speciaalbouw)
• VA/VCA Safety Inspections
• Robot Mower Winter Maintenance (Winterbeurt Robotmaaier)
• Monoclean Kistenwasser
• Turn-Over Kistendraaier
• Eco Weedkiller
• Husqvarna Automower Robot Mowers
• Husqvarna Rider Mowers
• Husqvarna Pressure Washers
• Husqvarna Chainsaws and Handheld Power Tools
• Gardena Smart Robot Mowers
• Kärcher Professional Cleaning Equipment
• Sany Mini Excavators
• CFMoto ATVs & Quads
• Agricultural Tractors (Fendt, Valtra, Kubota, Landini)
• Kverneland Agricultural Implements
• Personal Protective Equipment and Consumables

Quantifiable outcome

• 4.6/5 Google reviews rating
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability7 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• FendtcoreChannel Partner/ Reseller/ DistributorFendt dealer offering tractors and agricultural machinery. Veenma has invested heavily in Fendt parts inventory and offers Fendt sales, service, and parts supply.
• ValtracoreChannel Partner/ Reseller/ DistributorValtra tractor dealer with close relationship including factory visits to Finland (Suolahti factory). Organized study trips for customers to celebrate Valtra's 60th anniversary.
• KubotacoreChannel Partner/ Reseller/ DistributorKubota dealer offering tractors including M-series with front loader capabilities. Regularly participates in Kubota winter shows.
• HusqvarnacoreChannel Partner/ Reseller/ DistributorHusqvarna dealer offering full range of products including robot mowers, ride-on mowers, front mowers, chain saws, hedge cutters, and high-pressure cleaners.
• GardenacoreChannel Partner/ Reseller/ DistributorGardena dealer offering robot mowers, garden pumps, irrigation systems, and garden tools through webshop.
• KärchercoreChannel Partner/ Reseller/ DistributorKärcher dealer offering high-pressure cleaners, vacuum cleaners, and professional cleaning equipment.
• SanycoreChannel Partner/ Reseller/ DistributorSany mini excavator dealer offering SY10U through SY60C models including electric variants.
• CFMotominorChannel Partner/ Reseller/ DistributorCFMoto dealer offering quads and ATVs including CFORCE and UFORCE models for agricultural use.
• LandiniminorChannel Partner/ Reseller/ DistributorLandini tractor dealer, sold DT105 Vision to biological chicken farm customer.
• KvernelandminorChannel Partner/ Reseller/ DistributorKverneland agricultural equipment dealer offering sowing combinations and other implements.
• Parts PartnercoreTechnology or IntegrationParts Partner program for spare parts supply and logistics, enabling efficient parts distribution to customers.
• De Vor (Fendt/Kubota Importer)coreChannel Partner/ Reseller/ DistributorDutch importer for Fendt and Kubota. Veenma organizes customer trips to De Vor's winter shows and facilities.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Kamps de Wild: Netherlands-based agricultural machinery dealer and distributor offering tractors, implements, and service across multiple locations, directly comparable to Veenma's multi-brand dealer model.
• Mechan Groep: Dutch agricultural machinery dealer group operating across multiple locations with multi-brand offerings similar to Veenma, serving farmers and contractors in the Netherlands with tractors, implements, and service.
• ZHEVA: Dutch agricultural machinery dealer offering tractors and implements to farming and contractor customers in the Netherlands, comparable in scope and customer base to Veenma.
• Pols Mechanisatie: Dutch agricultural mechanisation dealer offering tractors, equipment, and service to farming and contractor customers with a similar multi-brand portfolio to Veenma.

Broad incumbents

• Husqvarna Group: Global manufacturer of outdoor power products including robotic mowers, chainsaws, and ride-on mowers, a core brand Veenma distributes. Comparable as a broad incumbent whose products form a significant part of Veenma's garden and park offering.
• Kverneland Group: European manufacturer of agricultural implements including sowing combinations and tillage equipment, one of Veenma's partner brands. Comparable as a broad incumbent supplying products that Veenma distributes and services.
• AGCO Corporation: Global manufacturer of agricultural equipment including Fendt and Valtra (two of Veenma's key OEM partners). Comparable as the parent brand that Veenma represents at the dealer level, with broad incumbent position in tractors and farm machinery.
• CNH Industrial: Global manufacturer of agricultural and construction equipment under brands such as Case IH, New Holland, and Steyr. Comparable as a broad incumbent operating in the same tractor and agricultural machinery space Veenma services.
• Reesink Agri: Dutch agricultural machinery group distributing multiple major brands with a broader scale than Veenma. Comparable as a larger regional player in the same multi-brand agricultural dealership space.
• Kubota Corporation: Japanese manufacturer of tractors and agricultural machinery, one of Veenma's core OEM partners. Comparable as a global incumbent whose products Veenma distributes and services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Veenma
• LinkedInlinkedin.com/company/veenma-mechanisatie-b.v.

Revenue estimate

Valuation estimate

Number of profiles

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 Veenma