Cap Alliance
Cap Alliance is a French agricultural cooperative purchasing network serving 250+ agricultural equipment dealers across France, Spain, and Portugal with aggregated procurement, proprietary MDD brands, e-commerce infrastructure, and maintenance services since 1991.
- Company typePrivate
- Founded1993
- HeadquartersSaint-Jean-de-Braye, France
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Cap Alliance does
Cap Alliance is a French agricultural cooperative purchasing network (centrale d'achat) that aggregates procurement for a member base of more than 250 agricultural equipment dealers operating across France, Spain, and Portugal. Founded in 1991 and headquartered in Saint-Jean-de-Braye, France, the cooperative centralizes supplier negotiations, logistics, and shared services on behalf of its dealer members, who in turn serve small, medium, and large farms with parts, accessories, consumables, and machinery. The legal structure is a Société coopérative à capital variable (variable-capital cooperative company) under French law, meaning members are shareholders with democratic governance, and surpluses are redistributed via patronage refunds (ristournes) in proportion to each member's purchase volume; the entity is self-financed through member contributions with no external debt.
The offering combines five layers: (1) a procurement aggregation platform covering major OEM brands plus five proprietary Marques de Distributeur (Discosppeed, Silver Parts, Equip Ferme, PulvéProtector, Puissance Max); (2) digital infrastructure including the Extranet member portal and GA Boutique, a 24/7 e-commerce site with real-time stock visibility and delivery tracking; (3) a Communication Platform providing member dealers with signage, digital campaigns, store layout planning, and printed materials; (4) a maintenance and repair services network covering air conditioning, hydraulics, oil analysis, tires, windshields, and COFRAC-accredited sprayer inspection via subsidiary PCS-PULVE; and (5) shared marketing and trade-show programming, including the annual Salon de l'Herbe et des Fourrages and member training events. The central organization runs on a lean staff of 19-25 employees, with 8 dedicated to commercial animation and supplier relations.
The go-to-market motion is channel-partner-led: Cap Alliance recruits new dealers to become members by offering preferential negotiated pricing, a comprehensive catalog, exclusive services, and shared marketing support designed to help smaller dealers compete against larger agricultural retail players. Revenue is generated through a combination of recurring member contributions and transaction-based margins on aggregated purchasing volume, with margins redistributed to members based on their level of participation. Recent strategic activity has focused on catalog expansion (notably the PRONAR partnership for haymaking machinery in September 2024), new supplier onboarding (LACME, HG Constructeur, Bruneau), and the rollout of seasonal product ranges such as the 2024 green-space maintenance line.
Cap Alliance firmographics
Firmographics- Name
- Cap Alliance
- Legal name
- CAP ALLIANCE
- Website
- https://capalliance.fr
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cap Alliance is a French agricultural cooperative purchasing network serving 250+ agricultural equipment dealers across France, Spain, and Portugal with aggregated procurement, proprietary MDD brands, e-commerce infrastructure, and maintenance services since 1991.
- Ownership category
- akta.pro rank
Cap Alliance industry classification
Industry- Product category
- Agricultural Equipment Distribution
- NAICS
- Wholesale Trade Agents and Brokers (4251)
- SIC
- Services-Membership Organizations (8600), Wholesale-Industrial Machinery & Equipment (5084)
- akta.pro primary industry
- Specialty Membership Clubs (Category-Focused) (CRAEADAI)
- akta.pro secondary industry
- Hybrid Retail-Wholesale Membership Clubs (B2B2C) (CRAEADAD)
Keywords
Where Cap Alliance is headquartered
LocationHeadquarters
- HQ city
- Saint-Jean-de-Braye
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Cap Alliance business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Cooperative Membership Fees: Members pay subscriptions/contributions to join the cooperative and access collective purchasing power. Benefits are redistributed according to participation: the more members purchase, the more they receive in returns.
- Product Distribution Margins: The cooperative negotiates prices with suppliers and passes savings to members. Revenue is generated through collective purchasing volume and redistributed benefits model where margins are shared with members based on their participation.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Cap Alliance product offering
Product offeringCore offering
Cap Alliance is a French cooperative purchasing network for agricultural equipment dealers, founded in 1993. It aggregates the buying power of more than 250 independent member dealer points of sale across France, Spain, and Portugal to distribute agricultural parts, accessories, and proprietary own-brand (MDD) product lines. The cooperative enables independent dealers to access supply, pricing, and private-label products they could not negotiate individually.
Product overview
Cap Alliance is a cooperative purchasing central for agricultural equipment and parts, operating across France, Spain, and Portugal with over 250 retail locations. The offering is structured as a B2B cooperative model combining: (1) a purchasing aggregation platform enabling members to source agricultural machinery, spare parts, accessories, and green space equipment at negotiated rates; (2) five proprietary MDD (Marques de Distributeur) brands (Discosppeed, Silver Parts, Equip Ferme, PulvéProtector, Puissance Max); (3) digital platforms including the GA Boutique e-commerce site and Extranet member portal; (4) a Communication Platform (Plateforme Com') for marketing and communication support; and (5) a network maintenance services covering air conditioning, hydraulics, oil analysis, tires, windshields, and COFRAC-accredited sprayer inspections. The core value proposition is collective purchasing power through mutualization of procurement, logistics, and services.
Differentiator
Problem solved
Functional benefit
Brands
- DISCOSPEED: Own brand of agricultural machinery/distributor brand
- Silver Parts
- Equip Ferme
- PulveProtector
- Puissance Max
Companies that use Cap Alliance
Customer profileSegments2 records
Ideal customer profiles1 record
Cap Alliance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Cap Alliance partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- PRONARcoreNew strategic partnership with PRONAR, a leading supplier of agricultural equipment specializing in haymaking machinery, dumpers, and trailers. The partnership expands CAP ALLIANCE's catalog with high-performance equipment for haymaking (mowers, swath turners, and balers) and agricultural trailers for harvest transport and logistics.
- LISAGRIcorePartnership with LISAGRI for internal signage, outdoor signage, open house kits, digital communication platform, and website development services for member dealers. LISAGRI provides specialized competencies and services available to all network members.
- LACMEminorPromotional partnership for LACME products including pneumatic tools and spraying equipment with special offers available until June 30, 2025.
- BruneauminorSupplier partnership for workshop equipment, tools, power tools, vehicle maintenance equipment, storage solutions, and farm equipment products.
- HG ConstructeurminorNew supplier reference for agricultural equipment products.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Cap Alliance competitors and assessment
Company assessmentBroad incumbents
- Terrena: Terrena is a major French agricultural cooperative serving farmers with crop, livestock, and retail services. Comparable in cooperative structure and French market presence, though with a much broader scope than Cap Alliance's dealer-focused purchasing central.
- InVivo Group: InVivo is one of France's largest agricultural cooperative groups operating across crop, wine, retail, and digital farming services. A broad incumbent that influences French agricultural distribution dynamics relevant to Cap Alliance's dealer members.
- Agrial: Agrial is a major French agricultural cooperative with farmer members across crops, livestock, and agricultural retail/distribution. Comparable to Cap Alliance in cooperative governance and French agricultural market presence, though broader in scope.
- Axéréal: Axéréal is a French agricultural cooperative group with grain collection, malting, and distribution operations. Operates under the same cooperative legal form as Cap Alliance and is part of the same French agricultural ecosystem.
- Eureden: Eureden is a major French agricultural cooperative serving farmers with crop inputs, livestock, retail, and equipment services. While broader and farmer-facing rather than dealer-facing, it represents the large French cooperative archetype against which Cap Alliance's specialized dealer-purchasing model competes and differentiates.
- Vivescia: Vivescia is a French agricultural cooperative group with grain, malting, and agricultural distribution activities. Comparable as a French agricultural cooperative, though farmer-facing rather than dealer-facing like Cap Alliance.
Direct peers
- Kramp: Kramp is the largest European B2B distributor of agricultural and forestry parts, serving dealers with a vast catalog, own-brand portfolio, and digital ordering platform. Directly comparable to Cap Alliance as a parts-supply purchasing/distribution partner for agricultural equipment dealers across Europe.
- Granit Parts: Granit Parts is a Germany-based B2B parts distributor serving agricultural machinery dealers with a large catalog and own-brand offering. Operates a similar dealer-supply model to Cap Alliance, including digital ordering and exclusive brand programs.
- Sparex (Exolum): Sparex is a global agricultural parts distributor and own-brand supplier to equipment dealers and distributors. Mirrors Cap Alliance's role of pooling dealer demand and supplying parts, accessories, and accessories under own brands.
Regional players
- BayWa: BayWa is a German-headquartered agricultural trading, services, and equipment distribution group. Comparable in agricultural equipment distribution and B2B dealer services, but operates primarily in German-speaking markets rather than the French/Iberian footprint of Cap Alliance.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Cap Alliance social profiles
Digital presenceCap Alliance compliance and trust
Trust signalCompliance2 records
Cap Alliance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cap Alliance leadership team
Management profileNumber of profiles
Cap Alliance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cap Alliance 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 Cap Alliance
What does Cap Alliance do?
Cap Alliance is a French cooperative purchasing network for agricultural equipment dealers, founded in 1993. It aggregates the buying power of more than 250 independent member dealer points of sale across France, Spain, and Portugal to distribute agricultural parts, accessories, and proprietary own-brand (MDD) product lines. The cooperative enables independent dealers to access supply, pricing, and private-label products they could not negotiate individually.
Is Cap Alliance a public or private company?
Cap Alliance is a private company. It is classified as management employee owned and is currently operating.
When was Cap Alliance founded?
Cap Alliance was founded in 1993. It employs 11 to 50 people.
Where is Cap Alliance based?
Cap Alliance is headquartered in Saint-Jean-de-Braye, France, in the Europe region.
How does Cap Alliance make money?
Two revenue lines are on record. Cooperative Membership Fees are the primary driver. The others are product Distribution Margins.
Who are Cap Alliance's main competitors?
Broad incumbents on record are Terrena, InVivo Group, Agrial, Axéréal, Eureden and Vivescia. Direct peers are Kramp, Granit Parts and Sparex (Exolum). BayWa is listed as a regional player.
Does Cap Alliance have an API?
No public API is recorded for Cap Alliance.
What industry is Cap Alliance in?
Cap Alliance's product category is Agricultural Equipment Distribution. Its primary akta.pro industry code is CRAEADAI, Specialty Membership Clubs (Category-Focused), with a secondary code of CRAEADAD, Hybrid Retail-Wholesale Membership Clubs (B2B2C). Its NAICS code is 4251 and its SIC code is 8600.