KITE DOO

What KITE DOO does

KITE DOO is a Serbian authorized John Deere agricultural machinery dealer and integrated agronomy service provider headquartered in Čenej, Vojvodina. Founded in 2018 as a wholly owned subsidiary of Hungarian parent KITE Zrt, the company operates across the full agricultural production cycle for Serbian farmers: machinery sales, service, spare parts, agronomy inputs, precision agriculture, and commodity procurement. Its core product portfolio spans John Deere tractors, universal and silage combine harvesters, JCB telehandlers, forestry tractors, irrigation systems, turf-maintenance machines, Club Car vehicles, and attached implements from brands including KUHN, Joskin, LKT, ALPEGO, MONOSEM, and BEDNAR. Beyond machinery, the company runs a dedicated Agronomy sector distributing seeds, mineral fertilizers, pesticides, and specialty foliar fertilizers (e.g., Activefol N Plus, Mainstay Ca, Barrier, Germi MAX, Huminare), and since 2018 has procured commercial grain (corn, wheat, barley, sunflower, soy, oilseed rape) directly from farmers. A Precision Agriculture Technology (PAT) department launched in 2019 deploys John Deere satellite guidance and precision-farming systems, while the KiTeh (KITE Technologies) department provides sustainable crop-production consulting.

KITE DOO generates revenue through multiple, complementary streams: agricultural machinery sales (with financing options), spare parts and consumables, service and maintenance contracts, agronomy input distribution, agricultural commodity trading, and e-commerce retail through its KITE e-shop (shop.kitedoo.rs). Go-to-market combines a direct enterprise field-sales network of regional managers covering all major Serbian agricultural regions (Bačka, Banat, Srem, Mačva, Central and Southern Serbia), three owned service-distributive branches (Sremska Mitrovica, Bačka Topola, Ada), a phone-based ordering channel, and the proprietary e-commerce storefront. The service division operates 16 mobile teams equipped with modern diagnostic tools, trained to John Deere, KUHN, and JCB standards, with a 24/7 parts hotline during harvest season. Payments are processed through OTP Bank, and last-mile delivery is handled by City Express courier, restricted to Serbia.

The company serves primarily professional agricultural producers and commercial farms as its primary customer segment, with secondary segments in municipal turf management, forestry operations, and consumer retail via the e-shop. It is a private limited liability company (DOO) under Serbian law, with 51 employees and registered capital of 172,104,624.90 RSD. No funding rounds, M&A, or public listing are disclosed; ownership rests entirely with parent KITE Zrt (Hungary).

Name

KITE DOO

Legal name

KITE DOO Novi Sad

Website

https://kitedoo.rs

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

KITE DOO is a Serbian authorized John Deere agricultural machinery dealer and integrated agronomy provider, serving Serbian farmers with machinery, spare parts, service, agronomy inputs, precision agriculture technology, and grain procurement across its nationwide regional branch and field-sales network.

Ownership category

akta.pro rank

Headquarters

HQ city

Čenej, Novi Sad

HQ country

Serbia

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Agricultural Machinery Sales: Sale of agricultural machinery including John Deere tractors, universal combine harvesters, silage harvesters, telehandlers, attached machines and tools, forestry tractors, irrigation systems, turf maintenance machines, and Club Car vehicles. Revenue is generated through direct sales by regional managers with financing options offered to customers.
2. Spare Parts and Consumables: Original spare parts supply for all sold machinery, including filters, oils, lubricants, and accessories. Parts are sold through the e-shop and via direct contact with parts department, with 24/7 hotline during harvest season.
3. Service and Maintenance: Proactive service department with 16 mobile teams equipped with modern diagnostic equipment, trained to John Deere, KUHN, and JCB standards. Service includes on-site repairs, regular maintenance, and remote diagnostic support.
4. Agronomy – Agricultural Inputs: Distribution of seeds, mineral fertilizers, plant protection products (pesticides), foliar fertilizers, and specialty products. Includes product advisory and best-practice technology recommendations for major crops.
5. Agricultural Commodity Trading (Otkup merkantile): Since 2018, KITE DOO has positioned itself as a reliable partner in agricultural commodity trade (corn, wheat, barley, sunflower, soy, oilseed rape) with a strategy of increasing market presence and expanding the portfolio of traded crops.
6. E-commerce Retail (KITE Shop): Online retail store selling agronomy inputs, clothing, toys, gifts, tools and equipment. Customers can order online or by phone, with delivery via City Express courier. Payment options include card (Visa, MC, Maestro, DinaCard), cash on delivery, and bank transfer.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

KITE DOO is an authorized John Deere dealer in Serbia distributing agricultural machinery (tractors, combine harvesters, silage harvesters, telehandlers, attached implements, forestry tractors, irrigation systems, turf equipment, Club Car vehicles) alongside complementary brands (JCB, KUHN, Joskin, LKT). The company also runs an agronomy sector distributing seeds, mineral fertilizers, foliar fertilizers, and pesticides, and operates a precision agriculture technology department deploying John Deere satellite guidance systems. Service support includes 16 mobile service teams, a 24/7 spare parts hotline during harvest, and an e-commerce shop at shop.kitedoo.rs.

Product overview

KITE DOO is an agricultural machinery distributor and agronomy products company based in Novi Sad, Serbia, operating as a multi-brand platform with a broad product and service portfolio. The core offering is centered on agricultural mechanization — selling, servicing, and supplying spare parts for tractors, combine harvesters, and implements primarily under the John Deere brand, alongside JCB telescopic handlers and equipment from brands including KUHN, JOSKIN, LKT, ALPEGO, DEGENHART, GRASDORF, GERINGOFF, IRRRIMEC, OTECH, SIP, TREFFLER, FURRIER, MONOSEM, and BEDNAR. Complementing the machinery division, the company operates an Agronomy sector (Sektor Agronomija) that distributes seeds, mineral fertilizers, pesticides, foliar fertilizers (with brands such as Activefol N Plus, AminoPro, Barrier, Ergion, Germi MAX, GreeN Pro, Huminare, KiBor, Mainstay Ca, SumPro, ZIRMANG), and procures commodities (corn, wheat, barley, sunflower, soybean, oilseed rape) from farmers. A dedicated PAT (Precision Agriculture Technology) department established in 2019 deploys John Deere satellite guidance systems to help farms optimize operations. The KITE Technologies (KiTeh) department provides sustainable crop production consulting. The company maintains a proactive service division with 16 mobile service teams and an e-commerce platform (K I T e prodavnica) for purchasing spare parts, machine accessories, oils and lubricants, filters, tools, apparel, toys, and agronomy inputs.

Differentiator

Problem solved

Functional benefit

Brands

• KITE Tehnologije: Agricultural technology solutions and precision agriculture services
• PAT (Precision Agriculture Technology)

Products and services

• Tractors (Traktori)

Quantifiable outcome

• 16 mobile service teams trained to John Deere, KUHN, and JCB standards providing on-site support
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• John DeerecoreChannel Partner/ Reseller/ DistributorKITE DOO is the authorized John Deere dealer in Serbia, distributing the full range of John Deere agricultural machinery including tractors, combine harvesters, silage harvesters, sprayers, seeders, balers, front tractor loaders, satellite guidance systems, and the John Deere Turf program for lawn and municipal equipment. The partnership includes access to John Deere service training standards and diagnostic systems, with KITE service staff trained at John Deere service centers. The company also sells John Deere-branded spare parts, oils, filters, and accessories.
• KUHNmajorChannel Partner/ Reseller/ DistributorKITE DOO distributes KUHN agricultural equipment alongside John Deere products. Service staff are trained to KUHN service standards alongside John Deere and JCB standards, indicating a significant partnership for attached implements and agricultural machinery.
• JCBmajorChannel Partner/ Reseller/ DistributorKITE DOO distributes JCB telehandlers and related equipment. Service staff trained to JCB service standards, demonstrating a multi-brand distribution capability.
• JoskinminorChannel Partner/ Reseller/ DistributorPart of the broader portfolio of European agricultural equipment brands distributed by KITE DOO including Joskin agricultural trailers and transport equipment.
• LKTminorChannel Partner/ Reseller/ DistributorPart of the distributed brand portfolio — LKT agricultural machinery, listed among the European and world brands offered by KITE DOO.
• KITE Zrt.coreStrategic or Co-development PartnerParent/group company based on the model of which KITE DOO positions itself in commodity trading 'po uzoru na matičnu kompaniju KITE Zrt.' (following the parent company KITE Zrt.). KITE DOO has been present in Serbia since at least 2018 following this parent company model for agricultural commodity trading.
• City ExpressminorChannel Partner/ Reseller/ DistributorExternal courier service (eksterna firma City Express) used for delivery of goods from the KITE e-shop to customers across Serbia.
• CosmocelmajorChannel Partner/ Reseller/ DistributorCosmocel is a key supplier of foliar fertilizers and biostimulants sold by KITE DOO. Products include Mainstay Ca (calcium fertilizer using Nano Shield technology) and Barrier (bioprotector), among others distributed through the agronomy division.
• MilagromajorChannel Partner/ Reseller/ DistributorMilagro is the manufacturer of Actifol N Plus and related specialty agricultural products sold by KITE DOO through the agronomy division. Activefol N Plus is listed as a revitalizer for plants using AATC (N-acetyl-thiazolidine-4-carboxylic acid) and folic acid technology.
• GerminaremajorChannel Partner/ Reseller/ DistributorGerminare is a supplier of biostimulant products including Germi MAX and Huminare, which are distributed by KITE DOO's agronomy division.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• KITE Zrt. Hungarian parent company operating an identical integrated agricultural machinery, agronomy input, and grain trading model across Hungary. Most directly comparable given shared ownership, brand, and value-chain playbook.

Broad incumbents

• BayWa AG: German-headquartered agribusiness and agricultural input/trading group with broad machinery, inputs, and grain operations across Europe. Comparable integrated model and CEE footprint.
• AGCO Corporation: Global tractor and farm-equipment manufacturer (Massey Ferguson, Fendt, Valtra). Competes indirectly via the dealer channel that KITE DOO serves and against John Deere in Serbian farm equipment.
• RWA Raiffeisen Ware Austria AG: Large Austrian agricultural cooperative wholesaling machinery, inputs, and grain across CEE. Comparable as a multi-line agribusiness combining distribution, agronomy, and commodity offtake.
• CNH Industrial (Case IH / New Holland): Manufacturer of Case IH and New Holland agricultural equipment distributed through competing dealer networks in Serbia and CEE. Adjacent incumbent competing for the same farmer wallet.
• CLAAS KGaA mbH: German harvester and tractor manufacturer with an independent dealer network in Serbia. Adjacent incumbent competing in combines and tractors KITE DOO sells from John Deere.

Emerging players

• Lemken GmbH & Co. KG: European tillage, sowing, and crop-protection equipment manufacturer with growing dealer presence in CEE. Comparable in the implements category that KITE DOO distributes.
• Pöttinger Landtechnik: Austrian implement manufacturer (mowers, tedders, rakes, balers, seed drills) distributed through regional partners. Comparable product portfolio within the attached-implements segment KITE DOO covers alongside KUHN.

Regional players

• Stara S.A. Latin American agricultural equipment manufacturer with growing European/CEE presence via implements and planters. Comparable in the implements category with limited geographic overlap.
• AGROTIM d.o.o. Serbian agricultural machinery and inputs distributor operating in Vojvodina with overlapping product categories (tractors, implements, crop inputs). Regional competitor with similar customer base.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCJ1_03whpmwtZ2vXCtWYjog
• Facebookfacebook.com/kitedoo
• LinkedInlinkedin.com/company/kitedoo
• Instagraminstagram.com/kitedoo.novisad

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 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 KITE DOO