KELLYS OF BORRIS LIMITED

What KELLYS OF BORRIS LIMITED does

KELLYS of Borris Limited (legal entity Kellys Agricultural Machinery Ltd., registered in Ireland as company IE500449) is a family-run authorised CLAAS agricultural machinery dealer established in 1957, operating two physical branches — Dublin Road, Borris, Co Carlow, and Carlow Road, Abbeyleix, Co Laois (R32 HK70) — with customer-care mobile workshops stated to cover 26 Irish counties across Munster, Leinster, and Connacht. The company positions itself as one of Ireland's largest stockists of new and used agricultural machinery, farm machinery, and plant equipment.

The core product set is the full CLAAS range — AXION, ARION, and AXOS tractors, LEXION, TRION, and EVION combine harvesters, JAGUAR forage harvesters, SCORPION telehandlers, ROLLANT/VARIANT/CEREX balers, DISCO mowers, TORION wheel loaders, and VOLTO tedders/rakes — supplemented by complementary franchises including Horsch (tillage), Joskin (trailers, slurry/muck spreaders), Richard Western, Pronar, M-Tec, Keltec, Redrock, Grange, Dalbo, Smyth, Hidromek, Tanco, Sulky, Twose, Prodig, Agri-Spread, ELS-LIFT, and Shelbourne Reynolds. The business model combines one-time new and used machinery sales, recurring parts supply with Ireland-wide delivery, mobile workshop service and repairs, specialist compliance testing (LOLER, CESAR DATA Tagging, NSTS Sprayer Testing), operator training, extended warranty, out-of-season servicing, and finance origination through CLAAS Financial Services. Pricing is quote-based and not publicly disclosed.

Go-to-market runs through retail showrooms, phone enquiries, an online stock catalogue on koblies.claas-dealer.co.uk, a Facebook page, YouTube content, the bi-annual HarvesTimes journal, CLAAS UK co-marketing, and an e-newsletter. Named end customers include Brennan Bros (silage contracting since 1987), P Hughes Ltd, Farranafreney Farming Ltd, Ballycleary Farm, and DAR Golf (golf/football-pitch maintenance). KELLYS has 11 employees reported in firmographics, holds no subsidiaries, has no disclosed funding rounds or M&A activity, is not publicly listed, and received the CLAAS UK Dealer of the Year Award in 2022.

Name

KELLYS OF BORRIS LIMITED

Legal name

Kellys Agricultural Machinery Ltd.

Website

https://kob.ie

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

11–50 employees

Short description

Kellys of Borris Limited is a family-run authorised CLAAS agricultural machinery dealer, founded in 1957 and operating branches in Borris (Co Carlow) and Abbeyleix (Co Laois) with mobile workshops covering 26 Irish counties, selling new and used farm equipment, parts, service, and finance to Irish farmers and contractors.

Ownership category

akta.pro rank

Headquarters

HQ city

Borris

HQ country

Ireland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. New Agricultural Machinery Sales: Sales of new agricultural machinery including tractors, combine harvesters, forage harvesters, balers, telehandlers, and other farm equipment from CLAAS and partner franchises.
2. Used Agricultural Machinery Sales: Sales of pre-owned agricultural machinery and plant equipment.
3. Parts Sales: Spare parts sales for all equipment sold, with delivery arranged within Ireland.
4. Service and Repairs: Mobile workshop service covering 26 counties, repair services, and maintenance including extended warranty offerings.
5. Specialist Testing Services: LOLER Testing, CESAR DATA Tagging, NSTS Sprayer Testing, and Operator Training services.
6. Agricultural Finance: Specialist agricultural finance solutions through CLAAS Financial Services to fund new or used machinery purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

KELLYS OF BORRIS LIMITED is a family-run authorized CLAAS dealership selling new and used agricultural machinery — including CLAAS tractors, combine harvesters, forage harvesters, balers, telehandlers, and mowers — together with complementary franchises from Horsch, Joskin, Richard Western, Pronar, Dalbo, Redrock, Grange and others. The company backs every sale with a parts inventory, a mobile workshop covering 26 Irish counties, operator training, extended warranty (MAXI CARE), specialist compliance testing (LOLER, CESAR DATA, NSTS), and CLAAS Financial Services finance packages.

Product overview

KELLYS operates as an agricultural machinery dealer offering a comprehensive portfolio of products and services. The core offering consists of the full range of CLAAS agricultural machinery including tractors (AXION, ARION, AXOS series), combine harvesters (LEXION, TRION, EVION), forage harvesters (JAGUAR), telehandlers (SCORPION), balers (ROLLANT, VARIANT, CEREX), mowers (DISCO), wheel loaders (TORION), and tedders/rakes (VOLTO). Complementing the CLAAS range are franchise products from Horsch (cultivation/tillage equipment), Joskin (trailers, muck/slurry spreaders), Richard Western, Pronar, M-Tec, Keltec, and Grange. The business model integrates service capabilities including parts supply, mobile workshop coverage across 26 counties, operator training, extended warranties, and out-of-season servicing. Financing solutions are provided through CLAAS Financial Services partnership.

Differentiator

Problem solved

Functional benefit

Products and services

• New CLAAS Agricultural Machinery

Quantifiable outcome

• Mobile workshop service covers 26 counties
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core and minor.

• CLAAScoreChannel Partner/ Reseller/ DistributorPrimary franchise partner. KELLYS is an authorized CLAAS dealer offering the full range of CLAAS agricultural machinery including tractors, combine harvesters, forage harvesters, balers, telehandlers, and related equipment. Also offers CLAAS Financial Services and access to CLAAS training programs.
• HorschcoreChannel Partner/ Reseller/ DistributorGerman manufacturer of crop protection, seeding, and soil cultivation equipment. KELLYS stocks Horsch products including JOKER, FOCUS, TERRA, Sprinter, Pronto, and Partner series.
• JoskinminorChannel Partner/ Reseller/ DistributorBelgian manufacturer of agricultural trailers, tankers, and spreading equipment.
• Richard WesternminorChannel Partner/ Reseller/ DistributorUK manufacturer of agricultural trailers and materials handling equipment.
• DalbominorChannel Partner/ Reseller/ DistributorDanish manufacturer of cultivation and tillage equipment.
• RedrockminorChannel Partner/ Reseller/ DistributorManufacturer of bale trailers and handling equipment with special offers available at KELLYS.
• Grange MachineryminorChannel Partner/ Reseller/ DistributorUK manufacturer of agricultural cultivation equipment including strip till and precision drilling machinery.
• PRONARminorChannel Partner/ Reseller/ DistributorPolish manufacturer of trailers, agricultural machinery, and municipal equipment.
• M-TecminorChannel Partner/ Reseller/ DistributorManufacturer of agricultural trailers including flat, mesh, and livestock options.
• Smyth TrailersminorChannel Partner/ Reseller/ DistributorIrish manufacturer of agricultural trailers.
• KeltecminorChannel Partner/ Reseller/ DistributorManufacturer of bale handling equipment including the KELTEC 8 Bale Chaser.
• HidromekminorChannel Partner/ Reseller/ DistributorTurkish manufacturer of construction and agricultural machinery including excavators and loading shovels.
• TancominorChannel Partner/ Reseller/ DistributorIrish manufacturer of agricultural attachments and equipment.
• SulkyminorChannel Partner/ Reseller/ DistributorFrench manufacturer of fertiliser spreaders and sowing equipment.
• TwoseminorChannel Partner/ Reseller/ DistributorUK manufacturer of agricultural machinery and attachments.
• ProdigminorChannel Partner/ Reseller/ DistributorAgricultural equipment manufacturer included in KELLYS franchise portfolio.
• Agri-SpreadminorChannel Partner/ Reseller/ DistributorAgricultural spreading equipment manufacturer.
• ELS-LIFTminorChannel Partner/ Reseller/ DistributorMaterials handling equipment manufacturer.
• Shelbourne ReynoldsminorChannel Partner/ Reseller/ DistributorUK manufacturer of agricultural machinery including beet equipment and hedge cutters.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Farmec: Irish farm machinery distributor operating as a multi-brand dealer (Massey Ferguson, Fendt, and others) serving farmers and contractors across Ireland — directly comparable to KELLYS in business model, customer base, and authorized-dealer economics.
• Chandlers Farm Equipment: UK multi-brand agricultural equipment dealer specializing in Case IH, Manitou, and Krone franchises, with a network of depots across central England — comparable to KELLYS in service-led multi-brand dealership model.
• Ernest Doe & Sons: One of the UK's oldest Case IH agricultural machinery dealers operating across East Anglia and the south, offering sales, parts, and service — comparable to KELLYS in authorized dealer model and family-run heritage.
• Ben Burgess & Co: Long-established John Deere dealer in East Anglia with multiple branches, focused on agricultural and groundscare equipment sales and service — directly comparable multi-branch dealership with overlapping customer types.
• Farol Ltd: John Deere agricultural and groundcare equipment dealer group with multiple branches across the UK, providing sales, service, and parts — comparable to KELLYS in multi-branch dealership model and customer profile.
• Donnelly Farm Equipment: Authorized John Deere dealer operating across Northern Ireland and the border counties, offering sales, parts, and service for agricultural machinery — directly competitive with KELLYS as a premium-brand multi-branch agricultural dealer.

Broad incumbents

• CNH Industrial: Manufacturer of Case IH and New Holland agricultural machinery — parent of competing franchise dealers in the Irish and UK markets that compete with KELLYS for premium farm machinery customers.
• AGCO Corporation: Global manufacturer of agricultural equipment under Massey Ferguson, Fendt, and Valtra brands — supplies competing brand dealers that serve the same Irish farm customer base as KELLYS.
• John Deere: World's largest agricultural machinery manufacturer whose dealer network (including Donnelly Farm Equipment in Ireland) competes for the same premium farm machinery customer base that KELLYS serves with its CLAAS portfolio.
• CLAAS Group: German-based global manufacturer of agricultural machinery and KELLYS's primary franchise partner; broader incumbent whose distribution decisions and direct-to-customer moves would directly affect KELLYS's economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/CLAASUnitedKingdom
• Facebookfacebook.com/Kellys-of-Borris-159935840725591
• LinkedInlinkedin.com/company/kellys-of-borris-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 KELLYS OF BORRIS LIMITED