NEW FOREST FARM MACHINERY LIMITED

Name

NEW FOREST FARM MACHINERY LIMITED

Legal name

New Forest Farm Machinery Limited

Website

https://newforestfarm.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Agricultural Machinery Dealership

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Support Activities for Agriculture and Forestry (115)

SIC

Farm Machinery & Equipment (3523), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)

akta.pro primary industry

Forestry & Logging Equipment (IMAHACAK)

Keywords

• Agricultural machinery dealership
• John Deere dealer
• Professional turf equipment
• Farm machinery sales
• Construction equipment supply

Headquarters

HQ city

Chilbolton

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. New Machinery Sales: Sale of new agricultural, turf, construction, and residential machinery from brands including John Deere, Isuzu, Kramer, STIHL, Kuhn, Yanmar, Husqvarna, Club Car, Amazone, Vaderstad, Weibang, Wiedenmann, and others. Both ex-VAT and retail pricing displayed.
2. Used & Ex-Demo Machinery Sales: Sale of pre-owned and demonstration equipment, providing a secondary market for customers seeking lower-cost machinery options. Inventory includes tractors, combines, and attachments.
3. Parts & Components: Online shopping for parts and components, with monthly promotions and discounts on maintenance items such as blades, grease, and consumables. Covers all brands represented.
4. Service & Maintenance: Full-service department offering mower servicing, combine pack-ups, Isuzu servicing, NSTS sprayer testing, and BAGMA/LOLER testing. Pre-paid maintenance plans available.
5. Finance Services: Finance options provided to support customer purchases of high-value agricultural and turf machinery.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Hunt Forest Group, incorporating New Forest Farm Machinery Limited, operates a John Deere franchised dealership selling new, used, and ex-demo agricultural, professional turf, construction, and residential machinery across eight branches in the South and South West of England. The group complements machinery sales with genuine parts supply (including online shopping), certified servicing such as NSTS sprayer testing and BAGMA/LOLER testing, finance options, and pre-paid maintenance plans.

Product overview

Hunt Forest Group operates as a unified John Deere dealership formed in 2019 through the merger of R.Hunt Ltd and New Forest Farm Machinery Limited. The company offers a comprehensive portfolio of agricultural, turf, construction, and residential machinery through eight branches across Hampshire, Wiltshire, Dorset, and Somerset. The core offering centers on John Deere tractors, combines, sprayers, and precision ag technology, complemented by professional turf equipment (from brands like Wiedenmann and Weibang), construction machinery, and lawn/garden equipment. Additional value-added services include parts supply with online shopping, maintenance services (mower servicing, combine pack-ups, NSTS sprayer testing, BAGMA/LOLER testing), finance options, and pre-paid maintenance plans. Key partner brands include Isuzu, Club Car, STIHL, Husqvarna, Kramer, Yanmar, Kuhn, Amazone, and Vaderstad.

Differentiator

Problem solved

Functional benefit

Products and services

• New Agricultural, Turf, Construction and Residential Machinery
• Used and Ex-Demo Machinery
• Parts and Components Online Shop
• Service and Maintenance (Mower Servicing, Combine Pack-Ups, Isuzu Servicing)
• NSTS Sprayer Testing
• BAGMA / LOLER Testing BAGMA (British Agricultural and Garden Machinery Association) and LOLER (Lifting Operations and Lifting Equipment Regulations) certified safety testing for machinery compliance.
• Pre-Paid Maintenance Plans
• Finance Services

Quantifiable outcome

• Combined 120 years of dealership experience following the 2021 acquisition of C Smart Agricultural Services

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• C Smart Agricultural ServicescoreStrategic or Co-development Partner · 1 January 2021C Smart Agricultural Services, a fellow John Deere dealership, was acquired by Hunt Forest Group in 2021. The acquisition brought a combined 120 years of experience and expanded the group's area of responsibility, continuing to offer customers a wide-ranging product offering across multiple industries.
• R.Hunt LtdcoreStrategic or Co-development Partner · 1 January 2019R.Hunt Ltd, a prominent John Deere franchised dealership specializing in agricultural machinery, merged with New Forest Farm Machinery in 2019 to form Hunt Forest Group. This merger combined two well-established dealerships to expand geographic coverage and product offering across the South of England.
• John DeerecoreChannel Partner/ Reseller/ DistributorJohn Deere is the primary franchise brand. Hunt Forest Group operates as an authorized John Deere franchised dealership covering Wiltshire, Hampshire, Isle of Wight, Dorset, and Somerset. The dealership sells the full range of John Deere agricultural, turf, and construction machinery, including tractors, combines, sprayers, and precision ag technology.
• IsuzumajorChannel Partner/ Reseller/ DistributorIsuzu commercial vehicles are represented at Hunt Forest Group branches, providing a complementary product line for commercial and agricultural transport needs.
• KramermajorChannel Partner/ Reseller/ DistributorKramer all-wheel steer loaders and materials handling equipment are represented, adding to the construction and agricultural materials handling product range.
• KuhnmajorChannel Partner/ Reseller/ DistributorKuhn agricultural implements and specialist farm equipment are carried, providing complementary products for the agriculture segment alongside John Deere tractors.
• AmazonemajorChannel Partner/ Reseller/ DistributorAmazone crop protection equipment and seed drills are available, offering precision application technology to the agriculture customer base.
• STIHLmajorChannel Partner/ Reseller/ DistributorSTIHL handheld outdoor power equipment including chainsaws, brushcutters, and blowers are represented, serving the professional turf, agriculture, and residential segments.
• HusqvarnamajorChannel Partner/ Reseller/ DistributorHusqvarna professional and consumer outdoor power equipment including robotic mowers, chainsaws, and blowers are available across all eight branches.
• Club CarmajorChannel Partner/ Reseller/ DistributorClub Car golf and utility vehicles are represented, serving golf courses, resorts, and commercial property management customers.
• YanmarmajorChannel Partner/ Reseller/ DistributorYanmar compact tractors, engines, and machinery are available, offering an alternative for compact farming and grounds maintenance applications.
• VaderstadmajorChannel Partner/ Reseller/ DistributorVaderstad seed drills, cultivators, and tillage equipment complement the agricultural product offering for tillage and seeding operations.
• WeibangstandardChannel Partner/ Reseller/ DistributorWeibang professional mowers are represented, providing cost-effective options within the professional turf segment.
• WiedenmannstandardChannel Partner/ Reseller/ DistributorWiedenmann turf care equipment including aerators and trailers is available, serving the professional turf maintenance market.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• John Deere: Global manufacturer of agricultural, turf, and construction machinery; the OEM whose franchise underpins Hunt Forest Group's core revenue. Comparable as the broader incumbent in the equipment category the group distributes.

Regional players

• Ag-Pro Companies: Large US John Deere dealership group operating across the southern US with agricultural, turf, and compact construction equipment lines. Comparable multi-branch John Deere franchise structure with full-service offerings.
• Stotz Equipment: US family-owned John Deere dealership group with 25+ locations across the western US. Comparable John Deere franchise model, multi-branch structure, and diversified ag/turf/construction customer base.
• Cervus Equipment: John Deere agricultural equipment dealer group in Canada. Comparable multi-branch John Deere dealership model serving farmers with new, used, parts, and service — though operating in a different geography.
• RDO Equipment: Large US John Deere dealership group operating dozens of branches across multiple states. Comparable multi-branch John Deere franchise model with parts, service, and precision ag — though geographically distinct (US vs UK).

Direct peers

• Ben Burgess & Co: Long-established John Deere agricultural and grounds care machinery dealer in the East of England, operating multiple branches. Directly comparable as a multi-branch John Deere franchise dealer serving farming and turf customers.
• Smallridge Bros Ltd: John Deere franchised agricultural and groundcare machinery dealer in Devon and the South West of England. Direct competitor in the same John Deere franchise network, serving overlapping agricultural and turf customers.
• Chandlers (Farm Equipment) Ltd: UK Case IH and agricultural machinery dealer group with multiple branches across England. Comparable multi-brand, multi-branch dealership model serving arable and livestock farmers.
• Farol Ltd: John Deere agricultural machinery dealer group covering the Midlands and southern England. Closely comparable franchise model, multi-branch footprint, and similar agricultural/professional turf customer mix.
• Cornthwaite Group: UK John Deere agricultural and groundcare dealership group operating across northern England and Wales. Comparable multi-branch John Deere franchise model with similar service, parts, and precision ag offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/new-forest-farm-machinery-limited

Revenue estimate

Valuation estimate

Number of profiles

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 NEW FOREST FARM MACHINERY LIMITED