TR Machinery

What TR Machinery does

TR Machinery Ltd is a UK-based agricultural and groundcare machinery dealer established in 2021 as part of the RVW Pugh Ltd Group (founded 1978). The company holds the exclusive full-line Fendt franchise for Shropshire, Cheshire, Staffordshire and Mid Wales, operating from three depots (Newport HQ, Churchstoke, Holmes Chapel) with mobile field servicing. It sells new and used agricultural machinery across a multi-brand portfolio including Fendt tractors (200-900 Vario series plus tracked MT models), Merlo telehandlers, Vaderstad and Sumo cultivation equipment, Kuhn implements, Sulky fertiliser spreaders, Yamaha ATVs, Teagle feeder bedders, Rolland feeders, Iseki and AL-KO groundcare equipment, plus attachments from Hauer, ALO, Cherry Products, and Sveaverken precision-ag GPS.

The dealer distributes and supports Fendt's smart-farming technology stack: FendtONE (an onboard-offboard operating system), Fendt Guide/VarioGuide satellite steering (Novatel and Trimble, RTK accuracy to 2.5 cm), Fendt Connect telemetry (real-time fleet monitoring of fuel, AdBlue, working time, errors, and service intervals), VarioDoc/VarioDoc Pro agronomy documentation, and ISOBUS cross-manufacturer implement control. Customers include dairy, beef, sheep, arable, regenerative, contracting, and turf farms, with documented fuel-efficiency outcomes (e.g., 30% fuel savings on Fendt 728 vs prior 828 models; 8-9 L/ha at 15 km/h on Fendt 1156 MT; ten-fold establishment-fuel-cost reduction with no-till systems).

The business operates a relationship-driven enterprise field-sales motion with territory-assigned area sales managers covering Shropshire, Staffordshire, Cheshire, and Mid Wales. Revenue is generated from new and used machinery sales (Fendt, Merlo, Vaderstad, Sumo, Kuhn, Yamaha, etc.), genuine AGCO/Fendt parts with overnight delivery, workshop and mobile servicing (annual inspections, LOLER testing, AC servicing, extended warranty), Fendt merchandise, and finance commissions via AGCO Finance. Go-to-market is reinforced by active participation in six regional agricultural shows (Royal Welsh, Newport, Leek and District, Nantwich, Oswestry, Burwarton), monthly email newsletters via MailChimp, and detailed customer testimonial content. Pricing is quote-based for most machinery, with promotional structures including the Fendt Early Bird 2027 (10% off harvesting tech), Merlo 0% finance, and unit pricing on Sulky and groundcare equipment.

Name

TR Machinery

Legal name

TR Machinery Ltd

Website

https://trmachinery.co.uk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

TR Machinery is a UK agricultural and groundcare machinery dealer, part of the RVW Pugh Group, holding the exclusive full-line Fendt franchise for Shropshire, Cheshire, Staffordshire and Mid Wales. It sells new and used machinery from multiple franchises across three depots, with mobile servicing and parts support.

Ownership category

akta.pro rank

Product category

Agricultural Machinery Dealership

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Lawn and Garden Equipment and Supplies Retailers (4442), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Farm Machinery & Equipment (3523), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Agricultural Tractor & Field Machinery Vehicle Manufacturing (IMACAFAB)

akta.pro secondary industries

Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers) (AFAAAAAE), Implements, Attachments & Quick-Hitch Systems (3-Point Implements, Couplers, Tool Carriers) (AFAAAAAG), Hay & Bale Handling Equipment (IMAHACAF), Workshop Tools, Equipment & Lift Systems Distribution (TLAKAOAM)

Keywords

• Agricultural machinery dealership
• Farm equipment sales
• Groundcare equipment supply
• Tractor and machinery servicing
• Precision farming technology

Headquarters

HQ city

Newport

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. New Machinery Sales: Sale of new agricultural machinery including Fendt tractors, combines, sprayers, telehandlers, and other equipment from multiple franchise brands.
2. Used Machinery Sales: Sale of pre-owned agricultural machinery including tractors, cultivation equipment, attachments, and ATVs.
3. Parts Sales: Sale of genuine AGCO/Fendt parts and accessories, with daily stock orders and overnight delivery of non-stocked items.
4. Servicing and Maintenance: Workshop and mobile field servicing, annual inspections, air conditioning servicing, LOLER testing, and extended warranty packages.
5. Fendt Merchandise: Sale of Fendt clothing, collectibles, toys, work and leisure wear, and accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

TR Machinery is an authorised agricultural machinery dealer selling new and used Fendt tractors, tracked tractors, combine harvesters, sprayers, telehandlers, cultivation equipment, and groundcare machinery, alongside complementary franchises including Merlo, Vaderstad, Sumo, Kuhn, Sulky, Yamaha, Iseki, AL-KO, Teagle and Rolland. The company provides genuine AGCO parts, mobile field servicing, workshop maintenance, AGCO Finance options, and access to Fendt smart farming technology including FendtONE, VarioGuide, Fendt Connect telemetry and ISOBUS machine control.

Product overview

TR Machinery is an authorised Fendt dealer established in 2021 as part of the RVW Pugh group, holding the exclusive full-line Fendt franchise for Shropshire, Cheshire, Staffordshire and Mid Wales. The company sells a comprehensive portfolio of agricultural machinery including Fendt tractors (200-900 Vario series and tracked MT models), Merlo telehandlers, Vaderstad cultivation equipment (Rapid and Tempo drills), Sumo cultivation equipment, Kuhn equipment, Sulky fertiliser spreaders, Yamaha ATVs, Iseki and AL-KO groundcare equipment, Teagle feeder bedders, and Rolland feeders. The smart farming technology suite includes FendtONE operating system (combining onboard and offboard machine management), Fendt Guide/VarioGuide satellite guidance systems with Novatel and Trimble correction signals (accuracy to 2.5cm), Fendt Connect telemetry for real-time fleet monitoring, VarioDoc/VarioDoc Pro agronomy documentation, and ISOBUS machine control for cross-manufacturer implement communication. TR Machinery also offers complementary attachments from Hauer, ALO, and Cherry Products, as well as Sveaverken precision agriculture equipment. The business provides parts, servicing, and AGCO finance options alongside its new and used machinery sales.

Differentiator

Problem solved

Functional benefit

Products and services

• Fendt Tractors Full range of Fendt tractors including the 200, 300, 600, 700 and 900 Vario series plus tracked MT tractors. TR Machinery holds the exclusive full-line Fendt franchise for Shropshire, Cheshire, Staffordshire and Mid Wales.
• Merlo Telehandlers Italian-manufactured telehandlers with compact design and advanced technology, sold alongside 0% finance options.
• Vaderstad Cultivation Machinery Swedish cultivation and drilling equipment including the Rapid drill (over 28,000 units produced) and Tempo precision drill (world record of 502 ha planted in 24 hours).
• Sumo Cultivation Equipment Market-leading cultivation equipment including the Trio available in mounted, trailed rigid or trailed folding configurations with over 3,000 units operating on farms.
• Kuhn Agricultural Equipment French-manufactured agricultural equipment including straw bedders, straw choppers, power harrows and fertiliser spreaders.
• Sulky Fertiliser Spreaders French family-run manufacturer with 80+ years of experience in fertiliser spreaders and soil preparation equipment, including DX30+ and DX40+ models with 7-year anti-corrosion warranty.
• Yamaha ATVs Utility ATVs including Kodiak 700 and 450 models with On-Command 2WD/4WD system, Diff-lock, Electronic Power Steering and up to 600kg towing capacity.
• Iseki Groundcare Equipment Japanese groundcare machinery including ride-on mowers with cut and collect systems, rear discharge decks and high dump collectors.
• AL-KO Groundcare Equipment Groundcare products including zero turn mowers, scarifiers, electric and petrol chainsaws and garden tractors.
• Teagle Equipment Agricultural machinery including Tomahawk feeder bedders and straw choppers for livestock operations.
• Rolland Feeders French-made feeding equipment including Rollfeed 6222 trailed feeders suitable for livestock operations.
• AVR Agricultural Equipment Agricultural machinery brand offered through TR Machinery for potato and root crop operations.
• Sveaverken Precision Agriculture Equipment GPS-based precision agriculture equipment including V1 base station supporting GPS, GLONASS, Galileo, BeiDou, QZSS, SBAS and IRNSS with 965 channels, wifi cameras and mini control devices for F100 auto steer systems.
• AGCO Parts and Servicing Genuine AGCO parts supply for Fendt machinery with 12-month warranty, mobile servicing capability, workshop servicing, annual inspections, LOLER testing, air conditioning servicing and extended warranty packages.

Quantifiable outcome

• 30% fuel savings reported with Fendt 728 compared to previous Fendt 828 models
• +5 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

21 partnerships are on record, tiered flagship, core and minor.

• Fendt (AGCO)flagshipChannel Partner/ Reseller/ DistributorOfficial exclusive full-line Fendt dealer for Shropshire, Cheshire, Mid Wales and Staffordshire. Sells complete Fendt product range including tractors, tracked tractors, combine harvesters, sprayers, forage wagons, balers, telehandlers, and offers full servicing and parts support through AGCO.
• VaderstadcoreChannel Partner/ Reseller/ DistributorDistributes Vaderstad precision drill equipment including the Tempo drill (world record: 502 ha in 24 hours) and Rapid drill (over 28,000 units produced).
• SumocoreChannel Partner/ Reseller/ DistributorDistributes Sumo cultivation equipment, with the Trio being the market leader in its sector with more than 3000 units out on farm.
• Merlo TelehandlerscoreChannel Partner/ Reseller/ DistributorSells and services Merlo telehandlers, with current offers including 0% finance options.
• RVW Pugh Ltd GroupflagshipStrategic or Co-development PartnerTR Machinery was established in 2021 as part of the RVW Pugh Ltd Group. RVW Pugh is a family-run agricultural machinery dealer established in 1978 that has expanded over three depots.
• KuhncoreChannel Partner/ Reseller/ DistributorDistributes Kuhn agricultural equipment including straw bedders, power harrows, and other cultivation machinery.
• YamahacoreChannel Partner/ Reseller/ DistributorDistributes Yamaha ATVs including Kodiak and Grizzly models, with long-term customer relationships spanning 35+ years.
• IsekiminorChannel Partner/ Reseller/ DistributorDistributes Iseki groundcare equipment including ride-on mowers.
• TeaglecoreChannel Partner/ Reseller/ DistributorDistributes Teagle equipment including Tomahawk feeder bedders and straw choppers.
• SulkycoreChannel Partner/ Reseller/ DistributorDistributes Sulky fertiliser spreaders with promotional pricing available. All models include 7-year anti-corrosion warranty.
• RollandminorChannel Partner/ Reseller/ DistributorDistributes Rolland Rollfeed feeders for livestock operations.
• BVLminorChannel Partner/ Reseller/ DistributorDistributes BVL agricultural equipment.
• PichonminorChannel Partner/ Reseller/ DistributorDistributes Pichon agricultural equipment.
• AW TrailersminorChannel Partner/ Reseller/ DistributorDistributes AW Trailers agricultural equipment.
• HustlerminorChannel Partner/ Reseller/ DistributorDistributes Hustler agricultural equipment including loader attachments.
• AL-KOminorChannel Partner/ Reseller/ DistributorDistributes AL-KO groundcare equipment including chainsaws, scarifiers, and zero turn mowers.
• AVRminorChannel Partner/ Reseller/ DistributorDistributes AVR agricultural machinery.
• AgriweldminorChannel Partner/ Reseller/ DistributorDistributes Agriweld agricultural equipment.
• AlbuttminorChannel Partner/ Reseller/ DistributorDistributes Albutt attachments including fork and grab equipment.
• AlpegominorChannel Partner/ Reseller/ DistributorDistributes Alpego agricultural machinery.
• RTKF NetminorChannel Partner/ Reseller/ DistributorDistributes RTKF Net agricultural equipment.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Chandlers Farm Equipment: AGCO/Massey Ferguson dealer group operating across the Midlands and southern England. Direct comparable as a fellow AGCO-family dealer operating territory-based field sales, parts, and service across multiple UK depots.
• Ernest Doe & Sons: Family-run UK agricultural machinery dealer founded in the 1890s, holding the Case IH franchise across multiple depots in southern and eastern England. Comparable as a long-tenured, multi-branch, premium-brand agricultural equipment dealer with similar parts/service and used equipment operations.
• Masons Kings: Southwest England agricultural and groundcare machinery dealer holding Kubota and complementary franchises. Comparable as a multi-brand dealer serving both agricultural and groundcare customers across multiple UK depots.
• Crawfords Group: Case IH agricultural machinery dealer operating across northern England. Comparable as a regional premium-brand agricultural machinery dealer with parts, service, and used equipment operations.
• Russells (Russell Group): UK agricultural machinery dealer group with multi-brand franchises across multiple counties. Direct comparable as a multi-depot agricultural equipment dealer offering new and used machinery, parts, and servicing.
• Ben Burgess & Co: Long-established UK agricultural machinery dealer group with multi-branch coverage across East Anglia and the Midlands, holding the John Deere franchise alongside complementary brands. Direct comparable to TR Machinery's full-line premium OEM dealership model across multiple UK counties.
• Lister Wilder: Kubota and complementary-brand agricultural and groundcare equipment dealer across southern England. Direct comparable as a multi-brand, multi-depot UK dealer with both agricultural and groundcare product lines.
• Oliver Landpower: East Midlands agricultural machinery dealer with Valtra and complementary franchises. Direct comparable as a regional premium-brand agricultural machinery dealer offering new, used, parts and service capabilities.
• Balmers Garden Machinery: UK groundcare and compact agricultural equipment dealer. Adjacent comparator focused on the groundcare and compact tractor segment that overlaps with TR Machinery's Iseki, AL-KO and Yamaha ATV lines.
• T H WHITE Group: Multi-generational UK agricultural, groundcare and construction equipment dealer operating across southern England. Comparable as a long-established, multi-branch dealer with both agricultural and groundcare portfolios.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tr-machinery21

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 TR Machinery