THE MOWER SHOP

What THE MOWER SHOP does

The Mower Shop (legal entity: The Mower Shop (Northampton) Limited) is a private UK garden equipment retailer and service business operating from a single showroom on Northampton Road, West Haddon, Northamptonshire, five minutes from M1 Junction 18. Founded approximately in the late 1980s, the company claims 35+ years of experience and positions itself as one of the largest mower showrooms in the East Midlands. The business is owner-operated, with Steve Bartle identified as owner and Chris York as sales representative.

The company's core product range spans lawnmowers across all major categories — robotic (Segway Navimow, Kress RTK, Robomow, Viking iMow, Ambrogio), ride-on (Cub Cadet, STIGA, Toro, Grillo), rotary (EGO, Mountfield, Lawnflite), and cylinder (Cobra Fortis) — alongside supporting garden equipment including STIHL chainsaws, hedge cutters, strimmers, leaf blowers, chippers, and commercial brushcutters such as Canycom 4WD units. The company carries no proprietary products; it is a multi-brand reseller of manufacturer brands. Revenue is generated through three streams: hardware sales, professional servicing and repairs (with published price points for ride-on mowers at £390–£490, petrol rotary mowers at £130–£145, electric cylinder mowers at £77–£87, chainsaws at £89.50–£97.50, and robotic mowers at £81–£144), and spare parts supply. Product pricing is not publicly disclosed; service pricing dates from season beginning 2020.

Distribution is exclusively through the physical showroom, supplemented by phone enquiries (01788 510 453) and contact forms. No e-commerce or marketplace presence is disclosed. The customer base is split between domestic homeowners and commercial/professional users (landscapers, groundskeepers), with a single named enterprise reference (Boughton House estate, 2017 Viking iMow installation). Geographic reach covers Northamptonshire, Leicestershire, and surrounding towns including Northampton, Leicester, Kettering, Rugby, Daventry, Wellingborough, Market Harborough, and Lutterworth. Marketing is conducted via a content-led website with local SEO pages, a Facebook presence, Google Maps listings, and Microsoft Advertising.

Name

THE MOWER SHOP

Legal name

The Mower Shop (Northampton) Limited

Website

https://the-mower-shop.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Mower Shop is a family-owned, single-showroom garden equipment retailer and service business in West Haddon, Northamptonshire, selling multi-brand lawnmowers, robotic mowers, chainsaws, and handheld tools to domestic and commercial customers across the East Midlands, with attached servicing and spare parts operations.

Ownership category

akta.pro rank

Product category

Garden Equipment Retail

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442), Outdoor Power Equipment Retailers (444230)

SIC

Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)

akta.pro primary industry

Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

Keywords

• Garden equipment retail
• Lawnmower sales
• Outdoor power equipment
• Garden machinery servicing
• Lawn equipment repairs

Headquarters

HQ city

Northampton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Sale of lawnmowers, garden equipment, chainsaws, hedge cutters, strimmers, and related machinery to domestic and commercial customers.
2. Service and Repairs: Professional servicing and repairs for all types of garden equipment. Pricing varies by equipment type: Ride-on mowers £390-£490, Petrol rotary mowers £130-£145, Electric cylinder mowers £77-£87, Chainsaws £89.50-£97.50, Robotic mowers £81-£144 depending on model.
3. Spare Parts: Sale of replacement parts including chains, belts, spark plugs, cords, and other accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The Mower Shop operates a physical retail showroom in West Haddon, Northampton, selling multi-brand garden equipment including lawnmowers (robotic, ride-on, rotary, cylinder), chainsaws, hedge cutters, and strimmers from manufacturers such as STIHL, STIGA, Cub Cadet, Toro, EGO, Mountfield, Kress, and Segway Navimow. The company also provides professional servicing and repairs for all types of garden equipment and sells spare parts, serving both domestic homeowners and commercial customers across the East Midlands.

Product overview

The Mower Shop is a physical retail garden equipment store and online presence serving the East Midlands area. The company operates as a multi-brand retailer selling a comprehensive range of lawnmowers and garden equipment rather than a single unified product. The core product portfolio centers on lawnmowers across multiple categories: robotic mowers (Segway Navimow, Kress RTK, Robomow, Viking iMow, Ambrogio), ride-on tractors and zero-turn mowers (Cub Cadet, STIGA, Toro, Grillo), rotary push mowers (EGO, Mountfield, Lawnflite), and cylinder precision mowers (Cobra Fortis). These are complemented by handheld garden equipment including STIHL chainsaws, hedge cutters, strimmers, and commercial-grade brushcutters (Canycom). The business model centers on selling equipment from manufacturer brands rather than proprietary products, supported by spare parts supply and professional servicing/maintenance packages. Notable branded solutions include STIGA Estate 798e battery-powered tractors, Cub Cadet XZ6 zero-turn mowers, EGO battery-powered rotary mowers, and Kress RTK robotic mowers with RTK satellite navigation technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Lawnmowers Primary product category including walk-behind, ride-on, robotic, rotary, and cylinder mowers for domestic and commercial lawn care, sold from leading brands such as STIHL, STIGA, Cub Cadet, Toro, EGO, Mountfield, Kress, and Segway Navimow.
• Robotic Mowers Automated robotic lawn mowers including Segway Navimow, Kress RTK, Robomow, Viking iMow, and Ambrogio models offering autonomous mowing for lawns from 300 sq m to 10,000 sq m, with site survey and full installation services available.
• Ride-On Mowers Ride-on lawn tractors and zero-turn mowers from Cub Cadet, STIGA, Toro, and Grillo for larger lawn areas, including commercial zero-turn models.
• Rotary Mowers Standard rotary lawn mowers available in petrol, electric, and battery variants from brands including EGO, Lawnflite, Mountfield, and Stiga.
• Cylinder Mowers Precision cylinder mowers including Cobra Fortis models with interchangeable cassettes, available in 14", 17", 20", or 25" sizes with petrol or EGO battery power options for high-quality lawn finishes.
• Garden Equipment Supporting garden maintenance equipment including chainsaws, hedge cutters, strimmers, leaf blowers, and chippers from brands such as STIHL and Mountfield.
• Chainsaws Petrol and battery-powered chainsaws from STIHL and other leading brands for tree and timber work.
• Hedge Cutters Hedge trimmers and cutters including STIHL HLA86 battery-powered telescopic long-reach hedge trimmer and Mountfield Freedom 500 series hedge trimmers.
• Strimmers Strimmers and brushcutters including petrol and battery-powered models from the Mountfield Freedom series.
• Commercial Garden Machinery Heavy-duty commercial equipment including Canycom Ride-On 4WD brushcutters for challenging terrains, commercial rotary mowers, and professional-grade tools.
• Servicing & Repairs Professional servicing and repair packages for ride-on mowers, petrol rotary mowers, electric cylinder mowers, chainsaws, strimmers, hedge cutters, and robotic mowers with public pricing: Ride-on mowers £390-£490, Petrol rotary mowers £130-£145, Electric cylinder mowers £77-£87, Chainsaws £89.50-£97.50, Robotic mowers £81-£144 depending on model.
• Spare Parts Replacement parts department offering chains, belts, spark plugs, cords, and other spare parts for all garden equipment brands stocked.
• STIHL Battery Range STIHL Pro Cordless Power Tool System including battery-powered mowers (RMA series), pole pruners, chainsaws, brush cutters, hedge trimmers, blowers, sweepers, and powered pruning shears operating from a shared battery platform.
• STIGA Estate 798e Battery Powered Lawn Tractor Battery-powered ride-on lawn tractor with 64 Ah ePower battery, 98 cm cutting deck with 2 winged blades, covering up to 7,000 m² (10,500 m² in ECO mode). Features one-pedal operation, digital dashboard, STIGA.GO App connectivity, and includes mulching plug, trailer hitch, and fast charger.
• Cub Cadet XZ6 S107 Zero Turn Ride-On Mower Commercial zero-turn ride-on mower with SynchroSteer technology for full front wheel control, 107cm/42" cutting width, 11.9 kW rated power engine, fabricated mowing deck, and ergonomic design with low vibration; optional 230L grass bag.
• Kress RTK Wireless Autonomous Lawnmowers Satellite-guided robotic mowers delivering centimeter-level accuracy using RTK (Real-Time Kinematic) technology without boundary wires, with integrated obstacle avoidance, systematic parallel-line mowing, multi-zone navigation, dead reckoning, auto-levelling cutting disc, anti-theft protection, and MAP path optimization.
• Segway Navimow Robotic Mowers Wireless robotic mowers covering lawns from 500 to 10,000 m². X3 Series offers ultra-fast charging with efficiency 2x faster than industry average; first Segway entry in gardening and outdoor tools category.
• Canycom Ride-On 4WD Brushcutters (CMX Series) Japanese-manufactured ride-on brushcutters for challenging terrains including CMX1402/1404 (14hp Honda GX390), CMX1810 (4WD/2WD switchable), CMX2402/2408, and CMX2406 (Honda GX690 with certified foldable ROPS). Designed for long grass, steep slopes, and tough conditions.
• Mountfield Freedom 500 Series 48V battery-powered garden equipment range including 5 lawnmowers (34-46cm cutting widths) and 7 handheld tools (grass trimmer, brushcutter, hedge trimmer, blower, chainsaw, long-reach hedger, pole pruner) with a shareable battery system for medium to large gardens.
• Cobra Fortis Cylinder Mowers Professional cylinder mowers with interchangeable cassettes (14"-25" sizes) powered by Briggs & Stratton engines or EGO battery. Heavy-duty construction with 6-blade systems for high-quality finish and defined stripes. Accessories include aerator, dethatcher, brush, scarifier, and verticut cassettes.

Quantifiable outcome

• 73 Google reviews with EXCELLENT rating
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wickes: UK home improvement retailer with a garden equipment assortment. Overlaps with The Mower Shop on entry-level mowers and garden tools, but lacks specialist brands, service, and parts depth.
• Toolstation: National UK trade and DIY retailer with a growing outdoor power equipment range. Competes with The Mower Shop on convenience and price across mainstream mowers, strimmers, and chainsaws, but lacks specialist expertise and service capability.
• Hayes Garden World: Large UK physical garden centre retailer with strong lawnmower and garden equipment range, in-store expert service, and parts/repairs. Comparable to The Mower Shop on the showroom-plus-services model but at materially larger scale and broader assortment.
• B&Q: UK's largest home improvement and garden retailer, stocking a wide range of lawnmowers and garden equipment. Overlaps with The Mower Shop on basic rotary and electric mowers, but limited depth in specialist commercial and robotic categories.

Direct peers

• Mowers Online: UK online retailer of lawnmowers, ride-ons, and garden machinery, directly competing with The Mower Shop on price and product range. Represents the online-only channel that pressures the anchor's showroom-led model.
• Just Lawnmowers: UK-based online retailer specializing in lawnmowers and garden equipment from many of the same brands The Mower Shop carries (Honda, Mountfield, Hayter, Stiga). Direct competitor for the same customer base, but operating via a national e-commerce model rather than a showroom.
• Garden Machinery Direct: Multi-brand UK retailer of garden and grounds care equipment, including commercial machinery. Comparable to The Mower Shop in product breadth and audience (domestic + commercial), but operates nationally via online sales.

Regional players

• Cherry Lane Garden Centres: UK chain of garden centres selling lawnmowers, garden machinery, and outdoor products alongside plants and gardening supplies. Comparable assortment overlap with The Mower Shop but focused on a broader garden-centre proposition and multiple physical sites.
• GreenMech: UK-based manufacturer of wood chippers and biomass processors, sold via dealer network. Adjacent to The Mower Shop's garden equipment category (The Mower Shop also sells Eliet shredders) and operates through a similar specialist-dealer model in the UK.

Others

• STIHL Great Britain: UK arm of a major OPE manufacturer and direct competitor to The Mower Shop via its own authorized dealer network and DTC website. Represents the supply-side relationship that The Mower Shop depends on for a significant portion of its product mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheMowerShopNorthamptonLTD
• LinkedInlinkedin.com/company/the-mower-shop

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 THE MOWER SHOP