Mole Country Stores
Mole Country Stores (Mole Valley Farmers Ltd) is a UK private multi-channel rural retailer founded in 1960, operating 48 stores and an e-commerce platform across farming, equestrian, pet, garden, clothing, and heating fuel categories for farmers and rural lifestyle consumers.
- Company typePrivate
- Founded1960
- HeadquartersSouth Molton, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Mole Country Stores does
Mole Country Stores (legally Mole Valley Farmers Ltd) is a UK-based private multi-channel rural and agricultural retailer founded in 1960 and headquartered in South Molton, Devon. The company operates 48 physical retail stores across the United Kingdom and an integrated e-commerce platform (moleonline.com), offering free Click & Collect alongside paid delivery from £4.95. Its product assortment spans 11 categories: farming supplies (livestock feed, bedding, crop inputs, equipment), timber and fencing, equestrian supplies, pet/bird/wildlife products, workshop and maintenance, outdoor and gardening, country clothing and footwear, field sports, food and drink, and heating fuels. The business serves a diversified horizontal customer base including farmers, equestrian enthusiasts, pet owners, gardeners, and rural lifestyle consumers, with no disclosed enterprise or anchor accounts.
The company's revenue model is predominantly transactional retail (one-time product sales of own-label and third-party branded goods including partnerships with Aigle, Barbour, JCB, and Lister), supplemented by a free Country Membership loyalty program and specialty service lines: Mole Valley Feed Solutions, Mole Fuel Solutions, Mole Energy, Mole Valley Farmers Utilities, and Shield Warranty. It distributes own-label products through the Country Dog pet food sub-brand. Underlying technology consists of a standard e-commerce retail platform with store locator, account management, and online ordering capabilities, with no proprietary AI/ML features, patents, or data assets disclosed. The operating model is supported by wholly-owned subsidiaries covering feed solutions, energy, and utilities, suggesting a deliberate vertical extension into rural services adjacent to core retail.
The entity is a private limited company registered in England (Company No. 679848) with no public listing, no disclosed external funding rounds, and no disclosed management team in the available data. Ownership commentary indicates a cooperative-style model with farmer shareholding alongside the Country Membership program. Geographic footprint is UK-only (England, Scotland, Wales, Northern Ireland), with no claimed global operations. Revenue, employee headcount, and acquisition history are not publicly disclosed in the source materials, limiting visibility into financial scale and growth metrics.
Mole Country Stores firmographics
Firmographics- Name
- Mole Country Stores
- Legal name
- Mole Valley Farmers Ltd
- Website
- https://molecountrystores.co.uk
- Company type
- Private
- Founded year
- 1960
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Mole Country Stores (Mole Valley Farmers Ltd) is a UK private multi-channel rural retailer founded in 1960, operating 48 stores and an e-commerce platform across farming, equestrian, pet, garden, clothing, and heating fuel categories for farmers and rural lifestyle consumers.
- Ownership category
- akta.pro rank
Mole Country Stores industry classification
Industry- Product category
- Agricultural and Rural Retail
- NAICS
- Building Material and Garden Equipment and Supplies Dealers (444), Nursery, Garden Center, and Farm Supply Retailers (44424), Pet and Pet Supplies Retailers (459910)
- SIC
- Retail-Building Materials, Hardware, Garden Supply (5200), Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail (CRAIAIAC)
- akta.pro secondary industries
- Pet Litter, Waste & Odor Control Retail (CRALAHAH), Eco-Friendly Rodent Control (Non-Toxic Baits, Traps & Exclusion) (HSAMALAD)
Keywords
Where Mole Country Stores is headquartered
LocationHeadquarters
- HQ city
- South Molton
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Mole Country Stores business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Retail Product Sales: Sale of agricultural supplies, farming equipment, pet supplies, equestrian products, clothing, footwear, heating fuels, and general merchandise through 48 physical stores and e-commerce platform. Products include own-brand ranges and third-party branded goods.
- Country Membership Program: Free membership program offering exclusive deals and savings to registered members, driving customer loyalty and repeat purchases.
- Specialty Services: Additional revenue streams from services including Feed Solutions, Fuel Solutions, Energy Solutions, and Shield Warranty programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Country Membership - Free loyalty program |
| Unit Pricing | Pay-as-you-go | Standard Delivery |
| Unit Pricing | Pay-as-you-go | Product Pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Mole Country Stores product offering
Product offeringCore offering
Mole Country Stores (legal entity Mole Valley Farmers Ltd) retails farming, pet, equestrian, country clothing, garden, home, and heating fuel supplies through 48 physical retail stores across the UK and a comprehensive e-commerce platform (moleonline.com). The company also offers specialty services including Mole Valley Feed Solutions, Mole Fuel Solutions, and Mole Energy, along with a free Country Membership loyalty program and Click & Collect service.
Product overview
Mole Country Stores operates a unified retail e-commerce platform (Mole Online) serving the agricultural and rural community with a comprehensive portfolio of products and services. The core offering centres on an extensive e-commerce marketplace complemented by 48 physical UK stores offering free Click & Collect. The product portfolio spans 11 main categories: Farming supplies (livestock feed, bedding, equipment), Timber & Fencing, Equestrian supplies, Pet/Bird/Wildlife, Workshop & Maintenance, Outdoor & Gardening, Country Clothing & Footwear, Field Sports, Food & Drink, and Heating Fuels. Supplementary services include Country Membership (free loyalty program), Fuel Solutions, Energy Solutions, and Feed Solutions. The company also offers private-label products under the Country Dog sub-brand. Founded in 1960, the business serves farmers and rural communities across the UK.
Differentiator
Problem solved
Functional benefit
Brands
- Country Dog: Premium dog food brand offering grain free and hypoallergenic dog food products including adult, puppy, and senior formulas.
- Country Membership
Companies that use Mole Country Stores
Customer profileSegments5 records
Ideal customer profiles5 records
Mole Country Stores technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Mole Country Stores partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Mole Valley Feed SolutionscoreSpecialty service providing tailored feed solutions for livestock and agricultural operations. Operated as a subsidiary/affiliate brand under Mole Valley Farmers umbrella.
- Mole Fuel SolutionscoreSpecialty fuel solutions service offering heating fuels and related products. Part of the integrated service offering for rural customers.
- Mole EnergycoreEnergy solutions service for countryside and rural properties. Affiliated brand providing energy services to complement core retail operations.
- Mole Valley Farmers UtilitiesminorUtility services for Mole Valley Farmers customers, providing additional value-added services to the rural customer base.
- Country DogcoreOwn-brand pet food line sold exclusively through Mole Country Stores. Premium dog food products including grain-free, hypoallergenic, and standard formulations.
- Shield WarrantyminorExtended warranty and protection plan service offered to customers for applicable products, enhancing customer confidence in purchases.
- Trusted Brand PartnerscorePartnership with major brands including Aigle, Marriages, Barbour, JCB, and Lister for distribution through Mole Country Stores retail and online channels.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Mole Country Stores competitors and assessment
Company assessmentDirect peers
- Countrywide Farmers: UK agricultural and rural supplies retailer (now part of a group structure following 2020 restructuring) historically operating farm supply stores across the West of England and Wales. Direct overlap with Mole's farming supply, country clothing, and equestrian categories, and a useful like-for-like rural co-operative peer.
- Carrs Billington Agriculture: UK-based agricultural supplies retailer offering farming products, animal feed, machinery, and rural supplies through a network of depots across Northern England, Scotland, and Wales. Directly comparable product mix and customer base (commercial farmers and rural customers), making it the closest head-to-head competitor for Mole's core agricultural categories.
- Wynnstay Group: Welsh-headquartered agricultural supplies group listed on AIM, operating farm supply stores, feed manufacturing, and arable inputs across Wales, the Midlands, and Northern England. Comparable product categories (feed, fertilizer, farm equipment), overlapping rural customer base, and similar multi-channel retail + manufacturing model make it a direct competitor with publicly disclosed financial benchmarks for sizing Mole.
- NWF Group: UK AIM-listed agricultural and distribution business combining animal feed manufacturing with a country stores retail chain serving farmers and rural consumers. Highly comparable model spanning feed production (Mole Valley Feed Solutions equivalent), retail country stores, and direct farmer supply, providing a benchmark for the integrated services-plus-retail structure Mole pursues.
Emerging players
- Jollyes: UK specialist pet retailer with 80+ stores offering pet food, accessories, and in-store services. Smaller, pet-only specialist that competes with Mole's pet category and represents an emerging omnichannel threat as it expands services and own-brand ranges.
- Pets at Home: UK's largest specialist pet retailer with over 450 stores, a subscription vet offer, and an own-brand pet food range. Competes with Mole's pet and Country Dog offering at the national retail level and represents the dominant omnichannel pet destination Mole would benchmark against in the pet category.
- Blue Diamond Garden Centres: Privately owned UK garden centre group operating 40+ centres with strong focus on outdoor living, gifts, and gardening products. Comparable product overlap with Mole's Outdoor & Gardening category and a benchmark for premium positioning within garden retail.
Regional players
- Notcutts Nurseries: UK family-owned garden centre chain with 18 sites concentrated in the Midlands, East, and South of England. Comparable garden retail format and customer demographic to Mole's gardening category, though primarily urban-prosumer rather than rural farmer focused.
Broad incumbents
- Dobbies Garden Centres: UK's largest garden centre chain with 60+ sites offering plants, garden supplies, outdoor living, and food. Comparable in the gardening and outdoor living categories Mole serves, though Dobbies is urban-suburban focused while Mole is rural, and operates at significantly larger scale.
- ForFarmers: European-listed animal feed manufacturer and supplier operating across the UK, Netherlands, Germany, and Belgium with total feed solutions for livestock farmers. Larger incumbent in the upstream feed input market that competes with Mole Valley Feed Solutions at B2B scale, though without Mole's retail consumer footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Mole Country Stores social profiles
Digital presenceMole Country Stores financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mole Country Stores leadership team
Management profileNumber of profiles
Mole Country Stores subsidiaries and ownership
Company hierarchySubsidiaries3 records
Mole Country Stores funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mole Country Stores M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mole Country Stores
What does Mole Country Stores do?
Mole Country Stores (legal entity Mole Valley Farmers Ltd) retails farming, pet, equestrian, country clothing, garden, home, and heating fuel supplies through 48 physical retail stores across the UK and a comprehensive e-commerce platform (moleonline.com). The company also offers specialty services including Mole Valley Feed Solutions, Mole Fuel Solutions, and Mole Energy, along with a free Country Membership loyalty program and Click & Collect service.
Is Mole Country Stores a public or private company?
Mole Country Stores is a private company. It is classified as management employee owned and is currently operating.
When was Mole Country Stores founded?
Mole Country Stores was founded in 1960. It employs 1 to 10 people.
Where is Mole Country Stores based?
Mole Country Stores is headquartered in South Molton, United Kingdom, in the Europe region.
How does Mole Country Stores make money?
Three revenue lines are on record. Retail Product Sales are the primary driver. The others are country Membership Program and specialty Services.
Who are Mole Country Stores's main competitors?
Direct peers on record are Countrywide Farmers, Carrs Billington Agriculture, Wynnstay Group and NWF Group. Emerging players are Jollyes, Pets at Home and Blue Diamond Garden Centres. Notcutts Nurseries is listed as a regional player. Broad incumbents are Dobbies Garden Centres and ForFarmers.
Does Mole Country Stores have an API?
No public API is recorded for Mole Country Stores.
What industry is Mole Country Stores in?
Mole Country Stores's product category is Agricultural and Rural Retail. Its primary akta.pro industry code is CRAIAIAC, Soils, Mulch, Fertilizers & Lawn Care Chemicals Retail, with a secondary code of CRALAHAH, Pet Litter, Waste & Odor Control Retail. Its NAICS code is 444 and its SIC code is 5200.