COOKS (MIDLANDS) LIMITED

What COOKS (MIDLANDS) LIMITED does

Cooks (Midlands) Limited is a privately-owned family agricultural and construction equipment dealership established in 1992 and headquartered at Horsepool Grange, Stanton Under Bardon, Leicestershire — approximately one mile from M1 junction 22, central to Midlands road networks. The company operates as a multi-brand main dealer for international OEMs, with Merlo telescopic handlers as its anchor line since 1996 (over 1,000 new units sold), supplemented by Kioti tractors (since 2023), Husqvarna Pro groundcare (East Midlands franchise awarded February 2025), Mecalac excavators (since February 2022), CAT construction equipment, XCMG excavators (added September 2025) and Vicon agricultural machinery, alongside peripheral brands such as Brian James Trailers, Strimech, McConnel/Twose, Warwick/KTwo and Opico.

The company's offerings span the full equipment lifecycle: new and used equipment sales (including a dedicated online shop), a stocked parts warehouse servicing the whole of the UK with genuine and non-genuine parts (Merlo, Kioti, Mecalac, Husqvarna plus accessories from Sparex, Sealey, Makita), a CFTS-accredited workshop for pre-delivery inspections and Thorough Examinations, and a fully equipped mobile service fleet that provides 7-day breakdown cover. Service operations use electronic tablets for work documentation. The firm also facilitates retail finance through De Lage Landen (DLL) for Merlo equipment and Vicon Finance year-round, earning commission on financed transactions.

Customer segments are vertically organised, with primary focus on agricultural operators (farmers, contractors, estates, forestry) and the construction sector (contractors, groundworks, site managers, rental firms, owner-operators) across the Midlands, plus a secondary segment of groundcare and domestic customers. Distribution combines direct sales at the trade counter, an e-commerce storefront, the mobile service fleet and dealer-franchise agreements. Headcount sits in the 11-50 band, and the firm is led by Managing Director and Owner Darren Cook with Robert Weaver as Sales Manager and Stephen leading the Service team.

Name

COOKS (MIDLANDS) LIMITED

Legal name

Cooks (Midlands) Limited

Website

https://cooksmidlands.co.uk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Cooks (Midlands) Limited is a privately-owned family agricultural and construction equipment dealer headquartered in Leicestershire, UK, operating multi-brand franchises (Merlo, Kioti, Husqvarna, Mecalac, CAT, XCMG, Vicon) and providing new/used equipment sales, parts, mobile service, and retail finance to farmers, contractors and groundcare customers across the Midlands.

Ownership category

akta.pro rank

Product category

Agricultural and Construction Equipment Dealership

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Farm and Garden Machinery and Equipment Merchant Wholesalers (423820)

SIC

Farm Machinery & Equipment (3523), Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)

Keywords

• Agricultural equipment
• Construction machinery
• Equipment dealership
• Farm machinery supply
• Plant equipment servicing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. New Equipment Sales: Sale of new agricultural and construction machinery including telehandlers, tractors, excavators, groundcare equipment, trailers, buckets and grabs. Brands include Merlo, Kioti, Husqvarna, Mecalac, CAT, XCMG, Vicon, Brian James.
2. Used Equipment Sales: Sale of pre-owned agricultural and construction machinery including telehandlers, excavators and attachments. Used telehandler stock includes Merlo models from 2007 to 2021 with varying hours.
3. Parts and Accessories: Sale of genuine and non-genuine parts for Merlo, Kioti, Mecalac and Husqvarna equipment. Stock includes accessories from Sparex, Sealey, Makita and Britains Farm Toys. Express delivery available for parts not held in stock.
4. Service and Repair: Workshop and on-site servicing, reactive repairs, warranty repairs, pre-delivery inspections, and safety campaigns. CFTS-accredited workshop. 7-days-a-week breakdown cover.
5. Finance Schemes (Agent/Broker): Facilitates retail finance schemes through De Lage Landen (DLL) for Merlo equipment and Vicon finance options. Acts as intermediary, earning commission on financed equipment purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Cooks (Midlands) Limited is a privately-owned family agricultural and construction equipment dealer founded in 1992. The company supplies new and used agricultural and plant machinery — including telehandlers, tractors, excavators, groundcare equipment, trailers and attachments — from multiple international brands (Merlo, Kioti, Mecalac, CAT, Husqvarna, XCMG, Vicon), backed by a CFTS-accredited workshop, a 7-day mobile service fleet, parts supply and finance facilitation.

Product overview

Cooks (Midlands) Limited is a privately-owned family company established in 1992, supplying agricultural and plant equipment throughout the Midlands area. The company operates as a multi-brand dealer offering a comprehensive portfolio of heavy equipment through several core product lines: Merlo telescopic handlers (their primary expertise since 1996 with over 1000 new machines sold), Kioti tractors (compact tractors 21-140hp since 2023), Husqvarna groundcare equipment (Pro Dealer franchise 2025), XCMG excavators, Mecalac excavators and loaders, CAT excavators, Vicon agricultural machinery, Brian James trailers, and Strimech buckets. The product offering spans telehandlers, tractors, excavators, construction loaders, trailers, and various agricultural implements. Beyond equipment sales, Cooks Midlands provides comprehensive aftersales support including service and repairs (7-day breakdown cover, CFTS accredited), parts supply (genuine and non-genuine parts for all major brands), and finance options through partnerships with De Lage Landen (DLL). The company serves both agricultural and construction markets from its Leicestershire headquarters near M1 junction 22.

Differentiator

Problem solved

Functional benefit

Products and services

• Merlo Telescopic Handlers New and used Merlo telescopic handlers for agricultural material handling, loading, stacking and transport, and for construction applications. Sold and serviced to farmers, agricultural contractors, and construction companies.
• Kioti Compact Tractors New Kioti compact tractors ranging from 21 to 140 hp for farms, estates, and commercial arable or livestock operations.
• Husqvarna Groundcare Equipment Husqvarna groundcare equipment including robotic lawn mowers, lawn mowers, sawing and cutting equipment, trimming and clearing tools, and soil/turf care products for domestic and professional users.
• XCMG Excavators XCMG excavators ranging from compact mini models (XE10E, XE18E, XE20E) to large heavy-duty machines (XE55E) for construction and earthmoving applications.
• Mecalac Excavators and Loaders Mecalac compact excavators (6MCR, 8MCR, 10MCR), the AS750 swing loader, and AX850 articulated and AF1050 4-wheel steer loaders for construction and earthmoving.
• CAT Construction Equipment CAT construction machinery including excavators, buckets and parts, with active engagement in the CAT Approved Supplier and Service Center dealer programme.
• Vicon Agricultural Machinery Vicon grassland and agricultural equipment including rakes, tedders, mowers, balers, feeders, choppers and fertiliser spreaders, with flexible Vicon Finance schemes.
• Brian James Trailers Brian James digger plant trailers, tipper trailers and connect trailers in various sizes and axle configurations for agricultural and construction transport.
• Strimech Buckets and Grabs Strimech Pro-AG agricultural buckets, grabs and equipment attachments in various sizes and capacities, with both new and used options available.
• Service, Repairs and Workshop Support Workshop-based and on-site servicing, reactive repairs, warranty repairs, pre-delivery inspections, safety campaigns, and CFTS-accredited Thorough Examinations, with a mobile service fleet available 7 days a week.
• Parts and Accessories Genuine and non-genuine parts for Merlo, Kioti, Mecalac and Husqvarna equipment, plus accessories from Sparex, Sealey, Makita and Britains Farm Toys, with express delivery for out-of-stock items.

Quantifiable outcome

• Over 1,000 new Merlo telehandlers sold since 1996
• +3 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

13 partnerships are on record, tiered minor and core.

• XCMGminorChannel Partner/ Reseller/ Distributor · 1 September 2025XCMG Excavators introduced as a new brand addition in September 2025. Offers compact mini excavators (XE10E, XE18E, XE20E) to large heavy-duty models (XE55E). Brand is expanding rapidly in Cooks Midlands' range.
• HusqvarnacoreChannel Partner/ Reseller/ Distributor · 1 February 2025Awarded Husqvarna Pro Dealership franchise in the East Midlands in February 2025. Covers groundcare equipment including robotic lawn mowers, chainsaws, brushcutters and related accessories. New franchise representing expansion into the professional groundcare market.
• Kioti UKcoreChannel Partner/ Reseller/ Distributor · 1 January 2023Appointed as Kioti UK dealer in 2023. Stocks and sells a broad range of compact tractors from 21 to 140 hp for agricultural and estate use. Provides sales and aftersales support for Kioti products.
• MecalaccoreChannel Partner/ Reseller/ Distributor · 1 February 2022Appointed as Mecalac dealer for UK and Ireland distribution network from February 2022. Responsible for retailing Mecalac's globally-acclaimed excavator portfolio (including AS750, 6MCR, 8MCR, 10MCR, AX850, AF1050 models) and providing service agreements and aftersales across the East Midlands.
• MerlocoreChannel Partner/ Reseller/ Distributor · 1 January 1996Main dealer franchise for Merlo Telescopic Handlers since 1996. Cooks Midlands has sold over 1,000 new Merlo machines and was awarded Merlo Gold Standard in 2020 (maintained to present). Named Merlo UK & Ireland Overall Dealer of the Year 2025. Provides sales, service agreements and aftersales support for Merlo agricultural and construction telehandlers.
• Caterpillar (CAT)coreChannel Partner/ Reseller/ DistributorMain dealer for CAT construction machinery. Operates as CAT ASSC (Approved Supplier and Service Center). Stocks CAT excavator buckets and parts. Active participant in CAT dealer conference and training.
• ViconminorChannel Partner/ Reseller/ DistributorSupplies Vicon agricultural machinery including grassland equipment, rakes and tedders, mowers, balers, feeders and choppers, fertiliser spreaders. Also facilitates Vicon Finance schemes year-round.
• Brooksby CollegeminorStrategic or Co-development PartnerCooks Midlands holds Product and Learning sessions at Brooksby College, including full training sessions with Vicon. Represents investment in future talent and ongoing professional development.
• McConnel/TwoseminorChannel Partner/ Reseller/ DistributorSupplies and maintains McConnel/Twose agricultural machinery as part of their broad equipment portfolio.
• Warwick/KTwominorChannel Partner/ Reseller/ DistributorSupplies and maintains Warwick/KTwo agricultural machinery as part of their equipment range.
• Brian James TrailersminorChannel Partner/ Reseller/ DistributorSupplies Brian James trailers including digger plant trailers, tipper trailers and connect trailers in various sizes and capacities.
• StrimechminorChannel Partner/ Reseller/ DistributorSupplies Strimech agricultural equipment including Pro-AG-Buckets and other attachments. Also stocks used Strimech equipment.
• OpicominorChannel Partner/ Reseller/ DistributorFeatured brand partner displayed on website homepage. Opico products form part of Cooks Midlands' agricultural machinery range.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• John Deere: Global agricultural and construction equipment manufacturer whose authorised dealer network (including Farol and Ben Burgess) directly competes with independent multi-brand dealers like Cooks Midlands for farmer and contractor customers.
• Kramp Group: Largest European agricultural parts distributor, supplying genuine and aftermarket parts across the brands and product categories that Cooks Midlands handles — represents the broader parts-distribution competitive context and a potential supply-side partner or competitor to Cooks' parts operation.
• Caterpillar Inc. Global construction equipment manufacturer whose CAT brand Cooks Midlands holds as a main dealer franchise — comparable as the upstream OEM whose dealer economics, network decisions and product launches directly shape Cooks Midlands' construction segment economics.
• Massey Ferguson (AGCO): Global agricultural tractor and machinery manufacturer whose products compete with several of Cooks Midlands' franchises (Kioti, Vicon, McConnel) and set the competitive context for the dealer channel in which Cooks operates.

Direct peers

• Farol Ltd: Multi-branch John Deere main dealer covering the Midlands and southern England, also carrying complementary agricultural and groundcare franchises with full sales, parts and aftersales support — comparable UK multi-brand dealer of similar scale and customer base.
• Ben Burgess & Co Ltd: Long-established multi-brand agricultural, construction and groundcare equipment dealer with branches across the Midlands and East Anglia — overlapping customer segments (farmers, contractors, groundcare professionals) and similar franchise mix to Cooks Midlands.
• Ripon Farm Services: Multi-branch agricultural and groundcare equipment dealer in Yorkshire operating franchises across tractors, combines and groundcare, with full parts and service support — a directly comparable multi-brand dealer model with regional footprint.
• Chandlers (Farm Equipment) Ltd: Multi-brand agricultural and construction equipment dealer operating multiple branches across the Midlands and southern England, carrying franchises including Massey Ferguson, Fendt, Honda and others — directly comparable to Cooks Midlands' multi-brand dealership model and East Midlands footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

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 →

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