What Agridea does

Agridea is an Italian specialty retailer and equipment rental operator headquartered in Nogara (Verona province) with a second showroom in Verona city. Founded approximately in 1985 and operating for over 30 years, the company sells, rents, and repairs gardening, construction, and agricultural equipment across two physical locations in the Veneto region. It serves both B2C consumers (homeowners and gardening hobbyists) and B2B customers (professional landscapers, construction contractors, and agricultural operators), positioning itself as a one-stop shop for both professional and hobbyist equipment needs.

The product portfolio spans roughly 12 categories including robot lawn mowers, traditional walk-behind and ride-on lawn mowers, brushcutters, chainsaws, generators, pressure washers, hedge trimmers, leaf blowers, water pumps, power tillers, and battery-powered cordless equipment, plus a dedicated rental fleet of construction machinery (mini excavators, aerial platforms, forklifts, site dumpers, vans, and trucks). Agridea is an authorized dealer for premium brands including Honda and Husqvarna (primary tier), with secondary distribution partnerships with Hinowa, Kubota, Kärcher, JLG, Iseki, Pramac, and Stiga. The technology stack is conventional retail/rental infrastructure with no proprietary software, APIs, or AI/ML platforms.

The business operates through five revenue streams: new equipment sales (one-time), used equipment sales (one-time), equipment rental (usage-based), spare parts and accessories (one-time), and advertising truck rental (usage-based). Sales prices are publicly disclosed (ranging from approximately €199 to €4,699 at retail), while rental pricing requires direct quote. Go-to-market combines brick-and-mortar showrooms, an informational e-commerce website, seasonal co-branded promotions with Honda and Husqvarna, a blog with buying guides, and active Facebook and Instagram social media channels. Distribution is domestic-only within Italy, with no evidence of international expansion.

Name

Agridea

Legal name

Agridea

Website

https://agrideavr.it

Company type

Private

Founded year

1985

Operating status

Operating

Short description

Agridea is a family-owned Italian specialty retailer and rental operator based in Verona province, selling, renting, and repairing gardening, construction, and agricultural equipment from premium brands (Honda, Husqvarna, Kubota, Stiga) to homeowners, landscapers, construction contractors, and agricultural businesses across the Veneto region.

Ownership category

akta.pro rank

Product category

Garden Equipment Retail

NAICS

Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Farm Hardware, Parts & Consumables Retail (Tools, PPE, Repair) (AFABAJAM)

Keywords

• Gardening equipment
• Construction equipment
• Equipment rental
• Outdoor power equipment
• Agricultural machinery

Headquarters

HQ city

Nogara

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Equipment Sales: Sale of new professional and hobbyist gardening equipment including lawn mowers, robot lawn mowers, brushcutters, chainsaws, generators, pressure washers, and related machinery. Products span multiple brands including Honda, Husqvarna, and others.
2. Used Equipment Sales: Sale of pre-owned gardening equipment in good condition, providing a more affordable option for price-sensitive customers.
3. Equipment Rental: Rental of construction equipment (excavators, aerial platforms, forklifts), gardening equipment, generators, and other machinery on daily or periodic basis. Includes rental of vans and trucks.
4. Spare Parts and Accessories: Sale of spare parts and accessories for the equipment brands sold, including consumables, attachments, and protective equipment.
5. Advertising Vehicle Rental: Rental of advertising truck (vela pubblicitaria) for promotional events and marketing campaigns.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Agridea is an Italian retailer, rental operator, and repair service for gardening, construction, and agricultural equipment. Operating from two physical showrooms in Nogara and Verona, the company resells and rents machinery from premium brands such as Honda, Husqvarna, Kubota, Hinowa, Kärcher, JLG, Iseki, and Pramac, while also offering used equipment sales, spare parts, and after-sales service.

Product overview

Agridea is an Italian gardening and construction equipment retailer based in Nogara and Verona, offering a comprehensive portfolio of branded products and equipment rental services. The company sells leading brands including Honda, Husqvarna, Stiga, Iseki, and others across two main areas: gardening equipment (robot lawn mowers, traditional lawn mowers, brushcutters, chainsaws, hedge trimmers, tillers, generators, pressure washers, and ride-on tractors) and rental equipment (mini excavators, aerial platforms, forklifts, site dumpers, and construction equipment). Services include equipment sales (new and used), short-term and long-term rental, repair and maintenance, and seasonal promotions. The company positions itself as a one-stop shop for both hobbyist and professional users in gardening, agriculture, and construction sectors, with over 30 years of experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Robot Lawn Mowers Autonomous robotic lawn mowers sold under the Robot Lawn Mowers category, available in models ranging from entry-level units for small gardens to professional-grade satellite-guided units for sports fields, including Honda Miimo and Husqvarna Automower/CEORA lines.
• Walk-Behind Lawn Mowers Petrol, electric, and battery-powered push and self-propelled lawn mowers from Honda (Izy, HRN, HRX series) and Husqvarna, sold for residential and semi-professional garden maintenance.
• Ride-on Lawn Mowers and Tractors Ride-on lawn tractors, garden riders, and professional diesel mowers from Husqvarna, Honda, Iseki, and Stiga for large-area grass cutting.
• Brushcutters and Trimmers Petrol and battery-powered string trimmers and brushcutters, including professional Husqvarna models, for vegetation control and grass edging.
• Chainsaws Petrol, battery, and electric chainsaws from Husqvarna for tree cutting and wood processing, ranging from hobbyist to professional-grade.
• Power Generators Electric generators including Honda EU/EG inverter and professional models, plus Pramac portable and professional units, for backup power and remote site use.
• Pressure Washers High-pressure cleaning equipment including Kärcher pressure washers and the S4 sweeper model, for cleaning vehicles, buildings, and outdoor surfaces.
• Hedge Cutters and Trimmers Hedge trimmers and pole saws including the Husqvarna 122HD60, for residential and professional garden maintenance.
• Leaf Blowers and Vacuums Garden blowers and leaf vacuum systems for residential and professional yard cleanup.
• Power Tillers and Cultivators Power tillers and cultivators for soil preparation in gardening and small-scale agriculture.
• Water Pumps Water pumps for irrigation, drainage, and fluid transfer in gardening and agriculture.
• Battery-Powered Machines Cordless power tools and equipment powered by rechargeable batteries across the Husqvarna battery platform.
• Construction and Gardening Equipment Rental Short-term and project-based rental of construction equipment (mini excavators, aerial platforms, forklifts, site dumpers, telescopic handlers, sweepers, trucks), gardening equipment (mowers, brushcutters, hedge trimmers, wood chippers, stump grinders, aerators), generators, and vans for B2B contractors and consumers.
• Used Equipment Sales Sale of pre-owned gardening and construction equipment in good condition, offering a more affordable option for price-sensitive customers.
• Repair and Spare Parts Service After-sales repair, maintenance, and spare parts service for the equipment brands sold, including fault repair and general tune-ups on machines such as brushcutters.

Quantifiable outcome

• 30+ years of industry experience
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered primary and secondary.

• HondaprimaryChannel Partner/ Reseller/ DistributorAgridea is an authorized dealer and reseller of Honda gardening equipment including lawn mowers (Izy, HRN, HRX series), robot lawn mowers (Miimo HRM series), brushcutters (UMK series), and generators (EU, EG series). Seasonal promotional campaigns are conducted with Honda.
• HusqvarnaprimaryChannel Partner/ Reseller/ DistributorAgridea is an authorized dealer of Husqvarna products including robot lawn mowers (Automower series, CEORA professional line), chainsaws, brushcutters, hedge trimmers, and ride-on mowers. Seasonal promotional campaigns are conducted with Husqvarna.
• HinowasecondaryChannel Partner/ Reseller/ DistributorAgridea carries Hinowa products including tracked aerial platforms (Lightlift series) and self-loading dumpers (HS series) for construction and industrial applications.
• KubotasecondaryChannel Partner/ Reseller/ DistributorAgridea offers Kubota mini excavators (U10, U17 series) and diesel engines for rental and sale, known for reliability and E-TVCS combustion technology.
• KärchersecondaryChannel Partner/ Reseller/ DistributorAgridea carries Kärcher pressure washers and cleaning equipment, including the S4 sweeper model mentioned in customer testimonials.
• JLGsecondaryChannel Partner/ Reseller/ DistributorAgridea offers JLG aerial platforms for rental and sale, including scissor lifts (ES series), articulated booms, and tracked lifts for construction and maintenance applications.
• IsekisecondaryChannel Partner/ Reseller/ DistributorAgridea carries Iseki ride-on lawn mowers including the SXG216+ and SF551 professional models with diesel engines and large collection baskets.
• PramacsecondaryChannel Partner/ Reseller/ DistributorAgridea offers Pramac generators including the PX and GSW series for various power needs from portable to professional applications.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AgriEuro: AgriEuro is one of Italy's largest online retailers of agricultural and gardening machinery, selling tractors, mowers, brushcutters, generators, and accessories with delivery across Italy. Compared with Agridea, AgriEuro competes on assortment breadth and online convenience rather than local showroom service, but addresses the same end customers.

Broad incumbents

• Leroy Merlin Italia: Leroy Merlin is a France-based home improvement and garden retail chain with a substantial Italian store network. It overlaps Agridea in lawn mowers, robotic mowers, garden tools, and DIY/construction equipment, but as part of a much broader home-improvement assortment.
• Bricoman Italia: Bricoman is a large Italian/European B2B-leaning retail chain for construction materials, tools, and equipment. It competes with Agridea's construction-equipment rental and sales side (tools, generators, light machinery) but with a much broader portfolio and multi-regional footprint.
• OBI Italia: OBI is a German DIY chain operating in Italy with stores selling garden tools, lawn mowers, and small machinery. Comparable to Agridea in the hobbyist garden-equipment category but at much larger scale and without a specialist rental/repair offering.
• Brico Io: Brico Io is an Italian DIY and home/garden retail chain with stores across the country. It overlaps Agridea in garden tools, mowers, and small equipment, but operates at chain scale rather than as a specialist dealer with brand partnerships and a rental fleet.
• Decathlon Italia: Decathlon is a global sporting goods retailer with growing garden/outdoor categories (including its own-brand gardening tools and powered equipment). It competes with Agridea in the hobbyist gardener/consumer segment on price and convenience, though without professional-grade brands or rental.
• Brico Bravo / Bricocenter: Bricocenter is an Italian chain of DIY and home/garden stores selling tools, garden equipment, and seasonal items. Overlaps Agridea's retail garden tools and small-equipment offering for hobbyists but without specialist professional landscaping or construction rental.

Regional players

• CGT - Caterpillar dealer Italy: CGT is the Italian dealer for Caterpillar earth-moving and construction equipment, including compact excavators and aerial work platforms. It is comparable to Agridea's rental and sales business for construction machinery (mini excavators, aerial platforms, site dumpers), but at much larger scale and with an OEM relationship rather than multi-brand.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/agrideanogaraofficialpage
• Instagraminstagram.com/agridea_nogara.verona

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 →

Frequently asked questions about Agridea