Handler Firm Expands Coverage
Russells has expanded its agricultural area of responsibility for Manitou machinery, effective from 1 January 2026, taking on the former Farmstar Marr and Brigg territory.
The newly assigned area extends from north Sheffield east through South Yorkshire and northern Lincolnshire to Grimsby. Key centres within the territory include Barnsley, Doncaster, Gainsborough and Brigg, alongside surrounding agricultural regions.
The expansion builds on Russells’ existing Manitou coverage, which operates from depots in Northallerton, Leyburn, Malton, Boroughbridge, Cranswick, Eggborough and Owstwick. Combined, this network provides sales, service and parts support across North, East and West Yorkshire, with the addition of the Marr and Brigg area strengthening continuity of support for customers within the region.
Manitou UK said the change forms part of an ongoing review of its dealer network, aimed at maintaining consistent standards of specialist sales and aftersales support. The transfer follows a long-standing relationship between Manitou and Farmstar, which previously represented the brand in the territory.
Peter Smyth, Manitou sales director for the UK and Ireland, said the decision reflected Russells’ scale and technical capability. He highlighted the dealer’s engineering capacity and geographic coverage as key factors in supporting current and future Manitou customers.
Founded more than 100 years ago, Russells is one of the UK’s longest-established agricultural machinery dealers. The business serves farming and contracting customers across Yorkshire and surrounding regions, with a focus on local support and aftersales service.
Russells has represented Manitou for more than 40 years and supplies the full agricultural product range, including telehandlers, articulated loaders, compact machines and selected industrial equipment used within agricultural applications.
Paul Russell, chief executive of Russells, said the business welcomed the opportunity to expand its Manitou territory and confirmed that existing sales, service and parts teams would support customers in the newly added area.
The territory transfer reinforces Russells’ long-term involvement with the Manitou brand and is intended to provide continued local support for customers across South Yorkshire and northern Lincolnshire under a consolidated dealer structure.
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