Russell's
Launching Online Sales for 100-Year-Old Agricultural Leader
Overview
Russell's is one of the UK’s leading dealers in agricultural and groundcare machinery, representing over 150 manufacturers, including New Holland.
This discovery project established the technical blueprint for a new eCommerce destination designed to sell parts across six business divisions. By unifying a fragmented online presence, the brand is moving toward a more efficient, self-serve model for its customers.
Founded in 1849, Russell's has evolved from a local blacksmith’s shop into a massive distribution network across the North of England and the East Midlands. Today, the business employs over 200 people and operates 12 outlets serving farmers, estate managers, and local authorities.
The brand’s reputation as a top-tier dealer is backed by multiple "New Holland Dealer of the Year" awards. Beyond selling machinery, they act as a full-lifecycle partner, providing technical support, training, and precision land management services to their community.