Groenoord is one of two major John Deere dealerships in the Netherlands. With 19 branches, the company is mainly represented in the northern provinces. Director Menko Boersma confirms the rumors that became increasingly persistent this morning. Further he does not want to let anything know yet.
Groenoord reports the following: Groenoord suffered a loss in 2024, mainly due to high ICT costs, high interest costs and rapidly increasing personnel costs. In addition, due to the current market conditions and fierce competition, Groenoord has not been sufficiently able to pass on the higher costs to its clients. Cost-cutting measures deployed have also proved insufficient to turn the tide. Because Groenoord also expects a substantial loss in 2025, there is no prospect of continuing business operations in its current form. We expect clarity early next week. We count on the trustee to explore options for a relaunch.
Groenoord was created in 2011 when John Deere came out with a new strategy: Dealer of tomorrow. Since then, it has grown to become the largest John Deere dealer in the northeastern Netherlands. And 14 years later, the curtain has come down.
2011 - The birth
The first contours of Groenoord stood on in 2011 through a merger of three companies: Boersma in Groningen and Zijldijk (Gr.), Popken in Smilde (Dr.) and Jansen-Meppelink in Dalen (Dr.).
2012 - Spriensma joins
Spriensma joins Groenoord in 2012. When the company in Oldehove (Gr.) took over a sub-dealer in Grijpskerk (Gr.) in 2009, it officially became a John Deere dealer.
2012 - First branch
In 2012, the first joint branch of GroeNoord was opened in Oude Pekela (Gr.). By opening a branch at this location, there was a good spread in the area. After two years, the workshop capacity was doubled to properly serve all customers.
2017 - Greve joins
Greve has been a John Deere dealer since 2002. In 2011, Greve took over DEM Akkrum with which the company began serving Friesland in part. In 2013 Greve opened a branch in Bolsward and in 2016 another one in Berlikum. In 2017, Greve fully joined Groenoord.
2020 - Jan de Winkel incorporated
With branches in Goor, Hengevelde, Enschede and Luttenberg, Jan de Winkel is spread throughout Overijssel. As of January 1, 2020, Jan de Winkel has been acquired by Groenoord. Jan de Winkel holds the position of sales director within Groenoord.
2021 - Wolterink Beltrum
Groenoord makes the move into Gelderland in 2021 by acquiring Wolterink in Beltrum. This brings Groenoord's total number of branches to 19 in five different provinces.
2025 - Closure Goor
Groenoord decided earlier this year to close the Goor (Ov.) branch as of June 1, 2025. On its site, the company reports that the closure is necessary to remain a leading mechanization company in the future.
2025 - Groenoord bankrupt
On the morning of February 7, 2025, rumors circulate that Groenoord is bankrupt. Director Menko Boersma confirms this when asked. What will happen is not known, but Groenoord announces that it assumes that the trustee will investigate a restart.
2025 - Next rumors
Right after the announcement of Groenoord's bankruptcy, comes the next rumor. German John Deere dealer LVD Krone (Landtechnik Vertrieb und Dienstleistungen) is said to be a takeover candidate.
Deere & Company specializes in the manufacturing and marketing of agricultural and forestry materials and equipment. Net sales break down by family of products as follows:
- agricultural and green space maintenance equipment (58.9%): tractors, harvesters, sprayers, motors, cutters and grinders, scrapers, irrigation equipment, handling equipment, brush-hogs, power mowers, etc.;
- construction and forestry equipment (24.4%): loaders, graders, tractors, excavators, cutter-chippers, forwarders, etc.;
- other (2.9%).
The remaining sales (13.8%) are from sales financing services (purchasing, leasing, etc.).
Net sales are distributed geographically as follows: the United States (52.5%), Western Europe (14.3%), Latin America (12.3%), Asia/Africa/Oceania/Middle East (9.3%), Canada (8.2%) and other (3.4%).
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