Redexim and Russells Groundcare have announced a significant expansion of their long-standing partnership, with Russells now taking on responsibility for Yorkshire and Lincolnshire in addition to their existing Nottinghamshire and Derbyshire territory.
This development represents a natural evolution of a relationship built on trust, shared standards, and strong aftersales support.
For Redexim, the decision to widen Russells’ area was an easy one. Andy O’Neil, Regional Manager at Redexim, has known the Russells team for years and worked opposite them before working alongside them.
“I used to work for a company that competed with Russells daily for six years, so I know them very, very well,” Andy explains. “In the four years since they’ve become a Redexim partner, we’ve never had any issues. They’re professional and they’re well known and well thought of by their customers. There was nobody else we wanted to go to for covering the area.”
For Russells Groundcare, the expansion presents a major opportunity to strengthen their offering to professional turf customers across the region. Sales Manager Mark Willerton says the chance to take on a larger territory aligned perfectly with their own ambitions.
“The opportunity came to expand our area - having the franchise for Nottinghamshire and Derbyshire already, this opportunity arose and we grabbed it with both hands,” Mark says. “Redexim is a long-established brand. The Verti-Drain is so well known. Everyone refers to whatever aerator they have as a Verti-Drain. It’s the original and the best in the market. Taking on the wider Redexim range gives us some unique products we’ve not had before, and it’s an exciting opportunity.”
Among those new additions to the Russells portfolio, Mark expects two stand-out lines to immediately resonate with their customer base.
“One product we’ve never had before is the Overseeder, which - especially with these dry summers - is becoming a much more popular machine. The Verti-Drain and the Redexim Overseeder excite us the most. They’re really going to boost things for us.”
Both companies agree that the extended partnership isn’t just about product reach - it’s about strengthening support for end users. Redexim has highlighted improved customer service as a key benefit of Russells’ expanded remit, something Mark is proud to echo.
“We really pride ourselves on our aftersales service,” he explains. “You sell the first machine, but you earn the chance to sell the second one based on your aftersales support. That’s something we’re absolutely focused on.”
The close working relationship between the two teams will only deepen as Russells move into their new territory. “We’re looking forward to getting out there with Andy and the Redexim team and doing some demonstrations,” says Mark.
The expanded partnership officially goes live in January, marking a strong start to the new year for both businesses. Customers visiting BTME in Harrogate will also have the chance to meet the Russells Groundcare team, who will be spending time on the Redexim stand throughout the show.
With shared values, complementary strengths, and a unified commitment to exceptional customer care, the expansion signals a powerful next chapter in the Redexim–Russells partnership - one built firmly on collaboration.
Comments