Earlier this week I had the pleasure of attending a small industry exhibition at the Business Design Centre in Islington, London.

Called The Garden Press Event, it's a show I have been attending for a number of years now and one that sees the number of exhibitors relevant to our readership decidedly fluctuate. There was a time that amongst the companies hawking their gardening gloves, trowels, seeds and hanging baskets there were machinery brands well into their double figures. Nowadays it appears to have settled into the high single figures who choose to take their place in the North London venue.

And why are these manufacturers in attendance? Fom speaking to the machinery people there this week, the eyes that they are especially looking to catch are those of influencers. The right ones obviously. Not just those on the scrounge for a free leaf blower, but those who have real sway over the decisions made by their end-user followers. A well-chosen influencer will have a close and trusted relationship with their followers. The idea being that these end-users can then come through your dealership's doors or visit your website, armed with greater knowledge about what a quality machine can do for their garden.

Also by positioning themselves amongst the hanging baskets, I do feel these specialist domestic machinery brands are very much locating themselves at the heart of the wider horticultural conversation. They are placing themselves in the mix alongside design trends, sustainability stories and lifestyle aspirations - and are presenting powered machinery not simply as a boring necessity, but as a means to better outdoor living.

In conversations with manufacturers I had this week, I was repeatedly told it was not just about meeting influencers with the highest follower count, though. It's important to stress that they were looking for creators who represented the right fit. Those who genuinely care about lawn maintenance, garden improvement and the tools required to achieve both. Crucially, alongside this, I kept hearing that it was long-term partnerships that were required. Not fly-by-night, flashy team-ups. But people or channels they could build a lasting, mutually beneficial relationship with.

There isn't another show like the Garden Press Event that facilitates this meet-up between brands and influencers. I heard several first-hand anecdotes from representatives of marques that our dealer readers stock, regarding relationships that have been forged at previous editions of this show. In turn this has led to high-profile coverage and, vitally, to customers arriving at dealerships asking for the machine they'd seen in use on a post somewhere.

For the few machinery brands exhibiting this week, the calculation is strategic. They are not there to sell to the press; they are there to influence the influencers - and, by extension, tomorrow’s customers. Dealers know that we're living in an age where purchasing decisions for domestic kit can be formed on a smartphone before they are finalised in a showroom. For the companies putting themselves in the sights of the right content creators, the hope is their dealers will see a direct benefit.

We'll feature some product information in greater detail in an upcoming issue of Service Dealer magazine, but what were the machinery companies saying and showing at the Garden Press Event this week?

STIHL who always have a significant presence at the event, told me that last year a contact made here led to them becoming the official supplier of outdoor powered equipment to the Gardening with Alan Titchmarsh YouTube channel.  On the stand were plenty of products powered by the smaller AS batteries, including the HLA 40 long reach hedge trimmer and the HTA 30 pole pruner - both light in weight and popular with an older demographic. Later, at an aftershow event, the company revealed that 2026 is set to feature their biggest TV promotional campaign yet, designed to tie-in with their 100 year anniversary. A new advert was revealed for the first time that will be going live soon, leaning into the company's professional heritage.

Stiga featured two ride-ons and two robots on their stand, illustrating both their domestic range and their newly made move into the professional sector. New UK md, James Gordon, explained it was an exciting time for the company with new product launches and several new staff members joining their team. The message they were wanting to convey to the press and influencers was the conversion from petrol to battery - stressing that the power to price ratio was more attractive than ever to new buyers. The Vista robots on the stand featured a new AI camera for navigation around gardens that are constantly changing, and the E Park Pro benefited from their new cassette battery system that they said offered the power of a petrol equivalent.

Husqvarna were displaying some robotic mowers and handheld products on a stand that was also branded with Flymo and Gardena. Interestingly, they included one of their top-end professional blowers within their display to illustrate to the gardening influencers their commercial heritage - getting the message across that their domestic products come from the same technical know-how that the demanding commercial practitioners use. Of the Automowers on display, new for 2026 was an example of a 300 series at a new lower price point than the range has featured before. The company told me their dealers were keen to get their hands on this model, due to customer demand.

Mammotion robotic mowers were on show from Mower Magic who have been dealing in these machines for around two years now. They told me their dealer network is growing for the brand with around 30 across the UK, but with gaps in their coverage for the right dealers to join in the right places. New for 2026 is the introduction of Tri-Fusion - described as an integration of 360° LiDAR, NetworkRTK and AI Vision for precision, adaptability, and stability. By using these technologies, I was told the robots deliver precision within 1 cm.

Webb were promoting their new 40 volt Eco-X series, that will all be available from April. They said the range covers all major categories of garden care - from lawnmowers and grass trimmers through to hedge trimmers, blowers, vacuums, chainsaws and scarifiers. The series has been engineered as a complete cordless ecosystem rather than a single-tool offering. Brushless motor technology is utilised across the range to offer improved efficiency, longer runtimes and extended product life.

Makita said the visitors to their stand were interested in everything they had on show - which included a new snow blower - as they liked their UK-built story. Their XTG range had experienced a lot of traction due to a successful Europe-wide promotion across the past year they said, with more to come in 2026.

Also on show were more mass-channel robotic mowers and hand held equipment from Bosch, Yard Force and EcoVacs.

Overall, the show is still worth a visit from a traditional journalist such as myself, as it is interesting to see which brands that our dealer readers stock are wanting to forge new relationships with the next generation of influencers. Clearly this event isn't the only means of achieving this goal. but as the only trade day specifically geared toward generating these meet-ups, it seems to me like a great place to start. It will certainly be interesting to watch in subsequent editions whether machinery exhibitor numbers begin to creep back up again.

Husqvarna Group has announced changes in its Group Management.

Yvette Henshall-Bell has been appointed president Husqvarna Forest & Garden Division and a member of Group Management. She will assume her new role on March 1, 2026. Yvette currently serves as senior vice president Europe in the Husqvarna Forest & Garden Division and has been with the company since 2022. She has previously held several leading positions in the Construction and Agricultural Equipment industry.

Omar Attar, currently serving as interim president of the Husqvarna Forest & Garden Division, will resume his previous role as senior vice president finance Husqvarna Forest & Garden Division, as Yvette transitions into the position.

Terry Burke, chief financial officer, will leave the Group. He will remain in his role until no later than July 31, 2026, and will thereafter continue to support the company in an advisory capacity until year end. Terry has been with the company for 16 years and has been the CFO since 2022.

Karin Falk, president Husqvarna Construction Division, will leave the Group. She will remain in her role until no later than September 1, 2026. Karin has been with the company and a member of Group Management since 2020.

The process to identify successors for both positions has been initiated.
 
Glen Instone, CEO of Husqvarna Group said, “I am delighted to welcome Yvette to our Group management team. She has made impressive strides and improved the performance of the Husqvarna Forest & Garden Division in Europe. I look forward to following Yvette’s continued success in developing the division globally. With our clear strategy in place, we are committed to and confident in transforming Husqvarna Group into profitable growth. I would also like to sincerely thank Terry and Karin for their significant contributions to Husqvarna Group. Their leadership has been instrumental throughout a crucial period of transformation."

Case IH has announced the appointment of Townson Tractors Ltd and the expansion of territories for Lloyd Ltd.

The manufacturer says that both these dealerships will operate alongside the existing Case IH dealers until the end of 2026, at which point the territories will transfer in full to Townson and Lloyd. This structured transition, they say, "is designed to ensure uninterrupted customer support and a seamless handover, allowing Case IH to strengthen its regional coverage while maintaining continuity and stability across all areas."

Richard Mattinson, director Townson Tractors Ltd

Townson Tractors is a long established, family run dealership that is expanding its Hellifield depot to become a dual branded location, adding Case IH alongside its existing New Holland offering. Known for its strong customer relationships and hands on approach across the Yorkshire Dales, West Yorkshire, and East Lancashire, Townson Tractors Ltd will provide sales, service, and parts support throughout these territories.

Richard Mattinson, director of Townson Tractors Ltd, said, “We are proud to represent Case IH across these iconic farming regions and look forward to supporting customers with industry-leading machinery and dependable service.”

George Lloyd, managing director, Lloyd Ltd
 
Following the announcement earlier this year covering the Cumbrian region, Lloyd Ltd will now expand its coverage to include its depots at Garstang and Holmes Chapel, covering North, South and West Lancashire, as well as Cheshire. This expansion builds on Lloyd Ltd’s strong reputation for customer service, technical expertise, and deep agricultural knowledge.
 
George Lloyd, managing director of Lloyd Ltd, said, “For the past few weeks, we have been working closely with our partners at Case IH and have seen first-hand the potential to grow the brand across our areas. Their impressive product range has created real loyalty among its existing customers, and we are excited to have the opportunity to support both current and future customers from our branches in Cheshire and Lancashire. We have experienced teams at both branches who can provide the highest standards of sales and aftersales support.”
 
David Rapkins, CNH business director UK & ROI, added, “Both Townson Tractors Ltd and Lloyd Ltd bring exceptional capability, commitment, and regional understanding. Their expanded territories will ensure our customers receive the best possible experience, wherever they are.”

After 15 years with The Toro Company, Simon Atkin, territory manager has made the decision to retire - his last day at the company will be 31st July 2026.

Simon started his career in the groundcare industry in 1997 when he joined AL-KO, working in various positions within the company, before his sales skills were spotted and he was promoted to field sales in 1999. Simon held positions at Rochfords and Tyre-Line, continuing to sell into the groundcare industry. 

Simon later joined Lely, where he first started selling Toro equipment, building a strong knowledge of the Toro ranges.

It was in April 2011 when the Toro Residential and Landscape Contractor portfolio moved from Lely (now Reesink) to Hayter Ltd, that Simon joined Hayter as well to support the sales of Toro to the Hayter dealer network.

Simon was responsible for the North of England and Scotland, building a strong base of Toro machinery within those dealers, before switching areas in 2021 to take over the South West of England and Wales.

Simon says he is looking forward to spending more time on the golf course and enjoying more holidays with his partner Gail.

Craig Hoare, sales & marketing manager, Toro U.K. said, “Simon is well respected within the industry and popular with our dealer network. Please join me in wishing Simon well in his much-deserved retirement and congratulating him on his contributions to Toro UK. We as a team will miss his experience and input and will start the job of recruiting for his replacement later in the year.”

New Holland has announced the appointment of Keith O’Brien, trading as O’Briens Tractors, as a dealer for County Mayo and North Galway in Ireland.

The manufacturer says this appointment strengthens the brand’s presence in those areas and ensures local access to a comprehensive product portfolio, genuine parts and aftersales support. They also say it reflects a commitment to investing in strong, locally focused dealer partners who understand the needs of modern agriculture. The team at O’Brien Tractors bring extensive industry knowledge and a customer-first approach.

“We are delighted to be appointed as a New Holland dealer for Mayo and North Galway,” said Keith O’Brien, owner of O’Brien Tractors, “The partnership with New Holland allows us the opportunity to develop and grow our business by offering our customers innovative and reliable machinery, backed by strong parts and service support”.

David Rapkins, CNH business director UK and ROI added “Keith and his team in Bohola bring with them extensive experience in the Agricultural machinery business having worked in support of brother Adrian O’Brien, also a New Holland dealer, in the local area over the years. Their appointment enhances our dealer network in the northwest of Ireland and ensures customers in the area receive the high standards of support that they expect from New Holland”.

Organisers of the Equip Exposition, the international landscape, outdoor living, and equipment trade show, have announced plans for a two-city rotation beginning in 2029 - that they say will "expand global access with direct international air traffic and new venue choices for attendees and exhibitors as well as enhancing outdoor demonstration opportunities in its longtime host city."

Equip Exposition will be held at the Orlando County Convention Center in Orlando, Florida, October 10-12, 2029, with shows in 2031 and 2033. The trade show will be in Louisville in 2028, 2030, and 2032.

“This rotation gives our exhibitors and attendees the best of both worlds,” said Kris Kiser, President of the Outdoor Power Equipment Institute, which owns and manages Equip. “Orlando has space for our members to host dealer meetings, provides additional co-location opportunities, and offers expanded venue choice for exhibitor and attendee programming. The rotation also allows us to work with Louisville on enhancing their unique outdoor demo area - the only venue of its kind in the country.” 

The 2025 show expanded to 1.2 million square feet and drew nearly 30,000 registered attendees from all 50 states and 52 countries, marking an attendance and net square footage record for the fourth year in a row. You can watch plenty of video coverage from last year's show in Service Dealer's Digital Special Report.

“This planned two-city rotation builds on Equip’s tremendous growth trajectory. Our transformation of Equip has unlocked enormous value for both attendees and exhibitors,” said Kris. “We’ve created a platform where industry professionals can see thousands of products, test real-world equipment, and make critical business connections.” 

Equip 2026 will be held October 20-23 in Louisville. OPEI and Equip have already initiated conversations with local partners, including Louisville Tourism and Kentucky Venues, about enhancing and expanding the show’s Outdoor Demo Yard experience at the Kentucky Exposition Center (KEC).

“Louisville has been our home for 42 years - this is where Equip began. We’re proud of that history, and the extraordinary Southern hospitality the city has shown our attendees over four decades,” Kris said. “We’re excited about the changes coming to the KEC that will ultimately make the event better for attendees and exhibitors. The outdoor space truly is a one-of-a-kind experience.” 

Etesia UK has announced three new appointments as they continue to invest in their people, dealer network and customer support. 

Steven Massey has joined as business development manager, Jim Maynard has taken on the role of technical and after sales support, and Lisa Brown steps into the position of office manager. 

Steven Massey joins Etesia UK following a long and respected career within the grounds care industry. Having left school in 1988, Steven spent 10 years as a mechanic at GGM (Gibson’s Garden Machinery) before moving into sales in 1998 - a role he has held ever since, working exclusively within the sector

Steven’s relationship with the Etesia brand spans more than a decade, having worked with the machines during his time at Burrows Grass Machinery and later Sharrocks, both Etesia dealers. That familiarity made the transition into his new role a natural one.

As business development manager, Steven says his focus is firmly on growing the brand while maintaining strong relationships with existing customers and dealers. “It’s about keeping existing business but also looking for new business,” he said.

Joining Steven is Jim Maynard, who brings extensive technical and aftersales expertise to his role as technical and after sales support. Jim began his career as a greenkeeper before moving into contracting and then training as a technician. He spent 21 years with John Deere before taking on senior technical support and training roles at Reesink, where he helped establish and support nationwide dealer networks.

At Etesia UK, Jim will be responsible for dealer technical support, training, warranty administration and registrations.

“Excellent aftersales support is about trust,” Jim explained. “If you can gain that trust, you’re halfway there. It’s about being there for people, picking up the phone, helping them when they need it - that support makes all the difference.”

Completing the trio is Lisa Brown, who takes on the role of office manager. With experience across sales operations and administration, Lisa will become a key point of contact, providing vital support to the wider team, dealers and customers alike. Her role is central to the smooth day-to-day running of the business.

Launching in early 2026, the Cobra Fortis Stadium 34 sets a new benchmark in professional turf care, joined by the new Cobra ZT Series to further expand Cobra’s product portfolio.

The Stadium 34 has been engineered for stadiums, training grounds and elite sports pitches, where precision and reliability are essential for world-class playing surfaces. First previewed in 2025, the Stadium 34 impressed turf professionals with its 34-inch cutting cylinder, robust build and ergonomic design, delivering the perfectly even, tournament-ready finish that professional sport demands.

Power and Versatility

The Stadium 34 will be available in two versions: a Honda-powered petrol model for proven performance, and an EGO battery-powered model offering the same 34” cut with reduced noise, zero emissions at the point of use and lower running costs - ideal for stadiums where sustainability and noise control are priorities.

It also works with the full range of Fortis Stadium 34 lawncare cartridges, so groundskeepers can carry out jobs such as aeration, scarification, verticutting and brushing with a single machine - keeping pitches in peak condition all year round.

Comfort and Innovation

For extended mowing sessions, the optional Trailed Premium Seat allows operators to cover large pitches with reduced fatigue while maintaining complete control.

“We’re incredibly proud to reveal the Fortis Stadium 34,” said Peter Chaloner, Managing Director at Cobra Garden. “This cylinder lawnmower has been developed in close collaboration with professional grounds teams and is designed to raise the standard of turf care for stadiums and sports pitches. With a choice of Honda petrol or EGO battery power, cartridge versatility and the Trailed Premium Seat, it gives stadium groundskeepers everything they need to achieve world-class playing surfaces.”

The New Cobra ZT Series – Stand-On and Zero-Turn Ride-Ons

Alongside the Fortis Stadium 34, Cobra will be launching in 2026 the new Cobra ZT Series, which includes stand-on and zero-turn ride-on mowers.

Designed for large estates and commercial properties, the ZT Series combines precision control, power and productivity, offering mowing solutions for demanding conditions.

The ZT Series also features a high-quality engineered 3-in-1 combi-deck that gives operators the freedom to adapt to every mowing condition. Each model can be configured by the dealer for rear discharge, side discharge, or mulching (with the included mulch blades fitted). Whether fast, efficient clearance or a finely mulched finish is required, the ZT Series’ precision-engineered cutting decks delivers outstanding performance and a premium results every time.

For more information on Cobra, visit: www.cobragarden.co.uk 

To become a Cobra dealer, please contact Andy Marvin on 07771 581 296 or call our sales team.

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