Ernest Doe & Sons Ltd has expanded its partnership with Merlo after being appointed an authorised dealer for the brand’s agricultural telehandler range, effective 1 February 2026. The move extends a relationship that began within the construction sector and now brings Merlo fully into Ernest Doe’s agricultural portfolio.
Under the new agreement, the full Merlo agricultural telehandler range will be available across Ernest Doe’s 19-branch network, supported by dedicated agricultural sales specialists and established aftersales infrastructure.
Dealer network scale strengthens Merlo’s agricultural reach
Ernest Doe’s footprint across East Anglia, the South East, and its growing operation in South Lincolnshire provides Merlo with immediate access to some of the UK’s most intensive farming regions. For customers, the appointment translates into local availability of machines, parts, and service support, reducing downtime and improving ownership experience.
The dealer group’s existing reputation for customer care, combined with fully equipped workshops and experienced technicians, positions the Merlo range strongly in a market where aftersales capability is often a deciding factor in purchasing decisions.
Market impact and competitive implications
From a market perspective, this appointment reinforces the strategic importance of telehandlers in modern farming systems. As farms scale up and diversify workloads, demand continues to grow for versatile materials handling machines capable of year-round use.
By partnering with a large, well-established dealer group, Merlo strengthens its competitive position against rival brands with entrenched agricultural networks. Ernest Doe’s scale is likely to accelerate adoption, particularly among customers already familiar with the dealer group through tractor and harvesting equipment purchases.
Construction crossover reflects broader buying trends
The expansion from construction into agriculture also reflects a wider industry trend, where dealer groups increasingly offer cross-sector solutions under one service standard. Ernest Doe’s earlier introduction of Merlo telehandlers in its construction division has helped build brand familiarity, easing the transition into agricultural sales.
This crossover approach aligns with changing customer expectations, where consistency of service, training, and parts supply across machine categories is becoming more important than brand segmentation.
Early exposure at LAMMA and upcoming Doe Show launch
The expanded Merlo partnership was already presented to a national audience at LAMMA Show 2026 earlier this month, giving farmers and dealers early exposure to the agricultural telehandler range ahead of the official franchise launch.
The agricultural franchise will formally commence on 1 February 2026, with the full Merlo agricultural telehandler lineup set to be showcased at the 66th Doe Show, taking place on 3–5 February at Ernest Doe & Sons Ltd’s Ulting headquarters.
Regional operations and portfolio balance
Ernest Doe also owns and operates The Burdens Group in Sutterton and North Kyme, acquired in 2024. Both locations will stock the Merlo agricultural telehandler range, while the Sutterton branch will continue to represent New Holland and Case IH, maintaining brand choice for customers in the region.
About Ernest Doe & Sons Ltd
Ernest Doe & Sons Ltd is one of the UK’s longest-established agricultural machinery dealer groups, operating a multi-brand network with extensive sales, parts, and aftersales capabilities.
Merlo is an Italian manufacturer specialising in telehandlers, recognised globally for innovation, safety systems, and machines tailored to demanding agricultural and construction applications.
About Merlo
Merlo is a privately owned Italian manufacturer specialising exclusively in telehandlers for agricultural, construction, and industrial applications. Founded in 1964 and headquartered in Cuneo, Italy, Merlo is widely regarded as a technology-led brand, known for its integrated chassis design, advanced safety systems, and continuous innovation in hydrostatic transmissions and operator assistance features.
In agriculture, Merlo has built a strong reputation for high-capacity, high-reach machines designed for intensive livestock, arable, and mixed farming operations. The company continues to invest heavily in in-house engineering and manufacturing, positioning itself as a premium specialist alternative to multi-product machinery brands in the global telehandler market.
