James River Equipment is your full service equipment and tractor dealership dedicated to the needs of our agriculture, construction, forestry, paving, mining, commercial and residential customers in Virginia, North Carolina and South Carolina. Our services include new and used equipment sales and rentals, parts and service. With 38 full service locations and over 100 field service vehicles, we stand ready to keep you up and running! We are celebrating our 40th year in 2016, so we know that we can be your partner in growth for years to come.

Our History

Our company is a product of our legacy, which dates back to 1926 in Holly, Colorado. Rudolph Romer, great grandfather of our current president, Mark Romer, opened a John Deere dealership that was able to prosper in spite of the depression. This was largely due to its commitment to the customers and created the foundation for offering quality products and supporting them with exceptional customer service. This commitment expanded eastward in 1977, when the first James River Equipment location was opened in Virginia.

Romer Parade

Under the leadership of Mark Romer and nearly 40 operational partners, James River Equipment is now 38 locations strong. Our company has expanded each year to support the equipment needs of our customers across Virginia, North Carolina and South Carolina. Our business is built on the principle that partnership is the key to offering superior products and services to the regions in which we operate. This core culture has allowed James River Equipment to continue to flourish and has driven our success over the past 40 years.

With almost 40 partners working as independent decision makers spread throughout our stores, we are able to combine the resources of a large organization with an acute understanding of the needs of each of our locations. We pride ourselves on the autonomy of our partners, which means that none of our stores will ever have the feel of a “big box” retailer. This diverse leadership affords us the opportunity to present you with different offerings at all of our stores, tailored to the needs of that specific customer base, while simultaneously operating within the strict quality standards that make up the James River experience.

Mission Statement

The culmination of our historic roots, culture and focus on people and customer service has resulted in James River Equipment being recognized with the John Deere Partners in Excellence award for five years running. Only two other dealers have won this award for as many years, and one of these is our sister dealership, 4Rivers Equipment, still operating out of Colorado. Our consistent growth in sales, rentals, parts and service is a direct reflection of the loyalty of our customers. Our mission statement says it all: we are here to provide value to our customers, do it profitably and ethically, do it for the long term, and have fun while we do it!

We want to be your partner in growth for the years to come. We assure you that we will be adaptive to your needs, provide quality products and exceptional service, and aggressive and attentive in our pursuit of a partnership based on quality and satisfaction.