About Us

About Us

James River Equipment is your full-service equipment and tractor dealership dedicated to the needs of our Agriculture, Construction and Forestry, and Commercial and Residential customers in Virginia, North Carolina and South Carolina. Our services include equipment sales, parts, service and rentals. With 29 full service locations and over 100 field service vehicles, we are ready when you need us and will always keep you going!

Our History:

The history of James River Equipment dates back to 1926, when Rudolph Romer opened a John Deere dealership in Holly, Colorado.  Rudolph’s dealership was able to prosper in spite of the depression, almost entirely due to its commitment to the customers.  The foundation of offering quality products and backing them up with exceptional customer service was laid, and it expanded eastward in 1977 when a dealership was purchased in Virginia, begetting the first James River Equipment.  Mark Romer is our current president and the great-grandson of Rudolph, which makes us more than a business.  We are a family.

Romer Parade ImageUnder the leadership of Mark Romer, James River Equipment is now 29 locations strong and expanding each year to support the equipment needs of our customers across Virginia, North Carolina, and South Carolina. Mark continues to reinforce his family philosophy that "It is ALL ABOUT THE PEOPLE and ALL ABOUT RELATIONSHIPS!This core culture has allowed James River Equipment to continue to flourish and has spurred our success over the past 30 years.

James River Equipment's Mission Statement ImageThe people working at James River Equipment are what make the business successful. Instead of taking a “big box retailer” approach and having each store’s inventory determined at a corporate office, each individual location is responsible for controlling its own stock to meet the needs of their surrounding community. Parts and services are resolved by each store manager in response to the specific needs of their customers.


The result of these things is a growing business that has been recognized with the John Deere Partners in Excellence Award four years running. Only two other dealers worldwide have won this award for so many consecutive years, and one of these is the Romer dealership 4Rivers that still operates in Colorado. Our constant growth in sales, rentals, parts and service is a direct reflection on the loyalty of our customers.

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

We are here for you, here for life!



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