ABOUT SIMS GARDEN MACHINERY

Every product we sell is backed by a full manufacturer’s warranty, giving you complete peace of mind. Our on-site workshop team ensures all servicing is carried out to approved standards, keeping warranties fully intact. 

In recognition of our standards, Sims was awarded Dealer of the Year by Service Dealer Magazine, a testament to the quality and service you can expect from us.

1908–1930: The Beginning

In 1908, Frank Harold Sims (agricultural engineer by trade) was working for Glovers, an agricultural merchant in Birmingham. He was 23 years old with a recent arrival in the family; 1-year-old Harold Walter Sims (the current Managing Director’s late father).

In those days, Birmingham had a thriving agricultural market, and farmers would come in from surrounding rural areas to purchase their supplies. It was at this time that Frank decided to set up in business on his own in Moor Street, virtually opposite Moor Street Station. He named the business F.H. Sims & Sons Ltd.

Within only a few years, Frank had 4 children and moved from Moseley to Solihull. On leaving school not long after the end of the First World War, young Harold joined his father in business and in 1936, Frank and Harold opened up a new branch on Bridgefoot in Stratford-Upon-Avon. It was an immediate success and after only 3 years they moved to a larger premises on Meer Street in the town centre. The company remained here until the late 50’s when Meer Street was developed; this was when they moved to purpose-built premises on the corner of Western Road and Birmingham Road.

1940s–1960s: Family Growth and Expansion

In 1948, Frank sadly passed away, and it was about this time that his younger son, Bill (William Frank) joined the business to work alongside his brother, Harold. During the ‘50s, with the growing demand for food, mechanisation of farming and advances in agricultural engineering, the company continued to expand.

In 1955, Bill’s son Brian joined the business straight from school and worked at the Head Office in Birmingham. In 1960, this head office moved from Moor Street to Milk Street (Digbeth) to allow for Birmingham City Centre’s redevelopment. It was also in this year that Harold unfortunately passed away, leaving one young son; Barry Anthony Sims (our current Managing Director). In Harold’s place, Bill Sims took over as Managing Director, and two long-standing employees, Ernie Coulthard and Ken Beale, joined the board alongside Bill’s son, Brian. Ernie was the middle of three generations of the Coulthard family to work for the company over a period of some 70 years, his son Jeff continuing until retirement in 1991.

The company’s fortunes fluctuated during the 60’s and 70’s before continuing to grow with the improving fortunes of farming following the UK’s joining of the EEU. In 1969, Barry Sims joined the company from an agricultural college, and he and Brian went on to run the company together.

1970s–1980s: Challenges in Agriculture

By the mid-1980’s farming began to struggle; farms had grown bigger and more efficient, and there was a huge over-production of crops. With bigger farms, there were in fact fewer customers, and the golden era for agricultural engineers was coming to an end. In the mid-1980s, one of the company’s main suppliers had undergone a merger with another company, and F.H. Sims & Sons were to lose their tractor franchise to Saville Tractors; the merger of more local dealers with a larger number of outlets throughout GB and Eire.

In the following 5 years, the company very nearly went out of business despite much cost-cutting. Times were indeed tough. In 1980, there were 4 medium to large agricultural machinery dealerships in Stratford, including Sims, with various others not far away. By the year 2000, there were none.

1990s: Refocus on Garden Machinery

At their Stratford site, F.H. Sims & Sons had sold some garden machinery, but it had always been a very minor part of their business. In 1990, the decision was made to withdraw from the loss-making agricultural market, close the Birmingham head office, and concentrate on expanding the garden and ground care side of the business in Stratford-Upon-Avon.

This seemed to be a decision well made, as within 5 years, Sims was probably the biggest in Warwickshire and with the extension of the showroom, they had become one of the major outlets for quality garden machinery in the country. In 1999, the company name was changed to Sims Garden Machinery Ltd, as it has been known ever since.

2000s: A New Era in Stratford

One hundred years on from when young Frank decided to start up on his own as an agricultural merchant, the company began another period of expansion with Frank’s grandson, Barry, heading the move to purpose-built premises, the other side of the canal in the exciting new development; the Waterways. This move was finalised in 2009 with the company relocating to the new building that was four times the size of the old unit. This same year, Sims was awarded “Dealer of the Year” by Service Dealer Magazine for a showroom which, as they describe, became “a standard of excellence for others in the garden machinery business”.

2010s–Today: The Fourth Generation

As the company settled into its new location, a fourth generation was introduced to the business. In 2013, the company welcomed Barry’s son, Ben, who joined part-time while pursuing his degree at the University of Worcester. Since graduating in 2016, Ben has played a pivotal role in modernising the company, overseeing initiatives such as website development, online sales, and expertise in robotic lawnmowers, bringing Sims Garden Machinery into the 21st century.

The legacy of family involvement in the business then continued in 2017 as Barry’s daughter, Lauren, joined the company. Her arrival underscored the enduring commitment of the Sims family to the business and its ongoing evolution.

As the company embraced modern work practices, Barry transitioned to working remotely from home, leveraging technology to remain actively involved in guiding the business forward. While Barry continues to provide invaluable support and wisdom from behind the scenes, Lauren and Ben assume primary responsibilities on-site at the store in Stratford-upon-Avon, driving the day-to-day operations with their innovative approaches and dedication to maintaining the company’s legacy of excellence.