Company logo for 'James River Equipment'.
James River Equipment
Authorized FINN Dealer
Company logo for 'FINN Corporate'.

About Us

Serving all Your Local Needs for FINN Equipment

Thanks for checking us out on the web. We are here to serve you and that’s why FINN has selected us locally to represent their brand. Our goal is to make you a customer for life. We strive to create long-term relationships and help you grow your business. Call us today we’re here to help!

About Us

James River Equipment is your full-service equipment customers in Virginia, North Carolina and South Carolina. Our services include equipment sales, parts, service and rentals. With 30 full service locations and over 100 field service vehicles, we stand ready for when you need us to keep you up and running!

Our History

The history of James River Equipment dates back to 1926 when Rudolph Romer, great grandfather of Mark Romer, our current president, opened a John Deere dealership in Holly, Colorado. Rudolph’s dealership was able to prosper in spite of the depression largely due to its commitment to the customers. The foundation for offering quality products and supporting them with exceptional customer service was laid, and expanded eastward in 1977 when the Romer family purchased a dealership in Virginia, begetting James River Equipment.

Under the leadership of Mark Romer and nearly 40 operational partners, James River Equipment is now 30 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 that we operate within. This core culture has allowed James River Equipment to continue to flourish and has driven our success over the past 30 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 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.

Our constant growth in sales, rentals, parts and service is a direct reflection of 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 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.


  1. To provide value to our customers
  2. Do it profitably and ethically
  3. Do it for the long term
  4. Have fun doing it!