Redexim UK has strengthened its presence in Northern Ireland with the appointment of Keys Brothers as its official partner for the region.

Based in Hillsborough, Keys Brothers is a well-established family business with more than 25 years’ experience in the industry. With a strong reputation for customer service and technical expertise, the company supports customers across Northern Ireland with dedicated sales specialists, product demonstrators and a highly mobile team of field service technicians.

The new partnership forms part of Redexim’s wider UK growth strategy, ensuring that customers throughout Northern Ireland benefit from enhanced access to its industry-leading range of turf maintenance machinery and specialist equipment.

Redexim has built a global reputation for innovation and durability. Known for pioneering products such as the Verti-Drain®, the company continues to develop advanced solutions designed to improve surface performance across sports turf, golf, landscaping and amenity sectors worldwide.

Allen Whellans, Regional Manager for the North at Redexim UK, explained that the appointment reflects the company’s commitment to aligning with forward-thinking partners. “We were at a point where Redexim’s going one way and we need to be aligned with partners in areas that are pushing forward,” said Allen. “It’s quite clear to see that Keys Brothers is that partner.”

Allen believes the partnership is a natural fit for both businesses.

“They didn’t have an implement brand to marry up with everything else that they do, so it was a good fit. It’s really more about increasing our brands visibility and working with a partner who will promote the full range of Redexim products.”

Under the new agreement, Keys Brothers will operate across the entirety of Northern Ireland, providing full sales, service and support for the Redexim range.

“It’s the whole of Northern Ireland,” Allen confirmed. “It’s part of the wider strategy for Redexim as we continue to grow the brand. Whilst we continue to push and grow in the UK and globally, we need to align with partners that are also looking to do that.”

A key strength of Keys Brothers lies in its proactive approach to customer engagement. With sales representatives and technicians operating on the road, the team is highly visible and accessible to customers throughout the region.

“They’re very active, and they’re out and about,” Allen added. “We want partners to be out and in front of the customer, and they have lots of touchpoints with customers that we didn’t previously have.”

Commenting on the partnership, Andy Keys, Director of Keys Brothers, said: “It’s a perfect fit for us because it sits really well alongside the rest of our product range. Redexim is one of the leading names in the industry and has built a strong reputation across a wide range of equipment.

“We know the Redexim range is going to strike a chord with our customers. They’re looking for quality, dependable machinery that does exactly what it’s designed to do, and that’s what this brand is known for. We’re really pleased to be bringing it on board and confident it’ll be a great addition for us and for our customers.”

The partnership ensures that customers across Northern Ireland will now have direct access to Redexim’s full portfolio, supported by local expertise and a responsive aftersales support. For Redexim, the appointment marks another important step in strengthening its UK dealer network – working with ambitious, customer-focused businesses to deliver long-term growth and exceptional service across every region.

For more information, visit https://www.redexim.com/uk/