4Rivers Equipment | History

In 1926, 4Rivers Equipment began as Romer Mercantile, a small John Deere agriculture equipment dealer in Holly, Colorado. Through dedication and perseverance, the store prospered through difficult times and began to grown during the 1960s.

The first expansion was a new store in Lamar. Soon after, we expanded into construction along with John Deere. Stores in Fort Collins, Pueblo, and Colorado Springs were opened to cover the new sector.

Growth continued rapidly throughout the 90s and 2000s. With the acquisition of Tom Growney Equipment in 2013, we grew to 14 total stores.


Initially the construction and agriculture stores operated under different names. However, in 2013 after addition of the Tom Growney stores, the brand was combined under the 4Rivers Equipment name.

We now feature agriculture locations, construction locations, and some stores that are combined ag and construction. Thanks to the dedication of over 300 highly trained and skilled employees, we plan on being your working partner for the foreseeable future.

Your Working Partner

4Rivers Equipment has been serving its customers needs since 1926. Throughout the years, our vision and purpose has remained consistent. We provide the highest quality equipment and machinery and support it with industry leading service and parts departments.

To 4Rivers, being your working partner means that we’re always there for you when you need us. There is no issue too small or big for the 4Rivers Equipment team. We welcome frequent visits from all of our customers, even if it’s just to chat about the weather!

The Romers

Partners Talking


The mission of 4Rivers Equipment is simple: We want to partner with our customers in order to provide real-world solutions that address their needs directly. We achieve this in a variety of ways.

Our employees are experts in their field. They have extensive training and are required to develop extensive knowledge in their field. When the customer comes to them for help, they’ll be able to provide solutions that overcome even the most difficult challenges.

In addition, 4Rivers Equipment aims to provide our customers with quality equipment that is supported by excellent customer service and a commitment to doing things the right way.

Can you name the Four Rivers?

Our previous names, Colorado Equipment and Colorado Machinery wasn’t very fitting for the growth into Wyoming, New Mexico and Texas. So after careful thought, the name 4Rivers Equipment became our new name.

Having headwaters here in Colorado, 4Rivers Equipment’s history and future are well represented by the name. The four rivers that make up the name 4Rivers Equipment are the Colorado, the Rio Grande, the Platte, and the Arkansas.

4Rivers White Logo


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4322 CO-66
Longmont, CO 80504
Phone: 970.535.4474

Monday – Friday
7:00 a.m. – 5:30 p.m.
8:00 a.m. – 4:00 p.m

After Hours Parts: 303.328.5687

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8725 U.S. 50
Lamar, CO 81052
Phone: 719.336.7751
Fax: 719.336.2018

Monday – Friday
7:00 a.m. – 5:30 p.m.
8:00 a.m. – 12:00 p.m

After Hours Parts: 719.468.6837
After Hours: 719.688.0117

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7917 Hutchins Drive
Cheyenne, WY 82007
Phone: 307.638.8669
Fax: 307.638.9355

Monday – Friday
7:00 a.m. – 5:30 p.m.
8:00 a.m. – 4:00 p.m.

After Hours Parts: 307.203.9341
After Hours Service: 307.286.3548

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El Paso

1441 RV Drive
El Paso, TX 79928
Phone: 915.598.1133
Fax: 915.598.0479

Monday – Friday
7:00 a.m. – 5:00p.m.

After Hours Parts: 915.525.9222
After Hours Service: 915.539.4633

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2400 W. Bender Blvd.
Hobbs, NM 88240
Phone: 575.392.6923
Fax: 575.392.2117

Monday – Friday
7:00a.m.- 5:00p.m.

After Hours Parts: 575-441-2730 
After Hours Service: 575-602-1577

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1100 Troy King Road
Farmington, NM 87401
Phone: 505.326.1101
Fax: 505.326.2516

Monday – Friday
7:00a.m. – 5:30p.m.

After Hours Parts: 505.947.5531
After Hours Service: 505.320.1047

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2301 Candelaria Road NE
Albuquerque, NM 87107
Phone: 505.884.2900
Fax: 505.213.8217

Monday – Friday
7:00a.m. – 5:00p.m.

After Hours Parts: 505.270.5889
After Hours Service: 505.263.5522

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4225 N. Strasburg Road
Strasburg, CO 80136
Phone: 303.622.4207
Fax: 303.622.4281

Monday – Friday
7:00 a.m. – 5:30 p.m.
8:00 a.m. – 4:00 p.m.

After Hours Parts: 303.563.9745
After Hours Service: 303.489.0110


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Rocky Ford

29774 Highway 71 N.
Rocky Ford, CO 81067
Phone: 719.254.7621
Fax: 719.254.4503

Monday- Friday
7:00 a.m. – 5:30 p.m.
8:00 a.m. – 12:00 p.m.

After Hours Parts: 719.468.4408
After Hours Service: 719.252.2452

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Pueblo West

685 E. Enterprise Drive
Pueblo West, CO 81007
Phone: 719.547.3505
Fax: 719.547.2550

Monday – Friday
7:00 a.m. – 5:30 p.m.

8:00 a.m. – 12:00 p.m.

After Hours Parts: 719.377.1478
After Hours Service: 719.569.0497

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33957 Highway 50
Holly, CO 81047
Phone: 719.537.6551
Fax: 719.537.0545

Monday- Friday
7:00 a.m. – 5:30 p.m.
8:00 a.m. – 12:00 p.m.

After Hours Parts: 719.468.0854

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240 5th Street
Greeley, CO 80631
Phone: 970.356.3666
Fax: 970.356.2119

Monday – Friday
7:00 a.m. – 5:30 p.m.
8:00 a.m. – 4:00 p.m.

After Hours Parts: 970.590.6094
After Hours Service:  970.978.6176

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3763 Monarch Street
Frederick, CO 80516
Phone: 800.490.6162
Fax: 303.833.1441

Monday – Friday
7:00a.m. – 5:00p.m.
8:00a.m. – 12:00 p.m.

After Hours Parts: 303.434.5013
After Hours Service: 303.434.6220

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Fort Collins

125 John Deere Drive
Fort Collins, CO 80524
Phone: 970.482.7154
Fax: 970.484.1156

Monday – Friday
7:00 a.m. – 5:30 p.m.
8:00 a.m. – 2:00 p.m.

After Hours Parts: 970.413.1911
After Hours Service: 970.988.3215

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Colorado Springs

1100 East Cheyenne Road
Colorado Springs, CO 80905
Phone: 800.364.3029
Fax: 719.475.1063

Monday – Friday
7:00a.m. – 5:00p.m.
8:00a.m. – 12:00 p.m.

After Hours Parts: 719.499.1101
After Hours Service: 719.393.3874
After Hours Rentals: 719.499.2059

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Dedication to building long-lasting and mutually beneficial relationships.


Foresight to take the best action for our customers each and every time.


Focus and energy to provide our customers with quality equipment, service, and parts.


Commitment to always doing the right thing, regardless of margins.