The story of Cervus is one of small beginnings, rooted in our founder's homegrown family values

With integrity, hard work and dedication, Peter Lacey grew a single John Deere dealership into the leading global company Cervus is today.

What began in 1982 in Alberta – that steadfast commitment to be the best – has been realized with successful expansion across the globe and with iconic brands beyond John Deere. And while Cervus has entered into new industries with new partners, one thing hasn’t changed. Our reputation for keeping you on the road, in the field and on the job. Because we’re the ones you can count on, no matter what.


Founder Peter Lacey purchases the founding five John Deere dealerships in Alberta. 


The beginning of a new era. Cervus becomes a publicly-traded company, CVL (now CERV) on the TSX.


Cervus continues to venture into new territory, taking on materials handling dealer network A.R. Williams. Expanding beyond Canada, Cervus bounds across the globe, creating a partnership with AgriTurf in New Zealand.


Cervus ventures into Australia, founding a new partnership with Windmill Ag PTY. Another landmark for Cervus as it enters the transportation industry, acquiring Frontier Peterbilt in Saskatchewan.


Cervus continues to reach new heights, taking on Peterbilt Ontario, Evergreen Equipment and Deer Country Equipment.


Cervus Equipment continues to expand by acquiring Deermart Equipment Sales Ltd. in Red Deer, Alberta.


Cervus Equipment adds to their growing network by opening a Parts location in Nipawin, Saskatchewan and acquires JB Scott in Victoria, Australia. 


Cervus grows its product support offerings by acquiring Vapormatics distribution rights for the North Island of New Zealand and announces a new John Deere dealership opening in 2022 near Penhold, Alberta.


Cervus was acquired by The Brandt Group of Companies in October 2021 creating Canada’s largest-ever equipment dealer network. Learn more at