Dive Brief:
- As part of the outdoor brand’s revival, Tractor Supply has entered into a multiyear licensing deal with Field & Stream, according to a Wednesday press release.
- Beginning in June, Tractor Supply will begin selling hunting and outdoor products, created in partnership with Field & Stream, online and in stores across the U.S. The retailer will introduce more products in collaboration with the brand this fall and an exclusive apparel collection next year, according to the announcement.
- “Over time, Field & Stream products will include gun safes, hunting blinds, deer feeders, game cameras and more. The larger collection begins arriving in store and online this November,” Seth Estep, chief merchandising officer at Tractor Supply, said in a statement.
Dive Insight:
About a year after the announcement of Field & Stream’s revival, the retailer is expanding its wholesale presence.
In January 2024, country music stars Morgan Wallen and Eric Church — along with a group of brand builders — announced they purchased the retail side of Field & Stream from Dick’s Sporting Goods. Dick’s had been moving away from the banner, instead investing in its other banners, like the Public Lands and House of Sport concepts.
Under new ownership, Field & Stream is bringing its retail and magazine brand back under the same ownership. The Field & Stream collection at Tractor Supply is the first physical retail collaboration since the brand was acquired, per the press release.
“Field & Stream has inspired millions to explore and cherish the outdoors, while Tractor Supply has equipped them with the tools and products to make those adventures possible,” Estep said in a statement. “Our shared communities, values, histories and interests make for a natural and seamless partnership.”
Tractor Supply has also been working to expand its physical store presence and digital capabilities. In Q2 2023, the company announced plans to open 90 new locations per year, beginning this year, to reach its goal of 3,000 U.S. locations.
Amid its expansion, Tractor Supply eliminated diversity, equity and inclusion roles, widrew its carbon-emission goals and stopped support for Pride events and voting efforts. The move drew criticism from the National Black Farmers Association and unleashed a wave of backlash against the retailer on social media.
