Tractor Supply and Field & Stream Bring Stories From the Outdoors to Life Through a Strategic Partnership

Rhea-AI Summary

Tractor Supply Company (NASDAQ: TSCO) has announced a multi-year strategic licensing partnership with Field & Stream, making TSCO the exclusive retailer for select Field & Stream outdoor and hunting products. The partnership launches in June 2024 with hunting products during TSCO's annual Deer Event, followed by an expanded product line in November including gun safes, hunting blinds, deer feeders, and game cameras. An exclusive apparel line is planned for 2026.

The collaboration brings together two established brands in the outdoor retail space, with Field & Stream's legacy dating back to 1871 and Tractor Supply's 85+ years of experience. Recently acquired and relaunched by entertainers Eric Church and Morgan Wallen in 2024, this marks Field & Stream's first brick-and-mortar retail partnership since its relaunch. Both companies share commitments to conservation and serving outdoor enthusiasts.

Positive

• Exclusive retail partnership for Field & Stream products expands TSCO's product offering
• Strategic expansion into hunting and outdoor gear market through established brand
• Phased product rollout (2024-2026) allows for controlled implementation

Negative

• None.

Insights

Retail Strategy Analyst

This strategic partnership marks a significant expansion of Tractor Supply's outdoor and hunting category, positioning the retailer to capture a larger share of the $70 billion outdoor recreation market. The exclusive nature of the deal creates a competitive moat against both traditional sporting goods retailers and e-commerce competitors.

The phased rollout strategy is particularly noteworthy: launching with hunting equipment in June 2025 during the annual Deer Event maximizes seasonal demand, while the expanded fall assortment and 2026 apparel line allow for operational optimization and market testing. The inclusion of high-margin categories like gun safes and hunting accessories should positively impact TSCO's gross margins.

Three key strategic advantages emerge:

• Brand Synergy: Field & Stream's 150+ year heritage in outdoor lifestyle content aligns perfectly with TSCO's rural customer base
• Market Timing: The partnership coincides with growing interest in outdoor activities and hunting, accelerated by post-pandemic lifestyle changes
• Distribution Power: TSCO's network of 2,270 stores provides immediate scale for Field & Stream's retail presence

The conservation commitment shared by both brands adds an ESG dimension that resonates with younger consumers, while the involvement of country music stars Eric Church and Morgan Wallen in Field & Stream's ownership brings cultural relevance that could attract new customer segments to TSCO stores.

Rural lifestyle retailer will be the exclusive home for select Field & Stream outdoor and hunting products

BRENTWOOD, Tenn.--(BUSINESS WIRE)-- Tractor Supply Company (NASDAQ: TSCO), the largest rural lifestyle retailer in the United States, announced today a multi-year, strategic licensing partnership with Field & Stream, the most-trusted voice of the outdoors. Beginning in June, Tractor Supply customers can shop a variety of hunting and outdoor products created in collaboration with Field & Stream at stores nationwide and online. An expanded assortment of products is planned for the fall, with an exclusive line of apparel launching in 2026.

“For generations, Field & Stream and Tractor Supply have been pillars of the outdoor community. 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,” said Seth Estep, chief merchandising officer at Tractor Supply. “Our shared communities, values, histories and interests make for a natural and seamless partnership. This June, we launch the first Field & Stream products as part of our annual Deer Event, which kicks off hunting season with special in-store programing and promotions. 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. We can't wait to see the incredible experiences this partnership will bring to our customers.”

Field & Stream’s origins date back to 1871 when an outerwear manufacturer, Gordon & Furguson, opened their doors in St. Paul, Minnesota and later launched a clothing line under the brand “Field & Stream”. A few years later, Charles Haddock founded a large-format periodical that covered hunting, fishing, and conservation and called it “Field and Stream”. The next generation of the Field & Stream magazine, born in a duck blind, came to life in 1895, and has engaged sportsmen and conservationists ever since. After years of publishing captivating stories in print, the brand transitioned into a digital destination in 2020. Entertainers Eric Church and Morgan Wallen, along with a group of experienced brand builders, acquired and relaunched Field & Stream in 2024, unifying this legacy brand for the first time in its history. The Field & Stream collection at Tractor Supply is the brand’s first brick-and-mortar retail collaboration since the relaunch.

“I can’t think of two better brands that go hand-in-hand than Field & Stream and Tractor Supply,” said Eric Church, partner in Field & Stream. "The very same people who shop at Tractor Supply are the ones who turn to Field & Stream magazine and its stories to open their imagination to the possibilities of a world without boundaries. I know, because I’m one of them. Together, there’s no limit to what we can achieve."

“We are proud to align Field & Stream alongside Tractor Supply,” said Doug McNamee Field & Stream president. “With over 235 years of combined history, our companies are united by a shared commitment to community, tradition, and a deep respect for the land we work and play on. Together, we believe the stories of Field & Stream, combined with the retail excellence of Tractor Supply, will redefine the outdoor experience for our customers, creating unforgettable adventures and setting a new standard for collaboration.”

In addition to a shared passion for the outdoors, Tractor Supply and Field & Stream are both deeply committed to conservation. The Tractor Supply Company Foundation ranks land and nature conservation as one of the retailer’s four priority areas of giving, while part of Field & Stream’s stated purpose is to lead the charge to conserve and fight for wildlife and wild places. This partnership presents an opportunity to increase awareness and impact in these areas.

About Tractor Supply Company

For more than 85 years, Tractor Supply Company (NASDAQ: TSCO) has been passionate about serving the needs of recreational farmers, ranchers, homeowners, gardeners, pet enthusiasts and all those who enjoy living Life Out Here. Tractor Supply is the largest rural lifestyle retailer in the U.S., ranking 293 on the Fortune 500. The Company’s more than 50,000 Team Members are known for delivering legendary service and helping customers pursue their passions, whether that means being closer to the land, taking care of animals or living a hands-on, DIY lifestyle. In store and online, Tractor Supply provides what customers need – anytime, anywhere, any way they choose at the low prices they deserve.

As of September 28, 2024, the Company operated 2,270 Tractor Supply stores in 49 states. For more information on Tractor Supply, visit www.tractorsupply.com.

Tractor Supply Company also owns and operates Petsense by Tractor Supply, a small-box pet specialty supply retailer providing products and services for pet owners. As of September 28, 2024, the Company operated 205 Petsense by Tractor Supply stores in 23 states. For more information on Petsense by Tractor Supply, visit www.Petsense.com.

About Field and Stream

For more than a century, Field & Stream has been the most-trusted voice of the outdoors. With origins dating back to 1871, F&S has taught a nation to hunt and fish, to camp and explore, to survive and thrive in the outdoors—all while leading the charge to conserve and fight for wildlife and wild places. The secret to our longevity is simple: Hunters and anglers love a great story—and nobody tells one better than Field & Stream. Entertainers Eric Church and Morgan Wallen, along with a group of experienced brand builders, acquired and relaunched Field & Stream in 2024, unifying this legacy brand for the first time in its history. Now embarking on a new chapter, the next generation of Field & Stream includes a best-in-class, outdoor-lifestyle media platform, a return to a print publication, a membership community, a wide variety of product launches, plus experiential brand extensions such as hunting and fishing excursions, a modern and affordable lifestyle lodge concept, and the Field & Stream Music Fest. For more information visit www.fieldandstream.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250129401412/en/

Tricia Whittemore (615) 440-4410

Mary Winn Pilkington (615) 440-4212

corporatecommunications@tractorsupply.com

Source: Tractor Supply Company

FAQ

When will Field & Stream products be available at Tractor Supply (TSCO)?

Initial Field & Stream products will be available at Tractor Supply starting June 2024, with an expanded collection launching in November 2024.

What Field & Stream products will TSCO carry in their stores?

TSCO will carry hunting and outdoor products including gun safes, hunting blinds, deer feeders, game cameras, and an exclusive apparel line launching in 2026.

Is Tractor Supply the exclusive retailer for Field & Stream products?

Yes, Tractor Supply will be the exclusive home for select Field & Stream outdoor and hunting products.

How many Tractor Supply (TSCO) stores will carry Field & Stream products?

Field & Stream products will be available across TSCO's network of 2,270 stores nationwide and online.

When will the Field & Stream exclusive apparel line launch at TSCO?

The exclusive Field & Stream apparel line is planned to launch at Tractor Supply in 2026.