Tractor Supply Company announced plans to expand its Carhartt offering as a new “shop-in-shop” concept currently in 10 stores, rolls out in more than 100 Tractor Supply stores in 2021. The retailer will add 25 stores next year.
“Our Tractor Supply stores offer a unique assortment of products that cater to the ‘Out Here’ lifestyle, and we know our customers depend on Carhartt for comfortable, durable clothes to get the job done,” said Seth Estep, executive vice president, chief merchandising officer, Tractor Supply. “This new store-within-a-store format was created with Tractor Supply’s customers at the center of the shopping experience. By partnering with Carhartt to double our selection, our stores have more of what makes Tractor Supply a destination for everything – workwear and otherwise – that our customers need to take care of their home, land, pets, and animals.”
Both brands tested this strategy from 2018/19 when Carhartt installed three shop-in-shop spaces each year, measuring between 1,200 and 1,400 square feet, at Tractor Supply locations in California, Kentucky, Michigan, New Jersey, and New York. These expanded in-store shops feature similar signage, branding and fixtures consumers would find at Carhartt’s 33 company stores.
“By expanding our presence at these retail locations, Tractor Supply shoppers will experience the Carhartt brand in a whole new way,” said Tony Ambroza, chief brand officer, Carhartt. “We look forward to growing our longstanding partnership with Tractor Supply as we work to bring our rugged workwear products to the country’s hardest-working people.”
At December 26, Tractor Supply operated 1,923 stores in 49 states.
Photo courtesy Carharrt/RGLA Solutions
