Scheels, an employee-owned retailer, announced plans to open a store in Wauwatosa, WI, in Spring 2027, joining the company’s other stores in Appleton and Eau Claire.
The Wauwatosa, just west of Milwaukee, in collaboration with Brookfield Properties, will measure 210,000 square feet at Mayfair after fully renovating a vacant space.
“Scheels has been serving communities in Wisconsin for the last 30 years, and we’re excited to expand our service into the Milwaukee metro,” said CEO Matt Hanson. “After the success we’ve seen in Appleton and Eau Claire, Wauwatosa is the perfect fit for our next location. We look forward to working with the City of Wauwatosa and Brookfield Properties throughout the building process, becoming new partners in the Milwaukee community for years to come.”
“Scheels will be a great addition to Mayfair. We know our community will look forward to this new addition, Scheels will make an already thriving mall even better,” said Jonathan Kramer, president of Brookfield Properties’ retail business. “This new era of Mayfair would not have been possible without our partners at the City of Wauwatosa. We are grateful for their ongoing commitment to support our shared vision for the future of Mayfair.”
The Mayfair Scheels location will be nearly double the square footage of the Appleton and Eau Claire stores. The Mayfair location will hold the state’s largest selection of sporting goods, footwear and fashion.
“Mayfair has always been Wisconsin’s premier shopping destination,” said Wauwatosa Mayor Dennis McBride. “Scheels’ choice of Mayfair underscores Wauwatosa’s role as a key economic hub in southeastern Wisconsin. This investment strengthens our local economy and creates new opportunities for businesses and residents across the region.”
The store’s custom services will include golf club fitting by certified Scheels Master Fitters, baseball and softball bat fittings with HitTrax technology, bow fittings with certified archery bow technicians, Barnett trained bike mechanics, and more.
Wauwatosa Scheels will employ 500-plus store associates, the majority of whom will be employee owners hired locally. The store will be the company’s 36th location. A 35th store will open in Fall 2026 in Cedar Park, TX.
Image courtesy Scheels
