Fleet Farm

Fleet Farm E-Commerce Enterprises LLC
	"Proudly Serving the Midwest since 1955"
	A Fleet Farm store in West Bend, Wisconsin.
Trade name	Fleet Farm
Formerly	Mills Fleet Farm (prior to 2018)
Company type	Subsidiary
Industry	Retail
Founded	1955; 69 years ago; Marshfield, Wisconsin, U.S.
Founders	Stewart Mills Sr.; Stewart Mills Jr.; Henry Mills II.; Mike Jaure
Headquarters	Appleton, Wisconsin, United States
Number of locations	53 (As of August 2023)
Area served	Minnesota, Iowa, Wisconsin, North Dakota and South Dakota
Key people	John Shaefer (President, CEO)
Products	Hunting and fishing equipment & licenses, small appliances, household goods, automotive goods, clothing and footwear, toys, food, hardware, lawn and garden supplies, paint, pet supplies, sporting goods, tools, and farm supplies.
Revenue	US$ 712.3 million (2022)
Number of employees	6,600 (2023)
Parent	KKR
Website	www.fleetfarm.com

Fleet Farm (formerly Mills Fleet Farm) is an American retail chain of 53 stores in Minnesota, Iowa, Wisconsin, North Dakota and South Dakota. Headquartered in Appleton, Wisconsin, the company has a main distribution center in Chippewa Falls, Wisconsin, with a buying/support office and warehouse in Appleton.

The stores range in size from small hardware store formats to larger stores. They sell hunting and fishing equipment and licenses, small appliances, household goods, automotive goods, clothing and footwear, toys, food, hardware, lawn and garden supplies, paint, pet supplies, sporting goods, tools, and farm supplies. Most locations also have an auto service center, gas mart, and car wash.

On July 10, 2019, Fleet Farm announced that it had reached a deal with SECURA Insurance to purchase their current headquarters building in Appleton. Fleet Farm moved its headquarters to the former SECURA Insurance building in 2020.

History

Stewart C. Mills Sr. founded Mills Companies in Brainerd, Minnesota in 1922. The family later created an oil company and opened a dealership and auto parts stores. Fleet Farm was founded in 1955 by Stewart Mills Sr. and his sons Henry Mills II and Stewart Mills Jr. The first store, named Fleet Wholesale Supply, was opened in Marshfield, Wisconsin.^[2]

Similarly named Blain's Farm and Fleet was also founded in 1955 by Bert and Claude Blain, friends of the Mills family. The two families agreed to use similar names and have historically operated in different territories.^[3]^[4]

Since 2000, most locations that have opened feature a signature orange-roofed silo on the storefront.^[5]

In 2016, Mills Fleet Farm was sold to KKR.^[2]^[6] As of July 2018, the "Mills" part of the name has been dropped, shortening the name to "Fleet Farm". In addition, Fleet Farm launched a new brand campaign and added the tagline “Built for real life”, replacing the slogan "We Love It" which debuted in 2009.

Store brands

Fleet Farm carries a variety of store brands in a variety of departments. These include: Road Runner - Batteries and tires, Big Max - Trailers and automotive supplies, Field and Forest - Clothing and footwear, Fleet Boutique - Women's clothing, Dura-Built - Farm supplies, Milkhouse brand - Dairy supplies, Farm Life - Animal supplements, Sprout - Animal feed, Mills Fleet Farm - Candy and nuts, Farm Toys.