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America's Tractor Supply to expand Carhartt footprint in retail stores
20 Apr '21
2 min read
Pic: Business Wire
Tractor Supply, a rural lifestyle retailer in the US, is set to expand its Carhartt offering in dozens of retail stores. Carhartt, a leading workwear manufacturer and a decades-long partner of Tractor Supply, will add several thousand additional square feet of branded, in-store shopping space to provide consumers with a dedicated shopping experience.
The new ‘shop-in-shop’ concept, which is currently in 10 stores, will roll out in more than 100 Tractor Supply stores in 2021, with an additional 25 stores added next year. The expanded merchandise selection available in the in-store shop includes bibs, rainwear, year-round fleece assortments, additional pants and jeans styles and more. Additionally, the product collection will include clothing for women, kids, big and tall and plus sizes, most of which are not currently available in Tractor Supply stores, according to a press release by Tractor Supply.
Both brands tested this strategy throughout 2018 and 2019 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 premium fixtures consumers would find at any of Carhartt’s 33 company store locations. Tractor Supply said.
“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. This new store-within-a-store format was created with Tractor Supply’s customers at the centre of the shopping experience. By partnering with Carhartt to double our selection, our stores have even 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,” Seth Estep, executive vice president, chief merchandising officer of the company said in a statement.
“By expanding our presence at these retail locations, Tractor Supply shoppers will experience the Carhartt brand in a whole new way. 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,” Tony Ambroza, chief brand officer at Carhartt said.
The new ‘shop-in-shop’ concept, which is currently in 10 stores, will roll out in more than 100 Tractor Supply stores in 2021, with an additional 25 stores added next year. The expanded merchandise selection available in the in-store shop includes bibs, rainwear, year-round fleece assortments, additional pants and jeans styles and more. Additionally, the product collection will include clothing for women, kids, big and tall and plus sizes, most of which are not currently available in Tractor Supply stores, according to a press release by Tractor Supply.
Both brands tested this strategy throughout 2018 and 2019 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 premium fixtures consumers would find at any of Carhartt’s 33 company store locations. Tractor Supply said.
“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. This new store-within-a-store format was created with Tractor Supply’s customers at the centre of the shopping experience. By partnering with Carhartt to double our selection, our stores have even 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,” Seth Estep, executive vice president, chief merchandising officer of the company said in a statement.
“By expanding our presence at these retail locations, Tractor Supply shoppers will experience the Carhartt brand in a whole new way. 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,” Tony Ambroza, chief brand officer at Carhartt said.
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