Tractor Supply expanding Carhartt footprint

A new Carhartt store-in-store concept will be rolled out to more than 100 Tractor Supply stores this year.
a group of people in a store
The new Carhartt store-in-store plan will be rolled out to more than Tractor Supply stores in 2021.

Tractor Supply Company said it plans to expand its Carhartt offering in dozens of stores. 

The farm and ranch retailer plans to add several thousand square feet of Carhartt-branded in-store shopping space. 

The “shop-in-shop” concept dedicated to the workwear brand is currently in 10 locations and will roll out to more than 100 Tractor Supply stores in 2021. An additional 25 stores will receive the Carhartt package in 2022.

“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 and chief merchandising officer at Tractor Supply. “This new store-within-a-store format was created with Tractor Supply’s customers at the center of the shopping experience.”

Estep said that by partnering with Carhartt to double selection, 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.”

The expanded merchandise selection available in the in-store shop includes bibs, rainwear, year-round fleece assortments, additional pants, and jeans styles, along with additional products.. 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.


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. 

The expanded in-store shops feature similar signage, branding and premium fixtures that consumers would find at any of Carhartt’s 33 company store locations.

“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 at 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.”

Based in Brentwood, Tenn., Tractor Supply operates more than 1,900 stores along with 182 Petsense locations.