Tractor Supply Teams up With Field & Stream, Leveraging Star Power of Morgan Wallen and Eric Church

Tractor Supply may be poised for a bit of a bump in its fortunes due to a recently announced strategic partnership with longstanding outdoorsman magazine, and now retail brand, Field & Stream.

In collaboration with Field & Stream’s new owners — country musicians Morgan Wallen and Eric Church, who were backed by a team of investors — Tractor Supply announced an upcoming lineup of physical products hitting store shelves.

Seth Estep, chief merchandising officer at Tractor Supply, spoke about the details in a recent press release.

“For generations, Field & Stream and Tractor Supply have been pillars of the outdoor community. Field & Stream has inspired millions to explore and cherish the outdoors, while Tractor Supply has equipped them with the tools and products to make those adventures possible,” Estep said.

“Our shared communities, values, histories and interests make for a natural and seamless partnership. This June, we launch the first Field & Stream products as part of our annual Deer Event, which kicks off hunting season with special in-store programing and promotions. Over time, Field & Stream products will include gun safes, hunting blinds, deer feeders, game cameras and more. The larger collection begins arriving in store and online this November. We can’t wait to see the incredible experiences this partnership will bring to our customers,” he added.

Tractor Supply Plans To Expand Its Footprint by 90 Stores in 2025

As part of its Life Out Here 2030 strategy launched in October 2020, the retailer indicated that it was planning to open 90 more locations across the U.S. in 2025 alone, along with 10 Petsense by Tractor Supply stores.

The company has invested heavily in revamping its existing store layouts, bolstering its Neighbor’s Club members to over 37 million participants, and scaling up its retail media network.

The successful execution of the latter project was one of the key reasons Forbes dubbed Tractor Supply “the next decade’s retailer to watch” in a December 2024 report.

“I teased it before but the most intriguing angle to these expansion plans is the retail media potential. With a national footprint of this magnitude, Tractor Supply’s media footprint would be on par or better than just about every other retailer out there. There are only a handful of retailers that can offer advertising partners true national reach, and Tractor Supply is positioning itself to join this exclusive club,” Forbes senior contributor Chris Walton wrote.

Discussing how another massive retailer, Walmart, derived one-third of its operating income via the sale of advertising, Walton continued to provide a bullish case for Tractor Supply’s upside potential in this vein.

“All of which means, if Tractor Supply can get its store count on par with Walmart and invest in shoring up its digital position via great online services and a marketplace experience on par with Walmart, then Tractor Supply has a significant amount of latent profit out there just waiting to be discovered,” he added.

This collaboration could be the beginning of exactly that notion, particularly given Field & Stream’s existing legacy and built-in audience. Not only has Field & Stream expanded its digital operations, but it also relaunched the print format (albeit published less frequently in a journal format, rather than a magazine) which made it famous in the first place.

“I can’t think of two better brands that go hand-in-hand than Field & Stream and Tractor Supply,” said Eric Church, partner in Field & Stream. “The very same people who shop at Tractor Supply are the ones who turn to Field & Stream magazine and its stories to open their imagination to the possibilities of a world without boundaries. I know, because I’m one of them. Together, there’s no limit to what we can achieve.”