Fleet Farm
Modernizing a reliable retailer
You name it, Fleet Farm sells it. With pride. Quality. And friendly customer service since 1955. Known for its wide array of products – from farm equipment and hunting gear to grills, yard games and endless assortments of candy – the Midwest-based retailer is rebranding their name and updating their brick-and-mortar stores.
Over the last 60 years Fleet Farm has seen slow yet steady growth. With 37 locations, they are proud to say they’ve never closed a store. Now, to better serve their loyal customer base and future patrons, the company is ramping up their store count. With new owners, KKR Investment at the helm, we’re collaborating to transform the look, feel and layout of their 2019 store prototype. RSP’s design guidelines will also impact select existing sites, ensuring customers have an authentic brand experience.
Fleet Farm’s vision and RSP’s design goals combined to create an exterior that exudes freshness and style yet remains authentic to the brand. Not to worry – the familiar black and orange brand colors are still alive and well. Our design incorporated a variety of modern agrarian materials into the façade including steel, concrete, metal screens and rustic wood. Large glass windows provide transparency and daylighting into the shopping experience. Inside we evolved the entry and exit to better orient shoppers coming and going.
The new store design will feature a smaller footprint by nearly 50,000 SF. Our challenge was to improve the space planning ensuring the store was set up for efficiency and success. The first updated Fleet Farm store prototype will open in Sioux Falls, SD in the spring of 2019. In five years they plan to double their store count.
