Fleet Farm
| Company type | Private |
|---|---|
| Industry | Retail |
| Founded | January 1, 1955 in Marshfield, Wisconsin, United States |
| Founder | Stewart C. Mills Sr., Henry Mills II, Stewart Mills Jr. |
| Headquarters | Appleton , United States |
Area served | Minnesota, Iowa, Wisconsin, North Dakota, South Dakota |
| Products | Hunting and fishing gear and permits, small household appliances, automotive products, clothing and footwear, toys, food items, hardware, lawn and garden equipment, paint, pet care products, sporting goods, tools, agricultural supplies |
| Owner | Golub Capital (since December 2024) |
| Website | www |
Fleet Farm E-Commerce Enterprises LLC (previously known as Mills Fleet Farm) is a U.S.-based retail chain operating 50 locations throughout Minnesota, Iowa, Wisconsin, North Dakota, and South Dakota. The company’s headquarters are situated in Appleton, Wisconsin, with its primary distribution facility located in Chippewa Falls, Wisconsin. Additionally, it operates a buying and support office alongside a warehouse in Appleton.
The size of Fleet Farm outlets ranges from compact hardware stores to expansive retail centers. Their inventory encompasses hunting and fishing gear and permits, small household appliances, automotive products, clothing and footwear, toys, food items, hardware, lawn and garden equipment, paint, pet care products, sporting goods, tools, and agricultural supplies. Many locations also include an auto service department, fueling stations, and car wash amenities.
On July 10, 2019, the company revealed plans to purchase the former SECURA Insurance headquarters building in Appleton, moving its corporate offices there in 2020.
Mills Companies was founded by Stewart C. Mills Sr. in Brainerd, Minnesota in 1922. The business later diversified into oil ventures, automobile dealerships, and parts outlets. Fleet Farm itself was launched in 1955 by Stewart Mills Sr. along with his sons Henry Mills II and Stewart Mills Jr., with the inaugural store opening as Fleet Wholesale Supply in Marshfield, Wisconsin.
A competitor with a similar name, Blain's Farm and Fleet, was also established in 1955 by Bert and Claude Blain—friends of the Mills family. Both families mutually agreed to operate under comparable names while serving different regional markets.
Since the year 2000, new Fleet Farm stores have been characterized by their distinctive orange-roofed silo architectural style.
In 2016, private equity firm KKR acquired Mills Fleet Farm. By mid-2018, the company rebranded to simply "Fleet Farm" and introduced a fresh marketing campaign featuring the slogan “Built for real life,” replacing the previous tagline "We Love It" from 2009.
In December 2024, ownership of Fleet Farm transferred to Golub Capital. The company marked its 70th anniversary in September 2025.
Store brands
Fleet Farm markets several proprietary brands across various product categories, such as:
- Road Runner – Tires and batteries
- Big Max – Automotive products and trailers
- Field and Forest – Apparel and footwear
- Fleet Boutique – Women’s clothing
- Dura-Built – Agricultural supplies
- Milkhouse brand – Dairy-related products
- Farm Life – Animal health supplements
- Sprout – Livestock feed
- Mills Fleet Farm – Confectionery and nuts
- Farm Toys