Scheels to expand in Wisconsin
Scheels is expanding its footprint in collaboration with Brookfield Properties.
The sporting-goods retailer, famous for for its mega-sized stores filled with a variety of attractions, will open a 210,000-sq.-ft. location at Mayfair shopping mall in Wauwatosa, Wis. in spring 2027. The Brookfield-owned center is located just west of Milwaukee.
Scheels currently operates 34 stores across 16 states. The company’s 35th location is scheduled to open in fall 2026, at CedarView in the Austin suburb of Cedar Park, Texas.
Scheels’ Mayfair store will open its doors after a full renovation of a vacant space. Along with Wisconsin’s largest selection of sporting goods, footwear and fashion under one roof, the store will feature an array of attractions, specialty shops with “state of the art” performance analysis technology and boutiques showcasing premium products from top brands, according to a Scheels press release.
Custom services will include golf club fittings by certified Scheels’ “master fitters,” baseball and softball bat fittings with HitTrax technology and bow fittings with certified archery bow technicians, and more. Similar to other Scheels locations, the store will also feature numerous family-friendly attractions including Fuzziwig's Candy Shop, rollerball, interactive arcade games and a café.
[READ MORE: Scheels in $11 million diigital signage rollout]
Scheels Wauwatosa will be the company’s third location in Wisconsin.
“Scheels has been serving communities in Wisconsin for the last 30 years and we're excited to expand our service into the Milwaukee metro," said Scheels CEO Matt Hanson. "After the success we've seen in Appleton and Eau Claire, Wauwatosa is the perfect fit for our next location. We look forward to working with the city of Wauwatosa and Brookfield Properties throughout the building process, becoming new partners in the Milwaukee community for years to come."
Added Jonathan Kramer, president of Brookfield Properties' retail business, "Scheels will be a great addition to Mayfair.”
“We know our community will look forward to this new addition, Scheels will make an already thriving mall even better," he continued. "This new era of Mayfair would not have been possible without our partners at the City of Wauwatosa.”
