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Tractor Supply adding branded in-store Carhartt shops

Tractor Supply Company is expanding its partnership with Carhartt.

The workwear brand will roll out a branded shop-in-shop concept in more than 100 Tractor Supply stores in 2021, with an additional 25 stores scheduled for next year. The concept is currently in 10 Tractor Supply stores.

“This new store-within-a-store format was created with Tractor Supply’s customers at the center of the shopping experience,” said Seth Estep, executive VP, chief merchandising officer, Tractor Supply. “By partnering with Carhartt to double our selection, our 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 and more. 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.

The two brands tested strategy throughout 2018 and 2019 when Carhartt installed three shop-in-shop spaces each year, measuring between 1,200 and 1,400 sq. ft., 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 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.”

Customers can also shop an expanded online assortment of Carhartt products, including more sizes and colors, at

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