Dive Brief:
- Tractor Supply has partnered with Martha Stewart, Marquee Brands and French Dressing Jeans to introduce the Martha Stewart Garden Apparel Line, the retailer announced Monday.
- Tractor Supply launched the apparel line this week exclusively at 50 select stores and online.
- Among the items featured in the eight-piece collection are jackets, shirts, puffer vests, cargo convertible pants and overalls, the company said.
Dive Insight:
For Tractor Supply, the partnership with Martha Stewart signals the retailer’s effort to cater to its rural gardener customers as it expands its apparel offerings for women.
Stewart said the collection is designed to suit customers’ personal style and practical needs.
“Women’s apparel continues to be an important product category for us at Tractor Supply, especially when it comes to gardening,” Seth Estep, chief merchandising officer at Tractor Supply Company, said in a statement. “This launch with Martha Stewart is the perfect way for us to bring fashion and function to our gardening customers, with great new styles and products our customers can’t get anywhere else.”
Besides introducing new products to its customers, Tractor Supply has also been focused on growing its store count. Last summer, the company said it is targeting 3,000 U.S. stores, with 80 new locations planned for this year and 90 new stores expected to open each year starting in 2025.
As it widens its brick-and-mortar reach, Tractor Supply has also been boosting its customer incentives. Earlier this month, the retailer revamped its Neighbor’s Club loyalty program to offer personalized perks based on shopping history and a lower threshold to reach its Preferred status.
In addition to Stewart’s partnership with Tractor Supply, the Martha Stewart Brand last year partnered with Amazon to create The World of Martha in Amazon stores. The store highlights the brand’s products in an array of categories, such as furniture, lighting, garden, holiday and outerwear.
