Founded In Wisconsin - Blains Farm and Fleet of Janesville

greenwoodphilip
Apr 24
7 min read

Introduction

Since its founding in 1955 by brothers Claude and Bert Blain in Janesville, Wisconsin, Blain’s Farm & Fleet has grown from a single farm supply store leveraging fleet discounts into a leading Midwestern retailer renowned for its broad product selection, community focus, and enduring family ownership. Built on a foundation of innovation, mutual respect with industry peers, and a commitment to serving rural and suburban customers, the company has continually adapted its offerings and leadership to meet the evolving needs of the region while upholding the values instilled by its founders.

The Origins and Evolution of Blain's Farm & Fleet and Fleet Farm

Blain’s Farm & Fleet was established in 1955 by Claude and Bert Blain in Janesville, Wisconsin, with the objective of providing affordable farm supplies by utilizing a legal loophole for fleet discounts. With the Blains' approval, their friends, the Mills brothers, launched a similar store, Fleet Farm, leading to the creation of two distinct businesses. Both chains benefited from shared best practices through the Mid-States Distributing Co-op. Blain’s Farm & Fleet rapidly expanded throughout southern Wisconsin and neighboring states, diversifying its product offerings. By the 1970s, changes in legislation allowed the company to serve a broader customer base beyond fleet cardholders. Contrary to rumors, there was no rivalry between the Blain and Mills families, as both businesses were founded on mutual respect and minimal competition. As they expanded, their competition evolved into a more conventional focus on attracting customers. Blain’s Farm & Fleet remains family-owned, while Fleet Farm is now owned by private equity, with both businesses maintaining strong customer loyalty.

The Legacy and Leadership Evolution of Blain's Farm & Fleet

William Claude Blain, commonly known as Claude Blain, was an influential businessman from the Midwest and a co-founder of Blain’s Farm & Fleet, a prominent regional retail chain based in Janesville, Wisconsin. Claude Blain was raised in northern Wisconsin, where he was deeply involved in his family's dairy farm and later their feed business, N.M. Blain & Sons. Following his military service, he returned in 1927 to expand the family enterprise by acquiring Hein Implements and incorporating farm implements and repair services. His brother, Bert, joined the business in 1934. In the 1950s, the Blain brothers diversified into the automotive industry with Chevrolet and Oldsmobile dealerships. In 1955, they established Blain’s Farm & Fleet in Janesville, capitalizing on a legal loophole to offer discounted goods to farmers. This approach enabled them to provide competitive pricing on a wide range of products, directly benefiting rural communities.

Norman Albert "Bert" Blain was a visionary entrepreneur from the Midwest, known for co-founding Blain’s Farm & Fleet in Janesville, Wisconsin. His contributions have had a profound impact on the agricultural and retail sectors in the Upper Midwest. At the age of 18, he joined his brother Claude in managing the family enterprise, which expanded to include farm equipment and automotive dealerships. In 1955, they established Blain’s Farm & Fleet in Janesville, utilizing a legal loophole to offer discounted sales to farmers and focusing on delivering quality products at fair prices to rural communities. Under Bert's leadership, the company emphasized integrity, customer service, and a family-oriented culture, enabling its growth across multiple states. Following his passing in 1993, his children, Robert and Jane, continued the family tradition, guiding the company into the digital age while maintaining family ownership.

Robert Blain, a distinguished business leader from the Midwest, held the position of president and CEO at Blain’s Farm & Fleet, a family-owned retail chain based in Janesville, Wisconsin. Following in the footsteps of his father, Bert Blain, Robert assumed the presidency in 1993 and guided the company until his retirement in 2014. During his tenure, the company expanded from 28 to 35 stores and increased its workforce from 2,787 to 4,000 employees. Blain’s Farm & Fleet continued to be a trusted retailer for rural and suburban communities, offering a wide range of products while maintaining the founding values of treating associates like family and customers like neighbors. Throughout his leadership, Robert navigated challenges typical of the retail industry, such as expanding amidst competition from big-box retailers, adapting to technological advancements like e-commerce, and preserving the company's core family values. Economic fluctuations, including the Great Recession, presented additional challenges, as did ensuring a seamless leadership transition to his sister.

Jane Blain Gilbertson modernized and expanded Blain’s Farm & Fleet while maintaining its core values. With a retail education from Miami University and experience at Macy’s, she joined the family business in 1985, excelling in marketing, merchandising, and operations. After her father and uncle's passing, Jane and her brother Robert took over, and in 2014, she became the sole owner, president, and CEO. Under her leadership, the company grew from 35 to 45 stores, increased employment, and advanced in e-commerce, earning the Forbes “Best Mid-Sized Employer” award five times. Her people-first leadership, strategic conservatism, and community engagement ensured a smooth transition to her successor, Mark Hasting, upon her retirement as CEO in September 2024. Despite challenges, Jane prioritized sustainable growth and company culture, successfully navigating the COVID-19 pandemic while keeping the company family-owned. Succession planning was key to her leadership, consolidating ownership and emphasizing governance and management. She appointed Mark Hasting as Chief of Stores four years before stepping down, preparing him for leadership.

In September 2024, Mark Hasting was appointed CEO and President of Blain’s Farm & Fleet, becoming the first individual outside the founding family to hold this role, following a comprehensive four-year succession plan. Jane Blain Gilbertson continues her service as Executive Chair. Hasting, who joined the company in 2020, brings with him over 30 years of retail expertise, having worked with Target and Starbucks. He has previously served as Chief Stores Officer and Chief Commerce & Operating Officer. His leadership is noted for its emphasis on store operations, e-commerce, strategic growth, and a commitment to authentic leadership and company culture. Hasting holds a Bachelor’s degree in Marketing from Oklahoma State University and an MBA from Oklahoma City University.

The Blain family, including Nicole and Sarah Gilbertson, continues to play an active role, underscoring their dedication to loyalty and respect. As a privately-owned family business, Blain's Farm & Fleet emphasizes community well-being and strategic growth, ensuring that its leadership remains aligned with the company's core values within a supportive, family-oriented setting.

The Industry Factors in Farm and Fleet's Segments

Summary of Blain’s Farm & Fleet’s Market Analysis

Blain’s Farm & Fleet operates within a challenging rural and suburban retail environment, facing intense competition from Tractor Supply Company and broader pressures from Walmart and Amazon, primarily due to low product differentiation and aggressive pricing strategies. The industry presents significant entry barriers, including high capital costs, brand loyalty, and regulatory requirements, although niche threats from big-box and online retailers continue to exist. Supplier power is moderate, particularly with specialized equipment providers, but Blain’s mitigates this through private-label products and bulk purchasing strategies. Buyer power is substantial due to price sensitivity, but loyalty programs and exclusive services help alleviate this pressure. The threat of substitutes is considerable, with competition from online and local stores prompting Blain’s to enhance its e-commerce and community engagement efforts. Blain’s strengths include its family-owned brand, multi-channel presence, and strong community connections, although it faces challenges with limited geographic reach compared to national competitors like Tractor Supply. Opportunities exist in expanding private-label offerings and digital capabilities, while threats include Amazon’s pricing strategies and decreased rural demand due to farm consolidation. Blain’s should leverage its regional reputation and hybrid retail model to address competitive and substitution threats while maintaining cost competitiveness against larger retailers.

Blain's Farm & Fleet: Evolving from Farm Supply to Modern General Store

Established in 1955 in Janesville, Wisconsin, Blain’s Farm & Fleet has grown from a discount farm supply store into a comprehensive retailer serving rural and suburban communities in the Midwest. Initially catering to farmers with agricultural supplies, automotive parts, tools, and work clothing, the store expanded during the 1970s and 1980s to offer lawn and garden supplies, sporting goods, housewares, toys, and pet supplies, thus becoming a "modern general store" for rural families. From the 1990s to the 2000s, Blain's further diversified its product range to include home improvement items, apparel from brands such as Carhartt and Levi’s, food and beverages, and a comprehensive pet department, while enhancing services like tire and auto repair, small engine repair, and drive-through pick-up for large items.

Since the 2010s, Blain's has significantly upgraded its e-commerce platform, introducing services such as buy online, pick up in store (BOPIS) and same-day delivery. With an inventory exceeding 150,000 items, the stores offer a wide range of products, including clothing, home goods, agricultural, and automotive supplies. Blain's is committed to delivering value and quality through both national brands and its private label offerings. Additional services provided include tire and auto repair centers, small engine repair, a rewards program, and community engagement through scholarships and local events.

Strategically expanding in the Midwest, Blain’s is focused on sustainable growth by selecting communities that align with its "modern general store" concept. Recent expansions in Michigan and Wisconsin, along with store remodels, are designed to enhance customer experiences and stimulate local economies. The company is advancing its digital capabilities with the "Neighbor Network" for personalized advertising and expanded e-commerce options such as two-hour pickup. Collaborations with creative agencies are enhancing brand and marketing reach. Blain’s growth is evident in its workforce of over 5,000 employees, earning recognition as one of America’s Best Large Employers, underscoring its dedication to fostering a positive workplace culture.

Blain’s Farm & Fleet: Strengthening Midwest Communities Through Engagement and Support

Blain’s Farm & Fleet, a family-owned enterprise, is dedicated to supporting rural and farming communities in the Midwest, with a long-standing tradition of community engagement. Their initiatives encompass charitable donations, educational support, and active participation in local events to strengthen community connections. Significant efforts include collaborations with organizations such as Toys for Tots, providing scholarships and sponsoring FFA chapters to promote agricultural education, and involvement in local activities like food drives and pet adoptions. By cultivating a culture that regards employees as family and customers as neighbors, Blain’s Farm & Fleet maintains a dependable and service-focused community presence.

Closing

By 2024, Blain’s Farm & Fleet has expanded to 45 stores across Wisconsin, Illinois, Iowa, and Michigan, pioneering the “buy online, pick up at store” model with drive-thru pickup available at all locations. The company operates through four regional divisions and a central distribution center in Janesville. It entered the Michigan market in 2018, establishing stores in Portage, Jackson, Traverse City, Holland, and Walker. By 2022, Blain’s Farm & Fleet reported $512 million in revenue and employed approximately 1,000 individuals. Firmly embedded in Midwestern culture, the company is renowned for its extensive product range, competitive pricing, and community engagement. The annual Christmas catalog is a treasured tradition, and strong customer loyalty is linked to its identity as a family-owned business known for reliability and value. Blain’s Farm & Fleet exemplifies Midwestern entrepreneurship, family values, and adaptability in the evolving retail landscape.

Founded In Wisconsin - Blains Farm and Fleet of Janesville

Summary of Blain’s Farm & Fleet’s Market Analysis

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