Architecture + Branding: Embracing embellishment, Tractor Supply retools its pragmatic prototype design

1-Lifestyle brand

Catering to a narrowly defined clientele with sharp focus, Tractor Supply has managed to gain an enviable reputation within its market segment. Likely not a household name in some circles, in communities removed from the dense urban cores, TSC is quasi-inescapable.

Founded as a mail order catalog business offering tractor parts to America’s family farmers in 1938, the company opened its first retail location in Minot, North Dakota in 1939 (source: ir.tractorsupply.com, GuruFocus.com, bostoncommons.net). Over the next several decades, the brand modified its vocation from a tractor parts supplier to become the largest operator of rural lifestyle retail stores in the United States (source: ir.tractorsupply.com). In the late 1960s, TSC expanded beyond its US base by opening its first Canadian store in London, Ontario (source: wikipedia.org). For the most part following an organic growth path, TSC nonetheless purchased some of the leases of bankrupt competitor Quality Stores, Inc., in 2002 (source: wikipedia.org).

Currently, headquartered in Brentwood, Tennessee, Tractor Supply operates approximately  1,500 stores spread across 49 states (source: ir.tractorsupply.com, fierceretail.com, nasdaq.com). In excess of 22,000 employees contribute to help the brand generate annual revenues of in excess of $6 billion (ir.tractorsupply.com). Operating stores under its namesake Tractor Supply brand, Tractor Supply Co also operates stores under the Del’s Feed and Farm Supply and HomeTown Pet banners (source: wikipedia.org, bostoncommons.net)

Tractor Supply, left side 3/4 view, 710 NE US Hwy 24, Topeka, Kansas (source: maps.google.com)

Tractor Supply stores are aimed at meeting the needs of recreational farmers, ranchers, and consumers who enjoy the rural lifestyle, as well as tradesmen and small businesses (source: ir.tractorsupply.com, bostoncommons.net). As such, customers can generally find agricultural supplies, animal feed, pet supplies, farm and ranch merchandise, hardware, towing equipment, power tools, welding equipment, generators, fencing, lawn care equipment, garden products and work wear at TSC. Ironically, most everything required to fully immerse oneself in the rural lifestyle, short of tractors, can be had at Tractor Supply stores.

2-De facto

Primarily located in rural communities, exurbs, and towns outlying major metro areas, where existing retail spaces may prove to be less abundant, many Tractor Supply locations evolved as new from-the-ground-up free-standing stores plunked down upon a 4 or 5 acre tract of undeveloped rural land. As such, the oft-repeated commercial land development formula would result in a de facto brand prototype store.

Tractor Supply, aerial view, 1316 N Range Line Road, Joplin, Missouri (source: maps.google.com)

Tractor Supply, aerial view, 2275 Downs Drive, Erie, Pennsylvania (source: maps.google.com)

Tractor Supply, aerial view, 4205 Maine Avenue SE, Rochester, Minnesota (source: maps.google.com)

Tractor Supply, aerial view, 9040 E 34 Road, Cadillac, Michigan (source: maps.google.com)

Characterized by a linear geometry, the square/rectangular shape would prove best for the brand. Low to the ground, generally longer than wider, and limited to a single storey in height, Tractor Supply stores exemplify the squat aesthetic. Sized to provide enclosed store areas in the 15,000 sq. ft. to 20,000 sq. ft. range, the brand adopts a scaled down version of the popular “big box” retail development formula that heavily favours efficient, repeatable, simple and functional building designs.

Tractor Supply, right side 3/4 view, 501 S Kings Highway Street, Cape Girardeau, Missouri (source: maps.google.com)

Tractor Supply, right side 3/4 view, 710 NE US Hwy 24, Topeka, Kansas (source: maps.google.com)

Tractor Supply, front 3/4 view, 2275 Downs Drive, Erie, Pennsylvania (source: maps.google.com)

Furthermore, the typical Tractor Supply doubles its effective selling floor area by matching its indoor building area with a fenced-in outdoor space of similar size (source: ir.tractorsupply.com).

Tractor Supply, right side 3/4 view, 1101 Brookside Land, Bismark, North Dakota (source: maps.google.com)

Tractor Supply, left side 3/4 view, 1316 N Range Line Road, Joplin, Missouri (source: maps.google.com)

Tractor Supply, right side 3/4 view, 2817 S Walton Boulevard, Bentonville, Arkansas (source: maps.google.com)

Short of service and egress doors, the typical Tractor Supply store proposes back and side walls devoid of design interest. Additionally, hidden from public view, delivery/receiving and service functions are generally clustered around back on the rear elevation.

Tractor Supply, rear 3/4 view, 4205 Maine Avenue SE, Rochester, Minnesota (source: maps.google.com)

Tractor Supply, rear 3/4 view, 9040 E 34 Road, Cadillac, Michigan (source: maps.google.com)

Tractor Supply, rear 3/4 view, 9620 Mansfield Road, Shreveport, Louisiana (source: maps.google.com)

Similarly, the front facade exhibits much of the same sparse aesthetic. However, an entrance vestibule that juts from the overall wall plane, highlights the front facade. Framing the entrance/exit doors and surrounding glazing, the vestibule is typically centrally located on the front facade, providing a visual balance to the front façade.

Tractor Supply, front 3/4 view, 4205 Maine Avenue SE, Rochester, Minnesota (source: maps.google.com)

Tractor Supply, front 3/4 view, 1040 Beards Hill Road, Aberdeen, Maryland (source: maps.google.com)

Framed by columns at both edges, and topped by a large marquee that rests atop the vestibule, the projecting vestibule adds a minimal level of articulation to a quasi rigid box.

Window openings clearly lacking, little importance is given to storefront transparency at Tractor Supply stores. Alternatively, with little preview available from the opaque nature of the storefront, potential shoppers and customers are effectively encouraged and essentially forced to enter the store to view the wares.

Tractor Supply, front 3/4 view, 9040 E 34 Road, Cadillac, Michigan (source: maps.google.com)

Following the simplicity mantra, the roof design continues in the same vein. Applying a combination of simple roof designs, such as a flat roof, single-slope shed roof, or low-rise hip-roof design, the roof line is often hidden from view. Exterior wall finishes generally rising above the roof line, parapet walls help to conceal the actual roof height, assembly, slope, and some of the roof top equipment. Alternatively, as the front façade captures the bulk of the architectural details, sides walls may terminate below the roof eaves along the sides revealing the roof type. Similarly, parapet walls that “step down” along the side walls also provide some indication of slope, and roof pitch direction.

Tractor Supply, left side 3/4 view, 4931 S US Hwy 41, Terre Haute, Indiana (source: maps.google.com)

Tractor Supply, front 3/4 view, 5940 New Jesup Hwy, Brunswick, Georgia (source: maps.google.com)

Tractor Supply, rear 3/4 view, 5940 New Jesup Hwy, Brunswick, Georgia (source: maps.google.com)

Generally devoid of lintels, awnings, canopies, cornices, Tractor Supply stores skew towards simple, embellishment-free design solutions. Nonetheless, a red banding element, strung along the perimeter of the exterior walls, has been incorporated into the Tractor Supply design language. Additionally, the red accent band gains added prominence set against the brand’s bright white field colour.

Tractor Supply, front 3/4 view, 3520 North Cliff Avenue, Sioux Falls, South Dakota (source: maps.google.com)

Tractor Supply, right side 3/4 view, 16230 US Hwy 23, Louisa, Kentucky (source: maps.google.com)

Exterior materials consist almost exclusively of long-lasting, durable, impact resistant materials such as concrete and CMU (concrete masonry units). Other materials such as aluminum and glass, and metal cladding, are also utilized in specific applications, and in more limited quantities.

Tractor Supply, front 3/4 view, 9620 Mansfield Road, Shreveport, Louisiana (source: maps.google.com)

Recognizable from a “country mile” by the brand loyalists, the simple squat store clad in bright white has definitely become intertwined with the brand ethos.

3-Insert here

Although the new from-the-ground-up free-standing store approach allows the full brand expression, multiple locations require some reworking into existing conditions. As such, primary brand elements that can be extracted from a prototype design and liberally applied onto a less than ideal building format, become essential in converting a nondescript CRU (commercial retail unit) into a brand beacon.

For Tractor Supply, these elements include the simple mantra in all its guises.

Favouring a linear geometry that seeks square/rectangular store formats, Tractor Supply stores can even be found nestled into commercial strip malls. Generally forced to adapt to the existing mall format, the depth to frontage ratio is often altered from the prototypical design.

Tractor Supply, right side 3/4 view, 20 Litchfield Plaza, Litchfield, Illinois (source; maps.google.com)

Tractor Supply, front 3/4 view, 20 Riverside Square, Prairie du chien, Wisconsin (source: maps.google.com)

Tractor Supply, front view, 249 S Main Street, Red Bluff, California (source: maps.google.com)

Although displaying a propensity to occupy mall end locations, which afford to spill out into an adjoining exterior/outdoor retail space, TSC strip mall stores may nonetheless be located in central positions, and ganged within tenants on either side.

Tractor Supply, front view, 1310 Pilgrim Lane, Plymouth, Indiana (source: maps.google.com)

Tractor Supply, front view, 706 NY-13, Cortland, New York

Tractor Supply, front view, 1504 W Everly Brothers Blvd, Central City, Kentucky (source: maps.google.com)

Tractor Supply, front view, 1803 Jim Redman Pkwy, Plant City, Florida (source: maps.google.com)

Depending on mall placement, side walls may or may not be existent within the CRU (commercial retail unit). Nonetheless, lack of sidewalls is somewhat inconsequential for TSC, as side walls are typically blank facades, that serve essentially as a means to meet code-required exiting purposes.

Tractor Supply, front view, 1111 Paris Road, Mayfield, Kentucky (source: maps.google.com)

Tractor Supply, left side 3/4 view, 1111 Paris Road, Mayfield, Kentucky (source: maps.google.com)

Tractor Supply, front view, 1701 E Oak Street, Arcadia, Florida (source: maps.google.com)

Tractor Supply, rear 3/4 view, 1701 E Oak Street, Arcadia, Florida (source: maps.google.com)

Thus, much like the rural prototype store, the bulk of the design is concentrated on the front facade.

4-Good fences make good neighbours

An essential component to successfully inserting a TSC store into a retail development is rooted in retaining, and maximizing, visual cues that bind the mall store to the prototype format.

As such, the most impactful and recognizable Tractor Supply brand elements can be distilled down to building materials, colours, opacity, and overwhelmingly utilitarian design. Not cleanly assignable into the free-standing prototype or strip mall camp, a myriad of Tractor Supply store locations may be lumped under such a broadly defined umbrella. Armed with that particular toolkit in hand, it becomes evident that a divergent range of building geometries and styles, can be refined and molded to better integrate into the spartan Tractor Supply aesthetic.

Tractor Supply, front 3/4 view, 300 Depot Street, Bennington, Vermont (source: maps.google.com)

Tractor Supply, front 3/4 view, 2003 E Tipton Street, Seymour, Indiana (source: maps.google.com)

Tractor Supply, left side 3/4 view, 3580 Route 31, Clay, New York

Tractor Supply, right side 3/4 view, 3580 Route 31, Clay, New York

Tractor Supply, front 3/4 view, 2115 SW Washington Street, Peoria, Illinois (source: maps.google.com)

Tractor Supply, front 3/4 view, 9425 W Kellogg Drive, Wichita, Kansas (source: maps.google.com)

Introducing such organizational and design flexibility into the standard design also proves essential when faced with having to abide by, and adhere to, mandated design guidelines and by-laws from municipalities, review panels, and/or other authorities having jurisdiction.

Tractor Supply, front 3/4 view, 144 US Hwy 202, Flemington, New Jersey (source: maps.google.com)

Tractor Supply, right side 3/4 view, 201 N Walnut Road, Turlock, California (source: maps.google.com)

Tractor Supply, front view, 14879 Mono Way, Sonora, California source: maps.google.com)

Tractor Supply, front 3/4 view, 2475 MLK Jr Pkwy, Chico, California (source: maps.google.com)

Leaning heavily towards the functional side of the design equation, TSC stores may quite accurately be described as bland, lacking in visual interest, and adding little to the overall design tableau/language of a particular region.

Tractor Supply, front 3/4 view, 7300 Husker Circle, Lincoln, Nebraska (source: maps.google.com)

Tractor Supply, rear 3/4 view, 7300 Husker Circle, Lincoln, Nebraska (source: maps.google.com)

Tractor Supply, front 3/4 view, 5236 SW Topeka Blvd, Topeka, Kansas (source: maps.google.com)

Tractor Supply, right side 3/4 view, 3708 Shelburne Road, Shelburne, Vermont (source: maps.google.com)

Tractor Supply, rear 3/4 view, 3708 Shelburne Road, Shelburne, Vermont (source: maps.google.com)

Therefore, perhaps equal parts reactionary (to be a good neighbour) and deliberate (to obtain a permit), certain Tractor Supply stores have begun to embrace ornamentation.

Tractor Supply, front view, 204 Danbury Road, New Milford, Connecticut (source: maps.google.com)

Tractor Supply, front 3/4 view, 1248 Airport Park Blvd, Ukiah, California (source: maps.google.com)

Evoking themes that harness a more rural character, American farmhouse-look, and a “farm and barn” iconography allows Tractor Supply to respond to requests to add some dramatic flair to their store design, while still remaining true to the core ideals of the brand.

5-Broadening the base

Building on the move towards further embellishments, many newer Tractor Supply stores are sporting a more refined, sleeker, and modern design.

Tractor Supply, front 3/4 view, 2151 Autoplex Drive, Bossier City, Louisiana (source: maps.google.com)

Tractor Supply, left side 3/4 view, 304 Cooper Drive, Berea, Kentucky (source: maps.google.com)

Tractor Supply, rear 3/4 view, 304 Cooper Drive, Berea, Kentucky (source: maps.google.com)

Nonetheless, the general geometry, flow, and overall layout remains fairly consistent with the previous prototype, making retrofitting existing stores to the new aesthetic a fairly straightforward exercise.

Tractor Supply, aerial view, 96 Plaistow Road, Plaistow, New Hampshire (source: maps.google.com)

Tractor Supply, aerial view, 352 River Street, Montpelier, Vermont (source: maps.google.com)

Tractor Supply, aerial view, 1301 Greta Lane, Starkville, Mississippi (source: maps.google.com)

Tractor Supply, aerial view, 3480 Hwy 412 E, Siloam Springs, Arkansas (source: maps.google.com)

However, awnings along the front facade, a gable end roof set upon the entrance vestibule, gooseneck light fixtures, wainscots, and even new colours such as tans, beiges, and greens, serve to dress up the formerly blank slab-sided buildings.

Tractor Supply, 96 Plaistow Road, Plaistow, New Hampshire (source: maps.google.com)

Tractor Supply, right side 3/4 view, 352 River Street, Montpelier, Vermont (source: maps.google.com)

Tractor Supply, front view, 1051 Park Street, Ogdensburg, New York

Tractor Supply, front 3/4 view, 400 SE 4th Street, Laurel, Montana (source: maps.google.com)

Moving beyond the purely utilitarian aesthetic, the brand has definitely begun to up its design game.

Not coincidently, in 2015, Tractor Supply had increased its U.S. store target to 2,500, from the initial 2,100 (post-gazette.com, fierceretail.com). Factoring in higher density in the Northeast, the TSC management team realized that it could place stores closer together than previously thought (post-gazette.com, fierceretail.com). As the higher density leads to geographically smaller catchment areas meeting required potential customer counts to support a business case, stores can be clustered closer together without necessarily cannibalizing one another.

Tractor Supply, front 3/4 view, 3480 Hwy 412 E, Siloam Springs, Arkansas (source: maps.google.com)

Tractor Supply, front view, 1073 NY-86, Ray Brook, New York (source: maps.google.com)

Tractor Supply, left side 3/4 view, 1301 Greta Lane, Starkville, Mississippi (source: maps.google.com)

Tractor Supply, rear 3/4 view, 1301 Greta Lane, Starkville, Mississippi (source: maps.google.com)

Nonetheless, locating stores closer to large population poles also brings with it the added likelihood of public reviews, consultations, debates, guidelines, by-laws, community opposition, NIMBYism, as well as lengthier and more complex approuval and permitting processes.

Tractor Supply, front 3/4 view, 2756 Chamberland Street, Rockland, Ontario, Canada

Therefore, by injecting some design interest into their previously pragmatic exterior trade dress, Tractor Supply has begun to redefine their utilitarian architectural identity, and also increased their ability to execute on the brand’s grand plan to locate more stores into denser metropolitan areas.

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