A Fleet Farm in Muskego? Wetland study suggests company is considering it.
Fleet Farm, a century-old company that has grown from a rural-oriented shop to regional retailer that builds among the largest of the big-box stores, may have eyes on the city of Muskego.
The Appleton-based firm's interest in Muskego was revealed in a wetland delineation report, a public document filed with the Wisconsin Department of Natural Resources concerning a parcel near College and Racine avenues on the city's northern edge, well within view of Interstate 43.
However, the details of Fleet Farm's plans, including the precise location of the parcel and the likely size of the store, remain out of view for now, including whether a store at that location could rival the sizable structure the company opened in Oconomowoc in 2018.
Muskego Mayor Rick Petfalski on Friday acknowledged the city's awareness of the wetland study, conducted by Brookfield-based RA Smith and filed Jan. 12, but said that's about all he could say about the development prospect as the city awaits other documentation.
"Nothing has been formally submitted yet," Petfalski said. "Obviously, you have developers coming in and out all the time. Until they formally submit their (plans) to the plan commission, we typically don't comment on them."
He said he also couldn't comment on any development timeline, including when those plans are expected. It's a nod to developers' concerns about what effect the information could have on specific elements, including financial transactions, he added.
"Things can get fragile with their negotiations for land at that point," Petfalski said.
But he acknowledged the prospect would draw the attention of local residents. "I think the community would be very receptive and excited by it" if it materializes, he said.
The wetland document itself, a preliminary step necessitated by any application that involve wetlands regulated by the state DNR, was requested by Fleet Farm and provides some sense of scale and location.
According to the introduction to the 85-page document, the study area consists of about 16 acres southeast of College and Racine avenues — two of the city's busiest and most critical roadways.
"The purpose of the wetland delineation was to identify the proximity and extent of wetlands within the Study Area for the purpose of potential future development," the report explained.
The site includes three wetlands and a 6,000-square-foot waterway, according to the report. It does not specify the footprint of any potential Fleet Farm development.
But based on recent developments, particularly the relatively new store in the Pabst Farms area of Oconomowoc, that footprint could be sizable.
The company opened its 218,000-square-foot store Oconomowoc store in August 2018 just off I-94 and Highway 67, nearly 18 months after plans were first publicly announced.
"Fleet Farm looks for communities that share our values," Fleet Farm CEO Derick Prelle said in the days leading up to that store's opening day. "A love for the outdoors, a love for the changing seasons and a love for spending time with family. When we got to know the community of Oconomowoc, we knew it would be a great fit."
Fleet Farm officials declined to confirm the chain's potential plans for Muskego.
"I wish we could comment," Fleet Farm spokesman Frank Steeves said Friday. "But all we can say is that we continue to look for great locations from which to serve Fleet Farm customers, and that announcements regarding specific plans will be made as soon as we are able."
Founded by Stewart C. Mills Sr. and known more fully as Mills Fleet Farm until 2018, the 47-store chain began as Mills Companies in Brainerd, Minnesota, in 1922. The first Mills Fleet Farm store, originally called Fleet Wholesale Supply, eventually opened in 1955 in Marshfield, Wisconsin.
According to its website, the chain's largest stores sell outdoor products, farm supplies, auto parts, work and family clothing, pet products, groceries and home improvement items, among other categories. The chain is also known for its seasonal Toyland department from October through December.
Mills Fleet Farm was sold to the private equity firm Kohlberg Kravis Roberts in 2016.
Contact Jim Riccioli at (262) 446-6635 or james.riccioli@jrn.com. Follow him on Twitter at @jariccioli.
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This article originally appeared on Milwaukee Journal Sentinel: Fleet Farm considering Muskego store, wetland document suggests
