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State law, at the time, didn’t allow direct to customer discounts, requiring rather that retailers abide by pre-determined Manufacturer's Suggested Prices.

"They thought it should be up to them to decide what they want to sell to their neighbors," and to set the price, recalls Jane Blain Gilbertson, Bert Blain’s daughter and former longtime CEO of Janesville-based Blain's Farm & Fleet, who remains its owner and executive chair.

Then, mid-decade, came a defining moment, a way around state law. It would drive their business for the next seven decades, into the present day as their descendants succeeded them in leadership roles.

Tipped off by someone they knew at a NAPA auto parts store, the brothers heard of an approach being taken by Bob and Jean Kiesau, owners of Home Economy in North Dakota. The Kiesaus were meeting their similar state law test by offering direct discounts to anyone who could prove they owned five or more engines, which could be classified as a "fleet."

That way around state rule sparked a Wisconsin retail revolution, and the Blain brothers weren’t the only ones to go down that path. Other retailers also quickly added “fleet” to their names.

In the mid-1950s, the "fleet" concept led to the founding of dozens of similarly-named retail stores in Wisconsin, all with variations of "farm" and "fleet" in their names.

Blain's Farm & Fleet and one counterpart, Mills Fleet Farm, are often mistakenly thought to have been founded by the same people.

In fact, both companies were founded in 1955 by separate sets of brothers -- Bert and Claude Blain in Janesville and Stew and Henry Mills in Marshfield, Wis. The two companies went on to operate under a friendly agreement, using similar names while serving distinct Wisconsin territories. Both families also opened with seed money from their car dealerships, further cementing their parallel origins.

Original discounter

Blain's Farm & Fleet was of one the nation's original discounters – beating Kmart, Walmart and Wisconsin-based Shopko, which all opened their first stores in 1962.

Its first retail store opened in 1955 in a space previously home to a butcher shop. At 303 W. Milwaukee St., it was near the five points intersection in downtown Janesville and measured about 1,100 square feet. It was stocked with basic hardware, small automotive and agricultural items. Customers who could prove they owned at least five engines were given a Fleet Card that entitled them to discounted prices.

For five years, Bert and Claude split their time between northern Wisconsin and Janesville as they grew the business, before finally selling their car dealerships and moving their families to Janesville in 1960.

Business philosophy 

Early on, they committed to a business relationship philosophy that remains core today for Blain's Farm & Fleet: treat customers like neighbors, associates like family, and vendors like partners.

Listening to Janesville customers, they expanded into stocking work boots, jeans, tools, and housewares. And the brothers drew in people they trusted to help move the business forward.

Many early employees were Bert’s Army buddies from World War II, who had served together as mechanics in a tank division. At Bert’s invitation, they moved their families to Janesville. Jane Blain Gilbertson recalls these associates as an "extension of our family."

The brothers also built a trusted reputation in the retail industry, known for paying their bills on time, which helped them secure inventory. They also gained a reputation as savvy negotiators. They secured, for instance, a sought-after children's clothing line from Oshkosh B'gosh by offering to also carry that brand's adult workwear.

For Jane Blain Gilberton, a post-college stint at Macy's department store in Kansas City cemented her appreciation for Blain's Farm & Fleet’s homegrown Wisconsin culture. She recalls the environment at Macy’s at the time to be cutthroat and far less friendly to vendors than what her father and uncle fostered in Wisconsin, a "most important lesson,” as she later prepared to step into a leadership role and to eventually be CEO.

Blain Gilbertson grew up immersed in the business, as her father and uncle opened new locations. The brothers traveled to potential markets and, negotiating over cups of coffee with farmers, secured handshake land-purchase deals for new store sites.

Stores in 4 states 

Today, Blain's Farm & Fleet has 45 stores in Wisconsin, Illinois, Michigan and Iowa. The first store outside of Janesville opened in late 1955 in the founders' former hometown of Weyerhaeuser, Wis. The first store outside Wisconsin opened in 1956 in DeKalb, Ill. It later moved to neighboring Sycamore, Ill., in 1994.

Blain Gilbertson recalls middle-of-the-night burglar-alarm runs to store sites with her brother in their pajamas, and her father's three-week annual trips to New York as the company’s toy buyer. She was forbidden from seeing the toys before the annual Christmas Toyland opening.

Blain Gilbertson’s first executive role with Blain's Farm & Fleet was as its giftwear and children’s clothing buyer, working alongside her brother and cousins as a new generation assumed company leadership.

In 1988, following Bert Blain’s passing, the family found itself at a crossroads. Claude Blain’s descendants were pushing to either take the company public or sell it. Blain Gilbertson and her brother, wanting to keep the business privately held, bought out their cousins, taking control of all company shares.

When her brother, Robert Blain, retired in 2014, Blain Gilbertson bought him out, making her the sole owner. She assumed the title of CEO after hiring a consultant to put her through an "executive deep dive," ensuring she had the necessary skills to lead.

Today, Blain's Farm & Fleet operates as a "modern general store," Blain Gilbertson says, aiming to retain the founders’ original culture while embracing modern retail practices.

All decisions are filtered through the simple question: "Does this feel like we're doing it to them or for them?" Blain Gilbertson said.

Workforce growth 

Blain's Farm & Fleet has experienced significant growth in its workforce in recent decades, currently with 5,500 employees. This substantial increase coincides with the retailer's continued industry recognition: In 2025, Forbes named it one of America's Best Large Employers, marking the seventh consecutive year the company has received the honor.

Future leadership 

Blain Gilbertson recently hired the first non-family chief executive officer and president, Mark Hasting, to lead operations, while her two daughters, Nicole and Sarah Gilbertson, remain actively involved as the fourth generation with the company.

“With Mark in the CEO role, I am confident we will continue to grow and thrive as a family-owned company delivering on our promise of making Blain's a place where life is more rewarding,” Blain Gilbertson said. “This year, we are celebrating our 70th anniversary, and I know that we are just getting started.”

Wisconsin Gov. Tony Evers officially proclaimed September 17, 2025, as Blain’s Farm & Fleet Day statewide, in recognition of the company’s 70 years of service to families and communities

Blain Gilbertson’s grandson, born this fall, is already affectionately being called a potential fifth-generation Blain's Farm & Fleet steward.

“We look forward to serving you for the next 70 years and beyond," she said.