Legendary Wisconsin Outfitter Stores: Where Craftsmanship Meets Wisconsin Heritage (Currently Open)
Wisconsin is a land of rugged beauty, timeless traditions, and deep-rooted craftsmanship. From the Northwoods’ serene lakes to the bustling streets of Milwaukee, this state has long been home to makers, adventurers, and outdoor enthusiasts who value authenticity and durability above all else. Whether it’s hand-stitched leather boots, custom fishing rods, or heirloom-quality hunting gear, Wisconsin’s legendary outfitters continue to carry forward a proud legacy of skill, service, and style.
In this guide, we’ll journey through some of the most iconic outfitter stores in Wisconsin (currently open) — places that blend quality craftsmanship with a passion for the outdoors. Each one represents the soul of Wisconsin: practical, genuine, and built to last.
Johnson Woolen Mills Tradition: Stormy Kromer Mercantile in Ironwood
You can’t talk about Wisconsin outfitting without mentioning Stormy Kromer, a name that’s become synonymous with hard-working style. Founded in 1903, the brand’s signature cap — with its ear flaps and rugged design — has become a Wisconsin icon, worn by hunters, farmers, and adventurers alike.
What Makes It Legendary:
Handcrafted Quality: Each cap is still sewn by skilled craftspeople in Ironwood, near the Wisconsin border.
Heritage Products: Beyond hats, you’ll find wool jackets, flannel shirts, and gear made to endure the harsh Midwest winters.
Shopping Experience: The Stormy Kromer Factory Store offers tours, allowing visitors to see the craftsmanship up close.
This isn’t just a store — it’s a living piece of American manufacturing history and a must-visit for anyone who appreciates quality gear with heart.
Duluth Trading Company in Mount Horeb – Built for Hard Work and Adventure
Born in Wisconsin and loved nationwide, Duluth Trading Company represents the spirit of the working outdoorsman. Known for its humor-filled ads and durable apparel, the company’s flagship store in Mount Horeb captures its rugged yet playful personality.
Highlights of the Experience:
Legendary Gear: From their famous “Buck Naked” underwear to fire hose work pants, every product is built for comfort and resilience.
Rustic Setting: The store’s design nods to Wisconsin’s blue-collar roots, featuring reclaimed wood and vintage displays.
Family-Friendly Atmosphere: Visitors can enjoy storytelling displays that highlight the brand’s quirky origin story.
Duluth Trading is proof that good design doesn’t have to take itself too seriously — it just has to work.
Fleet Farm – Wisconsin’s Ultimate One-Stop Outfitter
If you grew up in Wisconsin, Fleet Farm is more than a store — it’s part of your life. Since 1955, this locally beloved chain has been outfitting generations with everything from fishing tackle to Carhartt jackets and camping essentials.
Why It’s a Wisconsin Classic:
Wide Range: Whether you’re prepping for deer season, restocking the farm, or getting ready for ice fishing, Fleet Farm has it all.
Affordable Quality: Its prices make it accessible to everyone, while still offering top brands trusted by pros and hobbyists alike.
Community Roots: Many locations host local events, outdoor expos, and hunting seminars.
From the Northwoods to the Milwaukee suburbs, Fleet Farm remains the go-to outfitter for practical, everyday adventurers.
Laacke & Joys in Brookfield – Outdoor Excellence Since 1844
With a history spanning over 175 years, Laacke & Joys stands as one of Wisconsin’s oldest outfitters. Originally founded as a sailmaker’s shop in Milwaukee, it has evolved into a premier destination for high-quality outdoor equipment.
Signature Offerings:
Outdoor Gear: Premium products for kayaking, hiking, camping, and more.
Expert Guidance: Staffed by outdoor enthusiasts who actually use what they sell.
Historic Legacy: Their roots in craftsmanship remain strong, blending traditional values with modern gear.
Whether you’re heading into the Boundary Waters or exploring Wisconsin’s backcountry, Laacke & Joys ensures you’re well-equipped for the journey.
Von Stiehl Winery & Outfitter Shop – Coastal Heritage Meets Adventure
Nestled in Algoma along Lake Michigan, Von Stiehl Winery is best known for its award-winning wines, but its adjoining Outfitter Shop deserves just as much attention. This unique spot combines outdoor essentials with locally made artisan goods, offering an elegant take on Wisconsin adventure culture.
Why You’ll Love It:
Blended Experience: Shop high-end outdoor gear, handcrafted gifts, and fine wines in one stop.
Scenic Setting: Located in one of Wisconsin’s oldest winery buildings, dating back to the 1860s.
Perfect for Couples and Explorers: Ideal for those who like their adventure served with sophistication.
It’s a one-of-a-kind destination where craftsmanship meets coastal relaxation — very much in line with Wisconsin’s versatile character.
Reed’s Sporting Goods in Walker – A Legacy of Hunting and Fishing Excellence
For those passionate about the great outdoors, Reed’s Sporting Goods has been a household name for over 50 years. Though based just across the Wisconsin-Minnesota border, it has long been a favorite among Wisconsin hunters and anglers.
What Makes Reed’s Stand Out:
Top Brands: Offers everything from Vortex optics to Simms waders and St. Croix rods.
Family-Owned Charm: Personalized service rooted in Midwest hospitality.
Events: Hosts seasonal expos and demo days for outdoor enthusiasts.
Reed’s is the kind of outfitter that feels like home — where knowledgeable staff are just as passionate about the outdoors as you are.
Cabela’s in Richfield – A Wisconsin Institution for Outdoor Enthusiasts
Cabela’s in Richfield remains one of the state’s premier destinations for sportsmen and outdoor lovers. This expansive store is more than just retail — it’s a tribute to Wisconsin’s wild spirit.
Visitor Favorites:
Incredible Displays: Taxidermy dioramas featuring regional wildlife.
Gear Galore: From archery to camping, you’ll find top-of-the-line products.
Educational Touches: Interactive exhibits and staff-led tutorials.
For families, it’s a day trip worth taking — part museum, part shopping experience, and entirely Wisconsin in its love for the great outdoors.
Woolrich Outdoor Store in Green Bay – Heritage That Never Fades
Though Woolrich is a national brand, the Woolrich Outdoor Store in Green Bay stands out for its devotion to traditional craftsmanship. The brand’s roots in outdoor apparel stretch back to 1830, and its Wisconsin location keeps that spirit alive.
Reasons to Visit:
Timeless Style: Wool coats, vests, and accessories designed for harsh winters.
Commitment to Quality: Each piece is a blend of warmth, durability, and comfort.
Perfect Fit for Wisconsin: Its style resonates deeply with the state’s hunting and outdoor culture.
Walking through the store feels like stepping into an era when gear was built for life, not just a season.
New Glarus Woods Outfitters – Small-Town Craftsmanship with Swiss Charm
Located in the heart of Wisconsin’s “Little Switzerland,” New Glarus Woods Outfitters offers a refreshing mix of hand-crafted outdoor goods, local art, and practical gear for hiking and camping.
What to Expect:
Local Artisans: Hand-tooled leather goods and wool accessories made by Wisconsin craftspeople.
Community Connection: Supports conservation initiatives and local trail projects.
Unique Appeal: Combines European charm with classic Midwestern utility.
This shop embodies what Wisconsin is all about — blending old-world craftsmanship with a love for the outdoors.
Sportsman’s Warehouse in Wausau – Modern Gear, Classic Values
For modern adventurers looking for premium gear and expert advice, Sportsman’s Warehouse in Wausau is a top pick. With a focus on hunting, fishing, and camping, it offers everything you need for your next outdoor escape.
Why It Deserves a Spot on the List:
Extensive Selection: Cutting-edge technology for serious sportsmen.
Local Expertise: Staff provide recommendations tailored to Wisconsin’s unique terrains and seasons.
Family-Friendly: Regular workshops and events designed to teach outdoor skills.
It’s a modern outfitter with classic Wisconsin roots — built for those who take their adventures seriously.
Ironwood Outfitters in Minocqua – The Heart of Northwoods Adventure
Deep in Wisconsin’s Northwoods, Ironwood Outfitters captures the essence of wilderness living. From handcrafted paddles to high-quality camping supplies, this shop is the go-to for explorers venturing into the state’s pristine lakes and forests.
Key Highlights:
Handmade Gear: Locally made canoes, knives, and fishing lures.
Cultural Touch: Displays of regional art and vintage outdoor memorabilia.
Year-Round Appeal: Ideal for summer paddling or winter snowshoeing trips.
Here, outfitting isn’t just business — it’s a lifestyle built on respect for nature and tradition.
Conclusion: Preserving Wisconsin’s Legacy, One Store at a Time
From the iconic Stormy Kromer Mercantile to the historic Laacke & Joys, Wisconsin’s legendary outfitters represent far more than retail — they’re living symbols of craftsmanship, authenticity, and community pride. Each one honors the past while equipping adventurers for the future, blending function with artistry in ways that define Wisconsin heritage.
Whether you’re an avid outdoorsman, a traveler searching for unique experiences, or simply someone who values things made with care, these currently open Wisconsin outfitter stores invite you to explore, connect, and carry a piece of that enduring spirit with you.