L&M Fleet Supply
L&M Fleet Supply is a privately held, multi-category retailer founded in 1959 in Grand Rapids, Minnesota, operating physical stores and an e-commerce platform serving farm, automotive, DIY, and outdoor customers across the northern United States.
- Company typePrivate
- Founded1959
- HeadquartersGrand Rapids, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What L&M Fleet Supply does
L&M Fleet Supply is a privately held, multi-category retail company headquartered in Grand Rapids, Minnesota, founded in 1959 by Delbert Matteson and James Luthen. The company operates a network of physical retail stores combined with an e-commerce platform at landmsupply.com, supporting buy-online-pick-up-in-store (BOPIS), online bill payment, and direct shipping to most US states (excluding AK, CA, HI). Its assortment spans eight core categories — automotive, clothing and footwear, farm and pet, home goods, home improvement, lawn and garden, sports and outdoor recreation, and toys — alongside service offerings such as automotive tire installation. The company carries featured third-party brands (STIHL, DeWALT, Milwaukee, Cub Cadet) and a growing private-label portfolio (Wildology, Harvest King, Outdoor Revival), positioning itself as a one-stop retailer for farm, automotive, home, and outdoor needs in rural and small-town northern US communities.
The company's go-to-market is direct-to-consumer across both physical and digital channels. Revenue is generated through unit-priced retail merchandise sales with promotional discounting, free shipping above a $50 order threshold, and B2B EDI transaction processing via York Worldwide for vendor-side supply chain management. Marketing relies on email newsletters (with sweepstakes incentives), Facebook and Instagram organic presence, and seasonal promotional campaigns on the e-commerce site. Customer segmentation is horizontal: farm/agricultural operations, vehicle owners, DIY homeowners, and outdoor enthusiasts are all treated as primary segments, with pain points centered on equipment maintenance, seasonal supply availability, and convenient access to specialty parts (notably tractor implements, hydraulic components, and work/outdoor apparel). The firm is privately held with no institutional investors, parent company, or M&A activity disclosed, and does not ship to Alaska, California, or Hawaii, indicating a deliberate geographic focus on the upper Midwest and broader northern US.
L&M Fleet Supply firmographics
Firmographics- Name
- L&M Fleet Supply
- Legal name
- L&M Fleet Supply
- Website
- https://landmsupply.com
- Company type
- Private
- Founded year
- 1959
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- L&M Fleet Supply is a privately held, multi-category retailer founded in 1959 in Grand Rapids, Minnesota, operating physical stores and an e-commerce platform serving farm, automotive, DIY, and outdoor customers across the northern United States.
- Ownership category
- akta.pro rank
L&M Fleet Supply industry classification
Industry- Product category
- Farm and Hardware Retail
- NAICS
- Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013), Retail-Auto & Home Supply Stores (5531)
- akta.pro primary industry
- Pet Supplies & Consumables Distribution (Litter, Pads, Waste, Grooming) (CRAOAKAB)
- akta.pro secondary industries
- Heavy-duty truck, trailer & commercial vehicle parts distribution (CRAOANAJ), Rental Fleet Storage Yards (Cars, Vans, Light Trucks) (TLALAKAH), Marine Trailer & Transport Equipment Retail (CRAMAIAL), Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF)
Keywords
Where L&M Fleet Supply is headquartered
LocationHeadquarters
- HQ city
- Grand Rapids
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
L&M Fleet Supply business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Retail Product Sales: Brick-and-mortar and e-commerce sales of automotive, farm, home improvement, lawn & garden, sports & outdoor, clothing, and home goods merchandise. Products range from power equipment (lawn mowers, chainsaws, generators) to tractor parts, clothing, sporting goods, and general merchandise.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with promotional discounts |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
L&M Fleet Supply product offering
Product offeringCore offering
L&M Fleet Supply operates a multi-category retail business selling farm and pet supplies, automotive parts, home improvement goods, lawn and garden equipment, sports and outdoor recreation merchandise, clothing and footwear, home goods, and toys. Products are offered through multiple physical store locations across the northern United States and an e-commerce website (landmsupply.com) with buy-online-pick-up-in-store capability and direct shipping on qualifying orders.
Product overview
L&M Fleet Supply is a retail hardware and farm supply store operating both physical store locations and an e-commerce platform. The company offers a diverse, multi-category product portfolio organized around core retail categories: Automotive (batteries, towing, maintenance), Clothing & Footwear (work wear, western boots, safety apparel), Farm & Pet (tractor parts, animal health, equine tack), Home Goods (appliances, food preservation, cleaning), Home Improvement (tools, heating/cooling, plumbing, electrical), Lawn & Garden (power equipment, mowers, chainsaws), Sports & Outdoor (hunting, fishing, camping, boating), and Toys. The store features multiple third-party branded products alongside private-label brands, with featured tool brands including DeWALT, Milwaukee, and STIHL, outdoor power equipment brands like Cub Cadet, and specialty brands such as Harvest King motor oils, Wildology pet food, and Outdoor Revival coolers. Services include automotive tire installation, in-store pick-up for online orders, and B2B EDI transaction processing.
Differentiator
Problem solved
Functional benefit
Products and services
- Automotive Products Multi-line retail assortment of automotive maintenance, repair, towing, and accessory products sold to vehicle owners and DIY automotive consumers through L&M stores and e-commerce site.
- Clothing & Footwear Apparel and footwear retail assortment for men, women, and children, with work-, western-, and outdoor-oriented product lines sold through stores and online.
- Farm & Pet Supplies Agricultural equipment and animal care merchandise, including tractor attachments, implement parts, fencing, livestock and equine supplies, and pet products sold to farm operators and rural consumers.
- Home Goods General household merchandise including food preservation, kitchenware, cleaning, personal care, small electronics, and office supplies sold to consumers through stores and online.
- Home Improvement Building, repair, and renovation merchandise, including heating/cooling equipment, tools, plumbing, electrical, paint, hardware, and building materials sold to homeowners and contractors.
- Lawn & Garden Equipment Outdoor power equipment and lawn and garden supplies, including mowers, snow blowers, chainsaws, generators, and patio/outdoor living goods sold to homeowners and rural property owners.
- Sports & Outdoor Recreation Sporting goods and outdoor recreation merchandise, including hunting, fishing, camping, marine, RV, and powersports equipment sold to outdoor enthusiasts.
- Toys Children's toys and play products, including ride-on vehicles, building sets, outdoor toys, and games sold to families.
- Automotive Service Center In-store automotive service, including tire installation and related vehicle maintenance services performed at L&M retail locations.
- Buy Online, Pick Up In Store Service enabling customers to order merchandise online at landsupply.com and pick up the order at a local L&M Fleet Supply store, integrating the e-commerce catalog with the physical retail footprint.
Companies that use L&M Fleet Supply
Customer profileSegments4 records
Ideal customer profiles4 records
L&M Fleet Supply technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
L&M Fleet Supply partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- York Worldwide (EDI Provider)supportingL&M Fleet Supply uses EDI (Electronic Data Interchange) powered by York Worldwide for business-to-business transaction processing, enabling efficient supply chain and inventory management with vendor partners.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
L&M Fleet Supply competitors and assessment
Company assessmentBroad incumbents
- Menards: Menards is a large Midwest-based home improvement chain carrying hardware, farm, automotive, and outdoor products. It overlaps with L&M in core DIY categories but is significantly larger and broader in assortment.
- Bass Pro Shops: Bass Pro Shops is a national outdoor recreation retailer selling hunting, fishing, camping, and boating gear. It competes directly with L&M's sporting goods and outdoor category and represents a brand-led national incumbent in that segment.
- Home Depot: Home Depot is the largest US home improvement retailer with farm, automotive, and outdoor categories. It competes for L&M's DIY, farm, and hardware shoppers at a national scale and exerts pricing pressure across shared categories.
Direct peers
- Ace Hardware: Ace Hardware is a US hardware retail cooperative offering tools, paint, lawn & garden, automotive, and farm/home supplies through independent store owners — comparable in product mix and DIY/rural customer base, though broader in geographic footprint.
- Tractor Supply Company: Tractor Supply is the dominant rural lifestyle retailer in the US, serving farmers, ranchers, and rural homeowners with farm supplies, automotive, lawn & garden, and outdoor categories — directly overlapping L&M Fleet Supply's core assortment and customer base.
- Do It Best: Do It Best is a US hardware cooperative serving independent home improvement, farm, and rural retailers through wholesale distribution. It is comparable as a competing go-to-market model (cooperative vs. L&M's independent regional chain) serving overlapping rural hardware customers.
- Rural King: Rural King is a farm and home store chain serving rural communities with farm supplies, automotive, hardware, sporting goods, and lawn & garden products — a direct comparable in assortment and target customer.
- Runnings: Runnings is a regional farm, ranch, and home retail chain across the upper Midwest and northern plains, carrying farm supplies, workwear, sporting goods, and automotive items comparable to L&M's multi-category rural assortment.
- Fleet Farm: Fleet Farm is a Midwest-based chain specializing in farm, fleet, automotive, sporting goods, and outdoor products across stores and online — virtually identical in concept to L&M Fleet Supply, including the fleet/ag/outdoor positioning.
- Blain's Farm & Fleet: Blain's Farm & Fleet is a Midwestern regional chain selling farm supplies, automotive parts, sporting goods, and home improvement products via physical stores and e-commerce — the closest direct comparable in scale, geography, and assortment mix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
L&M Fleet Supply social profiles
Digital presenceL&M Fleet Supply financial estimates
Financial estimateRevenue estimate
Valuation estimate
L&M Fleet Supply leadership team
Management profileNumber of profiles
Profiles2 records
L&M Fleet Supply funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
L&M Fleet Supply M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about L&M Fleet Supply
What does L&M Fleet Supply do?
L&M Fleet Supply operates a multi-category retail business selling farm and pet supplies, automotive parts, home improvement goods, lawn and garden equipment, sports and outdoor recreation merchandise, clothing and footwear, home goods, and toys. Products are offered through multiple physical store locations across the northern United States and an e-commerce website (landmsupply.com) with buy-online-pick-up-in-store capability and direct shipping on qualifying orders.
Is L&M Fleet Supply a public or private company?
L&M Fleet Supply is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was L&M Fleet Supply founded?
L&M Fleet Supply was founded in 1959. It employs 501 to 1,000 people.
Where is L&M Fleet Supply based?
L&M Fleet Supply is headquartered in Grand Rapids, United States, in the North America region.
How does L&M Fleet Supply make money?
One revenue line is on record: retail Product Sales.
Who are L&M Fleet Supply's main competitors?
Broad incumbents on record are Menards, Bass Pro Shops and Home Depot. Direct peers are Ace Hardware, Tractor Supply Company, Do It Best, Rural King, Runnings, Fleet Farm and Blain's Farm & Fleet.
Does L&M Fleet Supply have an API?
No public API is recorded for L&M Fleet Supply.
What industry is L&M Fleet Supply in?
L&M Fleet Supply's product category is Farm and Hardware Retail. Its primary akta.pro industry code is CRAOAKAB, Pet Supplies & Consumables Distribution (Litter, Pads, Waste, Grooming), with a secondary code of CRAOANAJ, Heavy-duty truck, trailer & commercial vehicle parts distribution. Its NAICS code is 42312 and its SIC code is 5013.