The Mercantile

What The Mercantile does

The Mercantile operates as Painted Valley Mercantile & Ranch Supply, a privately held rural general mercantile and ranch supply retailer founded in 1971 and headquartered at 307 South 1st St, Dubois, Wyoming. The company runs a single physical storefront supporting a horizontally diversified product portfolio spanning alternative energy systems (home standby generators, LiFePO4 batteries, solar panels, wind turbines, inverter chargers, wood/pellet stoves), animal feed (Purina and Triple Crown brands for horse, cattle, sheep, pig, poultry, llama, alpaca, and pet categories), firearms and ammunition (notably Freedom Arms .500 Wyoming Express revolvers), apparel and footwear (Wyoming Traders proprietary brand), building materials, hardware, tools, ceramics, gifts, and landscaping supplies. The company holds a Federal Firearms License and offers FFL transfer services for online firearms purchases to Wyoming residents. General contracting and installation services for wood stoves and related equipment are offered on a quote basis.

The underlying technology stack is concentrated on an OpenCart-based e-commerce platform that supports the online storefront, account management, wishlists, and multi-currency checkout (USD, EUR, GBP), alongside the physical retail point-of-sale operations. The business derives revenue from a one-time purchase retail model across twelve-plus product categories, an FFL transfer transaction fee ($25 per NICS background check, 30-day validity), delivery services (free for 5+ ton Purina feed orders in continental US, $125 lift-gate for generators), quote-based professional contracting services, and an affiliate program paying 5% commission on referred sales. No enterprise customers are documented; the customer base is a long-tail of western Wyoming ranchers, horse owners, rural property owners, DIY homeowners, firearms enthusiasts, and gift shoppers. The company has 26 employees, no disclosed institutional ownership, no funding history, and no documented M&A or leadership changes since founding.

Name

The Mercantile

Legal name

Painted Valley Mercantile & Ranch Supply

Website

https://pvmercantile.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

The Mercantile (Painted Valley Mercantile & Ranch Supply) is a privately held rural general mercantile and ranch supply retailer founded in 1971 in Dubois, Wyoming, serving western Wyoming ranchers, horse owners, rural property owners, and DIY customers with alternative energy, animal feed, firearms, apparel, building materials, and hardware via a single retail storefront and OpenCart e-commerce site.

Ownership category

akta.pro rank

Product category

Rural General Mercantile and Ranch Supply

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Building Material and Supplies Dealers (4441)

SIC

Retail-Lumber & Other Building Materials Dealers (5211)

akta.pro primary industry

Livestock & Pasture Supply Retail (Feed Supplements, Animal Health Inputs) (AFABAJAJ)

akta.pro secondary industry

Hardwood Lumber Distribution & Trading (IMAMAIAB)

Keywords

• Ranch supply retail
• Animal feed sales
• Alternative energy products
• Firearms and FFL transfers
• General contracting services

Headquarters

HQ city

Dubois

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: In-store and online retail sales of hardware, animal feed, apparel, alternative energy products, building materials, firearms, and general mercantile goods. One-time purchase model with varying price points from $20 to $4,699.
2. Firearms Transfer Services: FFL transfers for online firearms purchases with $25 NICS background check fee per transaction. Each background check valid for 30 days covering unlimited firearms.
3. Delivery Services: Delivery service for products including free delivery for orders of 5+ tons of Purina feeds in continental US. Lift-gate delivery for Champion generators at $125 or less.
4. General Contracting Services: General contracting and installation services for wood stoves, pellet stoves, and other products. Quote-based pricing, contact store for project details.
5. Affiliate Program: 5% commission on sales generated through affiliate website links. Free enrollment with standard commission rate.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Mercantile (Painted Valley Mercantile & Ranch Supply) operates a rural general-merchandise retail store in Dubois, Wyoming, complemented by an OpenCart e-commerce storefront. It sells alternative-energy products (home standby generators, LiFePO4 batteries, solar panels, inverters, wind turbines), animal feed from Purina Mills and Triple Crown, Wyoming Traders branded apparel, firearms including Freedom Arms revolvers, hardware/tools, building materials, hardwood lumber, ceramics, and gifts. It also provides FFL firearm transfers, bulk-feed delivery, and quote-based general contracting and installation services for wood and pellet stoves.

Product overview

Painted Valley Mercantile operates as a rural general store and ranch supply retailer offering a diversified product portfolio spanning alternative energy solutions (home standby generators, lithium batteries, solar panels, wind turbines, battery chargers), animal feed (horse, cattle, livestock, and pet feed from Purina and Triple Crown brands), outdoor apparel (Wyoming Traders branded workwear including parkas and bib overalls), firearms and ammunition, hardware and tools, building materials, ceramics and gifts, and contracting services. The store was established in 1971 and serves the Dubois and western Wyoming region with both retail and e-commerce operations. The company offers an affiliate program with 5% commission and sells gift certificates.

Differentiator

Problem solved

Functional benefit

Products and services

• Champion Power Equipment 14-kW aXis Home Standby Generator with 200-Amp Whole House Switch A home standby generator system operating on natural gas or propane fuel supply, featuring automatic startup when utility power fails and a digital aXis Controller with Wi-Fi Direct capability for programmable, upgradable operation; targeted at rural homeowners needing whole-house backup power.
• Dakota Lithium LiFePO4 Battery DL - 12V - 100AH Lithium Iron Phosphate deep cycle battery providing reliable power storage for renewable energy systems with 2-3 day availability.
• Dakota Lithium DL+ 12V 60AH Dual Purpose 1000CCA Starter Battery Multi-purpose lithium battery combining high cranking power for engine starting with deep cycle performance for trolling motors and electronic applications, backed by an 11-year warranty.
• Dakota Lithium 12V 100AH Deep Cycle LiFePO4 Battery with CAN Bus CAN bus compatible deep cycle battery engineered for engineers seeking hard-wired communication with onboard electronics, featuring waterproof CAN bus pigtail and 11-year warranty.
• DCC50S 12V 50A DC-DC On-Board Battery Charger with MPPT Multi-input battery charger supporting charging from both vehicle alternators and solar panels simultaneously with up to 99% MPPT tracking efficiency and Modbus protocol compatibility for monitoring devices.
• 9,000 watts of Solar Panels (20 panels @ 450w each) Bulk solar panel package consisting of 20 photovoltaic panels at 450 watts each for residential or commercial solar power installations.
• 18000W 48V Split Phase Pure Sine Wave Inverter Charger High-capacity inverter charger converting DC to AC power for split-phase electrical systems with integrated charging capability.
• United States Stove Company Products Wood stoves and pellet stoves for residential heating applications.
• Wyoming Traders 3 in 1 Oxford Parka Convertible parka featuring waterproof outer shell and down-filled inner jacket with hideaway hood, dual YKK zipper, and multiple pockets for outdoor work use.
• Wyoming Traders Oxford Bib Overalls Waterproof nylon bib overalls with quilted polyester lining, adjustable elastic suspender straps, two-way torso zipper, and multiple pockets including fleece-lined hand pockets and tool pockets.
• Freedom Arms .500 Wyoming Express (Model 83, Premier) Premium revolver chambered in .500 Wyoming Express caliber, available in multiple barrel lengths (4.75\", 6\", 7.5\") with various grip options.
• Purina Mills Animal Feed Products Commercial animal feed products including Purina IMPACT Professional Senior horse feed, Purina Strategy GX, and Purina Strategy Healthy Edge for horses and livestock nutrition.
• Triple Crown Animal Feed Products Premium animal feed products including Triple Crown SENIOR formula for horses.
• Ceramics Collection Assortment of ceramic decorative items including ceramic banks, planters, and figurines such as Gnome Planter Ceramic, Stegosaurus Bank Ceramic, Dragon Party Animal Ceramic, and others, with paint and firing services included.
• General Contracting and Installation Services Contractor services for general contracting and specialized installation of wood stoves, pellet stoves, and other equipment, available by contacting the store directly.
• FFL Firearms Transfer Service Federal Firearms License transfer service for online firearms purchases; $25 per NICS background check, valid 30 days covering unlimited firearms transfers for Wyoming residents.
• Bulk Product Delivery Service Delivery service for products including free delivery for orders of 5+ tons of Purina feeds in continental US, and lift-gate delivery for Champion generators at $125 or less.

Quantifiable outcome

• Serving community for over 50 years since 1971

Named customers2 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Purina MillscoreChannel Partner/ Reseller/ DistributorPurina Mills is a major animal feed brand carried by Painted Valley Mercantile. Products include Purina IMPACT Professional Senior horse feed ($29.99/50lb), Purina Strategy GX ($28.60/50lb), and Purina Strategy Healthy Edge ($30.33/50lb). Free delivery for orders of 5+ tons in continental US.
• Dakota LithiumcoreChannel Partner/ Reseller/ DistributorDakota Lithium is a premium lithium battery brand specializing in LiFePO4 batteries for alternative energy applications. Products include 12V 100AH batteries ($671.04-$899 depending on model) and DL+ 12V 60AH dual purpose batteries ($599).
• Champion Power EquipmentcoreChannel Partner/ Reseller/ DistributorChampion Power Equipment provides home standby generators including the 14-kW aXis Home Standby Generator with 200-Amp Whole House Switch ($4,699). Lift-gate delivery available at $125 or less.
• Freedom ArmscoreChannel Partner/ Reseller/ DistributorFreedom Arms is a Wyoming-based firearms manufacturer. Painted Valley Mercantile carries the .500 Wyoming Express revolver (Model 83, Premier) starting at $2,902.50, available in 4.75" to 7.5" barrel lengths.
• Wyoming TraderscoreOEM/ Whitelabel/ Licensing PartnerWyoming Traders is Painted Valley Mercantile's proprietary apparel brand offering outdoor work wear. Products include the 3 in 1 Oxford Parka ($219.95) and Oxford Bib Overalls ($83.95), featuring waterproof nylon fabric and down insulation.
• Bisque ImportsminorChannel Partner/ Reseller/ DistributorBisque Imports supplies ceramic figurines and craft products including Truck Bank Ceramic ($35). These are painted ceramic kits sold with paint and firing services.
• Triple CrowncoreChannel Partner/ Reseller/ DistributorTriple Crown is a premium horse feed brand. Products include Triple Crown SENIOR horse feed ($39.69/50lb). Sold alongside Purina Mills products in the horse feed category.
• FFL (Federal Firearms License) NetworkcoreChannel Partner/ Reseller/ DistributorPainted Valley Mercantile holds a Federal Firearms License enabling them to handle FFL transfers for online firearms dealers. They can order thousands of handguns, shotguns, rifles, crossbows, and more through their distribution network.
• Online Firearms DealersminorChannel Partner/ Reseller/ DistributorOnline firearms dealers ship products to Painted Valley Mercantile for FFL transfer to Wyoming customers. $25 NICS background check fee with 30-day validity covering unlimited firearms.

Scale indicators2 records

Recent moves12 records

Expansion highlights14 records

Direct peers

• IFA Country Stores: Intermountain West farm, ranch, and home retailer with locations in Utah, Idaho, Wyoming, Colorado, and Nevada. Highly comparable merchandise mix including animal nutrition, hardware, apparel, and rural lifestyle categories serving similar ranching and agricultural customers.
• Runnings: Midwest-based farm, family, and outdoor retailer with a comparable multi-category assortment (feed, hardware, apparel, footwear, sporting goods). Directly comparable rural general-merchandise model though primarily serving Minnesota, the Dakotas, and surrounding states.
• Big R Stores: Farm and ranch supply retailer in Colorado, Wyoming, New Mexico, and Arizona with feed, hardware, apparel, and outdoor categories. Direct regional overlap in Wyoming and a very similar small-store rural format.
• Coastal Farm & Ranch: Pacific Northwest farm, ranch, and home retailer with a similar mix of feed, apparel, tools, outdoor power equipment, and rural lifestyle goods. Directly comparable assortment and customer profile, though focused on Oregon/Washington rather than Wyoming.
• Orscheln Farm & Home: Farm, ranch, and home retailer operating across the Midwest and South. Carries feed, hardware, tools, firearms, workwear, and rural lifestyle merchandise in a small-format box that closely mirrors the Mercantile's offering and service profile.
• Murdoch's Ranch & Home Supply: Regional ranch, home, and pet supply retailer operating across the intermountain West (Wyoming, Montana, Colorado, Idaho). Most directly comparable peer in scope and customer base: alternative energy, animal feed, workwear, hardware, and rural lifestyle merchandise sold through physical stores and e-commerce.
• Bomgaars: Farm and ranch supply chain serving the Midwest and Plains states with hardware, animal health, apparel, footwear, and tools. Closely comparable assortment and customer demographic (ranchers, farmers, rural homeowners), with physical-store and e-commerce channels.
• Blain's Farm & Fleet: Midwest farm and rural lifestyle retailer offering farm supplies, pet/animal feed, automotive, tools, apparel, and firearms in a one-stop format. Highly comparable rural general store model with similar category breadth and SMB/prosumer customer base.

Broad incumbents

• Tractor Supply Company: Largest U.S. rural lifestyle retailer with 2,000+ stores selling farm supplies, livestock feed, hardware, workwear, and outdoor goods. Comparable in category mix but much larger in scale and geographic reach; the Mercantile competes for the same customer wallet via localized assortment and service.
• Ace Hardware: National hardware cooperative with small-format neighborhood stores selling tools, paint, and outdoor equipment. Overlaps with the Mercantile's hardware, tools, and gardening categories but does not focus on ranch supply, animal feed, or firearms.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-mercantile

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Mercantile