SCHEELS Set to Launch Largest Sports Store in Wisconsin by 2027

SCHEELS' Exciting New Store Opening in Wisconsin

In a thrilling announcement for sports enthusiasts and shoppers alike, SCHEELS has confirmed the opening of a new location in Wauwatosa, Wisconsin, scheduled for Spring 2027. This store will be situated at Mayfair, just west of Milwaukee, and will become the largest SCHEELS store in the state, covering an impressive 210,000 square feet.

For over three decades, SCHEELS has been dedicated to serving Wisconsin communities, and this new opening marks an exciting chapter in their journey. "SCHEELS has been serving communities in Wisconsin for the last 30 years and we're excited to expand our service into the Milwaukee metro," shared Matt Hanson, CEO of SCHEELS.

The Wauwatosa store is a collaboration with Brookfield Properties, transforming a previously vacant space into a bustling sports shopping destination. This venture aligns with Brookfield Properties' vision to enhance Mayfair's offerings, and Jonathan Kramer, the president of Brookfield Properties’ retail business, expressed his enthusiasm, stating, "SCHEELS will make an already thriving mall even better."

What to Expect from the New SCHEELS Location

The forthcoming SCHEELS outlet promises to offer a premium shopping experience that the brand is known for, including uniquely tailored customer experiences and a substantial selection of products. The store will house the state’s largest variety of sporting goods, footwear, and apparel all under one roof. Customers can look forward to state-of-the-art performance analysis technology and a range of specialty shops.

The Mayfair SCHEELS will feature exciting attractions, catering to families and sports lovers, alike. In addition, the store will host unique boutiques showcasing leading industry brands. Among the attractions are Fuzziwig's Candy Shop, an interactive arcade, and Ginna's Cafe, offering a wide array of specialty treats including homemade fudge and specialty coffees.

Moreover, this location aims to enhance the shopping experience with custom services provided by well-trained associates. Customers can benefit from expert fittings for golf clubs, baseball and softball equipment, and bows from certified technicians. With around 500 associates, primarily locally hired employee-owners, this store will not only be an addition to the SCHEELS family but also a significant contributor to the local job market.

A Legacy of Service and Performance

SCHEELS was founded back in 1902 when Frederick A. Scheel began with a small hardware store in Sabin, Minnesota. Since then, the brand has expanded its footprint, now boasting 34 stores across 16 states. The commitment to quality products and exceptional customer service has been a consistent hallmark of SCHEELS' operations.

As Wauwatosa prepares for the arrival of SCHEELS, local officials are optimistic about the economic impact. Wauwatosa mayor, Dennis McBride, shared his thoughts: "SCHEELS' choice of Mayfair underscores Wauwatosa's role as a key economic hub in southeastern Wisconsin. This investment strengthens our local economy and creates new opportunities for businesses and residents across the region."

As the countdown to Spring 2027 begins, SCHEELS is set to reaffirm its commitment to community engagement and sportsmanship. With its vast offerings and attentive service, the new location promises to be a true destination for shoppers in Wisconsin, enhancing the already vibrant Mayfair shopping experience for years to come.