Town of Brookfield, WI — MeatEater, Inc. (“MeatEater”), one of America’s leading outdoor lifestyle and consumer products companies, is proud to announce the opening of its second MeatEater-branded retail store, at The Corners of Brookfield shopping center, outside of Milwaukee. The store will open in early fall, with a grand opening date and associated events to be announced.
Following the successful launch of its first, Flagship store in its headquarters of Bozeman, MT in 2024, the Milwaukee location marks MeatEater’s next step in connecting directly with its growing community of hunters, anglers, and conservation-minded outdoor adventurers. This immersive retail experience will bring together MeatEater’s content-driven storytelling, high-performance gear, and a deep respect for the natural world. This new location also joins the MeatEater family’s First Lite Flagship store, which opened in Hailey, ID in 2022.
“This isn’t just another sporting goods store,” said MeatEater Founder and Chief Creative Officer Steve Rinella. “It’s a place for folks who prepare, persist, and respect the hunt. We’re proud to build a space where you come to swap stories, learn something new, and gear up for whatever’s next. Opening this store in Wisconsin, where the hunting and fishing tradition runs so deep, feels like a natural fit.”
The 3,700 square foot store will feature a curated assortment of gear from MeatEater’s full brand portfolio—including First Lite (technical hunting apparel), FHF Gear (hunting, fishing, and tactical accessories), Phelps Game Calls, and Dave Smith Decoys—alongside exclusive products including from partner brands, in-store events, and educational workshops tailored to local hunters and anglers. Visitors can also expect appearances from MeatEater personalities, along with gear demos and seasonal programming aligned with the Midwest hunting calendar.
“This store represents the next chapter in our omni-channel strategy,” said MeatEater Chief Commercial Officer Kevin Eskridge. “We’ve seen how powerful it is when our content, commerce, and community come together in one physical space. The Milwaukee store allows us to better serve our existing fans while introducing new customers to the values and performance-driven products that define our brands.”
Located at 340 N Lord Street in the Town of Brookfield, the store sits just 20 minutes from downtown Milwaukee and is surrounded by a vibrant network of public and private hunting lands and abundant lakes and rivers. The local retail team will partner with local conservation groups, outdoor educators, and regional guides to ensure the space serves as more than a storefront—it will be a true hub for the Wisconsin hunting community.
“We’re thrilled to welcome MeatEater to The Corners,” said Robert Gould, CEO of Brookfield Corners, LLC. “Their passion for the outdoors and community perfectly align with our vision to create a destination that’s both unique and connected to our customers’ desires. With Wisconsin’s deep-rooted hunting and outdoor heritage, this is the ideal location to bring the success of MeatEater’s flagship to the Midwest — and we’re proud to be the first town center in the nation to do so.”
For more details and updates, please visit www.themeateater.com/stores and follow @meateater on Instagram.
