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Tri-County Feed and Seed, located in Pana, Taylorville, and Nokomis, Illinois, has become a staple within its communities. 

Managed by Clint Epley, the business offers a range of farm and home supplies, including feed, fertilizers, gardening products, and pet essentials, all specifically designed to meet the needs of rural and agricultural customers. 

With quality products, exceptional service, and a deep agricultural legacy, this family-run business has been able to scale from one location to three. 

Learn about their journey of retail expansion and explore seven practical tips to guide you in launching your next retail location.

1. The Journey From One Store to Three

Tri-County’s story of retail expansion began with the purchase of its Pana location in 2001. By 2004, they had opened in Taylorville, and in 2006, they leased a third store in Nokomis. Clint Epley, head manager of Tri-County, knows their growth didn’t happen overnight. It was a steady evolution guided by customer demand and strategic thinking.

If you’re looking to expand, consider a phased approach. Start with a solid foundation, then expand into new areas as your customer base and resources support it. Track demand and strengthen your brand at each step, so you’re prepared to manage multiple locations effectively.

2. Strategic Proximity and Regional Market Coverage

Clint explained that the three Tri-County stores are close to each other, which makes it easy to transfer products between them. Despite the proximity, each location serves a unique audience. 

There’s a strategy for each location. Pana leads more toward retail, like dog food, cat food, and household products, while Taylorville focuses on livestock supplies for large cattle and pig operations. That specialization enhances efficiency and customer satisfaction.

For smart retail expansion, consider market coverage and regional needs to optimize your approach and maximize success. Instead of replicating your store, tailor each location based on the local population. Proximity can streamline logistics, but diversity in offerings helps you serve each community more effectively.

3. Diversification of Product Offerings

Tri-County has significantly expanded its farm and home retail sections in recent years. Clint shared that now they carry weed and feed, fertilizers, chemical sprays, and even gardening ingredients. Some of their retail items are products they’ve used on their family farm, blending personal experience with smart merchandising. This organic diversification aligns naturally with customer needs.

Retailers should always be thinking about complementary products. During retail expansion, thoughtfully broaden your offerings by adding items that align with your consumers’ lifestyles. Here are three smart strategies to guide your product expansion:

  • Start with customer-driven additions. Pay attention to the questions shoppers ask, the items they wish you had, and the products that sell out first. Let real-time feedback guide your next move because that is the most organic way to grow.
  • Rotate in limited-time seasonal items. Offering seasonal inventory keeps your selection timely and encourages repeat visits. Limited-time offers also create a sense of urgency and excitement.
  • Curate themed product bundles to increase cart size. Help your customers make easy decisions by grouping related products together. Think “starter gardening kits,” “fall prep packs,” or “new pet owner essentials.” These bundles add value and also tell a story.

These simple adjustments help expand your reach while staying aligned with what your customers value most.

4. Meeting Evolving Customer Needs 

Tri-County goes above and beyond to source specialty products, like chinchilla feed and Canadian dog food. Clint noted they can fill about 75 to 80 percent of customer requests, even when it means dealing with customs or long lead times. That commitment builds loyalty and strengthens the store’s reputation as a go-to source for hard-to-find items.

As your business grows, product flexibility becomes essential. For successful retail expansion, work with diverse suppliers and be transparent with customers about timelines and delivery expectations. If you can source what no one else does, you’ll set yourself apart in a crowded market.

5. The Art and Science of Inventory Management in Multi-Location Retail

Inventory management at Tri-County is both an art and a science. Clint relies on a blend of technology and gut instinct to keep shelves stocked with what customers need most. 

When the COVID-19 pandemic disrupted supply chains and caused key products to disappear, it forced them to rethink and adapt quickly. Still, they stayed nimble, maintained quality, and found creative ways to meet demand, proving that flexibility is just as important as planning.

Retailers managing retail expansion must refine their inventory systems. To stay efficient and adaptable, consider these strategies:

  • Utilize inventory tracking software that syncs across all locations in real-time. A centralized system ensures that every store or department has access to the same up-to-date data. This helps prevent overstocking, reduces missed sales, and enables more accurate forecasting of needs across the board.
  • Empower staff to flag low-stock or high-demand items based on daily experience. Your team is on the ground, interacting with products and customers every day. Encourage them to speak up when they notice trends, fast-moving items, or frequent customer requests.
  • Maintain a buffer for high-turnover products to reduce the impact of supply chain hiccups. For bestsellers or seasonal must-haves, keep extra inventory on hand to avoid running out at critical times. A small buffer acts as a safety net, especially when external disruptions (like shipping delays or supplier shortages) arise.

Stock consistency across locations is vital, but so is the ability to pivot during disruptions, such as supply chain delays. Be aware of the best way to handle this operationally to make sure you don’t encounter an unexpected issue with inventory. 

6. Leadership and Generational Transition in a Growing Enterprise

Clint Epley leads with grit. 

“I wouldn’t just say I’m the head manager; I help the guys out, and I like getting my hands dirty. So there’s something, not just being a manager, but being a leader and helping everybody with products in need or helping my guys out by filling in,” he explains.

His hands-on leadership keeps him connected to the day-to-day operations and strengthens team morale. That same grounded approach extends into the future of the business. With a clear succession plan already in place, Clint and his brother are preparing to carry the family legacy forward so that Tri-County stays rooted in the same values that built it.

As you scale through retail expansion, cultivate strong leadership at every level. Be present, stay involved, and prepare the next generation with both mentorship and opportunity. A clear succession plan ensures your brand survives beyond just one era.

7. Upholding Core Values During Expansion

Even with three stores, Tri-County remains committed to sourcing quality products from other family-owned businesses. Clint emphasized that customers leave his store with high-quality products that perform well. That dedication to quality hasn’t wavered, even as they’ve grown their footprint.

In any retail expansion, never lose sight of your brand’s original values. Growth should enhance your mission, not dilute it. Let your principles guide every decision as your business evolves.

Conclusion

Tri-County Feed and Seed proves that retail expansion doesn’t have to mean losing your roots. With thoughtful growth, community focus, and a commitment to quality, they’ve built a successful local business across three locations. 

Their journey offers real lessons in strategy, leadership, and customer care. If you’re ready to grow your business, their path shows that it’s possible to scale without sacrificing what matters most to you. Just make sure every new step is grounded in the values that started it all.

We Are Retail is committed to highlighting Illinois’ diverse and dynamic retailers. If you loved learning about the story of Tri-County Feed and know a retailer who deserves recognition, Nominate A Retailer!

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