Family-owned retailer continues growth with its fifth Wisconsin location
Theisen’s Home•Farm•Auto, a family-owned and operated retailer founded in 1927, is proud to announce the opening of its newest store in Neenah, Wisconsin. The store is scheduled to open to customers in Spring 2026, marking Theisen’s fifth location in Wisconsin and twenty-sixth overall, serving Iowa and Wisconsin.The store is scheduled to open to customers in the Spring of 2026, marking Theisen’s fifth location in Wisconsin and twenty-sixth overall, serving Iowa and Wisconsin.
With ninety-eight years in business and four generations of family leadership, Theisen’s continues to grow by staying true to the values that have guided the company from the beginning: Customer First, One Connected Team, and We Give Back. These principles shape the experience in every store and every community Theisen’s enters. As CEO Emeritus Jim Theisen often said, “People buy from people, not companies,” a reminder that service and relationships remain at the heart of the business.
The new store will open in the former Krueger’s True Value building at 999 Winneconne Avenue, a site owned and operated by the Krueger and Webb families for more than 150 years. As the family transitions into retirement, they expressed their excitement about seeing the property’s legacy continue with another long-standing family business.
“We are thrilled that Theisen’s decided to open in our community,” said Brian Webb, representing the Krueger and Webb families. “Both of our families share the same values and philosophy when it comes to putting the customer first. It is a great fit for the community, and we know Theisen’s will be very successful here.”
The building includes a 44,683-square-foot main structure and a 10,500-square-foot attached pole shed. Theisen’s will remodel the full interior after the first of the year, creating an updated sales floor, new office areas, expanded warehouse space, and a refreshed customer experience.
“We are excited to bring Theisen’s to Neenah,” said Tony Theisen, President and CEO. “This community is a great match for our home farm auto and pet offering. With our family’s long history in the business and our commitment to putting customers first, we look forward to serving Neenah for many years to come.”
About Theisen’s Home•Farm•Auto
Theisen’s Home•Farm•Auto is a family-owned retailer dedicated to providing high-quality products for home, farm, auto, pets, and outdoor living. Known for legendary customer service and deep community roots, Theisen’s continues to grow to better serve customers across the Midwest. Theisen’s is committed to giving back to the communities it serves through the More For Your Community grant program — donating over $4.6 million to local initiatives since 2009.