MeatEater Plants Flag in Edina, Betting on Community and Conservation

EDINA, MN – May 27, 2026 – MeatEater, the outdoor lifestyle media empire founded by personality Steven Rinella, is making a significant move from the digital screen to a physical storefront in the heart of the Midwest. The company announced it will open its third branded retail store in August 2026, planting its flag in the upscale 50th and France shopping district of Edina, Minnesota. The move signals a major step in the brand's strategy to transform its massive online following into a tangible, in-person community.

Following the launch of its headquarters store in Bozeman, MT, in 2024 and a second location near Milwaukee in 2025, the Edina store represents the next phase of an ambitious omnichannel push. It aims to be more than a place to buy gear; it's designed as an experiential hub where content, commerce, and conservation converge, bringing the rugged ethos of "deer camp" to a sophisticated urban main street.

A New Kind of Outdoor Retail Experience

In a crowded retail market, MeatEater is betting that its unique, content-first identity can carve out a dedicated space. The Edina store will not compete with big-box retailers on sheer volume, but on brand loyalty and a curated experience. It will serve as a physical showroom for MeatEater's entire ecosystem of brands, many of which are primarily known through direct-to-consumer online sales.

The store will feature a carefully selected assortment of products, including MeatEater's own branded apparel and books, alongside its portfolio of specialized companies: First Lite technical hunting apparel, FHF Gear accessories, Phelps Game Calls, and the highly-regarded Dave Smith Decoys. This "all under one roof" approach allows customers to see, touch, and test gear they have likely only seen featured on the brand's popular Netflix shows or podcasts.

"This is the next chapter in our omni-channel strategy," said MeatEater Chief Commercial Officer Kevin Eskridge in a statement. "Our stores are where the full MeatEater portfolio comes to life."

The blueprint, proven in Bozeman and Brookfield, focuses on creating a destination. The company plans to host in-store events, gear demonstrations, educational seminars, and appearances from MeatEater personalities. This strategy aims to build a local community around the store, transforming it from a transactional space into a gathering point for the region's hunters, anglers, and outdoor enthusiasts.

Tapping a Rich Minnesota Tradition

The choice of Minnesota is no accident. The state represents a core demographic for MeatEater and a powerhouse in the national outdoor economy. Outdoor recreation contributes a staggering $13.5 billion to Minnesota's economy annually, with 70% of its residents participating in outdoor activities—a rate 21% higher than the national average. Annually, the state sells approximately 500,000 hunting licenses and one million fishing licenses, creating a deep and engaged customer base.

However, the Twin Cities market is not without its challenges. The new store will enter a competitive landscape populated by national giants like REI and Cabela's, as well as the high-end SITKA Gear store at the nearby Mall of America. It will also contend with a vibrant network of beloved local and independent shops, from Trailmark Outfitters in Edina to Hoigaard's in St. Louis Park, which have built loyal followings through specialized knowledge and community service.

MeatEater's strategy appears to be one of differentiation rather than direct confrontation. By leveraging its powerful media engine and the loyal following of its personalities, the brand aims to draw in customers who already feel a part of the MeatEater world. The store is less a cold entry into a new market and more of a long-awaited physical clubhouse for an existing digital community.

More Than a Store: Conservation on Main Street

Central to the MeatEater brand and its retail strategy is a vocal commitment to wildlife conservation. The company is positioning the Edina store not just as a commercial venture, but as a local outpost for its advocacy work, aiming to bolster Minnesota's storied conservation legacy.

"Minnesota's outdoor heritage isn't an accident," said MeatEater Founder Steven Rinella. "It was built by hunters and anglers who supported conservation, did the habitat work and showed up for wildlife when it mattered. We want this store to be part of that."

This commitment is already taking tangible form through established local partnerships. MeatEater has been actively working with Sportsmen for the Boundary Waters (SFBW), a group dedicated to protecting the iconic wilderness area from mining threats. This collaboration goes beyond simple endorsement, involving on-the-ground habitat projects. Recently, members of the MeatEater team joined SFBW and the Minnesota DNR for a "Working for Wildlife Tour" volunteer event at the Pine Island Wildlife Management Area, where they planted trees and restored trails.

Lukas Leaf, Executive Director for Sportsmen for the Boundary Waters, lauded the move. "We're excited to see MeatEater investing in Minnesota and creating a space where the outdoor community can gather, connect and take action in the name of conservation," Leaf stated.

By embedding itself in local conservation issues, MeatEater aims to prove its authenticity and build deeper trust with a community that values its natural resources. The store will serve as a platform for conservation-focused programming, potentially connecting customers with local chapters of organizations like Ducks Unlimited, Pheasants Forever, and the Minnesota Deer Hunters Association, further solidifying its role as a community pillar.

The new location on 50th Street is poised to become a focal point where the brand's vast digital audience can engage with its products, personalities, and principles in the real world. For Minnesota's passionate outdoor community, it offers a new place to gather, gear up, and advocate for the wild places they cherish. The success of this brick-and-mortar venture will ultimately depend on its ability to authentically translate its digital ethos of adventure and stewardship into a compelling and lasting physical presence.