Rural King
American farm and ranch supply retailer specializing in agricultural equipment, livestock supplies, and rural merchandise.
Company Type
private
Founded
1960
Headquarters
Mattoon, Illinois, USA
About Rural King
Rural King is an American farm and ranch supply retailer founded in 1960, headquartered in Mattoon, Illinois. Under CEO Alex Melvin, Rural King operates 135 stores across 13 states and reached $1 billion in total sales in 2015. The third-generation family-owned company specializes in agricultural equipment, livestock supplies, and rural merchandise, serving farming communities with comprehensive product offerings and customer service.
History of Rural King
Rural King Supply was founded on June 5, 1960, by Kermit Speer and Keith Beaird in Mattoon, Illinois. The original store was started in a former implement building of 7,200 square feet. The company started with two employees, besides the owners, and began serving the agricultural community with essential farm and ranch supplies.
Throughout the 1960s, Rural King expanded its physical presence and capabilities. In 1963, an addition to the main building was added. In 1966, a warehouse was built, and in 1970, a second addition was added to the store. The company also expanded to new locations, opening another store in Paris, Illinois, in 1962, and a Vandalia, Illinois, location in 1966 in an old building on U.S. Highway 40 East.
In 1976, a new building was finished and opened in September. In 1979, Gary Melvin, nephew of Kermit Speer, purchased an interest in Rural King, beginning the family's multi-generational leadership. Gary started working in the store, learning the products and serving customers from the ground up.
In 1982, Bruce Speer, nephew of Kermit Speer, purchased an interest in Rural King with the opening of the Litchfield, Illinois store. Bruce began as the manager of the Litchfield store and later moved to Terre Haute, Indiana, where he opened and managed that store for five years. In 1990, Bruce moved to the Mattoon corporate office to help with purchasing and expansion of Rural King stores.
A major milestone came in 1999 when a new store, warehouse, and corporate office consisting of 210,000 square feet was opened across the highway from the old store. The old store and warehouse were donated to Catholic Charities USA. The company continued expanding its facilities with a 94,000-square-foot addition to the warehouse in 2003, another 96,000 square feet in 2007, and a third warehouse expansion started in 2010 that added 104,000 square feet.
In December 2015, Rural King announced they had reached, for the first time, $1 billion in total sales, demonstrating the company's significant growth and market penetration. In 2017, Rural King purchased the Cross County Mall in Mattoon, Illinois, and in July 2018, finalized plans to move the Mattoon Rural King store location into the former Sears space to drive more traffic to the mall and other businesses in the area. The location opened January 16, 2019.
In 2022, Rural King purchased the former JCPenney anchor space at the Country Club Mall in Cumberland, Maryland, with construction starting in early 2025 and a completion date slated for October 2025, making it the company's first store in the state of Maryland. This expansion demonstrates Rural King's continued growth and commitment to serving new markets.
Brands Owned by Rural King
Rural King owns 0 brands in our database.
Rural King Ownership: Pros & Cons
Advantages
- +Third-generation family-owned company with deep agricultural market understanding
- +Strong regional presence with 135 stores across 13 states
- +Comprehensive product offerings covering all farm and ranch needs
- +$1 billion in total sales milestone demonstrating market success
- +Strong customer relationships and community engagement
- +Specialized divisions (R.K. Guns, R.K. Tractors, R.K. Talent) for diverse market segments
- +2026 revenue of $527.8 million showing strong financial performance
- +Expansion into new markets like Maryland demonstrating growth potential
Considerations
- -Competition from other agricultural retailers and big-box stores
- -Dependence on agricultural market conditions and farm spending
- -Economic sensitivity affecting rural customer purchasing power
- -Supply chain challenges for agricultural products and equipment
- -Seasonal fluctuations in agricultural retail demand
- -Regulatory compliance requirements for firearms and agricultural chemicals
- -Geographic concentration in Midwest limiting diversification
- -Need to maintain relevance as agricultural practices evolve
Frequently Asked Questions About Rural King
Is Rural King owned by another company?
No, Rural King is an independent, privately held company. The company is owned by the Speer and Melvin families and operates as a third-generation family-owned business without any parent organization or controlling shareholder.
Is Rural King publicly traded?
No, Rural King is not publicly traded. The company operates as a privately held retailer, maintaining family ownership and control since its founding in 1960.
Who owns Rural King?
Rural King is owned by the founding families through third-generation leadership. The company was founded by Kermit Speer and Keith Beaird, with current leadership including family members Gary Melvin (nephew of Kermit Speer) and Bruce Speer (nephew of Kermit Speer), maintaining family ownership and operational independence.
When was Rural King founded?
Rural King was founded on June 5, 1960, by Kermit Speer and Keith Beaird in Mattoon, Illinois. The company has over 60 years of farm and ranch supply retail history and has grown from a single 7,200-square-foot store to 135 locations across 13 states.
Who founded Rural King?
Rural King was founded by Kermit Speer and Keith Beaird, neighboring farmers who established the company to provide essential goods and supplies to rural communities in Mattoon, Illinois, starting with a former implement building and just two employees besides the owners.
What is Rural King's market position?
Rural King holds a position as a leading farm and ranch supply retailer in the United States, serving farmers and rural communities across 13 states. The company reached $1 billion in total sales in 2015 and reported 2026 revenue of $527.8 million, demonstrating strong market position in the agricultural retail sector.
How many stores does Rural King have?
Rural King operates 135 stores across 13 states including Florida, Georgia, Illinois, Indiana, Kentucky, Tennessee, Ohio, Michigan, Missouri, North Carolina, Pennsylvania, Virginia, and West Virginia, with the company continuing to expand into new markets like Maryland.
What products does Rural King sell?
Rural King sells work clothing and work boots, equine and pet supplies, live chicks and rabbits, hunting/fishing equipment and supplies, firearms and ammunition, tractor/trailer parts and accessories, lawn and garden supplies, sprinkler/irrigation parts, power tools, fencing, welding and pump supplies, agricultural chemicals, toys, and many other farm and home supplies.
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