# Rogers Equity Group XI Acquired 399,273 Square Feet of Barr Storage in Oshkosh, Wisconsin, Rebranding as Storage Lion in October 2026

> Marcus and Millichap broker Sean Delaney marketed a hybrid storage-and-warehouse campus in a StorTrack panel showing 13.36 square feet per capita. The buyer gets subdivision optionality on a 1990-vintage site with 42,000-plus vehicles per day on I-41.

- URL: https://www.yourcaio.co/news/rogers-equity-storage-lion-oshkosh-acquisition-october-2026
- Published: 2026-10-30
- Author: David Cartolano (https://www.yourcaio.co/about)
- Category: Acquisitions
- Tags: Rogers Equity Group, Storage Lion, Oshkosh Wisconsin, Flex Warehouse, Marcus and Millichap
- Source: [List Self Storage](https://listselfstorage.com/us/industry-insights/weekly-self-storage-transaction-roundup-10-21-26-10-28-26/)

## Key Takeaways

- Rogers Equity Group XI acquired Barr Storage and Flex Warehousing, now operating as Storage Lion, at 1375 Planeview Drive, Oshkosh, Wisconsin, totaling 399,273 square feet on more than 78 acres, per List Self Storage's October 28, 2026 weekly roundup.
- The campus includes non-climate and climate-controlled self-storage, outdoor parking, and flex warehouse space with grade-level drive-in doors and dock-high loading, built in 1990 and prepared for potential future subdivision of warehouse and storage components.
- Marcus and Millichap's Sean Delaney brokered the sale; List Self Storage cites Interstate 41 traffic exceeding 42,000 vehicles per day and a fundamentally under-supplied Oshkosh market in the listing narrative.
- StorTrack metrics published with the deal show 13.36 square feet per capita, 25 stores in the snapshot market, walk-in averages of $1.22 per square foot, and median income of $76,300 on a population base of 73,900.
- The Oshkosh trade appeared in the same October 21-28, 2026 window as [Public Storage's $9.4 million Camas tuck-in](https://www.yourcaio.co/news/public-storage-camas-washington-nsa-9-4-million-october-2026) and [SW Group's first out-of-state CubeSmart buy in Canton, Ohio](https://www.yourcaio.co/news/sw-group-cubesmart-canton-ohio-first-out-of-state-october-2026).

Rogers Equity Group XI acquired **399,273 square feet** of **Barr Storage and Flex Warehousing** at **1375 Planeview Drive in Oshkosh, Wisconsin**, rebranding the campus as **Storage Lion**, per **List Self Storage's October 28, 2026** transaction roundup. The **78-acre** site mixes climate-controlled and drive-up storage, outdoor parking, and **flex warehouse** space with dock-high and grade-level doors.

The trade is a **hybrid industrial-storage bet** in a StorTrack panel showing **13.36 square feet per capita**, not a suburban climate-controlled tuck-in like [SW Group's Canton, Ohio, CubeSmart buy](https://www.yourcaio.co/news/sw-group-cubesmart-canton-ohio-first-out-of-state-october-2026) the same week. It also contrasts with REIT integration trades such as [Public Storage's $9.4 million Camas acquisition from NSA](https://www.yourcaio.co/news/public-storage-camas-washington-nsa-9-4-million-october-2026).

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## What Did List Self Storage Report About the Oshkosh Transaction?

List Self Storage logged the deal in its **October 21 through October 28, 2026** roundup. Reported fields include:

| Field | Reported detail |
|------|-----------------|
| Address | 1375 Planeview Drive, Oshkosh, WI 54904 |
| Buyer | Rogers Equity Group XI |
| Prior name | Barr Storage and Flex Warehousing |
| Operating brand | Storage Lion |
| Size | 399,273 SF on 78+ acres |
| Vintage | Built 1990 |
| Broker | Marcus and Millichap (Sean Delaney) |

The listing emphasizes **subdivision optionality**: the seller prepared the site so warehouse and self-storage components could be separated later. That structure appeals to buyers who want **operating cash flow today** and **capital markets optionality tomorrow**.

List Self Storage notes **Interstate 41** traffic **exceeding 42,000 vehicles per day** and describes Oshkosh as **fundamentally under-supplied** for the product mix on site.

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## What Do StorTrack Metrics Show for Oshkosh?

StorTrack data attached to the List Self Storage entry frames competitive pricing:

| StorTrack snapshot | Value |
|------|------|
| Square feet per capita | 13.36 |
| Total stores (snapshot) | 25 |
| Walk-in average / SF | $1.22 |
| Online average / SF | $1.12 |
| Walk-in climate-controlled / SF | $1.66 |
| Population | 73,900 |
| Median income | $76,300 |

Walk-in climate-controlled averages **$1.66** per square foot while non-climate walk-ins sit at **$0.67**, a wide spread that rewards operators who can meter product mix on a large campus. National advertised rates still fell **1.8%** year over year in September 2026, per [Yardi Matrix's October report](https://www.yourcaio.co/news/yardi-matrix-october-2026-advertised-rates-1-8-percent-september-2026), so local rate panels matter more than macro headlines.

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## Why Does Flex Warehouse Matter in a Storage Acquisition?

Pure-play self-storage buyers underwrite rentable square feet and ECRI cadence. **Flex warehouse** adds dock doors, clear heights, and tenant improvement cycles that look more like industrial than storage.

Rogers Equity Group is buying:

- **Scale** on one parcel (**399,273 SF**)
- **Traffic** exposure on **I-41**
- **Product diversification** across storage, parking, and warehouse
- **Future subdivision** without immediate capital destruction

Compare that profile to **Marcus and Millichap's $2.4 million Crosby Storage sale in Janesville, Wisconsin**, logged the same roundup week at **49,750 square feet** and **nearly 100% occupancy** with below-market rents. Janesville is a classic rate-gap play; Oshkosh is a **platform-scale land play** with industrial adjacency.

Midwest liquidity is active in October 2026: [Equicap's Waukegan mini-storage trade](https://www.yourcaio.co/news/equicap-hp-mini-storage-waukegan-october-2026) and regional fund buyers continue to close while [CubeSmart posts 2.1% same-store NOI growth](https://www.yourcaio.co/news/cubesmart-q3-2026-earnings-guidance-october-2026) on the public side.

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## What Should Operators Take From the Storage Lion Close?

Independent operators near Planeview Drive should expect **professional capital** on a **1990 vintage** site with rebrand dollars behind it. **78 acres** also leaves room for **RV and boat parking** expansions without new entitlements if zoning allows.

Developers should note List's **under-supplied** language against **13.36 SF/capita**. That is not Sun Belt **20+ SF/capita** oversupply territory, but it is also not a single rural value-add trade like [Versal's La Grange, Texas, sale](https://www.yourcaio.co/news/versal-a-prime-self-storage-la-grange-wiicre-october-2026) in the same tape.

Brokers marketing hybrid assets should lead with **traffic counts, dock counts, and subdivision rights**, not only occupancy and ECRI history. Rogers Equity Group XI's buy shows buyers exist for **warehouse-storage combinations** when the highway frontage and acreage support multiple exit paths.

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## The Numbers Worth Writing Down

- **399,273 SF** on **78+ acres**, 1375 Planeview Drive, Oshkosh, WI
- Buyer: **Rogers Equity Group XI**; brand: **Storage Lion**
- Built **1990**; flex warehouse plus storage and outdoor parking
- **I-41** cited at **42,000+ VPD**
- StorTrack: **13.36** SF/capita; **25** stores; **$1.22** walk-in avg/SF
- Broker: **Marcus and Millichap** (Sean Delaney)
- Same roundup week as [Camas PSA/NSA sale](https://www.yourcaio.co/news/public-storage-camas-washington-nsa-9-4-million-october-2026) and [Canton SW Group buy](https://www.yourcaio.co/news/sw-group-cubesmart-canton-ohio-first-out-of-state-october-2026)

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## Hybrid Assets Still Find Buyers

The Oshkosh close proves **October 2026 deal flow** is not only REIT integration and Sun Belt lease-up stories. A **399,273-square-foot** campus with **warehouse DNA** traded while national REITs argued over **online rate cuts** and **same-store NOI**.

If you own flex-storage combinations along major Midwest interstates, the Storage Lion trade is your comp for **scale and optionality**, not cap rate on the storage component alone. Price undisclosed does not mean demand absent; it means **private buyers** still compete when the product is irreplaceable on the map.

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## Sources

- [Weekly Self Storage Transaction Roundup: 10/21/26 – 10/28/26](https://listselfstorage.com/us/industry-insights/weekly-self-storage-transaction-roundup-10-21-26-10-28-26/), List Self Storage, October 28, 2026
- [Public Storage Camas Washington NSA Sale](https://www.yourcaio.co/news/public-storage-camas-washington-nsa-9-4-million-october-2026), Your CAIO, October 2026
- [SW Group CubeSmart Canton Ohio Acquisition](https://www.yourcaio.co/news/sw-group-cubesmart-canton-ohio-first-out-of-state-october-2026), Your CAIO, October 2026
- [CubeSmart Q3 2026 Earnings](https://www.yourcaio.co/news/cubesmart-q3-2026-earnings-guidance-october-2026), Your CAIO, October 2026
- [Yardi Matrix October 2026 Advertised Rates](https://www.yourcaio.co/news/yardi-matrix-october-2026-advertised-rates-1-8-percent-september-2026), Your CAIO, October 2026

## Frequently Asked Questions

### Who bought Barr Storage in Oshkosh, Wisconsin, in October 2026?

Rogers Equity Group XI acquired Barr Storage and Flex Warehousing at 1375 Planeview Drive in Oshkosh, Wisconsin, per List Self Storage's October 28, 2026 transaction roundup. The property is rebranding as Storage Lion. Marcus and Millichap broker Sean Delaney represented the transaction.

### How large is the Storage Lion Oshkosh property?

The asset totals 399,273 square feet on more than 78 acres, combining self-storage, outdoor parking, and flex warehouse space. List Self Storage describes grade-level drive-in doors, dock-high loading, and a 1990 construction date with potential to subdivide warehouse and storage components in the future.

### What market data surrounds the Oshkosh acquisition?

StorTrack data in the List Self Storage listing shows 13.36 square feet per capita, 25 facilities in the snapshot, walk-in averages of $1.22 per square foot, online averages of $1.12, and median income of $76,300. The site sits along Interstate 41 with cited traffic above 42,000 vehicles per day.

### Was a sale price disclosed for the Oshkosh Storage Lion deal?

List Self Storage's October 28, 2026 roundup does not publish a sale price or closing date for the Oshkosh transaction. The entry documents buyer, seller asset name, square footage, acreage, product mix, and broker attribution, consistent with many private-market trades in the weekly roundup.

### How does the Oshkosh deal compare to other October 2026 acquisitions?

At 399,273 square feet, the Oshkosh campus is larger than most single-asset self-storage trades in the same roundup, including Camas at 43,000 square feet and Canton at 107,335 square feet. The flex-warehouse component differentiates it from pure-play storage closings like Versal's La Grange value-add sale.

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Cite as: David Cartolano, "Rogers Equity Group XI Acquired 399,273 Square Feet of Barr Storage in Oshkosh, Wisconsin, Rebranding as Storage Lion in October 2026," YourCAIO.co, 2026-10-30, https://www.yourcaio.co/news/rogers-equity-storage-lion-oshkosh-acquisition-october-2026