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Gander Mountain mails first Mail-Order catalog in 12 years

28
Aug '08
Gander Mountain, the nation's largest retail network of stores for hunting, fishing, camping, boating, marine, and outdoor lifestyle apparel and footwear, products and services, announced that it has begun a limited national distribution of its 244 page catalog to customers. The catalog marks Gander Mountain's return to direct marketing after 12 years.

The new catalog with custom artwork on the covers evokes memories of Gander Mountain catalogs from the 1960's, some of which are now collectors' items. Customers may sign up on GanderMtn.com to receive the current and future catalogs while supplies last.

The fall 2008 catalog will be the first edition from Gander Mountain since 1996 when it sold its catalog operation. The return to direct marketing allows Gander Mountain to become a true multi-channel retailer with the ability to sell products to customers in all 50 states, not just the 23 states in which its 115 retail stores are located.

"Gander Mountain titled catalogs will include a broad assortment of apparel and outdoors products that will always be available in the right size and colors," said Rick Vazquez, executive vice president of merchandising.

The size of the potential market in the outdoor lifestyle industry is estimated at $50 billion or more in annual sales. Gander Mountain's fiscal 2007 sales were approximately $969 million and the company views direct marketing via catalogs and its new e-commerce website as a significant opportunity to increase sales and profitability.

According to Gander Mountain's CEO, Mark Baker, the return to catalog sales as well as the launch of GanderMtn.com in early August completes two key objectives for Gander Mountain as the company returns to its roots in direct sales, while providing customers a whole new way to shop.

Baker said, "Gander Mountain led the way in direct marketing in 1960 and now we are back. The addition of our new website and the return of our catalog give us two additional ways to provide convenience for our customers and also welcome many more who are not able to visit one of our stores."

Gander Mountain


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