Retailer Profile Presented by: Michael Rodriguez, Jared Waite Hyung Min Yoon

History Cabela’s was founded in 1961 as a small merchant that offered fishing flies through advertisements in national outdoor magazines. In 1963, they introduced their first catalog and gradually expanded over the next 44 years by adding additional products and new catalog titles. Building on the success of their direct business, they opened their first destination retail store in Kearney, Nebraska in 1987 to further leverage the Cabela’s brand. In 1998, they launched their online store as part of the growth of their direct business.

About The foundation of the company is its world-famous catalog business. The company produces nearly 100 different catalogs per year, including specialty books focusing on such outdoor pursuits as archery, fly-fishing and boating, as well as massive Spring and Fall Master catalogs. Internationally known as a source of affordable, high- quality outdoor equipment, Cabela's catalogs are shipped to all 50 states and 125 countries. In 2006, Cabela’s circulated over 135 million catalogs with over 86 separate titles.

About cont’d Cabela’s was built on the philosophy of building strong customer relationships and providing high quality products at a compelling value. They are a leading specialty retailer, and the world's largest direct marketer, of hunting, fishing, camping and related outdoor merchandise. Since their founding in 1961, Cabela’s has grown to become one of the most well-known outdoor recreation brands in the world, and has long been recognized as the World’s Foremost Outfitter There are 30 retail locations in the U.S., 1 in Canada, and 5 more being planned including one in Springfield at Gateway Mall. First quarter net income in 2010 was $8.1 million, up from $5.1 million a year ago.

The Cabela’s Store The stores range in size from 35,000 square feet to 247,000 square feet, including the large-format destination retail stores which are 150,000 square feet or larger. The store’s product offering consists of approximately 225,000 SKUs and includes hunting, fishing, marine and camping merchandise, apparel and accessories. Cabela’s first destination retail store opened in Their destination retail stores are known for their retailtainment, offering museum-quality wildlife displays and large aquariums. Their existing large-format destination retail stores are major tourist attractions. The stores in Kansas City, Kansas and Owatonna, Minnesota rank among the top tourist attractions in their respective states.

Cabela’s Destination Store in Hamburg, PennsylvaniaPennsylvania Their destination retail stores are known for their retailtainment, offering museum- quality wildlife displays and large aquariums. Their existing large- format destination retail stores are major tourist attractions. The stores in Kansas City, Kansas and Owatonna, Minnesota rank among the top tourist attractions in their respective states.

S.W.O.T. Analysis Strengths: Retailtainment, one stop shopping for outdoor goods, different outlets, strong brand recognition, carries a lot of popular brands, category killer on website. Weaknesses: Limited store locations, Store layout (store too big for some),Many people don’t buy, just browse the store(i.e. mall walker) Opportunities: Entertainment outlets such as television and video games, new stores can introduce them to new markets, the Oregon store will help them become a stronger brand in the north west, Cabela’s credit card, Possible a Visa markets Threats: Bass Pro Shop, mom and pop outdoor storeBassShop

Awards 2001, Cabela’s ranked 5th most popular magazine. ShotBusiness magazine's Retailer of the Year. 2006, Cabela’s website ranked #1 in the outdoor retail industry. BizRate.com Circle of Excellence Award for outstanding web site performance over the holiday season. One of the Top 100 Companies to work for in 200o. Company of the Year in Sporting Classics magazine's prestigious Awards of Excellence.

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