That store had opened in after closing its two smaller stores in the city of Madison. Gander Outdoors stores feature a full line of products for hunting, camping, fishing, shooting and other outdoor sports.
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The average customer was a male between 40 and 45 years of age, who had an above average income and was considered a hard-core outdoor sportsman. Gander Mountain had no intention of catering to the person who was buying fuchsia jogging suits or Nike running shoes, but wanted to focus on the avid outdoorsman who was knowledgeable about hunting or fishing equipment, and who took his hobby to the extreme.
The early years of the new decade went well for Gander Mountain; in fact, some analysts would say that these few years were the best the company ever experienced. Part of this money was used to expand the company's warehouse space in Wilmot, and also to expand its nearby office facility. In , Gander Mountain reported that just over 82 percent of its total sales volume was due to catalog sales.
During the same year, the company mailed 35 million catalogs to customers in the United States, Canada, and other countries, primarily in Western Europe. Yet management was determined to increase its catalog sales, and to this end more specialized catalogs were mailed to prospective customers who favored particular sports, such as archery. According to Freitag and his executive team, carving out more specialized markets was considered crucial to the growth of the company. The peak season for Gander Mountain sales, in both retail stores and the catalog, was the months of November and December.
During those two months, the company increased the number of its employees to approximately 1,, including between 60 and 65 people working in each of its retail stores. With the infusion of new capital, management decided to retain some of the employees hired during the holiday season, in order to augment its person staff during the offseason. One of the largest employers in Kenosha County, Wisconsin, Gander Mountain management thought that an increase in the number of employees at its retail stores would help increase sales during the offseason.
Dollar for dollar, in-store sales were more profitable than catalog sales during and , and a staff that knew the details of outdoor sportsman activities was believed to help create even more sales. In the fall of , with every indicator pointing toward continuing success, Gander Mountain decided to raise prices in its general catalogs while at the same time offering fewer reduced-price products such as hunting and fishing equipment in its sales catalogs.
The reasoning behind the price increase was that profit margins had been stagnant for a number of years. More importantly, however, management did not think that its customers were price-sensitive due to the high quality of Gander Mountain merchandise. The strategy was a complete catastrophe from which the company never recovered.
By the time management was able to correct its mistake, a significant amount of damage had been done. The investment was used to expand the company's retail stores, the most recent having been built in Wausau, Wisconsin, and St. Cloud, Minnesota. In the year , the first retail store was opened by the company. By the year , the company had about stores opened in about 27 states around the USA. During the same year, the company also filed for bankruptcy as well, and thus planned to close down 32 stores.
As of the year , 69 stores were rebranded and opened again. The headquarters of the company is based in American Boulevard. The place name is Minneapolis, while the state name is Minnesota. The current area pin code is Gander Mountain is an American company that is focused on the designing and manufacturing of various kinds of equipment for fishing, hunting, going for outdoor camping, and even apparels as well.
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