By and  on April 14, 2011

Eddie Bauer invented the down-filled jacket, outfitted the first American ascent of Mount Everest and even patented the badminton shuttlecock — and the 91-year-old company that bears his name wants consumers to know that.

“Eddie Bauer has arguably one of the richest, if not the richest, heritage stories to be told today,” said Neil Fiske, chief executive officer of the Bellevue, Wash.-based retailer that is undergoing yet another evolution of its stores, product lines and branding. The goal is to mine the company’s heritage and archives to add a shimmer of romance and luster to the brand — which has undergone two bankruptcies since 2003 — while at the same time update and modernize stores and merchandise.

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