As Gander Mountain continues to liquidate stores and inventory following a bankruptcy earlier this year, the outdoor retailer will keep some of its units open and bolster its e-commerce efforts. As part of the repositioning, the company is also renaming itself “Gander Outdoors” and has turned to its loyal customers to help design the new logo.
In a contest that has generated more than 5,000 submissions, the retailer will announce the winning design at the end of the week. The company is also soliciting ideas for new products as well as asking consumers to suggest products and brands to carry. Gander Mountain is using social media, including Facebook, to keep consumers up to date on the progress of its turnaround.
Logo submissions are being touted on gandermountain.com and include designs featuring forests, streams, tents, paddles, geese and mountain landscapes as well as abstract versions of these outdoor subjects.
On the web site, the company urges shoppers to visit Camping World and Overton’s while Gander Mountain wraps up its “Going Out of Business” sale. And the retailer’s marketing message to consumers is straightforward: “We love the outdoors. You love the outdoors. Our vision is simple. We will be your hometown outfitter — offering the best gear for all your outdoor needs, at the best value.”
Gander Mountain was bought by Camping World in an auction. Camping World’s chairman and chief executive officer is Marcus Lemonis, who is the star of the CNBC TV show, “The Profit.” He also operates the Marcus Lemonis Fashion Group, which has been acquiring small boutique apparel retailers and creating economies of scale on product sourcing and development with the goal of boosting gross margins while maintaining the resort-town and Main Street aspects of the stores.
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