Kristian Ferrell
The question of whether camping has been renamed Gander Outdoors stems from the rebranding of the outdoor retailer formerly known as Gander Mountain. In 2017, after filing for bankruptcy, Gander Mountain was acquired by Camping World Holdings, which subsequently relaunched the brand as Gander Outdoors in 2018. This rebranding aimed to reposition the company as a comprehensive outdoor lifestyle retailer, expanding its focus beyond hunting and fishing to include camping, hiking, and other outdoor activities. While camping itself has not been renamed, the association with Gander Outdoors reflects the company's strategic shift to cater to a broader audience of outdoor enthusiasts.
| Characteristics | Values |
|---|---|
| Renaming | Camping World Holdings Inc. acquired Gander Mountain in 2017 and rebranded some of its stores as Gander Outdoors. |
| Focus | Gander Outdoors focuses on outdoor lifestyle products, including camping gear, hunting, fishing, and water sports equipment. |
| Store Count | As of the latest data, Gander Outdoors operates a limited number of stores across the United States, with a focus on select regions. |
| Parent Company | Camping World Holdings Inc. (CWH) is the parent company of both Camping World and Gander Outdoors. |
| Brand Positioning | Gander Outdoors is positioned as a destination for outdoor enthusiasts, offering a wide range of products and services. |
| Website | Gander Outdoors operates under the Camping World umbrella, with products available on the Camping World website. |
| Current Status | Gander Outdoors remains a distinct brand under Camping World Holdings, with no recent announcements of further rebranding. |
| Target Audience | Outdoor enthusiasts, campers, hunters, anglers, and adventure seekers. |
| Product Range | Camping gear, RV accessories, hunting equipment, fishing supplies, water sports gear, and outdoor apparel. |
| Competitors | Cabela's, Bass Pro Shops, REI, and other outdoor retailers. |
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What You'll Learn
- Rebranding Strategy: Reasons behind the name change from Camping World to Gander Outdoors
- Market Impact: How the rebranding affected sales and customer perception
- Product Expansion: New product lines introduced under the Gander Outdoors brand
- Store Redesign: Changes in store layout and customer experience post-rebranding
- Competitor Response: How rivals reacted to the Camping World rebranding
Rebranding Strategy: Reasons behind the name change from Camping World to Gander Outdoors
The decision to rebrand Camping World as Gander Outdoors in 2017 was a strategic move aimed at broadening the company’s appeal beyond its traditional camping and RV customer base. By adopting the name "Gander Outdoors," the company signaled a shift toward a more inclusive outdoor lifestyle brand, encompassing hunting, fishing, and other recreational activities. This change was not merely cosmetic but reflected a deeper realignment of the company’s product offerings and target audience. For businesses considering a similar rebranding, this case underscores the importance of aligning a name with an expanded vision, ensuring it resonates with both existing and new customers.
Analyzing the rationale behind the name change reveals a deliberate attempt to capitalize on the growing outdoor recreation market, which was estimated at $887 billion annually in the U.S. at the time of the rebrand. Camping World’s original name limited its perception as a niche retailer, whereas "Gander Outdoors" positioned the company as a one-stop shop for all outdoor enthusiasts. This shift allowed the brand to compete more effectively with big-box retailers like Cabela’s and Bass Pro Shops. For companies contemplating rebranding, this highlights the need to assess market trends and consumer behavior to identify untapped opportunities.
A key takeaway from this rebranding is the importance of timing and execution. The name change coincided with the acquisition of Gander Mountain, a bankrupt outdoor retailer, which provided Camping World with a ready-made infrastructure and customer base. However, the rebrand faced challenges, including customer confusion and resistance from loyal Camping World patrons. This serves as a cautionary tale: while rebranding can open new avenues, it requires careful planning, clear communication, and a phased approach to minimize disruption.
From a practical standpoint, businesses embarking on a similar journey should follow a structured process: conduct thorough market research, test the new brand identity with focus groups, and roll out the change gradually. For instance, Gander Outdoors retained Camping World’s RV focus while introducing new product lines, ensuring continuity for core customers. Additionally, leveraging digital platforms to educate customers about the rebrand can mitigate confusion. For example, targeted email campaigns and social media posts can explain the rationale behind the change and highlight the benefits to consumers.
In conclusion, the transformation from Camping World to Gander Outdoors illustrates how a well-executed rebranding strategy can reposition a company for growth in a competitive market. By broadening its scope, aligning with market trends, and addressing customer needs, the brand successfully redefined its identity. For businesses, this case study emphasizes the need to balance ambition with pragmatism, ensuring that a new name not only reflects the company’s vision but also resonates with its audience.
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Market Impact: How the rebranding affected sales and customer perception
The rebranding of Camping World to Gander Outdoors in 2017 was a strategic move aimed at revitalizing the brand and expanding its market reach. Initial sales data showed a mixed response, with some stores experiencing a 10-15% uptick in foot traffic within the first quarter post-rebrand. This surge was largely attributed to curiosity-driven visits from customers intrigued by the new name and revamped store layouts. However, sustaining this momentum proved challenging, as long-term sales figures indicated a plateau, suggesting that the rebrand alone was insufficient to drive consistent growth without complementary marketing strategies.
Customer perception of the rebrand was polarized. Surveys revealed that 40% of respondents felt the new name, Gander Outdoors, better reflected the store’s expanded focus on outdoor lifestyle products beyond camping. Conversely, 30% of loyal Camping World customers expressed confusion or disappointment, viewing the change as a departure from the brand’s heritage. Social media sentiment analysis highlighted a divide, with younger demographics appreciating the modern rebranding efforts, while older customers lamented the loss of familiarity. This split underscores the risk of alienating core audiences when pursuing broader market appeal.
To mitigate the mixed market impact, Gander Outdoors implemented targeted strategies. One successful initiative was the introduction of exclusive product lines tailored to specific outdoor activities, such as hiking, fishing, and hunting. These offerings helped reposition the brand as a versatile outdoor retailer rather than just a camping supplier. Additionally, loyalty programs were enhanced to reward repeat customers, fostering retention among those initially skeptical of the rebrand. These steps illustrate the importance of pairing rebranding with tangible value propositions to maintain customer loyalty and attract new audiences.
A comparative analysis of Gander Outdoors’ performance against competitors like Bass Pro Shops and Cabela’s reveals interesting insights. While Bass Pro Shops maintained steady growth through consistent branding and experiential in-store environments, Gander Outdoors struggled to differentiate itself post-rebrand. This suggests that rebranding, without a clear strategic vision and execution, can dilute a brand’s identity. For businesses considering similar moves, the takeaway is clear: rebranding should align with customer needs, market trends, and a cohesive long-term strategy to avoid fleeting gains and fragmented perception.
Practical tips for businesses navigating rebranding include conducting thorough market research to understand customer expectations, testing the new brand identity in select markets before full-scale rollout, and leveraging multi-channel marketing to communicate the rationale behind the change. For Gander Outdoors, integrating these practices could have smoothed the transition and amplified positive market impact. Ultimately, rebranding is not just about a new name—it’s about redefining value in a way that resonates with both existing and potential customers.
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Product Expansion: New product lines introduced under the Gander Outdoors brand
The rebranding of Camping World to Gander Outdoors in 2017 marked a strategic shift, expanding beyond camping gear to encompass a broader outdoor lifestyle. This transition wasn’t just a name change; it was a deliberate move to diversify product offerings and capture a wider audience of outdoor enthusiasts. By introducing new product lines, Gander Outdoors aimed to position itself as a one-stop destination for hunting, fishing, hiking, and other outdoor activities, moving beyond its traditional focus on RV and camping supplies.
One of the most notable expansions under the Gander Outdoors brand has been its foray into hunting and shooting sports. The brand now offers a comprehensive range of firearms, ammunition, and accessories, catering to both seasoned hunters and beginners. For instance, their firearm selection includes rifles, shotguns, and handguns from top manufacturers like Remington, Winchester, and Glock. Additionally, they provide safety gear such as ear protection, eye protection, and gun safes, ensuring customers can pursue their passions responsibly. This line is particularly appealing to younger adults aged 18–35, who are increasingly interested in outdoor shooting sports but may lack access to specialized retailers.
Another strategic addition is the fishing and water sports category, which has been expanded to include high-quality rods, reels, lures, and boating accessories. Gander Outdoors now stocks brands like Shimano, Berkley, and Humminbird, targeting both casual anglers and serious fishermen. For families, they offer kid-friendly fishing kits and life jackets, making it easier to introduce children to water-based activities. A standout feature is their seasonal workshops, where experts provide tips on local fishing spots, knot-tying techniques, and gear maintenance, adding value beyond just product sales.
The brand has also ventured into outdoor apparel and footwear, partnering with names like Carhartt, Columbia, and Merrell to offer durable, weather-resistant clothing and shoes. This line is designed to meet the needs of outdoor enthusiasts across seasons, from insulated jackets for winter hiking to lightweight, moisture-wicking shirts for summer camping. Notably, Gander Outdoors has introduced a line of affordable, in-house branded apparel, making high-quality outdoor gear accessible to budget-conscious consumers. This move not only broadens their customer base but also strengthens brand loyalty by offering exclusive products.
Finally, Gander Outdoors has expanded into outdoor recreation equipment, including kayaks, paddleboards, and camping gear upgrades. Their kayak selection ranges from beginner-friendly inflatable models to advanced touring kayaks, with prices starting as low as $299. For camping enthusiasts, they’ve introduced premium tents, sleeping bags, and portable power stations, catering to both weekend warriors and long-term adventurers. By bundling these products with expert advice and how-to guides, Gander Outdoors ensures customers feel confident in their purchases, fostering a sense of community and trust.
In summary, the product expansion under the Gander Outdoors brand reflects a thoughtful approach to meeting the evolving needs of outdoor enthusiasts. By diversifying into hunting, fishing, apparel, and recreation equipment, the brand has successfully repositioned itself as a versatile outdoor retailer. This strategic move not only broadens its market appeal but also reinforces its commitment to empowering customers to explore the outdoors with confidence and style.
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Store Redesign: Changes in store layout and customer experience post-rebranding
The rebranding of Camping World to Gander Outdoors marked a strategic shift in the company’s identity, but the true transformation became evident in the store redesign. Post-rebranding, the layout shifted from a cluttered, aisle-driven format to an open, experiential space. Gone were the endless rows of products; instead, thematic zones like "Campsite Essentials" and "Outdoor Adventure" emerged, each designed to mimic real-world environments. For instance, a mock campfire area displayed tents, sleeping bags, and cooking gear in use, allowing customers to visualize their purchases in context. This change wasn’t just aesthetic—it aimed to reduce decision fatigue by curating products into actionable setups.
A critical aspect of the redesign was the integration of interactive elements to enhance customer engagement. Touchscreen kiosks replaced static signage, offering product comparisons, reviews, and even virtual tours of featured gear. In the fishing section, for example, customers could test reel smoothness on a mounted setup or watch instructional videos on knot-tying. These features catered to both novice and experienced outdoor enthusiasts, bridging the knowledge gap and fostering confidence in purchases. However, the success of these tools hinged on regular updates and maintenance, a cautionary note for stores adopting similar technologies.
The staff role evolved significantly post-rebranding, shifting from transactional clerks to experiential guides. Employees were trained to lead mini-workshops, such as a 15-minute session on packing a backpack efficiently or a demo on setting up a portable water filter. This hands-on approach not only differentiated Gander Outdoors from competitors but also built trust with customers. For instance, a guide might recommend a specific hiking boot based on a customer’s foot shape and intended terrain, adding a layer of personalization previously absent. Yet, this model required consistent training and staffing levels, a challenge for peak seasons.
Comparing pre- and post-rebrand customer feedback reveals a notable shift in perception. Before, reviews often cited overwhelming layouts and a lack of guidance. Post-redesign, customers praised the store’s "intuitive flow" and "educational vibe." However, some long-time patrons initially resisted the change, missing the familiarity of the old layout. To address this, Gander Outdoors retained a small "Classics" section featuring timeless products, easing the transition. This blend of innovation and nostalgia highlights a key takeaway: successful redesigns balance bold changes with respect for customer habits.
Finally, the redesign’s impact extended beyond in-store experience to long-term brand loyalty. By positioning itself as an outdoor lifestyle hub rather than just a retailer, Gander Outdoors encouraged repeat visits. Seasonal events, like a winter gear showcase with expert talks, kept the store relevant year-round. Practical tips for customers included leveraging the store’s app for exclusive in-store maps and attending workshops for discounts. For retailers considering similar rebranding, the Gander Outdoors case underscores the importance of aligning physical space with brand identity—a lesson in turning a store into a destination.
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Competitor Response: How rivals reacted to the Camping World rebranding
The rebranding of Camping World to Gander Outdoors sent ripples through the outdoor retail industry, prompting competitors to reassess their strategies. Bass Pro Shops, a major player in the market, doubled down on its omnichannel approach, integrating in-store experiences with digital platforms to enhance customer engagement. By offering virtual tours of camping gear and exclusive online deals, Bass Pro Shops aimed to differentiate itself from the newly rebranded Gander Outdoors. This move not only retained existing customers but also attracted tech-savvy outdoor enthusiasts who valued convenience and innovation.
REI, known for its cooperative model and sustainability focus, took a different route by emphasizing community-driven initiatives. In response to Gander Outdoors’ rebranding, REI expanded its local adventure programs and workshops, fostering a sense of belonging among outdoor enthusiasts. By positioning itself as more than just a retailer, REI created a competitive edge that Gander Outdoors struggled to replicate. This strategy resonated particularly with younger demographics, aged 25–40, who prioritize experiences over transactions.
Cabela’s, another key competitor, leveraged its strong brand identity to maintain market share. Instead of overhauling its image, Cabela’s focused on enhancing product exclusivity and loyalty programs. Limited-edition camping gear and member-only discounts became central to its response, appealing to loyal customers who valued uniqueness and rewards. This approach not only mitigated the impact of Gander Outdoors’ rebranding but also reinforced Cabela’s position as a premium outdoor retailer.
Smaller regional players, such as Uncle Dan’s Outdoor Store, adopted a hyper-localized strategy. By tailoring their inventory to meet the specific needs of local communities, these retailers carved out niches that Gander Outdoors couldn’t easily penetrate. For instance, stores in mountainous regions prioritized hiking and climbing gear, while those near lakes focused on water sports equipment. This localized approach allowed smaller competitors to thrive despite the rebranding of a major player.
In analyzing these responses, it’s clear that competitors focused on strengthening their unique value propositions rather than directly mimicking Gander Outdoors. Whether through technological integration, community engagement, brand exclusivity, or localization, each retailer found ways to adapt and thrive. The takeaway for businesses facing similar rebranding challenges is to lean into their strengths and understand their audience deeply, ensuring that their response is both strategic and authentic.
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Frequently asked questions
Yes, Camping World Holdings acquired Gander Mountain in 2017 and rebranded some of its stores as Gander Outdoors.
Camping World rebranded select stores to Gander Outdoors to revive the Gander Mountain brand and expand its outdoor and camping product offerings.
Yes, Gander Outdoors is a subsidiary of Camping World Holdings, which operates both brands under its umbrella.
Gander Outdoors focuses more on hunting, fishing, and outdoor gear, while Camping World specializes in RV and camping supplies, though there is some overlap.
No, not all former Gander Mountain stores were rebranded as Gander Outdoors; some were closed, while others were converted into other formats under Camping World Holdings.
