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‍Background

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Started as a single counter selling fishing lures in the backroom of a gas station in Wilmot, WI they eventually expanded as a catalog brand.

Well-illustrated catalogs grew the business.

The products were well made and dedicated responsible outdoor adventuring for food.

Fishing, camping, hunting, archery, outdoor gear targeted to "up north" kinds of sports.

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Exterior of an outdoor retail store located in a rural American town.

Under new ownership and amid a busy period for outdoor retailers.

Built a program of box stores for a new retail directive.

Sporting goods are a highly localized assortment and require local sporting experts, guides, and service techs.

To be relevant the assortment needs tailoring to the local terrain and seasons.

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Fixtures for flexibility, speed, and ruggedness.

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Streamline fixture design specifications and clean up the FF&E purchasing program across 20+ vendors.

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Develop new fixtures and retail shops as needed.

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Retail interior featuring shoppers in a Fishing department. Retail fixtures include a bait-casting reel demo display, and stand-alone fishing rod racks.

Design Challenges

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The outdoor customer is seasonal by nature requiring frequent seasonal changeovers.

High turnover and floor-plan changes require full store teams and demand hard use of the store fixtures.

Extremely aggressive construction schedules with constantly evolving deadlines.

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Design Insight

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Life on the sales floor is tough and there are design ideas that can make it better.

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Seasonal product assortments require an interchangeable set of parts that are easy to move and remerchandise quickly.

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It's possible to have high-touch Interactive store experiences loss-prevention and spatial data collection in mind.

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How it Works.

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Retail merchandising furniture for depth finders and marine electronics. The fixture provides flexible mounting options as well as power and loss prevention security devices.

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Fixtures Encourage Interaction, pick things up, push buttons, put it on, try it out.

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Retail interior apparel pad featuring a system of retail fixtures that are flexible, mobile and heavy duty.

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Merchandising parts are easily switched and able to stand up to hard use.

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A Highly seasonal customer.

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The right gear.

In the right place.

At the right time

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Store fixtures for featuring ice-fishing gear. A sport with a highly seasonal customer that is in a hurry to get the right gear on their way out into the winter.

Stores built for grab-and-go.

Fixture packages needed to meet merchandising for clothing accessories as well as sporting goods.

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Outcomes

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With 127 locations was the nation’s largest outdoor retailer in 2017.

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Built 30 new locations, 25 store remodels.

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Reduced per store fixture costs by 7% on $24M CapEx.

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Fixture Program for Outdoor Retailer

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