Outdoor equipment retailer Cabela's has seen a big payoff from upping its brick-and-mortar presence and moving away from its roots as a cataloger. While Cabela's traces its roots to selling outdoor gear via its iconic catalog, its growing base of retail stores have become popular destinations for outdoor enthusiasts looking to stock up on hunting, fishing, camping and related gear. It's not unusual for thousands of consumers to line up hours before Cabela's opens the doors to a new store for the first time, says Chief Financial Officer Ralph Castner.

Cabela's is leaving something behind as it begins its journey to become a truly omnichannel retailer: its paper catalogs. The retailer's initial steps will focus on a print-to-digital transformation, tests of targeted shipping offers, and new mobile and digital efforts for the holiday season, according to CEO Thomas Millner. "Late last year, we began to develop a multiyear approach to reverse the four-year downtrend in our direct segment and transform our 51-year-old legacy catalog business into an omnichannel enterprise supporting transformation for digital, e-commerce and mobile while optimizing the customer experience with our growing retail footprint."

Sidney, Neb. -- Outdoor retailer Cabela’s Inc. said Friday it will open a store in Green Bay, Wis., with construction slated to begin this fall. The new 100,000-sq.-ft. store, the chain’s third in the state, will open summer 2013 near Lambeau Field in the Village of Ashwaubenon in Brown County. It joins a store and DC in Prairie du Chien and a store in Richfield. The store will be built in the retailer’s next-generation layout, which includes a large mountain replica featuring North American game animals re-created in their natural habitat, a Gun Library, aquarium, Bargain Cave, Boat Shop

Cabela’s, a cross-channel retailer of hunting, fishing and outdoor gear, plans to hire up to 250 full-time, part-time and seasonal employees to staff its new Charleston, W.Va. store scheduled to open this summer. This will be Cabela’s second retail store in West Virginia. It will showcase thousands of quality products, including hunting, fishing, camping and other outdoor gear, as well as outdoor clothing, gifts and furnishings.

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