CabelasEdit
Cabela’s is a prominent American retailer and brand focused on hunting, fishing, camping, and outdoor recreation. From its roots in a small mail-order operation started by Richard N. Cabela and Mary Cabela in Chappell, Nebraska, the company grew into a nationwide chain known for sprawling brick-and-m mortar stores, extensive catalogs, and a strong emphasis on experiential shopping. The business became a cultural touchstone for generations of sportsmen and outdoor enthusiasts, blending product breadth with a sense of rugged, self-reliant American heritage. In 2017, the family-owned chain was acquired by Bass Pro Shops, a deal that consolidated two of the country’s leading outdoor retailers and reshaped the landscape of specialty retail in the United States. The joint enterprise has pursued scale, investment in stores and online shopping, and a unified approach to serving the fishing, hunting, and outdoor lifestyle communities.
Cabela’s has long operated as more than a simple retailer. Its stores typically feature immersive displays, tutorial and safety programs, and expansive gear sections, creating a marketplace that doubles as a social hub for many rural and suburban communities. The company’s catalogs helped popularize outdoor pursuits across multiple regions, while its emphasis on conservation and wildlife education has been part of its public narrative. As a multi-channel retailer, Cabela’s connected consumers to products through catalogs, a robust online platform, and in-store experiences, reinforcing a culture of preparedness, self-sufficiency, and appreciation for America’s outdoors.
History
Origins and growth (1960s–1980s) - Richard N. Cabela and Mary Cabela launched the business in 1961 as a small catalog operation in Chappell, Chappell, Nebraska. The venture was rooted in a practical passion for fishing and hunting, and the catalog quickly expanded the reach of high-quality, specialist gear to a broad audience. Over time, the company expanded into brick-and-mortar locations to complement catalog sales, building a reputation for customer service and product expertise. Richard N. Cabela and Mary Cabela became synonymous with a hands-on, customer-first approach that aligned with traditions of self-reliance and outdoor skill.
Expansion and brand building (1990s–2000s) - The company matured into a nationwide retailer with flagship stores and regional distribution, leveraging a comprehensive product roster—fishing and hunting gear, camping equipment, outerwear, and related accessories. The in-store experience—complete with wildlife displays, demonstrations, and gun departments—became a hallmark of the brand, appealing to families, hobbyists, and serious outdoorsmen alike. The popularity of the Cabela’s catalog helped establish the brand as a standard-bearer in outdoor culture, while the growth of e-commerce broadened access beyond traditional storefronts. The chain also cultivated partnerships with manufacturers and brands that resonated with a tradition-minded customer base, helping to sustain market share in a competitive retail environment. Outdoor recreation and retail trends are closely tied to these developments.
Acquisition by Bass Pro Shops (2017) - In 2017, Bass Pro Shops announced a merger with Cabela’s in a deal valued at several billion dollars. The transaction created one of the largest players in outdoor retail, pooling resources, inventories, and logistics networks to compete with online giants and other big-box retailers. The two brands continued to operate under their respective names for a period, with the new ownership signaling a longer-term strategy of integration, investment, and a broader national footprint for hunting, fishing, and camping merchandise. The deal underscored a broader pattern in specialty retail: consolidation as a means of preserving jobs, maintaining product diversity, and sustaining investment in stores and customer service. Bass Pro Shops antitrust discussions around consolidation were part of the broader public conversation in some quarters, though the objective was framed by supporters as preserving a traditional American hobby economy.
Post-merger developments - Since the acquisition, the combined enterprise has pursued scale benefits—improved buying power, streamlined logistics, and enhanced online and in-store experiences—while trying to maintain the distinctive brand identities that customers associate with cast-iron, rugged individualism, and a culture of outdoor skills. The continued emphasis on firearms, hunting, and outdoor gear remains central to the company’s identity, and this positions Cabela’s within ongoing public debates about gun rights and outdoor access in the United States. The company’s stance on firearm ownership and hunting heritage is often cited in discussions about the Second Amendment and related policy questions. Second Amendment gun rights
Business model and retail strategy
- Cabela’s built its brand on a multi-channel approach that combined catalogs, in-store shopping, and increasingly robust e-commerce, enabling a wide geographic reach and a sense of experiential shopping that many rural and suburban customers valued. The stores often functioned as community hubs for hunting and fishing enthusiasts, offering not only products but also clinics, safety training, and demonstrations that reinforced responsible outdoor participation. The company’s emphasis on durable gear, seasonal categories, and exclusive product lines helped sustain customer loyalty in the face of competition from general retailers and online marketplaces. Retail Catalogs
- The post-merger strategy has focused on scale and integration with Bass Pro Shops, leveraging shared logistics and supplier relationships to maintain product variety and competitive pricing, while still catering to the needs of a dedicated outdoor audience that prioritizes quality, reliability, and heritage. Logistics Supply chain management
Products, brands, and culture
- The Cabela’s product ecosystem spans hunting and fishing equipment, camping and outdoor apparel, footwear, and related accessories, with a strong emphasis on instruction, safety, and outdoor conservation. The brand’s public persona has long connected with a sense of rugged American individualism, self-reliance, and a tradition-oriented approach to land stewardship. The company’s culture has often been described as welcoming to families and enthusiasts who value practical gear, outdoorsmanship, and a connection to nature. Conservation Hunting Fishing
Controversies and debates
- Gun rights and gun control: A central dimension of Cabela’s culture is its role as a major retailer of firearms and outdoor weapons accessories. Supporters argue that access to firearms and hunting gear is a constitutional right and a matter of personal responsibility, self-defense, and rural tradition. Critics, by contrast, push for stricter background checks, restrictions on certain sales channels, and broader debates about gun violence. From a traditional, pro-hunting perspective, the presence of retailers like Cabela’s is framed as supporting lawful ownership and outdoor heritage, while critiques are seen as attempts to undermine Second Amendment rights. The broader policy debate about firearms is ongoing and highly polarized, but Cabela’s position is typically aligned with defending legal, regulated access to firearms and promoting safe, responsible ownership. Second Amendment Gun politics
- Market concentration and rural economies: The Bass Pro Shops–Cabela’s merger raised questions about concentration in specialty outdoor retail and its implications for consumer choice and pricing. Proponents argue that scale can lead to lower costs, better service, and continued investment in stores and local economies, while critics worry about reduced competition and dependence on a smaller number of national players for specialized gear. These tensions reflect larger debates about how best to balance free-market competition with the needs of communities that rely on outdoor recreation as an economic and cultural pillar. Antitrust Retail
See also