Gander Mountain Co. has mailed two million copies of a 324-page catalog from its Overton’s subsidiary containing products from Overton’s, Gander Mountain and other vendors, marking Gander’s return to direct marketing after a 12-years absence.
Late last year, Gander acquired Overton’s Inc. from Linsalata Capital Partners for $70 million and decided to keep operating the business under its own name (Direct Newsline, Dec. 10, 2007).
Earlier in 2007, a federal judge reversed an Aug. 2005 ruling in favor of the sporting goods retailer, giving it the legal right to use its logo and name in all direct marketing channels, including catalogs and e-commerce.
According to Gander, the Overton’s annual master began arriving on April 26. It offered several thousands items including 220 Gander Mountain products, comprised mainly of apparel, fishing and camping equipment.
Gander noted the Overton’s catalog will enable it to sell products to customers in all 50 states, not just the 23 states in which it currently has retail stores.
Later this year, Gander will send out catalogs exclusively carrying Gander Mountain products and launch a commercial Web site.
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