Cabela's
An American outdoor retailer specializing in hunting, fishing, camping, boating, shooting, and other outdoor-recreation merchandise.
Last updated October 27, 2026
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Overview
Cabela's is an American outdoor retail brand focused on hunting, fishing, camping, boating, shooting sports, outdoor apparel, and related recreation. It began in December 1961 when Richard N. Cabela purchased fishing flies at a Chicago furniture exposition and tried to sell them through a local newspaper advertisement. After the first advertisement generated little response, Cabela placed an offer in Sports Afield magazine, which produced substantially more mail-order interest. Richard and his wife, Mary, handled orders from their home and maintained customer records that became the foundation of the company's catalog business. Richard's brother Jim joined in 1963, helping turn the small mail-order operation into a broader sporting-goods seller. The company moved from a mimeographed catalog to printed catalogs and relocated several times before settling in Sidney, Nebraska, in 1968. From that base it expanded beyond fishing flies into hunting equipment, firearms and ammunition, backpacking products, camping supplies, and other outdoor merchandise. Cabela's developed a distinctive retail format in which very large stores were designed as destination attractions rather than ordinary shops. Many locations used elaborate wildlife displays, mounted animals, aquariums, naturalistic scenery, and specialized amenities such as shooting or archery ranges. This format helped make some stores regional tourist destinations and reinforced the brand's association with an immersive outdoor lifestyle. A 75,000-square-foot Sidney store opened in 1991, followed by expansion throughout the United States and Canada. The company had approximately 50 stores by 2014 and later operated a larger network of stores, including smaller Outpost formats with seasonally changing merchandise, online-order kiosks, and pickup services. Cabela's also maintained substantial direct-to-consumer operations through catalogs and e-commerce. Its business historically included a financial-services arm, World's Foremost Bank, which issued branded credit products and supported the retailer's customer relationship strategy. In addition to retailing, the brand extended into licensed or affiliated entertainment and media, including Cabela's-branded hunting and outdoor video-game series. It also participated in conservation, firearms-safety, military and veteran support, youth archery, fishing, hunting, and outdoor-education initiatives. Richard Cabela died in 2014. In October 2016, Bass Pro Shops announced an agreement to acquire Cabela's for approximately $5.5 billion. The transaction received Federal Trade Commission approval in July 2017 and closed on September 25, 2017. Cabela's ceased to be an independent publicly traded company and became a Bass Pro Shops subsidiary. The transaction also involved the divestiture of World's Foremost Bank and related credit-card assets. Bass Pro Shops has continued operating Cabela's-branded stores and products while also converting some locations to the Bass Pro Shops identity. As a result, Cabela's remains an active consumer-facing brand even though Cabela's Incorporated is no longer an independent listed company. Its positioning combines specialist product breadth, private-label outdoor merchandise, strong hunting and shooting credentials, catalog and digital convenience, and highly theatrical destination-store environments.
History
Cabela's traces its origins to December 1961, when Richard N. Cabela bought fishing flies at a furniture exposition in Chicago and attempted to resell them through advertising. A local newspaper advertisement produced only one response, but a later advertisement in Sports Afield generated enough orders to establish a viable mail-order operation. Richard and his wife, Mary, initially processed and shipped orders themselves. The company retained customer names and addresses, building a database that supported increasingly effective catalog marketing. Richard's brother Jim joined the business in 1963. The family replaced its early mimeographed catalog with a printed publication and moved the operation through several modest facilities, including the basement of a family store and a former American Legion hall. In 1968, the business relocated to a former John Deere dealership in Sidney, Nebraska. From there it expanded its merchandise range from fishing supplies into hunting, backpacking, camping, and other outdoor activities. Catalog retail remained central even as the company developed a physical-store strategy. The first major Cabela's retail destination opened in Sidney in 1991 and measured approximately 75,000 square feet. Later stores adopted a recognizable visual language: large footprints, naturalistic landscapes, mounted wildlife, aquariums, and displays intended to evoke outdoor environments. Some locations added shooting ranges and archery ranges. This format made stores shopping destinations and, in some communities, significant tourist attractions. The company expanded across the United States and into Canada, reaching about 50 stores by 2014 and later operating a considerably larger network. It also tested smaller Outpost stores designed around seasonal merchandise, digital ordering, and in-store pickup. Cabela's business model combined physical retail, catalogs, e-commerce, private-label goods, and financial services. Hunting-related products were particularly important, with firearms, ammunition, and accessories forming a substantial part of the historical assortment. World's Foremost Bank, established as a Cabela's subsidiary in 2001, operated the company's branded banking and credit-card activities. Cabela's also pursued adjacent businesses, including recreational real estate, outdoor-adventure services, branded video games, sponsorships, and conservation and community programs. The company faced disputes with Gander Mountain. After acquiring Gander Mountain's mail-order business in 1996 under a non-compete arrangement, Cabela's brought litigation in 2007 when Gander Mountain returned to mail-order sales; Gander Mountain prevailed and resumed online activity. The companies later filed additional claims involving a foldable cot patent and alleged cybersquatting. These disputes were separate from Cabela's core retail operations. Richard Cabela died in February 2014. Cabela's subsequently sold its recreational real-estate division in 2014 and its Outdoor Adventures and T.A.G.S. divisions in 2016. On October 3, 2016, Bass Pro Shops announced its intention to acquire the company. The Federal Trade Commission approved the acquisition in July 2017, and the transaction closed on September 25, 2017. Cabela's became part of Bass Pro Shops, while the World's Foremost Bank business and related credit-card assets were sold as part of the transaction. Cabela's therefore no longer exists as an independent listed corporation, but its name continues as an active retail and product brand within the Bass Pro Shops group. Some stores have subsequently been rebranded, while others continue to use the Cabela's identity.
- 2023
Proud Veteran Outfitter Vest Program
[1]Bass Pro Shops and Cabela's introduce workplace vests identifying veteran employees by name, military branch, and rank.
- 2019
Project ChildSafe sponsorship
[1]Cabela's joins Project ChildSafe as a sponsor supporting responsible firearm storage and handling.
- 2017
Acquisition closes
[1]After FTC approval, Bass Pro Shops completes the acquisition on September 25, 2017.
- 2016
Bass Pro Shops announces acquisition
[1]Bass Pro Shops announces an agreement to acquire Cabela's for approximately $5.5 billion.
- 2014
Founder dies and real-estate division is sold
[1]Richard Cabela dies, and Cabela's sells its Trophy Properties recreational real-estate division.
- 2011
Outpost store initiative announced
[1]The company introduces smaller Outpost stores with seasonal assortments, online ordering, and pickup services.
- 2007
Canadian expansion continues
[1]Cabela's acquires the family-owned S.I.R. Warehouse Sports Store in Winnipeg.
- 2001
World's Foremost Bank is established
[1]Cabela's creates a banking subsidiary to support its credit-card and financial-services activities.
- 1991
First major destination store opens
[1]Cabela's opens a 75,000-square-foot retail store in Sidney, establishing the large-format store model.
- 1968
Operations move to Sidney
[1]The company moves into a former John Deere facility in Sidney, Nebraska, which becomes its long-term base.
Products and positioning
A specialist, destination-oriented outdoor retailer with a strong heritage in hunting, fishing, camping, shooting sports, and direct-to-consumer commerce.
Outdoor equipment
Cabela's outdoor equipment
The core Cabela's assortment covers camping, backpacking, hiking, boating, and general outdoor recreation. Products range from tents, sleeping systems, packs, cookware, and field equipment to marine and travel accessories. The assortment is sold through stores, catalogs, and digital channels, with the brand combining national outdoor labels and Cabela's private-label merchandise.
Hunting and shooting sports
Cabela's hunting and shooting products
Hunting and shooting have historically been central to Cabela's identity and merchandise mix. The category includes firearms, ammunition, optics, hunting clothing, blinds, calls, game-processing supplies, safes, and shooting accessories, subject to applicable laws and store policies. Some destination locations have included shooting or archery facilities.
Fishing · 1961
Cabela's fishing products
Fishing was the company's original merchandise focus. The range developed from fishing flies into rods, reels, tackle, line, lures, clothing, electronics, and related equipment for freshwater and other fishing activities. Fishing products remain one of the brand's principal specialist categories.
Apparel and footwear
Cabela's outdoor apparel
Cabela's sells outdoor clothing and footwear designed for hunting, fishing, camping, work, and everyday recreation. The range includes insulated and waterproof layers, technical garments, boots, waders, gloves, and seasonal apparel, alongside third-party outdoor brands.
Entertainment
Cabela's branded video games
The Cabela's name has been licensed for outdoor-themed video games, including the Big Game Hunter, Dangerous Hunts, Outdoor Adventures, and Legendary Adventures series. These products extend the brand into interactive hunting and outdoor recreation entertainment rather than its core retail business.
Controversies
2020
Court allows lawsuit against Cabela’s store to proceed
A court ruling allowed a lawsuit against the Cabela’s store in Cheektowaga to proceed after it sold ammunition to Jake Klocek. The victim’s family alleges that Cabela’s failed to use reasonable care in the sale.
2011
World's Foremost Bank FDIC settlement
Cabela's banking subsidiary agreed to provide $10.1 million in restitution and pay a $250,000 penalty in an FDIC settlement concerning banking practices. The bank did not admit wrongdoing but agreed to modify certain practices.
Marketing campaigns
- 2023Proud Veteran Outfitter Vest Program
United States · Canada
Bass Pro Shops and Cabela's introduced identifying vests for veteran employees, displaying each person's name, military branch, rank, and the U.S. flag.
Outcome. The program was launched with a ceremony recognizing veteran employees.
- 2019Project ChildSafe sponsorship
United States
Cabela's sponsored Project ChildSafe, a National Shooting Sports Foundation program promoting safe firearm handling and secure storage.
Outcome. Ongoing program participation is described in the reference material.
- Outdoor Fund conservation program
United States · Canada
Customers can round up purchases to support conservation, outdoor education, youth programs, veteran initiatives, and related partner projects through the Bass Pro Shops and Cabela's Outdoor Fund.
Outcome. Funds are distributed among participating conservation and community organizations.
- Legendary Salute Discount
United States · Canada
Cabela's and Bass Pro Shops offer a discount program for eligible military personnel, veterans, retirees, reservists, law-enforcement officers, firefighters, paramedics, and wildlife agents.
Outcome. The program provides a stated 10% discount on most store purchases, subject to terms.
Brand decisions
2017
Divestiture of World's Foremost Bank and credit-card assetsM&ABackground
The banking business formed part of Cabela's pre-acquisition corporate structure and required separate treatment in the Bass Pro Shops transaction.
Action taken
Cabela's sold World's Foremost Bank and related assets to Synovus Financial, with credit-card assets and related liabilities planned for transfer to Capital One.
Aftermath
Cabela's exited direct ownership of its banking and credit-card operations.
2016
Sale of Outdoor Adventures and T.A.G.S.M&ABackground
Cabela's continued to narrow its focus on core retail and outdoor merchandise activities.
Action taken
Worldwide Trophy Adventures acquired the Outdoor Adventures and T.A.G.S. divisions.
Aftermath
The divestiture preceded the company's sale to Bass Pro Shops.
2016
Agreement to be acquired by Bass Pro ShopsM&ABackground
Bass Pro Shops and Cabela's were similarly positioned outdoor retailers with destination-store formats and overlapping customer segments.
Action taken
Bass Pro Shops agreed to acquire Cabela's for approximately $5.5 billion.
Aftermath
The FTC approved the transaction in July 2017, and closing on September 25, 2017 made Cabela's a Bass Pro Shops subsidiary.
announced transaction value. 5500000000 (2016 announcement)
2014
Sale of Cabela's Trophy PropertiesM&ABackground
Cabela's reviewed adjacent businesses and decided to divest its recreational real-estate operation.
Action taken
The division was sold to Sports Afield and renamed Sports Afield Trophy Properties.
Aftermath
The transaction reduced Cabela's involvement in recreational real estate.
2007
Litigation over Gander Mountain mail-order activityOtherBackground
Cabela's had acquired Gander Mountain's mail-order business in 1996 under a non-compete arrangement. Cabela's later challenged Gander Mountain's return to mail-order sales.
Action taken
Cabela's brought suit seeking to prevent Gander Mountain from re-entering the mail-order business.
Aftermath
Gander Mountain won the lawsuit and resumed online sales.
- Gander Mountain — Gander Mountain successfully defended the case and returned to online selling.
Recent events
Reported
Bass Pro Shops and Cabela’s partner with Convoy of Hope for Louisiana hurricane relief[4]
Bass Pro Shops and Cabela’s partnered with Convoy of Hope to bring $50,000 in aid and supplies to Louisiana’s Gulf region after Hurricane Ida. Bass Pro Shops is donating meals and bottled water for distribution in the New Orleans region.
Reported
Bass Pro Shops kicks off Gone Fishing initiative[5]
Bass Pro Shops kicked off its Gone Fishing initiative to encourage families to spend more time outdoors. Bass Pro Shops and Cabela’s also announced donations of more than 40,000 fishing rods and reels to nonprofit organizations serving children.
- Unconfirmed
Reported
Court allows lawsuit against Cabela’s store to proceed[3]
A court ruling allowed a lawsuit against the Cabela’s store in Cheektowaga to proceed after it sold ammunition to Jake Klocek. The victim’s family alleges that Cabela’s failed to use reasonable care in the sale.
Reported
Bass Pro Shops completes acquisition of Cabela’s[6]
Bass Pro Shops and Cabela’s announced that Bass Pro Shops’ $4 billion deal to buy Cabela’s was officially complete.
Sources6 sources
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