JONESBORO, Ark., October 14, 2020 — Gearhead Outfitters announced today its plans to expand the brand into Illinois and Wisconsin with the rebrand of its subsidiary Uncle Dan’s Outdoor Store. The privately held, specialty outdoor retailer will then own and operate 13 storefronts under the Gearhead Outfitters name across the Midwest and Midsouth.
The rebrand will include five of the six Uncle Dan’s locations—four in the Chicagoland area; Lincoln Square, Evanston, Highland Park and Lakeview, and one Wisconsin location, Glendale. The Glendale, Wisc., location will remain an Uncle Dan’s until its move to a new space in the Bayshore Towncenter as Gearhead Outfitters. The Bannockburn location is currently slated to remain an Uncle Dan’s.
“The months since our acquisition have been exciting and challenging in ways we never imagined,” Gearhead Outfitters owner, Ted Herget, said. “This year has challenged us to rethink the way we provide customer service, adjust our product offering to meet the demands of a changing world, and fight harder than ever to create jobs in our local communities. With all of this change and challenge, we feel this is the perfect time to embrace our next adventure—rebranding our Uncle Dan’s locations to Gearhead Outfitters.
“While our name may be different, our core values will remain the same—People, Products and Places,” Herget continued. “When you visit your local Gearhead Outfitters, you can expect to see the same excellent staff, to find the best high-end outdoor brands available, and most importantly, have experiences in our stores that will inspire you to live an active, fulfilling life.”
Acquired in 2019 from Camping World Holdings, Inc. (CWH) by Gearhead Outfitters, Uncle Dan’s Outdoor Store was founded in 1972 by Brent and Mark Weiss. What began as a Navy surplus store became a dedicated outdoor store for local neighborhoods. Herget says he wants to honor the heritage of the almost 50-year-old retailer and acknowledges its place in the communities. Customers can expect the same knowledgeable staff at their local store, but a fresh product assortment and aesthetic.
The rebrand is set to roll out in October, beginning with the Lincoln Square location, and be completed by the end of the year.