In November EMS began shipping their first mail order catalog since 1983-a 180 page color ‘catazine’ combining product information and content. EMS printed 750,000 copies and ahs distributed 650,000 of those to its customers, while the remainder was sent to all EMS retail locations, outdoor clubs and universities throughout the Northeast. The EMS management team recently bought the retail chain back. (see BOSS_0437).

BOSS spoke with Pete Gilmore VP & GMM of EMS who said that the company has seen “a strong up-tick” in internet sales since mailing out the ‘catazine’ and several exclusive items received such a strong response that they sold out. The book was 70% product and 30% content focused with emphasis on equipment and hardgoods.

“The key focus of the MBO was to get back to the activity base and the roots of the company,” said Gilmore. “The main goal of this catazine was to help position EMS as an authentic outdoor store. Yes it helped boost internet activity and sales, but even if it hadn’t driven sales volume, it really helped us re-position EMS.”

Gilmore said that equipment has been the strongest category throughout the holiday selling season. Currently the EMS brand makes up about 20% of the 83 store chain’s equipment sales. Gilmore said that they are looking to grow this number moderately, focusing on equipment accessories. “We’ll never be in the ski or ski boot business. We’ll leave that to the Black Diamonds and K2s of the world, but the EMS brand will surround those key brands with a strong line of accessories.”

In general, Gilmore said that the Thanksgiving Holiday was “very strong,” while the beginning of December slowed somewhat. EMS is still seeing “nice gains” for the Holiday season. More shoppers are migrating to the web, not only to purchase outdoor gear, but also to research in-store purchases, and EMS has launched an on-line merchandise reservation service to help drive traffic from the internet into the brick and mortar locations.