Rugged Bear, the children's outdoor retailer celebrating its 30th year in business, is 30th store this month. The company, based in Norwood, MA, said it is not only experiencing record sales and web growth, but its six new store openings in New England in 2010 puts total year-end growth at more than 10%.
Recent store openings include Canton, CT, Hingham, MA., and Mashpee Commons on Cape Cod, in the last three weeks.
Rugged Bear furthermore said is currently undergoing a “brand renewal” under the direction of its current CEO Garr Larson.
“In a time when retailers don't know what's around the corner and consumers are still safeguarding their wallets, we successfully tapped into today's parents' desire to teach kids about the benefits of the outdoors,” said Larson. “This is about much more than having hallmark brands and product that is best in quality at reasonable prices; this is about addressing the health and fitness of the next generation and creating quality memories that will last a lifetime.”
Hired this past February, Larson is using his previous expertise at Orvis and Britches of Georgetown to create a new vision and a new “brand DNA,” which includes a new logo, website, and marketing campaign called, “I Am A Rugged Bear Kid.” This campaign showcases kids doing what they love with stories that tug on parents' heartstrings, accompanied by phrases such as, “I am an athlete,” “I am an individual,” “I am confident,” “I am a Rugged Bear Kid.” In addition, Larson's daughter came up with the company's new tagline, “Live Life Rugged.”
“The Play Zones are a key component of our evolution,” continued Larson. “With kids using iPhones at the age of two and so many other daily distractions for children as they grow up, it is critical that we get them outdoors, ensuring that their first experience is fantastic. At Rugged Bear, we are doing our part.”
Rugged Bear celebrated its 30th anniversary throughout its stores with birthday cakes, crafts, bouncy houses and raffles. In addition, customers were invited to submit photos and early childhood stories as part of a new “I Was a Rugged Bear Kid” campaign through the company's Facebook page. The campaign affords participants the chance to win $1,980, in tribute to the year Rugged Bear was founded, from now through the end of the year.
Rugged Bear is based in Norwood, MA by Eastern Mountain Sports Founder Alan McDonough. Rugged Bear has 30 retail stores across New England, New York, and New Jersey.
