Johnny Morris: ‘Bass Pro Shops and Cabela’s Have Come Together’

SPRINGFIELD, Mo.— Bass Pro Shops founder Johnny Morris shared big news with his staff today, announcing that “Bass Pro Shops and Cabela’s have come together” in a company-wide email. The note follows an official release from Bass Pro Shops on September 23, announcing the merger.

Outwardly, Morris told consumers that the new company is committed to fostering the loyal consumer followings both Bass Pro Shops and Cabela’s have cultivated over the years.

“We are excited to unite these iconic American brands to better serve our loyal customers and fellow outdoor enthusiasts,” he said in an official release. “As we move forward, we are committed to retaining everything customers love about both Bass Pro Shops and Cabela’s by creating a ‘best-of-the-best’ experience that includes the superior products, outstanding customer service and exceptional value our customers have come to expect. We’re also deeply motivated by the potential to significantly advance key conservation initiatives.”

Both Cabela’s and Bass Pro Shops face a shifting tide in consumer trends, as brick-and-mortar facilities across the globe adapt to challenges from online vendors. The combined portfolio of the brands brings an estimated more than 40,000 employees under the oversight of Morris, who began his retail career selling bait out of a liquor store in rural Missouri.

Last week, Morris oversaw the grand opening of his Wonders of Wildlife Museum in Springfield, Mo.,—an event that garnered support from former U.S. Presidents and celebrities from across the country.


FTR has obtained a copy of the memo from a Bass Pro Shops vendor, published here:


The referenced announcement is also published below: