Scheels Revamps Upland Line

Hunters throughout the Midwest and West are no doubt familiar with Scheels, the sporting-goods retail chain with 29 stores in states ranging from Minnesota to Texas to Nevada. But a growing number of sportsmen are discovering the company through its robust online presence and reputation for offering a wide selection of products from well-known outdoor brands.

Photo courtesy of Scheels

What some might not realize is that Scheels’ private-label products—marketed under the Scheels Outfitters brand—are as good or better than those from “name brands.” And because these products are exclusive to Scheels, the company is able to offer them at prices that belie their quality and the design features and technical materials incorporated in them.

Of special note to wingshooters is that this fall Scheels has begun rolling out a revamped line of upland clothing and dog products. It includes several pairs of pants and shirts, a traditional upland vest (pictured), a strap vest, shooting gloves, a shotgun case, a dog vest, and a kennel cover and pad. Several of the items have been cobranded with Pheasants Forever.

Scheels Product Developer Ben Fleischacker is understandably enthused. “I could not be more excited about the new items we are launching this year,” he said. “From entry level to high end, we are covering the gauntlet with quality and bang for our customers’ buck. I don’t even think we can use the popular tagline ‘built by hunters for hunters,’ as that doesn’t even come close to what we are doing here. These upland products have been obsessively designed, built and tested by people with the absolute highest standards and expectations. We don’t spend five to ten days each year chasing one or two species of birds; we are in the field behind dogs one-hundred-plus days chasing six to eight species in multiple states in every imaginable weather condition and terrain. From the chukar hills to the prairies to the grouse woods to the cattail sloughs, we have torture-tested our upland items—and in each category we have products that are worthy competitors to the best of the best.”

Hunters around the country will be confirming the results this fall.

For more information visit scheels.com.


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