Morris outlines vision for Bass Pro Shops and Cabela’s | Walleye Fishing
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Morris outlines vision for Bass Pro Shops and Cabela’s

Published By OutdoorsFIRST Media
Published October 4, 2017

Johnny Morris, the new owner of Cabela's following its takeover by Bass Pro Shops, has outlined his vision for the future of the new combined outdoor retail chain.

In an address - 'Moving Forward Together' - posted on the websites of both companies, Morris described his plan to create North America's premier outdoor and conservation company after the two iconic brands finally joined forces last week.

Johnny Morris
He said that the combined company is poised to provide customers with 'unmatched offerings spanning destination retail, outdoor equipment manufacturing, world class resort destinations and more with a strong commitment to advancing conservation initiatives'.

"We are excited to unite these iconic American brands to better serve our loyal customers and fellow outdoor enthusiasts," said the Bass Pro Shops founder and CEO. "As we move forward we are committed to retaining everything that customers love about both Bass Pro Shops and Cabela's by creating a 'best of the best' experience that includes superior products, outstanding customer service and exceptional value our customers have come to expect."

Morris said that conservation and adding new audiences to the outdoors will be a key focus. Two weeks ago he opened the Wonders of Wildlife National Museum and Aquarium, the largest, most immersive fish and wildlife attraction in the world. It is located next to the Bass Pro Shops national headquarters in Springfield, Missouri, establishing a significant not-for-profit conservation attraction and education centre in the heart of America.

Other innovative experiences offered by the company include, said Morris, Bass Pro Shops at the Pyramid, which he described as the 'largest, most dynamic retail destination experience ever created'. Located on the banks of the Mississippi, the gigantic 55-million cubic-foot facility also contains the Big Cypress Lodge.

Additional offerings include the award-winning hospitality and nature-based attractions like Big Cedar Lodge, the wilderness resort in Missouri's Ozark Mountains which was recently recognised as the number one resort in the Midwest by Travel + Leisure for the second consecutive year.

The company's manufacturing arm, White River Group, offers an unsurpassed collection of industry-leading boat brands that include Tracker, Ranger, Triton and Stratos.

Morris paid tribute to the 'remarkable heritage and legacy' of both companies and pledged that the combined business will celebrate both brands while building on their rich history and looking to the future to best serve customers and outdoor enthusiasts.