Cabela’s Direct Sales Drop 6.9%

Retail sales for Cabela’s are on the rise, but the outdoor lifestyle products merchant’s direct division sales are dragging.

Cabela’s said its total revenue for the first quarter of fiscal 2011 increased 5.7% to $587 million, and its retail store sales were up 11.3% to $302 million. Sales increased in each of its 29 comparable stores in the quarter—a first for Cabela’s, the company says.

But its direct revenue decreased 4.9% to $207 million. Why the shortfall in direct?

The cataloger/retailer in its earnings statement attributed about half of its direct sales decline to the ammunition and shooting categories. Sales of these products returned to more normal levels following unusually high levels in the first four months of last year, the company said.

Cabela’s added that the number of multichannel customers increased 2.5% for the quarter ended April 2.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.