Children's Outdoor Retailer Rugged Bear Hits 30th Store in 30 Years

Rugged Bear, Leading New England Children's Outerwear and Apparel Retailer, Marks 30 Years in Business with Opening of 30th Store and Record Sales

Contact: Shelley Senai, CGPR
781-639-4924 Ext. 113


Connecting Families to Outdoor Lifestyle Key to Success; In-store Play Zones First Step to Keeping Kids Fit and Off the Computer

NORWOOD, MASS. (October 26, 2010) – Rugged Bear, the children's outdoor retailer, has always emphasized its deep passion for the outdoors; today, this passion is the sole reason for the 30-year success story that has led to the opening of its 30th store this month. Despite economic challenges, Rugged Bear is currently undergoing a "brand renewal" under the direction of its current CEO Garr Larson. Not only is the company now 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 percent. Recent store openings include Canton, CT, Hingham, Mass., and Mashpee Commons on Cape Cod, in the last three weeks.

“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.

About Rugged Bear
New England's premier children's clothing company, Rugged Bear is based in Norwood, Massachusetts, and was started in 1980 by Eastern Mountain Sports Founder Alan McDonough, who recognized the need for the same high-quality, durable outerwear for children. Today, Rugged Bear continues to provide quality, traditional and playful clothes that can keep up with children who like to “Live Life Rugged” with reasonable prices and easy, convenient shopping experiences. Rugged Bear has 30 retail stores across New England, New York, and New Jersey, where parents can outfit their Rugged Bear kids from head to toe all year long with play clothes, sportswear, accessories and the largest selection of ski wear. More information is available at




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