Gander Mountain will get a new name
By Christen Smith
The surviving Gander Mountain stores will get a new name, CEO Marcus Lemonis said Thursday.
Lemonis tweeted he plans to rebrand the company as “Gander Outdoors” and will award $25,000 to a follower who creates a new logo.
Lemonis tweets updates daily about the future of Gander Mountain’s 162 locations. More than half remain on the chopping block and the survival of some changes from day to day.
Over the weekend, the company announced a nationwide liquidation sale.
Lemonis, who also owns and operates Camping World, the nation’s largest recreational vehicle dealer, took to Twitter Sunday to reiterate the “going-out-of-business” sale only means Gander Mountain will sell off its current inventory.
“I keep seeing reports from news organizations in cities where Gander Mountains exist that all stores are closing and they are not,” he said on Periscope Live Sunday. “All stores are liquidating and the inventory in there is going to go away, but the stores aren’t closing.”
Camping World bid $38 million last week for Gander Mountain’s intellectual property, store leases and its Overton’s boating business, all valued at $390 million.
“What we did not buy is the inventory that’s in all the stores, the distribution center,” Lemonis said. “A group of liquidators bought that.”