The Sportsman's Guide

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Sportsman's Guide
Industry Internet & Retail
Founded 1970
Founder Gary Olen
Headquarters 411 Farwell Avenue, South St. Paul, MN 55075, South St. Paul, Minnesota, United States
Area served
North America, South America, Europe & Asia Pacific
Products Clothing, outdoor gear, ammunition, shooting supplies
Services Online and catalog retailer; liquidation store attached to headquarters.
Parent Northern Tool + Equipment

Sportsman’s Guide is an online retailer of hunting and fishing gear, military surplus, ammunition and outdoor sporting goods. It is based in South St. Paul, Minnesota, USA. The company was founded by Gary Olen in 1970, and the first Sportsman’s Guide catalog mailed in 1976. In 2012, Sportsman’s Guide employed about 700 people.[1]


Sportsman’s Guide was founded by Gary Olen, getting its start in his basement in the winter of 1970. The first product, a patch for hunting jackets detailing the previous year’s trophy success, immediately proved popular with hunters across the country.

The first Sportsman’s Guide catalog was just one page, and it was delivered at the time of the opening of the hunting season in 1977. By 1992, The Guide was mailing eight outdoor gear and clothing catalogs annually, and by 2012, the number had risen to 63.

Sportsman’s Guide has, over time, expanded its range to include ammunition, shooting supplies and accessories, clothing and footwear, camping gear, items for home, garden & patio, electronics, optics, gifts, sports and recreation, and truck and ATV items.

In 2006, Sportsman’s Guide was acquired for approximately $265 million by Redcats USA, a wholly owned subsidiary of Redcats Group which is the home-shopping group owned by French luxury and distribution group PPR (Pinault-Printemps-Redoute).[2]

In 2012, Sportsman’s Guide was acquired for $215 million by Northern Tool + Equipment.[3]

Sportsman’s Guide headquarters is located in South St. Paul, Minnesota. The Sportsman’s Guide catalog website, and retail store all operate from the 330,000-square-foot building located on Farwell Avenue.

Private Label Brands[edit]

Sportsman’s Guide also has several private label brands made up of items designed and sourced by company team members: Bolderton, Guide Gear, HuntRite, Castlecreek, and HQ ISSUE.[4][5]

Buyer’s Club[edit]

Sportsman’s Guide Buyer’s Club Advantage Catalog was introduced in January 1995. Members pay an annual fee to receive various discounts and other benefits.[6]


Sportsman’s Guide has launched iPhone, iPad and Android apps, as well as a mobile e-commerce site that automatically optimized the website display to the smartphone or mobile device being used.[7][8]

International Commerce[edit]

Sportsman’s Guide expanded shipping to Canada in 2010, creating a website specifically for Canadian customers. Then, on July 8, 2011, the company launched the “worldwide” website in over 90 countries, making it possible to convert currencies and accept international orders.

Guide Outdoors[edit]

The Guide Outdoors section of publishes a collection of outdoor-related news and information.


  1. ^ Omastiak, Rebecca. “The Sportsman’s Guide Caters to Survivalists with New Products”. Twin Cities Business Magazine. 2013-4-3. Link:
  2. ^
  3. ^
  4. ^ The Sportsman’s Guide Launches New Private Label Home Product Line. PRWeb. 2012-12-6. Link:
  5. ^ The Sportsman’s Guide Launches Military-Inspired HQ ISSUE™ Brand. 2012-12-13. Link:
  6. ^ Buyer's Club,
  7. ^ Palmer, Alex. “The Sportsman’s Guide Launches Mobile Apps, e-Commerce Site”. Direct Marketing News. 2010-10-11. Link:
  8. ^ Tode, Chantal. “The Sportsman’s Guide Ups Investment in Mobile to Reach On-the-Go Outdoorsmen.” Mobile Commerce Daily. 2011-12-9. Link: