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Cabela’s plans to outsource its catalog and ad design work

🕐 1 min read

OMAHA, Neb. (AP) — Cabela’s said it plans to outsource the design work for its catalog and advertising, but the outdoor gear seller says the move wasn’t triggered by its ongoing strategic review.

Cabela’s spokesman Nathan Borowski said Thursday the company decided last fall to move its design work over to Quad/Graphics before it began evaluating its strategic options in December.

Activist investor Elliott Management has urged Cabela’s to consider selling its credit card unit or possibly the entire company. Elliott owns 7.4 percent of Cabela’s shares and holds options to buy another 3.8 percent.

Cabela’s strategic review is still ongoing, Borowski said. The company hasn’t announced any major decisions since that review was announced.

Cabela’s decisions are being watched closely in its hometown of Sidney. The company employs about 2,000 people in the western Nebraska town of about 7,000.

It’s not yet clear how many Cabela’s jobs will be eliminated by the move, Borowski said. Quad/Graphics plans to open an office in Sidney by August and hire qualified Cabela’s employees for the jobs.

Cabela’s CEO Tommy Millner said Quad/Graphics has an impressive history of innovation and success.

Quad/Graphics, which is based in Sussex, Wisconsin, has worked with Cabela’s for over 25 years to print and help distribute the catalogs.

Joel Quadracci, Quad/Graphics’ chairman, president and CEO, said he’s confident his company can help make Cabela’s marketing more effective and efficient. The company already does similar design work for 20 other retailers.

Cabela’s was founded in 1961 when Dick Cabela started selling fishing flies through the mail from his kitchen table with his wife, Mary, and brother, Jim. The company is known for its elaborate in-store wildlife displays.

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