Founded in 2012, the digitally native brand has opened its first brick-and-mortar store, in Fort Worth, Texas.
Designed in partnership with ChangeUp, the 2,500sq ft outpost offers novice and seasoned anglers an immersive experience. Karl’s plans to open additional US stores, with a second location, at Mall of America, Bloomington, Minnesota, slated for later this year.
Located at WestBend, a 278,000sq ft retail, office and dining destination in Fort Wort’s University District, Karl’s combines products for fishing and outdoor buffs retail with engaging, hands-on experiences. It will also host fishing lessons and meetups, including philanthropic events and entertainment.
“Fishing can be overwhelming, especially for anyone just starting out, so we aimed to design a store and brand experience that was truly shoppable and accessible to all customers,” said Ryan Brazelton, Chief Creative Officer, ChangeUp. “It was about giving shoppers a new way to engage with the Karl’s brand, while celebrating the artistry and performance technology from the lures to the reels & rods.”
Karl’s was founded by Ross Gordon, Founder and CEO of Catch Co., Karl’s Fishing & Tackle’s parent company. Catch Co. is best known for its two commerce brands: Mystery Tackle Box, a monthly subscription box of lures and tackle, and Karl’s Bait & Tackle, a membership-based e-commerce platform.
“When we started Catch Co. 10 years ago, our goal was to help people discover quality products that would help them get outside and enjoy nature,” said Gordon. “Opening our first Karl’s Fishing & Outdoors store takes our mission to the next level by creating a shared space for anglers and outdoor enthusiasts to connect, learn about new products and ultimately embrace their passion for the outdoors.”
