Our History - How We Became The World's Legendary Outfitter®

Cabela's was born around a kitchen table in 1961 when Dick Cabela started filling fishing fly mail orders with his wife, Mary, from their home in Chappell, Nebraska. Classified ads in newspapers and national outdoor magazines led to a thriving direct-mail catalog business, then Dick convinced his younger brother Jim to join the new company, which he did in 1963. Cabela's grew and built on its foundation as a catalog business, producing nearly 50 catalogs annually and shipping affordable, high-quality outdoor equipment to all 50 states and 125 countries. Cabela's retail division quickly flourished, with locations throughout the United States and Canada providing a truly unique shopping experience for outdoor enthusiasts and their families.

Inspired by a core value of helping connect more people to nature, Bass Pro Shops was founded in 1972 by avid young angler Johnny Morris, who began selling fishing tackle from eight square feet of shelf space in his father's liquor store in Springfield, Missouri. In 2017, Cabela's joined forces with Bass Pro Shops to become North America's premier outdoor and conservation company and leverage our combined purchasing power to deliver better value to customers. Today, we use our shared values to deliver to customers unforgettable retail experiences, unmatched equipment manufacturing, world-class resort destinations and outstanding customer service.

Today, Bass Pro Shops and Cabela's welcomes more than 200 million annual visitors to its 200 retail and marine center locations, winning awards for innovative retail stores and being honored as one of America's top employers and ranking among the most reputable retailers in all of North America. Guided by the visionary leadership of noted conservationist Johnny Morris, together we're doing more than ever to advance conservation, celebrate our cherished outdoor traditions, and inspire everyone to enjoy, love and conserve the great outdoors.