In The News

FOR IMMEDIATE RELEASE
January 29, 2004

BACKWOODS ANNOUNCES FLAGSHIP STORE
AT BRADLEY FAIR

(WICHITA, KS) - Wichita-based outdoor equipment and apparel retailer Backwoods announced plans to relocate its store to Bradley Fair later this spring. Backwoods will open next door to Jos. A. Bank, who is planning to open in the space formerly occupied by Zany Brainy. The announcement was made today by Cathy Erickson, vice president of Laham Development, developer of Bradley Fair.

"We strive to bring new local, regional and national concepts to Bradley Fair whenever the opportunity allows. We are excited that Backwoods will be joining Bella Luna Café and Jos. A. Bank as new stores opening later this spring," says Erickson.

Customers of Backwoods will notice a dramatic difference in the store’s look when the new store opens in Bradley Fair. Among the displays of outdoor lifestyle apparel, weatherproof outerwear, hiking gear, and rappelling rope will be conversation nooks where customers may talk about their trips and plan outings. Lingering friends may share ideas over a drink at the beverage bar. A plasma TV will run continuous adventure footage to inspire shoppers in their active lifestyles.

It’s all designed to create a more interactive environment for an energetic customer base of all ages, says Jennifer Mull, Backwoods CEO. In addition to the change of scenery, Backwoods customers will also notice expanded product lines as well as a new fly-fishing department.

"Jennifer and her team have designed a dynamic new store that will allow them to establish the Bradley Fair location as a true flagship store," says Erickson. "The addition of Backwoods will bring a new and exciting retail component to Bradley Fair: outdoor equipment and apparel for sport-minded and adventurous individuals."

Mull’s father Lewis founded Backwoods in Wichita in 1973. Weary of having to shop outside of Wichita to find the backpacking, hunting and fishing equipment he needed for his own pursuits, he founded Backwoods. Today, in addition to the Wichita store, the outdoor equipment and apparel retailer has seven additional locations: Omaha, Overland Park, Lawrence, Oklahoma City, Tulsa, Norman, and Fort Worth.