Success Stories

Premium Partner Success Story: Ted Capra's Sporting Goods Blaine, Minnesota

Wham! There's Brock Lesnar towering over the second floor railing. Take a step forward; a life-size rendering of Federal Premium's the Duck Commander: mud, rain, ducks, shotgun and all. Within the first 30 feet of entering Ted Capra's Sporting Goods in Blaine, Minnesota you get the sense that someone here respects and encourages the use of ATK products. 

There's something to say when you don't focus on advertising─when word of mouth helps to keep you in business. Success in the outdoors sales field may be measured by the quantity of sales, the size of the game, or the buzz in (and about) your store.

For Capra's gun department manager Todd Lundstrom, success in all forms is now. "We're not a big box store. We carry higher-end products, the most expensive and premium," said Lundstrom. "We're a pro shop. We cater to serious outdoors people."

"Knowledge plus value makes the difference"
Today Capra's has nearly everything you could need for your next hunting or outdoor expedition. But in the 1980's it was only a dream.

Over the years, Ted Capra's entrepreneurial spirit helped him form several businesses as well as a television series. In 1987, the Capra family started a new store: Capra's Sporting Goods. Eager Minnesota hunters (and anglers) strolled in to find the best equipment available.

Customer service and knowledge of the outdoors are major ingredients in the success of the employees and the business, according to Lundstrom. With 12 employees on staff, balancing customer satisfaction and maintaining the value of each product makes the difference in having customer referrals.

Where Lundstrom fits in
As a boy growing up in Minnesota Lundstrom took to the woods, fields, lakes and bogs. His interest in guns and hunting peaked. In 1982 Lundstrom dropped out of college. At the same time, a family friend owned a gun shop on Lake Street in south Minneapolis.

"I'd been going there to look for guns since I was a kid," Lundstrom recalls. One day, shortly after leaving college, the family friend called Lundstrom. "Next thing I knew I was working for him."

Lundstrom worked at that gun shop learning every aspect of the firearm business, building strong relationships with customers, dealers and suppliers along the way. After 20 years, Lundstrom switched jobs and started work at Capra's in 2002.

Sales have been "way up."
The Capra team is excited by the new (and continued) business this year. More women and children are entering their 10,000 square foot business to get fitted for the upcoming hunting season or just to get involved in the outdoors.

"We've been extra busy," said Lundstrom. "So busy selling 9mm and .223, I've almost forgotten to prepare for deer hunting season." Being in Minnesota people think about deer hunting all year round. And they come in to "buy deer hunting equipment all 12 months of the year!" But September and October are Capra's best and busiest two months.

Teamwork: ATK and Capra's
"Ammo is the biggest seller," said Lundstrom. Making sure to carry only the best, he stocks nearly every ATK brand. Whether the customer is looking for ammunition, gun cleaning kits, bi-pods, optics rings, targets or anything in between Capra's has it.

Lundstrom has found ways to get creative with the high demand for ammo. Whether it is allotting ammo for certain guns customers demand or participating in ATK promotions he's found a way to make it work.

And, in an effort to bring more exposure to Federal/ATK products, Capra's had the official ATK Dealer Trailer come to their store in the summer of 2008. An added bonus was when the trailer was parked in Capra's parking lot after the promotion. That exposure alone generated numerous questions and buzz.

http://caprasoutdoors.com/