More than an Outfitter?
“A common misconception is that we only sell canoes and kayaks,” Brandon Williams says as he gestures to the boats that hang from the walls and rafters. “But in truth, we are so much more than an outfitter. There is a reason we didn’t put outfitter in our name; we didn’t want to narrow ourselves down and be labeled as just ‘a gear shop’ or just ‘a fly shop’ that might not interest everyone. So while we do offer the knowledge and experience on the outdoor side of things, we also have goods that attract a much wider range.”
Fricks adds, “We would often go to places like that and I would rather just stay in the car because I knew there would be nothing in there for me.” The Canoe House endeavors to be different. It aims to bring a unique piece missing from Broad Street, and in doing so has created intrigue that brings customers back again and again.
The Brand
“Yes, we sell fly rods and backpacking gear, but the key to our success lies really in the crossover brands. We have a unique assortment with a widely varied price point, that literally appeals to every demographic. Most importantly we believe in quality of the goods we sell, we have built relationships with the brands, and that makes us confident to stand behind the products. I mean, these are products that I use,” Williams says.
Buying local rings especially true for this business power couple. Featuring many local artisans in their inventory, Fricks and Williams are committed to supporting small town commerce. Soaps by Terrapin Trading Company, Blake McAlister’s MAC custom knives, and bamboo fly rods by Jay Couch are local names we all recognize. However, the phrase support local business takes on a new meaning at the Canoe House, where the decision for brand support starts at the source.
Williams explains, “Last year we featured a denim jacket by Topo Designs. What interested me in this item is that it was hand stitched in Boulder, Colorado, made from denim produced at Mount Vernon Mills in Trion. These are American products supporting American workers and their families.
Even the socks we sell, Farm-to-Feet, is a brand that is committed to using USA materials, USA manufacturing, and USA workers. We have big brands and small vendors alike, but ultimately, we have a sense of community. It is a neat experience to walk around our town and hear someone say, ‘Hey, that’s the guy that made my knife.’”
Defying tradition, The Canoe House creates a masterpiece of cohesion through all the key products that cross over gender and age preconceptions. “I come here all the time. It’s really a one-stop-shop-for-the-whole-family experience; my husband and son are fishermen, my teenage girls love the clothes, and I am a huge SEC fan so this is where I get gifts for my friends,” chuckles customer Wendy Whitley. “What I love the most is the personal touch. It’s a family business, and they really know me.”