DON WILCOX

THERE ’ S A NEW RETAIL outdoors landscape in the National Capital Region .

After decades of being served mainly by small and medium-sized retailers – remember when Le Baron was king of the local heap ? – local outdoors enthusiasts are now the target of a David and Goliath tug of war for their recreation dollars .

Superstores have been battling for years in other sectors – food , home décor , home improvement , you name it . Now you can add the great outdoors .

“ In Canada , Ottawa is one of the best retail outdoors markets ,” says Brian Hand , manager of SAIL ’ s 70,000 square foot superstore . The Quebec-based retailer opened in The Trainyards in 2011 after it

found the National Capital Region significantly “ under-retailed .” Last fall , American behemoth Cabela ’ s followed with its own Kanata megastore .

The reasons are many and varied .

People living in Ottawa and Gatineau have access to thousands of lakes and rivers , including spectacular fisheries in the Ottawa , Rideau , Gatineau and St . Lawrence rivers . We ’ re within easy reach of the Gatineau Hills , the picturesque Ottawa Valley , the Frontenac Region , even the Adirondacks just to the south .

We also have the extensive NCC Greenbelt , common ground for hikers , cyclists , joggers , skiers , snowshoers , birdwatchers and other physical activities .

“ Ottawa is a huge outdoors community … ( and ) our economy is far more stable than any other economy in Canada , purely because we ’ ve got the federal government here ,” Hand says . Stable jobs , good pay and “ cubicle sickness , they can ’ t wait for Friday .”

The arrival of these big new retailers sent shock waves through the local industry . Most notable among the casualties was the shuttering of Le Baron , and not just the Ottawa location . The entire four-store chain shut down , ending a 58-year tradition .

But not everyone is throwing in the towel . Some smaller retailers are thriving – and might even owe a vote of thanks to their much larger brethren .

Rob and Jen Lavigne – owners of That Hunting Store in Richmond .

“ The big names draw people to the area ,” says Jen Lavigne , who with hubby Rob owns THAT HUNTING STORE in Richmond . “ People drive from all over to the area , and while they are here they are looking around to see what else is here . It gives them the opportunity to come and check us out .

“ The week that Cabela ’ s opened , we were swamped .”

Two key factors often decide whether smaller retailers live or die , says Carleton University consumer behaviour expert Robin Ritchie . “ Excellent customer service and building a relationship with your customers , so you understand what their needs are ,” Ritchie says . “ I think that ’ s been a competitive advantage for small business for years .”

Understanding their customers led the Lavignes to make a major change this winter . As the name now implies , it ’ s no longer That Hunting and Fishing Store .

“ We do listen to customers and we try to provide what they want ,” Jen Lavigne says . Most of their clientele are hunters , gun and archery enthusiasts . So , they are specializing , expanding those areas and greatly reducing the fishing section .

Specialization is also crucial to Ed Puddephatt . It ’ s been the philosophy

behind his successful fishing tackle shop PADDLETALES , in Winchester , for over two decades . “ We specialize out here . I am a bass snob , plain and simple .

“ Every time a chain store opens in the area , our business goes up ,” Puddephatt says . So Puddephatt caters mainly to a “ more serious ” clientele than those who fish just a couple of times a year . He ’ s happy to serve novice anglers , but they ’ re not his core business .

He says CABELA ’ S and SAIL appeal most to the “ one size fits all ” crowd . As people become more involved in outdoors pursuits , demanding more specialized products , niche retailers like him come into play .

He gets agreement on that from a surprising corner . “ There is always room for a focused retailer who knows what they are and knows who their customer is ,” says Hand ,

Ed Puddephatt owner of Paddletales fishing tackle store in Winchester .

the SAIL manager . “ We tend to be a bit more generalist .”

While they go head-to-head in many areas , even the big guys position themselves carefully . Cabela ’ s “ tends to be a bit more on the bullet side of the hook-and-bullet genre ,” says Hand .

SAIL features an extensive paddlesports area with dozens of canoes , kayaks and racks of accessories . In addition to racks of fishing gear , camping needs , clothing and boots .

Ritchie , the consumer behaviour prof , adds that smaller retailers have another advantage . “ Corporations are not very nimble . Small retailers have the opportunity to be more nuanced , to reach out to smaller suppliers who might have more specialized products .”

A view from the second-floor fishing section of the Ottawa SAIL outdoors store .