Eastern Mountain Sports (EMS), founded in 1967 in Wellesley, Massachusetts, has long been a cornerstone of the outdoor retail industry in the Northeastern United States. Specializing in outdoor gear and apparel, EMS has catered to adventurers and nature enthusiasts for decades. However, the company’s journey has been marked by significant challenges and transformations, particularly in recent years.
Historical Overview
EMS was established by camping enthusiasts Alan McDonough and Roger Furst, aiming to provide quality outdoor equipment to the Boston area. The first store offered products from the Gerry outdoor equipment line and downhill skis. Over time, EMS expanded its offerings and locations, becoming a reputable name in outdoor retail. The company also initiated EMS Schools, providing classes in activities like rock and ice climbing, kayaking, stand-up paddleboarding, trekking, and skiing, with headquarters in North Conway, New Hampshire.
Ownership Transitions
Throughout its history, EMS underwent several ownership changes:
- 1979: Sold to The Franklin Mint, which was later acquired by Warner Communications in 1981.
- 1985: Warner sold EMS to the American Retail Group.
- 2004: Acquired by investors led by J.H. Whitney & Company.
- 2012: Purchased by Versa Capital Management.
- 2017: Acquired by Sports Direct International plc.
- 2022: Sold to GoDigital Media Group.
Recent Financial Challenges
In June 2024, Mountain Sports LLC, the parent company of EMS and Bob’s Stores, filed for Chapter 11 bankruptcy protection. This decision was influenced by a liquidity crisis, with PNC Bank alleging that the companies owed nearly $29.4 million in loans secured in April 2023, in addition to $26.6 million in unsecured debt to landlords and trade creditors.
Following the bankruptcy filing, all Bob’s Stores locations began liquidation sales, leading to their closure by mid-July 2024. The future of EMS was uncertain during this period, with several stores undergoing inventory blowout sales and six locations announced for closure, including Deptford (NJ), Freeport (ME), Hyannis (MA), Manchester (NH), Waterford (CT), and Westborough (MA).
Acquisition by Mountain Warehouse
In August 2024, Mountain Warehouse, a British outdoor clothing and equipment retailer, emerged as the stalking horse bidder in the acquisition process of EMS. The $5 million bid aimed to continue operating seven core EMS stores under the existing brand name, preserving over 100 jobs.
The stores set to remain operational are located in:
- Lake Placid, NY
- Saratoga Springs, NY
- Burlington, VT
- West Lebanon, NH
- North Conway, NH
- Portsmouth, NH
- Hadley, MA
Mountain Warehouse plans to retain the EMS name and build upon its heritage, with ambitions to expand the store count over time. Mark Neale, founder of Mountain Warehouse, expressed a desire to restore EMS to its former prominence, noting that at its peak, EMS had over 100 stores.
Current Status and Future Outlook
As of December 2024, EMS operates under the ownership of Mountain Warehouse, focusing on stabilizing and revitalizing the brand. The retained stores continue to serve their communities, offering a range of outdoor gear and apparel. Mountain Warehouse’s expertise in the outdoor retail sector is expected to play a crucial role in EMS’s resurgence, with plans to eventually expand the brand’s footprint in the U.S. market.
The journey of Eastern Mountain Sports reflects the dynamic nature of the retail industry, marked by resilience and adaptability. With the support of Mountain Warehouse, EMS aims to continue its legacy of providing quality outdoor equipment and fostering a community of adventure enthusiasts.
Eastern Mountain Sports: Embracing Sustainability and Innovation
In its resurgence, Eastern Mountain Sports (EMS) remains deeply committed to sustainability, a cornerstone of its operations. The brand has consistently prioritized eco-friendly practices, including the use of sustainable materials in its gear and apparel. From recycled fabrics to biodegradable packaging, EMS aims to minimize its environmental impact while serving outdoor enthusiasts. The partnership with Mountain Warehouse enhances these efforts, as the British retailer also emphasizes sustainability in its supply chain and product offerings.
Additionally, EMS is embracing innovation to adapt to the evolving retail landscape. Enhanced e-commerce platforms, virtual outdoor gear consultations, and interactive online tutorials for outdoor activities are some of the ways EMS is reconnecting with its audience. The brand is also integrating advanced technology in its product lines, such as lightweight materials for backpacks and advanced moisture-wicking fabrics for outdoor clothing.
Community Engagement and Education
EMS has long been more than just a retailer; it is a community hub for outdoor enthusiasts. The continuation of EMS Schools under Mountain Warehouse’s ownership underscores this commitment. With courses on rock climbing, ice climbing, kayaking, and more, EMS Schools remain a valuable resource for individuals looking to develop their outdoor skills safely and responsibly.
Moreover, EMS has resumed organizing community events such as hiking meetups, outdoor workshops, and gear demonstrations. These activities foster connections among outdoor enthusiasts and promote a culture of exploration and environmental stewardship.
Challenges and Opportunities
While the future appears promising, EMS faces several challenges. Competition from online retail giants and niche outdoor brands requires EMS to consistently innovate and differentiate itself. Additionally, retaining customer loyalty in a rapidly changing market will demand a balance of quality, affordability, and exceptional service.
However, these challenges also present opportunities. EMS can leverage its rich history and reputation to build stronger relationships with loyal customers. Collaborations with local outdoor organizations and influencers can help the brand maintain its relevance and expand its reach.
Looking Ahead: A New Chapter
As EMS moves forward under Mountain Warehouse’s stewardship, its legacy as a trusted outdoor retailer is poised for a renaissance. The brand’s commitment to sustainability, innovation, and community engagement aligns with the values of modern consumers who seek not just products but meaningful connections to nature and adventure.
With the revitalized focus on its core values and the support of Mountain Warehouse’s global expertise, EMS is ready to write the next chapter of its journey. From seasoned adventurers to beginners, EMS continues to inspire people to explore the great outdoors, ensuring that the spirit of adventure remains alive and thriving in the years to come.
Conclusion
Eastern Mountain Sports has experienced a tumultuous journey marked by financial challenges and ownership changes. However, the recent acquisition by Mountain Warehouse offers a promising path forward. By focusing on core strengths and leveraging new resources, EMS aims to continue its mission of connecting people with nature and each other, inspiring happiness through outdoor experiences.
FAQs about Eastern Mountain Sports
What is the current status of Eastern Mountain Sports?
In August 2024, Mountain Warehouse, a British outdoor clothing and equipment retailer, acquired EMS for $10 million. This acquisition preserved seven core EMS stores and over 100 jobs, with plans to operate these stores under the EMS brand.
Which EMS store locations remain open?
The seven EMS stores that continue to operate are located in:
- Lake Placid, NY
- Saratoga Springs, NY
- Burlington, VT
- West Lebanon, NH
- North Conway, NH
- Portsmouth, NH
- Hadley, MA
What happened to the EMS stores that closed?
Following the bankruptcy filing in June 2024, several EMS stores were closed, and liquidation sales were conducted. Stores in Deptford (NJ), Freeport (ME), Hyannis (MA), Manchester (NH), Waterford (CT), and Westborough (MA) were among those closed.
Is the EMS website operational?
As of November 2024, the EMS website is undergoing updates to enhance the online shopping experience. Customers are encouraged to visit physical store locations for their outdoor gear needs during this period.
What is EMS’s return policy?
EMS does not offer free returns and exchanges. Shipping fees are non-refundable, and customers are advised to check the latest return policy details on the EMS website or contact customer service for specific information.
What are the future plans for EMS under Mountain Warehouse’s ownership?
Mountain Warehouse plans to stabilize and grow the EMS brand, with intentions to expand the number of stores over time. The goal is to restore EMS to its former prominence in the outdoor retail industry.