The outdoorsman asking the question was uncertain about buying a pair of Cabela’s binoculars, because he was concerned the model he was interested in might not be continued, and if so, he wanted to know what assurance he had that Cabela’s would stand behind a discontinued item. He was comparing the model in question with a pair made by what he termed, "a major manufacturer."
I had to suppress a chuckle, knowing that the company he considered superior in the optics business has only a fraction of Cabela’s experience in this field.
In 1976, Jim Cabela and CEO Dennis Highby traveled to Japan to develop a direct marketing relationship with the industry’s top optical specialists. They did this personally, instead of using a sourcing agent, which is the most common approach for most manufacturers. Cabela’s was the first retailer in the outdoor industry to try such an approach, and while others have followed suit years later, the relationship Cabela’s enjoys with these sources runs deep.
I diplomatically pointed out that every manufacturer releases new designs each year and discontinues the models those new designs replace. It’s a common part of the cycle of all products, not just optics, but for Cabela’s it really doesn’t matter if they still make a product or not. The term "Satisfaction Guaranteed" doesn’t mean as long as it’s still part of a product line. It means now and forever, period!
Now, as the largest direct marketer in the United States, Cabela’s sources optics from Europe as well as Japan, and other products from every corner of the globe, where factories are capable of producing top-quality products at competitive prices. What that means to optics consumers is the same quality glass, components and assembly techniques with the cost savings that only a direct purchase makes possible.
Cabela’s-branded products have long been known for quality, value and the peace of mind that a satisfaction-guaranteed policy gives to a purchase.
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