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Bass Pro Shops is not just about rugged outdoorsmen, and it wants women to know that.

So in March the cataloger/retailer of outdoor gear launched the 80-page Bass Pro Shops Collections, its first book to target women. Larry Whiteley, spokesperson for the Springfield, MO-based merchant, says the women’s apparel catalog will be produced annually.

"What spurred the catalog was the growth of our retail stores and consumers finding out we are more than just a fishing store," Whiteley says.

The book, which mailed to both customers and prospects, sells activewear, swimwear, lingerie, and accessories. The Collections line first appeared in Bass Pro Shops Outdoor World superstores in 2003. In addition to the proprietary brand, the catalog offers apparel from national brands such as Clarks, Columbia, and Merrell.

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