Tell us about the history of Fox Outdoor Products.

Danny:   Fox Outdoor Products traces its roots to my late Uncle, Harry Fox, a Chicagoan who started in the surplus industry after WWII in the early 1950’s. Many of you will remember Harry as a “pillar” and one of the early pioneers in the army navy industry. He was one of the major players in the marketplace in those days.  His business, Seaway Importing Co., flourished and became a driving force as an importer and distributor of recreational and leisure equipment. Seaway was one of the first wholesalers who began supplying major chains in the early 1960’s, including K-Mart, Pamida Stores, and the Gibson chain. Harry, however, always continued to focus on the independent retailer, maintaining a very strong identity with the army-navy trade.

Editor: In 1981, after Harry had sold Seaway and had been retired for the better part of 10 years, Harry decided to come out of retirement and joined his nephew to create  Fox Outdoor Products. Their initial market strategy focused on purchasing and distributing closeouts and surplus inventories geared to the sporting goods, outdoor and army navy trade. This led to ultimately developing a core line of imported continuity items, including military footwear, rainwear and camping gear. These goods had a target market of army navy and sporting goods stores, principally the independent ones. 

Danny: In the early 1980’s, overruns and closeouts from manufacturers could be purchased by wholesalers and resold to the retail trade.  In today’s world, large inventories of closeouts and overruns are typically sold directly to the retail trade, such as Odd Lots, Dollar Stores, etc . Once the continuity business became our focus, the company, in 1985 after operating out of public warehouse in Chicago, moved to its warehouse facility in Evanston, Illinois. Harry became ill shortly after, and died in 1991. The business remained in Evanston, Illinois, and was relocated in the summer of 2004 to its current facility in Melrose Park, Illinois. During the past 21 years, the company has grown and developed significantly. The company’s business model is now heavily focused on the purchase and distribution of a value line of tactical, enforcement and security gear. However, it continues to service the army navy trade, having never disregarded, deemphasized, or discontinued its roots! And, if there are “deals” available that are synergistic and complements its product line, the company seeks these goods opportunistically!

Tell us more about your business. 

Danny: I have worked extremely hard in the over 32 years of our business life to build a company that today enjoys an outstanding reputation for its customer service, the personal interest that it takes in its customers, and in the strong vendor relationships that it has developed with its suppliers both overseas and domestically. In the past few years, we have succeeded in marketing our products under a number of brand including: FOX TACTICAL, FOX ENDURANCE, FOX ENFORCEMENT, FOX ADVENTURE, as well as other brands. We have relationships with vendors in Asia that go back for the 32 years- since our beginning. One of our proudest achievements is the development and implementation of a fully integrated, REAL TIME, BUSINESS to BUSINESS website which accommodates the needs of a great number of our customers. We are strongly committed to ensure that the website is continuously updated and provides its user with an experience that is positive and friendly. We maintain a database that has accuracy and integrity. Let it be noted that we still have numerous accounts that purchase goods from Fox Outdoor by phone, email, and by fax. We strive to do whatever is best for the customers, by being accommodating and helpful!  It might be noted that in today’s marketplace, many wholesalers and competitors who have websites for the trade, also sell directly to consumers on an ecommerce basis. It is our philosophy not to do this, because of the conflict it creates. Our attitude has been that: “You are either a wholesaler or a retailer. You cannot be both!”

Editor:    Danny has indicated to me that his greatest asset is his human resources- his personnel. The people in his organization are extremely important to him and comprise the cornerstone of his philosophy of business ownership. Danny takes pride in his entire staff:  the warehouse team as well as the office team. Again, to him, the greatest asset on his balance sheet is the people who work for him and with him. This philosophy is evident in that the majority of his employees have been with him for 20 years or more. They are good to him and he is good to them- it is a 2 way street!  Collaboratively working in teams with Danny, employees deliver quality products to its customers at a competitive value price and with the ultimate of customer service and personal attention. 

What makes Fox Outdoors unique?  

Danny: Fox Outdoor Products is unique in a number of ways.  We are most readily identified in the marketplace as being amongst the strongest and innovative suppliers of bags, packs, and related accessories- geared to the army-navy, tactical, enforcement, and security trade. The company markets one of the most extensive lines of product in the trade, under various brand names .We are the largest producer and importer of cotton canvas military type  bags in the industry. Based in the Midwest, we operate as a one stop shopping source for the independent army navy store- carrying not only packs, but also adventure gear, clothing, novelty items, and a host of other related products— approximately stocking 3,000 SKU’s.  We have maintained our commitment, given our roots going back to the early years of the late Harry Fox, to the army navy industry. We participate in all trade shows and advertise in all trade publications.  I am a firm supporter of the ANME Expo and the ANME NEWSand take delight in the fact that under the leadership of David Castlegrant and his staff, the Expo and the News have developed and grown by leaps and bounds. David is a consummate gentleman, whose business philosophy is an exact mirror image of mine!  

Editor:   Danny Fox strikes me as a man who “walks the talk.” He seems to live and breathe his philosophy of personal and financial integrity. He is a man who treats others with respect and builds long lasting relationships. This sounds to me like the definition of anhonorable entrepreneur, does it not?  

What advice would you give to beginning entrepreneurs?  

Danny:   Entrepreneurs who wish to come into this market place during a challenging economic environment must do so with a unique niche. In other words, it would not be a wise idea to be a new entrepreneur trying to sell cotton bags or BDU clothing! Along with filling this new niche, a beginning entrepreneur should be well capitalized and develop strong and viable relationships with vendors or others in the industry in which she or he is trying to enter. It is also important to establish a reputation which is honorable and fair. Many people do not succeed because they are not patient. It takes time to become successful. Also, unless a product is patented, there is no such thing as exclusivity, and typically in 90 to 120 days, competitors will be copying what you are doing. As a side note, our philosophy of product development is never to copy a competitive product. However, if we are advised by a customer to carry an item that is already being sold by a competitor, we take that product, modify/reconfigure and provide it with more features and benefits. In other words, we engineer it to make it unique and distinct to Fox Outdoor!  Thus, entrepreneurs need to be innovative and creative, continuously changing and keeping a close eye on trends in their marketplace.  Finally, and most importantly, one needs to maintain perspective and not get carried away with “delusions of grandeur.” Build your business with fiscal control and financial integrity and credibility. Develop a name which makes you proud. After all, at the end of the day, if you don’t have your name, then you have nothing!

Editor:  The ANME News extends our heartfelt thanks to Danny Fox of Fox Outdoor Products for this inspiring interview.