Alright, settle in, grab your lukewarm coffee (or maybe something stronger, depending on how your last hike went), because we're about to talk about Eastern Mountain Sports. Remember them? Yeah, the place where you went to buy that obscenely expensive backpack you only used once, or that fleece you *swore* was stylish even though it made you look like a sentient teddy bear? Good times, good times. But what *happened* to them? It's a story more winding than a trail on Mount Washington, so buckle up!
First, let's address the elephant in the room (or maybe the overly-stuffed, REI-branded backpack in the corner): EMS wasn’t exactly a spring chicken. They've been around since 1967! That's practically dinosaur years in retail. They started as a co-op, which sounds super wholesome and community-oriented, like a bunch of rugged outdoorsy folks sharing tips on the best way to roast marshmallows and avoid bears. In reality, it probably involved a lot of passive-aggressive notes about whose turn it was to clean the climbing chalk off the floor.
The Golden Age (or at Least, The Bronze Age)
For a long time, EMS was the place to go for serious outdoor gear on the East Coast. Think of them as the cool older sibling of your local sporting goods store. They had everything from climbing ropes that could supposedly hold a small car (don't try it, seriously) to ridiculously warm parkas designed for surviving the next Ice Age. They even had their own brand, which, let's be honest, was usually pretty decent and a whole lot cheaper than the fancy European stuff.
They expanded, they conquered, they put little EMS logos on everything from water bottles to sporks. It was a glorious time. Well, maybe not *glorious*, but definitely a solid, reliable era for anyone who needed to equip themselves for a weekend of conquering nature (or, you know, just pretending to conquer nature while mostly drinking craft beer by the campfire).
The Winds of Change (and Online Shopping)
Then, things started to get...complicated. The retail landscape began to shift. A giant, Bezos-shaped asteroid hurtled towards the Earth, showering us all with cheap deals and two-day shipping. Online shopping became a thing. And suddenly, trekking all the way to the mall to try on hiking boots seemed about as appealing as eating trail mix that had been festering in your backpack for six months.
EMS wasn't alone in this struggle, of course. Every brick-and-mortar retailer felt the sting. But EMS had some specific challenges:
- Competition, Competition, Competition: REI became a national powerhouse. Big box stores started carrying more outdoor gear. Suddenly, everyone and their mother was selling fleece jackets.
- The Price Wars: It's hard to compete with online retailers who don't have to pay rent on a physical store. People love a bargain, even if it means sacrificing the joy of awkwardly trying on hiking pants in a cramped dressing room.
- Branding Blues: While EMS had a loyal following, their brand wasn't always the *sexiest*. They were reliable, sure, but they weren't exactly generating the kind of Instagram-worthy buzz that gets people lining up around the block. Think durable work boots versus designer sneakers.
Chapter 11: The Plot Thickens (Like Cold Oatmeal)
Fast forward to 2020 (yes, *that* 2020), and EMS, along with its sister company Eastern Outfitters, filed for Chapter 11 bankruptcy. Dun dun DUN! It was a classic tale of too much debt, too much competition, and not enough people buying those ridiculously expensive backpacks. Honestly, who *actually* needs a backpack that costs more than a month's rent?
Chapter 11 is basically business-speak for "We're in trouble, but we're trying to fix it." It allows a company to reorganize its debts and operations while (hopefully) staying in business. But sometimes, it's just a prelude to something worse...
The End of an Era (Sort Of)
Spoiler alert: things didn't magically get better. In July 2020, EMS was acquired by a company called GoDigital Media Group. They proceeded to shutter all of the remaining physical locations, shifting the entire operation online. It was like watching your favorite mountain lodge get bulldozed to make way for a strip mall. Tragic!
So, is EMS *dead*? Not exactly. It exists as an online-only retailer. You can still buy their branded gear, but the experience is... different. No more browsing through aisles of tents. No more asking the suspiciously knowledgeable employee about the best way to prevent blisters. It's all just screens and pixels now. A bit soulless, if you ask me. Like ordering a campfire pre-lit and delivered to your door.
The Moral of the Story (Besides "Buy Local When You Can")
What's the takeaway from all this? Well, a few things:
- Retail is a brutal business. Seriously, it's like the Hunger Games, but with more sales quotas and less archery.
- Don't underestimate the power of online shopping. It's convenient, it's cheap, and it's probably going to be the death of us all (metaphorically speaking, of course… unless?).
- Sometimes, even the most beloved brands can falter. Nostalgia is a powerful thing, but it doesn't pay the bills.
- And most importantly, support your local businesses! They might not have the lowest prices, but they offer something that Amazon can't: a sense of community and a friendly face. Plus, they're way more likely to remember your name than Jeff Bezos.
So, the next time you're gearing up for an outdoor adventure, remember EMS. Remember the days of brick-and-mortar stores, knowledgeable staff, and the faint smell of pine needles and desperation. And maybe, just maybe, consider buying something from a local outfitter. You'll be supporting your community, and you might even get a decent cup of coffee while you're at it. Now, if you'll excuse me, I need to go find that ridiculously expensive backpack... I think I left a half-eaten granola bar in there.
The Legacy (or at least, the online reviews)
While the physical stores are gone, the *idea* of EMS kind of lives on, albeit in a digital afterlife. Their website still sells EMS branded gear, and other outdoor brands. You can still find reviews of their old equipment online, from die-hard fans who swear by their sleeping bags, to disgruntled customers who claim their hiking boots fell apart after only one mild stroll. It's the circle of retail life, really. A store rises, it thrives (for a while), it faces a changing landscape, and eventually, it either adapts or fades away. EMS chose to adapt, albeit in a very different form than its original, cozy co-op.
So next time you see an EMS logo, take a moment to remember the good old days, and maybe even buy a t-shirt online. Just don't expect anyone to help you find the right size. You're on your own there!
