Norm Thompson Outfitters (NTO) may have gotten its start selling hand-tied flies to fishermen, but today the catalog and online merchant outfits baby boomers with private-label and brand-name apparel, footwear, and accessories. The company also sells luggage, gifts, home accents, specialty foods, and seeds. Its private-label portfolio includes the Norm Thompson, Solutions, Sahalie, and Gold Violin brands. In addition to its Oregon headquarters, NTO operates a fulfillment center in Pennsylvania (most of its customers are closer to the East Coast). The company was founded in 1949 by Norm Thompson, an avid sportsman. It has been owned by Orchard Brands, a unit of private equity firm Golden Gate Capital since 2006.
Until 2011, NTO operated a handful of outlet stores in Oregon and New Hampshire, however, these locations only accounted for a tiny fraction of sales. The company switched gears, focusing on its primary business channels: e-commerce and catalog. NTO's average customer is between 45 and 64 years old with a household income of more than $60,000. About 80% of its customer base is made up of women.