Who Was The Real Eddie Bauer?

May 2024 ยท 2 minute read

In 1968, according to History Link, Bauer, who had made several fortunes, sold his company to some investors and promptly retired. What followed was a decades-long tale of the brand expanding, being sold, expanding further, and being sold again. By the 1990s, the brand had expanded beyond sporting goods and into infant car seats, eyeglasses, and even bedding. The brand retained at least some connection to its beginnings as a clothing outfitter, although the merchandise at the time was less sporting goods and more "casual lifestyle apparel," as History Link notes.

In May 2021, as Forbes reported, the brand merged with a holding company that also includes Brooks Brothers, Lucky Brand, Forever 21 and Aeropostale. Meanwhile, if the Eddie Bauer website is any indication, the brand is looking towards a bright future that includes sustainability practices and inclusivity. "We're just getting started!," the brand notes on its website. The company still sells its bread-and-butter products, including parkas and outerwear, as well as more casual items such as pants and T-shirts.

As for the man himself? His wife, Stine, whom Bauer called his "wilderness companion," died of pancreatic cancer in 1986. They had been married for 56 years. Bauer himself died of a heart attack two weeks later, according to History Link. They were survived by their son.

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