By Layton Norris
STEVENS POINT – Fall Line Outfitters Co. is a full-service fly fishing and outdoor apparel shop which is located at 904 Main Street in Stevens Point.
Owner Craig Cook described his business as a shop that aims to provide the community with all of the gear they would need to fly fish or to partake in a range of other outdoor activities.
“We are what you would call a full-service fly fishing shop which [provides] guide services, all gear, accessories, and clothing that you would need to be outfitted with for fly fishing. We also carry high-end hiking shoe brands, backpacks, and various high-end camping gear such as tents, sleeping bags, sleeping mats, cooking accessories, and fuel,” commented Cook. “We also have three different veteran-owned coffee brands to offer alongside our own coffee brand.”
Throughout the year Cook plans to continue to build upon the reputation of his business. In addition, and plans to expand the size of his store and launch a full-service coffee shop.
“Our plan is to be the number one quality brand outfitter in Central Wisconsin and hopefully in 2022, we will be launching a full-service coffee shop. Eventually, our plan is to become a two-story retail store downtown,” stated Cook. “We really want to work hard to be like what back-in-the-day would be considered an anchor store. So, anchor store meaning we are one of the main stores downtown that drives customers downtown not only to shop at our business but at other businesses too.”
Prior to opening Fall Line Outfitters Co., Cook served in the U.S Army for 22 years which is how he ended up in Stevens Point. When planning for his retirement, Cook decided that he wanted to open a business of his own in Stevens Point.
“I did 22 years in the military and I knew that when I was getting ready to retire that I would have to come up with a plan and I went with the idea that I wanted to have my own business,” explained Cook. “We began by creating custom [military] apparel but then we started getting more into the outdoor stuff. So we were selling fly fishing goods, which is a passion of mine that I did when I was a small child and then we did some snowboarding and skiing goods, then we started getting into more of the outdoor apparel side of things. The business evolved and got into more high-end clothing and gear. And there was a need for it, especially on the fly fishing side of things since there are only 8 fly fishing shops in the whole state of Wisconsin.”
As a business owner Cook strives to provide high-quality goods and services and feels that it is important to value the community and always give back to it.
“Our values are to be great stewards to the community,” expressed Cook. We give back to a lot of different organizations, schools, and we host free fly fishing trips for veterans. Our main goal is not only to be a retail business downtown; our mission is to help fund and grow our community.”
Fall Line Outfitters Co. is open on Monday – Friday from 10 a.m to 7 p.m, and on Saturday from 9 a.m to 5 p.m. Starting in May of 2022 and lasting until August of 2022, Fall Line Outfitters Co. will be open 7 days a week.
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