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Carhartt is moving into Murray, choosing the community initially known for its smelters as the site of the outerwear company's second brand-centered retail store.
"Coming to Utah was really an easy decision," said Tony Ambroza, vice president of marketing for the Dearborn, Mich.-based company started in 1889 by Hamilton Carhartt to provide railroad workers with overalls tough enough to withstand the rigors of their gritty jobs.
"Our brand and our products are known for their rugged, durable construction suitable for active people. That translates perfectly for the lifestyles you lead out in Utah."
Although Carhartt's outerwear products would have appealed to the smelter workers who first settled in large numbers in Murray, a new generation of company products is targeted toward outdoor recreationists who populate the Wasatch Front, Ambroza said.
Carhartt also is in its fourth generation of family ownership, Ambroza noted, so Utah's reputation as a family-oriented state was consistent with company values.
And, bottom line, it just made good business sense. "Salt Lake's economy is one of the stronger economies in the country," he added.
Carhartt products already are sold in nearly 70 retail outlets along the Wasatch Front, from Intermountain Farmers Association and Sportsman's Warehouse outlets to Reams and AA Calister.
But the Murray store, which will open next Monday or Tuesday at 116 E. Winchester St. (6500 South), is only the second in the country to bear the company name and to sell only its products. The first opened last October in Portland, Ore.
Carhartt CEO Mark Valade predicted the brand-name store will build awareness of company products and increase sales for other retailers carrying the brand.
Overall, he added, "our company mission has always been to deliver exceptional, rugged apparel and footwear. This is especially important to a state like Utah with four stunning seasons, world-class skiing and families who enjoy an active, outdoor lifestyle in both their work and leisure."
The opening coincides with the appearance of Carhartt commercials on national television programs, including a spot during the Sunday Night Football game between the New England Patriots and the Pittsburgh Steelers.
It featured a camper escaping an attack by wolves unscathed because he was wearing a tough Carhartt coat.
"We're excited about this one-two punch" of advertising and new-store openings, Ambroza said, confident it will appeal to people unfamiliar with the brand, while giving "our loyal, strong and true following … exposure to more Carhartt products than they've ever seen before."
As an example, he noted that the Carhartt store will have complete lines of products for women and children.
"Active women in Utah will be very happy to find we have product for them," Ambroza said.
Carhartt store
Where • 116 E. Winchester St. (6500 South) in Murray
Hours • 10 a.m. to 9 p.m. Monday through Saturday, noon to 5 p.m. Sunday
Employees • 15
What • 10,000 items to start