'Hidden' business finds nation-wide market

By CHRIS VETTER

Journal Staff Writer

NEW ULM -- Kevin Krueger's Internet business is a hidden industry within New Ulm. People who drive past his warehouse may not even realize he is there.

You might say Krueger's business is camouflaged from the public.

Krueger owns Sportsman's World on 16th Street South in town. He sells camouflage clothing, hunting knifes and watches, and various hunting apparel over the Internet.

"It's been a lot of fun," Krueger said. "No one knows I'm back here. This is the quiet side of the business."

While Krueger doesn't have a retail outlet in his 6,000-square-foot warehouse, he does sell items at the New Ulm Building Do-It Center.

Krueger said he has been using the Internet for more than a decade, and got the idea two years ago to merge his love of hunting paraphernalia with the World Wide Web.

He discussed his plan with Bill Jordan, the owner of Realtree, a brand of camouflage clothing. Krueger pitched the idea of selling Team Realtree shirts, pants and hats on the Internet. Jordan agreed, and a new business was born. Krueger can boast that he is the only Internet provider of Realtree products.

Shipments of hunting clothes and camouflage wear are shipped from around Minnesota, Wisconsin and Tennessee to Krueger's New Ulm warehouse.

For Krueger, the business has become a full-time job. In February alone, his Website received more than 103,000 hits.

"It takes some time to build it up," Krueger said of his Web page.

Krueger estimates that he receives 40-50 orders a day, both over the phone and through the Web page.

"A lot of people find the merchandise on the Web, then call in their orders," he said. "They have a stigma or a fear of putting their credit cards on the Internet."

Once an order is made, Krueger prints receipts, fills a box and ships out the merchandise.

"People come in at night or after school and help pack the boxes," he explained.

Krueger is amazed that people all across the nation have found his site. He said a Hollywood movie company recently made a large purchase of hunting products to use as props in a movie it will be shooting this year.

"It was just them seeing what was out there," he said.

While Realtree is among his top selling lines, Krueger also sells boots, jackets, watches and archery equipment from other manufacturers.

The warehouse is relatively empty right now, but Krueger said that will change, as he is expecting large shipments of spring hunting gear. His merchandise offerings change with the seasons.

"Before Christmas, (the warehouse) was full," he said.

The business is growing and is not suffering from the financial crunch other Internet-shopping firms have experienced, Krueger said.

"Two weeks ago, I got an order from Hawaii. That was my last state," he said. "I've now done business in all 50 states."

Many shoppers buy camouflage shirts that are casual wear T-shirts, and are not intended for hunting. The Realtree line includes emblems of favorite NASCAR drivers across the front, which have become a popular seller, Krueger said.

"I'm almost completely cleaned out of Dale Earnhardt stuff," he said while pointing at some bare shelving units. Interest in Earnhardt paraphernalia has increased since his death in a racing accident last month, Krueger explained.

Brian Tohal, coordinator for the New Ulm Economic Development Corporation, praised Krueger's company.

"Businesses like that are a part of the wave of the future," Tohal said. "It's exciting that some New Ulm businesses are able to take advantage of this technology. These businesses can happen anywhere."