| Coghlan’s was incorporated on April
15, 1959. Prior to forming his own company, Norm Coghlan was a regional sales
representative for Coleman in western Canada. He joined Coleman in 1947 and was their
youngest salesman in both the United States and Canada.From 1947-53 Norm Coghlan was employed in
Coleman's small appliance division selling lanterns, camp stoves, lamps, mantles and parts
primarily to the hardware market. Many farm homes used Coleman lamps and lanterns for
their lighting.
In 1953 Norm transferred to the
heating division of Coleman and for the next six years sold and trained dealers in the
service and marketing of their extensive line of gas furnaces, water heaters, trailer
furnaces.
At that time, Coleman operated a
small service depot in downtown Winnipeg. In 1959 Norm convinced Coleman to sell that
service depot to him and he would operate it as a private company, but continue to be the
service and warranty depot for both Coleman’s small appliance line and their heating
and air conditioning products.
The two people employed by Coleman
joined the new company that was called Coghlan’s Gas Appliances Ltd. Later, as
accessories became the major part of the business, the name was changed to Coghlan’s
Ltd. The intention was to concentrate on the natural gas heating market that was opening
up in Winnipeg. At the same time, the retail store added camping equipment such as tents,
sleeping bags and air mattresses. This provided an excellent opportunity to learn just
what campers wanted, as they would bring their Coleman camp stoves and lanterns in for
repair as well as buying or renting other camping equipment. It was this exposure to the
retail customer that pointed Coghlan’s toward the accessory business.
The first thing Norm Coghlan
learned was that the customer wanted a way to make toast on their pump-up gasoline camp
stove. Such an item was being manufactured by an U.S. based company and sold by one of the
local hardware wholesalers. They sold very readily in Coghlan’s retail store and it
wasn’t long before Norm called the factory to see if he could purchase this item
direct rather than through the wholesaler. To his surprise he found the company was
discontinuing the product. But they did offer him the opportunity to buy their entire
inventory, which was approximately 25,000 toasters at a price of 25 cents each.
Coghlan’s rented outside storage and so began the distribution of accessories.
Sears in Canada were very strong
in camping in the sixties. Norm sent a sample to the camping buyer at Sears Canada. He
liked it and listed it. From that small little 10-ft x 60-ft retail store, Coghlan's began
shipping toasters to Sears stores across Canada.
Soon the 502A Flint Stove Lighter
and the 503A Flint Lantern Lighter were added – both offered a convenient way to
light a camp stove or a pump-up gasoline lantern. Packaging was now designed for the
Toaster, Stove Lighter and Lantern Lighter, and a single full color catalog page was
produced.
Sears Canada added the Stove
Lighter and Lantern Lighter. Coghlan’s was also selling other wholesalers and
retailers in Canada.
Norm Coghlan realized if these
items sell well in Canada, perhaps they will sell in the United States. He made a trip to
Minneapolis with his family, putting them up in his tent 20 miles outside of Minneapolis
while he did a little market research. It was obvious that if the items were available in
the U.S., the local retailers would buy them.
The next break involved the
camping buyer for Sears Canada, who wrote a letter of introduction to the Sears Roebuck
USA camping buyer. Norm traveled to Chicago to make a presentation. Equipped with a camp
stove, a lantern, the toaster, and the two lighters, he went into the interview well
prepared. Coleman was a well respected company in those days and when Norm told the buyers
that he had been with Coleman for 12 years and knew many of the senior people, they
realized he knew the camping business. After the demonstration to the buyer of Sears in
Chicago, the interview finished with him saying: “Those are very good items Mr.
Coghlan, and Sears will be listing them".
From there it was off to New York
to line up some representatives and Norm returned to Winnipeg with the start of what was
to develop into a nationwide rep organization.
That same year Norm traveled to
Chicago, again employing more reps. From those three items back in 1963 and ’64 it
wasn’t long before additional accessories were added. Coghlan’s developed the
idea of attractive blister carded packages for accessories. Coghlan’s over the next
few years introduced stretch cords, tablecloth clamps, waterproof matches, 3-way camping
mirror, toothbrush holders, soap holders, tent repair kits, sportsman’s saw,
do-it-yourself grommets, wax stick, nylon and vinyl repair tape, egg holders, salt &
pepper shakers – the list goes on. Be assured that Coghlan’s was the leader in
introducing new and unique camping accessories to the camping departments of the major
retailers in the United States and Canada.
The business continued to grow and
expand. Many items are bought in bulk with the packaging being done in Minneapolis and in
Winnipeg.
In many instances Coghlan’s
owns the tooling and has items made for them by outside sources. The best example is the
very first item – the Camp Stove Toaster. The company which it was originally
purchased from decided to discontinue it, so tooling was developed and the Camp Stove
Toaster has been made in Winnipeg since the mid-1960’s. Coghlan's have assembled and
packaged over 7 million 504D Toasters.
In the early years, Norm Coghlan
traveled to large European camping shows looking for new and unique items. We have now
exhibited in these European trade shows and have distributors selling our products in over
25 countries.
Coghlan's believes its success is
attributed to marketing a better quality product with attractive packaging. Superior
customer service and huge inventories guarantees on-time delivery. Coghlan's is without
question the Number One outdoor accessory line in the United States and Canada. Today,
with the next generation of Coghlan's taking over the guidance of this family business,
that well deserved reputation will undoubtedly be assured for many years into the future. |
