4. Abercrombie & Fitch Sold Shotguns
Fashion brand Abercrombie & Fitch was founded in 1892 in New York by, you guessed it, David Abercrombie and Ezra Fitch.
It was a far cry from the trendy outlet that we know today, as back then, it was the brand of choice for wealthy businessmen who wanted to stock up on their shotguns, and fishing rods before heading out into the country.
They even had a shooting range in their store.
Despite becoming a favorite for a number of prominent men such as Ernest Hemingway, disaster hit the company in the mid-70s when they were declared bankrupt.
In an attempt to revive the failed business Limited Brands took over the operation in 1988, focussing on clothing for a younger audience.
Limited Brands had become somewhat of a “turnaround” specialist – notably with that of Victoria’s Secret, and Abercrombie & Fitch’s experience was very much the same.
With a mass appeal to a younger audience and high-quality garments, Limited Brand’s revival was complete as the 90s saw the most successful period in the company’s history resulting in a public offering on the New York Stock Exchange in 1996.