First Lite opens first physical store in Idaho


First Lite’s new building is a one-stop-shop for fishing and hunting apparel, gear, accessories, and in-store events.

First Lite, a hunting apparel brand under the MeatEater, Inc. umbrella, has just celebrated the inauguration of its first physical store. The Hailey, Idaho store sells the full line of First Lite apparel and accessories, including its new waterfowl line. Equipment for hunters and anglers from sister companies Phelps Game Calls and FHF Gear is also available. Shoppers will also find equipment from Benchmade Knives, YETI, and more.

Photo/First Lite

Physical locations have unique advantages. The store will soon offer monthly events like cooking demonstrations and safety classes. First Lite – formerly a web-only company – is based in Hailey, so building the store there was a natural fit.

“As a direct-to-consumer brand, this gives us the opportunity to showcase our gear in person and provide personalized shopping experiences for all of our customers,” said Bridget Noonan, Vice President and General Manager. General Manager of First Lite, in a press release. “Our first-ever brick-and-mortar space will advance the way we interact with our customers and put First Lite at the forefront of the hunting and outdoor apparel market.”

duffel bags in the new First Lite flagship store
Photo/First Lite

A hunting and fishing empire

First Lite is a subsidiary of MeatEater, Inc., the brainchild of hunter and media personality Steven Rinella. Meat Eater, Inc. acquired First Lite in 2019.

“Since First Lite has become part of the MeatEater family, they have been an integral part of our growth and embody the direction we are taking as a company. We are proud to announce the next stage of this growth with the opening of this wonderful new store in Hailey where we can showcase the innovative products of First Lite and the entire MeatEater family of brands which we believe is the best gear on the market.. We are excited to open this store to the community and to all of our First Lite customers,” Dan Chumbler, CEO of MeatEater, said in a statement.

Steven Rinella is recording an episode of the MeatEater podcast at the new First Lite flagship location. Photo/First Lite

First Lite, MeatEater and FHF Gear have all established reputations for emphasizing the stewardship and conservation aspects of hunting.

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