G.I. Joe's

G.I. Joe's

File:Gi joes logo.png
Company type	Private
Industry	Retail
Founded	Template:Sda
Defunct	2009 (2009)
Fate	Chapter 11 Bankruptcy Liquidation
Headquarters	Wilsonville, Oregon, U.S.
Products	Sporting goods, clothing, auto parts

G.I. Joe's was a privately owned retail chain focusing on sporting goods, ready-to-wear apparel, and automotive parts, primarily serving the Pacific Northwest region of the northwestern United States. Established in 1952, the company expanded to operate 31 locations throughout Oregon, Washington, and Idaho. Headquartered in Wilsonville, Oregon, it underwent a rebranding to Joe's in 2007 before ultimately filing for bankruptcy and ceasing operations in 2009.

20th-century history

Entrepreneur Edward Orkney launched G.I. Joe's in 1952 by selling army surplus sleeping bags from a tent in Portland, Oregon. By 1956, the store had grown into the largest sporting goods and outdoor equipment retailer in Portland. During the 1960s, Orkney transitioned the business away from military surplus toward a broader product assortment that included sporting goods, automotive components, and hardware supplies. The 1970s marked further growth into the Portland metropolitan area with an expanded inventory featuring housewares, garden equipment, and clothing. Following Edward Orkney’s passing in 1976, leadership passed to his son David Orkney.

A distribution facility was opened in Wilsonville in 1979 and later expanded in 1986 to accommodate increasing operational demands. By 1983, the chain had launched its eighth store in Eugene, Oregon. Concurrently, G.I. Joe's operated 16 The Jean Machine outlets; combined revenues for both brands totaled $68 million in 1982.

In 1991, G.I. Joe's entered the Seattle market with 14 stores generating $135 million in sales. The CEO role transitioned from David Orkney to veteran employee Norm Daniels in 1992. The Seattle locations emphasized automotive parts alongside sporting goods.

The company pursued an initial public offering (IPO) in 1998 intending to support regional growth but withdrew due to undervalued share pricing. By the year 2000, with a network of 17 stores, revenue had climbed to $161 million. At that time, G.I. Joe's ranked as the twelfth largest sporting goods retailer nationwide and was the leading retailer of its kind within the Pacific Northwest. Additionally, it was listed as the 142nd largest U.S. retailer by revenue.

G.I. Joe's changes to Joe's

On February 5, 2007, private equity firm Gryphon Investors acquired G.I. Joe's in a deal valued at approximately $50 million. The company rebranded as Joe's in March 2007, officially adopting the new name on April 1 to better reflect its emphasis on non-military merchandise. That same year marked the opening of its 28th store—the first location established in Meridian, Idaho—and plans were announced for a new distribution center at its Wilsonville headquarters. Joe's had been a principal sponsor of Portland’s annual C.A.R.T. race until the event concluded in 2007. In January 2008, Hal Smith succeeded Norm Daniels as CEO. The company reached its highest revenue point of $274 million during the fiscal year ending in 2008.

Demise

In December 2008, sales dropped by 10%, largely due to harsh winter storms in the Northwest during the pivotal holiday period. This downturn triggered breaches of loan agreements with key financial institutions. Although the owners attempted to inject additional capital, lenders declined to modify loan terms or extend further credit.

On March 4, 2009, Joe's initiated Chapter 11 bankruptcy proceedings with the intention of selling the enterprise. Unable to secure adequate funding, the company accepted a $61 million liquidation offer from Gordon Brothers Group. The liquidation sales commenced on April 10, 2009, and by late May, all retail locations had shuttered, resulting in approximately 1,600 job losses.

By June 2009, Dick's Sporting Goods began refurbishing former Joe's outlets, starting with the Hillsboro, Oregon site. The company later acquired five more former Joe's stores within Oregon and one in Meridian, Idaho, incorporating them into its broader regional growth plan.

Restart attempt

In January 2010, a group of former Joe's executives, including Edward Orkney’s son, opened a modest store in Bethany, Oregon, aiming to revive the G.I. Joe's brand. However, this endeavor ceased within six months after UFA Holdings, which held trademarks such as "Seize the Weekend," filed a lawsuit for trademark infringement. The ex-executives had presumed legal rights based on UFA’s inactivity with the brand.

Online subsidiary

In 1998, G.I. Joe's broadened its operations by acquiring Timberline Direct—a Hillsboro-based catalog and e-commerce company—for $5.4 million, establishing the online division Joe's Direct. This digital arm was initially managed by GSI Commerce and was later sold to Canada’s UFA Co-operative Limited. By June 2010, UFA had redirected these web domains to Wholesale Sports, its American sporting goods venture.

History book

Growing Up With G.I. Joe's, released in November 2015 by Columbia Press and written by Janna Orkney, daughter of founder Ed Orkney, documents the company’s origins and development.

External links

• Growing Up With G.I. Joe's Blog
• Growing Up With G.I. Joe's — book by Janna Orkney.