REI, Patagonia, and Lands End are a few more among the additional outdoor retailers that grew by selling to the masses. In tandem with Bruce's statement, I think it was the 80s when these catalog retailers made the big push toward apparel and household items.

Here's an anecdote. For years, one of the largest volume fly shops in the US achieved its success not by selling Sage rods or by booking trips to exotic locations; rather, this shop was one of the largest authorized retailers of Patagonia clothing. To emphasize, this shop was actually the highest volume fly shop in the US for several years following the growth in the early 90s. While its tourist-driven location near an affluent and active population didn't hurt, it took a good business sense to capitalize on the opportunity for reliable year round sales.