New Gander Mountain owner Marcus Lemonis tweets intentions

Marcus Lemonis, the businessman and TV personality who won a bankruptcy auction for St. Paul-based Gander Mountain last week, on Friday clarified some of his plans for the outdoors retailer in a rollicking conversation on Twitter.

In one tweet, Lemonis said he's trying to keep the company's headquarters in St. Paul. "Costs have to come down," he also tweeted.

As the tweets became less frequent Friday afternoon, Lemonis had not precisely said how many of the 162 Gander Mountain stores will remain open. In one tweet, he said "very few decisions" have been made on closings. "I've announced the absolute ones that are in," he said.

Reports have conflicted since Camping World Holdings, which Lemonis owns, last week acquired 17 Gander Mountain stores and the right to own others. He initially said half the 162 would close. Later reports suggested a smaller number.

Friday morning, Lemonis responded piecemeal to various tweets that asked which locations were closing.

In some cases, Lemonis appeared to be waiting to hear on the concessions he needs from landlords to keep the stores operating. Asked variously about stores in Castleton, Ind., Traverse City, Mich., and Joliet, Ill., Lemonis wrote, "Waiting on landlord."

Others received a hopeful tweet. Cicero, N. Y.? "Looking good." The nine remaining stores in Minnesota? "Update coming soon."

There was good news for the Hattiesburg, Miss., store which, "Will remain a @gandermtn," he tweeted. Others getting preliminary good news were locations in Wisconsin (Kenosha, Madison, Eau Claire, La Crosse), and Pennsylvania (Greensburg, York, Williamsport). By late afternoon, Lemonis had mentioned nearly 30 stores that would stay open or were ­"looking good."

No existing Gander Mountain stores will be converted to Camping World stores, according to another tweet, although they could be "mixed or co-located."

Lemonis seemed to be willing to answer almost any question, prompting one follower to write, "Let me know if there's a more accessible or transparent CEO out there anywhere." Another person mentioned how much his kids enjoy the big fish aquariums and big game mounts, presumably referring to Cabela's. "Not my model. Low cost operations, proper prices, great stuff," Lemonis responded.

Gander Mountain originally filed for bankruptcy in March. Last week, Camping World bid nearly $38 million for the assets of Gander Mountain and Overton's, a boating business in North Carolina.

The three Minnesota stores slated to close — Mankato, Rogers and Woodbury — will do so when their inventories are depleted. Closing sales are in progress.

Laid-off Gander Mountain employees can apply for work at a nearby Camping World, he tweeted. Camping World has 120 RV supercenters across the U.S., including Rogers and Monticello in Minnesota.

Lemonis also owns several Bentley's Pet Stuff locations in the Twin Cities and Shop the Runway clothing boutique in City Center in Minneapolis. He is the star of "The Profit" on CNBC, a show in which he provides expertise to struggling businesses.

John Ewoldt • 612-673-7633