Wal-Mart pays attention to call of Duck Dynasty

Willie Robertson, chief executive officer of Duck Commander and star of the reality television series Duck Dynasty, talks to Wal-Mart associates at a pre-shareholders meeting recently.
Willie Robertson, chief executive officer of Duck Commander and star of the reality television series Duck Dynasty, talks to Wal-Mart associates at a pre-shareholders meeting recently.

BENTONVILLE - Just look at them. They have all anyone could want and more: fame, family, wealth.

No, they’re not the Waltons. They’re the Robertsons, and their reality TV show, Duck Dynasty, is breaking records for cable network A&E.

The Waltons, who own majority stock in Wal-Mart Stores Inc., should like the Robertsons, though. Duck Dynasty graphic design Tshirts are the No. 1-selling T-shirt in the men’s, women’s and boys’ sections of Wal-Mart, Duncan Mac Naughton, executive vice president and chief merchandising and marketing officer for Wal-Mart U.S., told a gathering of 2,200 U.S. Wal-Mart workers at a pre-shareholders meeting recently. He was standing next to two of the stars of the show, Willie and KorieRobertson, while associates cheered and shouted, “We love you” to the couple on stage in Bud Walton Arena.

“We wondered if women would wear a T-shirt with bearded men on the front,” Mac Naughton asked rhetorically. “The answer is ‘Yes.’”

Later in the day, Bill Simon, president and chief executive officer of Wal-Mart U.S., told a room full of press, “You’d have thought Elvis was in the building,” about the warm reception the Robertsons received at the employees’ meeting.

Duck Dynasty follows Family Robertson through their modest lifestyles and homes in the backwoods near Monroe, La. The patriarch, Phil Robertson, started the business making duck calls from Louisiana cedar in a dilapidated shed and turned it into a multimillion dollar sporting empire, Duck Commander. (One could say Sam Walton started Wal-Mart much the same way- grown at home.)

Robertson’s brother Silas, or “Si,” works there too, as do Phil’s sons - Jase, Jep and Willie. The latter earned a business degree from Harding University in Searcy and serves as CEO. All are married and have long, flowing beards and hair. Twelve grandchildren fill out the ranks.

The young (41) chief executive struggles with keeping everybody on task while “staying true to their rugged outdoorsman lifestyle and Southern roots,” according to A&E’s description of the show.

The show’s popularity is unparalleled, with its Season 3 finale watched by a record 9.6 million viewers, more than its competition from Fox’s American Idol.

Viewers can’t get enough of the show or the merchandise. Duck Dynasty items are currently found in six departments of Wal-Mart with plans to be in 13 departments by the end of the year, including Halloween costumes - for your dog, said Kate Winn, senior vice president/consumer products at A&E.

Duck Dynasty items include pillows and throws in the home department, hunting accessories in sporting goods, greeting cards, books and DVDs. A special compilation DVD titled The Life of Si, will be sold exclusively at Wal-Mart.

Winn would not specify the royalties the Robertsons have received from Duck Dynasty merchandise sold at Wal-Mart, though she did say, “They’re quite happy.”

“It’s been a good thing, not only for them through Duck Dynasty, but it’s absolutely boosted the Duck Commander business for them, as well,” Winn said.

Also coming to Wal-Mart this year: Duck Dynasty pet treats, kids’ toys, party goods, coolers, drink ware, jewelry and watches, anti-bacterial bandages and more. The network created a pattern of camouflage exclusive to Duck Dynasty, which expands the brand’s merchandising opportunities.

The pattern is ducks in flight in a design that looks like camouflage.

“You might not want to sleep on a pillow with Uncle Si’s face on it,” Winn said, laughing. “You might, but you might not.”

In talks before striking the merchandising deal, Wal-Mart representatives appeared to like the wholesomeness of the show and how that resonated with customers.

“The family members are just so authentic that I think people feel a real connection to them,” Winn said. “It’s also one of the few shows you can watch with your whole family and not be worried about something inappropriate coming up.”

On the stage and under bright lights during the Wal-Mart associates’ meeting recently, Willie and Korie Robertson were dressed as you’d expect: she in a trendy pair of flared white jeans and a formfitting top; he in jeans, a plaid shirt and a bandanna across his forehead, tied in back.

Willie Robertson recalled for the crowd a stop he and a driver once made while in the Duck Commander RV in Murfreesboro, Tenn.

Robertson wanted some coffee at a Starbucks; his partner needed to go to Wal-Mart. They went their separate ways and planned to meet back at the RV. When Willie gets back, it’s locked up, so he sat down on the curb.

“A car pulls up. This guy’s lookin’ at me, and he says, ‘You OK?’” Robertson remembers. “‘I said, ‘Yeah, I’m OK.’ He said, ‘Do you need anything?’ I said, ‘Naw, I’m good.’ He said, ‘Do you need any food?’”

Robertson then jokingly told the crowd, “Let me tell you what I’m not going to run out of, and it’s food, OK?”

The kind stranger then saw Robertson’s larger-than life-size picture on the RV, and after a moment, said, “I guess you are OK,’” Robertson said.

“Who would have thought that a couple of years later, all those bearded guys on the side of the RV would have the No. 1 reality show on TV,” he said.

“We’ve certainly come a long way.”

Business, Pages 71 on 06/16/2013

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