Both senators and representatives were responding to the assassinations of the 1960s, including President John F. Unfortunately, in 1968 legislation passed by the United States Congress prohibited the sale of firearms through a mail order or catalog business. By 1968, Sturgis had opened a retail store in Wilmot to sell hard-to-get items to local hunters. In fact, nothing seemed like it would prevent the continued growth of his business. As Gander Mountain ’s image grew, sportsmen from as far away as Montana and upstate New York began to order from the company ’s catalogs. He marketed a wide range of products for the serious sportsman, including shotguns, an impressive array of unusual cartridges for high-powered hunting rifles, sophisticated archery equipment, and much more. Sturgis discovered that his mail catalog business was an overwhelming success. By 1965, the budding entrepreneur had built an impressive reputation as a supplier of high-quality shooting equipment to hunters across the Midwest. Not surprised by the response to his simple marketing techniques, Sturgis soon began to mail catalogs directly to consumers. As a result, Sturgis decided to open a small store in the center of Wilmot that would market shooting supplies to gun owners and dealers by mail order. Living in the town of Wilmot, a rather isolated community within the state, Sturgis, along with his fellow hunters, was unhappy with his inability to get high-quality hunting accessories and equipment without having to drive a hundred miles to the nearest sportsman retail store. was founded in 1960 by Robert Sturgis, an avid outdoorsman and lifelong resident of the state of Wisconsin. Having sold most of its catalog division and its retail stores, Gander Mountain management reached a joint reorganization plan with Holiday Companies, a privately-owned Bloomington, Minnesota-based wholesale and retail supplier of camping and sporting goods, to continue operating its retail stores under the auspices of Holiday until Gander Mountain can re-establish itself as a viable, independently operating company. Unfortunately, the company has fallen on hard times and has been forced to file for reorganization under Chapter 11 of the federal bankruptcy law. Operating 17 retail stores, mostly located in the Midwestern United States, Gander Mountain reported sales of $246 million in 1994. From 1960 until 1995, the firm was the leading catalog vendor of hunting accessories and supplies, and was one of the premier suppliers of hiking and outerwear clothing. has been one of America ’s leading specialty companies in the hunting, camping, and fishing equipment industry. SICs: 5961 Catalog & Mail Order Houses 5941 Sporting Goods & Bicycle Shops
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