GRANDVILLE, MI -- Outdoor retailer Gander Mountain is opening its first gun-focused store in Michigan.

A three-day grand opening kicks off Friday to introduce the Gander Mtn Firearms Super Center, a new format for the national outdoors retailer.

The retailer's 13-year-old store at 4655 Canal Ave., has been made over. Camping and fishing gear have been moved out to make more room for guns, ammo and related accessories.

Opening weekend festivities include sales, giveaways and celebrities. Troy Landry and Brandon Hotard, stars of History’s television series “Swamp People” are to be on hand from 2-6 p.m. Saturday, April 27, and noon-4 p.m. Sunday, April 28.

The 31,000-square-foot store will feature thousands of new and used firearms of all kinds, and what the retailer is describing as the industry’s best selection of firearms accessories, specialty apparel, ammunition and security. The store will also be staffed by firearms specialists to give shoppers a more one-on-one service.

Gander Mountain has a handful of Firearm Super Centers since debuting the concept in 2011 with a store in Germantown, Wisc., that has proven popular with customers.

“Gander Mountain is already recognized as the firearms experts, but with our latest Gander Mtn. Firearms Super Center we are taking the experience of shopping for firearms and accessories to an entirely new level of selection and service,” said David Pratt, CEO of Gander Mountain.

The retailer's move comes as competitor Cabela's recently opened its first store in West Michigan. The 88,000-square-foot store offers a wide range of firearms and ammo with a primary focus on hunting.

Gander Mountain’s Firearms Super Center aims to surpass its big box competitors with 2,500 new and used guns in stock, from a pocket-size 22 caliber to a 40-pound, 50 caliber gun.

It was big box competition that prompted the retailer to re-think its smaller stores that were struggling to compete against that format.

“We decided we need to get serious about one area of business,” said Steve Uline, Gander Mountain’s executive vice president of marketing. “This is an area that we are known for and played to our strength.”

Uline said the core of the store is firearms, whether that is guns, ammunition or firearms-related apparel, and tactical gear.

Gun and ammo sales have been strong in recent years. Uline attributes part of that demand to the growth to people buying guns for target shooting.

“It’s a new sport that wasn’t around 10 years ago,” said Uline.

Gander Mountain’s expansion into the firearms business comes as gun sales and gun legislation continues to be a divisive issue in the state. The retailer is pairing its expanded firearms business is with a campaign emphasizing firearm safety and responsible ownership.

"With Rights Comes Responsibility, secure your firearms and keep them out of the hands of the underage, untrained and unauthorized," Uline said. “No matter what side of the argument you are on, no one is going to argue with the doctrine to be responsible.” "With Rights Comes Responsibility, secure your firearms and keep them out of the hands of the underage, untrained and unauthorized"

That is why the Firearm Super Center stores carry a wide range of firearm vaults and safes, and gun locks, he added.

“We are really serious,” said Uline. “That is a platform that will live going forward.”

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