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Not just hunting boots and camouflage anymore

Gander Mountain is expanding its apparel and shoe collection in a remodeling project at the Woodbury store to attract more female shoppers. Staff photo by Riham Feshir

The outdoors retailer Gander Mountain is undergoing a remodel at its Woodbury store that will offer an even larger selection of guns.

The St. Paul-based company is putting $225,000 into the upgrades, according to city officials.

"We're trying to provide our customers with more products," store manager Brad Swanson said, adding that the company hopes to make it a one-stop shop for customers.

Gander Mountain has been planning the remodel for a while, long before competitor Cabela's announced plans for a store in Woodbury, according to spokesman Jess Myers.

"We certainly always welcome friendly competition," he said. "Woodbury is an important market for us and has been for a long time."

The store, which is located off of Interstate 94 and Hudson Road in the northeast corner of the city, attracts shoppers from western Wisconsin as well, he added.

Having Cabela's in the same city will make shopping for fishing, hunting and outdoor apparel more of a destination, Myers said.

Gander Mountain wants to expand its audience as well, which is why it's expanding the clothing and shoe selection and tweaking the layout of the store.

"The soft lines are going to be a big push for us," Swanson said.

It is also putting an emphasis on the female shopper with the expanded clothing and shoe departments.

"When people have thought about Gander Mountain before, they thought camouflage and hunting," he added. "It's not just hunting boots and camouflage anymore."

Another big push is the firearm selection that will line the back wall of the store along with gun safes.

"Our assortment will obviously increase quite a bit," Swanson said.

Swanson added the new fixtures will include shatterproof glass to avoid break-ins of gun cases.

The store was victim to a break-in last summer where more than 30 handguns were stolen, according to police.

A new kiosk will be added to the firearm department that will ensure a more efficient background check process, Swanson said, adding that a handful of associates are specifically trained to process background checks.

Additional features of the remodel will include new, shorter fixtures in the aisles that will make shopping the smaller items more convenient, he said.

Workers will also switch out merchandize starting in the front of the store and around toward the back with seasonal items that the company promotes throughout the year.

Swanson said the company is testing out some of the features at the Woodbury store since it's closest to company headquarters in St. Paul.

Riham Feshir
Riham Feshir is a reporter and photographer for the Woodbury Bulletin. Her coverage includes Woodbury City Hall, Washington County Board of Commissioners and business news.  Follow Riham on Twitter @RihamFeshir for the latest updates.