Clearly they don't understand their own business. If you look at floor space usage in the typical Gander Mtn., it's about 1/3 hunting/fishing/guns, 1/3 camping, and 1/3 clothing & shoes. My guess is that 1/2 of their sales are hunting/fishing/guns.
Perhaps they are trying to change their image or something...
But... which items are most profitable? Even at GM's prices, I'll bet they have a smaller markup on guns than on the North Face stuff. And, the clothing is at the front of the store, so you have to walk past it to get to the hunting/fishing/firearms stuff. To me, the layout says that North Face is where the profit is.
Aside from the occasional sale item, I only visit GM for browsing or when I absolutely need something at night or on Sunday.