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When Denny Dennis opened Denny Dennis Sporting Goods 66 years ago, it was more variety store than sporting goods store. along with fishing poles and bows and arrows, the Fenton, Mo. , store sold toys, hardware, plumbing supplies, and paint, among other things.

As the years passed, though, the store’s offerings more and more reflected Dennis’ passions — hunting and fishing. By the late 1970s, Denny Dennis Sporting Goods store was exactly that — a sporting goods store.

Over the next 20 years, Dennis refined the product mix even more. One by one, he dropped team sports to free up space for what customers really wanted: More hunting and fishing gear. Today, with Dennis’ son, Denis Dennis, Jr. at the helm, Denny Dennis Sporting Goods sells only hunting and fishing equipment, including firearms, archery equipment, gun safes, decoys, rods, reels, tackle, and much more.