The The store was originally owned by Lester Moise and was a hunting/fishing store. Our father, Clem, worked for him and eventually bought the business from him. He turned the focus into skiing (which was taking off in those days), moved the store from downtown Milwaukee to Whitefish Bay and it has been successful for many decades. We now have a second store in Brookfield and just recently moved our Whitefish Bay location to a brand new store in Mequon. We have about 40 employees between both locations (during peak season).