Surprisingly this store has competitive prices compared to online and other Podunk towns in Nebraska in terms of sporting goods stores. The issue is with selection. There will be two men's and women's North Face coats and the rest are Columbia, Under Armor and less well known brands. Would it hurt to try and stock Helly Hanson, Marmot, Spyder or better quality and better brands. I know this is Kearney and 2 years behind the fashion world, but style is style. If you want good sporting good fashion, you shouldn't have to drive to Denver to an REI or Omaha to Scheels or Sports Authority. The biggest issue is the management and employees. It has been noticed and commented on that the employees follow you around closely, despite most of the items having security tags. The attitude is friendly-ish but not friendly "I want to help you" beyond mere superficiality. If you have a return item, this will be challenging and very likely you will not get a defective item replaced, discounted or even dealt with. I recommend saving the money, make a trip to Denver or go online to REI, Dicks or Sports Authority (for you bumpkins who don't know about Patagonia, Wilderness Exchange, Gander Mtn, Galyans, Wilderness Sports, Christie Sports, Burton et al. read more