Denny Dennis Evolved Into Place for Guns and Reels

wasn’t always the sporting goods store that local fisherman and hunters know today. When it opened in 1957 at 1 Gravois Road, Fenton, where it is still located, the store sold a variety of household goods, hardware and toys.

The mix of merchandise has changed over the years. The store’s present owner, Denis Dennis, remembers coming to work for his dad when he was 14—and getting the thankless task of dusting cans on the shelves.

“We always had some hunting and fishing gear,” Dennis said. “We switched to sporting goods in the 80s.” He said that the introduction of big box hardware stores to the metro area, like Builder’s Square and Home Depot, triggered the shift in what Denny Dennis sold.

Denny Dennis continued to refine the store’s offerings searching for the merchandise that attracted the best business, and finally settling on hunting and fishing gear. Dennis said that customers come from miles around to shop his family’s sporting goods store, knowing that they stock just about everything an outdoorsman needs for a successful hunting or fishing trip.

Dennis has a staff of 26 who are all outdoor enthusiasts themselves—they really know what they sell.

“Just tell them to ask for Jim,” jokes Dennis. Five of his employee’s are named Jim. “One of them is bound to be here!”

Dennis said the best part of his job is getting to know his customers and it’s obvious the store has a strong fan base. The walls are lined with hunting trophies, many of which came from customers. Others are from the Dennis family and their employees. Dennis said there’s a certain amount of bragging rights to hanging a trophy at the store for everyone to see. The menagerie of wildlife ranges from local fish and deer to rams and giant moose. You can understand why some proud hunter couldn’t store a few of these trophies at home, as the collection includes a bear, a monkey and even an elephant head.

Except the tiger. “The tiger was given to us, she died in child birth,” said Dennis. Dennis said the tiger’s owner had offered to include a few stuffed cubs. “Dad turned those down. He didn’t want people to think we’re crazy.”

Dennis said that he doesn’t have as much time to hunt and fish as he used to.

“That’s the problem with owning a sporting good’s store—you’re busiest during the hunting season, so you don’t get off,” he said.

He said the sporting goods business is very time sensitive, with the seasons dictating which items will be the best sellers. In summer his customers are deer hunters and he might move a lot of high power hunting rifles. February to May is more for rods and reels as his customers think about fishing.

The gun counter at Denny Dennis seems to be popular year round. Dennis said more people are interested in self defense these days, so he carries a range of pistols for target practice shooters and collectors. He pointed out one massive Smith and Wesson .50 revolver, worthy of Dirty Harry himself, and said, “Guy’s buy this to say they’ve got the biggest gun.”

He said the M1911 .45 has also been brisk, due to the pistol's 100^th anniversary. The 1911 was designed by John Browning as a standard issue sidearm for U.S. soldiers and has seen use since World War I through Vietnam.

The store stocks a wide range of hunting and fishing gear, along with all the accessories anyone would need for a well equipped outing. The store carries rods and reels, tackle and live bait for fishermen; and guns, ammo, optics and targets for hunters. If you’re into archery or black powder shooting, it has you covered too. Parents looking to pique a child’s interest in the outdoors will also find youth bows, airsoft guns and even a hot pink antler mount for their daughter’s first deer.