They have a HUGE gun counter. It wraps around one entire corner of the store. Literaly hundreds of long-guns and handguns. The long guns were in rows along the wall behind the counter, and all the handguns are in an alcove on a grid of pegs, 3-5 guns deep. The alcove is set up so they can just drop a big steel security door over the handguns at night. The handgun selection was full of Beretta, Glock, HK, Kahr, S&W, Walther, Tarus, FN, Ruger, and any other major brand you'd care to name. Perhaps 75-100 different makes/models or more.
They have a reloading section with dozens of different kinds of powders in 5lb jugs, and a couple asiles of accessories, like cleaning kits, slings, targets etc.
The prices seemed to be good/average. Although that might be because the store had just recentely opened up here in the SW burbs of Milwaukee...
The only (But to me not insignificant) downside I saw is that they don't carry any non-PC long guns, no AR's AK's, and pretty much nothing with a military appearance or an externaly visible box magazine. There was also no milsurp C&R stuff that I could see. Row upon row of bolt action sporters, shotguns, and lever guns. There may have been a Mini-14, an M1A on display with no magazine, and an M1 Garand hiding in there, but I doubt it.
The huge counter and the selection of other gun stuff makes up for the PC decision on EBR's, and the lack of milsurp somewhat. They also started out this way here, so it's not as if they carried EBR's (at least in Milwaukee) then wussed out. It also makes a veneer of sense with thier entire "sporting goods" big-box.
They also have an exccelent selection of safes, and a flashlight and pocket knife counter with all the cool goodies, like Streamlight, SureFire, Benchmade, Spyderco, Kershaw/Ken Onion, and even higher-end collector/ubertactical stuffetc. etc. etc.
From what I saw at the one here outside Milwaukee, Sportsman's Warehouse would be the best store (from a selection & stock standpoint) in town if they only would carry non-PC long guns, & milsurp, and a few other non-pc pistols like MAC's, AR pistols, the new Kel-Tec PLR16 etc.
Otherwise it's huge.