it had at least one previous pivot. The original was a high-end hunting and fishing store. Then they got bought by Oshman's Sporting Goods. I think I was once in a store from that era. Sort of mid+ range outdoor gear, home furnishings, etc.
Not a fisherman but Orvis is better than most. But they're also still family-owned.
REI is also probably better than most but they're a co-op.
But even in those cases they're pretty mass-market oriented which is pretty inevitable unless you're mostly niche mail order. REI doesn't stay in business and support a broad retail network selling climbing ropes and carabiners.