The were actually Herter's stores in Beaver Dam at two different times. The first was run by the original Herter's and had a large moose on the roof. It was a must stop when transiting between Madison and my home in Neenah Wisconsin. I purchased a lot of fishing equipment from Herter's as the price were right and the gear well made. The second incarnation was indeed in the Mid 90's as the name had been purchased by a local business man who was making decoys I believe. That store could not compare to the original Herter's.
The catalog's were an endless source of reading enjoyment. Herter's sold a 'Bull Cook' knife that had a plain wood handle, carbon steel blade and leather sheath. If you kept the carbon steel sharpened and rust free, it was actually a good knife. I see them from time to time at Gun and Knife Shows for sale. I think that other than some flies, the only piece of Herter's gear I have left is a fly fishing vest that has shrunck, sort of!-Dick
