GANDER MOUNTAIN INC
8-K, 1996-06-03
CATALOG & MAIL-ORDER HOUSES
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<PAGE>   1
                       SECURITIES AND EXCHANGE COMMISSION
                             WASHINGTON, DC   20549

                              ___________________

                                    FORM 8-K

                                 CURRENT REPORT
                       PURSUANT TO SECTION 13 OR 15(d) OF
                      THE SECURITIES EXCHANGE ACT OF 1934


        Date of Report (Date of earliest event reported):  May 17, 1996 
                                                           ------------
                             GANDER MOUNTAIN, INC.
                             ---------------------
             (Exact name of registrant as specified in its charter)

                                    Wisconsin                  
            -------------------------------------------------------
                 (State or other jurisdiction or incorporation)

                                              
                                              
          0-14579                                   39-1742710          
- ---------------------------------          ------------------------------
(Commission File Number)                    (I.R.S. Employer I.D. No.)
                                              
                                              
Highway W,  P.O. Box 128                      
     Wilmot, Wisconsin                                53192             
- ---------------------------------          ------------------------------
(Address of Principal Executive                         ( Zip Code )
           Offices)                           
                                              
                                  414-862-2331                         
              ----------------------------------------------------
              (Registrant's telephone number; including area code)
<PAGE>   2

Item 2.      Acquisition or Disposition of Assets

      a.     On May 17, 1996, the Company sold selected catalog assets
             including the customer list, certain other intangible assets and
             selected inventory with an aggregate net book value of 
             approximately $26.5 million to Cabela's Incorporated for $35.0
             million in cash.  As a result of the sale, the Company is exiting
             the catalog business and winding-down its catalog operations
             during the fourth quarter of fiscal 1996.  No additional catalogs
             are planned to be mailed and no new catalog inventory is being
             purchased.  Catalog sales orders are being filled through no
             later than mid-June 1996 from the remaining catalog inventory. 
             The catalog business exit strategy will include liquidation of the
             remaining catalog inventory not sold above (primarily through the
             retail stores), selling the fixed assets of the catalog business
             and selling the Company's combined headquarters, distribution and
             retail store facility in Wilmot, WI with the intent of leasing
             back the portion needed  for the retail business. The sale price
             was determined by arms length negotiation.


Item 7.      Financial Statements and Exhibits

      b.     Pro forma financial information is attached for the transaction
             described in Item 2 above.

      c.     Exhibits
             2.    Asset Purchase Agreement between Cabela's, Inc. and Gander
                   Mountain, Inc., dated as of April 10, 1996.  





                                   SIGNATURE

             Pursuant to the requirements of the Securities Exchange Act of
             1934, the Registrant has duly caused this report to be signed on
             its behalf by the undersigned hereunto duly authorized.
                                              
                                                 GANDER MOUNTAIN, INC.
                                              
             Date:  June 3, 1996                BY______________________
                                                  Kenneth C. Bloom
                                                  Chief Financial Officer
                                                                         
<PAGE>   3
                                              
                             GANDER MOUNTAIN, INC.

                  PRO FORMA CONSOLIDATED FINANCIAL STATEMENTS
                                  (Unaudited)


The accompanying unaudited pro forma consolidated financial statements include
the effects of the sale of selected catalog assets to Cabela's Incorporated on
May 17, 1996 and the catalog business wind-down and exit strategy, as described
below, as if such events had occurred, for balance sheet purposes, on March 30,
1996 and, for statement of operations purposes, on July 3, 1994.  These
unaudited pro forma consolidated financial statements are provided for
informational purposes only and should be read in conjunction with the
Company's Consolidated Financial Statements and Notes thereto.

On May 17, 1996, the Company sold selected catalog assets including the
customer list, certain other intangible assets and selected inventory with an
aggregate net book value of $26.5 million to Cabela's Incorporated for $35.0
million in cash. As a result of the sale, the Company is exiting the
catalog business and winding-down it's catalog operations during the fourth
quarter of fiscal 1996. No additional catalogs will be mailed and no new
catalog inventory is being purchased.  Catalog sales orders are being filled
through no later than mid-June 1996 from the remaining catalog inventory.  The
catalog business exit strategy includes liquidation of the remaining catalog
inventory not sold above (primarily through the retail stores), selling the
fixed assets of the catalog business and selling the Company's combined
headquarters, distribution and retail store facility in Wilmot, WI with the
intent of leasing back the portion needed for the retail business.

The unaudited pro forma adjustments are based upon available information and
certain assumptions and estimates that management believes are reasonable in
the circumstances and are subject to audit adjustments.  The unaudited pro
forma consolidated financial information purports neither to represent what the
Company's financial position or results of operations would actually have been
if the events had occurred on the dates specified nor to be indicative of the
Company's future results.
<PAGE>   4
                             GANDER MOUNTAIN, INC.
                 PRO FORMA CONSOLIDATED STATEMENT OF OPERATIONS
                            Year Ended July 1, 1995
                   (in thousands, except for per share data)

<TABLE>
<CAPTION>
                                                                     Pro Forma
                                                                   Adjustments for
                                                                   Sale of Catalog
                                                                   Assets and Exit
                                                                    from Catalog       Pro Forma
                                                       Historical    Business (1)      As Adjusted
                                                       ----------  ---------------     -----------
<S>                                                    <C>            <C>               <C>
Net sales                                               297,784       (202,270)          95,514
Cost of goods sold                                      201,843       (136,992)          64,851
                                                       --------       --------          -------
Gross profit                                             95,941        (65,278)          30,663

Selling, general & administrative (2)                    95,453        (62,421)          33,032
Special charge (3)                                       11,510        (11,200)             310
                                                       --------       --------          -------

Loss from operations                                    (11,022)         8,343           (2,679)

Net interest expense (4)                                  4,635         (2,577)           2,058
Other  - net (5)                                          1,326           (602)             724
                                                       --------       --------          -------

Loss before income taxes                                (16,983)        11,522           (5,461)

Income tax provision (6)                                 (6,199)         4,206           (1,993)
                                                       --------       --------          -------

Net loss                                                (10,784)         7,316           (3,468)

Preferred redeemable stock dividends                      1,112         -                 1,112
                                                       --------       --------          -------

Net loss to common shareholders                        ($11,896)        $7,316          ($4,580)
                                                       ========       ========          =======
Net loss per share:
       Primary                                           ($3.69)                         ($1.42)
                                                       ========                         =======
       Fully Diluted                                     ($3.69)                         ($1.42)
                                                       ========                         =======

Weighted Average common and
common equivalent shares:
       Primary                                            3,224                           3,224
                                                       ========                         =======
       Fully Diluted                                      3,224                           3,224
                                                       ========                         =======


</TABLE>
<PAGE>   5
                             GANDER MOUNTAIN, INC.
                 PRO FORMA CONSOLIDATED STATEMENT OF OPERATIONS
                 For the Thirty-Nine Weeks Ended March 30, 1996
                   (in thousands, except for per share data)

<TABLE>
<CAPTION>
                                                                      Pro Forma
                                                                   Adjustments for
                                                                   Sale of Catalog
                                                                   Assets and Exit
                                                                     from Catalog      Pro Forma
                                                       Historical    Business (1)     As Adjusted
                                                       ----------  --------------     -----------
<S>                                                    <C>            <C>               <C>
Net sales                                               264,486       (151,105)         113,381
Cost of goods sold                                      186,014       (104,791)          81,223
                                                       --------       --------          -------
Gross profit                                             78,472        (46,314)          32,158

Selling, general & administrative (2)                    81,159        (49,221)          31,938
Special charge (3)                                        5,300         (1,627)           3,673
                                                       --------       --------          -------

Loss from operations                                     (7,987)         4,534           (3,453)

Net interest expense (4)                                  5,006         (2,092)           2,914
Other  - net (5)                                            406           (205)             201
                                                       --------       --------          -------
Loss before income taxes                                (13,399)         6,831           (6,568)

Income tax provision                                        408         -                   408
                                                       --------       --------          -------
Net loss                                                (13,807)         6,831           (6,976)

Preferred redeemable stock dividends                        832         -                   832
                                                       --------       --------          -------

Net loss to common shareholders                        ($14,639)        $6,831          ($7,808)
                                                       ========       ========          =======
Net loss per share:
Primary                                                  ($4.51)                         ($2.40)
                                                       ========                         =======
Fully Diluted                                            ($4.51)                         ($2.40)
                                                       ========                         =======
Weighted Average common and
common equivalent shares:
Primary                                                   3,247                           3,247
                                                       ========                         =======
Fully Diluted                                             3,247                           3,247
                                                       ========                         =======
</TABLE>

<PAGE>   6
                             GANDER MOUNTAIN, INC.
                      PRO FORMA CONSOLIDATED BALANCE SHEET
                                 March 30, 1996
                                 (in thousands)

<TABLE>
<CAPTION>
                                                              Pro Forma Adjustments (1)
                                                      ----------------------------------------
                                                      Sale of Catalog        Exit from Catalog   Pro Forma
                                          Historical       Assets                 Business      As Adjusted
                                          ----------  ---------------        -----------------  -----------
ASSETS
<S>                                       <C>            <C>                  <C>                 <C>
Current assets:
       Cash                                 $5,278         -                     -                 $5,278    
       Accounts receivable                   5,076         -                     -                  5,076    
       Inventory                            69,828        (26,315)(7)            -                 43,513    
       Prepaid catalog expenses              3,723         -                     (1,923)(9)         1,800    
       Assets held for sale                    100         -                      8,644 (10)        8,744    
       Other current assets                     36         -                     -                     36    
                                          --------       --------              --------           -------
                                            84,041        (26,315)                6,721            64,447    
                                                                                                             
Property and equipment - net                33,697         -                    (18,195)(11)       15,502    
Intangible assets - net                        610           (149)(7)              (438)(12)           23    
                                          --------       --------              --------           -------
                                          $118,348       ($26,464)             ($11,912)          $79,972    
                                          ========       ========              ========           =======
                                                                                                             
LIABILITIES AND SHAREHOLDERS' EQUITY                                                                         
                                                                                                             
Current liabilities:                                                                                         
                                                                                                             
       Accounts payable                    $25,021         -                     -                $25,021    
       Notes payable to bank                47,459        (14,071)(8)            -                 33,388    
       Current portion of long-term oblig   19,500        (19,500)(8)            -                      0    
       Other current liabilities            10,478         -                      4,127 (13)       14,605    
                                          --------       --------              --------           -------
                                           102,458        (33,571)                4,127            73,014    
                                                                                                             
Long-term obligations                            0         -                      2,119 (13)        2,119    
                                                                                                             
Redeemable preferred stock                  20,000         -                     -                 20,000    
                                                                                                             
Shareholders' deficit                       (4,110)         7,107 (14)          (18,158)(14)      (15,161)   
                                          --------       --------              --------           -------
                                          $118,348       ($26,464)             ($11,912)          $79,972    
                                          ========       ========              ========           =======


</TABLE>     
             
<PAGE>   7

                             GANDER MOUNTAIN, INC.

         NOTES TO UNAUDITED PRO FORMA CONSOLIDATED FINANCIAL STATEMENTS


     (1)     Reflects the sale of catalog inventory and intangible assets to
             Cabela's which occurred on May 17, 1996 and subsequent exit from
             the catalog business in the fourth quarter of fiscal 1996.

     (2)     Selling, general and administrative expenses for the catalog
             business include historical allocations of centralized
             distribution center, information technology, accounting,
             administrative, human resource and loss prevention expenses of
             $11.7 million and $9.2 million, respectively, for the year ended
             July 1, 1995 and the thirty-nine weeks ended March 30, 1996.  The
             allocations represent the estimated incremental expenses incurred
             on behalf of the catalog operations.

     (3)     The fiscal 1995 special charge attributed to the catalog business
             includes $5.0 million for the abandonment of certain internally
             developed catalog business software, $4.5 million for the
             write-down of catalog aged inventory, $1.0 million severance for
             catalog personnel, $0.5 million EZ pay receivable bad debt reserve
             and $0.2 million in costs related to termination of two catalog
             joint ventures.  The fiscal 1996 special charge attributed to the
             catalog business of $1.6 million is based on the proportion of
             catalog inventory to total inventory included in the liquidation
             plan.

     (4)     The pro forma adjustments to interest expense were calculated
             assuming the net proceeds from the catalog assets sale of $33.6
             million were used to retire all long term loans outstanding and a
             portion of the revolving line of credit indebtedness at July 3,
             1994.  The average interest rates for such indebtedness was 7.1
             percent and 8.2 percent, respectively, for the year ended July 1,
             1995 and the thirty-nine weeks ended March 30, 1996.

     (5)     The pro forma adjustments to other expense include amortization
             associated with intangible assets sold or written-off as part of
             the disposition of the catalog business of $0.3 million and $0.2
             million, respectively, for the year ended July 1, 1995 and the
             thirty-nine weeks ended March 30, 1996.

     (6)     The pro forma income tax benefit adjustment for the year ended
             July 1, 1995 is based on the Company's historical effective tax
             rate.

     (7)     Book value of inventory and customer list intangible asset 
             included in catalog assets sold.
<PAGE>   8


                             GANDER MOUNTAIN, INC.

         NOTES TO UNAUDITED PRO FORMA CONSOLIDATED FINANCIAL STATEMENTS


     (8)     Cash proceeds have been reduced by $1.4 million representing
             estimated transaction costs for financial advisors, associate
             transaction incentives, bank fees and legal expenses.  The net
             proceeds from the catalog assets sale of $33.6 million were used
             to retire all long term loans outstanding and with the     
             remainder applied against the revolving line of credit     
             indebtedness.

     (9)     Represents write-off of prepaid catalog expenses of $1.4 million
             for which there will be no future catalog sales benefit as a
             result of exiting the catalog business and the write-down to
             estimated net realizable value of prepaid paper stock of $0.3
             million and the reclassification of the balance of $0.3 million to
             assets held for sale.

     (10)    Represents reclassification of various catalog fixed assets to
             assets held for sale at  estimated net realizable value less
             selling costs as well as the paper stock noted in Note (9).

     (11)    Represents the net book value of assets which will be held for
             sale including the fixed assets of the catalog business and the
             Company's combined headquarters, distribution and retail store
             facility.

     (12)    Represents the write-off of deferred organization and financing
             costs with no future benefits as a result of the disposition of
             the catalog operation.

     (13)    Represents future costs associated with the disposition of the
             catalog business.  The remaining value of operating lease
             obligations relating to computer equipment used only in the
             catalog business amounts to $3.1 million, of which $2.1 million
             extends beyond one year.  Severance and stay-put bonuses for
             catalog associates amount to $1.5 million and reserves of $1.7
             million for future estimated costs, claims and contingencies.
<PAGE>   9

                             GANDER MOUNTAIN, INC.

         NOTES TO UNAUDITED PRO FORMA CONSOLIDATED FINANCIAL STATEMENTS


     (14)    The net estimated pro forma increase to shareholders' deficit of
             $11.1 million is calculated as follows (in millions):

<TABLE>    
             <S>                                                                           <C>
             Gross proceeds                                                                $ 35.0
             Less:                                                                         
                 Book value of assets sold                                                   26.5
                 Direct transaction costs                                                     1.4
                 Assets held for sale write-downs to net realizable value                     9.9
                 Value of remaining catalog lease obligations                                 3.1
                 Severance and stay-put bonuses                                               1.5
                 Write-off prepaid catalog expenses                                           1.4
                 Reserve for future estimated costs, claims and contingencies                 1.7
                 Write-off deferred organization and financing costs                          0.4
                 Other                                                                        0.2

             Tax benefit - offset entirely by valuation allowance                               -
                                                                                           ------
             Net adjustment to shareholders' deficit                                       $ 11.1
                                                                                           ======

</TABLE>


<PAGE>   10
                            ASSET PURCHASE AGREEMENT


                 THIS AGREEMENT is made and entered into as of the 10th day of
April, 1996, by and between CABELA'S INCORPORATED, a Nebraska corporation
("Purchaser"), on the one hand, and, on the other hand, GANDER MOUNTAIN, INC.,
a Wisconsin corporation ("GMI"), and GMO, Inc., a Wisconsin corporation and a
wholly owned subsidiary of GMI ("GMO") (GMI and GMO are collectively herein
referred to as "Gander Mountain").

                 WHEREAS, Gander Mountain, through GMI and GMO, is engaged
(among other businesses) in the business of selling hunting, fishing and
camping equipment and other outdoor sporting and recreational goods and
services through mail order catalogs (the "Catalog Division"); and

                 WHEREAS, Gander Mountain desires to sell certain of the assets
of the Catalog Division set forth herein to Purchaser and Purchaser desires to
purchase such assets, all on terms provided herein.

                 NOW, THEREFORE, in consideration of the premises and of the
mutual promises in this Agreement, the parties hereto agree as follows:

                 1.       SALE OF ASSETS AND ASSUMPTION OF LIABILITIES

                          a.      SALE OF ASSETS.  Subject to the terms and
         conditions hereof, on the "Closing Date" and at the "Closing" (both as
         defined below), Gander Mountain shall sell to Purchaser and Purchaser
         shall purchase from Gander Mountain the following assets (the
         "Transaction"), as of the Closing (the assets to be sold hereunder
         being collectively referred to herein as the "Purchased Assets"):

                                  (1)      INVENTORY.  Certain inventory of the
                 Catalog Division, chosen by Purchaser as provided in Section 3
                 out of the total inventory of the Catalog Division, having a
                 Book Value (as defined herein) of $26 million (the "Firm
                 Inventory"), plus such other inventory of the Catalog Division
                 as the parties shall mutually agree upon as provided in
                 Section 3 (the "Optional Inventory" and, together with the
                 Firm Inventory, the "Purchased Inventory").

                                  (2)      CUSTOMER LISTS.  All customer lists,
                 whenever created, of the Catalog Division, including buyers'
                 inquiries, prospects, commercial account lists (i.e. customer
                 exchange and list rental arrangements, data from vendors and
                 all other sources) and business, international and government
                 accounts and any and all information and files concerning all
                 past, present and prospective customers of the Catalog
                 Division, including archives, related data bases, service
                 bureaus or other similar data management systems, source
                 materials and all hard copy and electronic materials which
                 embody the customer list, together with the history and
                 back-up materials in respect of the list, as well as customer
                 item and order history
<PAGE>   11

                 and all other data concerning the customers of the Catalog
                 Division and any agreements with brokers, service bureaus or
                 agents permitting such parties to sell customer list rental
                 and exchange agreements or any similar arrangements (all of
                 the foregoing is referred to as the "Customer Lists").  The
                 Customer Lists shall specifically include all information
                 regarding customers or potential customers of the retail
                 stores of Gander Mountain to the extent used for any purpose
                 by the Catalog Division.

                                  (3)      MISCELLANEOUS ASSETS.  The items
                 described on Schedule 1(a)(3) attached hereto ("Miscellaneous
                 Assets").

                                  (4)      LICENSE.  The rights to be granted
                 to Purchaser by Gander Mountain under the License Agreement
                 (as hereinafter defined).

                          b.      AT&T AGREEMENT.  Subject to the terms and 
         conditions hereof, on the Closing Date and at the Closing, Purchaser
         shall assume and agree to discharge in accordance with its terms, all
         liabilities and obligations of GMI, GMO or any subsidiary thereof
         under the instrument   entitled "Contract Tariff No. Gander" (#2363)
         dated 5/19/95 (the "AT&T Agreement") with AT&T Communications ("AT&T")
         other than liabilities and obligations for (i) AT&T ACCUNET T1.5
         Service Access Connections and (ii) AT&T Terrestrial 1.544 Mbps Local
         Channel Services, including installation charges and liabilities
         relating to early termination of such Terrestrial Local Channel
         Services.  Such liabilities and obligations shall be assumed
         regardless of any failure of AT&T to consent thereto, in the event
         such consent is required.  The liabilities and obligations under the
         AT&T Agreement to be assumed by Purchaser hereunder are referred to
         herein as the "AT&T Liabilities." From and after execution hereof,
         Gander Mountain shall provide Purchaser its full cooperation and
         assistance in negotiating with AT&T to obtain consent to the
         assignment of the AT&T Agreement and certain amendments thereto
         including elimination of commitment penalties and reduction in tariff
         amounts.  The parties shall use best efforts to obtain such consent
         and amendment as soon as reasonably practicable but no later than May
         19, 1996.  Without limiting the generality of the foregoing, Gander
         Mountain shall submit to AT&T such applications and requests to
         accomplish such consent and amendment as may be reasonably requested
         by Purchaser.  In no event shall Gander Mountain be required to
         provide consideration to AT&T or any other person in connection with
         its agreements set forth above.

                          c.      NO OTHER LIABILITIES ASSUMED.  Other than the
         AT&T Liabilities, in no event shall Purchaser assume or incur any
         liability or obligation hereunder in respect of the Catalog Division
         or any other liability of Gander Mountain or any of its subsidiaries
         or affiliates.

                 2.       PURCHASE PRICE





                                     - 2 -
<PAGE>   12


                          a.      GENERAL.  The purchase price (the "Purchase
         Price") for the Purchased Assets and the Noncompetition Agreement
         (as hereinafter defined) shall be as follows:

                                  (1)      For the Firm Inventory, the sum of
                   $20 million.

                                  (2)      For the Optional Inventory (if any),
                   the Book Value thereof, unless otherwise agreed between the
                   parties.

                                  (3)      For the Customer Lists and the
                   Miscellaneous Assets, the sum of $7.5 million.

                                  (4)      For the License Agreement and the
                   Noncompetition Agreement, the sum of $7.5 million.

                          b.      PAYMENT OF PURCHASE PRICE.  The Purchase
         Price shall be paid in full to GMI and GMO, jointly, as their
         interests appear, in immediately available funds on the Closing Date,
         by wire transfer to such bank account as shall be specified by GMI not
         less than two business days prior to Closing; provided, however, that
         such payment shall be reduced by any amount previously drawn against
         the Letter of Credit (as defined below).

                          c.      ALLOCATION OF PURCHASE PRICE.  The Purchase
         Price shall be allocated to the Purchased Assets for purposes of
         Section 1060 of the Internal Revenue Code of 1986 as specified in
         Section 2(a).  In that regard, the parties agree to (i) treat and
         report the transactions contemplated hereunder in all respects
         consistent with the allocation provided for in this subsection (c) for
         purposes of federal, state or local tax, and (ii) not take any action
         inconsistent with such allocation.

                          d.      BOOK VALUE.  For purposes of determining
         the Purchase Price, the "Book Value" of an item of inventory shall be
         its cost as reflected in the "Item Master File" on the books of Gander
         Mountain at the Closing Date, which file shall continue to be
         maintained consistently with past practice as reflected in financial
         statements of Gander Mountain previously provided to Purchaser,
         provided, in no event shall the Book Value of any item of inventory on
         the Inventory List exceed the amount shown for such item on the
         Inventory List (as hereinafter defined).

                          e.      LETTER OF CREDIT.  Upon the execution and
         delivery of this Agreement, Purchaser shall provide to Gander Mountain
         an irrevocable standby letter of credit issued by a banking
         institution reasonably acceptable to Gander Mountain.  Such letter of
         credit (the "Letter of Credit") shall be in the amount of $7.0 million
         (until increased to $10.0 million as provided in the last sentence of
         this section 2(e)) and shall provide for the immediate disbursement of
         the entire principal amount to GMI at 12:00 noon prevailing time (or,
         if earlier, at the issuing bank's wire transfer deadline) on the third
         business day following presentation to the issuer and Purchaser of a
         certificate, duly





                                     - 3 -
<PAGE>   13

         executed by the Chairman, President or Chief Financial Officer of GMI,
         stating that Gander Mountain has tendered to Purchaser delivery of all
         items required under Section 7(b) against payment or delivery of the
         items required under Sections 7(c) and 7(e), and all other conditions
         precedent to the Purchaser's obligations to close as provided in
         Section 7(d) hereof have been fulfilled.  Gander Mountain acknowledges
         that if Gander Mountain were to obtain the proceeds of the Letter of
         Credit even though the conditions precedent as provided in Section
         7(d) had not been fulfilled, Purchaser would be irreparably damaged
         and would not have an adequate remedy at law.  Accordingly, Gander
         Mountain agrees that Purchaser shall be entitled to permanent
         injunction prohibiting disbursement of the Letter of Credit in the
         event that the conditions precedent as provided in Section 7(d) have
         not been fulfilled and, pending a final, nonappealable decision after
         a full hearing, Gander Mountain agrees that in such event Purchaser
         shall be entitled to a temporary restraining order and/or preliminary
         injunction without the requirement of posting a bond provided the
         Purchaser obtains such an order prior to payment of the Letter of
         Credit by the issuer.  The parties agree that any proceeding by
         Purchaser seeking an injunction may only be brought in a court of
         competent jurisdiction in Lincoln, Nebraska, and Gander Mountain
         hereby waives any and all objections for lack of jurisdiction,
         improper venue and inconvenience of forum of any such court.  Nothing
         contained in this Section 2(e) is intended or shall be construed to
         affect the burden of proof necessary for Purchaser to obtain a
         temporary restraining order or a temporary or permanent injunction
         prohibiting disbursement of the Letter of Credit.  On April 17, 1996,
         Purchaser shall provide to Gander Mountain a substitute letter of
         credit in the amount of $10.0 million which shall be exchanged for the
         initial letter of credit.

                 3.       INVENTORY CHOICE AND SEGREGATION

                          Purchaser shall, at all times prior to Closing, have
         access during normal business hours, and on reasonable notice to
         Gander Mountain management, to Gander Mountain's inventory and
         historical sales records and warehousing or inventory storage
         facilities, for the purpose of determining its choice of inventory
         items which will constitute Firm Inventory and which, if any,
         Purchaser wishes to offer to purchase as Optional Inventory.
         Immediately following execution hereof, Gander Mountain shall provide
         Purchaser inventory reports with regard to the inventory of the
         Catalog Division in such form and with such frequency as are
         customarily produced by Gander Mountain.  Purchaser may immediately
         begin to provide Gander Mountain listings of the descriptions,
         quantities and Book Values of items of inventory out of the total
         inventory of the Catalog Division chosen by Purchaser as to selection
         and quantity in its sole and absolute discretion without any right of
         rejection in favor of Gander Mountain to constitute Firm Inventory in
         sufficient detail that the same may be called out of Gander Mountain's
         inventory storage.  Gander Mountain will provide reasonable support,
         including personnel, to assist in this process.  Purchaser shall
         provide all such listings to Gander Mountain no later than 21 days
         after the date hereof.  Within 10 days after the date Purchaser
         provides each such listing, Gander Mountain shall provide Purchaser
         copies of invoices showing the cost of all items of Firm Inventory.
         During the 21 day period following the date hereof, Purchaser shall
         also have the right to provide Gander Mountain listings of inventory
         items





                                     - 4 -
<PAGE>   14

         to constitute Optional Inventory.  Within 5 days after receiving each
         such listing, Gander Mountain shall advise Purchaser whether it wishes
         to accept Purchaser's offer to purchase the specified Optional
         Inventory.  Failure of Gander Mountain to give notice of acceptance
         during such period shall constitute a rejection of Purchaser's offer.
         Gander Mountain shall cause the Firm Inventory as so specified (and
         the Optional Inventory after acceptance of Purchaser's Offer for
         same), to be segregated immediately following identification by
         Purchaser, under the observation of representatives of Purchaser and
         held at Gander Mountain's Wilmot, Wisconsin facility until the Closing
         and thereafter until removed by Purchaser but not later than one year
         after Closing.  Gander Mountain shall also promptly upon designation
         by Purchaser mark the Firm Inventory (and, after acceptance of
         Purchaser's Offer for Optional Inventory, shall mark the Optional
         Inventory) as not available for sale on its inventory records and
         shall restrict access to the same by all Gander Mountain employees.
         Gander Mountain shall continue to maintain through Closing the
         insurance in effect at the date hereof covering the Purchased
         Inventory.  Beginning at Closing, Purchaser shall insure all Purchased
         Inventory.  Beginning on the Closing Date, Purchaser shall be entitled
         to rent-free storage of the Purchased Inventory along with office
         space, conference rooms, and telephone service (at Purchaser's expense
         as to telephone service to the extent of long distance usage)
         reasonably necessary to the liquidation by Purchaser of the Purchased
         Inventory until the first anniversary of the Closing Date, and to
         employ reasonable security measures with respect to the Purchased
         Inventory at Purchaser's cost with respect thereto.  All Purchased
         Inventory stored at such facility shall be stored at the sole risk of
         Purchaser after Closing who shall be solely responsible for any damage
         thereof or shrinkage thereof, other than damage or shrinkage caused by
         the gross negligence or willful misconduct of employees or agents of
         Gander Mountain, to the extent not covered by Purchaser's insurance.

                 4.  REPRESENTATIONS AND WARRANTIES OF GANDER MOUNTAIN

                 GMI and GMO hereby jointly and severally represent and warrant
to Purchaser that the following statements in this Section 4 are true and
correct on the date hereof (each of which representations and warranties is
qualified to the extent so referenced in the Schedule applicable thereto):

                          a.      ORGANIZATION.  GMI and GMO are each
         corporations duly organized and validly existing under the laws of the
         State of Wisconsin.  Each of GMI and GMO has all requisite corporate
         power and authority to own or lease and to operate and use the
         Purchased Assets and to carry on the Catalog Division as now
         conducted.  True and complete copies of the articles of incorporation
         and all amendments thereto and of the by-laws, as amended to date, of
         each of GMI and GMO have been delivered to Purchaser.  GMI is the
         owner of all the issued and outstanding capital stock of GMO.

                          b.      TITLE TO ASSETS.  GMI or GMO have good and
         marketable title to the Purchased Assets free and clear of all liens,
         security interests, assignments of trademarks and service marks,
         restrictions on transfer, options to acquire and other encumbrances
         (collectively, "Liens"), except the Liens set forth on Schedule 4(b)
         hereto





                                     - 5 -
<PAGE>   15

         which, other than the Lien of Direct Digital, shall be released as of
         Closing.  Gander Mountain has complete and unrestricted power and
         right to sell, assign and convey the Purchased Assets as contemplated
         hereby, subject to the consent from the banks who are parties to the
         Revolving Credit Agreement and Term Loan Agreement, as amended,
         between among others, such banks, GMI and GMO (the "Credit
         Agreement").  At Closing, Purchaser shall receive good and marketable
         title to all the Purchased Assets free and clear of all Liens, other
         than the Lien of Direct Digital and except for Liens created by or
         through Purchaser.

                          c.      AUTHORITY OF GANDER MOUNTAIN.

                                  (1)      GMI and GMO each have the corporate
                 power, authority and legal right to execute, deliver and
                 perform this Agreement and all agreements, instruments and
                 certificates referred to herein including, without limitation,
                 the License Agreement and Noncompetition Agreement (the
                 "Related Documents") to be executed by either GMI and/or GMO.
                 The execution, delivery and performance by each of GMI and GMO
                 of this Agreement and the Related Documents have each been
                 properly authorized by all necessary corporate action of GMI
                 and GMO.  This Agreement has been duly executed and delivered
                 by GMI and GMO, and this Agreement constitutes, and upon
                 execution and delivery of the Related Documents by GMI and
                 GMO, such Related Documents will constitute the valid and
                 binding agreements of GMI and GMO enforceable against GMI and
                 GMO in accordance with their respective terms, subject to
                 bankruptcy, insolvency, moratorium and other laws affecting
                 creditors generally and to the discretion of a court to grant
                 equitable remedies.

                                  (2)      Neither the execution and delivery
                 of this Agreement by Gander Mountain nor Gander Mountain's
                 execution and delivery of the Related Documents or the
                 consummation of any of the transactions contemplated hereby or
                 thereby nor compliance with or fulfillment of the terms,
                 conditions and provisions hereof or thereof will:

                                        (a)     conflict with, result in a
                          breach of the terms, conditions or provisions of, or
                          constitute a default, an event of default or an event
                          creating rights of acceleration, termination or
                          cancellation or a loss of rights under, or result in
                          the creation or imposition of any lien upon any of
                          the Purchased Assets under:  the articles of
                          incorporation or by-laws of GMI or GMO; other than
                          the Credit Agreement and, if necessary, the AT&T
                          Agreement, any material note, instrument or agreement
                          to which GMI or GMO is a party or by which GMI or GMO
                          or any of the Purchased Assets is bound; any
                          judgment, order, award or decree of any federal,
                          state or local court or tribunal to which GMI or GMO
                          is a party or by which GMI or GMO or any of the
                          Purchased Assets is bound; or any federal, state or
                          local laws by which GMI or GMO or any of the
                          Purchased Assets is bound; or





                                     - 6 -
<PAGE>   16


                                        (b)     violate any statute,
                          regulation, rule, injunction, judgment, order or
                          decree or other restriction of any governmental body
                          or court to which Gander Mountain is subject or
                          require the approval, consent, authorization or act
                          of, or the making by GMI or GMO of any declaration,
                          filing or registration with, any third person or
                          governmental body, except as provided under the
                          Hart-Scott-Rodino Antitrust Improvements Act of 1976
                          (the "HSR Act") and the Securities Exchange Act of
                          1934, as amended (the "Exchange Act"), to the extent
                          required.

                          d.      SALES TAXES.

                                  (1)      Assuming that the Purchased
                 Inventory is being purchased hereunder for resale by
                 Purchaser, there are no transfer, sales or use taxes required
                 to be made in connection with the transactions contemplated by
                 this Agreement; provided, however, that if necessary, Gander
                 Mountain shall timely file all transfer, sales and use tax
                 returns, if any, required by all applicable state laws
                 reflecting all transactions contemplated by this Agreement
                 through the Closing Date and shall timely pay the applicable
                 taxes shown due on such tax returns, except to the extent that
                 such taxes arise solely as a result of Purchaser's acquisition
                 of Purchased Inventory for any purpose other than for resale.

                                  (2)      Nothing contained in subparagraph
                 (1) above shall constitute an admission that any transfer,
                 sales or use taxes are required to be paid, or transfer, sales
                 or use tax returns required to be filed, in connection with
                 the transactions contemplated by this Agreement.

                          e.      CONFIDENTIALITY OF CUSTOMER LISTS.  The
         confidentiality of the Customer Lists has been maintained by Gander
         Mountain and will continue to be maintained by Gander Mountain through
         the Closing Date.  If necessary, at Closing, under the supervision of
         and in cooperation with Purchaser, the Customer Lists shall be erased
         from all systems of Gander Mountain (with all hard copies, tapes,
         discs, etc. either delivered to Purchaser or destroyed) and, to the
         extent any knowledge with respect to the Customer Lists is retained by
         Gander Mountain, its officers, directors, employees, representatives,
         brokers, service bureaus and agents, such information shall be deemed
         confidential and a trade secret of Purchaser, and shall not be
         disclosed to any third party or used in any manner for the benefit of
         Gander Mountain or any other person, without the prior written consent
         of Purchaser.  Gander Mountain may, however, retain and use analyses
         of its Customer Lists performed prior to the date of this Agreement,
         reflecting solely the geographic breakdown by zip code of its
         customers but not reflecting any names, addresses or telephone
         numbers.  Notwithstanding the foregoing, Gander Mountain shall neither
         be required to erase nor to keep confidential any information
         described in the last sentence of Section 1(a)(2).

                          f.      CUSTOMER LIST RENTAL AND EXCHANGE AGREEMENTS.
         Schedule 4(f) sets forth a list of all persons who, during the period
         January 1, 1995 - March 31, 1996,





                                     - 7 -
<PAGE>   17
         had the right to utilize to any extent and on any basis a customer
         list of the Catalog Division (all of such utilization having been
         through Chilicutt, except as set forth on Schedule 4(f)).

                          g.      CUSTOMER LIST QUALITY.  As of April 1, 1996,
         the Customer Lists included not less than the following:

<TABLE>
                                                                      
                          <S>               <C>                       
                          1,290,000    -    0-12 month buyers         
                            995,000    -    13-24 month buyers        
                            785,000    -    25-36 month buyers        
                          1,790,000    -    37-72 month buyers        
                            695,000    -    0-12 month inquiries      
                            875,000    -    13-24 month inquiries     
                          2,065,000    -    25-48 month inquiries     
</TABLE>
                          h.      INTELLECTUAL PROPERTY.

                                  (1)      Schedule 4(h) contains a list of:

                                        (a)     all United States and state
                          trademarks, service marks and trade names for which
                          registrations have been issued or applied for, and
                          all other United States and state trademarks, service
                          marks and trade names, owned by GMI or GMO or in
                          which GMI or GMO holds any right, license or interest
                          used in the Catalog Division, except that in case of
                          trademarks, service marks and trade names which are
                          not registered or for which registrations are not
                          applied for, the foregoing warranty is given only to
                          the best knowledge of Gander Mountain; and

                                        (b)     all agreements, commitments,
                          contracts, understandings, licenses, assignments and
                          indemnities relating or pertaining to any asset,
                          property or right of the character described in the
                          preceding clause to which GMI or GMO is a party,
                          other than those referred to on Schedule 4(b).

                                  (2)      With respect to the "Gander
                 Mountain" trade name, all of the registrations for such trade
                 name, trademark and service mark are valid and in force and
                 all without challenge of any kind, and GMI owns the entire
                 right, title and interest in and to such trade name, trademark
                 and service mark as well as the registration therefor without
                 qualification, limitation, burden or encumbrance of any kind,
                 other than as listed on Schedule 4(b).

                                  (3)      Gander Mountain has received during
                 the past 24 months no notice of any claim against Gander
                 Mountain involving any conflict or claim of conflict with
                 respect to the Gander Mountain trade name, trademark or
                 service mark.  To the best knowledge of Gander Mountain, no
                 infringement of any





                                     - 8 -
<PAGE>   18

                 trademark, service mark, trade name, or copyright or
                 registration thereof has occurred or results in any way from
                 the use of such mark in the operations or business of the
                 Catalog Division.  To Gander Mountain's best knowledge there
                 is no infringing use of such mark by any other person.

                          i.      LITIGATION MATTERS.  As of the date hereof,
         there are no actions, suits, investigations or proceedings pending
         against or, to the best of Gander Mountain's knowledge, threatened
         against or affecting, Gander Mountain or any of the Purchased Assets
         before any court, arbitrator or government authority which,
         individually or in aggregate, could reasonably be expected to affect
         the validity of this Agreement or its enforceability against Gander
         Mountain, consummation by Gander Mountain of the transactions
         contemplated hereby or compliance with the terms hereof by Gander
         Mountain.  As of the date hereof, there are no outstanding judgments,
         decrees or orders of any court or governmental authority against
         Gander Mountain which relate to or arise out of the conduct of the
         Catalog Division or the ownership, condition or operation of the
         Purchased Assets which, individually or in aggregate, could reasonably
         be expected to affect the validity, enforceability or performance of
         this Agreement by Gander Mountain.  As of the date hereof, no
         challenge to the Transaction based upon GMI's failure to obtain
         shareholder approval therefor is pending and, to the actual knowledge
         of Ralph Freitag and David Lubar, no such challenge has been
         threatened.

                          j.      INVENTORY.  The listing of inventory of the
         Catalog Division dated April 2, 1996 and run at 16:52 C.S.T.  provided
         to Purchaser by Gander Mountain (the "Inventory List") accurately
         reflects the items and prices of the inventory of the Catalog Division
         on hand as of such date in all material respects and, since that date,
         there have been no sales or other dispositions of inventory by the
         Catalog Division outside the ordinary course of business.  As of April
         9, 1996, the Catalog Division continues to hold inventory on the
         Inventory List of at least $35 million in cost (using the costs shown
         on the Inventory List).

                          k.      DISCLOSURE.  To the actual knowledge of Ralph
         Freitag and David Lubar, no representation or warranty made by Gander
         Mountain in this Agreement contains or shall contain any untrue
         statement of material fact or omits or shall omit a material fact
         necessary to make the statements contained therein not misleading.

                 5.       REPRESENTATIONS AND WARRANTIES OF PURCHASER

                 Purchaser hereby represents and warrants to Gander Mountain
that the following statements in this Section 5 are true and correct on the
date hereof (each of which representations and warranties is qualified to the
extent so referenced in the Schedule applicable thereto):

                          a.      ORGANIZATION OF PURCHASER.  Purchaser is a
         corporation duly organized and validly existing under the laws of the
         State of Nebraska with all requisite corporate power and authority to
         own, operate and lease its properties and conduct its business.





                                     - 9 -
<PAGE>   19


                          b.      AUTHORITY OF PURCHASER.  Purchaser has the
         corporate power and authority and legal right to execute, deliver and
         perform this Agreement and all Related Documents to be executed by
         Purchaser.  The execution, delivery and performance of this Agreement,
         and any Related Documents to be executed by Purchaser, have been
         properly and duly authorized by all required action of Purchaser.
         This Agreement has been duly executed and delivered by Purchaser and
         constitutes, and upon execution and delivery of the Related Documents
         by Purchaser, such Related Documents will constitute, the valid and
         binding agreements of Purchaser enforceable against Purchaser in
         accordance with their respective terms, subject to bankruptcy,
         insolvency, moratorium and other laws affecting creditors generally
         and to the discretion of a court to grant equitable remedies.

                          c.      NO CONFLICTS; APPROVALS.  Neither the
         execution and delivery of this Agreement by Purchaser nor Purchaser's
         execution and delivery of the other agreements and instruments to be
         delivered by Purchaser pursuant hereto or the consummation of any of
         the transactions contemplated hereby or thereby nor compliance with or
         fulfillment of the terms, conditions and provisions hereof or thereof
         will:

                                  (1)      conflict with, result in a breach of
                 the terms, conditions or provisions of, or constitute a
                 default, an event of default or an event creating rights of
                 acceleration, termination or cancellation or a loss of rights
                 under the articles of incorporation or related instruments of
                 Purchaser; any material note, instrument or agreement to which
                 Purchaser is a party or by which Purchaser is bound; any
                 judgment, order, award or decree of any federal, state or
                 local court or tribunal to which Purchaser is a party or by
                 which Purchaser is bound; or any federal, state or local laws
                 to which Purchaser is bound; or

                                  (2)      require the approval, consent,
                 authorization or act of, or the making by Purchaser of any
                 declaration, filing or registration with, any third person or
                 governmental body, except as provided under the HSR Act.

                          d.      SOURCE OF FUNDS.  Purchaser's source of funds
         for the payment of the cash portion of the Purchase Price is from
         internal funds and through its existing revolving credit facility
         provided by a group of banking institutions and such sources are
         sufficient to enable Purchaser to pay the amounts to be paid by it
         pursuant to Section 7(c)(1) at the Closing.

                          e.      BUSINESS OF PURCHASER.  Purchaser's principal
         business is direct marketing through the catalog known as "Cabela's."

                          f.      STOCK OF GMI.  Purchaser is not the
         "beneficial owner" (within the meaning of Wis. Stat. Section
         180.1140(3)) of more than 5% of the Common Stock of GMI and has not
         been such a beneficial owner since April 9, 1993.





                                     - 10 -
<PAGE>   20

                 6.       COVENANTS PENDING CLOSING

                          a.      HSR ACT; GOVERNMENTAL APPROVALS.

                                  (1)      As promptly as practicable after the
                 date hereof, GMI and Purchaser or its ultimate parent
                 entities, as appropriate, shall file with the Federal Trade
                 Commission and the Antitrust Division of the Department of
                 Justice the notifications and other information required to be
                 filed under the HSR Act, or any rules and regulations
                 promulgated thereunder, with respect to the transactions
                 contemplated hereby.  Each party warrants that in all material
                 respects all such filings by it or its affiliates will be, as
                 of the date filed and based on information available as of the
                 date of filing, true and accurate and substantially in
                 accordance with the requirements of the HSR Act and any such
                 rules and regulations.  Each of Purchaser and Gander Mountain
                 agrees to make available to the other such information as each
                 of them may reasonably request relative to its business,
                 assets and property as may be required of each of them to file
                 any additional information requested by such agencies under
                 the HSR Act and any such rules and regulations.

                                  (2)      During the period prior to the
                 Closing Date, Purchaser and Gander Mountain shall act
                 diligently and reasonably, and shall cooperate with each
                 other, to secure any consents and approvals of any
                 governmental body required to be obtained by them in order to
                 permit the consummation of the transactions contemplated by
                 this Agreement, or to otherwise satisfy the conditions set
                 forth in Section 7 hereof.

                          b.      CLOSING CONDITIONS.  Purchaser and Gander
         Mountain agree to use their best efforts to cause to be fulfilled the
         conditions to their respective obligations hereunder set forth in
         Section 7 hereof, provided, however, that nothing herein shall require
         the Board of Directors of GMI or GMO to take any action if such Board
         determines in good faith, after advice of counsel, that taking such
         action would reasonably risk violating its fiduciary duties.

                          c.      INVESTIGATION BY PURCHASER.  Between the date
         hereof and the Closing Date, Gander Mountain shall furnish to
         Purchaser or its authorized representatives such additional
         information concerning the Purchased Assets as shall be reasonably
         requested, including all such information as shall be necessary to
         enable them to verify the accuracy of the representations and
         warranties contained in this Agreement, to verify that the covenants
         of Gander Mountain contained in this Agreement have been complied with
         and to determine whether the conditions set forth in Section 7(d) have
         been satisfied.  Purchaser agrees that such investigation shall be
         conducted in such a manner as not to interfere unreasonably with the
         operations of Gander Mountain or the Catalog Division.  Anything
         herein to the contrary notwithstanding, in no event shall Purchaser or
         any representative be entitled to access to or to receive any
         information (i) about the Customer Lists or any information therein,
         or (ii) which is subject to a confidentiality obligation on the part
         of Gander Mountain.  Notwithstanding clause (i) in the prior sentence,
         to enable





                                     - 11 -
<PAGE>   21

         Purchaser to prepare for an expedited transition of the Customer Lists
         to Purchaser, from the date hereof to the Closing Date, Purchaser
         shall be entitled to merge the Customer Lists with Purchaser's own
         customer list and to purge all duplicative names if (i) such
         merger/purge operations are conducted solely through DMT or another
         organization acceptable to GMI, (ii) Purchaser is given no information
         about the names, addresses or telephone numbers on the Customer Lists
         and (iii) all resulting merged/purged customer lists are destroyed in
         the event the Closing does not occur.  In addition, Purchaser shall be
         permitted to perform additional studies concerning the Customer Lists
         consistent with and subject to the limitations of the above terms.

                          d.      NO SHOPPING.  GMI shall not, nor shall it
         permit any subsidiary to nor shall it authorize or permit any officer,
         director, investment banker, attorney, accountant or other agent or
         representative retained by or acting under its authority to contact,
         initiate, solicit, enter into or conduct any negotiations or
         discussions or furnish any information to any person with respect to
         the sale, direct or indirect, of the Purchased Assets (except, in each
         case, for the transactions to be effected hereunder); provided,
         however, GMI shall be entitled to furnish information about GMI or any
         subsidiary (including any information about the Purchased Assets) to
         any person who GMI reasonably believes is capable of effecting a
         Superior Transaction (as defined in Section 8(a)(2) below), and shall
         be entitled to enter into and conduct discussions and negotiations
         with any such person with a view to entering into an agreement for a
         Superior Transaction and Purchaser shall have no claim against GMI nor
         any such person as a consequence thereof, including any contact with
         GMI by such person.  As promptly as practicable after such contact,
         GMI shall advise Purchaser that GMI has been contacted by a person
         seeking to acquire the Purchased Assets directly or indirectly and if
         GMI furnishes information to such person, GMI shall as promptly as
         practicable also advise Purchaser that it has done so.  Gander
         Mountain will promptly communicate to Purchaser the identity of the
         party making any proposal which it receives in respect of any actual
         or potential Superior Transaction.  In no event will Gander Mountain
         enter into any agreement with respect to a Superior Transaction unless
         and until this Agreement has been terminated pursuant to Section
         8(a)(2) below.

                          e.      NOTICE OF DEVELOPMENTS.  Gander Mountain and
         Purchaser will give prompt written notice to each other of any
         material adverse development causing a breach of any of its own
         representations and warranties set forth in Sections 4 and 5 above.
         No disclosure by either party pursuant to this Section 6(e), however,
         shall be deemed to amend or supplement the schedules provided by
         either party or to prevent or cure any misrepresentation, breach of
         warranty or breach of covenant.

                          f.      BANKRUPTCY MATTERS.  In the event that a
         voluntary or involuntary petition in bankruptcy is filed by or against
         Gander Mountain so that this Agreement or any Related Agreement
         becomes subject to the executory contract or unexpired lease
         provisions and requirements of 11 U.S.C. Sec. 365: (a) Gander Mountain
         shall immediately seek, on an expedited basis, authorization from the
         bankruptcy court to assume this Agreement and each Related Agreement
         and to provide adequate assurances





                                     - 12 -
<PAGE>   22

         in accordance with the terms and provisions of 11 U.S.C. Sec.
         365(b)(1); (b) Gander Mountain shall make no demand for any action or
         forbearance from Purchaser or from the issuer of the Letter of Credit
         that relates in any way to this Agreement or any Related Agreement
         unless or until a final, nonappealable order is entered by a court of
         competent jurisdiction on the question of whether this Agreement and
         each Related Agreement should be assumed; (c) Gander Mountain hereby
         consents to relief from the automatic bankruptcy stay under 11 U.S.C.
         Sec. 362 so that Purchaser can take all action or forbear from any
         action as needed or appropriate to preserve its rights and protect its
         interests that relate in any way to the subject matter of this
         Agreement and each Related Agreement until a final, nonappealable
         order is entered by a court of competent jurisdiction on the question
         of whether this Agreement and each Related Agreement should be
         assumed; and (d) in the event that such court authorization for
         assumption of this Agreement and each Related Agreement is not
         obtained within a reasonable time after the bankruptcy filing, but in
         no event later than June 30, 1996, Gander Mountain hereby consents to
         relief from the automatic stay of 11 U.S.C. Sec. 362 so that Purchaser
         may take all necessary and appropriate action to terminate this
         Agreement, obtain possession of any funds held in escrow according to
         the terms of this Agreement, and take such other action or forbear
         from any action that is needed or appropriate to preserve its rights
         and protect its interests in light of such termination.

                          g.      TAX CLEARANCE CERTIFICATES.  Gander Mountain
         shall use its best efforts to obtain all available certificates from
         the Wisconsin Department of Revenue indicating that Purchaser shall
         not, by reason of the transactions contemplated hereby, become liable
         for any sales or use tax imposed by the State of Wisconsin.

                          h.      VENDORS.  Immediately following execution
         hereof, Gander Mountain shall provide Purchaser the names and
         addresses of its vendors and Purchaser shall have the right and
         authority to contact any such vendors for the purposes of discussing
         returns of Purchased Inventory, past business practices and any
         quality issues regarding Purchased Inventory.

                          i.      PRESS RELEASE.  Gander Mountain shall prepare
         any press releases announcing the execution of this Agreement and the
         Transaction, which shall be subject to prior approval of Purchaser
         with respect to the portions thereof describing Purchaser.


                 7.       CLOSING AND CLOSING DELIVERIES; CONDITIONS

                          a.      CLOSING.  The Closing shall take place at
         9:00 a.m. local time no later than the third business day following
         the day on which the condition in Section 7(d)(3) is satisfied, at the
         offices of Koley, Jessen, Daubman & Rupiper, P.C., Omaha, Nebraska or
         at such other place as may be mutually agreed upon by the parties;
         provided, however, that if all the conditions precedent to the Closing
         shall not have been satisfied or waived by such date, and (i) the
         party which has failed to fulfill any condition not waived is
         diligently seeking to fulfill such condition, and (ii) it is
         reasonably expected that





                                     - 13 -
<PAGE>   23

         such condition can be fulfilled by June 30, 1996, then the Closing
         Date shall be extended to the third business day following the day on
         which such condition precedent has been fulfilled (or waived).  The
         date on which the Closing shall actually occur is herein referred to
         as the "Closing Date."  All actions to be taken and deliveries to be
         made at Closing shall be deemed to be conditions concurrent with the
         Closing.  In case at any time after the Closing any further action is
         necessary or desirable to carry out the purposes of this Agreement,
         each of the parties will take such further action (including the
         execution and delivery of such further instruments and documents) as
         any other party reasonably may request, all at the sole cost and
         expense of the requesting party (unless the requesting party is
         entitled to indemnification therefore under Section 10 below).

                          b.      GANDER MOUNTAIN DELIVERIES.  At Closing,
         Gander Mountain shall deliver to Purchaser the instruments and
         documents specified below duly executed by an authorized officer of
         Gander Mountain, if applicable:

                                  (1)      a Bill of Sale to the Purchased
                 Assets in the form attached as Exhibit 7(b)(1) hereto, and
                 concurrent possession of the Purchased Assets;

                                  (2)      a certificate of the Secretary or an
                 Assistant Secretary of GMI to the effect that the resolutions
                 of GMI's directors authorizing the sale of the Purchased
                 Assets to Purchaser pursuant to this Agreement have not been
                 modified, revoked or repealed;

                                  (3)      the Letter of Credit;

                                  (4)      a license agreement in the form of
                 Exhibit 7(b)(4) attached hereto (the "License Agreement");

                                  (5)      a noncompetition agreement in the
                 form of Exhibit 7(b)(5) attached hereto (the "Noncompetition
                 Agreement");

                                  (6)      an opinion of Foley & Lardner,
                 counsel to Gander Mountain, to the effect set forth on Exhibit
                 7(b)(6) attached hereto dated the Closing Date;

                                  (7)      properly-executed releases of all
                 Liens on the Purchased Assets including, but not limited to
                 the Liens described on Schedule 4(b) hereto, except that
                 notwithstanding the foregoing, no release shall be required of
                 the Lien of Direct Digital on the Miscellaneous Assets;

                                  (8)      assignments of the interests in the
                 trademarks covered by the License Agreement properly executed
                 by any bank, lender or other third party having a security
                 interest or any other interest in such trademarks;





                                     - 14 -
<PAGE>   24

                                  (9)      certificates of existence for GMI
                 and GMO from the State of Wisconsin dated not more than ten
                 (10) days prior to Closing;

                                  (10)     Consents and Covenants not to Sue in
                 the form of Exhibit 7(b)(10) attached hereto properly executed
                 by shareholders of GMI holding in the aggregate not less than
                 41% of the total votes that are entitled to be cast by holders
                 of Common Stock and Preferred Stock of GMI when they vote
                 together as a single class; and

                                  (11)     the certificates of Gander Mountain
                 contemplated under Sections 7(d)(1) and 7(d)(2) below.

                          c.      PURCHASER DELIVERIES.  At Closing, Purchaser
         shall deliver to Gander Mountain the instruments and documents
         specified below duly executed by an authorized officer of Purchaser,
         if applicable:

                                  (1)      the Purchase Price payable to GMI
                 and GMO jointly as their interests appear, by wire transfer in
                 immediately available funds (reduced by any amount drawn
                 against the Letter of Credit);

                                  (2)      resale or equivalent certificates
                 executed by Purchaser with respect to the inventory and any
                 other personal property for which such certificates are
                 required by law to avoid collection of sales tax on the sale
                 of Purchased Assets hereunder;

                                  (3)      a certificate of the Secretary or an
                 Assistant Secretary of Purchaser to the effect that the
                 resolutions of Purchaser's directors authorizing the purchase
                 of the Purchased Assets from Gander Mountain pursuant to this
                 Agreement have not been modified, revoked or repealed;

                                  (4)      the  License Agreement;

                                  (5)      a noncompetition agreement in the
                 form of Exhibit 7(c)(5) attached hereto (the "Purchaser
                 Noncompetition Agreement");

                                  (6)      an opinion of Koley, Jessen, Daubman
                 & Rupiper, P.C., counsel to Purchaser, to the effect set forth
                 on Exhibit 7(c)(6) attached hereto dated the Closing Date;

                                  (7)      a Certificate of Good Standing for
                 Purchaser from the State of Nebraska dated not more than ten
                 (10) days prior to Closing;

                                  (8)      an Assumption of the AT&T 
                 Liabilities in the form of Exhibit 7(c)(8); and





                                     - 15 -
<PAGE>   25

                                  (9)      the certificates of Purchaser
                 contemplated under Sections 7(e)(1) and 7(e)(2) below.

                          d.      CONDITIONS PRECEDENT TO PURCHASER'S
         OBLIGATIONS.  All obligations of Purchaser under this Agreement are
         subject to the fulfillment, on or prior to the Closing Date, of each
         of the following conditions (unless the fulfillment thereof is
         prevented by an act or omission of Purchaser):

                                  (1)      The representations and warranties
                 of Gander Mountain contained in Section 4 of this Agreement
                 shall be deemed to have been made again at and as of the
                 Closing Date with respect to the state of facts then existing
                 (except that any representation and warranty which is
                 expressly given as of the date hereof or as of any specified
                 date shall be only deemed made as of the date hereof or as of
                 such specified date and not as of the Closing Date), and shall
                 then be true in all respects on and as of the Closing Date,
                 except for any untruths which, individually and in the
                 aggregate, are not material and adverse to the Purchased
                 Assets; and there shall have been delivered to Purchaser a
                 certificate to such effect, dated the Closing Date, signed on
                 behalf of GMI and GMO by their respective Chairman, Chief
                 Executive Officer or Chief Financial Officer.

                                  (2)      There shall have been no material
                 breach by Gander Mountain in the performance of any of its
                 covenants and agreements herein (including, without
                 limitation, the completion of the actions and delivery by
                 Gander Mountain of all of the items specified in Section 7(b)
                 of this Agreement), and there shall have been delivered to
                 Purchaser a certificate to such effect, dated the Closing
                 Date, signed on behalf of GMI and GMO by their respective
                 Chairman, Chief Executive Officer or Chief Financial Officer.

                                  (3)      All applicable waiting periods,
                 including any extensions thereof, under the HSR Act shall have
                 expired or otherwise been terminated.

                                  (4)      There shall not be in effect any
                 order issued by a court of competent jurisdiction enjoining
                 the consummation of the Transaction or any part thereof.

                          e.      CONDITIONS PRECEDENT TO GANDER MOUNTAIN'S
         OBLIGATIONS.  All obligations of Gander Mountain under this Agreement
         are subject to the fulfillment, prior to or on the Closing Date, of
         each of the following conditions:

                                  (1)      The representations and warranties
                 of Purchaser contained in Section 5 of this Agreement shall be
                 deemed to have been made again at and as of the Closing Date
                 with respect to the state of facts then existing and shall
                 then be true in all material respects on and as of the Closing
                 Date; and there shall have been delivered to Gander Mountain a
                 certificate to such effect, dated the Closing Date, signed on
                 behalf of Purchaser by its President or any Vice President.





                                     - 16 -
<PAGE>   26


                                  (2)      There shall have been no material
                 breach by Purchaser in the performance of any of its covenants
                 and agreements herein (including, without limitation,
                 completion of the actions and delivery by Purchaser of all of
                 the items specified in Section 7(c) of this Agreement), and
                 there shall have been delivered to Gander Mountain a
                 certificate to such effect, dated the Closing Date, signed on
                 behalf of Purchaser by its President or any Vice President.

                                  (3)      All applicable waiting periods,
                 including any exclusions thereof, under the HSR Act shall have
                 expired or otherwise been terminated.

                                  (4)      There shall not be in effect any
                 order issued by a court of competent jurisdiction enjoining
                 the consummation of the Transaction or any part thereof.

                          f.      WAIVER.  Either party may, but shall have no
         obligation to, waive in its absolute discretion any delivery to it
         hereunder or any condition precedent to its obligations hereunder.

                 8.       TERMINATION

                          a.      GENERAL.

                                  (1)      Either party may terminate this
                 Agreement by giving written notice to the other party in the
                 event that the conditions precedent to the performance of the
                 obligations of the party giving such notice shall not have
                 been fulfilled by June 30, 1996, unless the absence of such
                 fulfillment is due to a breach of this Agreement by the party
                 seeking to terminate this Agreement.

                                  (2)      Gander Mountain may terminate this
                 Agreement to enter into an agreement with a third party
                 providing for the sale of any of the assets of GMI or any
                 subsidiary, or any merger, business combination or similar
                 transaction involving GMI, or a transaction in which a person
                 makes a significant equity investment in GMI or any
                 subsidiary, on terms which a majority of the Board of
                 Directors of GMI in good faith believe are materially more
                 favorable to GMI than the sale of the Purchased Assets
                 hereunder (any such sale a "Superior Transaction"); provided,
                 however, contemporaneously with the closing of such Superior
                 Transaction, Gander Mountain shall pay to Purchaser the sum of
                 $1,500,000 (the "Termination Fee") by wire transfer of
                 immediately available funds.

                          b.      EFFECT OF TERMINATION.  If this Agreement is
         terminated under Section 8(a), then all obligations of Gander Mountain
         and Purchaser hereunder shall terminate; provided, however, that such
         termination shall not (i) relieve Gander Mountain or Purchaser from
         liability for any breach of this Agreement, which liability shall
         include, in addition to all damages otherwise recoverable under
         applicable law, all legal and other





                                     - 17 -
<PAGE>   27

         costs and expenses incurred by the non-breaching party in connection
         with this Agreement and the transactions contemplated hereby,
         including such costs and expenses as arise out of any legal proceeding
         incident to such breach, provided, however, Purchaser's liability for
         breach of this Agreement shall not exceed $10,000,000 or (ii)
         relieve Gander Mountain from its obligations to make payment to
         Purchaser of the Termination Fee upon the closing of a Superior
         Transaction.

                 9.       RISK OF LOSS

                 The risk of loss or damage to any of the tangible property,
transfer of which is contemplated hereby, shall remain with Gander Mountain
until Closing, except to the extent any such loss or damage is proximately
caused by an act of Purchaser, in which event such loss shall be at the expense
of Purchaser.

                 10.      INDEMNIFICATION

                          a.      SURVIVAL.  Except as otherwise set forth in
         this Section 10(a), the representations and warranties made in this
         Agreement or in any Related Agreement shall survive the Closing until
         the second anniversary thereof and shall thereupon expire together
         with any right to indemnification for breach thereof (except to the
         extent a written notice asserting a claim for breach of any such
         representation or warranty, describing the nature of the breach in
         reasonable detail, shall have been given prior to such date to the
         party which made such representation or warranty, in which case such
         representation and warranty shall survive, to the extent of such claim
         only, until such claim is resolved, whether or not the amount of the
         damages or expense resulting from such breach has been finally
         determined at the time the notice is given, if, but only if, in the
         case of a claim made by Purchaser by reason of a third party claim,
         the written notice is accompanied by a copy of the written notice of
         the third party claimant.  The representations and warranties
         contained in Sections 4(a), 4(b) and 4(c) shall survive the Closing
         until the expiration of the applicable statute of limitations.  The
         covenants and agreements contained herein to be performed or complied
         with at or after the Closing (other than the covenant and agreement to
         indemnify against breaches of representations and warranties, which
         shall expire as set forth in the first sentence of this Section 10(a))
         shall survive the Closing until the expiration of the applicable
         statute of limitations.

                          b.      INDEMNIFICATION.

                                  (1)      If the Closing shall occur, Gander
                 Mountain shall indemnify Purchaser and hold it harmless from
                 and against all "Losses" (as hereinafter defined) which are
                 incurred or suffered by Purchaser (A) by reason of the breach
                 of any of the representations or warranties made by Gander
                 Mountain herein or in any Related Agreement, (B) by reason of
                 the failure by Gander Mountain to perform or comply with any
                 of the covenants or agreements contained herein or in any
                 Related Agreement to be performed or complied with by Gander
                 Mountain prior to, at or after the Closing, or (C) by reason
                 of any liability or obligation of





                                     - 18 -
<PAGE>   28

         GMI or GMO which is asserted against Purchaser, other than the AT&T
         Liabilities; provided, however, that (x) Purchaser shall not be
         entitled to any recovery unless a claim for indemnification is made in
         accordance with paragraph (3)(A) of Section 10(b) and within the time
         period of survival set forth in Section 10(a); and (y) Purchaser shall
         not be entitled to recover any amount for indemnification claims under
         clause (A) of this paragraph (1), unless and until the amount of all
         claims exceeds, in the aggregate, an amount equal to $200,000, in
         which event Purchaser shall be entitled to recover the amount by which
         the aggregate of such claims exceeds $200,000.  As used herein, the
         term "Losses" means any liability, loss, damage, deficiency, cost or
         expense (including reasonable attorneys' fees and disbursements),
         whether as a result of third-party claims or actual or direct Losses
         sustained by Purchaser, but shall not include damages for lost
         profits, unless the same have been sustained by a third party and are
         payable by Purchaser on account of claims against Purchaser by such
         third party.  In no event shall Gander Mountain be obligated to
         indemnify Purchaser under this subparagraph (1) for any amount which,
         when added to all other amounts previously paid to Purchaser in regard
         to its indemnification obligations hereunder, exceeds the Purchase
         Price.

                                  (2)      If the Closing shall occur,
         Purchaser shall indemnify GMI and GMO and hold each of them harmless
         from and against all Losses which are incurred or suffered by any of
         them (A) by reason of the breach by Purchaser of any of the
         representations or warranties made by Purchaser herein or in any
         Related Document, (B) by reason of the failure by Purchaser to perform
         or comply with any of the covenants or agreements contained herein or
         in any Related Document to be performed or complied with by it prior
         to, at or after the Closing or (C) by reason of the AT&T Liabilities;
         provided, however, that:  (x) Gander Mountain shall not be entitled to
         any recovery unless a claim for indemnification is made in accordance
         with paragraph (3)(A) of this Section 10(b) and within the time period
         set forth in Section 10(a); and (y) Gander Mountain shall not be
         entitled to recover any amount for indemnification claims under clause
         (A) of this paragraph (2) unless and until the amount of such claims
         exceeds, in the aggregate, an amount equal to $200,000, in which event
         Gander Mountain shall be entitled to recover the amount by which the
         aggregate of such claims exceeds $200,000.  In no event shall
         Purchaser be obligated to indemnify Gander Mountain under this
         subparagraph (2) for any amount which, when added to all other amounts
         previously paid to Gander Mountain in regard to its indemnification
         obligations hereunder, exceeds the Purchase Price.

                                  (3)      (a) In the event that any party
         shall incur or suffer any Losses in respect of which indemnification
         may be sought by such party pursuant to the provisions of this Section
         10(b), the party seeking to be indemnified hereunder (the
         "Indemnitee") shall assert a claim for indemnification by written
         notice (a "Notice") to the party from whom indemnification is sought
         (the "Indemnitor") stating the nature and basis of such claim, and, if
         such claim is with





                                     - 19 -
<PAGE>   29

         respect to a third party claim, accompanied by the documentation set
         forth in Section 10(a).  In the case of Losses arising by reason of
         any third party claim, the Notice shall be given within 30 days of the
         filing or other written assertion of any such claim against the
         Indemnitee, but the failure of the Indemnitee to give the Notice
         within such time period shall not relieve the Indemnitor of any
         liability that the Indemnitor may have to the Indemnitee except to the
         extent that the Indemnitor is prejudiced thereby.

                                        (b)  The Indemnitee shall provide to
         the Indemnitor upon request all information and documentation
         reasonably necessary to support and verify any Losses which the
         Indemnitee believes give rise to a claim for indemnification hereunder
         and shall give the Indemnitor reasonable access to all books, records
         and personnel in the possession or under the control of the Indemnitee
         which would have bearing on such claim.

                                        (c)  In the case of third party claims
         for which indemnification is sought, the Indemnitor shall have the
         option, and with respect to such claims that are in respect of the
         AT&T Liabilities ("AT&T Claims"), shall have the obligation, at its
         sole cost and expense, (x) to conduct any proceedings or negotiations
         in connection therewith, (y) to take all other steps to settle or
         defend any such claim (provided that the Indemnitor shall not  settle
         any such claim without the consent of the Indemnitee (which consent
         shall not be unreasonably withheld) and (z) to employ counsel to
         contest any such claim or liability in the name of the Indemnitee or
         otherwise.  In any event, the Indemnitee shall be entitled to
         participate at its own expense and by its own counsel in any
         proceedings relating to any third party claim.  The Indemnitor shall,
         within 45 days of receipt of the Notice, notify the Indemnitee of (or,
         in the case of AT&T Claims, confirm to the Indemnitee) its intention
         to assume the defense of such claim. Until the Indemnitee has received
         notice of the Indemnitor's election (or such confirmation) whether to
         defend any claim, the Indemnitee shall take reasonable steps to defend
         (but may not settle) such claim.  If, in the case of any claim that is
         not an AT&T Claim, the Indemnitor shall fail to notify the Indemnitee
         within 45 days after receipt of the Notice whether or not the
         Indemnitor elects to defend such claim, the Indemnitee shall defend
         against such claim, and the Indemnitor shall reimburse the Indemnitee
         or pay directly for the costs and expenses thereof (including, without
         limitation, counsels' fees) on a periodic basis promptly upon receipt
         of Indemnitee's request therefor and written verification of such
         costs and expenses (provided that the Indemnitee shall not settle such
         claim without the consent of the Indemnitor, which consent shall not
         be unreasonably withheld).  The expenses of all proceedings, contests
         or lawsuits in respect of such claims (other than those incurred by
         the Indemnitee which are referred to in the second sentence of this
         subparagraph (c)) shall be borne by the Indemnitor but only if the
         Indemnitor is responsible pursuant hereto to indemnify the Indemnitee
         in respect of the third party claim and, if applicable, only to the
         extent required by clause (y) of Section 10(b)(1) or 10(b)(2),
         whichever is applicable.  Regardless of which party shall assume the
         defense of the





                                     - 20 -
<PAGE>   30

        claim, the parties agree to cooperate fully with one another in
        connection therewith.  In the case of a claim for indemnification made
        under Section 10(b)(1)(A) or 10(b)(2)(A), (1) if (and to the extent)
        the Indemnitor is responsible pursuant hereto for indemnifying the
        Indemnitee in respect of the third party claim, then within ten days
        after the occurrence of a final non-appealable determination with
        respect to such third party claim, the indemnitor shall pay the
        Indemnitee, in immediately available funds, the amount of any Losses
        (or such portion thereof as the Indemnitor shall be responsible for
        pursuant to the provisions hereof, including, without limitation,
        clause (y) of Section 10(b)(1) or 10(b)(2), whichever is applicable),
        and (2) in the event that any Losses incurred by the Indemnitee do not
        involve payment by the Indemnitee of a third party claim, then, if (and
        to the extent) the Indemnitor is responsible pursuant hereto for
        indemnifying the Indemnitee against such Losses, the Indemnitor shall
        within ten days after agreement on the amount of Losses or the
        occurrence of a final non-appealable determination of such amount pay
        to the Indemnitee, in immediately available funds, the amount of such
        Losses (or such portion thereof as the Indemnitor shall be responsible
        for pursuant to the provisions hereof, including, without limitation,   
        clause (y) of Section 10(b)(1) or 10(b)(2), whichever is applicable.

                                  (4)      The indemnification provided in this
        Section 10(b) shall be the sole and exclusive remedy for monetary
        damages for any inaccuracy or breach of any representation, warranty,
        covenant, agreement or any other obligation made by GMI or GMO or
        Purchaser in this Agreement (including the Schedules hereto) or in any
        Related Document; provided, however, nothing contained herein shall
        restrict the right of the parties to obtain equitable relief.  All
        amounts payable by one party in indemnification of the other shall be   
        considered an adjustment to the Purchase Price.

                                  (5)      Upon making any payment to an
        Indemnitee for any indemnification claim pursuant to this Section
        10(b), the Indemnitor shall be subrogated, to the extent of such
        payment, to any rights which the Indemnitee may have against any other
        parties with respect to the subject matter underlying such
        indemnification claim.

        11.      BULK SALES ACT

        Gander Mountain shall furnish to Purchaser within seven business days
after the date hereof:  (i) the list of creditors (including parties to all
litigation to which Gander Mountain or its subsidiaries and affiliates are
parties) required to be furnished to comply with the bulk transfer laws of
Wisconsin, Wis. Stat. Ann. Section  406.101 et seq. and any other applicable
bulk transfer law (collectively, the "Bulk Transfer Laws") in connection with
the sale and the transfer of the Purchased Assets (it being understood that the
amounts contained on such list as known to Gander Mountain may be determined as
of a time in advance of the delivery of such list to Purchaser but as close
thereto as reasonably practicable) and (ii) all information with respect to
Gander Mountain necessary for any notice to creditors that Purchaser desires to
send under the





                                     - 21 -
<PAGE>   31

Bulk Transfer Laws.  In connection therewith, Gander Mountain will take such
other action as is reasonably requested by Purchaser to assist in complying
with the Bulk Transfer Laws (it being understood that all costs relating to the
mailing of the notice to creditors shall be the responsibility of Purchaser).
Gander Mountain represents and warrants that such list and information and the
schedule of property referred to below will be true and correct.  Gander
Mountain shall be entitled, if it so desires, to include in any mailing to
creditors a letter from Gander Mountain, other than a letter to which Purchaser
reasonably objects.  In addition to the foregoing, Gander Mountain and
Purchaser will jointly prepare the schedule of property required by the Bulk
Transfer Laws.

                 12.      MISCELLANEOUS PROVISIONS

                          a.      BROKERS.  Each party represents to the other
         that all negotiations relative to this Agreement have been carried on
         by Gander Mountain and Purchaser, directly, and no broker or third
         party (other than Smith Barney Inc., whose fees and expenses are the
         responsibility of Gander Mountain, and Dain Bosworth Incorporated
         whose fees and expenses are the responsibility of Purchaser) has been
         employed with respect to the sale and transfer covered hereby and no
         one, other than Smith Barney Inc. and Dain Bosworth Incorporated, is
         entitled to any broker's fee or other similar compensation.

                          b.      FURTHER EXECUTIONS AND DELIVERIES.  From time
         to time at and after Closing, without further consideration, each of
         Gander Mountain and Purchaser agrees to execute and deliver to the
         other all such other and further instruments and documents, and
         affirmatively to cooperate with one another, as may be necessary to
         effectuate fully the transactions contemplated in this Agreement and
         the other documents and instruments referred to herein.

                          c.      AMENDMENTS.  This Agreement may be amended or
         modified only by a written instrument executed by Purchaser and Gander
         Mountain.

                          d.      NOTICES.  Any notice, demand, consent,
         approval, request, statement, document or other communications
         required or permitted to be given to or served upon either party
         hereto pursuant to this Agreement shall be in writing and shall be
         delivered personally (including by private carriers such as Federal
         Express), sent by facsimile transmission or sent by registered or
         certified mail, postage prepaid, addressed to such party as follows:





                                     - 22 -
<PAGE>   32
                          
                          (1)      If to GMI or GMO:
                          
                                   Gander Mountain, Inc.
                                   P.O. Box 128
                                   Highway W
                                   Wilmot, Wisconsin  53192
                                   Attention:  Ralph Freitag
                                   Fax No.:  (414) 862-3588
                          
                                   with a copy to:
                          
                                   Foley & Lardner
                                   777 East Wisconsin Avenue
                                   Milwaukee, Wisconsin  53202
                                   Attention:  Jeffrey H. Lane
                                   Fax No.:  (414) 297-4900
                          
                          (2)      If to Purchaser:
                          
                                   Cabela's Incorporated
                                   812 Thirteenth Avenue
                                   Sidney, Nebraska  69162
                                   Attention:  David A. Roehr
                                   Fax No.:  (308) 254-6969
                          
                                   with a copy to:
                          
                                   Koley, Jessen, Daubman & Rupiper, P.C.
                                   1125 South 103 Street, Suite 800
                                   Omaha, Nebraska  68124
                                   Attention:  Paul C. Jessen
                                   Fax No.:  (402) 390-9005
                          
         All such communications mailed shall be deemed to have been given or
         served three (3) business days after the date of such mailing. All
         such communications delivered personally shall be deemed to have been
         given on the date of delivery.  All such communications given by
         facsimile shall be deemed to have been given on the date the facsimile
         transmission is sent if confirmation of receipt is obtained, including
         confirmation given by the sending facsimile machine.  Either Purchaser
         or Gander Mountain may, upon notice to the other as aforesaid,
         designate a different address or different addresses to which
         communications intended for it are to be sent.

                          e.      ENTIRE AGREEMENT.  This Agreement, the
         documents referred to herein and the letter of even date herewith from
         Gander Mountain to Purchaser contain the entire agreement between the
         parties hereto with respect to the transactions contemplated





                                     - 23 -
<PAGE>   33

         hereby, and no prior agreements, representations or warranties are of
         any force or effect; provided, however, that, except as expressly
         provided for in this Agreement, nothing herein shall affect the
         letter agreement, dated August 24, 1995, between Purchaser and GMI,
         which agreement shall continue in effect in accordance with its terms.

                          f.      EXHIBITS INCORPORATED.  All Exhibits and
         Schedules attached hereto and identified herein are incorporated
         herein by this reference.

                          g.      COUNTERPART EXECUTION.  This Agreement may be
         executed in a number of counterparts and all counterparts executed by
         Purchaser and Gander Mountain shall constitute one and the same
         agreement, and it shall not be necessary for Purchaser and Gander
         Mountain to execute the same counterpart hereof.

                          h.      BREACH; WAIVER.  No waiver of any breach of
         any warranty, representation, covenant or other term or provision of
         this Agreement shall be deemed to be a waiver of any preceding or
         succeeding breach of the same or any other warranty, representation,
         covenant, term or provision.  Any waiver of any condition or covenant
         herein must be in writing signed by the waiving party.

                          i.      ASSIGNMENT.  This Agreement shall be binding
         upon and shall inure to the benefit of the parties hereto and their
         respective successors and assigns.    Gander Mountain shall have the
         right to assign its rights under this Agreement to its bank group as
         collateral security for obligations owed to them or, after the Closing
         Date, to assign this Agreement to a purchaser of substantially all the
         assets of Gander Mountain but no such assignment shall relieve Gander
         Mountain of its liability with respect hereto.  Purchaser shall have
         the right to assign this Agreement to any entity a majority of whose
         equity interest is owned by Purchaser, but no assignment shall relieve
         Purchaser of its obligations hereunder.  No assignment shall entitle
         any assignee to any greater rights hereunder than the assignor was
         entitled to.

                          j.      PUBLICITY.  Except as otherwise required by
         law as advised by counsel, no public announcements (including to
         employees in general) with regard to the transactions contemplated
         hereby shall be made without the mutual agreement of both parties.

                          k.      EXPENSES.  Except as otherwise specifically
         provided herein, each party shall bear all costs and expenses of its
         attorneys, accountants and other advisors and all other costs and
         expenses of such party incident to the transactions contemplated
         hereby.

                          l.      INTERPRETATION.  Article titles and headings
         to sections herein are inserted for convenience of reference only and
         are not intended to be a part of or to affect the meaning or
         interpretation of this Agreement.

                          m.      PARTIAL INVALIDITY.  Wherever possible, each
         provision hereof shall be interpreted in such manner as to be
         effective and valid under applicable law, but in case





                                     - 24 -
<PAGE>   34

         any one or more of the provisions contained herein shall, for any
         reason, be held to be invalid, illegal or unenforceable in any
         respect, such provision shall be ineffective to the extent, but only
         to the extent, of such invalidity, illegality or unenforceability
         without invalidating the remainder of such invalid, illegal or
         unenforceable provision or provisions or any other provisions hereof,
         unless such a construction would be unreasonable.

                          n.      800 NUMBERS.  For such period after the
         Closing Date as ends not more than three months after the date hereof,
         Gander Mountain shall have the right to use (at Gander Mountain's
         expense) the inbound 800 telephone numbers used by the Catalog
         Division for the limited purposes and time specified in the
         Noncompetition Agreement.

                          o.      EMPLOYEES.  Within seven days following the
         date of this Agreement, Gander Mountain agrees to post a worksite
         notice and distribute a memorandum, in form and content reasonably
         satisfactory to Gander Mountain and Purchaser, the substance of which
         shall be to advise employees of the Catalog Division who are not to be
         hired or retained by Gander Mountain that, if such employees are
         interested in employment with Purchaser, they should contact a
         representative of Purchaser to be identified in such notice or
         memorandum.

                          p.      GMI SHAREHOLDER APPROVAL.  Unless a third
         party has obtained a judgment not subject to appeal to the effect that
         approval of GMI's shareholders is required to effect the transactions
         contemplated hereby, Purchaser shall not challenge any failure





                                     - 25 -
<PAGE>   35

         of GMI to obtain such shareholder approval and shall cooperate with
GMI in resisting any challenge by any third party.

                 IN WITNESS WHEREOF, the parties have executed this Agreement
as of the date and year first above written.


GANDER MOUNTAIN, INC.                      CABELA'S INCORPORATED


By: /s/Ralph L. Freitag                         By: /s/David A. Roehr  
    -----------------------------------             ---------------------------


       Title:  Chief Executive Officer          Title: Vice President      
               ------------------------                ------------------------


GMO, INC.


By: /s/Ralph L. Freitag                    
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         Title: Executive Vice President   
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<PAGE>   36


                 The following schedules and exhibits to the foregoing Asset
Purchase Agreement are not being filed in accordance with Item 601(b)(2) of
Regulation S-K of the Securities and Exchange Commission.  Gander Mountain,
Inc. hereby agrees to furnish supplementally a copy of any such schedule or
exhibit to the Commission upon its request.

Schedule 1(a)(3) - Listing of Miscellaneous Assets
Schedule 4(b) - List of Liens
Schedule 4(f) - Certain persons who had access to the Customer List
Bill of Sale
Trademark License Agreement
Noncompetition Agreement
Form of Opinion of Counsel to Gander Mountain, Inc.
Consent and Covenant Not to Sue
Purchaser Noncompetition Agreement
Form of Opinion of Counsel to Cabela's Incorporated
Assumption of AT&T Liabilities



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