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This place goes back to the 1960s or before. I found a few mentions of their baseball team in the newspaper archives. The name was mentioned until the mid 1990s. Today the building houses All Heart Athletics.
From the postcard:
Hunting Gear - Fishing Tackle - Live Bait - Camping Equipment - Canoes - Tents - Sporting Goods - Archery - Free Range - Guns - Ammunition - Moccasins - Indian Jewelry - Squaw Dresses - Wester Apparel - Boots - Hats - Spurs - Saddles - Everything for the Out of Doors. “A bit of the North in the Southrn part of Michigan.