I believe you may be thinking of Best Products, which may have started as a membership store like G.E.M. I bought a Sako .223 at the one in Rockville, MD, as well as a Swift 7x50 bino that still gets used (but not carried!) a lot. Still have a SS Breitling watch that they sold me that needs serious refurb.
The owner of a small gun shop once complained that Best sold .22 ammo for less than he paid his jobber for the same stuff.
