I had never heard of it either until they opened one near me. At first there was very little on the shelves but chickenfeed, pet food and a gun counter but each week it got better as their sales improved, now they have everything from tractor batteries and plumbing supplies, to clothes and groceries, except a meat counter and produce section.
Ours also hosts a farmer’s market every weekend which is great if you like crafts, BBQ and Amish cheese, but it is too packed then for my tastes. What amazed me was how quickly the store went from nothing to everything.