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Sergei Shushunov is an avid outdoorsman who traveld to most of the continents in search of hunting and fishing adventures, including many parts of Russia and surrounding countries. During his travel he has met many Russian hunters and fishermen and learned what kind of hunting and fishing equipment they used. He realised that there was a market for good quality US manufactured hunting, fishing, camping and mountaineering equipment in Russia as well as in other countries with large number of russian speking people and decided to open online store to meet this demand. Sergei Shushunov opened first store in 2007 and called it Best4hunting.com. As he expanded lines of products he offered he realised the store's name was not covering everything offered and changed the name to Sportmegashop.com.