Where Route 26 crosses the Maine line and the Androscoggin begins its long run south, there’s a store in Errol, New Hampshire, that has quietly become a destination.

Since 1986, L.L. Cote has drawn hunters, anglers, archers and outdoor families from across New England. But “outdoor outfitter” only begins to describe it. What started as a small sporting goods shop has grown over 40 years into a 50,000-square-foot operation with eight departments on both sides of Main Street — part gun shop, part archery pro shop, part hardware store and part country decor store, with a mini-market and deli in between. Locals shop for daily necessities, home furnishings, clothing and lumber. Visitors stop at the full-service gas station and market for lunch or ice cream. 

There’s enough happening at L.L. Cote that some online reviewers have joked about living there. But despite its scale, L.L. Cote remains unmistakably family-run.

Built by family, run by family

The “L.L.” in L.L. Cote stands for Louise and Luc Cote, the couple who grew the sporting goods business out of an oil company Luc started with his mother, Pauline.

Today, the store is owned by two of their children, Shawn and Kristina Cote. Luc and Louise remain vice president and president and still work at the store most days.

Shawn remembers working there as early as age 4.

“I was usually sweeping and dusting,” he said. “Small stocking things. Couldn’t lift much, you know?”

After navigating the retail turbulence of the COVID-19 era, Shawn and Kristina have refocused on customer service.

“We’re investing in our people and building our team back up,” Shawn said.

He credits roughly 50 employees across departments with creating the in-store experience that continues to draw customers from Maine, Vermont and beyond, offering friendly service, equipment expertise and local insight.

That emphasis has long set L.L. Cote apart from big-box competitors: the time, knowledge and relationships that come from hands-on experience.

More than an outfitter

L.L. Cote serves as a regional hub for hunting, fishing and archery. The store carries one of the largest selections of firearms in New England, with more than 5,000 in stock, allowing customers to compare options with help from experienced staff. The company also holds a Maine federal firearms license and operates in nearby Upton to facilitate transfers.

The archery department draws both hunters and target shooters from miles around, while the freshwater fishing department is anchored by the legacy of Percy Tackle, founded in 1888. When the Cotes acquired Percy Tackle, they became only the third family to own the company.

Customers will also find camping gear, ATVs, kayaks, apparel and footwear.

But the store’s reach extends well beyond gear, and beyond its “Toys for Big Boys and Girls” slogan. An Amish furniture and country decor shop has become a draw for homeowners. The hardware store and lumber yard serve local residents in this town of about 300. And the convenience store — complete with deli and liquor license — makes it easy to grab lunch or stock up before heading deeper into the woods.

40 years in, still growing

Whether visitors are longtime customers or first-time shoppers, Shawn said he’s ready to welcome them.

“We’ve got a really good team right now,” he said.

So whether you’re heading into the White Mountains this summer, traveling north for turkey season, gearing up for fall, or simply looking for a place that still feels like a true outfitter (and maybe a slice of pizza and a full tank) it’s time to put L.L. Cote on your map.