Looks like a big box store. Giant area with lots of fake florescent lighting. Most employees seem to know what they are talking about when it comes to craft. If nothing else, they can tell you what sells the best. Decent selection. Picked up some Wychwood King Goblin, Redhook Treblehook (early 2009 vintage) and Clown Shoes Tramp Stamp. Decent prices overall. I like this store and will definitely be back next time I head to Rockford.