Update: Monday, Jan. 3 at 5:50 p.m.:
The ATF, along with the State Fire Marshal and the Jefferson City Fire Department are all involved in the investigation.
Jefferson City TMs fire department called in the state and federal authorities to help because of the high-dollar losses from the fire.
A spokesperson for the fire department is not calling the fire suspicious and says the owners have been cooperative with the investigation.
The business closed its doors on Christmas Eve citing tough times.
Updated: Jan. 2 at 3:50 p.m.
Jefferson City Fire Department spokesman Jason Turner told KRCG the fire is under investigation and crews are still at the scene.
The Jefferson City Police Department and the Missouri Fire Marshall are investigating the blaze.
Turner said no one was injured and crews contained the fire to two rooms inside Everharts Outdoors building.
Jefferson City firefighters are on the scene of a fire at Everharts Outdoors, a local sporting goods store. KRCG talked to the woman who called in the fire. She said she was driving with her three kids in the car and they saw a massive amount of smoke coming from the building and called 911. Crews got to the fire just before 8 p.m. We'll have more information at 10 p.m.