Ed Camelli and Brian Havertine set out to open 鈥渢he next L.L. Bean鈥� back in 1983 in Delaware. The store was originally named Country Classics, selling hunting and fishing gear, and becoming a destination for those who wanted to buy anything duck related. Seriously, anything. From ties to barware to shirts, if they could put a duck on it, they would.

The pair worked hard and was passionate, but at the time, lacked direction. They had business degrees, but no retail experience and a shoe string budget. At a hunting industry trade show, the two young men overheard someone saying how they couldn鈥檛 even tell what kind of store Country Classics was. From then on, they gained focus, took off into the outdoor apparel world, and moved their store to nearby Glen Mills, Pennsylvania. The store was renamed聽Trail Creek Outfitters.

They made a conscious decision, at the time, not to sell hard goods. 鈥淲e just wanted to focus on outdoor clothing,鈥� Camelli said. 鈥淧eople need clothing more than backpacks and tents, so let鈥檚 be the best place for that.鈥� But five years ago, they have introduced those categories.

Giving Brands and Employees a Place to Shine

On the store鈥檚 website is an entire page dedicated to sharing their brands鈥� messages and feel-good stories. For example, it shares how Mountain Hardwear聽is committed to exploring innovative ways of running a sustainable business, along with sharing positive reviews from employees.

The inspiration for this is to give customers a sense of discovery by telling a story. 鈥淭here鈥檚 nothing in this store that you can鈥檛 buy from your couch on your cell phone, so we need to be different,鈥� Camelli said. 鈥淧art of that is curating our selection in ways that delight people when they come in.鈥�

Other nods go to brands that are both seasoned vets and newbies鈥擯atagonia, The North Face,聽prAna, Osprey, United By Blue, along with IO, Altra, and Purnell.

But it鈥檚 not just the brands that get the spotlight. 鈥淵ou can have the best products. You can have all the events. If you don鈥檛 have great people behind the scenes and in front of customers, nothing else matters,鈥� Camelli said.

Camelli said they invest in their employees with a daily 15-minute meeting to go over all the happenings. At the end, an employee picks a product or brand to share with the team. He says this is how they strengthen product knowledge and selling techniques.

The 25 employees enjoy a family atmosphere, employee discounts, profit sharing, and most importantly, a place to flourish and expand. 鈥淲e try to involve people in the business and let them find their niche,鈥� Camelli said. For example, they have an employee who does merchandising but is also a talented graphic designer. She now designs T-shirts and stickers for the store.

Rewarding Customers

Whenever a customer goes on a neat adventure鈥攕uch as a team summiting Kilimanjaro or a nine-year-old taking one million steps for a good cause鈥擳rail Creek Outfitters adds it to the blog. They especially love to share photos of customers wearing the store’s apparel.

To treat loyal customers, Trail Creek Outfitters offers a rewards program. Shoppers earn one point for every dollar spent and they receive $10 off their next purchase once they reach 250 points. Plus, they earn 50 points just for signing up.

鈥淲e have some wonderfully loyal customers,” Camelli said. “We know we have a lot of competition out there, and we want to give them a reason to come back.”

Camelli said the program was started about a year and a half ago, and at least 30 to 50 percent of his customers are signed up. At every transaction, employees ask if they want to sign up. It doesn鈥檛 cost anything, customers don鈥檛 need to carry any cards, and all they need to do to receive points is to say their last name upon checking out.

Taking Giving Back to the Next Level

With grant money from Patagonia, The North Face, and prAna,聽among other brands, the store has collected more than $12,000 for this month’s Brands that Give Back money pool. When a customer buys a qualifying item from the brands, they receive a token. That token turns into their 鈥渢icket鈥� to vote for one of three nonprofits. At the end of the month, whoever gets the most votes get the largest portion of the money, the second gets the second largest amount, and third the least, but still something.

The store鈥檚 second location in Kennett Square, Pennsylvania, holds a 1 percent for Kennett fundraiser year-round,聽in which the store donates one percent of every purchase to local causes, such as the food pantry.

Additionally, the five-run Trail Run Series has raised $37,000 this year for local causes including nature education, open space projects, college scholarships, and more, with the help of sponsorships to defray costs, so entries mostly go directly to the charity.

There鈥檚 no doubt that Trail Creek will continue to make an impact on the community鈥攂y supplying high-quality outdoor apparel and more importantly, bringing people together to fuel outdoor causes.

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Ozark Outdoor Supply opened its doors in 1972 with the most organic of intentions. 鈥淪ome hippies had a vision that Arkansas needed an outdoor gear store,鈥� said owner Jim Frank.

In the beginning, the store never really had any significant direction or management, Frank said. But after the tumultuous start, the Frank family acquired the store in 1986 and vowed to turn things around.

Walking into Little Rock鈥檚 Ozark Outdoor Supply feels like home鈥攎ostly because it is one. The store is a former house, built in the early 1900s, where the founder of the store once lived. In 2005, Frank built a two-story addition onto the back of the store.

When some stores are riding high, it鈥檚 often a natural progression to expand and open a second or even third location. But Frank will be sticking to one. Running business out of an old house and sticking to his roots isn鈥檛 the only way Frank opts to keep things traditional.

Procrastinators Make the Best Customers

Instead of investing money into e-commerce and becoming another face in the internet crowd, Frank feels it鈥檚 more important, in his case, to put his efforts into creating the best possible experience inside the store.

Items are listed online, but there’s no option for customers to place it in their virtual shopping basket. Each item indicates it’s either in stock or out of stock, luring customers in for a more personal shopping experience.

鈥淎ll I know is kill 鈥榚m with customer service and try to be better at that game than the guy across town and the internet,鈥� he said. 鈥淟isten to them, have what they want, keep inventory stable enough, and try not to give them a reason to shop online.鈥�

Something online shopping can never replace is his ability to supply those spontaneous adventures, last-minute plan changes, and the forgotten gear.

鈥淲hat we鈥檙e seeing is the consumer has always procrastinated,鈥� Frank said, laughing. 鈥淭hat鈥檚 not going to change. When you need something as you鈥檙e packing up before you leave town, Amazon can鈥檛 get you something by nine in the morning.鈥�

One review on Facebook is evidence: “My聽daughter and I came in today for last minute ski supplies. [One employee] was so patient and so helpful and brought ski pants and bibs one after the other to us. Great experience!”

Another review read, “New to hiking in the Ozarks, and will always make a pit stop here before and after any trip.”

As all retailers know, the hands-on-experience of shopping in stores is one of the biggest advantages over shopping online. In addition to selling products on the sales floor, the store has a boat showing area and offers private boat demos to customers in the market to buy.

鈥淵ou can read online reviews all day long, but you鈥檙e not going to get that expertise you鈥檒l find in our staff,” Frank said.

The Outdoorsy Side of Arkansas Is No Secret

Ozark Outdoor鈥檚 website boasts that it鈥檚 鈥淎rkansas鈥� oldest and most experienced outdoor outfitter.鈥� You鈥檒l find a plethora of information and stats on why it鈥檚 so important for Arkansas residents to shop local. Did you know that 68 percent of money spent at local stores makes its way back to the community?

If you click the button 鈥淓xplore Arkansas鈥� in the middle of the site鈥檚 homepage, there鈥檚 a curated list of hot spots and customers’ favorite destinations for climbing, canoeing and kayaking, hiking and camping, and skiing. And Frank likes to share events and news of Arkansas State Parks.

鈥淲e try to promote as much as we can to get people outside,鈥� he said.

According to Outdoor Industry Association, Arkansas’ outdoor recreation economy generates $9.7 billion in consumer spending, $2.5 billion in wages and salaries, and 96,000 direct jobs.

For those looking to visit Arkansas, Frank says winter is a nice time to enjoy the outdoors because the bugs and poison ivy are gone. Regardless of if you鈥檙e an out-of-state customer or a local, there鈥檚 no doubt that when you forget your hiking socks or the pack you ordered doesn鈥檛 fit right, Frank will be there ready to help.

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Whenever Outdoor Retailer rolls around, it puts tons of outdoor brands on our radar. We find the latest products and hottest trends. But it鈥檚 also a time to be inspired by the companies that are doing fantastic things. Check out these five brands doing good across the globe.

LifeStraw

LifeStraw launched in 2005 and was designed for people in developing countries who don鈥檛 have access to safe, clean water and for those dealing with natural disasters when the water is contaminated. The 鈥渟traw鈥� removes nearly all microbiological contaminants that make water unsafe to drink. LifeStraw鈥檚 Give Back program vows that for every LifeStraw purchased, a child in need receives safe water for an entire school year. So far, 1,015,652 students have been given clean water.

GoLite

GoLite is teaming up with the leading international relief organizations to manufacture medical uniforms and to start micro-enterprise programs that are empowering local communities around the world. While GoLite doesn鈥檛 officially launch until 2019, the brand has donated 12,000 uniforms to Medical Teams International health workers who are helping hundreds of thousands of refugees in Uganda.

United By Blue

Since opening in 2010, United By Blue has removed 1,046,530 pounds from oceans on the entire planet. For every product sold from their collaboration line with conservation group Lonely Whale, United by Blue will remove one pound of trash from the world鈥檚 waterways and oceans. In lieu of Black Friday, the company launched 鈥淏lue Friday鈥� in 2016 to encourage individuals to take one hour of their day to clean up neighborhoods or local parks. This summer, United by Blue is also embarking on a 鈥淏luemovement Road Trip鈥� where they鈥檒l host 21 cleanups with retail partners and volunteers.

MSR

MSR just launched the MSR聽Impact Project, which aims to accelerate the global health work they鈥檙e doing, including provide access to safe water for countries without it. Since 2015, MSR technologies have made safe water possible for more than 500,000 people. The company also hosts MSR 国产吃瓜黑料s for Impact for those wanting to take a trip to experience adventure while also devoting time in local communities to providing long-term solutions for water.

Biolite

BioLite creates affordable and durable items designed to cook, charge electronics, and light off-grid households by utilizing surrounding energy. The company works with partners across Africa and India to distribute clean energy products. To date, they have impacted almost 300,000 people worldwide. The BioLite BaseCamp generates electricity from fire, reduces smoke by 90 percent, and uses 50 percent less wood. The BioLite聽SolarHome 620聽generates electricity from the sun.

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Summers are shorter in , but that just means residents pack in the action while they can, said owner Mike聽Hajdukovich.

鈥淎s soon as the snow starts melting, we play all day,鈥� Hajdukovich said. 鈥淲e go crazy. It鈥檚 summertime. It鈥檚 time to play. Alaskans are water junkies on the lake.鈥�

The native Alaskan and yogi opened Trax in Fairbanks in 2014 and after much success, he opened a second location 300 miles south in Anchorage in February 2018. In winter, the store is a hot spot for cross-country and downhill skiers, whereas in summer, customers flock for the paddleboards, hiking gear, and boats.

Mindfulness for Sale

Behind a door inside Trax is a full yoga studio. Fifteen certified teachers lead sessions every day for all ages and skill levels, including hot yoga in a 90-degree room, vinyasa power hour, candlelight yoga, and paddle board yoga when weather permits.

According to Hajdukovich, outdoor athletes should fit yoga into their workout schedules if they don鈥檛 already. 鈥淚鈥檓 always trying to convince the skiers and other outdoor athletes to try yoga,鈥� Hajdukovich said. 鈥淧racticing yoga helps improve the performance in their sport. It鈥檚 going to help flexibility, strength, and balance.鈥�

The yoga experience doesn鈥檛 just end with classes, clothing, and gear for purchase. The store offers a 200-hour vinyasa teacher training certification course. Anyone who completes the training is automatically added to the store鈥檚 substitute teaching list, and many are hired as regular instructors.

As much as Hajdukovich loves the athletic benefits of yoga, he is an advocate of the mental and emotional benefits. He said, 鈥淵oga is a time you can check in with yourself and breathe鈥攌now that everything is going to be all right.鈥�

Hajbukoch practices and teaches yoga daily, which he says centers him and creates inner peace. But that doesn鈥檛 stop the shop owner from enjoying high-energy, intense adventure sports, such as skiing in the winter and water sports in the summer.

Art in the Great Outdoors

On the first Friday of every month, Trax turns into a makeshift art gallery, displaying work from photographers, painters, potters, and others. Local artist Arya Zale has exhibited twice at the store, and felt rewarded by the refreshing venue and by the active patrons.

鈥淪howing art in an outdoor space makes so much sense to me,鈥� Zale said. 鈥淎s is the case with many artists, my art is an interpretation of the outside world, derived from and inspired by nature.鈥�

Varying from a traditional gallery allowed the experience to be more relaxed and provided a real opportunity to engage with the audience, Zale said. Her usual audience grew to include those who perhaps weren鈥檛 involved in the art scene before, but were simply Trax customers and yoga students.

鈥淚 think having art in an outdoor store links together two integral parts of life in Alaska, at least, for me, as an artist鈥攖he vast and inspiring outdoors, and how we enjoy and express ourselves in it, which is an art, no matter how you do it,鈥� Zale said.

Hajdukovich聽tries to make the store appealing to everyone. All of the events鈥攔aces, pizza parties and ice cream socials, holiday bazaars鈥攁re family-friendly. And since gear isn鈥檛 always cheap, the store has payment options so everyone can experience the state鈥檚 beautiful outdoors. Customers have an option of trading in old equipment for new gear, browsing more affordable gently used gear, or even opting for a payment plan.

Whether it鈥檚 yoga, a party, or a good sale, Hajdukovich鈥檚 end goal at the family-run store is to inspire people to appreciate the state鈥檚 outdoor landscape. 鈥淲e are all about trying to inspire people to get outside and play here in Alaska,鈥� he said.

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The inspiration behind聽Shoes & Brews began in an all too common scene, especially in Colorado. A trio of friends at Colorado State University in Fort Collins,聽during one of their regular Saturday runs to local breweries,聽discussed starting a running shop with a taproom attached. One year later, in 2014, Ashlee Anderson, her husband Colin Anderson, and their good friend Dave Zakavec, along with two other family members, opened Shoes & Brews near downtown Longmont, Colorado.

If you don鈥檛 gaze past the large glass windows toward the back of the shop, Shoes & Brews looks like your typical running store. One wall is lined with colorful footwear, one wall is designated for Gait analysis, and in between, there鈥檚 a sea of apparel, hydration packs, energy gels, socks, sunglasses, and hats.

But make your way inside, and you鈥檒l find a bustling taproom with more than 20 refreshing beers waiting for you. Some of those are even brewed in-house by Anderson鈥檚 dad and longtime home-brewer, Roger Anderson.

Pairing running with beer isn鈥檛 a new concept. In fact, the two social activities often fit seamlessly together as a culture, especially in Colorado. But a running store actually brewing their own beer is a first.

鈥淵ou鈥檝e got to be a pretty unique person to be able to serve beer and have conversations, but also be able to properly fit someone for a shoe and give advice on gear,鈥� Ashlee Anderson said.

Beer Isn鈥檛 an Afterthought

When the doors first opened in July 2014, the team thought that the store would be the anchor of the business, and that customers would come for the gear and stay for a beer. But Ashlee Anderson said it’s the reverse: 鈥淏rews very much has its own customer.鈥� She added that people who come for the beer are often inspired to start running.

As far as breweries go, it’s a small, one-barrel system. Yet the team still manages to average three house beers on tap at a time. Most recently, they were serving Sweet Heart Wheat Tart, a German-style wheat beer; Negative Split IPA, brewed with Galaxy hops; and My Morning Jacketed Fermenter, a bit of a winter warmer.

鈥淲e want to have many different beer styles,鈥� said Ashlee Anderson. 鈥淓ven if we don鈥檛 have the exact type someone is looking for, we want to be able to suggest something similar.鈥�

Brews are generally kept lower in alcohol鈥攗nder ten percent鈥攕o people can safely enjoy a few beers after a run with the rest of the community. Customers can order a brew and stroll around the store. All shoe purchases even come with a free pint. The beer bleeds into the front of the store with plenty of beer-themed apparel options, such as t-shirts and running shorts with the state flag.

Building a Running Community

While Fridays and Saturdays are usually the buzz-worthy nights at breweries, Thursdays bring out the biggest crowd at聽Shoes & Brews because it’s聽community run night. Runners of all levels meet at the brewery for a dog- and kid-friendly run and return for a half-priced beer.

鈥淭here鈥檚 something motivating to people to know there is this big group here running every week,” Ashlee Anderson said. “And hey, there鈥檚 beer afterwards.鈥� If that isn鈥檛 enough encouragement, attendance to every run is noted, and people win free swag, including free pints, t-shirts, or race entries.

The store also hosts an 800m Challenge, where runners clock their time and end up on a giant chalkboard in the brewery. Whatever their time is what they pay for beer the entire day of the challenge, and it’s also what they pay for their first beer for the rest of the year. The current reigning time and beer price is $2.08.

For larger races, Shoes & Brews partners with Left Hand Brewing, also in Longmont. Races end at the store with plenty of beer, food, vendors, and live music.

Keeping It Local

Whether it鈥檚 on the 鈥渟hoes鈥� side or the 鈥渂rews鈥� side, it鈥檚 all about the love for Colorado and supporting local businesses. For gear, Adventurist Backpack Co., Native Eyewear, Newton Running Shoes, Honey Stinger, Skratch Labs, and Boulder Salt are just a handful of the local brands Velez chooses to have in the store.

All but one of the 20 plus taps on the 鈥渂rews鈥� side are local from Colorado. They attempt to focus on small breweries, such as City Star Brewing out of Berthoud or Lumpy Ridge out of Estes Park.

The outlier beer? Each month, a member of the brewery鈥檚 mug club聽gets to pick a brew to have on tap, and as long as it can be attained, it鈥檒l be available at the brewery. This month it鈥檚 a beer from Lagunitas out of California.

Besides looking for the best local brands, Ashlee Anderson said she likes to keep a good balance between a runner鈥檚 needs and things that are unexpected, like caffeinated gum to use on runs for an energy boost, or apparel with pockets hidden in the sleeve or with a spot to hold a water bottle.

The best part about this unique locale is that whether or not someone is a runner or beer drinker, the welcoming, friendly vibe won鈥檛 intimidate newcomers to either sport.

鈥淭here鈥檚 something about beer that connects people,鈥� said Ashlee Anderson.

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Icebreaker announced today that it has been acquired by VF Corporation. The U.S.-based company owns many big name brands, including SmartWool, Vans, The North Face, and Timberland. The terms of the deal were not disclosed.

Founder Jeremy Moon said the inspiration for starting Icebreaker in New Zealand 22 years ago was to offer a natural choice to adventurers, and to ultimately build a global brand.

With the might of VF behind it, he’s one step closer to doing just that.

鈥淥ur partnership with VF provides us with the largest platform in the world to tell our story, access new markets, and reach new consumers at an accelerated pace. This is a once in a lifetime opportunity for our global Icebreaker team and for our New Zealand wool suppliers to introduce a whole new universe of consumers to the benefits of sustainably farmed, ethically sourced, New Zealand Merino wool,鈥� Moon said.

Currently, Icebreaker is sold in 47 countries, producing more than four million articles of clothing every year, with headquarters across four continents.

Chairman of Icebreaker, Rob Fyfe, said this big move will give Icebreaker a chance to benefit from being a part of VF鈥檚 globally recognized brands. He said the company will benefit from VF鈥檚 experience and consumer insights.

鈥淛eremy鈥檚 goal, was to build a global community that believed in his vision that nature held the answers to creating sustainable high-performance outdoor clothing,鈥� Fyfe said. 鈥淭oday the Merino apparel category, that Jeremy created, is a fast-growing category in both the outdoor and active urban clothing markets around the globe. Icebreaker continues to lead the category with global sales growing 12 percent to NZ$223 million this year.鈥�

Steve Rendle, chairman, president, and chief executive officer of VF said bringing the Icebreaker brand into the VF portfolio is a special opportunity. 鈥淚ts natural fiber focus is an ideal complement to our SmartWool brand, which also features Merino in its clothing and accessories,鈥� Rendle explained.

鈥淭ogether, the SmartWool and Icebreaker brands create an advantaged position for VF as a leader in the growing and underpenetrated natural fiber category. We will have unmatched capabilities that will strengthen our ability to create innovative and sustainable natural fiber products across our brand portfolio, especially in VF鈥檚 Outdoor and Workwear brands.鈥�

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Frugal Backpacker opened its doors in 2002 in Asheville, North Carolina with the hopes of making outdoor gear more affordable.

鈥淲e think the outdoors is for everyone,鈥� said Chris Bubenik, marketing manager. He says having such low prices draws people in who otherwise may not have given outdoor activities a try.

Diamond Brand Outdoors, another Asheville store with two locations all operating under the same ownership as Frugal Backpacker.

鈥淚t was awesome to see the evolution of these two brands apart,鈥� said Bubenik. 鈥淚t鈥檚 no longer just the clearing out of last season鈥檚 stuff.鈥�

So how does this outlet store keep prices low? They buy聽from outdoor brands and sell them to customers at least 20 percent and up to 75 percent off the suggested retail price. They聽attribute this to the long-standing relationship they鈥檝e built with brands over decades of doing business together. Patagonia, Merrell, Columbia, Arc鈥檛eryx, Woolrich, Mountain Hardwear, Kelty, Deuter, and Salomon are just some of the brands you鈥檒l find on shelves.

They also purchase closeout inventory and feature lower price point brands, such as Columbia and North River.

The prices often attract聽a younger, more budget conscious customer which is ideal since the town is home to several colleges. To bring in the students, the store has a 鈥渃ollege day鈥� at the start of every semester where students get an additional 30 percent off with a current ID.

It was actually being the typical short-on-funds college student that brought Bubenik to Frugal Backpacker during his time as a student at the University of North Carolina Asheville. 鈥淚 remember being in college, walking into other outdoor stores, and feeling beat down because there鈥檇 be no way I鈥檇 be able to afford it.鈥� But then he walked into Frugal Backpacker and found a bright yellow $500 Patagonia Gore-Tex Rain Shell on sale for $80. From then on, Frugal Backpacker was his go-to for outdoor gear.

Frugal Backpacker Deals

On August 28, in honor of having an 828 area code, these locally made Alpaca socks sold for only $8.28 each.

Customers can expect to save at least 20 percent off MSRP.

Osprey, Patagonia, and Deuter are just a few of the packs customers can be fitted for and expect to pay a fraction of the MSRP.

Customers can find gear for water sports, including this boat, to explore Asheville’s rivers.

Sales, like these boots for 50 percent off, are highlighted on Frugal Backpacker鈥檚 social media pages and in the newsletter.

Although an outlet store with revolving inventory, Frugal Backpacker merchandise is kept neat and organized as seen here.

A satisfied customer purchases a tent at Frugal Backpacker.

More Than Just Low Prices

Besides giving customers聽a one-of-a-kind shopping experience.

鈥淚t鈥檚 a different store every time you come in,鈥� Bubenik said, referring to the rapidly changing inventory and all the one-off products (hidden gems in only one size or color). 鈥淐ustomers like the thrill of the hunt. People feel like they鈥檙e finding something that no one else has.鈥�

This unique model also impacts how they market the business. Because inventory changes, they can鈥檛 feature specific products on the website. Instead, they rely heavily on Facebook, Instagram, and their e-mail newsletters, which have an impressive, according to Bubenik. They use these outlets to let people know when a sample set has arrived or to advertise store discounts.

Facebook is also where they promote their free classes. How to use a map and compass, trail safety and first aid, women鈥檚 backpacking basics, and camp cooking are just a handful of Frugal Backpacker courses, all designed to help people feel more comfortable on the trail.

Uniquely Asheville

The beautiful city of Asheville has an evident influence on Frugal Backpacker.

鈥淥ur customers are our North Star鈥攚hat organizations we support, what we have in our store, and everything else,鈥� Bubenik explained.

Frugal Backpacker supports the community by holding adoption days for Asheville animal shelters, donating a portion of sales to local environmental nonprofits, and holding winter coat drives. (As a bonus, any customer who donates a coat gets 20 percent off another item.)

They also sponsor an outdoor hound hiking club with Brother Wolf Animal Rescue where volunteers take rescue dogs on hikes to help socialize the animals and raise awareness.

鈥淲e talk the talk about being local, but if we鈥檙e not giving back to the places that make Asheville so awesome, we鈥檙e not putting our money where our mouth is.鈥�

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