Outdoor Retailer - Summer 2017 - 46

Feature .02
WHAT MAKES YOUR SHOP UNIQUE?WHAT BRINGS PEOPLE
HERE RATHER THAN ONLINE OR TO A BIG BOX?
Our individuality. Our staff is comprised of passionate
and active outdoor lovers, from sponsored athletes to new
enthusiasts, and they all take the time to know the gear
and use it actively, giving credibility and depth to our customer interactions. We stress education over selling and
seek to connect with our customers on what they love, as
opposed to what we're selling.

Marc Sherman
▼

Current Title: Visionary
Store Name: Outdoor Gear Exchange
Location: Burlington, Vermont
Founded: 1995

HEATING UP
Marc Sherman (above)
is always willing to talk
shop. The round table
(below) was more than
interviews. It was a
frank discussion about
how these retailers got
here and where the
industry is headed.

WHAT WAS THE GENESIS OF YOUR SHOP?
I was camping with friends, and I realized that while some of
us had extra gear, others didn't have any. We couldn't afford
to buy any new gear. Based on the success of The Wilderness
Exchange in Oakland, California, we percolated over the idea
of a used/consignment shop for a year before we decided to
give it a shot. Starting out, we sold used gear with some closeout equipment and clothing. We were primarily focused on
backpacking and hiking. Over time we added in-line accessories and then, over two decades and several moves (increasing our retail footprint from 800 square feet to 21,000 square
feet), we added climbing, paddling, biking, skiing, and snowboarding to the activities we support. We continue still to add
depth and value to our offerings. Consignment still makes up
about 10 percent of our in-store business.

WHAT POSSIBILITIES DO YOU SEE FOR POSITIVE GROWTH
MOVING FORWARD?
As we continue to grow, we are engaged in ongoing finetuning of the brands and products we carry. We continue
to increase our community involvement, starting with the
creation of a full-time events coordinator position, which is
also going to be responsible for coordinating our charitable
giving in the community. By continuing to expand our local
influence, we expect to be able to grow our customer base
locally and see it fan out throughout the nation.
WHAT WAS THE BEST ADVICE YOU GOT ALONG THE WAY?
Another Burlington business, well known for its delicious
ice cream, once said, "If it's not fun, why do it?" We stick
to that and try to promote the idea that we are all living
the dream.
WHATWISDOM WOULD YOU IMPART ON SOMEONE OPENING A SPECIALTY OUTDOOR RETAIL SHOP TODAY?
Location is important, and yes, customers are ultimately the reason we exist, but, short of being part of every
transaction, your staff is the most important piece of your
business.

Jimmy Funkhouser
▼

Current Title: Owner
Store Name: Feral Mountain Co.
Location: Denver, Colorado
Founded: 2016

WHAT WAS THE GENESIS OF YOUR SHOP?
It was the coalescence of two important things: my personal
love for adventure and a lifelong desire to protect our mountains. I've been a mountain junkie and passionate environmentalist for most of my life. I've always been the guy who
dragged everyone out to the trail and up the mountain. I
love to create adventure for people, and that has become
Feral's mission. From a conservation standpoint, I studied
sustainability and environmental management in graduate school. After I graduated, I was really struggling to find

46 OUTDOOR RETAILER

/ Summer 2017

Outdoor Retailer - Summer 2017

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2017