Mountain Hardwear opened its first North American brick-and-mortar retail store on November 5 on Park City's historic Main Street. The 1,600-square-foot location, developed in partnership with locally owned Aloha Ski and Snowboard Rentals, offers the brand's most comprehensive in-store product assortment in North America alongside full-service ski and snowboard rentals.
Comprehensive Product Selection
The new location at 580 Main St., Suite 8, features a seasonally curated selection of Mountain Hardwear products designed for snow, trail, climb, and alpine activities. For the fall/winter 2026-27 season, the store is highlighting several specific collections, including the Stretchdown Series for technical warmth, the Warp Factor snowsports collection inspired by Mountain Hardwear athletes for freeride terrain, and the Hardwear Supply sportswear collection designed for everyday wear.
A Community Gathering Place
Mountain Hardwear, a subsidiary of Columbia Sportswear Company, designed the store to serve as a community hub for outdoor enthusiasts. Peter Rauch, president of Mountain Hardwear, said the store is intended to be more than a retail space, envisioning it as a gathering place for climbers, mountaineers, hikers, skiers, snowboarders, and the next generation of mountain athletes. Rauch stated the location embodies the brand's "wild, wise, gritty, and optimistic spirit."
Strategic Local Partnership
The retail experience is bolstered by a partnership with Aloha Ski and Snowboard Rentals, which has operated in Park City since 1999. Greg Ottoson, president of Utah operations at Aloha Ski and Snowboard Rentals, said the partnership felt like a natural fit due to a shared vision for the customer experience. Ottoson noted that combining a Mountain Hardwear concept store with a full-service rental shop creates a distinctive experience by bringing together technical products, local expertise, and convenient mountain access.
Integrated Rental Services
In addition to technical apparel and equipment, the store provides ski and snowboard rentals through Aloha Sports. The location also stocks complementary accessories, such as goggles, helmets, and sunglasses, intended to serve as a basecamp for customers preparing to head to the mountains. Matt Burbach, vice president of marketing at Mountain Hardwear, noted that the brand has a strong connection to the region through several Mountain Hardwear athletes based in the area. Burbach said the year-round access to the mountains allows the brand to offer its full assortment of snow, climb, alpine, and trail products to the Park City consumer.
Upcoming Grand Opening Event
Mountain Hardwear is scheduled to host a grand opening celebration on Dec. 3, 2026, called the First Chair event. The event, which begins at 6 p.m., is open to the public and will feature food, drinks, snowsports films, and prizes to build excitement for the upcoming snow season. The store is open daily from 10 a.m. to 6 p.m.
