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three things together hopefully create a place people want to shop. We have recently highly invested in remodels of both our locations. We haven't spared any expense or taken shortcuts on what our vision of retail is. We have taken inspiration from our favorite peers in the industry, especially Gordon Seabury and Ponch Membreno at Toad&Co. Instead of accepting the typical branded racks from our suppliers, we have spent many hours finding antiques and discarded large items that could be customized into retail racks and displays. It has actually become a hobby of ours. Like taking half the cab of a 1920s rusted out truck and making it into a shelf display. It is rewarding and fun to see the finished product." What are the main categories you carry? And what are some of your top and hottest brands at the moment? "Our main categories are clothing and footwear. Our top selling brands are common to most shops in the industry. Kuhl, Toad&Co, prAna, Mammut, Sorel, Chaco. However, we are quick to take a risk on new and less distributed brands. We love Howler Brothers, Forsake, Cotopaxi among others. We also have found great success in fashion brands like Gentle Fawn and Free People. Our surf brands have also been solid performers in the summer months. We are proud that our selection often changes because of the risks we are willing to take on products outside of our comfort zone." How do you decide which brands and products to carry, or which new brands to bring in? "We have always believed that your gut feeling is the best guide in buying. Even more than reporting on historical data. Things change and you have to change with them. If it doesn't 'feel' right, it probably won't sell. Trade shows are highly important. We emphasize shopping shows as much or more than just appointments. We often travel to shows outside the outdoor industry because we may find uniqueness and creativity elsewhere. We will buy anything we think is unique, fun and different. We are willing to take risks and have fun with it. We are not focused too much on the numbers." What do you see as the top opportunities and challenges right now for specialty retailers? "I think the opportunity is to be the best in customer service, store décor and product selection. Hopefully it will set us apart from homogenous retail and set us up to be successful in a challenging era of brick-and-mortar retail. The challenges are the same for all of my retail peers: How to navigate in the world of online retail. We truly believe humans will always have a need for experience that is impossible online. We are trying our hardest to create an experience that is desirable for our customers." What is your favorite thing about being an outdoor retailer? "Easy! The passion and energy of everyone in the outdoor industry is contagious. Life is first, work is second. It's evident in everyone we are proud to have developed relationships with over the years. We can thank many of them for their guidance, excitement and forever friendships that make our career fun." l Grassroots Perspectives is an editorial series in Outdoor Insight where we share Grassroots Outdoor Alliance retail members' stories, challenges and inspirations. The Toggery is a family business with more than 50 years of retail history in Montana. May 2019 • Outdoor Insight • 41 outdoorinsightmag.com