Outdoor Insight

RETAIL have actually given away more than we have made, and we are happy with that. Being in business must be profitable, but profit can't be the only goal — sharing and caring for the communities we live in is essential." Five full-time employees and four part-timers run the 2200-square-foot retail space, constantly searching for common ground with their customer base, placing special orders, problem solving and suggesting items that will add value to people's lives for years to come. Families, kids and dogs are all welcome to browse the store's carefully curated inventory, made up of about 40 percent softgoods and 25 percent footwear. "Blundstones are our number-one seller. Oboz and La Sportiva tie for second with 14 other brands on our wall," explains Katz. "We are an outdoor gear shop, yet our top brand is a city boot with an attitude." OluKai, Blackstone, Pajar, Hanwag, Scarpa, Satorisan, Hoka, Altra, Chaco, Bedrock, Haflinger, Danner, Salewa and Adidas round out the list. "Our top outerwear brands are Canada Goose, Barbour, Fjallraven, Mountain Equipment, Arc'teryx, Outdoor Research, Rab, Skhoop, Nau, Snow Peak, Kuhl and Lole. Take note of all the brands we didn't mention that we don't and never will carry," Katz says. "We also pride ourselves on having exceptional wool product in our store," he adds. "We carry little to no fleece since it has become an excuse to recycle plastic bottles and is ridiculously e n v i r o n m e n t a l l y unfriendly. Wool is better quality, sustain- able and antimicrobial. Duckworth's atten- tion to detail, quality control and its com- m i t m e n t t o b e i n g made in the USA fit our store to perfection. Fjallraven, Arc'teryx, We Norwegians, Kari Traa, Indigenous, Parker Dusseau and Woolrich provide us with an array of high-quality, sizing and product that make them perfect for our customers' needs." "Variety and quality are drivers in our store," says Katz. "Tyler Lambert flannels were the first items sold by Yellow Wood. We sold countless numbers of these repurposed shirts even before our doors were open. The genius of these vendors, our experience and partnering with others help make the magic that is Yellow Wood." "We have often been called a 'dangerous store,' and customers say that with a smile…they're talking about a wall of Hestra gloves in fall/winter, and another area of ENO hammocks in spring/ summer," says co-owner Stilling. "Customers walk in asking for FITS socks and Bedrock sandals. These are companies that focus their attention in small, tight categories and people appreciate that. Our chocolate bars are made locally and our water bottles are all branded. We sell baskets made in Kenya and hats and gloves made in Nepal." But Katz says brands Hyperlite, Tentsile, Western Mountaineering and Mystery Ranch are also indispensable. In addition to Outdoor Retailer (especially Venture Out), they buy at Stay Wild, Kinzie Street Showrooms, the Collective in Chicago and the Renegade Fair in New York. "We shop for unique, untapped lines in our neighborhood. Meeting owners of companies like Peter and Patty Duke from Point6, having great relationships with reps like Bob Boland from Fjallraven, and opportunities to test new lines out like Ortovox make our lives exciting, introduce our customers to new brands and become part of the rainbow." Interestingly, they say nothing is bought without a thorough group discussion by all owners, including Cyd. "That sort of group attention may confuse our job titles, but it adds to what makes us unique. No one person wears just one hat at Yellow Wood," Katz says. From locally made co-branded hot sauce named after their dogs, to teenager-friendly hammock walls, lifestyle apparel and high-end mountaineering equipment, Katz and his customers crave the in-person, face-to-face experience that can only be found in a shop like Yellow Wood. "Our customers walk their dogs for miles a day in harsh conditions more frequently than they climb mountains. Our customers are both local and from around the world," Katz explains. "They don't need one-time-use items — they need and want keepsakes. Our goal is to be the perfect place for them to shop." O 32 • Outdoor Insight • January 2018 outdoorinsightmag.com "Cause marketing is the purpose for our success. We have actually given away more than we have made, and we are happy with that. Being in business must be profitable, but profit can't be the only goal…sharing and caring for the communities we live in is essential." Living the dream: Moshe Katz and Cyd Katz at Everest Base Camp.

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