Mountain Hardwear has opened its first North American brick-and-mortar store, a 1,600-square-foot shop on Park City, Utah’s historic Main Street developed in partnership with Aloha Ski and Snowboard Rentals.
The store opened Nov. 5 and pairs Mountain Hardwear’s technical apparel and equipment with full-service ski and snowboard rentals run by Aloha, a locally owned company that has outfitted Park City skiers and snowboarders since 1999. The brand says the store carries its most comprehensive assortment of any brick-and-mortar location in North America.
“We are excited to be working with a trusted partner, Aloha Ski and Snowboard Rentals, who is committed to creating an outstanding consumer experience and bringing a unique approach to outdoor retail in Park City,” Mountain Hardwear President Peter Rauch said in a statement.
A Seasonally Curated Assortment
The assortment will shift through the year with the seasons. For fall/winter 2026-27, the store spotlights the Stretchdown Series, the new Warp Factor snowsports collection designed for freeride terrain, and Hardwear Supply, a new sportswear collection built for everyday wear.
Rentals and Local Roots
Alongside rentals, the shop sells accessories including goggles, helmets and sunglasses.
“What makes this opportunity especially exciting is the combination of a Mountain Hardwear concept store with a full-service ski and snowboard rental shop,” Greg Ottoson, President of Utah Operations at Aloha, said in a statement.
Aloha operates eight shops on Main Street, at Park City Mountain and in Canyons Village. Mountain Hardwear, founded in 1993 and based in Richmond, Calif., is owned by Columbia Sportswear Company and sells through specialty outdoor retailers in the U.S. and 21 countries. The store follows a Mountain Hardwear rebrand that specialty outdoor retailers have noticed.
“We already have a strong connection to the region through several Mountain Hardwear athletes who are based in the area,” Mountain Hardwear Vice President of Marketing Matt Burbach said in a statement.
The brand will celebrate with its First Chair grand opening event at 6 p.m. Dec. 3. The free public event will feature Mountain Hardwear athletes, food, drinks, snowsports films and prizes.
