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About Alpine Shop


Mooers Alpine - Alpine Shop


Alpine Shop's History:

In 1973, a climber, outdoor author, and Army Map Agency employee in St. Louis by the name of Bob Mooers, convinced Chouinard Equipment - the predecessor to outdoor industry giant Patagonia - to open him as a dealer.

Mooers started a climbing shop in a small room upstairs from the home winemaking shop he was moonlighting on the side. Within a month, climbing outsold winemaking, which was soon abandoned in a move to a new larger space.

By 1978, "Mooers Alpine" was thriving, but Mooers was looking to sell and move to the Northwest. A 45-year-old customer of his, a fugitive from corporate life who happened to hail from that exact same area of the country, made an offer and "Mooers Alpine" became "Alpine Shop," under the ownership of Russell "Holly" Hollenbeck.

While climbing is still core to Alpine Shop's business, we now serve almost every type of outdoor enthusiast from backpackers, hikers, campers,  paddlers, and cyclists, to snowboarders and skiers at four locations in Missouri and Kansas.

After more than 45 years in the business, it is Alpine Shop's Vision to see: Generations Transformed by Discovery Outdoors.


Our Vision:
Generations Transformed by Discovery Outdoors


Our Mission:

We love and need the mountains, trails, rivers and wild places. They nourish our spirit. Our mission is - with true enthusiasm - to bring or renew this love to our customers and to each person who works with us.

Alpine Shop is an Independent Specialty Outdoor Retailer that provides World Class Service to our customers by outfitting them with equipment, inspiration and education.


Our Values:

•    We seek inspiring ways to provide true hospitality to our customers, community and business partners.
•    We share a passion for product quality, searching out the best offerings at every appropriate economic level.
•    We will operate as a team—while fostering individual excellence.
•    We will actively engage in and support efforts to preserve and improve the environment.

Russell “Holly” and Lisa Hollenbeck
Owners, Alpine Shop


Awards & Recognitions:

2007: Outoor Business Magazine: Top 25 Independent Outdoor Specialty Retailers; SKI Magazine Gold Medal Ski Shop
2008: SKI Magazine Gold Medal Ski Shop
2009: SKI Magazine Gold Medal Ski Shop
2011: St. Louis Magazine A-List Readers' Choice: Best for Athletic Gear
2012: Backpacker Magazine/SNEWS National Retailer of the Year for Growth in Outdoor Sports
2013: Riverfront Times: Best Sporting Goods Store; St. Louis Magazine A-List Readers' Choice: Best for Athletic Gear
2015: American Express Member Favorite; St. Louis Magazine A-List Readers' Choice Finalist: Best for Athletic Gear
2018: Terrain Magazine Readers' Choice Winner: Favorite Outdoor Store & Favorite Advenure Race; Finalist: Favorite Trail Running Event
2019: Grassroots Outdoor Alliance: National Retailer of the Year; Outdoor Retailer Inspiration Award Finalist; St. Louis Magazine A-List Readers' Choice: Best Outdoor Store, Best Activewear, Finalist: Best Bike Shop; Terrain Magazine Readers' Choice Winner: Best Outdoor Store & Best Advenure Race; Finalist: Best Trail Running Event, Best Outdoor Expo/Festival; Best Outdoor Guide/Instructor; Outdoor Insight Magazine: The Great 8 - Outdoor Retailers' Special Events
2020: St. Louis Magazine A-List Readers' Choice: Best Outdoor Store & Best Sporting Goods; Terrain Magazine: Hall of Fame Best Outdoor Store, & Best Outdoor Store Employee
2021: St. Louis Magazine A-List Readers' Choice: Best Outdoor Outfitters, Best Sporting Goods, Best Activewear