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 was outselling winemaking, which was soon abandoned, in a move to a new larger space.

Current owner Russell “Holly” Hollenbeck came on the scene in 1978. Business was booming, but Mooers was looking to relocate to the Northwest. Holly, also an avid outdoorsman and regular customer of Mooers Alpine, was looking for a change away from corporate life. He purchased the store, changing the name to Alpine Shop. His wife and co-owner, Lisa Hollenbeck, transitioned from a legal career to focus full-time on serving St. Louis's outdoor community shortly after.

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 50 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

Outdoor Business Magazine Top 25 Independent Outdoor Specialty Retailers 2007

Ski Magazine Gold Medal Ski Shop 2007, 2008, 2009

St. Louis Magazine A-List Readers' Choice: Best for Athletic Gear 2011, 2013, 2015

Backpacker Magazine/SNEWS National Retailer of the Year for Growth in Outdoor Sports 2012

Riverfront Times Best Sporting Goods Store 2013

American Express Member Favorite 2015

Terrain Magazine Readers' Choice Winner: Favorite Outdoor Store 2018, 2019, 2021 (Hall of Fame), 2022 (HoF), 2023 (HoF)

Terrain Magazine Readers' Choice Winner: Favorite Adventure Event - Castlewood 8 Hour Adventure Race 2018, 2019, 2023

Grassroots Outdoor Alliance National Retailer of the Year 2019

St. Louis Magazine A-List Readers' Choice: Best Outdoor Store/Outdoor Outfitters2019, 2020, 2021, 2022, 2023

St. Louis Magazine A-List Readers' Choice: Best Activewear2019, 2021, 2022, 2023

St. Louis Magazine A-List Readers' Choice: Best Sporting Goods2020, 2021

Terrain Magazine Readers' Choice Winner: Best Outdoor Store Employee - Angie Bono 2021

Terrain Magazine Readers' Choice Winner: Best Outdoor Store Employee - Perry Whitaker 2022

Terrain Magazine Readers' Choice Winner: Best Gravel Biking Event - Tour of Hermann Gravel Challenge 2022, 2023

St. Louis Magazine A-List Readers' Choice: Best Locally-Owned Clothing Store2023

Terrain Magazine Readers' Choice Winner: Best Trail Running Event - Alpine Shop Trail Run Series 2023

Terrain Magazine Readers' Choice Winner: Best Paddling Event - Meramec Marathon 2023