About Alpine Shop

Alpine Shop's History

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

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 & Favorite Adventure Race 2018
Grassroots Outdoor Alliance National Retailer of the Year 2019
St. Louis Magazine A-List Readers' Choice: Best for Athletic Gear 2011, 2013, 2015