One of the questions I get asked most often is: “How do you decide what brands and products to carry?”

The short answer? Carefully.

The longer answer is what this blog is all about - because at River Rock Outfitter, we don’t just fill shelves. We curate. That means every piece of gear, clothing item, and trail essential has been intentionally selected with you in mind.

Curate, Don’t Saturate

Unlike big box stores, our goal isn’t to overwhelm you with every version of every product. We believe less can be more. That’s why we focus on gear that’s durable, trustworthy, and beginner-friendly, not always the lightest or most high-tech, but equipment that stands up to the real-world test of time, weather, and wear.

Whether you’re buying your first pair of hiking shoes or upgrading your camp stove, we want you to walk out the door confident and inspired, not confused or upsold.

What We Look for in a Brand

We vet our brand partners just as carefully as we vet their products. When I choose a new line to bring into the store, here’s what I’m asking:

• Do they protect their pricing? Brands that constantly discount, especially online or through big box retailers, undercut small shops like ours. We prioritize brands that hold their value and respect specialty retail.

• Do they support us? Good brands have good reps, people who answer the phone, provide training, and care about our success. If we’re going to carry your product, we want to know we’re in partnership, not just a transaction.

• Do they produce responsibly? Sustainability isn’t just a buzzword. We prioritize brands that use thoughtful manufacturing practices and give back to their communities and the planet.

• Are they specialty first? We work with brands that support independent retailers, not just the biggest fish in the pond.

Planning Ahead - Way Ahead

What most people don’t realize is that we purchase products about nine months in advance of when they land in the store. That means we’re often selecting next summer’s gear before we’ve even finished this summer’s hikes.

It’s as much an art as it is a science - balancing trend forecasting, brand innovation, and customer feedback. We do our homework, but we also listen closely. Your reviews, your returns, your questions, they all shape what we choose next.

Yes, We Own It

Another common question: “Do you send product back if it doesn’t sell?”
The answer is—nope.

We own every item you see in our store. That’s the risk and reward of being a specialty retailer. When we commit to a product, we take on all the responsibility and we work hard to get it right.

Sometimes we don’t. And when that happens, we learn, adjust, and do better next season. But it’s why your feedback means so much. When you tell us what works (and what doesn’t), we listen. Because every comment helps us curate more confidently.

Why We Drop Brands

Occasionally, we do make the tough decision to part ways with a brand. That can happen when:

• Quality slips and warranties increase - we won’t keep selling something we can’t stand behind.

• Rep support disappears - we need training, education, and communication to succeed.

• Pricing gets undercut - we can’t compete with brands that heavily discount their gear on Amazon or at outlet retailers.

We don’t take these decisions lightly. But our commitment is to you, our customer, first. If a brand no longer aligns with our standards or values, we move on.

In the End, It's About Trust

When you walk into River Rock, we want you to know that what’s on the shelves wasn’t chosen by chance. It’s gear with a purpose, handpicked for the kind of outdoor adventure that transforms lives - not just Instagram feeds.

We’re not just selling stuff; we’re investing in your journey. And whether you're just starting out or leveling up, you deserve gear that works as hard as you do.

So, the next time you zip up a jacket, test a pack, or lace up your trail shoes, know this: it was chosen with care, backed by belief, and meant for exactly this moment.