Diamond Brand breaking ground for new South Asheville store - Sept. 25

Diamond Brand, Asheville’s oldest outdoor gear shop, will celebrate its upcoming new retail store at Parkway Centre, at a festive groundbreaking event on September 25 from 4:00 – 6:30 p.m on 1378 Hendersonville Road, Suite J, next door to the Blue Ridge Parkway, The Fresh Market and Liberty Bicycles. The public is invited to attend. 

The event is an opportunity for Diamond Brand’s devoted shoppers and newcomers to get acquainted with the new store location, while enjoying music, refreshments and special giveaway items. 

The groundbreaking will take place under the portico in front of the new store. Liberty Bikes and The Fresh Market will also contribute to the event. Diamond Brand will raffle gift cards that can be used towards purchase of their diverse selection of brands like Patagonia and The North Face, as well as an array of specialty items for paddling, hiking, camping, running and just kicking around Asheville. The new Diamond Brand store is expected to officially open in November just in time for the holidays. 

“After decades of demand for the highly personalized shopping experience we offer at our local Diamond Brand stores, we are excited to create this new, invigorated, even more accessible space where shoppers will feel at ease and have fun discovering the full range of our products. As Asheville climbs higher on the radar for outdoor destinations, so do the expectations for outdoor apparel and gear,” said Diamond Brand owner and COO John Delaloye. 

As a trusted outdoor company that has won “Best of WNC” eleven years running, patrons of Diamond Brand value the company’s heritage and selection of top quality products. Diamond Brand ‘s history began in 1881 when the company was founded as a fur and feathers distributor. They created the original Boy Scout pack in 1931. With such a rooted history, Diamond Brand understands the design and versatility necessary for outdoor enthusiasts in the Blue Ridge Mountains and beyond. 

A true heritage outfitter, the new store will have a classic yet contemporary look that will house products Diamond Brand has always carried, along with innovative companies on the rise. Selecting the right gear will be made simpler with all of the experiential featured spaces throughout the store, like an ENO display with hammocks to lie inside, kayaks to sit in, a test-size climbing wall to scale and more. 

In addition to the new store next to The Fresh Market, Diamond Brand is set to open two other new stores in Asheville this fall and holiday season. Diamond Brand in Downtown Asheville at the Aloft Asheville Hotel and Frugal Backpacker (relocating to the Westgate Shopping Center) will also keep the Diamond Brand tradition alive, while continuing to deliver the latest technologies and styles in outdoor gear and fashion.