Sopris Sun Article by Myki Jones, 'Mountain Tide Provision Co.

Carbondale local Greg Morrison is preparing to open a new retail space — Mountain Tide Provision Co. — at 423 Main Street (previously Strange Imports), early next month. Morrison has lived in the Valley for nearly a decade and has always had an affinity for outdoor recreation, which has come to pair well with his background as a sales representative while living on the East Coast.

“I was a sales rep for a number of different brands all throughout New York and Florida. When I moved here, I worked for Obermeyer as the vice president of sales and managing director,” Morrison told The Sopris Sun. “I have always worked with retailers and knew that eventually I wanted to have my own store, so when the ‘for lease’ sign went up at this place, I started looking further into it.”

Morrison hopes this store, which will feature a range of lifestyle clothing, footwear, accessories and other essentials both in the physical store and online, will also be a hub for community gatherings. He plans to donate 1% of the store’s sales to nonprofits in the community, and he has designated a section of the store as a lounge area, where he envisions hosting events like live music. All of this is in alignment with the company tagline, “Good Begins Here.”

“Whether it’s music or a business after-hours event with the Chamber of Commerce, or whatever the events may be, that would be the purpose of the lounge,” Morrison stated.

Discussing his long-term goals for the company, Morrison hopes for collaborations between Mountain Tide Provision and other local businesses, and specifically with other local retailers. On the topic of shopping, clients can anticipate being transported to a place that combines the scenery of both mountains and coastal climates, offering a calm and relaxed experience with everything you could possibly need for your outdoor endeavors.

Over 30 brands will be offered, including Reef, Sorel, Free People, Pendleton, Katin, Jetty, Rhythm, Faherty, Outerknown, Hikerkind and Finisterre. Additionally, Mountain Tide Provision will have its own brand of clothing and hopes to strike partnerships with other local brands.

“T-shirts, hoodies, hats and stuff like that,” Morrison described. “That’s the other goal, to have a brand, reselling here as well.”

Shoppers can also find jewelry, blankets, candles and a plethora of other home goods, to spice up your space or make excellent gifts for loved ones. Discussing short-term goals for his storefront, Morrison assured there will be something for everyone in his store, including inclusive sizing on clothing items.

“Carbondale is an awesome community, and I want to add to Main Street and give people more reasons to come to Main Street. I really want it to be a place for people to buy things for everyday use. There are many good retailers in the Valley, but I’m looking to be something more casual, yet nicer, for an everyday lifestyle,” Morrison stated.

His daughter, Sage, will also be involved with the business. As a junior at Roaring Fork High School, she elected to help her father with the store as its social media manager as a part of her capstone project. Speaking further on what he looks forward to, Morrison said, “I really look forward to being part of the community as far as being the business owner goes, and learning what people want, like and need provided.”

You can check out Mountain Tide Provision Co. on June 6 for a grand opening celebration for First Friday and June 21 for an open house, where Mountain Tide Music on Main will be taking place with Hanna von Bernthal from 3:30 to 6pm.

For more information, visit www.mountaintideprovision.com