Travel

Outlandish, a Black-Owned Outdoor Store in Brooklyn, Forges Its Own Path

Growing up in the shadow of REI, Outlandish is finding new ways to reach outdoor customers in NYC.

Photo by Tracy Mammolito, courtesy of Outlandish
Photo by Tracy Mammolito, courtesy of Outlandish
Photo by Tracy Mammolito, courtesy of Outlandish

“Our biggest fear is that customers see us as a little REI,” says Ken Bernard, who co-founded Outlandish, the fourth Black-owned outdoor gear store in the country.

Bernard understands the outdoor retail ecosystem as well as anyone, having worked as a floor lead at the REI store in SoHo-just four miles from the Outlandish storefront in Crown Heights-for five years. “People love the idea of REI being a Co-Op, the return policy, and 10% kickback,” he explains. “We knew we had to set ourselves apart.”

To do so, Bernard says, “We’ve worked hard to tap into the community, have real conversations with customers, and stay fresh. If we just sell the same things as REI, we’re done. If we sell the same things as another speciality shop, we’re not actually special. So we do a lot of collabs, like recent limited drops with Ciele and Salomon.”

Photo by Tracy Mammolito, courtesy of Outlandish
Photo by Tracy Mammolito, courtesy of Outlandish
Photo by Tracy Mammolito, courtesy of Outlandish

Bernard got to know Benje Williams, his co-founder, while Williams was moonlighting under Bernard in the footwear department at REI. Both were looking for their next opportunity and started discussing ways to work together. “We got close while working in the belly of the beast,” says Williams. “After a month, we had coffee, and it just went from there.”

In early conversations, Williams and Bernard discussed an array of opportunities, eventually landing on an outdoor gear shop. “There already were a lot of great nonprofits getting diversity outside on hikes,” says Williams. “At least a dozen organizations in the NYC area alone. We saw the work being done and didn’t want to be redundant, so we decided to go a different direction to help people get outside.”

Williams, who comes from a nonprofit background, saw value in building a business that depended on the community around it. Together they sketched a business model based around a community hub, unique products, and hands-on customer support. “We wanted to tap into an ecosystem of people excited about the outdoors who aren’t finding what they need at REI,” says Williams. “Our thesis was that if we could find all these pockets of people and invite them in, we wouldn’t have to depend on grants and subsidies.”

Photo by Tracy Mammolito, courtesy of Outlandish
Photo by Tracy Mammolito, courtesy of Outlandish
Photo by Tracy Mammolito, courtesy of Outlandish

Bernard is grateful for his time working at REI, because it helped him become more confident talking about the outdoors to strangers. “Working there helped me realize that I do fit in and belong. The SoHo store is the most diverse store in the Co-op and equipped me with the tools to go a step further. It showed us opportunities we could pursue and needs that were fully being met.”

While REI has a good ethics track record and a widely loved gear return policy, they’re not exactly a mom and pop endeavor, reaching a record $3.9 billion in sales last year. At the same time, many independent outfitters are struggling in a saturated market, while competing with online sellers like Amazon. Despite the odds, Outlandish has found a way to differentiate itself: starting local.Born and raised in Brooklyn, Bernard has met a lot of people in New York who want to get outside, but have never had the opportunity. “We saw a physical space as the missing link. Outlandish is centrally located, a place where people can meet up and feel a sense of community. The space helps us educate customers and host events. That’s the value of a small shop like ours over bigger stores.”

“We wanted a location near our customers, in their neighborhood,” says Williams of the Outlandish storefront in Crown Heights. “Some brands don’t have diversity in their ethos so they have to think about it a lot, but we don’t think about it at all, because it’s our background. It’s natural for us to make everyone feel comfortable, invited, and welcomed into the store.”

Inside, Outlandish is an aggregation of a wide swath of products. “It’s the intersection of fashion and function,” says Williams. “You don’t have to put your personality aside to go outside.”

Photo by Tracy Mammolito, courtesy of Outlandish
Photo by Tracy Mammolito, courtesy of Outlandish
Photo by Tracy Mammolito, courtesy of Outlandish

Williams and Bernard started by reaching out to what they call “anchor” brands like Patagonia, Black Diamond, and Arc’teryx, to build a baseline of trust and credibility with customers. But their secret sauce has been adding “discovery” brands that other retailers don’t carry, often because they are niche.

Many of these discovery brands, like allmansright, are local businesses that they met organically. “That’s the great thing about New York, it’s easy to meet people in the street” says Bernard, “REI doesn’t carry small brands because they don’t fit their supply chain requirements, but they are many of our best sellers. For example, a local sock company is currently outselling both Darn Tough and Smartwool.”

While curating the right products helps Outlandish bring new people in the door, relationships are what keeps them coming back. “We have personal conversations with all of our customers, getting them set up with the right gear and sharing the story of the brands they are buying. That’s the real value,” says Williams. “This creates a meaningful connection to the products they buy, and a reason to come back and give us feedback. We have regulars who come into the shop multiple times each week just to chat.”

Photo by Tracy Mammolito, courtesy of Outlandish
Photo by Tracy Mammolito, courtesy of Outlandish
Photo by Tracy Mammolito, courtesy of Outlandish

As just the fourth Black-owned outdoor store in the country, Outlandish has learned a lot from its predecessors. “We have a call with all three of them every six weeks, to chat about business strategy. It’s the gift of the curse of being so few,” says Williiams. “They’ve all been really helpful as we’ve built the business. We shadowed in their stores and visited the Outdoor Retailer expo with Jamicah from Slim Pickins.”

Williams says a lot of the strategy they learned was basic-negotiating terms with manufacturers, size of inventory, how to get discounts from brands-yet collectively crucial for success. “A lot of one-off lessons that add up to a lot. We wouldn’t be where we’re at without their mentorship.” From these lessons, Williams and Bernard gained a lot more confidence and “felt less like the new kids on the block.”Still, brick-and-mortar retail remains challenging. “Being honest, online shopping is more convenient,” says Williams. “We try to not overly preach about supporting small businesses, but foot traffic keeps the doors open. Even our regulars don’t fully understand how important every sale is to us.”

“We feel hopeful about the way forward, but it’s going to be an uphill battle against the big retailers and online shopping,” says Bernard. “It’s sad to see small stores closing down around the neighborhood. Without shops like ours, New York would just be Starbucks and Whole Foods and Shake Shack. It wouldn’t be quirky and special. You’d lose the character of the block.”Want more Thrillist? Follow us on InstagramTikTokTwitterFacebookPinterest, and YouTube.

Andy Cochrane is a contributor for Thrillist. After earning a Design Strategy MBA and working in tech, a late-twenties-life-crisis drove some questionable decisions, including five years and 200,000 miles living out of his Toyota Tacoma. He now resides in Bend, Oregon, with his partner and their dogs, Dusty Bottoms and Bea, working as a freelance writer, photographer, and producer. You can follow him on Instagram @andrewfitts.

Travel

Ditch your Phone for ‘Dome Life’ in this Pastoral Paradise Outside Port Macquarie 

A responsible, sustainable travel choice for escaping big city life for a few days.

nature domes port macquarie
Photo: Nature Domes

The urge to get as far away as possible from the incessant noise and pressures of ‘big city life’ has witnessed increasingly more of us turn to off-grid adventures for our holidays: Booking.com polled travellers at the start of 2023 and 55% of us wanted to spend our holidays ‘off-grid’.  Achieving total disconnection from the unyielding demands of our digitised lives via some kind of off-grid nature time—soft or adventurous—is positioned not only as a holiday but, indeed, a necessity for our mental health. 

Tom’s Creek Nature Domes, an accommodation collection of geodesic domes dotted across a lush rural property in Greater Port Macquarie (a few hours’ drive from Sydney, NSW), offers a travel experience that is truly ‘off-grid’. In the figurative ‘wellness travel’ sense of the word, and literally, they run on their own independent power supply—bolstered by solar—and rely not on the town grid. 

Ten minutes before you arrive at the gates for a stay at Tom’s Creek Nature Domes, your phone goes into ‘SOS ONLY’. Apple Maps gives up, and you’re pushed out of your comfort zone, driving down unsealed roads in the dark, dodging dozens of dozing cows. Then, you must ditch your car altogether and hoist yourself into an open-air, all-terrain 4WD with gargantuan wheels. It’s great fun being driven through muddy gullies in this buggy; you feel like Laura Dern and Jeff Goldblum in Jurassic Park.  As your buggy pulls in front of your personal Nature Dome, it’s not far off that “Welcome…to Jurassic Park” jaw-dropping moment—your futuristic-looking home is completely engulfed by thriving native bushland; beyond the outdoor campfire lie expansive hills and valleys of green farmland, dotted with sheep and trees. You’re almost waiting to see a roaming brachiosaurus glide past, munching on a towering gum tree…instead, a few inquisitive llamas trot past your Dome to check out their new visitor. 

To fully capture the awe of inhabiting a geodesic dome for a few days, a little history of these futuristic-looking spherical structures helps. Consisting of interlocking triangular skeletal struts supported by (often transparent) light walls, geodesic domes were developed in the 20th century by American engineer and architect R. Buckminster Fuller, and were used for arenas. Smaller incarnations have evolved into a ‘future-proof’ form of modern housing: domes are able to withstand harsh elements due to the stability provided by the durable materials of their construction and their large surface area to volume ratio (which helps minimize wind impact and prevents the structure from collapsing). As housing, they’re also hugely energy efficient – their curved shape helps to conserve heat and reduce energy costs, making them less susceptible to temperature changes outside. The ample light let in by their panels further reduces the need for artificial power. 

Due to their low environmental impact, they’re an ideal sustainable travel choice. Of course, Tom’s Creek Nature Domes’ owner-operators, Cardia and Lee Forsyth, know all this, which is why they have set up their one-of-a-kind Nature Domes experience for the modern traveller. It’s also no surprise to learn that owner Lee is an electrical engineer—experienced in renewable energy—and that he designed the whole set-up. As well as the off-grid power supply, rainwater tanks are used, and the outdoor hot tub is heated by a wood fire—your campfire heats up your tub water via a large metal coil. Like most places in regional Australia, the nights get cold – but rather than blast a heater, the Domes provide you with hot water bottles, warm blankets, lush robes and heavy curtains to ward off the chill.

nature domes port macquarie
Photo: Nature Domes

You’ll need to be self-sufficient during your stay at the Domes, bringing your own food. Support local businesses and stock up in the town of Wauchope on your drive-in (and grab some pastries and coffee at Baked Culture while you’re at it). There’s a stovetop, fridge (stocked as per a mini bar), BBQs, lanterns and mozzie coils, and you can even order DIY S’More packs for fireside fun. The interiors of the Domes have a cosy, stylish fit-out, with a modern bathroom (and a proper flushing toilet—none of that drop bush toilet stuff). As there’s no mobile reception, pack a good book or make the most of treasures that lie waiting to be discovered at every turn: a bed chest full of board games, a cupboard crammed with retro DVDs, a stargazing telescope (the skies are ablaze come night time). Many of these activities are ideal for couples, but there’s plenty on offer for solo travellers, such as yoga mats, locally-made face masks and bath bombs for hot tub soaks. 

It’s these thoughtful human touches that reinforce the benefit of making a responsible travel choice by booking local and giving your money to a tourism operator in the Greater Port Macquarie Region, such as Tom’s Creek Nature Domes. The owners are still working on the property following the setbacks of COVID-19, and flooding in the region —a new series of Domes designed with families and groups in mind is under construction, along with an open-air, barn-style dining hall and garden stage. Once ready, the venue will be ideal for wedding celebrations, with wedding parties able to book out the property. They’ve already got one couple—who honeymooned at the Domes—ready and waiting. Just need to train up the llamas for ring-bearer duties! 

An abundance of favourite moments come to mind from my two-night stay at Tom’s Creek: sipping champagne and gourmet picnicking at the top of a hill on a giant swing under a tree, with a bird’s eye view of the entire property (the ‘Mountain Top picnic’ is a must-do activity add on during your stay), lying on a deckchair at night wrapped in a blanket gazing up at starry constellations and eating hot melted marshmallows, to revelling in the joys of travellers before me, scrawled on notes in a jar of wishes left by the telescope (you’re encouraged to write your own to add to the jar). But I’ll leave you with a gratitude journal entry I made while staying there. I will preface this by saying that I don’t actually keep a gratitude journal, but Tom’s Creek Nature Domes is just the kind of place that makes you want to start one. And so, waking up on my second morning at Tom’s —lacking any 4G bars to facilitate my bad habit of a morning Instagram scroll—I finally opened up a notebook and made my first journal entry:

‘I am grateful to wake up after a deep sleep and breathe in the biggest breaths of this clean air, purified by nature and scented with eucalyptus and rain. I am grateful for this steaming hot coffee brewed on a fire. I feel accomplished at having made myself. I am grateful for the skittish sheep that made me laugh as I enjoyed a long nature walk at dawn and the animated billy goats and friendly llamas overlooking my shoulder as I write this: agreeable company for any solo traveller. I’m grateful for total peace, absolute stillness.” 

Off-grid holiday status: unlocked.

Where: Tom’s Creek Nature Domes, Port Macquarie, 2001 Toms Creek Rd
Price: $450 per night, book at the Natura Domes website.

Get the latest from Thrillist Australia delivered straight to your inbox, subscribe here.

Related

Our Best Stories, Delivered Daily
The best decision you'll make all day.