Outfitting horse and rider

For Amy Ericksen and Allison Johnson, opening the Horse and Rider Emporium on Baker Avenue just seemed right.

The sisters grew up riding on a horse ranch in Minnesota and Ericksen owns the Whitefish Equestrian Center on Twin Bridges Road with her husband, Kirk.

“We just happen to know a lot about horse stuff because we’ve been on horses our whole lives,” Johnson said. “So we’ve been able to use pretty much everything in here.”

The store is located next to the Flathead Industries Thrift Store and Whitefish Fine Wine and Liquor Store and carries a large variety of gear, clothing, jewelry, vitamins and horse supplements. In addition to stocking the newest lines of apparel, the store also has a consignment section where riders can drop off unused gear that new riders can try for discounted prices.

While the clothing is equestrian-oriented, Ericksen emphasizes the crossover value of most of their apparel. A heavy riding jacket can double as a ski jacket, for example, and much of the clothes carry over into golf wear too. Johnson says she’s even seen non-riders coming in to buy items just because they like how the clothes look and feel.

“They’re not just for horse people at all,” she said. “There’s a little bit of everything for everyone.”

For the dedicated rider, the store also offers the freedom to check out gear in person instead of just ordering online and hoping things fit.

“When you’re buying a $450 pair of boots, it’s kind of nice to try them on,” Ericksen said, holding up a pair of tall, black leather riding boots.

“They can try them on and feel and touch them,” Johnson added. “And that’s a big deal to someone who’s spending that much money.”

The goal for the store is to be practical and offer quality products that riders can use every day at a reasonable price, but the sisters are quick to note that fashion remains a big priority as well.

“We’re practical people, but we’re also fashionable people,” Ericksen said. “We want them to look good while they’re riding.”

The idea for the store came from the sisters recognizing a need for a serve-all local tack shop that specializes in English riding tack. With local barns like Larkspur Farms, Rebecca Farms and the Whitefish Equestrian Center nearby, Whitefish seemed like a perfect spot.

“Here in the Flathead Valley, we have a huge equestrian presence,” Ericksen said. “Probably one out of every two or three people that you meet here is a horse person.”

Johnson said they’re working with local trainers by setting up gear packages, selected by the trainer, for new students to purchase, and they’re also reaching out to local veterinarians for ideas on what supplements and vitamins to carry.

If there’s an emergency with a horse the options for purchasing items is limited, so the store wants to be able to carry those kinds of products too, Johnson notes.

With Calgary, a global hub for riders, just five hours north, the sisters see themselves as helping to create an equestrian gateway into Canada.

Johnson also said the United States Hunter Jumper Association, a competition-based organization offers educational programs, awards and recognition for hunter and jumper riders, is starting to recognize Whitefish and the Flathead Valley as a go-to for riding.

Johnson says that’s because Whitefish is a perfect place for riders to travel to.

“It’s beautiful here. If you’re going to come to a three-day event, bring your family. Come to Whitefish, go to Glacier and Flathead and go fishing and hiking,” she says. “So we need to have the infrastructure here to support that type of business and Whitefish is the hub of that.”

The store opened its doors during Ladies’ Night Out earlier this month and Small Business Saturday, and is finishing a sort of soft-opening this week.

Ericksen and Johnson say they want feedback from riders in the community on what to stock and how to improve their business, because they don’t plan on leaving Whitefish any time soon.

“We’re here for the long-haul,” Ericksen said. “We’re not just here to test the market, see if it works or not. We want to be part of the community, we want to invest in the community and we want the community to respond in kind.”

The Horse and Rider Emporium is open from 10 a.m. to 6 p.m. Tuesday through Sunday. Call 406-730-2015 with any questions.