New identity ALPINSTORE — committed, local and responsible

Dear athletes, dear community

The new identity of Alpinstore was born from our hikes, our races, our nights under the tent, and our powder snow track repetitions. ALPINSTORE was created by enthusiasts, for enthusiasts of outdoor sports. Your enthusiasm drives us every day to exceed ourselves to offer you the best products and to advise you closely.

If passion, pleasure, and expertise have guided us since the start of this adventure, we have chosen to commit even more intensely and sincerely by your side. This promise is now expressed in a clear manifesto: equip without harming, advise without artifice, and act locally for a global impact. We tell you things as we live them, without bullshit, among climbing buddies.

What the new identity changes

Our visual identity evolves: a logo that evokes relief, the mountain, and our desire to act for a more positive footprint. But it's not just a logo: it's a way of doing. We have deeply rethought our website and our customer journey to highlight a selection of eco-friendly gear and make the search for responsible products simpler and more transparent.

On the site, you will now find a selection of durable outdoor gear carefully chosen by our team of testers. Each member of ALPINSTORE tests, uses, and selects products in the field: we speak the truth, we give you solutions that hold up (or the slope).

Our purchases take into account the origin of fibers and processes: you will see items made with recycled materials but also options in natural outdoor materials for lovers of organic cotton or technical wool. We guide you towards coherent choices: favor sustainable manufacturing purchases when possible, to extend the lifespan of your equipment and reduce energy impact.

The supply chain is also at the heart of our decisions: we value fair trade products and the sectors that fairly compensate artisans and workers. This is not just marketing: it's a daily commitment, monitored and measured.

• product commitment: transparency about materials and methods
• environmental commitment: reduction of packaging and logistical optimization
• local commitment: headquarters and logistics center in Annecy to shorten distances

We remain pragmatic: ethics should not be expensive for those who are starting out. You will also find accessible gear, including affordable mountaineering gear to equip yourself without breaking the bank. Our goal: to enable everyone to start, progress, and improve, without compromising on safety.

Do you want to buy mountaineering gear? We are here to help: buying guides, comparisons, field feedback, and a team ready to respond directly. We emphasize textile equipment for mountaineering: technical layers, windbreakers, and warm layers tested in real conditions by our team.

Why this redesign and why now?

The world is changing, practices are evolving. Practitioners demand more meaning: consume better, repair rather than throw away, choose brands and products that stand the test of time. We respond to these expectations by structuring our offer around three axes: performance, durability, responsibility.

Performance: the ranges offered must allow you to go further, safely. Durability: we favor parts that last, that can be repaired, and that maintain their performance season after season. Responsibility: we reveal our choices, our supplier audits, and our initiatives to reduce carbon footprint.

Logistically, being in Annecy, in the heart of the Alps, is a no-brainer: proximity to the terrain, quick exchanges with our testing team, and better flow management. Result: delivery within the announced deadlines and enhanced responsiveness for after-sales service.

• new site: ergonomics designed by and for practitioners
• content: guides, tests, adventure stories, and technical advice

We also share practical tips: how to maintain your jacket, which membrane to favor according to your use, how to optimize the lifespan of soles, and why a good repair is often more virtuous than a hasty replacement.

Our team is young, fast, and committed. Each member is an experienced athlete: we test, we sometimes fail, we correct, and we share. This is the spirit of a community: experts, adventurers, contemplatives, intrepid. We respect our customers: we do not sell you promises, but solutions that hold up.

Finally, the economic aspect is not forgotten. We want to democratize access to outdoor: gear for beginners to specialist parts. Our catalog extends from the essentials for hikers to the tools for mountaineering specialists: ice axes, crampons, harnesses, as well as practical and renewable accessories.

What you can expect from us

We will continue to listen, learn, and improve. We will regularly offer you thematic selections, repair offers, local workshops, and partnerships with engaged actors. If you want personalized advice, contact us: we are here to help you make the best choice according to your project and budget.

We thank you: for your loyalty, for your feedback, for your passion. The new identity of ALPINSTORE is not an end, but a starting point. Join us in this dynamic, contribute, test, share. Together, we protect the mountains we love and equip the generations of adventurers to come.

The ALPINSTORE team

PS: on the site, you can filter by commitment, price, practice, and level; and for those on a budget, we maintain solidarity options and good deals to equip yourself without breaking the bank.