From Higher Altitude Pagosa to Wild Wonder: Making It Our Own

If there's one thing we've learned about owning a retail store, it's that you can't figure everything out before opening the doors.

We've experimented with different brands, introduced new merchandise, adjusted our product mix, and spent a lot of time understanding what customers actually want.

Some of our ideas have worked. Others haven't. And quite a few things have surprised us along the way.

We've learned more about the differences between what visitors are looking for on vacation and what locals want from a store they can shop year-round.

We've seen how much customers appreciate discovering something different — whether that's a great new clothing brand, a locally designed hat, an unexpected gift, or a practical accessory for their next adventure.

And we've learned that building the right retail assortment is about more than simply filling shelves. It's about finding products and brands that belong together and giving people a reason to come back.

Through all of that, we've started developing our own perspective on what this store should be.

When you purchase an existing business, you're taking on more than inventory and a storefront. You're also inheriting the decisions, traditions, and identity that came before you.

There's value in that history, and we're grateful for the foundation Higher Altitude gave us.

But from the beginning, we also knew we wanted to bring our own ideas to the business.

Over time, our interests began guiding us toward a different balance. We wanted to place a greater emphasis on the retail side of the store, introduce brands we genuinely enjoy, and create a shopping environment that reflects our love of the outdoors, discovery, and life in Pagosa Springs.

Axe throwing had been a major part of Higher Altitude's identity, and it's still an experience we love offering. But we wanted the store's overall identity to reflect more of what customers can find here.

Eventually, it became clear that the Higher Altitude name didn't fully represent the direction we were heading.

We needed a name that felt like ours.

That's where Wild Wonder began.

Our new name celebrates the curiosity, adventure, and sense of discovery that make southwest Colorado such a special place.

It also gives us a way to bring our merchandise and experiences together around three simple ideas.

We're building a more thoughtfully curated selection of men's and women's clothing, hats, sunglasses, jewelry, and accessories.

You'll see brands like Tentree, LIV Outdoor, Goodr, and other collections that blend everyday comfort with an outdoor lifestyle.

We also love products with a connection to Pagosa Springs and Colorado, and those will remain an important part of what we offer.

Our goal is to have a store where visitors find something special to take home and locals can discover something new throughout the year.

Living in Pagosa Springs, it's hard not to be inspired by the outdoors.

Our Wander collection brings together bags, drinkware, outdoor accessories, knives, gifts, and other products for people who love exploring.

We're especially excited to continue offering merchandise that celebrates our public lands, including Smokey Bear and Leave No Trace-inspired products. You can find these online in our Public Lands & Parks collection.

You don't have to be heading into the wilderness to appreciate a little adventure.

Axe throwing has long been part of the store, and it's staying.

With our interactive digital axe throwing games, it's a fun way for families, friends, and groups to spend time together in downtown Pagosa Springs.

We're also continuing our hair feathers and tinsel offerings while exploring new ways to bring relaxation and self-care into the store. Our newest addition to our self-care collection is mineral bath soaks, bringing the relaxing, rejuvenating experience of Pagosa Springs’ famous hot springs right into your own home.

Our custom clay facial experience, bath and body products, and other discoveries are part of that direction.

It's an evolving collection of experiences and products that encourage people to have a little fun, get creative, and enjoy themselves.

The biggest difference won't simply be the name above the door.

You'll continue seeing changes in the brands we carry, how we merchandise the store, and the overall shopping experience.

We're focusing on bringing in products that we believe in, finding interesting independent brands, and balancing local favorites with new discoveries.

We're also working to make shopping with us easier beyond the physical storefront.

Our website, WildWonderPagosa.com, is becoming a place where you can browse our current products, learn about the brands we carry, and discover our in-store experiences before you visit.

And we'll keep experimenting. That's one thing the last two and a half years have taught us: a good retail store is always evolving.

We want Wild Wonder to feel like a natural fit for Pagosa Springs — a little adventurous, a little unexpected, and full of things worth discovering.

While a lot is changing, the people behind the business aren't.

We're still the same owners who purchased Higher Altitude Pagosa in April 2024. We're still at 434 Pagosa Street in downtown Pagosa Springs.

And we're still learning.

We don't expect to get every decision right. We'll keep listening to customers, trying new things, and adjusting along the way.

But after two and a half years, we're excited to have a brand and direction that truly feel like our own.

Wear • Wander • Unwind.

434 Pagosa Street | Downtown Pagosa Springs

WildWonderPagosa.com