Home World Viral

The Stone Harbor Wilderness Supply Rebrand: Everything To Know About Northern Goods And The New Microtel In Grand Marais

• minute read
Contents

For over a decade, Stone Harbor Wilderness Supply (SHWS) was an indispensable cornerstone of the North Shore outdoor community, but as of this current date in December 2025, a massive and exciting transformation has taken place. The beloved outfitter, founded by Jack Stone, has officially changed hands and undergone a significant rebrand, emerging as the new, multi-faceted destination: Northern Goods. This is not just a simple name change; it represents a fresh vision for wilderness supply, retail, and lodging, anchored by a new micro hotel in the heart of downtown Grand Marais, Minnesota.

The transition marks the end of an era for the original Stone Harbor, but ushers in a new chapter focused on expanding the offerings for both seasoned adventurers and casual visitors to the Lake Superior shoreline and the Boundary Waters. The new entity, Northern Goods, maintains the spirit of high-quality gear and service while integrating a unique retail and hospitality experience, solidifying its status as a must-visit location for anyone exploring Cook County and the surrounding wilderness.

The Legacy of Stone Harbor Wilderness Supply and Founder Jack Stone

The history of Stone Harbor Wilderness Supply is inextricably linked to its founder, Jack Stone, and the rugged, natural beauty of the North Shore. Jack Stone moved to Grand Marais, Minnesota, in 2006, driven by a passion for the outdoors and a desire to bring top-quality equipment to the region.

Stone Harbor Wilderness Supply (SHWS) Biography & Profile:

  • Original Entity Name: Stone Harbor Wilderness Supply (SHWS).
  • Founder & Original Owner: Jack Stone.
  • Founding Year: 2010.
  • Duration of Ownership: 14 years.
  • Location: Grand Marais, MN.
  • Core Mission: To provide North Shore access to top-quality outdoor equipment, clothing, gear, and services for adventuring along Lake Superior and in the Superior National Forest.
  • Key Offerings: Retail sales of outdoor clothing and gear, tours, and rentals (e.g., kayaking, portaging equipment).
  • Transition Event: Jack Stone "passed the torch" to new owners, Steph and Mitch, marking the rebrand to Northern Goods.

For 14 years, SHWS served as the quintessential Grand Marais outfitter. It was the go-to source for everything from lifestyle apparel to essential gear for a challenging trek into the Boundary Waters Canoe Area Wilderness (BWCAW). Jack Stone's commitment to quality service and deep local knowledge established the business as a pillar of the community, a reputation the new owners are keen to uphold and expand upon.

Northern Goods: A New Era of Wilderness Supply in Grand Marais

The most significant update for anyone searching for Stone Harbor Wilderness Supply is its evolution into Northern Goods. This new brand and business model officially launched with a grand opening that introduced its new retail store and a unique lodging component.

The Vision of New Owners Steph and Mitch

The new chapter is being written by the new owners, Steph and Mitch, a couple who currently reside in the Twin Cities but have a deep connection to the North Shore. Mitch, in particular, comes from a background rooted in a scrappy small printing business that already had established relationships with many small business owners in the region, often carrying their "Northern Goods line" or assisting them with print needs. This background informs the new entity's focus: a blend of high-quality outdoor gear and curated, genuinely Northern-themed gifts and products. The new mantra is simple and compelling: "Gifts. Gear. Grand Marais."

The Microtel Component: Harbor Studio

Perhaps the most transformative addition is the Microtel, a micro hotel located directly above the flagship retail store in downtown Grand Marais. This innovative approach allows Northern Goods to offer a complete "stay and play" experience. Visitors can now book a stay at the Harbor Studio Microtel and simply walk downstairs to access all the gear, rentals, and local knowledge they need for their adventure. The Microtel opened its doors concurrently with the new flagship store, creating a seamless and convenient hub for North Shore exploration.

Essential Gear, Rentals, and The Flagship Store Experience

While the name has changed, the core mission of providing access to the best outdoor experiences remains. Northern Goods continues the tradition of outfitting adventurers for the myriad of activities available in the Superior National Forest and along the rugged Lake Superior coastline.

Retail and Product Focus

The Northern Goods flagship store, located at 22 E 1st St. in Grand Marais, is a destination in itself. It is stocked with all the essential gear that Stone Harbor was known for, ensuring visitors are prepared for camping in the Superior National Forest, portaging through the Boundary Waters, or hiking the local trails. The retail selection has been enhanced to include a broader range of "Northern Goods products," including Minnesota-themed gifts and locally relevant products, reflecting the new owners' background and vision.

Tours and Rentals for Every Adventure

Northern Goods proudly carries on the tradition of offering key services that make the North Shore accessible to all skill levels. They provide rentals and outfitting services for various activities, including:

  • Kayaking: Gear and guidance for paddling on Lake Superior or the inland lakes.
  • Canoeing/Portaging: Essential outfitting for multi-day trips into the BWCAW.
  • Biking: Equipment for exploring the trails around Grand Marais.
  • Camping: High-quality supplies for overnight stays.

The new business structure has also introduced the "Northern Goods Insider" program, which offers a lifetime discount on their products, rentals, and tours, incentivizing a deep, ongoing relationship with their customer base. This focus on continuing the rental and outfitting services ensures that the legacy of Stone Harbor as a trusted wilderness supply resource is preserved under the new brand.

The transformation from Stone Harbor Wilderness Supply to Northern Goods is a dynamic example of how beloved local businesses can evolve while maintaining their core values. Under the new leadership of Steph and Mitch, the new entity offers an expanded, modern, and comprehensive experience for all who visit Grand Marais, combining essential outdoor gear with comfortable lodging and a curated retail selection, making it the premier hub for all things "Northern."

The Stone Harbor Wilderness Supply Rebrand: Everything to Know About Northern Goods and the New Microtel in Grand Marais
stone harbor wilderness supply
stone harbor wilderness supply

Detail Author:

  • Name : Berry McCullough
  • Username : ortiz.dortha
  • Email : rschmidt@bayer.com
  • Birthdate : 1972-08-01
  • Address : 278 Olaf Lane East Melba, OR 41643-3961
  • Phone : 402-719-4257
  • Company : Wintheiser PLC
  • Job : Molding Machine Operator
  • Bio : Ut voluptatem excepturi enim et consequatur error qui. Veritatis saepe enim minus quibusdam. Et hic illo labore laborum qui vel. Voluptatibus ipsa at adipisci maxime eos sed aut animi.

Socials

instagram:

  • url : https://instagram.com/erin_official
  • username : erin_official
  • bio : Autem ut facere eveniet et. In qui corporis culpa beatae consectetur amet accusamus.
  • followers : 5446
  • following : 2558

tiktok:

  • url : https://tiktok.com/@o'conner2025
  • username : o'conner2025
  • bio : Minus quis omnis impedit voluptas velit aspernatur nesciunt.
  • followers : 1050
  • following : 2610

twitter:

  • url : https://twitter.com/eo'conner
  • username : eo'conner
  • bio : Suscipit iusto hic eos dolore ut ab rem. Necessitatibus ea assumenda reiciendis architecto modi. Ad inventore nemo corrupti eius.
  • followers : 6419
  • following : 2109

linkedin:

facebook:

Random Posts