As we first announced in an email yesterday (and if you didn’t receive an email, you can sign up here: http://www.sugarloaf.com/Email_Lists.html), the Sugarloaf Ski Shop is in the midst of a dramatic makeover this summer, and starting this season it will officially be known as the “Downhill Supply Company.”

This is far more than a name change. The entire shop has been remodeled, re imagined, and reinvented. Much like a general store back in the days of the loggers who first ventured into the Sugarloaf wilderness, the Downhill Supply Co. will be a one-stop-shop for every mountain adventurer. The store will feature skis, snowboards, helmets, gloves, goggles, jackets, boots, and the finest tuning equipment, along with the dedicated and knowledgeable staff you’ve come to trust over the years.

The walls of the old shop have been torn down, providing a huge new space for merchandise, and the tuning area has been moved downstairs to provide easier access and a more convenient experience.

The shop will feature decor that harkens back to the days of the log drives, with reclaimed wood, re-purposed steel roofing, and vintage lighting. Even the counter tops will be made from slices of a single, massive tree.

The end result is a completely reinvented shop, perfectly designed to outfit you for whatever the mountain decides to throw at you.

As you can see from the photos, construction is in progress as we speak, and the new Downhill Supply Co. will open for business during Homecoming Weekend.