Trailheads

Gazing out of a picture window at the back of Nomads Adventure & Active Wear, we soak in the view of boats bobbing in the water, moored to wooden docks. “Some fishing boats have had those slips for generations,” says Hannah Wolken, owner of Nomads, a 25-year-old outdoor specialty store in downtown Portland, ME.  

It’s mid-April, and the Trailheads crew is visiting Nomads as part of our New England Switchback Roadshow. During the week, we’re meeting dealers to learn about their businesses and local communities.

The view from the store window is a postcard picture of New England, and a person can imagine casting off their lines to head for the horizon and go exploring. It’s the perfect scene for a shop that caters to adventure travelers and outdoor enthusiasts.

Fashion and Function

Located in the city’s Old Port district, near downtown, Nomads occupies a long, narrow building that measures only 1,800 square feet. Wolken, who has owned the store since 2022, carries 90 percent clothing and only 10 percent gear, which makes sense, considering it’s difficult to display an array of hardgoods in such limited space.

While she doesn’t have the room or gear selection of her nearest competitor—an REI store about 20 miles away—she competes by offering a curated mix of stylish performance clothing.

“We focus on the average outdoor enthusiast and traveler with clothing that’s borderline technical outdoor wear and everyday wear,” says Wolken. “It’s stuff that’s going to dry quickly if you wash it in a hotel room sink and stuff that doesn’t wrinkle.”

While the clothes must perform well, it’s equally important that they look good. “We position ourselves as travel and outdoor, but almost all of the things we carry transition to everyday wear,” says Wolken.

Her top sellers include well-known manufacturers like Patagonia, Kuhl, and Prana. However, with most brands, she avoids common styles that target the masses and opts for unique, stylish pieces, like Patagonia hiking pants that resemble chinos.

Wolken also seeks out lesser-known brands and products you won’t typically find in an outdoor specialty store. For example, she stocks apparel from Indyeva, a small Montreal company whose pieces include unusual patterns and appear dressier than traditional outdoor wear. Also, Nomads carries shirts from Club Ride, a mountain biking brand whose products are more stylish than typical cycling apparel.

Catering to Cruisers

While Nomads has an eye for style, the shop also stocks practical items, such as flip-flops and low-priced ponchos, to serve a growing number of tourists and New Englanders visiting the area in summer and fall.

“December used to be our busiest month, but now it’s July through October,” says Wolken, noting that Portland has become a more popular destination both for tourists and New England residents.

Portland’s growing popularity is partly due to an influx of cruise ship passengers arriving from Canada, Boston, New York, and Florida. “From July through October, almost every day a cruise ship comes in, and there can be as many as 8,000 passengers in town,” says Wolken, adding that the cruisers visit her shop to get things they need for day excursions and to pick up items they forgot to pack. “It definitely brings in a lot of foot traffic.”

Navigating the Future

While business is good at Nomads, there is concern that foot traffic could fall off this summer. Maine officials say fewer Canadians will visit the state in the coming months due to tariffs and ill feelings toward the U.S. government. Also, fewer Americans may travel this summer due to inflation and fears of a recession. As retailers face a potential decline in traffic, they could also see their sales wane if gear and apparel companies raise their prices.

“I think the uncertainty is causing consumers to be slightly more cautious in their spending,” says Wolken. “Right now, year to date, we’re similar to the last couple of years, but I’m worried that will decline.”

Still, she’s optimistic. “I think people are still booking travel,” says Wolken, noting that a healthy number of customers are still visiting the shop to prep for popular adventures like walking the Camino de Santiago pilgrimage route in Spain. Even in a rocky economy, people yearn to escape and explore.  

Before we leave the store and continue our Roadshow, there’s time for one last look out of the large back window in Nomads. As we admire the idyllic scene of boats in the harbor, there’s that familiar urge to pack a bag, climb aboard, and voyage to some faraway place.

Check back to read more store profiles from our New England Switchback Roadshow.