If you’ve shopped for outdoor gear in the Northeast, you likely know Eastern Mountain Sports (EMS). Over recent months, you may have seen store closings and liquidation signs and wondered: is EMS going out of business? Here’s what to know. As of mid-2024, EMS is not fully going out of business, but it did experience a massive shake-up, closing most stores, filing for bankruptcy, and selling to new owners. The brand continues in much smaller form, offering both risk and opportunity for shoppers and anyone interested in retail resilience.
Background on Eastern Mountain Sports
Founded in 1967 in Massachusetts, Eastern Mountain Sports once stood as a staple in the outdoor industry. For decades, EMS was where serious hikers, climbers, and campers went for reliable brands and expert advice. You might recall visiting their signature green storefronts if you grew up near New England, or browsing their famously detailed catalogs before the rise of online shopping.
EMS faced challenges over the years. The company changed ownership several times and struggled to compete with giants like REI and Amazon. The COVID-19 pandemic increased pressures, with shifting buying habits and rising costs. By late 2023, EMS was already on the back foot, having reduced locations well below its former peak of over 90 stores.
Bankruptcy Filing in 2024
By June 2024, Eastern Mountain Sports’ parent company, GoDigital, had exhausted its options. Facing unsustainable debts and falling sales, it filed for Chapter 11 bankruptcy protection. In general, Chapter 11 allows a company to restructure debts and try to stay operational, though it often means major changes and court oversight.
Why did EMS hit such rough waters? Several factors contributed. Their brick-and-mortar footprint was expensive to maintain, especially as more customers chose to buy outdoor gear online. EMS also struggled to differentiate itself as newer, specialized brands (and stores with stronger online communities) grabbed market share. Another issue: supply chain snags and inventory gluts made their margins even tighter. Bankruptcy, while drastic, was the only path left to avoid a complete shutdown.
Store Closures and Liquidations
The biggest impact of the bankruptcy was EMS’s decision to close most of its remaining stores. Once the proceedings began, EMS announced liquidation sales at dozens of locations. If you live in Connecticut, Massachusetts, New York, or New Hampshire, you probably saw these sales firsthand. Entire inventories were marked down as the company worked with liquidators to recover as much value as possible.
For communities, these closures meant more than lost places to buy backpacks and jackets. Hundreds of employees received layoff notices. Local economies—many already pressured by big-box competitors—lost jobs and sales tax revenue. Shoppers who relied on EMS for hands-on advice or last-minute gear stops had to look elsewhere.
Store closure lists were posted online, but they often changed week by week. At the end of the process, only seven EMS stores remained, focused mostly in the brand’s historic Northeast core.
Acquisition by Mountain Warehouse
While the bankruptcy news sounded dire, it wasn’t the end for EMS. In July 2024, a UK-based retailer, Mountain Warehouse, acquired the EMS brand, e-commerce website, and a handful of ongoing store leases for roughly $10 million. This move was designed to save what was left of EMS, maintain jobs, and refresh its strategy for the American market.
Mountain Warehouse’s chief executive explained that they were committed to keeping the EMS name and outdoor focus. Their goal was simple: build a profitable, leaner chain using EMS’s legacy strengths. For context, Mountain Warehouse is an experienced player, operating over 300 stores worldwide, mostly in the UK and Canada. Their record in reviving struggling brands is mixed, but they have the outdoor retail expertise that EMS had been missing.
Current Operations and Future Plans
So, what’s the state of EMS today? As of August 2024, only seven physical EMS stores remain open. You’ll find them in high-traffic or historically strong locations—think flagship sites in Massachusetts and New Hampshire. The EMS website continues to operate, offering a more focused product selection. Phone-based customer support and warranty services are running, though with fewer staff than before.
Under Mountain Warehouse, operations look different. The inventory is more tightly managed, with fewer deep discounts. You may notice that some EMS-branded items now appear at Mountain Warehouse’s other stores or online. The new owners have said publicly they want to “grow cautiously and sustainably” and avoid past mistakes of over-expansion.
What can shoppers and outdoor enthusiasts expect moving forward? Here are key points:
- Limited Store Footprint: Store openings will be cautious and data-driven. Don’t expect EMS to return to 90+ stores soon.
2. More Online Focus: E-commerce will be a growth priority. Deals and loyalty programs may increase.
3. Curated Product Lines: EMS will likely shrink lower-performing stock and boost private-label (house brand) offerings.
4. Customer Service Changes: Reduced staff may mean slower responses or fewer in-person experts, at least for now.
Mountain Warehouse may expand EMS again if sales and margins improve. In general, new store openings will depend on how well these first seven locations perform. Industry experts say the risk remains high, but Mountain Warehouse’s deeper pockets and retail knowledge give EMS a stronger survival chance.
Consumer Impact and Public Reaction
If you’re an EMS customer, the changes are real. Gift card redemptions and returns became tricky during the bankruptcy period. Some shoppers reported confusion about which stores remained open or which purchases were still covered by EMS warranties. We recommend you check the EMS website before visiting—hours and policies may have changed.
Outdoor communities across the Northeast expressed disappointment, especially those who worked with EMS for group classes, local trail events, or gear rentals. For example, several hiking clubs lost key sponsorships, and college outdoor programs scrambled to find alternate gear sources.
On local forums and Reddit, reactions ranged from nostalgia (“My first climbing rope came from EMS!”) to frustration (“I wanted to exchange boots, but my store was gone.”) Others view the transition as a smart, if humbling, reset: “Small and focused may be the only way forward for regional chains.”
For those who rely on EMS for gear expertise or unique brands, you may need to be more selective or prepare to shop online. Luckily, some EMS staff and legacy product lines may continue under Mountain Warehouse’s management.
Conclusion
So, is Eastern Mountain Sports going out of business? Not entirely. EMS has closed the majority of its stores and left many communities without a local outdoor retailer. However, the brand itself survived, thanks to a timely acquisition by Mountain Warehouse and a sharper focus on key markets and online sales. In general, EMS persists as a much smaller, leaner business that could thrive—if its new owners steer clear of past mistakes.
For outdoor customers and business-watchers alike, this situation offers both risk and hope. You should set aside time to check EMS’s current offerings, consider store hours before visiting, and look out for any new loyalty or support policies. If you’re in a region where EMS remains, you may find a stronger community connection and better-stocked stores—if the new plan works. If you’re considering retail as a business, studying EMS’s journey offers plenty of lessons in the pros and cons of aggressive expansion and the value of a focused reset.
For more detailed analyses of business turnarounds and small business news, you can visit sites like BizSavvies, which cover ongoing changes in the retail world.
Additional Resources
Where to Find Current EMS Store Locations:
Before your next trip, look up the EMS website for up-to-date store lists and hours. In 2024, only seven stores remain across the Northeast states.
Timeline of Key Events (2024):
May: Rumors circulate about EMS financial trouble; limited information released to the public.
June: EMS parent company files Chapter 11 bankruptcy; liquidation sales at most stores.
July: Mountain Warehouse acquires EMS brand, website, and seven stores.
August: Remaining EMS stores reopen with reduced staff; customer policies updated.
If you’re a business owner, set aside time to benchmark these types of pivots and consider how focused operations—rather than growth at any cost—can sometimes offer a better long-term result.
Long story short: most of Eastern Mountain Sports did shut down, but the brand itself remains alive, just smaller and under new management. As with any restructure, you’ll want to stay informed about locations, policies, and pricing before making your next purchase.
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