Outdoor brand Chêne Gear is planning its first Georgia location, slated to open at 2391 Peachtree Road NE, Suite 203, in Peachtree Battle Shopping Center in Buckhead. Expected to open this fall, it will mark the third location for the brand, joining existing locations in Memphis, Tenn. and Stuttgart, Arkansas.
Founders Jeff Jones, Field Norris, Jeff Farmer and John Strange launched Chêne Gear in 2021 when they could not find high-quality waders on the market and decided to begin making their own. Now, the brand carries outdoor apparel, ranging from waterproof jackets to hunting boots.
“Early on, it was all about the hunt lifestyle and now it’s evolved into a Southern outdoor lifestyle brand,” Doug Schmidt, head of retail, told What Now Atlanta.
Chêne Gear sells all of its products in house, exclusively at their brick-and-mortar stores and on their website. The 5,800-square-foot store in Atlanta will carry their product lines and aim to reflect the founders’ story as well as elements of the Atlanta community.
“We really wanted to serve a large community where our brand fans are at, and Atlanta rose to the top of that list quickly,” Schmidt said. “We really like the community character in the Buckhead area, so it was great to match those two together.”
Moving forward, the Chêne Gear team is eyeing other major markets across the Southeast for new brick-and-mortar stores. Schmidt said they are looking to expand with a couple new stores each year.
