Moosejaw floor displays and fixtures by retail fixture manufacturer Morgan Li
Moosejaw store with custom displays by Morgan Li


Following decades of growth, following, and an acquisition from Walmart, “the most fun outdoor retailer in the world” needed a partner to help create a 6,000 square foot space in downtown Bentonville.

Looking for custom fixtures needed to help shoppers explore and decide, merchandising pros needed a partner to get the job on time and on budget. That’s when they turned to Morgan Li.

About the Client: Moosejaw

If you know them, you know them—and you probably love them.

The self-proclaimed most fun outdoor retailer in the world, Moosejaw has become a household name in hiking, mountain biking, and other outdoor communities. One of the founding fathers of ecommerce, Moosejaw was born when the company’s founders decided that selling camping equipment might be more lucrative than becoming wilderness guides.

The Birth of an Ecommerce Innovator

Opening their first store in 1992, Moosejaw was a hit. This initial success led to a second store in 1994—and a website just a year later. At a time when there were roughly 100,000 registered domains, Amazon was known as Cadabra, and ecommerce was in its infancy, the company launched

This decision set the company on a new trajectory. An innovator in the ecommerce space and a brilliant-yet-quirky marketer, Moosejaw endeared itself with its rapidly growing customer base. Their unique brand voice resonated with customers, and the company’s Moosejaw Madness promotions went viral before ‘going viral’ was a thing.

Growth, Expansion, and Accolades

The 2000s saw the company continue to grow both in-store and online, opening new stores and expending new ones, being named to Internet Retailer’s Top 50, and developing an avid fan base before founders sold their interest to private equity firms in 2007.

Remaining fun, bold, and innovative, Moosejaw continued to grow its online presence and retail footprint. And by 2017, the company found itself ready for a new adventure under new ownership.

A New Era under Walmart

On February 15, 2017, retail giant and Morgan Li partner Walmart announced its purchase of Moosejaw for $51 million. Part of an ecommerce acquisition spree that included,, and others, Walmart bolstered its portfolio with the Moosejaw buy.

But four years later, when Walmart wanted to bring a Moosejaw location to their home in Bentonville, they needed to find a partner with the craftsmanship and capabilities to make the space unforgettable. That’s when they reached out to Morgan Li.

About the Project

Project Location: 111 South Main Street, Bentonville, AR 72712

Moosejaw’s twelfth physical store and first opened since the acquisition, the Bentonville, Arkansas flagship opened in October 2021. Not just a sensible decision to connect the two brands, the decision to open a Moosejaw flagship also was a lucrative one.

Known as one of the top mountain biking destinations in the United States, as well as home to miles of trails, Bentonville was an alluring location. But the company also needed a space to represent the brand, entice passersby and facilitate customer traffic as they browsed and shopped this downtown location.

Moosejaw and Walmart Turn to Morgan Li

That’s when they turned to Morgan Li. Known for consistent execution from our decades-long relationship with the parent company, the Moosejaw store gave the Morgan Li team a bit of freedom to show off the other side of our business—custom fixtures.

And in order to show off the assortment of high-quality items, we worked to outfit the space with fixtures and more needed to leave a lasting impression. Like always, our manufacturing team got the job done on-time, on-budget and just like the rendering.

Moosejaw Store Opens in October 2021

Just blocks from where Sam Walton opened Walton’s 5 & 10 in 1950, the 6,000 square foot Moosejaw flagship is the company’s newest and second-largest store.

In a press release announcing the store, Moosejaw’s CEO Eoin Comerford celebrated the importance of this opening as a way to fill gaps and better connect with the community.

“Bentonville has become one of the top mountain biking destinations in the US, so we wanted to be there and bring cool brands like Evil and Rocky Mountain Bikes to the area. […] Our backpacking and snow sports assortment will also fill gaps in the local market. The Ozarks are right in our backyard and world class skiing is a two-hour flight away.”

From the outdoor clothing space to dedicated areas focused on snowboards, bikes, and accessories, this space has something for everyone. We look forward to taking on future projects and serving both companies with fixtures, furniture, and graphics needed to make spaces unforgettable.

Morgan Li | More than Made

Bring us your wildest designs. Your boldest plans. We want to see them, engineer them and build them. And more.

For over 75 years, the Morgan Li team has specialized in taking our retail and hospitality clients’ plans from concept to rollout, matching specifications and smashing expectations.

Whether you need wood, metal, or print, we’re here to engineer and deliver the furniture, fixtures, graphics, and more needed to deliver an unforgettable experience. Get to know more about who we arehow we work, and who we’ve helped—and contact us to request a quote.