Open at 1350 South Broadway since December 7, Denver Ski Company is filled with skis, snowboards and gear that manufacturers wanted out of their warehouses, either because they were overproduced or because newer models have come in.
"A lot of our inventory is clearance and last year's models, so we're able to offer some really deep discounts on brand-new equipment," Sullivan says. "That's something our competitors really don't offer."
The gear, including skis and snowboards, includes popular brands like Armada, Elan, Tecnica, K2 and Atomic. According to Sullivan, the shop sells "anything you need to go skiing, honestly. From socks to helmets and goggles."
Some of the items at Denver Ski Company are new, but unlike larger retailers like Evo, Epic or Christy Sports that mostly sell the latest gear, more than half of the inventory at Denver Ski Company is either from last year or was cleared out by other retailers. The store also offers tuning and repairs for skis and snowboards, and has plans for online sales in January.
And that's not all: Within the next three or four months, a bar will open next to the spacious shop. It will be owned and operated by Pouring With Heart, but Denver Ski Company will have an entrance to the bar right next to its aisles.
Sullivan worked for Christy Sports, an outdoor retailer, for 35 years. Through his business partners at Ski Barn in Durango, he has connections to ski and snowboard manufacturers for discounted wholesale merchandise. Instead of people who care about having the newest toys, Denver Ski Company is targeting "a segment of the market that's out there [who] don't care if it's last year's color or last year's model number," he says. "They just want a good, comfortable ski boot or a great skiing ski. They don't have to have the latest and greatest."
"Whether it's a color change or maybe a name change, it's not a whole lot different from one year to the next," Sullivan adds. "But I'm able to offer the clearance equipment anywhere, for honestly anywhere between 40 to 70 percent off of the regular retail price."
Sullivan remembers the days when large retailers hosted clearance sales like Powder Daze, Ski Rex and Sniagrab —and how popular they were. "People would camp out the night before to get into these," he recalls.
Although Powder Daze still happens online, Sullivan says the departure of the annual super sales left a void, one that he can fill throughout the year.
"It seems no one is willing to do these sales any longer. They take a lot of time and manpower," Sullivan acknowledges. "We've got the product, and it's not just a weekend sale. ... There are still consumers out there that are looking for good ski equipment. Now we're able to offer it on a year-round basis."
Although Powder Daze still happens online, Sullivan says the departure of the annual super sales left a void, one that he can fill throughout the year.
"It seems no one is willing to do these sales any longer. They take a lot of time and manpower," Sullivan acknowledges. "We've got the product, and it's not just a weekend sale. ... There are still consumers out there that are looking for good ski equipment. Now we're able to offer it on a year-round basis."
Most people have to buy clearance inventory online, Sullivan says, but they're left without professionals to help them in person, answer their questions or fit them for gear like ski boots, which are meant to mold to particular feet.
"What we found is the majority of people that are looking for discounted stuff usually have to go online and buy from, say, Facebook Marketplace," he says. "But you don't really get to try on a boot or talk to somebody about the specifics of a ski."
The new store owner hopes his lower prices will get more people into skiing, too.
"There really is an aspect in this of just trying to make skiing as approachable and affordable as possible," Sullivan says. "Unfortunately, I'm not going to be able to help anybody with lift tickets...but just to get started in the sport is difficult. It's not a cheap sport, by any means."
