Exterior of River Rock Outfitter.
Virginia-based River Rock Outfitter has aimed to build a nurturing and inclusive environment where people can bond and share their outdoor journeys. — River Rock Outfitter

River Rock Outfitter has been named the Southeastern region finalist for the U.S. Chamber of Commerce’s America’s Top Small Business Awards.

River Rock Outfitter isn’t your typical outdoor retailer. It’s a community-focused specialty outdoor brand — and it’s one of few in the industry owned and operated by a woman. That woman is none other than Chief Executive Officer April Peterson.

With a predominantly female staff, Peterson and the River Rock Outfitter team strive to provide every customer with a hands-on experience that focuses on accessibility for all skill levels. It’s through a selective curation process and an emphasis on employee training that Peterson has propelled River Rock Outfitter from local business to community fixture and education hub for all things outdoors. In doing so, the store has seen revenue growth year after year, with a 19% increase in 2023 over the previous year’s numbers and no signs of slowing down.