Yellow Wood
Yellow Wood

401 e. silver spring drive, whitefish bay, wi 53217

Hours: M Tu W F 10a-7p | Tr 10a-9p | Sa 9a-7p | Su 12p-5p
Phone: 414-332-3636

Two roads diverged in a yellow wood

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We aim to provide excellent service. We want you to feel at home in our store; comfortable enough that coming back - even just to talk - will make us just as happy as it was to sell you some of our premier products. We have shopped with you in mind and want feedback to try and supply you with what you need to get out and enjoy the great outdoors. Remember…we want to be where you come when you take the road less traveled!


We have found dozens of vendors who are Bluesign certified. The Bluesign® system unites the entire textile supply chain to jointly reduce its impact on people and the environment by:

  • Uniting the textile supply chain
  • Eliminating substances posing risks to people and the environment from the beginning
  • Responsible use of resources
  • Safety for people and the environment

Our goal is to link chemicals suppliers, textile manufacturers, and brands together to foster a healthy, responsible, and profitable textile industry.We buy US made when available and try to buy from vendors with amazing stories. Each of these wonderful vendors have amazing stories to tell. Please come in and let us share them with you!


"A strong feeling of enthusiasm or excitement for something or about doing something”. Webster just defined why we opened this store and why we believe that you will have an exceptional experience shopping at Yellow Wood. Our founders and team members have worked tirelessly to find premier products to sell to you. We are strong believers in ‘PRO-testing’ all of our products. We have even chosen to spend several nights in tents suspended outside the back doors of our own homes! We believe that you deserve the best when enjoying the outdoor world and we want to be THE place you go to find it.


The Yellow Wood team partnered to create a premier outdoor gear store. To that end, we share quality functional products that make your outside experience more pleasurable than you ever dreamt.

Yellow Wood believes in gear with a conscience, passion for what we do and purpose to create a better society and community through philanthropy and community engagement.

We feel that it is our responsibility to provide our community an experience rich with knowledge, tactile satisfaction and needs met.

We strive to create a relationship with our customers and our community. We will be sharing our success with local charitable foundations and partnering with them to find collaborations and activities for our clients and staff. Cause marketing is how we do business.

Our name is carved from the Road Not Taken poem by Robert Frost. We know that choices are ours to take. When given the choice, take the pretty way!

Our Founders

Moshe Katz

Moshe Katz

Married to Debra and father of Cydny and Gabe, is a family man, a teacher, an entrepreneur and a community activist. He has 25+ years of experience in his real estate ownership/management business. Moshe has utilized his masters ... Read More

Marty Stilling

Marty Stilling

Born in Vienna, raised in Chicago, educated in Michigan and elsewhere, Marty is the quintessential outdoor entrepreneur. After trading in his passion for sports to camping and climbing at the Hamilton Road Alpine Club in the early ... Read More

“The master in the art of living makes little distinction between his work and his play, his labor and his leasure, his mind and his body, his education and his recreation, his love and his religion. He hardly knows which is which. He simply pursues his vision of excellence at whatever he does, leaving others to decide whether he is working or playing. To him he is always doing both.” - Lawrence Pearsall Jacks

Our Team

Our team ranges in age and experience, backgrounds and education, religion, race and culture. This diversity, and our passions, results in a team that is ready to provide you with an opportunity to be in a store that might actually change your life! Let us be your guides *Throughout our site, you'll see the word 'pro-tester.' What does that mean? We're passionate about bringing to our market brands that prioritize sustainability and earth-conscious practices in producing their goods. We then take cutting-edge products from these lines and test them ourselves to ensure that we're familiar with how the items function and that the goods we carry are thoroughly-vetted to ensure that what we're selling is high-quality and reliable.

Susan Masket

Susan Masket

Debra Katz

Debra Katz

Cyd Katz

Cyd Katz

Store Manager
Sarah Pollack

Sarah Pollack

Marketing Manager

We Vendors!

Canada Goose
Big Agnes
Outdoor Research
La Sportiva
Go Pro
Topo Designs
Black Diamond
Mountain Equipment
Frost River

Our Return Policy is Simple

We will exchange unused purchases for different sizes or even different products. We will provide in store credit for the value of the un-used item at the time the item is returned if there is no receipt. Should you have a receipt, then the value of the item at purchase will be given as an in-store credit, debited to a credit card or cash returned if that was the method of payment. We ask that no product be returned beyond 30 days. Most of our vendors have their own policy for manufacturer defects. We will be more than happy to provide you with their contact information in-order to expedite your return. If they allow us to be a go between, you can count on us to be sure you are properly cared for.

Contact Us

401 e. silver spring drive, whitefish bay, wi 53217

Phone: 414-332-3636 | Email: info[at]

Feel free to contact us, we’re here for you!