Richard Harley opened the original Valhalla Pure Outfitters franchise on Fifth Street in Courtenay in 1997.
After proving through sales growth that the market was viable, he sold the business in 2004 to his manager and his family.
After the business failed in December for reasons not related to the size of the market, Harley decided to re-open under new management, ownership and staff in July.
The new location is 2885 Cliffe Ave. at 29th and Cliffe.
The store specializes in a few select brands such as Arc'teryx, Icebreaker Merino, Kuhl, Marmot and The North Face, along with a variety of footwear and other brands that round out what the outdoor enthusiast expects to find in an outdoor store.
Prices match big-city, big-box stores, but service has a small town feel.
The grand opening is Sept. 19 to 22.