This week’s chamber check in took us right around the corner to our neighbors at Sherper’s. Since 1935, Sherper’s has grown from a small shop to one of the region’s most beloved outdoor retailers, all while staying family-owned and family-focused across four generations. Sarah Scherper shared some business highlights with chamber executive director Kelly Webster.

Walk into any Sherper’s location (in Hales Corners, Oconomowoc, or Port Washington), and you’ll hear customers chatting about their memories, from years or even decades ago. Sarah told us that it is one of her most favorite parts of the job, hearing these stories from long-time customers. Shoppers often smile as they share how they first came in with parents or grandparents hunting for camping gear, military surplus, or that perfect piece of outdoor apparel. For many locals, a visit to Sherper’s is like visiting an old friend. Sarah shared that one of the things customers appreciate is the predictability of Sherper’s offerings. They know exactly what to expect when entering the store.

That personal connection is the result of 90 years of commitment to quality products and genuine customer care from real people who use the gear they sell. And the team at Sherper’s is always pivoting to meet the needs of their customers. They recently brought in the beloved brand Vuiori and were recently designated as an authorized Birkenstock dealer.

One of Sherper’s most charming pieces of history centers on how the store got its name. The family’s last name was originally Scherper — with a “C.” But when founder Sam Scherper opened the business in 1935, he could only afford a sign with eight letters. So he made a choice: drop the “C.” And just like that, Sherper’s was born!

That little missing letter became more than a name; it became a symbol of resourcefulness and value — traits that the Sherper family still celebrates today. The “Lost C” lives on as the brand name of their legendary downstairs discount section, where customers can find last year’s styles, scratch-and-dent products, and great deals on outdoor gear.

To learn more about Sherper’s and other members of the Oconomowoc Chamber of Commerce, please visit our Business Directory.