DULUTH — Free Air Life Co. is celebrating its new, larger location during a grand opening event Saturday.
The outdoor lifestyle retail shop is now situated within the multi-level historic Cartier Building at 2631 W. Superior St. after outgrowing its former storefront at 12 N. 20th Ave. W.
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The property was purchased by Vista Fleet and Zenith Adventure owners Sarah and Justin Steinbach in July 2023. They first opened Free Air Life Co. on Dec. 9, 2019.
The couple also plans to open Zenith Basecamp, a glamping-style hostel, as well as Altitude cocktail bar, on the upper level March 1.
The hostel and bar were originally expected to open last fall, but some major unexpected improvements were needed to convert the former office space, including a new sprinkler system, fireproofing, new electrical and plumbing. The building will be wheelchair accessible upon the hostel’s official opening.
The Steinbach family’s travels to national parks across the country in their old Winnebago have provided them with plenty of ideas to bring back to Duluth for their various businesses.
Free Air Life Co.'s name was inspired by the Norwegian term “Friluftsliv,” which translates to “open-air living.” The business promotes a lifestyle of celebrating freedom and spiritual connection with nature, Sarah Steinbach said.
“You just have to take that first step,” she said. “Go walk the trails of Duluth and just get out and appreciate it.”
Co-owners and travel friends Sarah Steinbach and Sarah Pohl bought out Jason Steinbach’s share of the store after deciding to relocate. Pohl has managed Free Air Life Co. since its inception and handles social media for Zenith Adventures.
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The shop moved to the opposite end of the Lincoln Park Craft District to double its floor space, add two Americans with Disabilities Act-compliant dressing rooms and expand its brand offerings.
“A lot of our brands here are sustainably made or made with recycled materials, and a lot of them have missions,” said Pohl. “They give back to the outdoors, whether it's planting trees, picking up trash or wildfire prevention education.”
All staff are well-versed in the missions of each brand, and many of the causes are dear to their hearts.
“Jetty is a brand that's out of California,” Sarah Steinbach said. “They just launched some T-shirts and hoodies that all the proceeds go to the wildfires in California.”
The recent deadly disaster strikes close to home for Pohl. Her brother lives in Studio City, California, situated between where the Eaton and Palisades fires started Jan. 7. “They're safe, and we're grateful for that,” Pohl said. “ It was nerve-wracking."
In addition to offering eco-conscious clothing and accessories, Free Air Life Co. hosts local park and neighborhood clean-ups. “We just want to get people outside and give back to nature,” said Pohl.
During its interim, Free Air Life Co. continued to operate solely online.
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The owners are looking forward to joining the activity from nearby Clyde Iron Works, Warrior Brewing Co., Duluth Children’s Museum, Corktown Deli, Duluth Grill, Wild State Cider and more.
“There's gonna be so many cool opportunities for this whole neighborhood to come together and feel like we're right here at this cornerstone of it,” Sarah Steinbach said.
Store hours will be 10 a.m. to 6 p.m. Sunday through Thursday and 10 a.m. to 7 p.m. Friday and Saturday.
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