Whole Earth Provision Company, the Austin-based outdoor retailer, said it will launch its first ever online store. The retailer is also celebrating its 40th anniversary and has grown to eight locations over the last two years.

“We feel fortunate to have had such amazing growth and success over our 40 years in business, especially given the volatile state of our economy and competitive growth throughout Texas,” said Jack Jones, co-founder, Whole Earth Provision Company. “Whole Earth Provision Company is proud to have such dedicated customers and employees, and looks forward to continuing its tradition of quality, selection and service for many years to come.”

The company said it was founded in 1970 by a school teacher, two anthropologists and an interior designer with less than $5,000 in starting capital. Forty years ago the team raced to open the doors before the holiday, selling almost every item in the store within 10 days. Since that day, Whole Earth Provision Company has added many more products, seen steady growth and constantly evolved with the times and economy.

Now, the company has over 300 employees working at its administrative office, distribution center and eight retail stores – three in Austin, two in both Houston and Dallas, and one in San Antonio. In the past two years alone, Whole Earth Provision Company has grown 30% in number of stores, over 34% in sales and more than 28% in number of employees, company officials said. 


“We are celebrating this milestone with promotions and events throughout the year. We're even introducing a new online store to enable our customers to spend more time where they want to be – outside,” added Jones.

40 Year Anniversary Events


  • In-store parties in each retail store with special, custom birthday cupcakes, raffle drawings, giveaways and a grand prize of travel clothing and gear valued at over $800 on Dec. 14, 2010 from 12 – 2 p.m. CT
  • Free Whole Earth Provision Company 40th anniversary bumper stickers and koozies while supplies last
  • Customer promotion: During the 40th Anniversary Year a series of promotions will be held involving customers bringing in their old Whole Earth Provision Company T-shirts or photographs of them in their T-shirt while out on various adventures to receive a valuable gift. Further details will be announced at a later date
  • Launching online store – Within the year, customers will be able to shop for their Whole Earth Provision Company favorite items online
  • Special commemorative T-shirt will be supplied to all employees
  • Vintage Whole Earth Provision ads will be running throughout local media outlets
A Tradition of Giving

Over the last four decades, Whole Earth Provision Company has become known for promoting environmental stewardship through a shared philosophy seen throughout its suppliers. Additionally, the company has worked with dozens of Texas nonprofit organizations assisting the underprivileged and serving as ambassadors for preserving the environment. Whole Earth Provision Company has also been a promoter of outdoor activities through regular, ongoing clinics that aim to educate and inspire Texans with everything from camping tutorials to presenting the annual Banff Mountain Film Festival.

The company operates eight full-line retail stores and one The North Face branded store throughout Texas, including locations in Austin, Houston, Dallas and San Antonio.