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Generation Vail

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 Vail, 81657

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About

Generation Vail is the children's shop on Bridge Street, at number 283, in the middle of Vail Village. Its owners describe the Generation stores as kids' ski shops: children's ski clothing and accessories, Vail-branded apparel, and one of the bigger toy sections in the village.

It is built for families. The company describes the Generation shops as bright and designed with children in mind, with a table to colour at and a TV playing kids' movies while parents shop, which makes it an easier stop than most with small children in tow.

What it sells

Expect children's ski jackets, pants and accessories alongside Vail-branded sweatshirts, hats and tees in kids' sizes, plus toys and gifts. It is a place to fill a gap in a child's ski kit or pick up a souvenir, rather than a rental or boot-fitting shop.

Who runs it

Generation Vail belongs to R&R Sports Colorado, a family-owned group of resort shops and rental businesses. Its Vail roots go back to Bob and Erin, the O'Neil and Boselli behind the name O'Bos, who met at the Covered Bridge Store in 1987, founded O'Bos Enterprises in 1992 and opened the first Generation kids' stores in 2005. The business became R&R Sports Colorado in October 2022.

Before you go

The company does not publish store hours online, so call (970) 476-8170 to check. Bridge Street is pedestrian-only, so plan to walk in from the Vail Village parking structure or the free in-town bus.

Sister shops in Vail

Covered Bridge Store: the group's Vail-branded apparel and gift shop at 227 Bridge Street, a few doors down, for adults as well as children.

Vail T-Shirt Company: the group's T-shirt and souvenir shop at 470 East Lionshead Circle in Lionshead.

Vail Style: another R&R apparel shop, at 141 East Meadow Drive.

Base Mountain Sports Vail: the group's ski and snowboard rental shop in Lionshead, if the family also needs rental gear.

Sources: R&R Sports Colorado, Shop Ski Country (company history), Shop Ski Country Vail locations. Checked September 23, 2026.

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Contact Information

Company Name
Generation Vail
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Location
283 Bridge St
Vail, 81657

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About Generation Vail

Quick answer: Generation Vail is a business at 283 Bridge St, Vail, CO 81657. Generation Vail on Bridge Street sells kids' ski clothing, Vail-branded children's apparel and toys, run by family-owned R&R Sports Colorado.

Last updated

Generation Vail is the children's shop on Bridge Street, at number 283, in the middle of Vail Village. Its owners describe the Generation stores as kids' ski shops: children's ski clothing and accessories, Vail-branded apparel, and one of the bigger toy sections in the village.

It is built for families. The company describes the Generation shops as bright and designed with children in mind, with a table to colour at and a TV playing kids' movies while parents shop, which makes it an easier stop than most with small children in tow.

What it sells

Expect children's ski jackets, pants and accessories alongside Vail-branded sweatshirts, hats and tees in kids' sizes, plus toys and gifts. It is a place to fill a gap in a child's ski kit or pick up a souvenir, rather than a rental or boot-fitting shop.

Who runs it

Generation Vail belongs to R&R Sports Colorado, a family-owned group of resort shops and rental businesses. Its Vail roots go back to Bob and Erin, the O'Neil and Boselli behind the name O'Bos, who met at the Covered Bridge Store in 1987, founded O'Bos Enterprises in 1992 and opened the first Generation kids' stores in 2005. The business became R&R Sports Colorado in October 2022.

Before you go

The company does not publish store hours online, so call (970) 476-8170 to check. Bridge Street is pedestrian-only, so plan to walk in from the Vail Village parking structure or the free in-town bus.

Sister shops in Vail

Covered Bridge Store: the group's Vail-branded apparel and gift shop at 227 Bridge Street, a few doors down, for adults as well as children.

Vail T-Shirt Company: the group's T-shirt and souvenir shop at 470 East Lionshead Circle in Lionshead.

Vail Style: another R&R apparel shop, at 141 East Meadow Drive.

Base Mountain Sports Vail: the group's ski and snowboard rental shop in Lionshead, if the family also needs rental gear.

Sources: R&R Sports Colorado, Shop Ski Country (company history), Shop Ski Country Vail locations. Checked September 23, 2026.

Children's Clothing Toy Stores shopping shopping/kids shopping/vail-village
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Business Hours

Open daily · 9:00 AM – 7:00 PM

Amenities at Generation Vail

  • Children's ski clothing
  • Kids' Vail-branded apparel
  • Toys
  • Games and books
  • Gift cards
  • Kids' coloring table and movie TV in store

Frequently Asked Questions

Where is Generation Vail?
At 283 Bridge Street in Vail Village, Vail, CO 81657, on pedestrian-only Bridge Street a few doors from the Covered Bridge. Walk in from the Vail Village parking structure or the free in-town bus.
What does Generation Vail sell?
Children's ski clothing and ski accessories, Vail-branded ("name-dropped") apparel in kids' sizes, and toys and gifts. The company describes the Generation stores as carrying "children's ski clothing and anything SKI, resort name dropped apparel, and the best toy sections around"; the store's own Google description adds toys, games, books and stuffed animals.
Does it rent skis?
No. Generation Vail is retail only. For ski and snowboard rentals, the same company, R&R Sports Colorado, runs Base Mountain Sports in Lionshead.
What are the hours?
The company does not publish this store's hours on its websites, and third-party listings disagree, so call (970) 476-8170 before you go, especially outside the ski season.
Who owns Generation Vail?
R&R Sports Colorado, a family-owned company based in Edwards, Colorado. Bob and Erin (O'Neil and Boselli) founded it as O'Bos Enterprises in 1992, opened the first Generation kids' stores in 2005, and the company took the R&R Sports Colorado name in October 2022. It also runs the Covered Bridge Store, Vail T-Shirt Company and Vail Style in Vail.
Is it good with small children?
It is designed for them. The company says the Generation stores are bright, kid-focused shops with a table to colour at and a TV playing kids' movies while parents shop.
How do I contact the store?
Call (970) 476-8170 or email [email protected]. The store's Facebook page is Generation.Vail.
Does Generation Vail sell gift cards?
Yes. Gift cards are an R&R Sports Colorado / Shop Ski Country service, and the company site offers a gift-card balance inquiry.
Are there other Generation stores near Vail?
Yes, two sister stores run by the same company: Generation BC at 46 Avondale Lane in Beaver Creek and Generation Aspen at 555 E Durant Avenue in Aspen.

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