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.