Rocky, the Canadian personal care brand formerly known as Rocky Mountain Soap Co., continues to expand beyond its Western Canadian roots buoyed by a redesign of its stores in recent years to emphasize nature, hands-on product discovery and community.
True to its nature-first ethos, Rocky’s stores are anchored in the company’s philosophy of connecting with nature. The exteriors feature a deep earthy green, reminiscent of walking into a forest. Paired with lush plants and organic textures, the space becomes an environment that invites customers to slow down and connect. The result is a space that feels less like traditional retail and more grounded and human.
At the heart of this is Rocky’s signature quartzite community sink: a sculptural focal point designed not just for product testing, but for gathering. It’s where customers are invited to connect, explore, and experience Rocky’s products in a hands-on, sensorial way. It’s immersive, communal, and quietly powerful from a design perspective, turning something as simple as a sink into the emotional centre of the space.
Beyond design, Rocky’s stores are built around people. At the heart of the experience are store associates who meet customers where they are, offering thoughtful, personalized recommendations rooted in care. It’s not just about selling a product; it’s about building authentic, lasting relationships in a space designed for discovery and connection.
Karina Birch, owner of the brand, said the brand’s first store opened in Canmore, Alberta in 1998. The current ownership bought it in 2000.
There are 14 stores – 10 in Alberta (the Bow Valley, Edmonton, Calgary, Red Deer, and Lethbridge, and Winnipeg, Saskatoon, and two in the Greater Toronto Area.
Birch said the most rent openings were in Ontario at CF Sherway Gardens and Upper Canada Mall in Newmarket. They opened within the past year.
“The name changed last year. The official change was the summer of last year. We had been slowly working up to that change for the last 10 years informally, because customers referred to us as Rocky. Internally, we called the company Rocky, and we used that language on some of our marketing materials, blogs, gift sets, packaging, emails. So we were informally using the term Rocky, and then we formally made the change across all of our branded assets in summer 2025,” said Birch.
The Canmore store was renovated about three years ago.
“The biggest change is that our sinks got bigger, so we leaned into the experience, building out the experience at the sink. We’ve had sinks in the stores for 20 years, but now we’ve expanded them considerably and made them a feature. They often sit in the centre of the store, and that’s a really important part of the physical experience of the brand,” explained Birch.
“It’s the one time customers get to luxuriate in unique combinations of all our products. At the sink, you can go beyond trying just the soap or body scrubs. It’s almost like entering our lab. The team focuses on coming up with unique combinations . . . Basically, you get to play around like you’re in a lab and try unique combinations, creating beauty or personal care “cocktails,” showcasing versatility and the fact that many products are multitasking formulas. You can use them in three or four different ways.
“The sinks have been the biggest change. We’ve also leaned more into bringing nature into the store, so you’ll see more plants and branded content on our screens, telling stories about our connection to nature and highlighting product launches. You’ll also see lifestyle pieces throughout the store, like photography, books or other lifestyle items.”
When it comes to growth, Rocky is focusing on Ontario.
“We’re looking at new locations to supplement the two stores there. Once we feel we have the traction we want in Ontario, we’ll look to the West Coast. But for now, our focus is Ontario,” added Birch.
More from Retail Insider:
- Rocky Mountain Soap opening new location in Saskatoon’s Midtown Mall
- Rocky Mountain Soap Co. Opens New Store with Fresh Branding
