Silver Creek Outfitters may have begun as a fly-fishing shop, but today its way more than that; it’s a Sun Valley icon. The place where people go to check out unique fashions, accessories, artisan crafted housewares, outdoor gear and, of course, what fish are biting what flies on what river. We revitalized the store with new merchandising, new fixtures and new product adjacencies. The result? A bit less time on the river and a bit more spending in the store.