Behind The Business: Walk in the Woods Bringing Sustainable Style to Downtown Mount Dora

Behind The Business: Walk in the Woods Bringing Sustainable Style to Downtown Mount Dora

Walk in the Woods Offering Eco-Conscious Style in the Heart of Mount Dora 

Business Name: Walk in the Woods
Owners: Dana and Stephen Rocca
Location: 523 N Donnelly Street, Suite 112 (Historic Mardi Gras Building), Mount Dora
Website: https://www.shopwalkinthewoods.com

About the Business

Walk in the Woods is a beloved Mount Dora outfitter specializing in eco-conscious clothing, footwear and accessories from thoughtfully curated brands that champion sustainability, fair-trade practices, and long-lasting quality. The shop carries outdoor-ready gear for hiking, trail running, beach and water activities, travel, and everyday outdoor lifestyle — all chosen to help customers enjoy adventure while minimizing environmental impact.

Since it first opened its doors in 2005, Walk in the Woods has become a mainstay of downtown Mount Dora’s local business scene, offering gear that supports exploration, connection with nature, and lifelong outdoor experiences.

The Story Behind the Business

After decades in corporate careers, Florida natives Dana and Stephen (Steve) Rocca returned to Lake County to raise their family and become more deeply rooted in the community they love. In 2018, they purchased Walk in the Woods — a business that perfectly aligned with their passion for the outdoors and their commitment to sustainability.

Under their leadership, the shop has thrived, more than doubling in size and expanding its reach. In recent years, they opened a second location, Walk in the Woods Outpost, bringing new brands and products to the Mount Dora market. 

Most recently, the Roccas embarked on one of the most exciting chapters in the store’s history: moving into the historic Mardi Gras Building — a landmark that had stood vacant for nearly 20 years. In October 2023, the two separate locations were merged under one roof in this expansive space at Fifth Avenue and Donnelly Street, bringing fresh life to one of downtown’s most visible corners and creating a one-stop destination for outdoor gear and adventure apparel.

This move not only marked a major milestone for the business but also helped anchor downtown growth by revitalizing an iconic building — something the Roccas see as a contribution to the heart of their community.

Community, Chamber Leadership & Local Impact

Dana plays an active role in the community beyond the store’s front doors. She serves on the Mount Dora Area Chamber of Commerce Board of Directors and holds the position of Treasurer, helping support local business advocacy, events, and initiatives that bring residents and visitors to Mount Dora.

Being part of the Chamber has helped Walk in the Woods build meaningful relationships within the business community, gain visibility in local programming and events, and connect with fellow owners who share a commitment to making Mount Dora a vibrant place to live, work, and explore.

What’s Next

Celebrating 20 years in Mount Dora and now firmly established in the historic Mardi Gras Building, Walk in the Woods continues to expand its curated collection and offer new brands in-store. The Roccas remain focused on enriching the Mount Dora community through thoughtful retail, meaningful experiences, and ongoing connection to the outdoors.

Behind the Business — Quick Insights

What inspired the business: Dana and Steve wanted to offer a meaningful alternative to fast fashion by providing sustainable outdoor gear that customers can feel good about wearing and investing in.

Why Mount Dora: As Florida natives with deep ties to Lake County, the Roccas chose Mount Dora for its strong community, small-town charm, and lifestyle that values connection with nature.

Chamber impact: The Chamber has provided visibility, connection, and ongoing support through networking, events, and promotional opportunities.

Biggest lesson learned: Anticipating seasonal cycles and managing inventory to maintain healthy cash flow has been a key challenge — and area of ongoing growth.

Biggest challenge & solution: Competing with online shopping has challenged brick-and-mortar retail. Walk in the Woods responded by creating a customer loyalty program that rewards repeat customers with ongoing perks and savings.

How success is defined today: Success looks like continued growth, deep customer relationships, a respected community reputation, and recognition for offering high-quality sustainable brands that inspire adventure.

Fun fact: The business hosts a free monthly community hike on local trails to encourage people to get outside and experience nature together.