The Alley Trading Card Shop Celebrates Grand Opening in Lake Oswego

Kevin and Collin Love opened The Alley, a trading card specialty shop in Lake Oswego, Oregon, on July 17, 2026. The business launch drew a crowd of approximately 50 customers, including parents and collectors, who waited in line for the store’s official opening.

The venture marks a business entry into the collectibles market by the Love brothers, with Kevin Love known for his career in the National Basketball Association. The store focuses on the sale and trade of trading cards, targeting both casual hobbyists and serious collectors in the Lake Oswego community.

The Alley Business Launch in Lake Oswego

The Alley opened its doors on July 17, 2026, positioning itself as a hub for the trading card community. According to reports of the opening event, the storefront saw immediate demand, with a queue of roughly 50 people forming before the doors opened. This group consisted of a mix of children, parents, and established trading card collectors.

The establishment of the shop follows a growing trend of athlete-led ventures into the sports memorabilia and collectibles sector. By opening a physical retail location, Kevin and Collin Love are leveraging the tangible nature of trading card collecting, which relies on physical exchange and community interaction.

Market Context for Trading Card Retail

The opening of The Alley occurs within a broader market where trading cards have transitioned from simple hobbies to alternative investment assets. Collectibles, particularly sports and gaming cards, have seen increased volatility and value growth over the last several years, driving the demand for specialized retail environments that offer authentication and a secure trading space.

Retailers in this sector typically generate revenue through three primary streams: the sale of sealed product (booster packs and boxes), the sale of “singles” (individual high-value cards), and the facilitation of trades. The presence of high-profile owners like the Love brothers provides a marketing advantage in attracting foot traffic and establishing immediate brand recognition within the sports community.

Lake Oswego’s demographic profile, characterized by higher-than-average household incomes, provides a supportive environment for the luxury and collectible retail market. The initial turnout of 50 people suggests a concentrated local interest in the niche.