Backcountry.com

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Backcountry.com is an American online specialty retailer that sells clothing and outdoor recreation gear for hiking, camping, road biking, mountain biking, rock climbing, winter sports, fly fishing, kayaking, rafting, road and trail running, and more.Script error: No such module "Unsubst".

History

Backcountry.com was founded in 1996 by Jim Holland and John Bresee. The two started the online business with a sparse collection of avalanche gear and began selling gear from their garage in Park City, Utah under the domain names BCstore.com and BackcountryStore.com.[1] The store's first sale, a Pieps 457 Opti-finder avalanche beacon, happened in February 1997.[2] The company purchased the domain name backcountry.com for $75,000 in 2004.[3]

Backcountry.com quickly became one of a very few profitable retailers and competed with REI for the lead in this category. REI never lost the lead. After rapid product growth Backcountry began to court other categories including discount and One Deal At A Time (ODAT)[4] In an attempt to regain focus and target bargain-seekers, the company added niche websites such as SteepandCheap.com and outlets such as the now-defunct BackcountryOutlet.com and Tramdock.com. Deeply discounted product was eventually moved to an Outlet section accessible from the Backcountry.com homepage.

On May 7, 2007, it was announced that a controlling stake in Backcountry.com was sold to Liberty Media Corporation, which also controls QVC and other e-commerce companies.[5] This transferred effective ownership of the company to billionaire John C. Malone.

On Dec 5, 2013, Backcountry announced its acquisition of German online outdoor retailer Bergfreunde.de.[6] Bergfreunde was founded in 2006 in Kirchentellinsfurt, Germany where the business first sold clothing and gear for climbing and mountaineering. Bergfreunde has since expanded its product selection to include gear for hiking, camping, snowsports, and avalanche safety.

On July 1, 2015, TSG Consumer Partners purchased Liberty's stake in Backcountry. In the Fall of 2024, CSC Generation completed their acquisition of the company.[7]

In December 2015, Backcountry CEO Jill Layfield resigned from her position as Backcountry.com CEO after working for the company in various capacities for 11 years.[8] In June 2020, Melanie Cox became CEO.[9] Cox replaced Jonathan Nielsen who had served as CEO since March 2016.[9] As of January 2025, Melanie Cox is no longer the CEO.

Lawsuits

In October 2018, Backcountry.com filed for trademarks protecting the word “backcountry", then proceeded to file lawsuits against smaller companies with the word "backcountry" in them, such as Backcountry Denim (now known as BDCo), Backcountry eBikes (now known as Backcou eBikes), Backcountry Babes (a female avalanche education clinic), and Marquette Backcountry Skis.[10][11] This slew of lawsuits has caused huge controversy with backcountry enthusiasts around the world, leading to a current social media backlash in late October 2019.[12] On November 6, 2019, the company dropped one of the lawsuits and apologized for starting the controversy.[13]

Backcountry Athlete Sponsorship

Backcountry.com launched a non-traditional athlete sponsorship program in 2008, which requires that the athletes promote themselves and the brand they represent through social media.[14][15] Backcountry.com-sponsored athletes are responsible for actively driving traffic to Backcountry.com through YouTube, Facebook, Twitter, Myspace, and blogs.[14]

The program also acted as an affiliate marketing program in which Backcountry.com provided athletes with tools to track and measure their online impact and athletes got a percentage return on each sale that is referred through their community presence. That program is no longer running.[14]

References

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  1. ↑ Peters, Kurt. The Age of Innovation, December 2005, Internet Retailer
  2. ↑ The Retailers, Outside Magazine, March 2009, page 61
  3. ↑ Script error: No such module "citation/CS1".
  4. ↑ Internet Retailer, 2005
  5. ↑ Press Release, May 2007
  6. ↑ Press release, Dec 2013
  7. ↑ Script error: No such module "citation/CS1".
  8. ↑ Script error: No such module "citation/CS1".
  9. ↑ a b Script error: No such module "citation/CS1".
  10. ↑ Script error: No such module "citation/CS1".
  11. ↑ Script error: No such module "citation/CS1".
  12. ↑ Script error: No such module "citation/CS1".
  13. ↑ Script error: No such module "citation/CS1".
  14. ↑ a b c Backcountry.com team athletes get after it...on the Interweb, April 28, 2008, Climbing Magazine Script error: No such module "webarchive".
  15. ↑ Backcountry.com Adds More Rippers to Line-up, March 31, 2008, Transworld Business

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External links

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