Utah — Backcountry.com has a brand new proprietor.
This week, CSC Technology Enterprise (CSC) introduced that it has acquired Backcountry.com. This consists of names owned beneath the Backcountry model, together with MotoSport, Aggressive Bike owner, and Steep and Low-cost. Backcountry additionally has 9 brick-and-mortar places. It was offered by TSG Shopper Companions, which purchased Backcountry for $350 million in 2015.
Justin Yoshimura, who’s the founder and CEO of CSC, defined why they acquired Backcountry of their press launch:
“We had been drawn to Backcountry for a number of compelling causes: their in depth and diverse product vary, deep connections with the out of doors group, and the outstanding ardour and loyalty of their prospects. By integrating their strengths with our dedication to digital innovation, we consider there may be important potential for continued development.”
Eoin Comerford, the previous CEO of Moosejaw, defined on LinkedIn that the CSC has constructed itself round shopping for distressed retailers and fixing them up. He pointed to its 2019 trademark scandal, the poor launch of its non-public label manufacturers, the location of its retail shops in pricy places, and a poor advertising and marketing presence on the 2023 Outside Retailer Expo, the place it tried to advertise its wholesale merchandise, as the explanations for Backcountry’s decline.
Backcountry was as soon as a beloved model. Its complete on-line retailer choices had been strengthened by its Gearheads, workers who requested prospects questions on numerous subjects. Nonetheless, that tone shifted after it got here to gentle in 2019 that Backcountry sued different companies for having related names. This grew to become a reasonably large scandal within the leisure world. The state of affairs finally led to the firing of their CEO. On-line out of doors gear retailers are a aggressive market, with massive names available in the market like REI, Sierra, Dick’s Sporting Items, and naturally, Amazon, competing in opposition to Backcountry.
In accordance with Backcountry CEO Melanie Cox, the acquisition will enable
the retailer to develop their “market presence and proceed delivering excellent out of doors experiences.” Backcountry additionally goals to develop its non-public labels by introducing its namesake model at numerous retailers, which can occur this fall.
Picture Credit: Backcountry.com
