Utah — Backcountry.com has a new owner.
This week, CSC Generation Enterprise (CSC) announced that it has acquired Backcountry.com. This includes names owned under the Backcountry brand, including MotoSport, Competitive Cyclist, and Steep and Cheap. Backcountry also has nine brick-and-mortar locations. It was sold by TSG Consumer Partners, which bought Backcountry for $350 million in 2015.
Justin Yoshimura, who’s the founder and CEO of CSC, explained why they acquired Backcountry in their press release:
“We were drawn to Backcountry for several compelling reasons: their extensive and varied product range, deep connections with the outdoor community, and the remarkable passion and loyalty of their customers. By integrating their strengths with our commitment to digital innovation, we believe there is significant potential for continued growth.”
Eoin Comerford, the former CEO of Moosejaw, explained on LinkedIn that the CSC has built itself around buying distressed retailers and fixing them up. He pointed to its 2019 trademark scandal, the poor launch of its private label brands, the placement of its retail stores in pricy locations, and a poor marketing presence at the 2023 Outdoor Retailer Expo, where it tried to promote its wholesale products, as the reasons for Backcountry’s decline.
Backcountry was once a beloved brand. Its comprehensive online store offerings were strengthened by its Gearheads, employees who asked customers questions about various topics. However, that tone shifted after it came to light in 2019 that Backcountry sued other businesses for having similar names. This became a pretty big scandal in the recreational world. The situation ultimately led to the firing of their CEO. Online outdoor gear retailers are a competitive market, with big names in the market like REI, Sierra, Dick’s Sporting Goods, and of course, Amazon, competing against Backcountry.
According to Backcountry CEO Melanie Cox, the acquisition will allow
the retailer to grow their “market presence and continue delivering outstanding outdoor experiences.” Backcountry also aims to grow its private labels by introducing its namesake brand at various retailers, which will happen this fall.
Image Credits: Backcountry.com
