Backcountry.com, the Utah outdoor brand known for its goat logo and semi-annual sales at its West Valley City warehouse, has sold to investment firm CSG Generation, according to a report from Pulse Ratings, Inc.
The Park City-based outdoor retailer is on CSC Generation’s list of brands on its website as of Tuesday morning. CSC bought Backcountry.com from its former owner, another venture capitalist firm, TSD Consumer Partners.
CSC Generation “acquire[s] and transform[s] retailers into high performing, digital first consumer-centric businesses,” its website says.
The sale includes all of Backcountry.com‘s properties, including Steep and Cheap and competetivecyclist.com.
Representatives from CSC and Backcountry.com did not immediately respond to requests for comment. It’s unclear what the acquisition means for the outdoor retailer’s future, though CEO Melanie Cox called the sale a “milestone” in an interview with Pulse Rating.
“Our team is enthusiastic about utilizing CSC’s expertise and resources to accelerate the Backcountry strategy,” Cox said. “We are confident that this acquisition will enable us to expand our market presence and continue delivering outstanding outdoor experiences.”
The news has caught the attention of the outdoor industry online, including former Moosejaw Mountaineering CEO Eoin Comerford. In a lengthy LinkedIn post/analysis, Comerford characterized the sale as a rescue. CSC is a “roll-up of distressed retailers,” he wrote, and Backcountry.com “fell victim to many of the same challenges facing the whole outdoor industry, combined with ecommerce profitability squeeze created by ever-increasing marking and shipping costs... challenges with I can certainly empathize” (Dick’s Sporting Goods bought Moosejaw from Walmart in 2023 and shuttered many of its storefronts).
Outdoor industry journalist and podcaster Colin True also dissected the news on his podcast, “Rock Fight.” Best case scenario, True said, the sale could bring Backcountry.com back to life after a slow fall from grace.
“There was a time when Backcountry.com was it,” True said. “They were the cool brand and retailer; we all wanted a goat sticker on our car. And then, for whatever reason, that has dropped off over the past decade to the point where I don’t even consider them anymore when I want to buy outdoor products.”
What once set Backcountry.com apart, True said, were its “gearheads” — customer service employees who “really knew their stuff.” Customers could connect with gearheads online or on the phone to talk through any questions they might have about whatever gear they hoped to buy. Plenty of gearheads were Salt Lake-based outdoor enthusiasts trying to make a living in the outdoor industry.
Backcountry.com faced its share of controversies over the years, including an attempt to trademark the word “backcountry.” The company quietly sued other brands that included the word “backcountry” in their name, including smaller retailers and an avalanche safety course called “Backcountry Babes.” Backcountry.com backtracked after public outcry and calls to boycott, but the company’s reputation in the outdoor industry took a hit.
It’s not yet clear how the sale will impact Backcountry.com’s West Valley warehouse or the future of the company’s roughly 900 employees — if anything, at all.
This story is breaking and may be updated.
Shannon Sollitt is a Report for America corps member covering business accountability and sustainability for The Salt Lake Tribune. Your donation to match our RFA grant helps keep her writing stories like this one; please consider making a tax-deductible gift of any amount today by clicking here.