Backcountry has launched Backcountry Garage, an innovation platform and brand incubator designed to support and scale emerging outdoor brands. The first brand to join the portfolio is eco-focused Utah brand Coalatree, which will retain its direct-to-consumer approach while making key products available through Backcountry.com.
“At Backcountry, we believe constant innovation is the most powerful way to improve our customers’ experience outside,” said Kevin Lenau, Backcountry president, in a statement. “Backcountry Garage is how we keep pushing when much of the industry is waiting — partnering with builders and founders who are rethinking how great gear should perform so our community feels the difference every day on the trail, at the crag, and in their own backyards.”
Coalatree President JM Fabrizi is the newly appointed director of Backcountry Garage. Fabrizi will continue to oversee Coalatree and establish Backcountry Garage “as a hub for differentiated, community‑focused products and brands that reflect Backcountry’s values of quality, sustainability, and access,” according to a news release.
Under the partnership, Coalatree will continue selling through its direct‑to‑consumer site and key styles, such as the brand’s Trailhead Pants, will now also be available on Backcountry.com.
“The Coalatree community has helped shape every product we make, from our best‑selling Trailhead Pants to packable layers and three-in-one Kachula blankets,” Fabrizi said in a statement. “Partnering with Backcountry means Coalatree can stay close to that community, obtain feedback on a larger scale and bring new ideas to life that were too big for Coalatree to tackle alone.”
Backcountry is inviting potential brand partners to express their interest in joining the Garage through this submission form.
Backcountry’s M&A Expansion
The launch comes amid a string of recent acquisitions for the specialty outdoor retailer. In July 2025, Backcountry acquired Level Nine Sports, a value-focused outdoor gear retailer with locations in Millcreek and Ogden, Utah.
Shortly after, the company acquired cycling retailer Velotech Inc., parent of BikeTiresDirect, Western Bikeworks and TriSports. All three moves are part of Backcountry’s broader strategy to expand its portfolio, serve a wider range of consumers, and strengthen its position across multiple outdoor categories.
Backcountry was acquired by CSC Generation Enterprise, which also owns Sur La Table, One Kings Lane, Touch of Modern and DirectBuy in Sept. 2024.
