Outdoor gear retailer Backcountry has acquired Utah-based Level Nine Sports, which will combine Backcountry’s digital expertise with Level Nine’s specialized and cost-conscious product portfolio, according to a news release.
Both Level Nine Sports Utah retail locations, which are in Millcreek and Ogden, will remain open with ongoing support from Backcountry. Level Nine’s employees will join Backcountry’s Gearhead team and will also receive increased vendor training, and the value retailer’s website has also been refreshed with a new look and additional product offerings.
“This acquisition allows us to deepen our product offerings in key categories while maintaining the specialized expertise that Level Nine customers have come to expect,” said Kevin Lenau, CFO of Backcountry, in a statement. “We see tremendous synergies between our platforms and believe this partnership will benefit outdoor enthusiasts across both customer bases.”
Backcountry has a relatively new owner itself. It was acquired by CSC Generation Enterprise in Sept. 2024. CSC Generation Enterprise also owns Sur La Table, One Kings Lane, Touch of Modern, and DirectBuy.
“Level Nine Sports is in excellent hands with this new Backcountry partnership,” said Mitch Lamb, outgoing CEO of Level Nine Sports. “We’re thrilled to see Level Nine Sports enter this new chapter. The increased support it will receive from Backcountry will help the Level Nine Sports brand continue to grow and better serve the outdoor community. This partnership will elevate the Level Nine Sports experience for customers and employees alike.”
“Backcountry is proud to partner with another local Utah business that shares our passions for serving the outdoor community,” Lenau said. “By expanding Level Nine Sports’ reach and capabilities, we are committed to supporting the needs of value-minded shoppers and helping more people access the outdoors they love.”
Kate Robertson can be reached at kate@shop-eat-surf-outdoor.com.
