Key Takeaways:
- Backcountry is rebranding its owned label as BGA (Backcountry Gear and Accessories).
- The move follows growth in Backcountry’s owned brand portfolio, including Basin + Range and Coalatree.
- BGA spans apparel, outerwear and hardgoods across snow, bike, climb, camp, hike and run.
Backcountry announced today that its owned brand product line is rebranding as BGA (Backcountry Gear and Accessories). Formerly sold under the Backcountry name, the line now has its own identity across apparel, accessories and hardgoods, rolling out across product pages in the coming months.
Backcountry debuted the new BGA brand name at Outdoor Retailer last week.
The launch marks a larger chapter in Backcountry’s reinvestment in its owned brands, a portfolio the company said has been growing fast, from the relaunch of Basin + Range to the addition of Coalatree. BGA gives the owned brand gear line its own distinct identity, separating it from the retail platform that carries it alongside hundreds of other outdoor brands.
“Our goal is simple, build great gear for people who need to be outside,” Kevin Lenau, President at Backcountry, said in a statement. “Weekend missions, dawn patrol sessions, BGA is built for both. Every piece is designed to perform, last and earn a permanent spot in your kit.”
BGA will continue to be developed and field tested by Backcountry’s in-house team and its Gearhead Expert staff, with what the company described as a continued focus on quality, design and durability. Existing Backcountry branded products will transition to the BGA name as new seasons launch.
BGA joins Basin + Range and Coalatree as Backcountry’s collection of owned brand labels, all available at backcountry.com.
The BGA rebrand covers product categories spanning snow outerwear, insulation, travel, apparel, baselayers and mountain bike, organized into named collections. Snow outerwear collections include Cottonwoods, Cardiac and Crest. Insulation collections include Waas, Peale and Stansbury. Travel collections include All Around, Destination and Cottonwoods gear bags. Apparel collections include Fleece, Destination, Tahoe, Wasatch and Rain. Baselayer collections include Cedars Midweight, Cedars Lightweight and Pines. Mountain bike is represented by the Slickrock collection.
Backcountry has operated as a specialty outdoor retailer since 1996 and is known for its Gearhead Expert program, a team of outdoor specialists offering gear guidance by phone, chat and email. The retailer is owned by CSC Generation and headquartered in Cottonwood Heights, Utah.
