TSG Consumer Partners Acquires Backcountry

Investment firm TSG Consumer Partners LLC has acquired online specialty retailer Backcountry.com LLC from Liberty Interactive Corp., the firms announced today. Backcountry founder Jim Holland will continue to own a stake in the company following the transaction, the terms of which were not disclosed.

“Backcountry is the online destination for outdoor enthusiasts, and the core consumer is highly loyal to the site and the brand,” Jamie O’Hara, president at TSG, said in a release. “TSG is excited to partner with a company with such a strong brand heritage and authenticity.”

Jill Layfield, Backcountry’s president and CEO, said she expects the new partnership to create significant growth opportunities for her firm.

“We look forward to this next chapter with TSG, a proven brand-builder with over 25 years of experience in the consumer industry,” Layfield said in a release. “We believe TSG represents the ideal partner for Backcountry, and we will work with them to continue to improve our offerings and merchandising, optimize our technology platform, and enhance our distribution efforts.”

TSG and Backcountry said, following the acquisition, they plan to expand Backcountry into adjacent categories and international markets.

Backcountry started Park City, Utah in 1996, and now operates several e-commerce sites including its flagship Backcountry brand, as well as Competitive Cyclist, MotoSport, Bergfreunde, Steep&Cheap and Whiskey Militia.

Liberty had acquired Backcountry—which sells products by Timberland, Scarpa, Merrell and others on its flagship Backcountry website—back in 2007.

“Backcountry has performed nicely over the past eight years, and its Goat logo has come to symbolize authenticity and excellence in the outdoor industry,” said Greg Maffei, Liberty’s president and CEO. “We wish Jill Layfield and the team continued success and will remain loyal customers.”

Layfield, also expressed positive sentiments on the firm’s previous parent company.

“We are thankful for the support that Liberty has given us during their ownership to allow us to grow and expand Backcountry,” Layfield said.

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