Backcountry Case Study
Opportunity
When TSG invested in Backcountry, we saw tremendous opportunity improve the customer experience and leverage the company’s authentic heritage to create a truly differentiated, iconic brand in the hyper-competitive outdoor industry.
Backcountry-branded gear and apparel
Solution
Develop High-Touch Gearhead Program to Drive Customer Loyalty
Gearheads offer a concierge-level service that elevates the Backcountry experience beyond an eCommerce website. Gearheads humanize the Backcountry brand, deliver value and expertise, and create fierce loyalty among a discerning enthusiast consumer base.
In 2018, TSG worked with Backcountry to restructure the gearhead compensation and management structure, leading to a significant profitability improvement per customer. TSG has also worked with Backcountry management to upgrade the technology supporting the Gearheads.
Rapidly-Grow Private Label Brands
One of the pillars of TSG’s investment thesis was to leverage the broad appeal of the Backcountry umbrella to scale its owned brand offering. Since our partnership began in 2015, Backcountry has cultivated its in-house capabilities to design, develop, and launch outdoor and lifestyle products across 3 brands with real brand equity.
Over the last several years, TSG has performed extensive consumer survey work while leveraging our marketing expertise to help Backcountry optimize assortment, align with target customers, and appropriately position owned brands.
Team Support & Development
TSG has helped support the brand with creative direction, product UX/UI iterations, and visual merchandising to further strengthen Backcountry’s offerings and differentiators. TSG has also provided recruitment and development in building out a best-in-class leadership team.