Backcountry.com Rebrands Its In-House Gear Line

Last week at the re-launch of Outdoor Retailer in Minneapolis, Utah-based e-commerce giant Backcountry.com unveiled a new look for the collection of brands under their in-house product line umbrella. It’s now called BGA (Backcountry Gear & Accessories).

Formerly sold under the Backcountry name, BGA now steps into its own identity across apparel, accessories, and hardgoods, and will roll out across all manner of product pages in the coming months. That includes snow outerwear, like the POWDER Editor’s Pick winning Cottonwoods Xpore kit, and further categories like insulation, lifestyle apparel, baselayers, mountain bike gear, and travel gear like ski bags and luggage.

In a press release, the brand says: “The launch marks a larger chapter in Backcountry’s reinvestment in its owned brands, a portfolio that’s been growing fast, from the relaunch of Basin + Range to the addition of Coalatree. BGA gives the owned-brand gear line the distinct identity it’s earned, 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,” said Backcountry President Kevin Lenau. “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.”