Skip to main content Acquired by TSG Consumer Partners

TSG Consumer Partners (TSG), a strategic equity investor group, has acquired online outdoor gear retailer, LLC from Liberty Interactive Corporation for an undisclosed amount. Backcountry Founder Jim Holland will continue to own a stake in the company.

Under new ownership, Backcountry plans to expand into new categories and international markets.

Over the last 20 years, the Park City, Utah-based company has expanded its brand and portfolio of websites to include Backcountry, Competetitve Cyclist, MotoSport, Bergfreunde, Steep&Cheap and Whiskey Militia. Its flagship website,, sells a broad scope of outdoor footwear spanning the casual, cycling, hiking, and trail running categories. Brands include Keen, Vans, Timberland, New Balance, Olukai, Salewa, Sanuk and more.

In a press release, Backcountry President and CEO Jill Layfield, said, “We are thankful for the support that Liberty has given us during their ownership to allow us to grow and expand Backcountry. We look forward to this next chapter with TSG, a proven brand-builder with over 25 years of experience in the consumer industry. 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. By combining TSG’s expertise with Backcountry’s leadership position in the outdoor market, the Company will be well-positioned to build on our current platform and drive significant growth.”

Jennifer Baxter Moser, TSG managing director, said, “Backcountry’s proven, execution-oriented management team, robust ecommerce platform and deep merchandising and marketing expertise fit right into TSG’s wheelhouse. As the outdoor market continues to expand, TSG is looking forward to working with the Backcountry team to harness the Company’s untapped potential to grow and expand its reach to more outdoor enthusiasts worldwide.”

TSG has been an active investor in food, beverage, household, apparel and accessories and ecommerce since 1987. Its roster of partners include Vitaminwater, Muscle Milk, Revolve Clothing, Paige Denim and more.