acquired by private equity investor TSG Consumer Partners

Partnering with TSG, Backcountry will expand into adjacent categories and international markets, as well as enhance marketing and brand building effor

One of the outdoor industry’s leading online-only retailers,, has been acquired by a private equity group for an undisclosed amount.

San Francisco-based TSG Consumer Partners acquired the Salt Lake City-based retailer from Liberty Interactive Corp., the latter which owns QVC and other consumer media outlets.

Backcountry founder Jim Holland will continue to own a stake in the company, while president and CEO Jill Layfield will continue to serve in those roles.

“Backcountry’s proven, execution-oriented management team, robust ecommerce platform and deep merchandising and marketing expertise fit right into TSG’s wheelhouse,” said TSG Managing Director Jennifer Baxter Moser. “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.”

Partnering with TSG, Backcountry will expand into adjacent categories and international markets, as well as enhance marketing and brand building efforts, officials said.

“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, Layfield said. “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.”

Founded in Park City, Utah in 1996, the Backcountry business has grown to include online sites,,,,, and

TSG Consumer Partners LLC is a leading investment firm with approximately $3 billion in equity capital under management, focused exclusively on the branded consumer sector. Since its founding in 1987, TSG has been an active investor in the food, beverage, restaurant, beauty, personal care, household and apparel & accessories, and ecommerce sectors. Representative past and present partner companies include vitaminwater, Smart Balance, popchips, Muscle Milk, Yard House, REVOLVE Clothing, Smashbox Cosmetics, Pureology, e.l.f. cosmetics and Paige Denim.


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