Backcountry Launches Innovation Platform, Acquires Coalatree

New Backcountry Garage initiative aims to empower outdoor gear startups and scale sustainable brands.

Apr. 14, 2026 at 6:11pm

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A high-end, photorealistic studio still-life photograph featuring a collection of premium, polished outdoor gear and apparel products arranged elegantly on a clean, monochromatic seamless background, conceptually representing the innovative and sustainable ethos of Backcountry's new Garage initiative.Backcountry's new Garage platform aims to empower the next generation of outdoor gear innovators and sustainable brands.Cottonwood Heights Today

Backcountry, a leading outdoor gear and apparel retailer, has announced the launch of Backcountry Garage, an innovation platform and brand incubator designed to support and grow the next generation of outdoor brands. As the first act of Backcountry Garage, the company has acquired Utah-based eco-focused brand Coalatree, which will continue to sell directly to consumers while also making its products available on Backcountry.com.

Why it matters

This move by Backcountry reflects the company's commitment to fostering innovation and sustainability in the outdoor industry. By partnering with and acquiring promising startups like Coalatree, Backcountry aims to bring new, differentiated products to its growing community of outdoor enthusiasts while also nurturing the next wave of outdoor gear and apparel brands.

The details

Backcountry Garage will serve as an 'innovation engine and brand incubator,' providing founders with resources, expertise, and distribution to help scale their ideas. Coalatree, known for its sustainable materials and community-driven approach, will maintain its distinct brand identity while also expanding its reach through Backcountry's platform. The acquisition is part of Backcountry's broader strategy to invest in the next generation of outdoor brands and continue providing its customers with innovative, high-quality gear.

  • Backcountry was founded 30 years ago in 1996.
  • Coalatree was founded in 2010.

The players

Backcountry

A leading premium specialty retailer of outdoor gear and apparel, established in 1996.

Coalatree

A Utah-based eco-minded outdoor apparel and gear brand, founded in 2010 and known for sustainable materials and community-driven approach.

Kevin Lenau

President of Backcountry.

JM Fabrizi

Newly appointed Director of Backcountry Garage.

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What they’re saying

“At Backcountry, we believe constant innovation is the most powerful way to improve our customers' experience outside. Backcountry Garage is how we keep pushing when much of the industry is waiting—partnering with builders and founders who are rethinking how great gear should perform so our community feels the difference every day on the trail, at the crag, and in their own backyards.”

— Kevin Lenau, President of Backcountry

“The Coalatree community has helped shape every product we make, from our best‑selling Trailhead Pants to packable layers and 3‑in‑1 Kachula blankets. Partnering with Backcountry means Coalatree can stay close to that community, obtain feedback on a larger scale, and bring new ideas to life that were too big for Coalatree to tackle alone.”

— JM Fabrizi, Director of Backcountry Garage

What’s next

Backcountry is in the early development phase of its Backcountry Garage initiative and is seeking additional brand partners that align with its values, product standards, and core consumer. Interested companies can submit details through a submission form on the Backcountry website.

The takeaway

Backcountry's launch of the Backcountry Garage platform demonstrates the company's commitment to fostering innovation and sustainability in the outdoor industry. By partnering with and acquiring promising startups like Coalatree, Backcountry aims to bring new, differentiated products to its customers while also nurturing the next generation of outdoor gear and apparel brands.