Backcountry, the outdoor gear and apparel retailer acquired by TSG Consumer Partners less than a year ago, has acquired local Utah retailer Level Nine Sports to add to its family of brands.
The deal is expected to benefit Level Nine Sports’ e-commerce capabilities and physical retail experience while providing a wider range of cost-conscious outdoor goods to Backcountry customers. Level Nine Sports is considered a value player in the Utah outdoor market, while Backcountry positions itself on the premium side of the retail spectrum.
“In this new partnership with Backcountry, Level Nine Sports will continue its mission of providing quality goods and premium customer service at the lowest prices possible,” Backcountry said in a media release. “Level Nine Sports and its team of avid skiers, snowboarders and bikers will be a powerful addition to Backcountry’s gearhead team and receive increased access to vendor training to better serve customers online and in-store.”
The two Level Nine Sports retail locations in Utah, located in Millcreek and Ogden, will reportedly remain open and will continue to serve the local outdoor community with additional retail support from Backcountry.
Additionally, Backcountry announced that the Level Nine Sports e-commerce platform has been refreshed with a new look and expanded product offerings.
“Backcountry is proud to partner with another local Utah business that shares our passions for serving the outdoor community,” said Kevin Lenau, Backcountry’s chief financial officer. “By expanding Level Nine Sports’ reach and capabilities, we are committed to supporting the needs of value-minded shoppers and helping more people access the outdoors they love.”
“For the past 20 years, Level Nine Sports has played a vital role in Utah’s economy, serving outdoor enthusiasts across the state and around the world,” Backcountry noted. “The company remains deeply committed to making skiing, snowboarding, and mountain biking accessible to everyone by offering the lowest prices on gear from top brands.”
Mitch Lamb, outgoing CEO of Level Nine Sports, said the increased support Level Nine will receive from Backcountry will help the brand continue to grow and better serve the outdoor community.
Image courtesy Level Nine Sports
