Backcountry has appointed entrepreneur Bradford Shellhammer to the position of chief design officer.
Prior to joining Backcountry, Shellhammer founded Fab.com, one of the
fastest growing online retail businesses in the world. Shellhammer will
bring his vision for design, passion for apparel and products,
and sharp editorial voice to Backcountry’s new curated collections, user
experience, and private label positioning.
“Bradford’s fresh perspective and creative design skills are remarkable and having him join the team here at Backcountry is a defining moment in the company’s growth as we architect upgrades to design, user experience and services,” said Jill Layfield, CEO of backcountry.com. “The unique vision and experience Bradford brings to Backcountry will help capture the attention of new demographics while staying true to our culture and roots.”
Admired for his design-savvy concepts, colorful outlook on life and digital retail acumen, Shellhammer will focus on Backcountry’s creative direction and brand development. Shellhammer is the driving force behind Backcountry’s new curated Collections that launch weekly. With gear handpicked by Shellhammer and key buyers, the themed Collections offer an interesting, one-of-a-kind way for customers to shop at backcountry.com. This week, Backcountry released its third Collection, “Heritage,” honoring brands that have stood the test of time.
In addition to commanding Collections, Shellhammer will lead refinement of Backcountry’s design platforms, user experience and private label strategy in further solidifying the company's authenticity, differentiation and leadership in the industry.
Shellhammer has been named one of the “100 Most Creative People in Business” by Fast Company, coined the “King of Quirk” by Forbes, and the “Eames of E-Commerce” by USA Today.
“Backcountry was founded by people who love the outdoors. Years later that passion for the outdoors, for great design and quality, for technical gear, and for bettering oneself is still alive in each and every employee I’ve met in Utah,” said Shellhammer. “I am honored and excited to help tell that story in different ways and to connect with consumers with new user experiences, new types of products, new design and an elevated editorial voice.”