Backcountry.com plans to eventually spin off its new high-end Stoic outdoor apparel line launched just last month, the company’s chief marketing officer told The B.O.S.S. Report last week.  Backcountry.com began selling the line on its site Nov. 10, but CMO Dustin Roberston said the long-term success of the brand will require its launch into the specialty channel.


“Stoic is our most premiere brand and we would like it to leave the building. The idea is pretty wet on paper right now,” said Robertson, “We will nourish it and feed it and let it be on its own.”


Robertson said the recession did not influence the decision, which was arrived at gradually as Backcountry gained experience with its private label brands.


“The economy really did not play into this decision at all,” said Robertson. “We are simply trying to keep a focus on our core e-commerce business and give Stoic the best chance to succeed. “


Backcountry, a unit of Liberty Media’s Interactive eCommerce division since 2007, launched its first line of apparel under the Backcountry label three years ago. That included the Shift welded jacket, which Backcountry promoted as the first fully welded Polartech softshell in the industry. In 2008, Backcountry launched Cutter, a private label line of cycling accessories and clothing.


In November, the company introduced the Stoic line of base layers, fleece, down sweaters, and shells and accessories to take advantage of opportunities at higher price-points. The Stoic Bombshell  jacket with four-way stretch shell, welded seams and removable snowskirt, for instance, is regularly priced at $259.00 compared to $159.16 for the Backcountry Shift jacket.  Its eVent Stash Shell was listed at $349.00.


Backcountry managers have concluded that while they are capable of designing and manufacturing top quality apparel, their company’s core competency lies in selling product online, said Robertson.

 

They also learned that building a private label brand up to the point where it reaches 30% of sales and provides 70% margins-takes years, said Robertson, noting that the company’s private label brands have not yet become profit centers.


Online retailers and outdoor brands are in fundamentally different businesses facing very different challenges, he noted. So Backcountry.com will build consumer demand for the Stoic label on its website in a bid to entice investors and specialty dealers. 


“We have the ability to get the message out about a brand right away,” said Robertson. “The only way specialty dealers will want it is if there is demand for it and the only way to create that is if we prime the pump. Our website is a great launch pad for that.”