BackcountryStore.com has changed its name to Backcountry.com and re-launched with a new fresher look. Other than the name change, it is business as usual at the Heber City, Utah based online retailer. For the past seven years Backcountry.com has been posting triple digit sales increases, and continually expanding their product offering.

In a release, the company said, “What this means for customers is, well, five fewer keystrokes each time you visit us. Really, that’s about it…it’s the same long hairs answering the phone and the same fanatical backcountry enthusiasts picking and packing your gear.”

“We decided to change our name for several reasons; people continually thought of us as Backcountry.com and dropped the “Store” accidentally. We also feel that the name Backcountry.com is a better fit, with it we can represent the entire category of backcountry.”

“Our goal is to meet all of our customers needs as they pertain to outdoor recreation, from buying new gear to planning and executing their adventures and dreams. Backcountry.com is the name we should have launched with in 1996 and hopefully it’s the name they’ll put on our tombstones a 100 years from now. We are backcountry.”