The new site goes way beyond selling shirts, shoes, or wooden camping bowls. Each week, Backcountry.com will profile one brand/artist. Treeline introduces the brand not just through its saleables, but with an interview with the head honchos to give shoppers the behind-the-scenes scoop.
Fifteen years ago, two ski bums started selling avy beacons online out of their garage. That was the start of Backcountry.com. Jill Layfield, Backcountry's CEO, said: “Treeline is an experiment for us, one that comes straight from the heart of Backcountry.com, from our roots. We are a specialty retailer deeply invested in the future of specialty retail. New brands and product innovation are fundamental to the specialty retail experience. With Treeline, we honor outdoor-focused entrepreneurs and provide a showcase for innovation and creativity.”