New Online Store Features Artists, Craftsmen, and Fresh Brands

Nov 27, 2012
Outside Magazine


Yesterday, specialty outdoor e-tailer launched Treeline, an online retail showcase for artists, craftsmen, and up-and-coming brands whose products “evolve the outdoor lifestyle.”

The new site goes way beyond selling shirts, shoes, or wooden camping bowls. Each week, 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 Jill Layfield, Backcountry's CEO, said: “Treeline is an experiment for us, one that comes straight from the heart of, 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.”

This week, check out Pladra on Treeline—purveyor of fine plaid shirts made for work and play with animal prints on the inside cuffs.

—Berne Broudy

Filed To: Media, Gear

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