Backcountry Garage Acquires Coalatree as First Brand

Backcountry has launched Backcountry Garage, an innovation engine and brand incubator intended to help founders scale outdoor gear and apparel ideas. The first initiative under the platform is the acquisition of Coalatree, a Utah-based eco-minded gear and apparel brand.

Backcountry Garage is designed to provide resources, expertise, and distribution to new outdoor brands. Coalatree will continue selling through its direct-to-consumer site to preserve its distinct voice, while key styles such as the Trailhead Pants will also be available on Backcountry.com. JM Fabrizi will oversee Coalatree’s next stage of growth and establish Backcountry Garage as a hub for differentiated, community-focused products.