Backcountry launches outdoor brand incubator Backcountry Garage and acquires eco-apparel brand Coalatree as its first addition

Backcountry launched Backcountry Garage, an incubator designed to help early-stage outdoor brands scale through resources, expertise, and distribution, with Utah-based eco-focused apparel brand Coalatree as its first acquisition. Coalatree, founded in 2010 and known for products like its Trailhead Pants, will continue selling through its own direct-to-consumer site while select items will now be available on Backcountry.com. Backcountry, which is owned by AI-enabled retail platform CSC Generation Enterprise and operates nearly 800 brands across nine U.S. locations, said the incubator is still in its early phase and is actively seeking additional brands to bring under its stewardship.