Backcountry Announces Colby Black as New Chief Product Officer
The outdoor retailer welcomes long-time consumer products executive.
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PARK CITY, Utah (Nov. 8, 2021) – Backcountry, the leading specialty outdoor retailer of gear and apparel, announces the appointment of Colby Black as chief product officer, effective immediately. Black will be responsible for leading the product development and strategy for Backcountry’s in-house brands, Backcountry Gear and Apparel, Stoic and Basin & Range, as well as third-party merchandising and collaborative partnership opportunities.
Priorities for Black include introducing new business units and implementing growth initiatives around key product categories, while also developing Backcountry’s third-party relationships and roster to further diversify its offering of outdoor gear and apparel. Black will also be vital in the expansion and evolution of Backcountry’s brick-and-mortar retail store presence, which began with store openings in Utah and Colorado earlier this year, while providing a holistic omnichannel experience for its customers.
“Colby brings a wealth of blended experience to this role,” says Melanie Cox, Backcountry CEO. “In addition to his vast background in merchandising strategy and brand development, he has an innate creative ability that will breathe new life into our portfolio of owned brands. From our e-commerce platform to our evolving brick-and-mortar footprint, Colby will be a driving force in Backcountry’s growth within the outdoor community.”
“I’m excited to join Melanie and the entire Backcountry team as we build upon the incredible 25-year adventure that is the Backcountry brand,” says Black. “It is an incredible time to be joining Backcountry as we build beyond our native, global e-commerce platform and expand our experience into brick-and-mortar locations. We will continue to leverage our Gearhead experts and incredibly knowledgeable team to create and curate industry-leading products and experiences for outdoor enthusiasts around the world.”
Black most recently served as the first chief merchandising officer at NTWRK, North America’s leading live video commerce platform, where he led the execution of daily product drops, digital festivals, and new global initiatives. Prior to his role at NTWRK, Black held several leadership and executive positions during his 17-year career with Urban Outfitters. As executive director of buying at Urban Outfitters, Black was instrumental in the launch of the retailer’s first digital marketplace integration.
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From the one-on-one expertise of our Gearheads to our epic selection of the best in both style and performance, Backcountry has been a leading outdoor retailer since 1996. Dialing in your gear closet, exploring your backcountry, recharging with après—Backcountry elevates the entire outdoor experience. In 2018, Backcountry began building its own Gearhead-inspired products; the fast-growing Built By Backcountry ski, MTB, climb, hike, fly fish, and après lines include collabs with brands like GORE-TEX Technology, Burton, and Simms. Seek it, find it, send it—the Goat takes you further.
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