National Retailers

Backcountry appoints new CFO

Jim Bell joins the e-commerce brand Backcountry as it poises to expand its brick-and-mortar retail footprint.


The past two years have brought deep changes for the e-commerce giant Backcountry.com. In the wake of a widely publicized 2019 trademark scandal—the sting of which still lingers for some brands in the industry—the company has appointed a new CEO, created a first-of-its-kind program to encourage diversity in the outdoors, and announced two brick-and-mortar locations to open next month in Utah and Colorado.

Now, the digitally native gear brand has “rounded out” its leadership team, according to a release this week, with the hiring of Jim Bell as CFO—an addition who will prepare the company to “expand its omni-channel footprint” and “build deeper relationships with both existing customers as well as a new generation of outdoorists who have formed connections with the outdoors during the pandemic.”

Jim Bell, Backcountry CFO
Bell brings more than more than 30 years of operational and financial experience to his new role at Backcountry.

“We are impressed by the results Jim has produced throughout his career working with both private and public companies,” said CEO Melanie Cox, who noted that Bell is particularly suited to help the company expand its brick-and-mortar retail presence—a “growing part of [Backcountry’s] future.”

Before coming to Backcountry, Bell most recently served as executive vice president and CFO of the Fortune 500 video game retailer GameStop, where he “led global finance, corporate strategy, and real-estate development.” Prior to that, he acted as CFO for the parent company of the restaurant chain PF Changs, as well as COO and CEO of national retailer Coldwater Creek. He also served for 10 years as a U.S. Naval flight officer.

Read more: Backcountry is trying to redefine the role of sponsored athletes in the outdoor industry

“Bell brings more than 30 years of operational and financial experience around the world in multi-site, omni-channel retail, restaurants, and technology companies,” Backcountry said, adding that his addition “further strengthens Backcountry’s leadership team at a critical time for the brand.”

Though his appointment was announced this week, Backcountry confirmed that Bell officially assumed the role on April 19.