If you buy something from Backcountry.com,
you get a mountain goat sticker with your order.
You may have seen these on gear like
my water bottle, on car windows, etc.
Using that strategy, big Utah-based mail-order retailer Backcountry.com has been threatening dozens of smaller businesses and forcing them to change their names or be ground into the courtroom carpet.
"Backcountry Denim" got the letter threatening a lawsuit. So did the "Backcountry Babes" avalanche-safety clinic and the maker of the Marquette Backcountry Ski, among many others.
Not surprisingly, a lot of outdoor types who cherish those little gear companies have been angry with Backcountry.com, which while it was started by mountaineers, is now owned by TSG Consumer Partners. The "Boycott BackcountryDOTcom" Facebook group has more than 21,000 members.
Faced with the backlash, the company is backing down, kind-of sort-of, the Colorado Sun news service reports:
Backcountry.com CEO Jonathan Nielsen wrote in an open letter that the retailer’s attempts to protect its brand “were not consistent with our values.” Not everyone is buying it. . . .
Nielsen said the federal lawsuits filed this year against the nonprofit avalanche education provider Backcountry Babes, the one-employee Backcountry Denim Co., Utah’s Backcountry eBikes and Marquette Backcountry Ski were “a last resort” that followed attempts to resolve the trademark disputes “amicably and respectfully.”So do I believe that corporate-speak, or do I peel their goat off my water bottle? Their website under "Our Values" lists "Take ownership." Yeah, like they own the word "Backcountry"?
David Ollila, who founded Marquette Backcountry Ski in 2010 and trademarked the name in 2013, laughed at the notion that the company’s initial petitions for cancellation of his trademark, filed through the U.S. Patent and Trade Office, were respectful.The law firm that was in charge of bullying smaller companies has been fired, but what could is that to people who had to spend money changing their trademarks and losing name recognition?
He points to emails the company’s trademark lawyers with the IPLA law firm sent to business owners like Boulder’s Jenny Verrochi, who was bullied into abandoning her registered trademark for Backcountry Nitro coffee and ended up rebranding her canned cold brew as Wild Barn Coffee.
I would say, do your holiday outdoor-gear shopping elsewhere until we see how this shakes out.
UPDATE: The hashtag is #scrapethegoat