Backcountry’s Bold Pivot: Loyalty, Acquisitions, and Retail Growth

This episode of Outdoor Unfiltered dives deep into the shifting landscape of tariffs and retail strategy. Host Eoin Comerford breaks down why the White House pivoted on IEEPA tariffs, offering a guide for brands to claim their share of the potential $166 billion in refunds through the CBP’s CAPE portal. We also celebrate Lowa’s record-breaking 2025 sales and growth in the trail running sector.The headliner features Kevin Lenau, President of Backcountry, who reveals the strategic transformation of the outdoor e-commerce giant since its acquisition by CSC Generation. From the launch of the Summit Club+ loyalty program and a new digital ad network with AllGear, to the acquisitions of Level Nine Sports, VeloTech, and CoalaTree, Kevin shares how Backcountry is prioritizing "pursuits" like bike, climb, and ski to win in a competitive market.Topics and Timecodes:0:00 – Introduction Host Eoin Comerford introduces the episode’s agenda: Trump’s pivot on tariffs, Lowa’s record year, and an exclusive interview with Backcountry President Kevin Lenau.0:44 – The Tariff Turnaround Analysis of the administration’s decision to accept a court order to refund IEEPA tariffs and what it means for outdoor brands.3:20 – How to Claim Your Refund A practical walkthrough of the CAPE (Consolidated Administration and Processing of Entries) portal and the 60-to-90-day refund window.6:17 – Lowa’s Record Success Celebrating Lowa’s 242 million Euro year and their 5% increase in shoe sales despite a tough retail climate.8:18 – Interview: Kevin Lenau on the "New" Backcountry Kevin Lenau discusses the "post-COVID whiplash," inventory management, and the transition following the CSC Generation acquisition.13:17 – Pricing Strategy: E-commerce vs. Brick and Mortar A look at the pressures of Google PLA and why the "sales cadence" online differs from physical stores.15:05 – The Summit Club+ Loyalty Program Kevin breaks down the 10% cash-back model, the $50 annual fee, and how it compares to competitors like REI.19:28 – Building a Digital Ad Network Backcountry’s partnership with AllGear and the focus on "native" brand advertising for tourism and high-end gear.21:18 – Strategic Acquisitions: Level Nine Sports, VeloTech, & KoaTree The rationale behind buying specialized retailers to bolster Backcountry’s authority in skiing, cycling, and sustainable apparel.28:09 – The Garage Brand Incubator How Backcountry is helping emerging brands through streamlined onboarding and marketing support.30:58 – The Future of Physical Retail and Private Brands Why Backcountry is focusing on "experiential retail" and the evolution of the Backcountry Gear & Apparel line.Our SponsorsENDVR: Empower your frontline associates and drive sales. Visit www.endvr.io to learn more.Connect With UsWe would love to hear your thoughts on the show, inside intel, guest ideas, sponsorship inquiries, or whatever’s on your mind.Eoin Comerford: LinkedIn ProfileEmail: outdoorunfilteredpod@gmail.comOutdoor Unfiltered is a production of Rock Fight, LLC.