Outdoor Retailer (OR) is changing things up for its August trade show in Minneapolis this year.
The show, which will run from Aug. 19-21, will have a new hub spotlighting the next generation of outdoor brands through a partnership between OR and Backcountry, the online specialty retailer of premium outdoor gear and apparel for adventure enthusiasts.
The hub will be housed in a location near the front entrance of the OR show floor called Backcountry Garage featuring three areas, product showcase, creator lounge and buyer desk.
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Backcountry Garage is the specialty retailers incubator platform. The plan is for Backcountry to work with founders to help them accelerate the growth of their brands with resources, expertise and distribution to scale. Last month, Backcountry said it acquired Coalatree as part of the outdoor brand incubutor launch.
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As part of the partnership during the OR show, Backcountry will promote an “open to all brands” initiative, giving exhibiting brands the opportunity to meet directly with Backcountry buyers. Having the incubator platform accessibly during the OR show advances the online retailer’s vision to provide the best outdoor gear, curate innovative products and make them accessible to outdoor enthusiasts.
“Backcountry Garage will integrate with Outdoor Retailer‘s Wild Reach creator initiative, bringing approximately 150 curated outdoor creators into the activation throughout the show,” OR said. “Participating brands will gain opportunities for product exposure, storytelling, creator engagement, and increased visibility across the outdoor community.”
Backcountry also will introduce a series of on-site awards designed to spotlight standout innovation, creativity and brand potential across the show floor, including several category-based Best in Show honors and a premier GOAT Award. The winners will be selected and presented live on site by Backcountry.
“We believe constant innovation is the most powerful way to improve our customers’ experience outside,” Backcountry’s president Kevin Lenau said. “Backcountry Garage is how we keep pushing when much of the industry is waiting, partnering with builders and founders who are rethinking how great gear, apparel and accessories should perform so our community feels the difference every day on the trail, at the crag, and in their own backyards.”
OR itself has been remaking itself as it looks to rebuild its presence in the trade show circuit. The move from Utah to Minnesota now includes working with Leadership Village —co-led by athlete and Summit Scholarship founder Sunny Stroeer and industry veteran Paul Gagner — to shape the format of the reimagined three-day show. And earlier this month, OR named Matthew Mathiasen as its new group show director.
“Outdoor Retailer has always been about creating opportunities for discovery, connection, and growth across the outdoor industry,” said Lindsay Hubley, senior vice president of the sports and outdoor division at OR’s parent, Emerald Holding. “Backcountry Garage brings that mission to life by giving emerging brands, creators, and innovators a platform to showcase their brands and to connect with buyers and help shape the future of outdoor retail.”