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WEB: makes outdoor-focused innovation accessible through Treeline

November 26, 2012 makes outdoor-focused innovation accessible through Treeline
New website showcases the work of artists and craftsmen whose passion and creativity infuse character into outdoor life.

PARK CITY, Utah – started in a garage when two ski bums had a hunch that selling avalanche beacons online might just work.  That was 15 years ago. Passion and an entrepreneurial spirit still motivate the outdoor retailer, and both are the inspiration for Backcountry’s new online specialty showcase: Treeline.

Treeline, presented by, is an online retail showcase for artists, craftsmen, and up-and-coming brands whose products evolve the outdoor lifestyle. curates a new, fresh, and focused shopping experience each week, featuring the work or wares of one brand or artist at a time. Each experience tells a compelling behind-the-scenes story through words, interviews, and photography.

“Treeline is an experiment for us, one that comes straight from the heart of, from our roots,” said Jill Layfield, CEO of “We are a specialty retailer deeply invested in the future of specialty retail. New brands and product innovation are fundamental to the specialty retail experience. With Treeline, we honor outdoor-focused entrepreneurs and provide a showcase for innovation and creativity.” Treeline is essentially a content-rich marketplace for the brands it features. It currently has a separate shopping cart from When people purchase through Treeline, they are connected to the featured company for all processing and fulfillment.

Treeline launches with the spotlight on Pladra — a San Francisco-based company that makes premium flannel shirts that are both field- and town-ready. The following week’s focus will be on Rock Monkey Art and the mountain-inspired paintings of athlete Renan Ozturk. Next up will be the story of Utah-based Grassroots Powdersurfing and the company’s hand-made bindingless powder boards. Each new shopping experience will be unique, different, and inspiring.

“Through Treeline, gives us unbelievable exposure,” said Jeff Ladra, co-founder and designer at Pladra, “and they do it in a way that allows us to share our story. We’re a new brand, and for us, telling that story is important. ”

Treeline is live now at