Backcountry.com Adds a New Private Brand

It looks like Backcountry.com is launching a private brand for their cycling website, RealCyclist.com. According to the press release I received yesterday, CUTTER  is, “Named in recognition of the gritty, underdog spirit of the Cutters team in Breaking Away, Cutter recognizes that urban riders are also the underdogs. From apparel to tools and locks, Cutter’s goal is to manufacture the goods that encourage and help you successfully battle traffic jams, taxi drivers, jaywalkers, the elements, criminal elements and the unenlightened during your daily commute.”

The line is actually very good. Here are a couple of photos:

Backcountry.com already sells a few pieces under their own self-named private label, but this appears to be their first foray into premium private branded merchandise. They appear to have hopes to sell it into other retailers as well. Again from the press release: “
To launch, Cutter brand products are sold exclusively through www.RealCyclist.com but will expand into other outlets in the near future. Baby steps.”

 Dick’s SG tried to do this not too long ago by licensing a few brands, like Nike ACG. Their goal was to rais the price points of thier private label merchandise and generate even higher margins. To make a long story short, it didn’t work and they abandoned the tactic. The world of online retail may be different, and the high-end bike consumer is definately different, so there are a lot of variables at play here.  If nothing else, it will be interesting to watch this progress.

-KV