Backcountry.com, a booming Utah-based online retailer of outdoor equipment, came under fire this week for what appears to be a scorched-earth legal campaign against small gear makers that use the term “backcountry” in their names.
The resulting backlash, much of it coming from the e-commerce giant’s own patrons, spurred the company to issue a public apology Wednesday and a promise to withdraw at least one of its lawsuits.
“We have heard your feedback and concerns, and understand we fumbled in how we pursued trademark claims recently. We made a mistake,” CEO Jonathan Nielsen said in “a letter to our community” posted to the brand’s website.