When Backcountry.com launched in 1996, it specialized in selling back-country ski and avalanche gear. But looking to grow revenues, it expanded into other related categories, says Jim Holland, CEO and co-founder. “We tried to remain focused in the beginning, but increased revenues were very tempting,” he says. “We recognized we could sell toilet paper on the Internet.”

However, adding more products is a move BackCountry came to regret. “It was a short-term win to add every imaginable category and just continue to build on that,” Holland says. “But in time, it’s a long-term loss because you become a generalist, and you’re no longer respected as the experts in the category.”

In an effort to rebuild its image as a specialist in performance outdoor gear, Backcountry has developed niche sites targeting hard-core skiers (TRAMDOCK.com), snowboarders (DogFunk.com), bargain-seekers (BackCountryOutlet.com and SteepandCheap.com) and middle-market price-sensitive outdoor athletes (Explore64.com). “We’ve come to recognize that by being focused within some targeted niches, we can certainly better serve our customers and garner a little more respect from our customers as well,” Holland says.

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