After public outcry reached a tipping point resulting in dedicated websites, and Facebook pages to shutting down Backcountry.com, the online retailer has finally spoken out, with their CEO Jonathon Nielsen coming out to explain their actions, promising to drop their lawsuit against Marquette Backcountry, and more.
However, the damage might be done. With the Boycott Backcountry.com Facebook group ballooning to 12,000 members, and countless customers pledging to never buy from Backcountry.com again, it could be an uphill battle to repair their reputation. But according to their CEO, it’s a battle they are willing to fight. Read the full text below and let us know your thoughts in the comments section.—ML
Nielsen’s letter in full:
We have heard your feedback and concerns, and understand we fumbled in how we pursued trademark claims recently. We made a mistake.article continues below
In an attempt to protect the brand we have been building for nearly 25 years, we took certain actions that we now recognize were not consistent with our values, and we truly apologize.
It’s important to note that we tried to resolve these trademark situations amicably and respectfully, and we only took legal action as a last resort. That said, we know we mishandled this, and we are withdrawing the Marquette Backcountry action. We will also reexamine our broader approach to trademarks to ensure we are treating others in a way that is consistent with the culture and values envisioned by our founders and embraced by our community.
We only want what’s best for the whole community and we want every person and business in it to thrive. Backcountry has never been interested in owning the word “backcountry” or completely preventing anyone else from using it. But we clearly misjudged the impact of our actions.
We understand that this step we’ve taken may not be enough for some of you. The hope is that we can ultimately win back your trust, even if it takes time. We are grateful to be a part of your lives, providing you with great gear for your outdoor adventures, and all we want is to go back to doing what we do best. We intend to learn from this and become a better company.