CEO Sharon Price John says Build-A-Bear’s old e-commerce system is a big reason for disappointing online sales in December.
The operation will help the outdoor gear retailer better serve the Eastern U.S.
Online bicycle and outdoor gear retailer Backcountry.com said this week it will open a fulfillment center in Christiansburg, VA. Backcountry says the new facility, scheduled to open next summer, will help it to ship its products quicker and more cheaply to consumers in the eastern United States.
The online retailer operates a fulfillment center in West Valley City, UT. Some 200 employees will work in the new building, Backcountry says. Backcountry.com operates 10 specialty retail stores, including high-end bike e-retailer RealCyclist.com and dirt bike e-retailer HuckNroll.com.
“We started small in Utah, and Utah has been our operations base for 14 years,” says Jill Layfield, CEO of Backcountry.com. “Amazing customer service and blisteringly fast fulfillment are two cornerstones of our business, and as we’ve grown, it has become very clear to us that to serve our customers nationwide, we need an East Coast fulfillment center.”