Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Fab Co-Founder Bradford Shellhammer's Outdoorsy New Gig

New, 2 comments
Image via Backcountry/<a href="https://www.facebook.com/Backcountry">Facebook</a>.
Image via Backcountry/Facebook.

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Bradford Shellhammer stepped down from Fab.com, the company he co-founded, last fall after it began shedding workers in what would be multiple rounds of brutal layoffs. Now Shellhammer has popped up again in a new online role as chief design officer of outdoorsy gear site backcountry.com.

In conversation with Fast Company, Shellhamer admitted it wasn't the most predictable next step, saying, "It's obviously not the world I'm familiar with. I'm not an avid skier. I'm not a mountain climber." He has been consulting for Backcountry for the past three months, working with the retailer on innovative new ways to present and sell its merchandise. A house brand is in the plans, now, as well as more editorial content.

"It's not bringing my look or the feel or my point of view or my taste level to Backcountry; obviously, I have to adapt that to their history and their brand," he said. "The one thing I am doing, which I did at Fab, is getting people to work together and have fun," said Shellhamer. "That's a really important thing, especially in retail. Because why would you work in it if you weren't having fun?"
· Fab Cofounder Bradford Shellhamer Named Chief Design Officer At Backcountry.com [Fast Company]
· Fab CEO Blogs About Fab.com, Says They Lost Their Way [Racked]
· Fab Co-Founder Stepped Down After Major Lay-Offs [Racked]