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Fab Co-Founder Bradford Shellhammer's Outdoorsy New Gig

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

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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]