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In the News

Our "In the News" includes a sampling of highlights, in-depth feature articles, excerpts, synopses and links relating to editorial news coverage about and

Internet Retailer - January 12, 2004's first-ever catalogs pay for themselves in under three months... Read more... - December 1, 2003
-Gift ideas for the traveler on your list... Read more... - November 26, 2003
-Holiday Gifts for Travelers. 'Gifts for outdoor warriors: For skiers, snowboarders and other winter adventurers... Read more... - November 2, 2003
-Outdoors Gear Site Starts Catalog to Build Repeat Business... Read more...

Seattle PI - November 1, 2003
-Retail Notebook: Online retailers gear up for the holiday season... Read more...

Internet Retailer - October 30, 2003 launches interactive product pages to boost holiday sales... Read more...

Internet Retailer - October 22, 2003
-Image-caching system increases sales conversion rate 15% at

Internet Retailer - April 22, 2003
-Sales up more than 20% at outdoor gear retailers and Read more...

Puget Sound Business Journal - January 3, 2003
-Retailers cast cautious eye on the coming year, 'Smaller companies also report they are doing well. president Mike Morford said his 4-year-old Seattle outdoor-gear company doubled its revenue this holiday season...' Read more...

Eastside Journal - January 1, 2003
-Local online retailers see holiday sales growth, 'North Face apparel was also a top seller at' Read more...

Internet Retailer - December, 2002
-InternetRetailer.COM: named one to the 'Best of the Web-The Top 50 Retailing Sites.' Read more...

Internet Retailer - November 11, 2002
-InternetRetailer.COM: A free-returns policy boosts Altrec's customer loyalty.

MSNBC - November 1, 2002
-MSNBC.COM: Today is the first day of the annual ski sale at Read more...

Wall Street Journal - October, 2002
-Wall Street Journal: Hydration Backpacks Offer Hands-Free Refreshment. "After a hot day of hiking, it's great to take a cool sip of water from... a tube sticking out of your backpack?" Read more...

Seattle Post Intelligencer - June, 2002
-Business Digest: will provide Backpacker storefront

Seattle Post Intelligencer - May, 2002
-Venture Capital: A few gems rise out of the dot-com slag heap "The fact that is still standing is an amazing accomplishment in itself. Once surrounded by heavily funded start-ups such as and brick-and-mortar giants such as REI, Bellevue-based Altrec has found ways to compete." Read more...

Nike ACG - May, 2002
Nike ACG -Nike ACG names Retailer of the Month, "In the war of attrition that is the Internet, has emerged a winner. The online-only specialty retailer is four years old, outlasting nearly all of its online competitors." Read the complete Nike ACG May newsletter (PDF format, 616k)

Entrepreneur Magazine (25th Anniversary Issue) - May, 2002
Entrepreneur Magazine -In the article "Dot.common Sense", and its founders are featured along with and as three e-businesses that have become successful B2C websites:

Delta Airlines - April/May, 2002
"Navigator", Inflight Magazine of Delta Airlines Connection Comair products featured in the "Goods to go" section of the magazine. - April, 2002 rated #1 outdoors site by Google users! Using its "PageRank Technology", determined that was the most relevant and highly regarded outdoor site as used by users.

KCPQ Television, Seattle - January, 2002
E-commerce Highlight and were featured as E-commerce companies who had not only survived, but thrived even during the difficult economic environment.

Washington CEO - January, 2002
"King of the Mountain" Article focuses on as the last pure-play Internet company in its space and the leadership of CEO Mike Morford.

Puget Sound Business Journal - December 21, 2001
"Xmas Clicks for E-tailers"

TIME Magazine - November 19, 2001
"Web Shopping" Section Notes as the place to shop whether you're looking for ski equipment, camping goods or fishing gear. Also notes's helpful articles, forums and live online advice.

Wall Street Journal ( - October 5, 2001
"Guide to Preparing for Disaster" named as one of the companies to use as a resource for products such as emergency blankets and water filtration.

Puget Sound Business Journal - September 21-27, 2001
"Survivors Ð Some small e-tailers outlast the big guys"

Outdoor Industry Association - September 12, 2001
- "Altrec Operating Trail Resource Few Know About" In its newsletter, OIA alerts members to's multimedia piece

Walking Magazine (Reader's Digest Publication) - July/August 2001
- "Shoe and Tell" Author Mark Baard mentions along with, and as recommended sites to shop for shoes or boots.

Boulder County Business Report - July 2001 keeps PlanetOutdoors alive as e-tail site: "If you try to visit on the Internet, you would probably expect to be met with a "404 Not Found" message. The Boulder-based e-commerce outdoor gear retailer had gone down in flames in February ... So why is it that when you visit today, you get a snappy-looking Web site selling high-quality brand outdoor gear...?" - June, 2001
"Best of the Web/Outdoor Gear" Whether you're planning a day hike in the woods or a summit attempt on Mt. Rainier, you'll find your gear here. Outdoor products have become much sophisticated since the army/navy store days, and the best sites offer informative guides to explain and compare them...
Outside Magazine - June, 2001
- "Dot.gone" is recognized as the sole survivor in an intense contest against such competitors as,, and others.

Fast - June 2001
"Memo to Self: Take a Hike! - How one vice president at helped save the company by downsizing his own job. A layoff saga with a hopeful twist."

Seattle Post Intelligencer - June 26, 2001
"Lost-in-the-woods Altrec finds path home"

SNEWS (Specialty News) - June 26, 2001
"Altrec powers Planet Outdoors" Article describes the remarkable story of powering a former competitor site and through the process becoming a business partner with CBS Sportsline.

USA Today - June 20, 2001
- "Spring out of your cubicle into the new season" gets press on its incredible multimedia feature-, built in a partnership with National Geographic.

EBusiness News - May 2001
Retail site exercises lean approach to technology investment: "...there is one Internet retailer, Bellevue, Wash.-based, that said it deserves credit for cutting costs while others wasted their money..."

Puget Sound Business Journal - May 25-31, 2001
- "Some dot-com startups are alive and giving" noted for continuing to support organizations in which it believes such as the American Hiking Society, American Alpine Club and others.

Eastside Journal - May 23, 2001
"Altrec licenses Browser Software" Article notes that has licensed its "Scout Software" to local ISP Adhost.

Elevation Magazine - Spring, 2001
"Gear" Article notes as the one that breaks all the rules and becomes the anomalous startup survivor.

National Geographic - March/April 2001
(Click on link that says "Guide to 16 Historic Sites"), National Geographic and the White House Millennium Council worked together to build an award winning multimedia piece called On the American Trail.

Freeskier Magazine - February, 2001
"Ski Sales GO LIVE" Article notes that may be the site that leads skiers through the doors of the electronic ski shop and that "...marks skiing's first step toward true e-commerce"

Sierra Magazine - September/October 2000
In its Winter Sports & Apparel Buyer's Guide, Sierra Magazine, the environmental magazine whose messages focus on exploring, enjoying and protecting the planet, features an independent review (non-paid) of and writes, "It's a store. It's a magazine. It's an interactive, 24-hour customer service line. Altrec is an all-encompassing website of outdoor and active travel. Sections include Camp & Hike, Cycling, Climbing, Paddling, Snow Sports, Fly Fishing and Conditioning. No matter your interests - from stress-free adventures with your kids to multi-sport vacations in Costa Rica - you'll probably find it here." - September 2000
- " is a one-stop shop for Outdoor Enthusiasts and earned the number-one spot in that profile by providing an abundance of advice, products and resources for serious outdoor athletes. Altrec`s pages are organized in an easy to read manner with pertinent information appearing where you need it while also providing links to featured products, hot deals and comparison shopping charts. succeeds in going above and beyond the call of duty when it comes to providing content, resources and ideas for active outdoor athletes. To list one example, the site recently partnered with National Geographic to co-produce content in a Flash presentation suitable for all Americans. It offers full travel solutions through a partnership with online travel giant Virtuoso and advice on "Where to Go", "How to Go" and "Gear to Go" -- all accessible from many locations throughout the site. recently began featuring complete outfits for any outdoor situation that incorporates hat to shoe ideas for getting outside and being active." - Fall 2000, "The Official E-Commerce Sourcebook" features in the outdoor recreation category. Every merchant in "The Brick" has been approved by the Internet Team on a number of criteria including navigability, quality of presentation, and organization.

How Design - August, 2000
How Design, a business, creativity and technology magazine for graphic designers, has chosen's Crown of Africa" as one of the magazine's "Top Ten Outstanding Awards", and earned final contestant status in the "Best of Show", in the HOW Interactive Design Competition.'s original work, one of 50 out of nearly 750 reviewed, garnered stellar judge accolades including, "This standout piece combined elegant design with compelling graphics, sound and content to create an immersive experience bridging commerce and entertainment. All the components came together perfectly," and, "This dramatic site gave me a clear sense of climbing Mt. Kilimanjaro, the crown of Africa. Wonderfully animated diagrams show climate zones, routes, geology and history. The narration, sound, photography, graphics and interaction combine to make a powerful effect." The award will appear in HOW's August 2000 issue.

Business 2.0 - August 2000
Business 2.0, one of the Internet industry's top magazines, published a follow-up story to the Summer 2000 report ranking the #2 e-commerce site for the entire sporting and outdoor goods categories (In the report, earned the #1 spot for outdoor e-commerce sites.).

Peppers & Rogers Group: "Best Practices of the Top 1-to-1 Web Sites" - Named "Best of Breed" - August 2000
- "...Why the Site Made Our Top 25 - Altrec is organized clearly around the needs of its customers, making the site very easy to use. Customers can choose the specific activity of interest to them (Altrec executives call them "passion points")- fly fishing, paddling, mountain biking, etc. - read feature stories and news updates, make travel plans and buy products related to that activity. Alternatively, from the home page, customers can choose to go directly to the shopping, features or travel areas of the site. One of the most impressive features of the site is its live customer service chat. After inputting his name to get started, a customer is directly connected to a customer service representative who can promptly reply to questions in real-time, and push his browser to the page that will help him. A nice touch to this chat feature is that the customer can view a picture of his representative while talking online..."

Eastside Business Journal (Wash.) - August 21, 2000
In the Eastside Business Journal's "Web Sightings" business column, reporter Richard Lancaster independently reviews saying, " Bellevue-based outdoor online retailer offers wide selection of merchandise, links for travel excursions - Wow! All I can say is, ‘What a great Web site.' Actually, I can say a lot more than that. This is one of the best sites I have seen in a while." Here is a link to the complete feature on - August 21, 2000
Top-ranked online business center® (, which provides in-depth business content covering nearly 150 industries, useful business tools, top-rated products and services in its Marketplace e-commerce area, featured on the home page of its Web site.

"O'Connor believes the and Virtuoso online alliance is one of the few instances where there is an intelligent partnership. It pairs an agile e-commerce company - rated No. 1 in its category by - with a stable, significant player in the travel industry, he says."Read the complete text of the article...

Bicycle Retailer & Industry News - August 1, 2000
BR & IN, the dominant bicycle retail industry publication, reported on's 2000 Tour de France coverage: "VeloNews teamed with, an e-commerce Web site for outdoor enthusiasts, to provide daily coverage of this year's Tour de France. provided space on its Web site for Tour coverage, and Velo News supplied editorial and content until the Tour ended on July 24. The site's coverage had daily diary entries from the US Postal Service Team's Tyler Hamilton, daily reports from Velo News' staff in France, live audio segments, reports on the latest gear and giveaways contests. "The Tour de France takes huge prominence on our site, and our extensive coverage shows's commitment to our cycling base," said Chris Doyle,'s public relations vice president.

Footwear News - July 31, 2000
Footwear News, the leading trade magazine covering the footwear industry, published an extensive feature on " is not just an award-winning sporting goods website; it's an adventure waiting for consumers waiting right inside their computers." Read the complete text of the article... - July 25, 2000
One of the outdoor industry's top online trade "magazines", provided updates on's progress: ", ranked the number one outdoor e-tailer by, recently announced an e-commerce partnership with ReserveAmerica (the nation's largest provider of campsite reservation services) that establishes a retail shop for campers on the ReserveAmerica (RA) website. RA's agreement with marks the reservation service company's first venture in online retailing. In addition to providing online access to more than 83,000 campsites in 14 states, visitors will now be able to research, compare and purchase gear, apparel and accessories for men, women and children from more than 350 of the leading outdoor gear and apparel brand manufacturers. ReserveAmerica, which handled more than 1.1 million reservations in 1999 (approximately 25% of which were transacted via the Internet, verses none 1998), and will share merchandise sales revenue and coordinate marketing initiatives. RA counts 14 states among those that have contracted with the company to provide Internet and/or telephone-based reservation services for state recreation facilities. The company also operates the National Recreation Reservation Service (NRRS). The NRRS is a federal service that provides Internet and telephone reservation access for close to 50,000 campsites and other facilities managed by the USDA Forest Service and the US Army Corps of Engineers. Counting its state and federal clients, ReserveAmerica offers reservation access to more than 112,000 campsites across America."

Boulder (Colo.) Daily Camera - July 09, 2000
The following excerpt is from the Daily Camera's in-depth feature on the News partnership, "TOUR DE FRANCE COVERAGE ON THE NET VELO NEWS PARTNERED WITH INTERNET COMPANY ( TO COVER SPORTS EVENT - Tour de France junkies can get their fix each minute with online race updates from Boulder-based VeloNews. The reports from the cycling publication include racing results, daily diaries from three riders and live audio reports, at Velo partnered with the Bellevue, Wash.-based Internet sporting good company for the coverage."

Newark Star-Ledger (N.J.) - July 7, 2000
On's coverage of the 2000 Tour de France, " - you can keep up with the progress of the Tour online. An outfit called, in partnership with VeloNews, is now carrying daily coverage of the race, along with other interesting Tour information."

Retail Tech - July 2000
Retail Tech's editor-in-chief, published this editorial comment the "Editor's Viewpoint" June column entitled, "Of Customers, Readers and Kings":

"I think Web sites that provide a lot of interesting content related to its products are also effectively serving customers. An exceptional example of that is, a pure-play seller of outdoor gear, apparel and accessories, which offers multimedia features about the outdoors and global travel, as well as articles about specific destinations, activities and cultures." - July 2000 was featured on a special Oxygen Media (owned in part by Oprah Winfrey) cable TV program called "She Commerce". She Commerce "aired" an outdoor gear Internet site feature on June 17-18, 2000, which highlighted the industry's top Internet outdoor enthusiast resources, including

Seattle's DBusiness - (
For the second time in 2000, ranked in the top 50 companies to watch in Western Washington - earned top ranking again in the 3rd quarter. From dBusiness: "Every quarter, reporters and editors evaluate the hot growth companies in the region to find the ones worth watching. We're focused on the private and small- to mid-cap public companies that we feel are changing the economy, but not getting much credit for it."

Sports Trend - June/July 2000
Sports Trend, covering the sporting and outdoor goods industry trade, reports: " has also announced the appointment of its first president, John Wyatt, who previously held executive posts at global retailers Starbucks, Nike and Eddie Bauer."

"Online retailer (Bellevue, Wash.) has named Margaret Foster director of content, Gordon Skoog, senior buyer, and Lisa Braidech, travel manager... "

Forbes' - June 2000
"Best of the Web" Summer 2000 newsstand issue rates among top outdoor gear and apparel sites. "Huge selection of outdoor gear for camping, hiking, snow sports - you name it. The goods are enhanced with every conceivable feature an e-tailer should have: huge product blowups, buying guides, instant chat help, consumer reviews and comparison charts. Editorial section offers excellent advice on everything from overcoming climbing fears to taking young kids camping to expanding your campsite cuisine beyond macaroni and cheese. Mouthwatering travel information and photos abound... Breathtaking photo galleries..." - June 2000
- ranks the number one e-commerce site for outdoor enthusiasts. Criteria used by to develop's Sporting Goods, Summer 2000 - Outdoor Enthusiasts Internet Scorecard™ include ease of use, customer confidence, on-site resources and relationship services. The site review notes that is well organized, enabling users to get information in "a seamless, logical manner." The review also cites's extensive product offering, adventure content and expert advice. It says that "excels at contextual e-commerce by providing hotlinks to gear throughout many articles published on the site."

Apple iReview - June 2000
, " can inspire, inform and outfit the serious adventurer." Apple's four-star rating describes as, "…a combination shopping site and online adventure magazine plays Cupid for outdoor enthusiasts, offering travel packages, gear for activities, from fly fishing to climbing, and adventure articles to get you in the mood."

e-Sports Report- June 30, 2000
Published by Miller Freeman, Inc., e-Sports Report is a new online trade journal covering the outdoor and sporting goods categories. Here are excerpts from e-Sports Report's most recent coverage:

  •, an online destination for outdoor enthusiasts, has partnered with cycling publication VeloNews to offer online coverage of the Tour de France from June 30 through July 24. Bike racing enthusiasts can check out daily insider reporting and race results, and daily diaries from two American riders throughout the race. The site will also offer race photos, reports on gear and apparel, and a daily contest.
  • An evaluation by released earlier this month rated online outdoor portal the No. 1 e-commerce site for outdoor enthusiasts, ahead of and was also ranked No. 2 in the overall sporting goods category, behind Criteria used by to determine the ratings include ease of use, customer confidence, on-site resources and relationship services.
  • Outdoor and active travel lifestyle e-tailer has appointed Margaret Foster as director of content. She oversees the site's content strategy, development and acquisition, and manages and aligns the content of the site to the overall corporate strategy. Gordon Skoog has been appointed senior buyer, responsible for vendor relationships, softgoods buying, and developing cycling and snow sport category partnerships. Lisa Braidech is now travel manager, responsible for developing and growing's travel division and managing the company's travel partnerships." June 27, 2000
Venture capital online "magazine" reports, ", which provides outdoor travel and lifestyle products online, said it named John Wyatt as its first president. Mr. Wyatt most recently vice president of creative services and marketing at Starbucks. Mr. Wyatt will report to CEO Mike Morford. is backed by investors CIMedia and Transcosmos USA."

Eastside Business Journal (Wash.) - June 27, 2000
" yesterday hired John Wyatt as its new president, at a time when the market has not been smiling on online retailers. The Bellevue company launched in April 1998 as an online store for outdoor sporting goods and has quickly expanded as a resource for travel planning, a discussion group for consumers and as a producer of content in its own right." (Colo.) - June 27, 2000
" Hires President, Announces Key Strategic Developments: Online outdoor and travel lifestyle retailer (, yesterday announced the appointment of its first president, John Wyatt, who previously held executive posts at Starbucks, Nike and Eddie Bauer. Wyatt, 49, is responsible for overseeing the day-to-day operations of the company, providing strategic guidance and support to CEO Mike Morford, and directing the company's line managers. Most recently, Wyatt served as vice president of creative services/marketing at Starbucks. Prior to Starbucks, he was the general manager of global development of Nike where he developed and imaged Niketowns, Nike Stores and Nike Factory Stores worldwide. Before Nike, he served as vice president of real estate and store design for Eddie Bauer where he designed, developed and sited retail stores during the company's expansion from 150 stores to 500 stores. In other Altrec-related news, the company announced that it has been selected as an Associate Partner by the White House Millennium Council for the Millennium Trails project, secured proprietary coverage - in partnership with Velo News - of this year's Tour de France, and that their award-winning website was recently recognized by Gomez Advisors as a top online destination for outdoor sporting goods."

ERetailing World - June 26, 2000
Eretailing (, one of the most respected sources of information, trends and analysis for the online retail community, published reports of's executive additions:

" Taps Former Starbucks, Nike Executive: Online outdoor and travel lifestyle retailer,, today announced the appointment of its first president, John Wyatt, who previously held executive posts at global retailers Starbucks, Nike and Eddie Bauer.

Wyatt, 49, is responsible for overseeing the day-to-day operations of the company, providing strategic guidance and support to CEO Mike Morford, and directing the company's line managers. was founded in 1998 under the leadership of Morford.

Wyatt, with an M.B.A. from Northwestern University's (Ill.) J.L. Kellogg Graduate School of Management, most recently served as vice president of creative services/marketing at Starbucks.

Prior to Starbucks, he was the general manager of global development of Nike where he developed and imaged Niketowns, Nike Stores and Nike Factory Stores worldwide. Before Nike, he served as vice president of real estate and store design for retailer Eddie Bauer where he designed, developed and sited retail stores during the company's expansion from 150 stores to 500 stores."

New York Times - June 26, 2000
Bob Tedeschi, the New York Times' E-Commerce Report columnist, covered the trends of mergers during the recent market challenges. Here are some of the excerpts of the story: " - One such site is, which sells goods and travel services to outdoor enthusiasts.

Michael Morford,'s chief executive, said the shakeout among the Internet's outdoor retailers had led to more distractions than opportunities. ‘Through this wave of consolidation, at least 20 dot-coms have approached us, wanting to be acquired,' Mr. Morford said. ‘Frankly, only two of them were worth talking with for more than a half-hour.'

But the company has benefited from the shakeout in other ways. For instance, Mr. Morford said had been in negotiations with Cox Interactive Media to acquire, a content and community site for outdoor enthusiasts, before investors started fleeing Internet companies early this year.

When the downturn took hold, he said, negotiations suddenly became easier, and early last month Cox sold the business to, while also investing an unspecified amount in Mr. Morford's company. ‘If market conditions had been different, the ease of that deal may not have been there,' he said."

San Diego Union Tribune's (Calif.) - June 25, 2000
"Outdoor enthusiasts can plan a trip and gear up for it at The site provides a huge range of pedaling, paddling, snow sports, cycling, climbing, fly fishing, hiking and camping equipment and apparel, along with entertaining travel articles and a trip planner at:"

Sporting Goods Business - June 5, 2000
One of the top trade journals covering sporting goods retailing, Sporting Goods Business reports: " has bought from Cox Interactive Media as part of a deal valued at $10.5 mil. Cox also made an investment in, an online outdoor retailer. is a well-known portal in the outdoor enthusiast community. will use the GreatOutdoors to build market share and expand presence in the community. The investment from Cox Interactive will also be used to boost market share and speed up new products and technology."

Outside Magazine Special Issue Buyer's Guide - Summer 2000
Outside's editorial team named one of the top outdoor sites. Among Outside's remarks, "Helpful customer service, cool 360-degree cyber-views of packs, informative article on women's packs."

Forbes - Summer 2000
Forbes' Best of the Web" Summer 2000 newsstand issue rates among top outdoor gear and apparel sites. It's editorial review team said of, "Huge selection of outdoor gear for camping, hiking, snow sports - you name it. The goods are enhanced with every conceivable feature an e-tailer should have: huge product blowups, buying guides, instant chat help, consumer reviews and comparison charts. Editorial section offers excellent advice on everything from overcoming climbing fears to taking young kids camping to expanding your campsite cuisine beyond macaroni and cheese. Mouthwatering travel inform and photos abound... Breathtaking photo galleries..."

One Show Interactive - May 2000
a New York advertising/creative event awarding creative excellence in new media, presents with a Bronze Award for its multi-media, original presentation of "Crown of Africa"

Money Magazine - May 2000
Money mentions as a key online store for "Winter Gear Off-season sales" noting that carries top brands such as Sierra.

Globe & Mail (Canada) - May 2000
Canada's Globe and Mail business section published reports on's new co-branded store partnership with (

Kiplinger's Personal Finance Magazine - May 2000
Kiplinger's short story notes's industry-leading returns program and describes as, "A shopping site for outdoor enthusiasts and adventure travelers..."

Sports Trend Magazine - May 2000
Sports Trend, a trade journal serving the sporting and outdoor goods industry, carries an in-depth feature on and extensive interview with CEO Mike Morford: "Retail Talk: Not Just a Web Store" describing the depth and breadth of the vision. Here's an excerpt:

"'s approach is what they call a 360-degree destination web-site. A consumer can begin at any point of interest and any level of expertise and satisfy related needs that, over time, may include numerous repeat purchases, trips and treks connected to his or her outdoor lifestyle ambitions.

Because the web can contribute at any stage of the buying process, 'we have come to believe that the web can provide more than a physical store environment.'"

Dow Jones News Service - May 04, 2000
ATLANTA (Dow Jones)- Buys From Cox

"Enterprises - Inc., in a move to bring more online content and visitors to its Web site for outdoor enthusiasts, has acquired from a unit of Cox Enterprises Inc. in a transaction valued at about $10.5 million.

The acquisition, completed last week, is expected to be announced Wednesday by closely held, based in Bellevue, Wash. Terms of the deal also call for Cox Interactive Media, the former owner of, to make a cash Investment in through Cox Enterprises." MORE...

iMarketing News & Direct Marketing News - May 4, 2000
"Online Sporting Goods Market Sees Consolidation With Recent Purchase
Consolidation is continuing in the online sporting goods industry with yesterday's announcement that Inc. acquired rival from Cox Interactive Media in a cash, advertising and promotions deal valued at $10.5 million." MORE...

Wall Street Journal - May 03, 2000
" Inc. is expected to announce today the acquisition of, a Web site for outdoors enthusiasts, from a Cox Enterprises Inc. unit in a transaction valued at $10.5 million. The deal, which includes an unspecified cash investment in by Cox, joins two Web sites with complementary strengths. is best known as a retailer of camping gear and other outdoor products, while was one of the first content-oriented sites specializing in outdoor activities. Terms of the deal call for to get advertising space on 70 local Web sites operated by Cox Interactive Media, a subsidiary of Cox Enterprises, Atlanta, and rights to use all recreation-oriented content on Cox-owned local sites. Cox gets a seat on's board of directors."

Leisure Travel News - April 3, 2000
Travel trade journal Leisure Travel News reported on's newly formed alliance with Virtuoso:
"Virtuoso Partners With Active Lifestyle Site (NEW YORK) -- Upscale travel agency network Virtuoso has partnered with, an on-line outdoor and active lifestyle content provider and retailer, to offer an adventure travel resource on its Web site as well as a referral service to Virtuoso agents." MORE...

Fast Company - April 2000
Fast Company Magazine, one of the nation's top business publications for progressive companies, features its third follow up to's July 1999 on-the-river management learning adventure. Fast Company's April 2000 issue includes a full-page feature on The article continues to track's progress and the impact of the on-the-water learning experience. To access this and previous feature articles in Fast Company, type keyword search "" on

Flash Film Festival - March 2000
San Francisco's "gala celebration of the world's best flash creations", selected's Crown of Africa as one of five finalists from more than 2000 nominees in the Best of Show category.

Web Guide Magazine - February 2000
awarded perfect 10s, the only outdoor Web site to get a perfect score for its content, design, navigability and links and said of, "For a new company, these guys have it together…" Here's the Web Guide Magazine review and more detail on the publication with a link.

Sports Trend Magazine- February 2000
American Rivers, the nation's leading river conservation organization, announced today a substantial multi-level partnership with online lifestyle retailer, Bellevue, Wash. Elements of the partnership include as a featured retailer on American Rivers' web site [] and as an exclusive e-commerce provider on its river recreation site []. will donate 10 percent of each American Rivers-referred purchases back to the organization. The agreement also includes sponsorship of American Rivers' weekly online newsletters as well as sharing river-related content. Additionally, in one of the first agreements of its kind, will donate the use of its e-card technology to American Rivers. With this technology, American Rivers will establish an e-card gallery featuring photos of rivers throughout the United States.

Eastside Journal (Wash.) - February 15, 2000
"High-Tech Profile: A fuller online experience focuses on in-depth content on its Web site for outdoors enthusiasts for a more complete online experience - Like the ancient Chinese curse, Mike Morford is living in interesting times.

One year ago, e-commerce was all the rage in the public markets, the boardrooms and the media. It still is, but only at business-to-business level.

So what's a business-to-consumer online retailer, who launched one year ago in the thick of the frenzy, to do when Wall Street gets tired of the (unprofitable) dot-com craze? Shift direction 180 degrees? Expand a la Amazon?

Morford, CEO and founder of Bellevue-based, finds the answer somewhere in the middle. sells outdoor clothing and equipment online." MORE...

Communication Arts - January 2000
awarded its second prestigious award, this time as the winner in the Communication Arts Interactive Design Annual in the Information Design category for's "Crown of Africa" original feature ('s award will appear on a CD-ROM bundled with the September/October 2000 issue of Communication Arts.

Seattle Post-Intelligencer - January 28, 2000
" finds capital despite fickle VCs

Venture capitalists are known for their herding behavior.

One day they are flocking to biotechnology start-ups, the next it's telecommunications or Internet infrastructure. For entrepreneurs trying to gauge the fickle nature of VCs, it can be a tough game." MORE...

MSNBC - January 16, 2000
In a feature on Internet companies selecting names for their companies, MSNBC wrote about various company's name changes. Here's an excerpt from that article, "Net startups play the name game - ‘We needed a name that didn't carry any baggage, if you will, "says Doyle, vice president of public relations, " - a name that would invoke uniqueness, credibility, accessibility. We said, let's find a name that we can build a brand personality around."

Sporting Goods Business - January 04, 2000
Here are excerpts from sporting goods trade journal SGB's feature article highlighting's industry leading customer service. " gets personal with service - Tapping into the lifestyle aspect of outdoor adventure through proprietary technology sets apart from what has become a crowded neighborhood of industry sites. Live online customer service, innovative product presentation and customer-generated editorials have pushed growth steadily upward, and resulted in huge sales increases this holiday season - For instance, the company has developed an interactive personal shopper for their customers - believes enthusiasm for the outdoors involves more than buying new gear. "Being technically innovative allows us to educate, entertain and inspire our customers, and then we weave that into the product purchase," (CEO Mike) Morford said."

Macromedia - December 1999
a company enabling professional Web developers to create engaging and effective next-generation Web sites, featured's original feature, "Crown of Africa", in its "Sites with Life" category. ('s "Crown of Africa" is featured in the December archive)

RedFilter - December 1999
featured as one of the weekly recommended sites, and represents the best of what the RedFilter directory has to offer, which in turn represents the best of the web.

SXSW Interactive Web Site Competition, one of the nation's most prestigious Internet competitions sponsored by Ask Jeeves, ZDNet Gamespot and The Industry Standard, selected as one of four finalists in the Best E-commerce Web Site category. More than 350 total entries in 24 different categories were received for the 1999 SXSW Interactive Festival Website Competition. From these, a team of judges selected approximately 90 finalists, which were eventually narrowed to the winning 24. The other finalists are listed online at

Knight Ridder Tribune Business News - November 30, 1999
Syndicated news source, Knight Ridder reported on's, and the nation's, first electronic returns partnership program with the U.S. Postal Service:

"Worried about being able to painlessly return merchandise bought online?

If your e-tailer is part of a new U.S. postal service program, it could be easier than you think.

The new program, called "returns@ease," is being touted as a hassle-free, electronic-return service. About 500 online businesses are expected to use the program initially." MORE...

Albany (NY) Times Union & BizRate - November 21, 1999
"( named a Top-ranked Online Shopping Site"

The Times Union of Albany, NY, reports that gives a #2 top ranking.

Seattle Post Intelligencer - November 18, 1999
"Bellevue-based, an online retailer of outdoor gear, said yesterday that it was adding cycling, paddling and climbing merchandise to its Web site, bringing total products at the online store to 5,000."

New York Times - November 18, 1999
The New York Times mentions that is the first online retailer to launch the U.S.P.S Returns@ease program - a precedent-setting, online customer service-driven returns program and a key answer to consumer worries about online returns

Advertising Age, - November 8, 1999
"Before could compete, it had to generate a passion..."

Advertising Age, the international publication of the marketing industry, wrote, "Follow the Guide...Before could compete, it had to generate a passion," and tells an in-depth story about the origins of the brand. Here's an excerpt of the feature story:

"Engender Friendship: The site also offers ample opportunity for reviews written by consumers; consumers questions and's answers; and a consumer panel that rewards participants with free merchandise. The goal is to make the site as friendly as possible."

Internet World News - November 4, 1999
"Outdoor gear retailer, which launched the merchandise return service Wednesday, is the first of more than 500 businesses expected to adopt the system."

Internet World News, is an industry source of information relating to the Internet which enhances personal and business productivity on the net. Here is the complete story:

"Postal Service Helps Web Merchants With Returns - Stung by e-mail's increasing popularity as an alternative to snail mail - and unhappy with market share lost to competitors such as FedEx and UPS - the U.S. Postal Service is fighting back.

Seeking to lure Internet retailers while befriending consumers, it is aggressively marketing a system that allows consumers to return merchandise free of both shipping fees and paperwork.

Outdoor gear retailer, which launched the merchandise return service Wednesday, is the first of more than 500 businesses expected to adopt the system, according to USPS spokesman Gerry McKiernan.

'As far I know, the Postal Service is the first to offer such a system - offering a completely Web-based company such as ours the opportunity to create return labels automatically,' said chief technology officer David Geller. Using a Merchandise Return API (Application Program Interface), the system allows customers to download postage-paid labels directly from the merchant's Web site. Packages can then be brought to any post office, dropped in a collection box, or handed to a mail carrier.

Designed to speed returns while reducing their cost, the system provides merchants with a quicker turnaround time for restocking and selling merchandise at a cost of 30 cents per return plus postage, McKiernan said.

'This system will streamline the returns process for both the company and the consumer,' Geller predicted. 'The customer can schedule a return any time of the day or night. When a package arrives here, the USPS label is scanned, and, we can determine where it came from and who should be credited - without the need to ask the consumer for additional information.

The ability to provide quick, efficient returns is particularly important to Web-based retailers such as Altrec, which competes with brick-and-mortar businesses that have established infrastructures for handling returns and controlling inventory.

As competition on the Internet intensifies, and more first-time buyers make purchases online, Web analysts say, the companies with the most painless return policies may find themselves with a powerful marketing - and inventory control - tool."

Seattle Times' - November 3, 1999
"A Seattle-based online retailer ( is the first in the nation to team up with the U.S. Postal Service to make returning merchandise purchased on the Web virtually painless."

CNNfn Moneyline Hour, CNN & CNN Headline News - November 3, 1999
CNNfn Moneyline Hour, CNN and CNN Headline News reported that set new standards in online retailing with Scout Service, a technology the company developed in-house to provide customers with live, real time customer service and to be able to steer customers' browsers to any point on the web. The segment was part of a larger story calling attention to retailers' efforts to deliver quality online experiences during the holiday shopping season.

Fast Company Magazine, - November 1999
"Extreme Teams: Take 10 talented businesspeople, put them on a rapids-choked Idaho River, watch the temperature rise to more than 100 degrees, and what do you get? A radical experiment in warp-speed team building..."

Fast Company Magazine, an award-winning business magazine, featured in its November ToolBox section. "Extreme Off-Site" features a candid, real-life account of's recent team-building experience on Idaho's Salmon river in Class V rapids, all with the goal of creating a company that is "built to last." The story is available at

Knight-Ridder News Services - November 1999
"Seattle-based make returning merchandise purchased on the Web easier."

Knight-Ridder syndicated newspapers in November 1999 ran the following story, "Many Happy Returns," an article stating that "Seattle-based has become the first of an expected 500 online businesses to team up with the U.S. Postal Service to make returning merchandise purchased on the Web easier." The AP story ran in newspapers nationwide, including the Los Angeles Times, San Jose Mercury News (Calif.), Orange Country Register (Calif.), Miami Herald, and many more.

CNNfn Moneyline Hour, CNN, CNN Headline News, KING 5 Seattle and Fox's Q13 - October 27, 1999
CNNfn Moneyline Hour, CNN, CNN Headline News, KING 5 Seattle and Fox´s Seattle Q13 Reports each reported on´s cutting-edge returns program developed in concert with the U.S.P.S. The segment showed multiple visuals of the web site and illustrated the company's precedent - setting returns program.

Electronic Commerce News' - October 25, 1999
" aims to ease move to web for outdoor gear companies"

Electronic Commerce News' in-depth article describes how, an Internet-only start-up retailer, secured the trust and support of top-tier brand manufacturers. Here are some story excerpts:

"Executives at, a Bellevue, Wash. based e-commerce and content company, say they're helping persuade outdoor gear manufacturers to overcome their concerns and enter this new arena... also created an extranet to allow manufacturers control of their available-to-sell numbers, as well as fill out packing slips immediately and ship directly to consumers. That allows them to use portions of their existing distribution systems.

Altrec encountered such initial resistance from manufacturers that the site launch was delayed about five months because the company did not have enough brands. It was finally launched in March 1999 and was the first site to sell products from Sierra Designs, Patagonia and several others...

The site itself mixes content and e-commerce, allowing customers to read about and research possible adventures, prepare for a trip, buy gear, offer reviews of that equipment, and talk in real- time to an customer service representative, who can direct their browser to specific information that will answer specific questions."

Christian Science Monitor's - October 19, 1999
"One really cool site!"
Christian Science Monitor's Cybercoverage Online in its daily web site reviews said of Route360 multi-media content feature, "...this is one really cool site," and further describes's rich content.

Sports Trend's e-Retailer News - October 1999
" Wants Balance"

Sports Trend's e-Retailer News' interview with CEO Mike Morford yields insights into the importance places on customer service. Sports Trend is an publication written for and about the sporting/outdoor goods retail industry. Here's an excerpt from the " Wants Balance" interview with Morford:

"The biggest differentiation is our market's whole lifestyle orientation. We're not throwing product at the consumer. We're trying to connect with them, and to tap into all areas of that lifestyle...You've got to look at what the customers want. Whether they're in a brick-and-mortar shop, or a virtual store, the most important thing isn't what one retailer has over another. It's are the consumers' needs being met?"

Seattle Times - August 31, 1999
- " is building an impressive storefront..."

Digitrends - August 24, 1999
"Altrec soars with the"

Digitrends, an industry magazine reporting on breaking news in the e-commerce industry, reported on two new partnerships:

"Altrec soars with the -- Hooking up with online community, an online community for outdoor enthusiasts, and online-only retailer will provide e-commerce offerings including apparel, supplies, and travel services for visitors. The store is set to launch next month. The two forces will also undertake co-branding and other marketing alliances. includes original content and programming from the Outdoor Life Network, and is run by Cox Interactive Media, a subsidiary of Cox Enterprises. also announced a joint e-commerce effort with ESCAPE magazine for a co-branded travel and outdoor equipment and apparel online shopping destination."

New York Times Syndicate - June 27, 1999

The only constant about the Internet is change. That's especially true of travel Web sites, and the best ones endeavor to improve their content and functionality all the time. Here's a roundup of sites, new ones and improved ones, to make travel planning easier, faster and, it is hoped, less expensive. ( is a new outdoor adventure travel site that sells adventure travel gear and publishes travel articles. Visitors to the site can follow a round-the-world trip by a couple named Randy and Kim Kerr who use IPIX technology to display their photographs. You can "enter" a photograph and change direction at will for a 360-degree view, as if you're inhabiting the camera. It's clever, whether the photograph is of Bangkok's Floating Market or Barong Balinese dancers."

CBS This Morning - CBS New York - May 7, 1999 was included in a CBS This Morning Mother's Day feature for offering up the newest gear for moms on the go. - March 29, 1999
" named to's Top Ten eBusiness List." - March 29, 1999
Interview with CEO, Mike Morford.

Puget Sound Business Journal - March 22, 1999
"Rivals gear up to play with outdoors with"

Eastside Journal - March 15, 1999
" Puts Outdoor Gear Online."

Communication Arts awards's Route360 feature as "Website of the Week" in their Interactive Section.

Washington Post favorably reviewed and placed our web site in their Browse Online Merchants section.

eMarketer names to Top 10 E-commerce Site List. - previously known as
raves, "What a great site!" and places on its Camping Guide pages. selected as a member of the elite group of Internet shopping sites promoting innovative design, layout and navigation, and for possessing interesting and useful consumer products.

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