Learn about Target’s “fur-fluencers,” Patagonia’s new sustainability partnership and how air cargo capacity could affect ecommerce in 2025. Plus, Parcel Forum kicks off this week and CSC Generation Enterprise acquires Backcountry.
In this week’s news, delve into CSC Generation Enterprise’s acquisition of Backcountry, signaling brand expansion, and Patagonia’s eco-forward partnership with Canopy for sustainable packaging materials. Learn how air cargo capacity could impede ecommerce growth in 2025, and discover Target’s playful use of "fur-fluencers" in marketing. Explore the exciting convergence of gaming and retail with Roblox’s Shopify integration, and don’t miss the upcoming Parcel Forum 2024. Visit our blog weekly for the latest updates in commerce and retail.
CSC Generation Enterprise acquires Backcountry, expanding its brands
CSC Generation Enterprise (CSC) has acquired Backcountry, a prominent online retailer specializing in outdoor gear and apparel, along with its associated brands: MotoSport, Competitive Cyclist and Steep and Cheap.1 This acquisition marks a significant expansion of CSC’s portfolio, which now includes over ten consumer-centric brands.
"We were drawn to Backcountry for several compelling reasons: their extensive and varied product range, deep connections with the outdoor community and the remarkable passion and loyalty of their customers," said Justin Yoshimura, CEO of CSC. The acquisition strengthens CSC's position in the retail market and aligns with its digital-first business strategy.
Melanie Cox, CEO of Backcountry, shared her excitement, stating, "Our team is enthusiastic about utilizing CSC's expertise and resources to accelerate the Backcountry strategy. We are confident this acquisition will enable us to expand our market presence and continue delivering outstanding outdoor experiences."
Backcountry will maintain its brand identity and customer relationships, while benefiting from CSC's focus on digital innovation. The acquisition highlights CSC's commitment to enhancing customer experiences and driving growth through technological advancements.
Patagonia partners with Canopy to develop sustainable packaging solutions
Patagonia has joined Canopy’s Pack4Good initiative, furthering its commitment to sustainability by focusing on Next Generation packaging solutions.2 Pack4Good, led by non-profit Canopy, works to protect forests, species, and the climate through sustainable alternatives.
Building on a decade-long partnership with Canopy, which began in 2013 with efforts to eliminate Ancient and Endangered Forest destruction from viscose textiles, Patagonia is now committed to ensuring its packaging comes from sustainable sources like agricultural waste, rather than trees. This initiative addresses the environmental impact of paper packaging, which logs 3.1 billion trees annually.
“Patagonia is excited to announce its partnership with Canopy’s Pack4Good initiative,” said Jennifer Patrick, Packaging and Branding Director at Patagonia. “We are taking steps to review and develop more responsible packaging materials in partnership with Canopy.”
Patagonia has already made strides by using 100% recycled content in its packaging and catalogs, and now aims to develop and scale Next Gen solutions that reduce reliance on primary forests. Nicole Rycroft, Founder and Executive Director of Canopy, praised the collaboration, stating, “Patagonia is leading the outdoor apparel sector towards a more sustainable future.” This partnership brings the Pack4Good initiative to 445 brands globally.
Air cargo capacity could hinder ecommerce growth in 2025
Airlines will face significant challenges in meeting air cargo demand, as ecommerce growth is expected to create an “unprecedented state” of limited capacity, according to Ryan Keyrouse, CEO of Rotate.3 Speaking at the EU CBEC ecommerce forum, Keyrouse highlighted that air cargo demand has grown 11-12% in 2024 and is set to increase by another 2-7% in 2025.
Rotate’s survey of over 50 industry stakeholders revealed that 49% expect ecommerce growth to continue aggressively. Keyrouse questioned whether available capacity will be sufficient to meet this demand, as key trade lanes already have high load factors – 87% from Asia to North America, and 86% from Asia to Europe and the Middle East.
With aircraft utilization at its peak and fleet capacity set to grow by only 4.4%, airlines may need to shift capacity from the transatlantic to the transpacific to accommodate growing demand. However, this could worsen the imbalance between front and back hauls, further complicating cost and efficiency concerns for airlines.
Target takes aim at pet owners and uses “fur-fluencers” in their marketing efforts
Target Corporation has announced The Cuddle Collab, its first exclusive collection for pets and pet lovers, launching September 21.4 The collection includes over 180 items inspired by popular pet influencers, with prices starting at just $3. Shoppers can find matching accessories for pets and humans, plush toys, treats and stylish home décor.
“We know pets are family for many of our shoppers, and The Cuddle Collab celebrates that connection,” said Jill Sando, Target’s executive VP of merchandising. The collection, influenced by six social media “fur-fluencers,” showcases items like custom charm bars, pet beds and exclusive Stanley pet products.
To promote The Cuddle Collab, Target will host in-store events and launch a reality-style social series, The Pets of Tarjay, which highlights the collection through humorous pet-focused content. The national advertising campaign also features pets joyfully taking over Target for a night of shopping.
Gaming and shopping unite with Roblox’s new Shopify integration
Shopify has been named Roblox’s first commerce integration partner, enabling creators and brands to sell physical products directly within Roblox games.5 This partnership introduces Shopify’s world-class Checkout feature to the platform, offering a seamless shopping experience for Roblox’s nearly 80 million daily active users. The integration allows brands on Shopify to connect with Gen Z consumers through immersive experiences without leaving the Roblox platform.
The collaboration, set for a larger launch in early 2025, creates new entrepreneurial opportunities for Roblox creators by expanding their avenues for selling merchandise like clothing and collectibles. "Commerce happens everywhere," Shopify states, underscoring how this partnership marks another step in shaping the future of immersive shopping.
This move builds on Shopify’s recent successes, with Q2 revenue up 21% to $2 billion and gross merchandise volume growing 22% to $67.2 billion.6 Shopify has also expanded its reach across digital platforms, partnering with YouTube and Target to integrate commerce within content and marketplaces. The Shopify-Roblox alliance represents a significant push toward combining commerce and gaming to attract digitally savvy audiences.
Parcel Forum 2024 kicks off this week
The Parcel Forum event kicks off today at the Gaylord Texan Resort, bringing together small-package supply chain professionals for its 22nd year.7 The conference focuses on helping attendees improve efficiency and reduce costs in shipping, warehousing, packaging and distribution for both ecommerce and B2B markets.
The event features workshops, exhibitors, keynote speakers and networking opportunities designed to enlighten and educate participants. The unique exhibit hall experience also offers valuable insights into the latest industry trends and technologies. With 98% of past attendees recommending the event, the Parcel Forum continues to be a leading platform for professionals looking to enhance their shipping and supply chain strategies. Cart.com’s Ashley Gladney and Caitlin Postel, Senior Account Executives, Fulfillment Services, will be in attendance and open to network.
