Backcountry.com announced today that it is killing Brociety.com, its snowboard-only ODAT site, and moving all the gear to WhiskeyMilitia.com, it’s general action sports ODAT store.
According to the former Brociety.com, the site needed to be killed due to what they’re calling “overnichification - a malady resulting from taking a good idea a bit too far.”
“We thought that our hyper-focused snowboard niche strategy would appeal to snowboarders and drive sales through the roof,” said Chris Brown, the former site’s Merchandise Manager. “Now it’s obvious that we took ‘niche’ too far. What started as core became boring and what was meant to be cool left us cold. So, yeah, Bro is dead, but long live Whiskey.”
Brociety was launched in February of 2009.
According to Backcountry: “Though Brociety’s vitals have been transplanted to Whiskeymilitia.com, the spirit (and customer service) of Brociety.com lives on. All account and past order history is still available on Brociety.com. And Brociety’s Facebook Page (Brociety | Facebook
) and gear forum (Stupidly marked down deals - Forum from Brociety.com
) are still accessible so loyal customers can share condolences with other mourners of the dead.