BackcountryStore.com, an online specialty outdoor retailer, has changed its name and corresponding Web address to Backcountry.com.
The Heber City-based company paid $75,000 for the rights to the Backcountry.com Internet domain name. The company specializes in outdoor gear for backpacking, climbing, hiking and other sports.
BackcountryStore.com co-founder John Bresee said the company has "coveted the Backcountry.com domain name since we began in 1996, and we finally had enough money squirreled under the mattress to seal the deal."
"We continually make justifications about the domain being five letters shorter and how with our traffic that will equate to 45 million fewer keystrokes a year for our customers," he said. "But the truth is, we always considered ourselves to be Backcountry.com, . . . we just didn't own it."