Kelty cuts Middleman

Following in the footsteps of other outdoor companies like Burton, Columbia and The North Face, Kelty revamped its Web site this month to sell products directly to customers. Cutting out the middleman, the company’s site is a one-stop shop.

Instead of visiting the Web site to research gear, then being directed to a site like Moosejaw, Backcountry or REI to make the purchase, Kelty customers can shop, post reviews, make a wish list and buy direct.

As companies look to increase revenue, I think the trend of selling directly to consumers will become more enticing. That’s unfortunate for resellers who could potentially lose shoppers. But it could reinvigorate some brands.

Kelty’s new site is live at www.kelty.com.

—Ryan Dionne