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AllTrails creates
a lifestyle experience
through merchWe're Your
Partner in
Branded Products
Website
Industry
Technology
TL;DR: Boundless helped AllTrails transform their digital-first brand into a premium, scalable DTC merchandising ecosystem—aligning brand strategy, product design, ecommerce, and fulfillment into one seamless, end-to-end experience.
Overview
AllTrails, the go-to app for outdoor exploration, partnered with Boundless to bring their brand off the trail and into real life. The goal was to translate a deeply loved digital product into physical goods that felt authentic to their community and true to their brand ethos. Boundless served as a single strategic and executional partner, delivering everything from brand definition to product, platform, and fulfillment.
Strategy & goals
Through our proprietary BrandEQ™ process, Boundless led collaborative workshops to uncover AllTrails’ core brand archetype and key user personas. These insights informed a merchandising strategy rooted in purpose, personality, and lifestyle relevance.
We developed a comprehensive brand book and custom graphic systems, then translated them into a premium apparel and hardgoods collection. Each SKU was intentionally curated using Visual Line Plans (VLPs)—mapping consumer style profiles to specific product touchpoints with commercial clarity and retail-level aesthetics. The strategy ensured every product felt both brand-right and market-ready, bridging the worlds of outdoor performance and everyday wear.
Results
Boundless activated the full DTC ecosystem to bring the collection to market. This included photographing the line, launching a custom Shopify storefront, and managing pick, pack, and ship logistics through our integrated fulfillment network.
The result was more than merchandise—it was a cohesive direct-to-consumer experience. AllTrails gained a fully operational commerce engine supported by consistent brand storytelling, streamlined operations, and scalable infrastructure, enabling them to meet customer demand without added internal complexity.
Conclusion
With Boundless as a single partner, AllTrails unlocked strategy, storytelling, and execution under one roof. The partnership transformed AllTrails from a digital utility into a wearable lifestyle brand, empowering their community to represent the brand with pride—on the trail, in the city, and everywhere in between.
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