Oz Backcountry is Australia’s fastest growing outdoor adventure equipment retailer, Founded by John Mac and Manon Markie in 2017.
After five years of growth, they realized the best way to take Oz Backcountry to the next level was to bring in new owners who could unlock previously gated opportunities. In June 2024 the business sold on Flippa for six figures to a Queensland couple with substantial finance and business calibre who were aligned with Oz Backcountry’s mission. The process was smooth, supported, and resulted in a strong outcome for all parties involved.
The Founder’s Story
As mountain professionals, John and Manon found themselves disappointed with the range of gear and support available in Australia. Rather than wait for the market to adapt, they decided to build something better.
John’s professional commercial background played a pivotal role in the success of the business. A seasoned entrepreneur, senior growth consultant, and business advisor, he had been building and scaling startups since his teens. He’s worked with some of Australia’s fastest-growing startups, using a structured, systems-driven approach to growth – all of which he applied to Oz Backcountry from day one.
This experience shaped the brand’s focus on reliability, customer experience, and operational excellence. The store catered to a niche but growing market of backcountry skiers, climbers, hikers, and runners – customers who appreciated thoughtful design, exceptional service, and demand the worlds best equipment.
Oz Backcountry gained traction immediately, and scaled-up fast. John & Manon reinvested profits, built a strong reputation for Oz Backcountry, and upheld high standards across product, delivery, and customer support.
Company Overview
- Business Name: Oz Backcountry
- Location: Australia
- Founded: 2017
- Sellers: John Mac, Manon Markie
- Sale Price: Six figures, exact figure non-disclosed
- Business Type: Ecommerce (Specialist Outdoor Adventure Equipment)
- Sale Platform: Flippa
- Flippa Business Broker Support: Ashwin Almeida
The business operated on a 3PL model with low overheads, strong SEO performance, and profitable paid ad campaigns. With consistent YoY growth and a loyal Aussie customer base, Oz Backcountry was poised for expansion and retained substantial headroom for growth.
The Strategy Call
After five years of hands-on growth and reinvestment, the Founders felt they had taken the business as far as they could within their available bandwidth and whilst balancing other life commitments. Scaling to the next level would be accelerated if they could bring in additional energy and resources.
“We gave it incredible growth over the prior 5-year period, and Oz Backcountry’s growth rate wasn’t tapering. So in order for it to really become a very mature Brand and really cement its market dominance, Oz Backcountry was going to benefit from growing another 500%. This growth was happening over time, but would be accelerated with additional resourcing and talent. So, we decided the best strategy was to give Oz Backcountry new owners.”
John and Manon cared deeply about who took the reins. They wanted an Australian buyer who aligned with the brand’s values, was committed to maintaining its independent identity, and serving the Aussie outdoor community.
Why Flippa?
John discovered Flippa through podcasts and chose the platform after completing due diligence on the sale options because it offered access to a wide buyer pool and provided structured broker support. He partnered with Flippa’s in-house broker, Ashwin Almeida, to manage the sale.
The listing attracted serious buyer interest. Together, John and Ashwin screened the enquiries to find someone who not only had the operational skill but also the right vision for the brand’s future.
Once the deal progressed, John made a detailed handover plan that included pre-sale onboarding, structured checklists, and a collaborative transition process. The buyers were also seasoned operators with a background in M&A, and their expertise and energy further helped ensure a smooth transition.
Transition Period
John and the new Owners started preparing for the handover well before the sale closed. They started onboarding as appropriate, walking through systems, documentation, and operational processes.
“We started onboarding the new owners before Completion. All parties showed exceptional commitment, going above and beyond to ensure Oz Backcountry was positioned for long-term success.”
He also developed a comprehensive, multi-phase handover checklist covering pre-completion, completion day, and post-completion. The checklist was shared, reviewed, and agreed to by all parties to ensure clarity, and tasks were tracked to confirm completion verification by Flippa and funds release from Escrow.
This structured approach, combined with the buyer’s willingness to be hands-on and proactive, resulted in a smooth transition without delays or surprises.
Lessons for Aspiring Entrepreneurs
John’s experience offers practical advice to business owners prepping for or thinking about an exit:
- Start exit planning early: Preparing the business 2+ years ahead of time helped make the sale process more efficient.
- Choose the right buyer, not just the highest offer: Finding someone aligned with the brand’s mission was a top priority. Alignment with the brand’s values matters more in the long term.
- Create a detailed handover plan: Document everything, build a checklist, and track it collaboratively to avoid confusion. “If you do that then you will ideally have no errors and everything should go quite smoothly.”
Future Plans
Now the sale has closed, John has Founded two new ventures based on the last 10 years of learnings.
OPENBATT is building the world’s first open-source battery ecosystem, and Exit Evidence helps Founders of Shopify D2C’s max-out the value of their Exits.
On the personal fronts, the couple has been focused on building the Snowy Mountains first Certified EnerPHit PassivHaus.
