Capstone Partners advised Wise Owl Outfitters (Wise Owl), a leading provider of branded camping hammocks and related accessories sold on Amazon and direct-to-consumer (DTC), on its sale to Thrasio, a consumer goods company reimagining omnichannel commerce and consumer products.
Founded in 2015 by Sarah and Todd Douglass, Wise Owl Outfitters is a growing camping brand offering high-quality, affordable camping hammocks and accessories. In addition to its selection of single and double camping hammocks, Wise Owl offers a range of camping supplies and outdoor equipment, including bug nets, tree straps, rain tarps, pillows, sleeping pads, towels, tent stakes and blankets. With over 30,000 reviews and a cumulative 4.8-star rating, the Company’s camping hammocks are the best-selling and most reviewed hammocks currently sold on Amazon.
Thrasio is the largest acquirer of Amazon third-party FBA brands and is quickly becoming one of the largest and most profitable consumer product companies in the Amazon ecosystem. To date, Thrasio has acquired over 125 brands and boasts a portfolio of more than 22,000 products.
Sarah Douglass, Founder, Wise Owl Outfitters, said
“Throughout this whole process, we were blown away by the attention and thoroughness that was provided by Capstone. The team was top notch and we are so beyond grateful that we decided to go with them. They far exceeded our expectations and we feel confident that we got the best deal possible because of them.”
Douglass added, ” Likewise, our experience with Ali Weiss, Manager, Acquisitions and Thrasio’s team was a real pleasure. They worked with us to ensure this was a great deal for both parties involved. They were attentive and responsive, and we were very pleased at how fast and smooth they made the whole process.”
Lisa Tolliver, Senior Director at Capstone and lead on the transaction, commented
“Sarah Douglass is a strong brand builder and we were excited to represent her on this transaction. Along with having the category leading camping hammock on Amazon, Wise Owl has built notable brand strength and a strong social media following. The brand has tremendous opportunities for future growth both on and off of Amazon, which was recognized by Thrasio. Thrasio’s M&A team was great to work with and we were impressed with their efficient closing process.”
Ken Kubec, VP Acquisitions for Thrasio, added
“Wise Owl is an ideal brand for Thrasio’s portfolio. The company has developed into a top-ranking seller of outdoor equipment on Amazon headlined by their awesome camping hammocks, currently #1, and their strong line of products, all worthy of the same ranking. We are thrilled Sarah chose to partner with us, enjoyed a quick transition, and we look forward to sharing the upside we create for the brand with its hardworking, genuine, and fearless founder.”