Along the same lines....
KUIU is owned by an investor group of conservation-driven families and businesses, including
Cox Enterprises, who acquired the company in December 2025. It operates as a private company, with its current operational structure and CEO Melissa Woolf remaining in place. [
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The brand was originally founded in 2011 by the late Jason Hairston. Previously, the private equity firm Main Post Partners held a major stake in the company from 2017 until the end of 2025. [
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Cox Enterprises is a privately held conglomerate organized into several core business divisions:
Cox Enterprises [
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- Cox Communications: Broadband, telecommunications, and smart-home provider. Key brands include Cox Business, Cox Homelife, RapidScale, and Segra. [1, 2]
- Cox Automotive: Vehicle remarketing and software Cox Automotive. Brands include Autotrader, Kelley Blue Book, Manheim, Dealertrack, and vAuto. [1, 2, 3]
- Cox Farms: Indoor agriculture and produce Cox Farms, which owns BrightFarms and Mucci Farms.
- Cox Outdoors: Outdoor gear and conservation, which owns Loop Tackle and KUIU.
- Investments: Strategic holdings in cleantech and fintech such as GoodLeap. [1, 2]
Main Post Partners is a San Francisco-based private equity firm that invests in high-growth consumer, franchising, and lifestyle brands. [
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Main Post Partners' Involvement with KUIU
Main Post Partners
first invested in the ultralight hunting gear brand Kuiu in January 2017. Over their nearly nine-year partnership, they helped transform the company from a founder-led, digitally native business into a scaled, omnichannel leader. They supported KUIU in expanding its product line, opening physical retail stores, and professionalizing the organization. In
December 2025, Main Post Partners
sold KUIU to an investor group consisting of conservation-minded families and businesses (including Cox Enterprises). [
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Notable Brands and Companies Owned/Backed by Main Post Partners
Main Post Partners holds a mix of current and realized investments across various consumer, service, and wellness sectors. Notable current and past companies include: [
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- Enthusiast & Lifestyle
- EagleRider (Motorcycle rental and tours) [1]
- Multi-Unit & Consumer Services
- Flynn Group (World's largest franchise operator of concepts like Panera Bread, Applebee's, Taco Bell, and Planet Fitness)
- Smoothie King
- Chuze Fitness
- HomeWell Care Services
- SK Services (Precision Garage Door Service franchises) [1, 2, 3, 4, 5]
- Food, Beverage, & Wellness
- Nulo Pet Food
- Stellar Snacks
- Viva Chicken
- Jimmy John's (Past investment) [1, 2, 3]
- Personal Care & Beauty
- Milk Makeup
- Not Your Mother's (Hair care; sold to Henkel in early 2026)
- Too Faced Cosmetics (Past investment) [1, 2, 3, 4]
- Consumer Value Chain
- Fortis Solutions Group [1]
Jason Hairston founded the ultralight hunting brand KUIU in 2011. His wife,
Kirstyn Hairston, and he partnered with Main Post Partners in 2017 to secure outside investment. However, exact equity percentages were never publicly disclosed. Following Jason's death in 2018, Kirstyn managed her family's remaining interest in the company. [
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In late 2025, Kirstyn Hairston and management officially exited their positions when KUIU was acquired by a collective of conservation-minded investor groups, including Cox Enterprises. The brand continues to operate independently under its CEO, Melissa Woolf. [
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