Another One Bites The Dust... So long Kuiu

[Wes Mantooth]

None of these moves are inherently fatal, but together it is the same old PE playbook: widen the customer base, grow revenue, and eventually exit at a higher multiple. The risk isn't that KUIU's hunting gear will suddenly become garbage, I think it is less obvious than that.
It's that R&D, brand, and marketing money gradually shifts toward the larger market of general workwear and lifestyle consumers, while the hardcore backcountry hunter who made KUIU what it is gets treated as a "remember those guys?" rather than the core of the brand. Look at the launch of the Carhartt-styled stuff. That is a larger audience money grab.
At that point, competitors are happy to fill the void.

 

[Carnage2011]

I don’t believe this is a typical PE situation. My understand is that this is a bunch of hunters that banded together and bought the previous PE group out. The previous group was taking things down a path that some people within the company didn’t like and felt they were degrading the product. They were able to purchase the company back from them. I don’t know how it will play out but I don’t think it’s similar to the SG buyout or any other others recently.

 

[Wes Mantooth]

I don’t believe this is a typical PE situation. My understand is that this is a bunch of hunters that banded together and bought the previous PE group out. The previous group was taking things down a path that some people within the company didn’t like and felt they were degrading the product. They were able to purchase the company back from them. I don’t know how it will play out but I don’t think it’s similar to the SG buyout or any other others recently.

Some former SIMMS guys are part of the mgmt. team for KUIU now, and KC Walsh has some $$$ stake. It won't be the KUIU of old, as the SIMMS playbook contains plenty of lifestyle pushes, retail expansion, etc. as part of the plan. At the end of the day, the core, DIY hunter (real or perceived) market is not even remotely close to what the rest of the market can offer. That will not be overlooked for the feel good ideals of "let's not change too much".

I think brands like EXO are a good example of staying true to the core mission, living the brand and not deviating. But we are all sideline spectators to what will or can happen when things get tricky, growth goals start to take steroids, and PE money becomes the fast-track to "the next big thing." I have experienced it firsthand with two brands, and it is sad to see the soul and culture bleed out.

There are more negative examples of this happening in the Outdoor/Hunt space than positives, so my cynical side is not betting we will see it become something better when compared to "the old KUIU" (or SG, MR, Sitka, SIMMS, etc.)

 

[NVnooby]

If possible show my ignorance some grace, but didn’t Sitka get bought up by W.L. Gore? Which seems to me more like vertical integration rather than the same situation as the PE firms that bought SG, or Simms, KUIU etc.

Not intending to be confrontational, genuinely curious what information I’m missing.

 

[rustednuts]

If possible show my ignorance some grace, but didn’t Sitka get bought up by W.L. Gore? Which seems to me more like vertical integration rather than the same situation as the PE firms that bought SG, or Simms, KUIU etc.

Not intending to be confrontational, genuinely curious what information I’m missing.

They got bought by the group that owns Yeti

 

[Life by the Horns]

Started buying some of the Kings brand for my kids.... So far they seem like a good alternative to Sitka and Kuiu.

 

[TheTone]

They got bought by the group that owns Yeti

I was aware mystery ranch was bought by yeti but I think Sitka is still owned by Gore

 

[44hunter45]

They got bought by the group that owns Yeti

I was aware mystery ranch was bought by yeti but I think Sitka is still owned by Gore

 

[2rocky]

View attachment 410647

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. [1, 2, 3]
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. [1, 2, 3]

Cox Enterprises is a privately held conglomerate organized into several core business divisions: Cox Enterprises [1, 2]

• 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. [1, 2]

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). [1, 2, 3, 4, 5, 6, 7]

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: [1, 2]

• 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. [1, 2, 3, 4, 5]
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. [1, 2, 3, 4, 5]