All brands

Supplements · Multivitamins

America's most-verified mass-market vitamin brand. Owns the plants that make it.

Pharmavite LLC (Otsuka Pharmaceutical Co., Ltd.) →

Supplements · Practitioner/Clinical

Practitioner-channel supplements. The one brand in the category whose verification held its value.

L Catterton (P&G acquisition signed 2026-08-04, NOT yet closed) →

Supplements · Practitioner/Clinical

Practitioner-channel brand. Nestle calls it the #1 recommended brand in the US practitioner market.

Nestle Health Science →

Supplements · Multivitamins

Mass-premium natural supplements. Bought as a brand without a factory; its production was absorbed into a parent's plant network.

Nestle Health Science →

Supplements · Practitioner/Clinical

Practitioner-channel manufacturer brand; parent of the Klean Athlete line.

Nestle Health Science →

Supplements · Sports & Protein

Every-lot banned-substance certified sports line. Sold on verification; will not say who makes it.

Nestle Health Science →

Supplements · Multivitamins

Mass-market vitamins. Bought by Nestle at the top and put back on the market four years later.

Nestle Health Science - ACTIVE SALE PROCESS →

Supplements · Multivitamins

Premium heritage vitamin brand. Nestle is keeping this one.

Nestle Health Science →

Supplements · Herbals & Botanicals

Joint-health supplement whose central claim was withdrawn under a court-approved settlement.

Nestle Health Science - divestiture under consideration →

Supplements · Multivitamins

Direct-mail value vitamin brand, now inside a conglomerate that is selling it.

Nestle Health Science - divestiture under consideration →

Supplements · Multivitamins

Patented vitamin C form, sold as a branded ingredient and a finished product.

Nestle Health Science →

Supplements · Multivitamins

Value store-brand vitamins.

Nestle Health Science →

Supplements · Multivitamins

Employee-and-family-owned manufacturer that tests its competitors at its own expense and publishes the results.

NOW Health Group, Inc. →

Supplements · Gummies

America's biggest gummy vitamin brand, written down and sold by its corporate owner after thirteen years.

Piping Rock Health Products, Inc. →

Supplements · Gummies

Children's gummy vitamin brand, sold as a pair with vitafusion.

Piping Rock Health Products, Inc. →

Supplements · Single-Ingredient & Value

Low-cost single-ingredient supplements made in plants the founder owns. No published lot testing.

eSupplements, LLC →

Supplements · Multivitamins

The best-selling multivitamin in America. Nobody will say where it is made.

Haleon plc →

Supplements · Multivitamins

Mass-market multivitamin traceable to a named US factory - rare in this category.

Bayer AG →

Supplements · Gummies

Children's multivitamin sold as 'complete'.

Bayer AG →

Supplements · Multivitamins

Store-brand vitamins carrying USP Verified on part of the range.

Costco Wholesale Corporation →

Supplements · Gummies

The candour outlier. Admits it owns no factories; still will not name one.

Unilever PLC →

Supplements · Gummies

Premium gummy vitamin brand inside a conglomerate.

Unilever PLC →

Supplements · Multivitamins

Immune-support powder on its third owner in a decade.

Haleon plc →

Supplements · Multivitamins

Immune-support tablet whose founding claim the FTC found unsupported.

Reckitt Benckiser Group plc →

Supplements · Practitioner/Clinical

Long-running supplement publisher and seller. Makes none of it.

None identified - privately held →

Supplements · Practitioner/Clinical

Formulator brand inside a PE roll-up.

Vytalogy Wellness (New Mountain Capital) →

Supplements · Fish Oil & Omega-3

Family-owned fish oil maker that owns a plant in Norway.

None - independent →

Supplements · Practitioner/Clinical

Practitioner-channel brand, 850+ products, in year five of a PE hold.

Gryphon Investors →

Supplements · Practitioner/Clinical

Founder-controlled practitioner brand with the strongest certification profile found.

Jonathan Lizotte majority; BDT & MSD Partners minority →

Supplements · Practitioner/Clinical

Farms its own ingredients. Carries no third-party product certification of any kind.

None - DuBois family →

Supplements · Sports & Protein

The default whey protein brand.

Glanbia plc →

Supplements · Sports & Protein

Mass sports nutrition brand.

BellRing Brands, Inc. →

Supplements · Sports & Protein

C4 pre-workout brand.

Nutrabolt →

Supplements · Sports & Protein

Lifestyle sports nutrition brand.

Keurig Dr Pepper (majority) →

Supplements · Sports & Protein

Premium sports supplement brand sold on certification.

None identified →

Supplements · Sports & Protein

Sports brand whose entire market position is transparency.

None identified →

Supplements · Sports & Protein

Sports brand sold on label transparency.

None identified →

Supplements · Single-Ingredient & Value

Unbranded single ingredients at near-commodity margins, made in a plant the founder owns.

Hard Eight Nutrition LLC →

Supplements · Sports & Protein

The most transparent brand found. Publishes lot-searchable third-party results.

NutraBio Brands, Inc. →

Supplements · Single-Ingredient & Value

US supplement brand owned by the Chinese ingredient manufacturer that makes its product.

Xiamen Kingdomway Group Co., Ltd. (SZSE: 002626) →

Supplements · Single-Ingredient & Value

Direct-to-consumer supplement brand that submits to checkable certifiers.

Sports Research Corporation →

Supplements · Single-Ingredient & Value

Value vitamin brand with the widest in-house dosage-form range in its group.

Swander Pace Capital →

Supplements · Single-Ingredient & Value

Online supplement retailer and house brand, contract manufactured, on its third owner in twelve years.

iHerb Holdings, LLC →

Supplements · Direct Selling (MLM)

The largest supplement MLM. Certification covers the sports line, not the shake.

Herbalife Ltd. (NYSE: HLF) →

Supplements · Direct Selling (MLM)

Direct-selling supplement brand with in-house manufacturing.

USANA Health Sciences, Inc. (NYSE: USNA) →

Supplements · Direct Selling (MLM)

Amway's supplement brand. Farms its own ingredients at a scale nobody else matches.

Alticor Inc. / Amway (DeVos and Van Andel families) →

Supplements · Direct Selling (MLM)

Direct-selling supplement brand, now producing through co-manufacturing partners.

Shaklee Corporation →

Supplements · Direct Selling (MLM)

Direct-selling wellness company, founder-controlled since 1985.

Melaleuca, Inc. (Frank VanderSloot) →

Apparel · Pants & Bottoms

The original American jean. San Francisco. The 501 is the product every other jean is a copy of.

Levi Strauss & Co. (NYSE: LEVI); Haas family controls ~80% of votes via 10-vote Class B →

Bags & Packs · Backpacks - EDC

Denver outdoor packs and apparel. Rover Pack, Klettersack. The 'New Outdoor' brand that put Colorado design in REI, Nordstrom and Urban Outfitters.

Gart Capital Partners (minority growth investor, stake undisclosed) →

Kitchen & Cookware · Cookware - Clad Stainless

Fully clad 3-ply stainless from West Bend, Wisconsin — the second family that stayed when West Bend Company's cookware died. 360 brand launched ~2010; Kitchen Craft lineage to 1906.

Americraft Cookware →

Apparel · Hats & Accessories

Premium umbrellas out of New York. Luxe-utility positioning, $49 to $350. Sold through Saks, Bloomingdale's, Neiman Marcus.

Tools · Hand Tools

American hand tools, 1921-2021. The name survives on imports.

Hangzhou GreatStar Industrial Co. →

Footwear · Work Boots

American work boot brand.

Wolverine World Wide →

Footwear · Sneakers,Running Shoes

American athletic footwear. Boston, Massachusetts. The counterexample the running shoes essay leans on: still owns and expands US factories.

Footwear · Running Shoes,Sneakers

Swiss-engineered running shoes. Distinctive CloudTec hollow-pod outsole. Founded by retired professional triathlete and two design-and-marketing co-founders. Zurich, Switzerland.

On Holding AG (NYSE: ONON) →

Footwear · Hiking Boots,Running Shoes

Technical outdoor footwear (trail running, hiking, ski boots), ski bindings, outdoor apparel, and packs. The XT-6 trail runner crossed into mainstream gorpcore fashion in 2023, expanding the brand well beyond its alpinist and trail-running base.

Amer Sports (NYSE: AS) - Anta Sports-led consortium →

Footwear · Sneakers,Running Shoes

The largest athletic footwear company in the world. Beaverton, Oregon. Began as a distributor of Japanese running shoes — contract manufacturing was the founding model, not a departure from one.

Footwear · Sneakers,Running Shoes

The second-largest athletic footwear company in the world. Herzogenaurach, Germany.

Footwear · Running Shoes

Maximal-cushion running shoes. Founded 2009 in Annecy, France by Jean-Luc Diard and Nicolas Mermoud (both ex-Salomon). The fastest-growing brand in running.

Deckers Brands (NYSE: DECK) →

Footwear · Running Shoes

Running-only brand since 2001. Seattle. Made the Villanova (1974-75), the first EVA-midsole running shoe — the hinge of the running shoes essay.

Berkshire Hathaway (NYSE: BRK.A) →

Footwear · Running Shoes,Sneakers

Japanese running brand, Kobe. The runner's-runner label of the majors.

Footwear · Sneakers,Running Shoes

Herzogenaurach, Germany — the other Dassler brother. Sportstyle-leaning of the German pair.

Footwear · Sneakers,Running Shoes

Baltimore performance-apparel company that added footwear. Running is a side business next to the apparel core.

Footwear · Running Shoes

Zero-drop, wide-toe-box running shoes. Founded in Logan, Utah by Golden Harper and Brian Beckstead; brand roots 2009, incorporated 2011 under ICON Health & Fitness.

VF Corporation (NYSE: VFC) →

Footwear · Running Shoes,Sneakers

One of the oldest names in American running — founded 1898 in Kutztown, PA, named for Saucony Creek. The name has outlived every structure that ever stood behind it.

Wolverine World Wide (NYSE: WWW) →

Footwear · Sneakers,Running Shoes

Volume comfort-footwear giant, Manhattan Beach, CA. Third-largest athletic footwear company in the world by revenue at the time it went private.

3G Capital →

Footwear · Running Shoes

Osaka sporting-goods maker since 1906. The quiet one: no super-shoe marketing arms race, a durability reputation among high-mileage runners, and factories with its own name on them.

Footwear · Running Shoes

Minimalist zero-drop running shoes (10mm polyurethane midsole/outsole, wide toe box), $225-$235 a pair. One of the last people in America making running shoes in a building he controls.

Footwear · Casual Shoes,Running Shoes

Oregon workshop shoemaker since the 1980s — moccasins, barefoot shoes, and the RunAmoc running line, all made in-house in the USA.

Footwear · Running Shoes

The last custom running shoemaker in America. A Hersey DPS made Runner's World rankings in the 1980s-90s. Racing flats to trail models, built for one runner at a time.

Footwear · Running Shoes

Trail-running brand founded 2022 by Kilian Jornet with Camper (the Fluxà family, Mallorca). Durability-first. The Kboix 01 ($240, ISPO Award 2024) has three interchangeable midsoles — the replaceable part is finally the part that dies.

Kitchen & Cookware · Glass Bakeware

American glass bakeware built on Corning borosilicate science. US Pyrex is now tempered soda-lime glass; European PYREX (a different company) is still borosilicate.

Anchor Hocking (Centre Lane Partners) →

Kitchen & Cookware · Dinnerware & Tabletop

Laminated tempered glass dinnerware, a genuine Corning invention. Still made in Corning NY.

Anchor Hocking (Centre Lane Partners) →

Kitchen & Cookware · Glass Bakeware

Originally pyroceram glass-ceramic that went from freezer to stovetop. Pyroceram production ended around 2001; most US CorningWare today is glazed stoneware that cannot touch a burner.

Anchor Hocking (Centre Lane Partners) →

Kitchen & Cookware · Small Appliances

Viral multicooker that carried a $615M merger, a $345M dividend, and a bankruptcy on its back within four years.

Centre Lane Partners →

Kitchen & Cookware · Glassware

Lancaster Ohio glassmaker, one of the last two American glass tableware plants. The subject of Brian Alexander's Glass House.

Anchor Hocking Holdings (Centre Lane Partners) →

Kitchen & Cookware · Glassware

Toledo glassware institution, the standard-issue American drinking glass for a century.

Former lenders (post Chapter 11) →

Kitchen & Cookware · Dinnerware & Tabletop

American fine china since 1889, maker of White House services. Now an import and distribution company.

Centre Lane Partners →

Kitchen & Cookware · Flatware

The name that meant American flatware for a century.

Lenox (Centre Lane Partners) →

Kitchen & Cookware · Cookware - Stainless

Copper-bottom stainless that equipped postwar America.

Corelle Brands (Centre Lane Partners) →

Kitchen & Cookware · Kitchen Knives

Midwestern working knives, once made in Wauconda Illinois.

Corelle Brands (Centre Lane Partners) →

Kitchen & Cookware · Kitchen Tools & Gadgets

Bronx-made cookware for 96 years. Now a name rented out by product category.

Farberware Licensing Group (Meyer + Lifetime Brands) →

Kitchen & Cookware · Cookware - Nonstick & Aluminum

Toledo company that invented hard-anodized aluminum cookware.

Newell Brands →

Kitchen & Cookware · Small Appliances

Brought the food processor to America.

American Securities (Conair) →

Kitchen & Cookware · Cookware - Clad Stainless

Canonsburg PA bonded cookware, the American clad standard.

Groupe SEB →

Kitchen & Cookware · Cookware - Stainless

The German stainless institution.

Groupe SEB →

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

The carbon steel pan everyone recommends as the honest alternative.

Groupe SEB →

Kitchen & Cookware · Kitchen Knives

A Thiers knife name from the early 1800s that was never one trademark.

Multiple (US license: Lifetime Brands) →

Kitchen & Cookware · Dinnerware & Tabletop

Design-house dinnerware, always an import brand.

Lifetime Brands →

Kitchen & Cookware · Dinnerware & Tabletop

Pennsylvania stoneware made in York County since the 1800s.

Lifetime Brands →

Kitchen & Cookware · Dinnerware & Tabletop

Irish crystal, or it was.

Fiskars →

Kitchen & Cookware · Dinnerware & Tabletop

Josiah Wedgwood's pottery, the founding brand of English ceramics.

Fiskars →

Kitchen & Cookware · Food Storage

The food storage brand that invented the category and the party.

Party Products LLC (Stonehill Capital, Alden Global) →

Kitchen & Cookware · Drinkware

The hundred-year thermos name behind the viral Quencher.

HAVI Group (PMI Worldwide) →

Kitchen & Cookware · Retailer

The specialty cookware retailer that survived, barely.

Marquee Brands + CSC Generation →

Kitchen & Cookware · Kitchen Knives

The single-figure logo, not the twins.

Werhahn KG (Zwilling) →

Kitchen & Cookware · Cookware - Nonstick & Aluminum

Laser-etched hybrid pans sold on celebrity and fear marketing.

Founders + Studio Ramsay Global →

Kitchen & Cookware · Cookware - Nonstick & Aluminum

Pastel ceramic-coated aluminum sold on non-toxic anxiety.

McCarthy Capital et al →

Kitchen & Cookware · Cookware - Nonstick & Aluminum

The Always Pan, an eight-in-one social media object.

Dreamers VC, Marcy Venture Partners et al →

Kitchen & Cookware · Cookware - Nonstick & Aluminum

The original healthy-ceramic nonstick brand.

Waterland Private Equity →

Kitchen & Cookware · Cookware - Clad Stainless

Kickstarter kitchenware, nine campaigns and $14M from 131,000 backers.

Kitchen & Cookware · Cookware - Nonstick & Aluminum

Millennial dutch ovens with a media-darling launch.

Meyer Corporation →

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Smooth-finish heirloom cast iron from Maryland.

YETI Holdings →

Kitchen & Cookware · Commercial & Foodservice

Restaurant-supply staple gear on every commercial shelf.

CFS Brands (The Jordan Company) →

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Cast iron from South Pittsburg Tennessee, five generations deep.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Enameled cast iron from Fresnoy-le-Grand since 1925.

Paul van Zuydam →

Kitchen & Cookware · Kitchen Knives

Solingen forged knives under one of the oldest trademarks in the world.

Werhahn KG →

Kitchen & Cookware · Kitchen Knives

Solingen forged knives, seventh-generation family.

Kitchen & Cookware · Kitchen Knives

American-made knives from Olean New York, sold in the most annoying way possible.

Kitchen & Cookware · Kitchen Knives

The oldest US cutlery maker, still cutting steel in Massachusetts.

LongCap (Longmeadow Capital) →

Kitchen & Cookware · Kitchen Knives

The knife in every American commercial kitchen, made in Southbridge Massachusetts since 1818.

Affinity Group (Hardy family) →

Kitchen & Cookware · Commercial & Foodservice

Sheboygan stainless, the backbone of American commercial kitchens for 150 years.

Windway Capital →

Kitchen & Cookware · Commercial & Foodservice

The Cambro container, food service plastic that never dies.

Kitchen & Cookware · Small Appliances

The blender that gets willed to grandchildren.

Kitchen & Cookware · Bakeware

The Bundt pan people, Minneapolis, three generations of Dalquists.

Kitchen & Cookware · Bakeware

Consumer bakeware from the world's largest commercial bakery-pan maker.

Bundy Baking Solutions →

Kitchen & Cookware · Cookware - Clad Stainless

US-made clad stainless from Clarksville Tennessee, sold as Heritage Steel and Hammer Stahl.

Kitchen & Cookware · Cookware - Stainless

Wisconsin stainless cookware, fourth-generation Reigle family.

Kitchen & Cookware · Cookware - Stainless

German stainless and pressure cookers from Idar-Oberstein.

Kitchen & Cookware · Cookware - Clad Stainless

Belgian heavy-gauge stainless, the technical ceiling of the category.

Werhahn KG (Zwilling) →

Kitchen & Cookware · Cookware - Copper

Copper cookware from Villedieu-les-Poêles, seven generations.

Kitchen & Cookware · Ceramics & Stoneware

Burgundy ceramic bakeware, six generations of the Henry family.

Kitchen & Cookware · Cookware - Nonstick & Aluminum

Danish cast-aluminum nonstick, made in Ryomgaard.

Kitchen & Cookware · Cookware - Stainless

The best value-per-dollar cookware on most shelves.

Kitchen & Cookware · Boards & Wood

Butcher blocks and boards from Effingham Illinois since the 1880s.

Kitchen & Cookware · Boards & Wood

Composite cutting boards from the TrueRide skatepark founders.

Kitchen & Cookware · Flatware

The only flatware made in America, from the factory Oneida walked away from.

Sherrill Manufacturing →

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Lightweight vintage-style cast iron, US foundries.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Machined-smooth cast iron from Allentown Pennsylvania.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Michigan cast iron, family-run.

Kitchen & Cookware · Cookware - Clad Stainless

The DTC brand with actual factories behind it.

Kitchen & Cookware · Small Appliances

Rice cookers and vacuum flasks engineered like heirlooms.

Founder family (Ichikawa) →

Kitchen & Cookware · Pressure Canners

The only metal-to-metal-seal pressure canner in the world, cast in Manitowoc since 1930.

Wisconsin Aluminum Foundry →

Kitchen & Cookware · Cookware - Enamelware

Austrian enamelware, ninth generation, made with the factory's own hydropower.

Kitchen & Cookware · Dinnerware & Tabletop

Fiestaware, made in Newell West Virginia since 1936, by the company formerly known as Homer Laughlin.

Wells family →

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Precision enameled cast iron from a Nagoya family foundry.

Aichi Dobby →

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Lightweight pans, US-cast and finished in Conestoga Pennsylvania.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Cast iron poured in-house from 100 percent recycled iron in Owego New York.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Shropshire spun-iron cookware, self-funded family firm.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Hand-forged German iron pans since 1857.

Kitchen & Cookware · Pressure Cookers

Swiss pressure cookers from Rikon since 1926.

Kitchen & Cookware · Kitchen Knives

Ohio kitchen knives, hand-finished by the same family since 1902.

Kitchen & Cookware · Kitchen Knives

Forged carbon steel kitchen knives, made start to finish in Portland.

Kitchen & Cookware · Kitchen Knives

Colorful high-performance knives from a self-funded Wyoming maker.

Kitchen & Cookware · Kitchen Tools & Gadgets

The world-standard Japanese mandoline.

Kitchen & Cookware · Kitchen Tools & Gadgets

The rasp grater that redefined the category, photo-etched in Arkansas.

Grace Stakeholder Investments (ESOP) →

Kitchen & Cookware · Kitchen Tools & Gadgets

The Thermapen company, the thermometer every serious cook ends up buying.

Kitchen & Cookware · Glassware

Pressed glass from Cambridge Ohio, the last US factory of its kind.

Kitchen & Cookware · Ceramics & Stoneware

Midcentury California dinnerware, still made in Sausalito.

Bailey/Petravic →

Kitchen & Cookware · Ceramics & Stoneware

Crocks and fermentation ware from Zanesville, one of the last US commercial potteries.

Kitchen & Cookware · Cookware - Copper

The only US heavy-gauge copper cookware maker.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

Hand-forged carbon steel from a two-person Seattle studio.

Kitchen & Cookware · Cookware - Cast Iron & Carbon Steel

One-piece wrought iron pans from Australia, with a US-made line.

Kitchen & Cookware · Kitchen Tools & Gadgets

German stainless kitchen tools since 1888.

Kitchen & Cookware · Commercial & Foodservice

French commercial kitchenware, the professional standard for carbon steel and pastry gear.

Kitchen & Cookware · Ceramics & Stoneware

Asheville stoneware with a cult following and a venture cap table.

Kitchen & Cookware · Kitchen Knives

Iowa-made budget knives sold through church and school fundraisers for 76 years.

St. Martin Holdings →

Kitchen & Cookware · Bakeware

Spokane-made pizza and bakeware pans, the pizzeria standard.

CFS Brands (The Jordan Company) →

Kitchen & Cookware · Food Storage

The German canning jar with the strawberry on it.

Aurelius Group →

Kitchen & Cookware · Commercial & Foodservice

Foodservice smallwares on every restaurant shelf.

PPC Partners (Pritzker Private Capital) →

Tools · Hammers & Striking

American hammers and striking tools. Longtime competitor to Estwing in the traditional hammer category.

Marshalltown Company (via Marshalltown Hammer) →

Bags & Packs · Backpacks - Technical/Outdoor

American outdoor pack brand. Cortez, Colorado.

Helen of Troy →

Apparel · Base Layers & Wool

New Zealand merino wool base layers.

VF Corporation →

Apparel · Shirts & Tops

American workwear-inspired men's clothing. Certified B Corp.

The Digital Stronghold (Digital Fuel Capital) →

Apparel · Shirts & Tops

Merino wool dress shirts and basics.

Eyewear · Online Retailer

Ultra-low-cost direct-to-consumer prescription eyewear.

Footwear · Work Boots

American handmade work boots. Spokane, Washington.

Footwear · Hiking Boots

Outdoor footwear. Portland, Oregon.

Bags & Packs · Backpacks - Technical/Outdoor

American outdoor apparel and pack brand. Originally a Berkeley, CA technical outdoor retailer.

VF Corporation →

Apparel · Outerwear - Technical

Historic American outdoor apparel brand. First Ascent technical line, Guide Pro pants, legendary down jackets.

Authentic Brands Group →

Apparel · Outerwear - Heritage

British waxed cotton jackets. Five generations of family ownership. Wax jackets hand-made at the South Shields factory in England.

Footwear · Heritage Boots

British boot manufacturer. Same Northamptonshire factory that made Dr. Martens before Docs moved production overseas.

Eyewear · Sunglasses

$30 polarized active sunglasses with a flat-price model across the catalog. No-slip, no-bounce running fit. Inglewood, California.

Sleep & Bedding · Mattresses - DTC Foam

One of the original direct-to-consumer mattress brands. Memory foam construction, bed-in-a-box delivery model. The "Casper" brand became shorthand for the entire DTC mattress category in the 2010s.

Carpenter Co. →

Appliances · Dishwashers

German appliance line, best known for category-leading dishwashers.

BSH Hausgerate (Robert Bosch GmbH) →

Apparel · Shirts & Tops

Organic-cotton basics (underwear, socks, tees, loungewear) sold DTC as an affordable ethical wardrobe staple. Original hook was a fully transparent short-loop supply chain; brands itself "earth's favorite clothing company."

Revelry Brands →

Kitchen & Cookware · Kitchen Tools

Universal-design kitchen tools, gadgets, and food storage. The POP containers and the swivel peeler are the reference products. Mass-premium pricing, sold everywhere.

Helen of Troy →

Kitchen & Cookware · Drinkware

Insulated stainless bottles, tumblers, and coolers. Premium pricing in a category it created and no longer controls.

Helen of Troy →

Kitchen & Cookware · Cookware

Polished cast iron and hand-forged carbon steel cookware in the pre-war style. Skillets, Dutch ovens, roasters.

Footwear · Work Boots

Australian-made work boots. Supplier to the Australian Defence Force since 1998. The Cloros family has made boots since 1927.

Ares Management Corporation →

Audio · Headphones

Heilbronn studio headphone and microphone house. The DT 770 and DT 990 have anchored studios for decades. The reputation rests on German hand assembly.

Cosonic Intelligent Technologies →

Eyewear · Sunglasses

Premium polarized sunglasses built on the PolarizedPlus2 lens. Before the sale it was the largest independently owned high-end eyewear brand in the world.

Kering Eyewear →

Sporting Goods · Climbing

Climbing, caving, and work-at-height gear plus headlamps. Inventor of the sport headlamp and the GriGri. The reference brand for safety-critical vertical equipment.

Sporting Goods · Multi-sport Retailer

The world's largest sports retailer. Twenty-plus house brands own the cheap-and-good quadrant, with 10-year warranties on some gear.

Association Familiale Mulliez →

Apparel · Shirts & Tops

The radical transparency basics brand of the 2010s DTC wave. Published factory lists and per-unit costs next to prices.

Shein →

Sleep & Bedding · Mattresses - DTC Foam

Bed-in-a-box pioneer known for the Original all-foam mattress, the West Elm partnership, and a one-for-ten donation program.

3Z Brands (Cerberus Capital Management) →

Sleep & Bedding · Mattresses - Memory Foam

Copper-infused memory foam specialist. The flippable dual-firmness mattress and a lifetime warranty at mid-market prices.

Sleep & Bedding · Sheets & Bedding

Jacquard-woven cotton bedspreads and blankets in the original Bates patterns.

Bags & Packs · Luggage - Softside

Cordura ballistic-nylon crew luggage built for pilots and flight attendants who fly weekly. The Vortex Voyager line is the standard.

Gear Down, Inc. →

Apparel · Outerwear - Technical

Overbuilt tactical outerwear and packs. The Mark-series jackets are the flagship.

Bags & Packs · Backpacks - Technical/Outdoor

Once Britain's premier technical pack maker. The Haston Alpiniste and KSB boots equipped a generation of British mountaineering. Now a budget label in Sports Direct.

Frasers Group →

Apparel · Shirts & Tops

Affordable everyday basics made entirely in UK factories and sold direct.

Apparel · Pants & Bottoms

Gothenburg dry-denim brand. Organic cotton jeans with free lifetime repairs.

Apparel · Underwear

Australia's default underwear and basics brand, long detached from Australian manufacturing.

Gildan Activewear (via HanesBrands) →

Apparel · Activewear

Celebrity-driven premium athleisure positioned against Lululemon.

Color Image Apparel →

Kitchen & Cookware · Cookware

Alsatian enameled cast iron. The cocotte is the flagship.

Zwilling J.A. Henckels (Werhahn KG) →

Appliances · Small Appliances

Italian espresso machines and small appliances sold on design and coffee-tech leadership.

De Longhi Industrial SA (family holding) →

Sleep & Bedding · Mattresses - DTC Foam

One simple hybrid mattress sold as the antidote to DTC mattress hell. No affiliate-review deals, no discount theater.

Sleep & Bedding · Mattresses - Innerspring

Handcrafted factory-direct mattresses at no-middleman prices.

Sleep & Bedding · Mattresses - Natural Latex

The original personalized latex mattress: swappable dual-firmness Talalay layers with a 20-year adjustment guarantee.

Sleep & Bedding · Mattresses - Innerspring

Factory-direct handcrafted mattresses from a century-old Wisconsin shop.

Sleep & Bedding · Mattresses - Innerspring

Factory-direct natural-materials mattresses from the original Salem plant.

Tools · Precision Tools

American precision measurement tools. Athol, Massachusetts. Laroy Starrett invented the combination square in 1878 and built the company on it.

MiddleGround Capital →

Apparel · Brick & Mortar

World's largest off-price retailer of apparel and home goods. Operates TJ Maxx, Marshalls, HomeGoods, Homesense, and Sierra in the US, plus Winners in Canada and TK Maxx in Europe and Australia. Sells brand-name and designer merchandise below traditional retail. The draw is the treasure-hunt format: constantly rotating, unpredictable inventory.

Apparel · Shirts & Tops

American-made basics sold directly to customers. Built its reputation on a heavyweight hoodie that Slate called the greatest ever made, then expanded to tees, sweats, denim, and flannel. Quality US-made staples at mainstream prices.

Apparel · Pants & Bottoms

American-made apparel and footwear built from domestically sourced materials. Started in Brazilian jiu-jitsu gis, expanded into denim, boots, hoodies, tees, and performance wear. Denim now about a quarter of the business.

Apparel · Outerwear - Technical

High-end tactical apparel and load-bearing gear for military and law enforcement, with a sizable civilian following. Developed the MultiCam camouflage pattern. Known for G3 combat uniforms, the JPC and AVS plate carriers, AirFrame helmets, belts, and packs.

Eyewear · Sunglasses

American-made metal-frame sunglasses and prescription eyewear. Prime contractor for US military aviator sunglasses since 1982, built to MIL-SPEC standards. The civilian aviator line is the flagship.

Eyewear · Sunglasses

Heritage American eyewear brand revived under new ownership. Makes the Original Pilot (first sunglasses worn on the moon, by the Apollo 11 crew) and the Saratoga (the JFK style). Currently US-made sunglasses and optical frames.

Europa Eyewear →

Appliances · Major Appliances

American appliance maker and the largest US-based one. Sells across the price ladder under Whirlpool, Maytag, KitchenAid, JennAir, and Amana.

Appliances · Major Appliances

American laundry and kitchen brand founded in Newton, Iowa. Marketed on a "dependable" reputation.

Whirlpool →

Appliances · Major Appliances

Whirlpool premium kitchen nameplate. Ranges, dishwashers, refrigerators positioned above Whirlpool/Maytag.

Whirlpool →

Appliances · Major Appliances

Whirlpool luxury kitchen nameplate. Built-in and pro-style ranges, refrigeration, ventilation.

Whirlpool →

Appliances · Major Appliances

Whirlpool entry/budget nameplate. Builder-grade refrigerators, ranges, laundry.

Whirlpool →

Appliances · Major Appliances

The GE-branded appliance business: GE, GE Profile, Cafe, Monogram. The most "American"-feeling nameplate on the floor.

Haier →

Appliances · Major Appliances

Chinese appliance conglomerate, one of the world's largest. Haier-branded US appliances are budget tier.

Appliances · Major Appliances

The brand that became a synonym for the refrigerator, now Electrolux's value line.

Electrolux →

Appliances · Major Appliances

Swedish appliance giant, the world's #2 by units. Sells under Electrolux, Frigidaire, AEG, Westinghouse, Kelvinator, Zanussi.

Appliances · Major Appliances

Longtime Sears house brand spanning every major appliance category. Trusted as if it were a manufacturer.

Transformco →

Appliances · Major Appliances

Korean electronics firm's appliance line: refrigerators, laundry, ranges, dishwashers. Rode into the US market fast on design and features.

Samsung Electronics →

Appliances · Major Appliances

Korean electronics firm's appliance line. Marketed its linear compressor as quieter, more efficient, longer-lived.

LG Electronics →

Appliances · Major Appliances

Chinese appliance manufacturer, one of the world's largest. Sells under its own name and builds private-label for many Western brands.

Appliances · Laundry

Commercial-grade residential laundry. Steel where others use plastic, light on electronics, built to run two decades.

Alliance Laundry Systems →

Appliances · Refrigerators

Premium American refrigeration. Built-in and integrated units engineered to run 20-plus years.

Sub-Zero Group →

Appliances · Cooking & Ranges

Pro-style ranges, ovens, and cooktops. The cooking arm of the Sub-Zero Group.

Sub-Zero Group →

Appliances · Major Appliances

German premium appliances across laundry, dishwashers, kitchen. The durability benchmark.

Appliances · Dishwashers

The dishwasher arm of the family-owned Sub-Zero Group, the American independent alternative to Bosch dishwashers.

Sub-Zero Group →

Appliances · Cooking & Ranges

High-performance, highly customizable American pro-style ranges, cooktops, ovens, and hoods (750+ colors). The BlueStar brand launched in 2002.

Prizer-Painter Stove Works →

Appliances · Cooking & Ranges

The brand that created the pro-style residential range category in 1987. Premium ranges, ovens, refrigeration.

The Middleby Corporation (NASDAQ: MIDD) →

Appliances · Major Appliances

New Zealand design-led appliance brand, known for DishDrawer dishwashers and ActiveSmart refrigeration.

Haier →

Appliances · Cooking & Ranges

American pro-style cooking brand (ranges, cooktops, ovens), a BSH premium nameplate.

BSH Hausgerate (Robert Bosch GmbH) →

Appliances · Major Appliances

Ultra-premium German built-in kitchen appliances, a BSH luxury nameplate.

BSH Hausgerate (Robert Bosch GmbH) →

Appliances · Major Appliances

European-market home appliances sold under the Siemens name, produced by BSH.

BSH Hausgerate (Robert Bosch GmbH) →

Appliances · Major Appliances

GE Appliances' upper-mid product tier.

GE Appliances (Haier) →

Appliances · Major Appliances

GE Appliances' premium, customizable tier.

GE Appliances (Haier) →

Appliances · Major Appliances

GE Appliances' luxury built-in tier.

GE Appliances (Haier) →

Sleep & Bedding · Mattresses - Hybrid Latex

Family-owned organic mattress maker. GOLS organic latex, GOTS organic cotton and wool, hybrid latex over pocket coils. 365-night home trial and 20-year warranty.

Sleep & Bedding · Mattresses - Natural Latex

DIY-friendly natural latex mattresses with swappable layer construction. Three Dunlop latex layers in an organic cotton/wool case. King-size around $2,000 with a 365-night home trial.

Sleep & Bedding · Mattresses - Natural Latex

Third-generation family-owned mattress company specializing in fully customizable latex mattresses. Layered Dunlop and Talalay latex under a zippered organic cotton cover. Customers can reconfigure firmness by swapping layers.

Sleep & Bedding · Mattresses - Natural Latex

Single-product natural latex mattress brand. Organic latex, organic cotton, organic New Zealand wool. Three firmness options. 100-night free trial with free returns.

Sleep & Bedding · Mattresses - Heritage

Continuously family-owned New York mattress and bed frame maker. Founded in 1855. Mattresses, brass beds, and iron beds in traditional craftsmanship style.

Sleep & Bedding · Mattresses - Hybrid Latex

Family-owned organic mattress maker founded by environmental engineer Barry Cik in 2003 when he couldn't find a chemical-free crib mattress for his grandchild. Modular construction means individual components can be replaced rather than discarding the whole mattress.

Sleep & Bedding · Mattresses - Natural Latex

Self-described as America's first certified organic sleep brand. Made-to-order natural latex mattresses in Colorado. Customizable dual-comfort systems and sculpted surfaces.

Sleep & Bedding · Mattresses - Natural Latex

Vertically integrated natural and organic mattress manufacturer. Founder-led from inception. Customizable latex layers with swappable firmness configurations. GOLS, GOTS, GREENGUARD Gold, USDA Organic, and Oeko-Tex certified materials.

Sleep & Bedding · Mattresses - Hybrid Latex

Vertically integrated organic mattress brand. GOTS-certified at the finished-product level, GOLS-certified latex, fully organic cotton and wool. Hybrid latex over recycled-steel coils. 1-year sleep trial, 25-year warranty.

Avocado Green Brands →

Sleep & Bedding · Mattresses - Innerspring

Direct-to-consumer luxury mattress brand with multiple product lines (Saatva Classic innerspring, Saatva Latex Hybrid, Saatva Loom & Leaf memory foam, Saatva HD, etc.). Made-to-order, white-glove delivery. 365-night home trial, lifetime warranty.

Sleep & Bedding · Mattresses - Memory Foam

Premium memory foam mattress brand. Originally commercialized NASA-developed pressure-relieving foam in the 1990s. Sold as the default "memory foam" choice on every premium mattress wall in America.

Tempur Sealy International →

Sleep & Bedding · Mattresses - Innerspring

American innerspring mattress institution. The Posturepedic line was the default American bed for most of the twentieth century.

Tempur Sealy International →

Sleep & Bedding · Mattresses - Heritage

Heritage luxury mattress brand. Hand-tufted construction, premium pricing tier. Marketing copy emphasizes "master craftsman" and "since 1846" heritage.

Tempur Sealy International →

Sleep & Bedding · Mattress Retailer

Largest mattress retail chain in the United States. Approximately 2,300 stores nationwide. Now a subsidiary of the largest mattress manufacturer.

Tempur Sealy International →

Sleep & Bedding · Mattresses - DTC Foam

Hyperelastic-polymer "grid" mattress brand. Direct-to-consumer with retail expansion. Memory foam alternative built on a proprietary cushioning grid technology developed for medical and seating applications.

Coliseum Capital Management →

Sleep & Bedding · Mattresses - DTC Foam

Originally a direct-to-consumer bed-in-a-box pioneer. Memory foam construction at lower price points than Casper. Now a budget-tier sub-brand of Serta Simmons Bedding.

Serta Simmons Bedding →

Sleep & Bedding · Mattresses - Innerspring

Holding company for Serta, Beautyrest, Simmons, and Tuft & Needle. One of the two largest mattress manufacturers in the United States alongside Tempur Sealy International.

Advent International →

Sleep & Bedding · Mattresses - Innerspring

Premium pocketed-coil mattress brand. Long-time Simmons flagship. Now positioned as the premium tier within the Serta Simmons portfolio.

Serta Simmons Bedding (Advent International) →

Sleep & Bedding · Mattresses - DTC Foam

Direct-to-consumer memory foam mattress brand. 365-night home trial, "forever" warranty marketing. Part of the Resident Home portfolio along with DreamCloud and Awara.

Resident Home (Sixth Street Partners) →

Sleep & Bedding · Mattresses - DTC Foam

Direct-to-consumer hybrid mattress brand. Marketed as "luxury hybrid" with cashmere blend cover. Part of the Resident Home portfolio.

Resident Home (Sixth Street Partners) →

Sleep & Bedding · Mattresses - Hybrid Latex

Direct-to-consumer natural latex hybrid mattress brand. Marketed with organic and natural materials messaging. Part of the Resident Home portfolio.

Resident Home (Sixth Street Partners) →

Bags & Packs · Backpacks - EDC

American-made travel and EDC bags. Seattle, Washington.

Bags & Packs · Luggage - Softside

Business and travel luggage with lifetime repair warranty.

United States Luggage Company (US Luggage LLC) →

Apparel · Shirts & Tops

American direct-mail apparel brand founded by Gary Comer in 1963. Built its reputation on durable basics, generous returns, and customer service before passing through Sears (2002-2014) and a decade of public-market ownership.

WHP Global (controlling stake); LEWHP LLC joint venture vehicle →

Footwear · Heritage Boots

Iconic British footwear brand. Famous for the 1460 and 1461 air-cushioned boots first produced at Cobbs Lane factory in Wollaston, Northamptonshire.

Dr. Martens plc (LSE: DOCS) →

Bags & Packs · Messengers & Slings

Messenger bags, backpacks, and utility gear with signature seatbelt-buckle strap release. Portland, Oregon.

Apparel · Workwear

German technical workwear and safety footwear. Multi-pocket trousers, work jackets, safety boots. Headquartered in Biebergemuend, Hesse.

Engelbert Strauss GmbH & Co. KG / Strauss Deutschland GmbH & Co. KG →

Bags & Packs · Backpacks - Technical/Outdoor

Outdoor packs, jackets, fleeces, and accessories with a humanitarian giving model. Salt Lake City, Utah.

Global Uprising, PBC →

Footwear · Rubber Boots

Originally a Scottish manufacturer of rubber Wellington boots founded in Edinburgh in 1856, evolved into a heritage outdoor and lifestyle brand. Best known for the Original Tall Wellington.

Authentic Brands Group →

Footwear · Hiking Boots

Sneakerboot category — hybrid of sneaker comfort and hiking-boot ruggedness. Best-known model is the Phil Mid. Boston, Massachusetts.

Weyco Group, Inc. (NYSE: WEYS) →

Apparel · Shirts & Tops

Mall-based business casual apparel retailer for men and women. Was a fixture of American mall culture for four decades before its 2024 bankruptcy.

Phoenix Retail LLC (WHP Global + Simon Property Group + Brookfield Properties + Centennial) →

Apparel · Pants & Bottoms

Dutch designer denim brand specializing in raw (unwashed, untreated) denim. Known for anatomically engineered jean construction and military-influenced design.

WHP Global (majority); Jos van Tilburg and existing shareholders retain minority stake →

Apparel · Shirts & Tops

American menswear designer brand known for tailored suiting and modern classic aesthetic. Joseph Abboud was the only designer to win the CFDA Menswear Designer of the Year award in two consecutive years (1989 and 1990).

WHP Global (trademark); Tailored Brands operates US/Canada under exclusive license →

Apparel · Pants & Bottoms

New York-based premium fashion brand fusing British tailoring, American workwear, and New York street style. Known for premium denim and casual essentials.

Guess?, Inc. (operating assets); 50/50 JV between Guess and WHP Global owns IP →

Apparel · Shirts & Tops

American women's fashion brand founded in 1968. Known historically for popularizing mix-and-match casual workwear separates for professional women.

WHP Global →

Footwear · Sneakers

Italian performance sportswear and footwear brand known historically for tennis (Navratilova, Becker), soccer (the Stadio boot debuted at the 1990 World Cup), volleyball, and basketball.

WHP Global (global trademarks); Lotto Sport Italia S.p.A. operates Italy/Europe/MEA →

Apparel · Shirts & Tops

American luxury fashion brand and defining authority in bridal. Vera Wang opened her flagship salon at the Carlyle Hotel in 1990 and ran the brand self-financed for 35 years before the WHP sale.

WHP Global →

Apparel · Shirts & Tops

American fashion designer brand. Most retail volume runs through QVC interactive shopping; the brand has generated $1 billion-plus in cumulative retail sales since founding.

WHP Global (70% controlling stake); Xcel Brands retains 30% →

Apparel · Underwear

American intimate apparel brand with over a century of heritage. Bras, underwear, and intimate apparel for the mass market.

WHP Global →

Apparel · Shirts & Tops

British heritage menswear brand founded in Brighton in 1963. Defined the mod movement of the 1960s with Oxford button-down shirts; later adopted by skinhead, ska, mod-revival, Britpop, and grime subcultures across six decades.

Marquee Brands (Neuberger Berman Private Equity) →

Footwear · Dress Shoes

Italian luxury footwear brand. Founded in Bologna by siblings Marino, Mario, and Bruno Magli, the brand became synonymous with Italian dress shoe craftsmanship in the mid-20th century and was a celebrity favorite from Sophia Loren and Marilyn Monroe through later decades.

Marquee Brands (Neuberger Berman Private Equity) →

Apparel · Outerwear-Technical

American watersports apparel and accessories brand. Twin brothers Bill and Bob Meistrell are widely credited with inventing the first practical wetsuit out of the back of their Redondo Beach surf shop, Dive N' Surf, in 1953. Product range now includes wetsuits, swimsuits, footwear, life vests, sunglasses, paddle boards, phone cases, and snorkeling equipment.

Marquee Brands (75%); Meistrell family retains 25% →

Apparel · Socks

San Clemente-based lifestyle and performance sock brand. Co-founders pioneered the idea of socks as a self-expression and lifestyle category, partnering with the NBA, MLB, Disney, Marvel, Star Wars, Warner Bros. Discovery, Billie Eilish, Dwyane Wade, and the Estate of Basquiat.

Marquee Brands (Neuberger Berman Private Equity) →

Apparel · Shirts & Tops

American women's contemporary fashion brand founded by Tunisian-born designer Max Azria in 1989. Portfolio also includes BCBGeneration and (via Marquee's 2017 deal) Hervé Léger.

Marquee Brands (Neuberger Berman Private Equity) →

Apparel · Shirts & Tops

British heritage fashion and home brand founded by Welsh secretary Laura Mountney and her husband Bernard Ashley in a Pimlico, London flat in 1953. The first product was Victorian-style headscarves; one was worn by Audrey Hepburn in Roman Holiday. Now a fully licensed lifestyle brand spanning fashion, home, and 200+ lifestyle categories.

Marquee Brands (Neuberger Berman Private Equity) →

Apparel · Shirts & Tops

Los Angeles-based streetwear brand founded by Neek Lurk (born Andrew Buenaflor), formerly social media manager at Stussy. Brand built reputation on logo-adorned hoodies and tees, prolific collaborations (BAPE, Cactus Plant Flea Market, Hello Kitty, Hot Wheels, DHL, Playboy, Formula 1, FaZe Clan), and culturally infamous shipping delays.

Marquee Brands (Neuberger Berman Private Equity) →

Apparel · Hats & Accessories

American weather-related accessories brand. Best known for the foldable, collapsible umbrella (introduced 1970), rubber rain boots, rain hats, and slipper socks. Once the largest umbrella seller in the United States.

Marquee Brands (IP); Randa Apparel & Accessories (operating partner) →

Apparel · Hats & Accessories

American gloves and slippers brand. Inventor of the first stretchable nylon/elastane glove with leather coverings. Now spans gloves, slippers, and seasonal footwear.

Marquee Brands (IP); Randa Apparel & Accessories (operating partner) →

Tools · Pneumatic Tools / Fasteners

Pneumatic fasteners, staplers, nailers, glue guns, and adjacent hand tools at home-center and Walmart price points.

Stanley Black & Decker →

Tools · Cutting Tools

Industrial bi-metal band saw blades, hole saws, reciprocating saw blades, and adjacent cutting accessories aimed at the professional plumbing, electrical, and metalworking trades.

Stanley Black & Decker →

Tools · Hand Tools

Hand tools, locking pliers (Vise-Grip), drill bits, woodworking and quick-release clamps (Quick-Grip), tin snips; home-center and big-box retail tier with mass-market sub-tier (Walmart).

Stanley Black & Decker →

Tools · Hand Tools

American hand tool brand, originally a Sears house brand.

Stanley Black & Decker →

Bags & Packs · Luggage - Softside

Premium business travel bags and luggage.

Samsonite International →

Apparel · Socks

Merino wool socks and apparel.

VF Corporation →

Eyewear · Sunglasses

Historic American sunglass brand, now an EssilorLuxottica property.

EssilorLuxottica →

Bags & Packs · Backpacks - EDC

American student backpack brand. For decades the default school bag for US kids.

VF Corporation →

Tools · Pliers & Cutters

German pliers manufacturer. Widely considered the best in the world by tradespeople.

Tools · Screwdrivers & Bits

German screwdriver and bit specialist. Known for Hex-Plus geometry and tool quality.

Tools · Electrical Tools

American electrical tools. Standard-issue for US electricians.

Tools · Power Tools

Japanese power tools. One of the two dominant cordless platforms alongside Milwaukee.

Tools · Precision Tools

German precision tools. Screwdrivers, bits, torque tools.

Tools · Power Tools

Premium German power tools. Dominant among high-end woodworkers.

TTS Tooltechnic Systems →

Tools · Pliers & Cutters

American pliers, specifically tongue-and-groove. Made in Meadville, Pennsylvania.

Tools · Hammers & Striking

American hammers forged from single-piece steel. Rockford, Illinois.

Tools · Measuring & Levels

German levels. Industry standard for professional framers and tile setters.

Tools · Multi-Tools

American multi-tools. Portland, Oregon. Invented the modern pliers-based multi-tool category.

Tools · Multi-Tools

Swiss Army Knife manufacturer. Also kitchen knives and luggage.

Tools · Knives - EDC

American folding knives. Oregon City, Oregon.

Tools · Knives - EDC

American folding knives. Golden, Colorado. Invented the pocket clip and round hole opener.

Tools · Knives - Fixed Blade

American hunting and outdoor knives. Post Falls, Idaho. The 110 Folding Hunter is iconic.

Tools · Knives - Fixed Blade

American fixed-blade survival knives. Manufactured by Rowen Manufacturing in Idaho.

Tools · Knives - EDC

Premium American folding knives. Boise, Idaho. Sebenza is the benchmark high-end folder.

Tools · Cordless Systems

American-headquartered power tool brand, dominant in trades alongside Makita and DeWalt.

Techtronic Industries (TTI) →

Tools · Power Tools

Consumer-tier cordless power tools, Home Depot exclusive in the US.

Techtronic Industries (TTI, power tools licensing) →

Tools · Cordless Systems

American-headquartered power tools, a top-three pro cordless platform.

Stanley Black & Decker →

Tools · Hand Tools

American hand tools. The namesake of Stanley Black & Decker.

Stanley Black & Decker →

Tools · Power Tools

Consumer power tools. Big-box retailer staple.

Stanley Black & Decker →

Tools · Power Tools

Historic American power tool brand, once a top-tier professional name.

Stanley Black & Decker →

Tools · Automotive Tools

Mobile automotive tool truck brand, sold direct to mechanics.

Stanley Black & Decker →

Tools · Automotive Tools

Industrial hand tools, originally professional automotive. Sister to Mac Tools under SBD.

Stanley Black & Decker →

Tools · Hand Tools

French industrial hand tools. Historically a premium European line.

Stanley Black & Decker →

Tools · Automotive Tools

American professional automotive and industrial tools. Predominantly truck-route sales model, though their online catalogue is easy to use too.

Tools · Hand Tools

Industrial hand tools. Sister brand to Snap-on, historically targeted at MRO and aerospace.

Snap-on →

Bags & Packs · Backpacks - EDC

American rucksacks, originally built for military use. Bozeman, Montana.

Bags & Packs · Backpacks - Technical/Outdoor

Bozeman, Montana technical packs. Military, wildland firefighting, hunting.

YETI Holdings →

Bags & Packs · Backpacks - Technical/Outdoor

Outdoor apparel and gear. Ventura, California.

Patagonia Purpose Trust / Holdfast Collective →

Bags & Packs · Backpacks - Technical/Outdoor

Premium Canadian technical outerwear and packs.

Amer Sports (majority Anta Sports / ANTA) →

Bags & Packs · Backpacks - Heritage

American heritage outdoor gear. Seattle, Washington.

Bedrock Manufacturing →

Bags & Packs · Duffels & Weekenders

American-made military-grade travel bags. Billings, Montana.

Bags & Packs · Camera Bags

Camera bags, straps, and travel gear. San Francisco.

Bags & Packs · Backpacks - EDC

Minimalist EDC and gym backpacks. San Francisco.

Bags & Packs · Backpacks - EDC

Technical EDC packs. Bozeman, Montana. Founded by ex-Patagonia and Mystery Ranch designers.

Bags & Packs · Backpacks - EDC

Australian wallets and bags. Certified B Corp.

Bags & Packs · Backpacks - Technical/Outdoor

Technical backpacks and packs, longtime backpacking staple.

Samsonite International →

Bags & Packs · Backpacks - Heritage

Swedish outdoor heritage brand. Kanken backpacks, Greenland jackets.

Fenix Outdoor International →

Apparel · Socks

American merino wool socks with unconditional lifetime warranty. Northfield, Vermont.

Apparel · Socks

American merino wool socks. Steamboat Springs, Colorado. Founded by ex-Smartwool people.

Apparel · Workwear

American workwear. Dearborn, Michigan.

Apparel · Flannel & Insulation

American wool blankets, flannel shirts, blankets. Portland, Oregon.

Apparel · Workwear

Direct-to-consumer workwear. Mount Horeb, Wisconsin.

Duluth Holdings Inc. →

Apparel · Outerwear - Heritage

American heritage outdoor retailer. Freeport, Maine.

Apparel · Outerwear - Heritage

Same as Filson bags; duplicate row because apparel quality trajectory differs.

Bedrock Manufacturing →

Apparel · Pants & Bottoms

Technical menswear designed and produced in New York.

Apparel · Base Layers & Wool

American merino wool apparel. Relaunched after 2018 closure.

Apparel · Workwear

Classic American workwear, widely worn in trades.

VF Corporation →

Apparel · Workwear

American made workwear. Shawnee, Oklahoma.

Apparel · Outerwear - Heritage

American leather jackets and outerwear. Perfecto motorcycle jacket.

Eyewear · Prescription Frames

New York family-owned optician and frame maker.

Eyewear · Online Retailer

Direct-to-consumer prescription eyewear.

Eyewear · Prescription Frames

Japanese low-cost prescription frames, expanding internationally.

Eyewear · Sunglasses

American performance sunglasses.

EssilorLuxottica →

Eyewear · Sunglasses

Italian heritage sunglasses.

EssilorLuxottica →

Eyewear · Prescription Frames

Premium Los Angeles-branded frames.

EssilorLuxottica →

Eyewear · Sunglasses

Performance fishing sunglasses.

EssilorLuxottica →

Eyewear · Brick & Mortar

Sunglass retail chain.

EssilorLuxottica →

Eyewear · Brick & Mortar

Prescription eyewear retail chain.

EssilorLuxottica →

Eyewear · Brick & Mortar

In-Target optical retail.

EssilorLuxottica (retail partnership) →

Eyewear · Brick & Mortar

Optical retail franchise.

EssilorLuxottica →

Eyewear · Online Retailer

Low-cost direct-to-consumer prescription eyewear.

EssilorLuxottica →

Footwear · Heritage Boots

American heritage work boots. Red Wing, Minnesota.

Footwear · Work Boots

Handmade work boots. Spokane, Washington.

Footwear · Work Boots

American handmade work boots. Spokane, Washington.

ABC-Mart (Japan) via acquisition chain →

Footwear · Heritage Boots

Canadian handmade heritage boots. Victoria, British Columbia.

Footwear · Dress Shoes

American dress shoes. Middleborough, Massachusetts.

Footwear · Dress Shoes

American dress shoes. Port Washington, Wisconsin.

Caleres →

Footwear · Heritage Boots

American handmade moccasins and boots. Berlin, Wisconsin.

Footwear · Work Boots

American outdoor and work boots. Portland, Oregon.

LaCrosse Footwear (subsidiary of ABC-Mart Japan) →

Footwear · Hiking Boots

Hiking and outdoor footwear.

Wolverine World Wide →

Footwear · Sandals

Outdoor adventure sandals.

Wolverine World Wide →

Footwear · Heritage Boots

American heritage work and fashion boots.

VF Corporation →

Footwear · Sandals

German cork-footbed sandals.

Public; L Catterton retains meaningful stake →

Footwear · Casual Shoes

Direct-to-consumer leather boots. New York.

Footwear · Casual Shoes

Australian pull-on boots. Tasmania-headquartered.

Footwear · Heritage Boots

Historic American boot brand.

Bluestar Alliance →

Footwear · Casual Shoes

British casual shoe brand. Desert Boot, Wallabee.

LionRock Capital →

Tools · Power Tools

Premium professional power tools, anchors, and construction equipment. Rental and direct-sales model rather than retail.

Tools · Power Tools

German power tools, part of the much larger Robert Bosch GmbH industrial group. The tool division is a small fraction of the overall Bosch business.

Robert Bosch GmbH (92% owned by Robert Bosch Stiftung) →

Tools · Power Tools

Historic German metalworking and power tool brand. Originally family-owned; considered a top choice for angle grinders and metalworking.

KKR (via Hitachi Koki acquisition chain) →

Tools · Power Tools

US-market brand for KKR's ex-Hitachi Koki power tools. Originally Hitachi in the US (known for nail guns), rebranded Metabo HPT.

KKR (via Hitachi Koki) →

Tools · Power Tools

Orange-branded power tools sold almost exclusively through Home Depot.

Emerson Electric (trademark) / Techtronic Industries (TTI, manufacturing) →

Bags & Packs · Backpacks - EDC

American backpack brand, stronger in European market than US.

VF Corporation →

Bags & Packs · Backpacks - EDC

Belgian nylon bag brand with the signature monkey key chain.

VF Corporation →

Bags & Packs · Luggage - Softside

American travel luggage and packing organizers.

Bags & Packs · Backpacks - Technical/Outdoor

Outdoor and boardsport bags and accessories. Hawaiian-origin surf and snow brand.

Marquee Brands →

Apparel · Shirts & Tops

Historic American tailor. Dressed 40 US presidents including Lincoln.

Authentic Brands Group / SPARC Group (Catalyst Brands operator) →

Apparel · Shirts & Tops

American athletic apparel. Reverse Weave hoodies, collegiate athletic wear.

Authentic Brands Group →

Apparel · Pants & Bottoms

American khaki and casual pants brand, originally a Levi Strauss sub-brand.

Authentic Brands Group →

Apparel · Shirts & Tops

Surf and skate apparel brand. Originally a Costa Mesa, California boardsports label.

Authentic Brands Group (via Boardriders acquisition) →

Apparel · Shirts & Tops

Australian-origin surf apparel brand.

Authentic Brands Group (via Boardriders) →

Apparel · Shirts & Tops

Australian surf and boardshort brand.

Authentic Brands Group (via Boardriders) →

Apparel · Shirts & Tops

Surf and skate lifestyle apparel.

Authentic Brands Group (via Boardriders) →

Apparel · Shirts & Tops

Women's surf and lifestyle apparel, originally a Quiksilver sub-brand.

Authentic Brands Group (via Boardriders) →

Apparel · Shirts & Tops

Skateboard apparel and hardgoods.

Authentic Brands Group (via Boardriders) →

Apparel · Pants & Bottoms

Direct-to-consumer menswear, originally known for fit-focused pants.

WHP Global →

Apparel · Pants & Bottoms

Premium denim brand, once known as one of the best men's jeans on the market.

WHP Global →

Apparel · Shirts & Tops

Fast fashion retailer.

Authentic Brands Group →

Eyewear · Sunglasses

Italian-branded sunglasses and frames.

EssilorLuxottica →

Eyewear · Online Retailer

Online prescription eyewear retailer.

EssilorLuxottica →

Footwear · Sneakers

Skate footwear and apparel.

Authentic Brands Group (via Boardriders) →

Footwear · Sneakers

American skate shoe brand, originally from Anaheim, California.

VF Corporation →