Clarus acquires TRED Outdoors, Australian outdoor adventure brand

Clarus Corp., a global company focused on the outdoor and consumer enthusiast markets based in Salt Lake City, has acquired Australian-based TRED Outdoors Pty Ltd. from Venlo Holdings. TRED is a fast-growing, outdoor adventure brand producing products across the off-road, 4X4 automotive touring, camping and caravans segments. The transaction includes a combination of cash, stock and future consideration based on TRED’s performance. TRED will continue to operate independently as a wholly owned indirect subsidiary of Clarus and will be part of the company’s adventure segment.

Founded in 2012, TRED serves key retailers and distributors, primarily in Australia, with a growing export market including Canada, the Middle East, New Zealand, South Africa and the U.S. The brand, which is an acronym for Totally Reliable Explorer Driven, advertises that it is “built for the seriously adventurous.” Clarus said the brand embodies Clarus’ philosophy to identify brands that are passionately supported by customers and consumers who live and breathe the lifestyle. TRED’s products are all made in Australia using Australian-sourced and tested materials.

“We are excited to partner with Chris Roberts and the TRED team to seek to accelerate the brand’s growth by expanding into global markets and through investing in TRED’s exciting new product pipeline,”said Mathew Hayward, managing director of Clarus’ Adventure segment. “TRED’s foundation is its relentless focus on customer relationships, which we will continue to foster under Clarus’ ownership. This is a great addition to the Clarus family of adventure brands as we look to grow our portfolio, deepen our relationships with key partners globally and empower adventure of all types for our passionate fans and friends.”

“The Venlo team and I are immensely proud to have built TRED from the ground up over the past 12 years, creating a powerful brand and product development machine,” said Ty Hermans, managing director of former owner Venlo Holdings. “Attracting the attention and support of a global leader like Clarus validates the team’s hard work and TRED’s future potential.”

Warren Kanders, executive chairman of Clarus, added, “This transaction highlights our continued focus on identifying sought-after brands within the adventure segment that both enhance our offering to existing retail customers and expand our reach into new and larger channels. The acquisition is expected to be immediately accretive to earnings.”

Financial details of the transaction were not disclosed.