Deal Details
Rough Country Sold to TSG
Summary
Rough Country, LLC (“Rough Country” or the “Company”), a portfolio company of Gridiron Capital, LLC (“Gridiron”), has recently agreed to sell a majority stake of the Company to TSG Consumer Partners, LLC (“TSG”). Gridiron and Rough Country management will remain significant investors. The transaction is expected to close in Q3 2021 and subject to various regulatory approvals and customary closing conditions. Terms of the transaction were not disclosed.
Baird served as the exclusive financial advisor to Rough Country, LLC on this transaction.
About
Rough Country is a leading provider of branded aftermarket performance-enhancing products and accessories to the truck, Jeep and SUV enthusiast market. The Company’s product offerings include suspension lift and leveling kits, performance shocks and stabilizers and other accessories including lighting, steps, winches, fender flares and cargo management products that are used to personalize and upgrade consumers’ vehicles. Catering to consumers’ passion for off-road and outdoor lifestyles, Rough Country offers superior value and best-in-class service to its enthusiast customer base through a disruptive, direct-to-consumer brand platform. Rough Country is headquartered in Dyersburg, Tennessee.Gridiron Capital is an investment firm focused on partnering with founders, entrepreneurs, and management teams and creating value by building middle-market companies into industry-leaders in branded consumer, B2B and B2C services and niche industrial segments in the United States and Canada. Gridiron helps transform growing companies by winning together through hard work, partnerships grounded in shared values and a unique culture that comes from hands-on experience building and running businesses. The Gridiron team is led by former operators and entrepreneurs who know what it takes to run a successful businesses on a day-to-day basis. Gridiron is headquartered in New Canaan, Connecticut.
TSG is a leading private equity firm that partners with founders and management teams to build and accelerate growth for best-in-class consumer-facing businesses. Since its founding in 1987, TSG has been an active investor in the consumer industry. Representative past and present partner companies include Backcountry, Canyon Bicycles, Duckhorn, Dutch Bros, e.l.f. Cosmetics, IT Cosmetics, Joe Hudson’s Collision Centers, Mavis Tires, Planet Fitness, popchips, Power Stop, REVOLVE, Revolut, Robinhood, Smashbox, Stumptown, and vitaminwater. TSG is based in Larkspur, California.
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- Date
- July 2021
- Company
- Rough Country, LLC
- Transaction
- M&A - Sellside
- Sectors
-
Industrial
Consumer - Verticals
-
Outdoor Recreation & Sporting Goods
Vehicle Technology & Mobility
- Target Geography
- North America
- Acquiror Geography
- North America
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