Exxel Outdoors | A Corporate Book

Exxel Outdoors, LLC is a leading, global provider of innovative outdoor recreational and commercial products. As one of the largest privately-owned companies in the industry, we manage our scale and growth in a sustainable and responsible way, while staying personal and relevant.

Published by Exxel Outdoors, LLC

810 E Walnut St Pasadena, CA 91101

Creative Direction

Sako Shahinian

Corporate Leadership

Harry Kazazian, Co-Founder, CEO & Chairman

Armen Kouleyan, Co-Founder & Vice Chairman

Mike Wagner , President

Gigi Healy, Vice President Human Resources

Board of Directors

Harry Kazazian, Co-Founder, CEO & Chairman

Armen Kouleyan, Co-Founder & Vice Chairman

Jim Cavaricci, Founder of Z. Cavaricci, Inc.

Brad Ottomeyer , Former President of The Outdoor Recreation Group

Wes Munselle , Founder of Munselle, Inc.

Robert Steckler , Retail Merchandising Executive, former Executive at and Dick’s Sporting Goods

Perry Altshule , Co-Founder of The Outdoor Recreation Group

Brett Jordan, CEO of Lignetics Inc., former CEO of American Recreation Products

Frank Lamberti , Executive Vice President, Distributor & Customer Experience, Herbalife Nutrition

Special Thanks to:

Gigi Healy, Dahlia Greer, Barbara Garrison, Al Mayes, Damon Street, & everyone else who took the time to contribute to specific sections

Copyright © 2023 by Exxel Outdoors, LLC.

Exxel

CORPORATE

POSITIONING

COMPANY MISSION:

At Exxel Outdoors, our mission is to help everyone create memorable life experiences with a family of trusted brands, from the backyards across communities, to the summits of the highest peaks.

COMPANY VISION:

Exxel will continue to push boundaries in the outdoor industry (where we got our start) and beyond. We will redefine the outdoor experience and the industry by better aligning with the social and economic changes of today and the future.

VALUES AND GUIDING PRINCIPLES

As a large privately-owned company structured as a house of brands, we function with a clear point of view and character. Our core values as a company are more than just words, they’re a way of life. We know that companies with a strong culture and higher purpose perform better in the long run. As we continue to grow, we strive to ensure that our culture remains alive, evolves, and clarifies. Our values and guiding principles are incorporated into all aspects of our business and are part of the fabric of our company.

PASSION & DETERMINATION

A meaningful career is not possible without being passionate about your work. We believe that being truly enthusiastic about one's job everyday results in happiness, productivity, and a better work environment. Passion is contagious after all; when someone exudes excitement about something, others around them will crave that same sort of intensity.

As an outdoor-centric company, it also goes without saying that we have a passion for the outdoors and protecting the environment. The company has multiple initiatives in place to ensure social and environmental responsibility, and takes great pride in them.

Determination goes hand-in-hand with passion as it relates to taking on challenges and fighting through problems that arise. These values together give a company its guts, and are best manifested as our employees' actions translate into tangible successes.

HOW EXXEL LIVES THIS VALUE:

The company works to instill passion in its employees in a variety of ways. We operate in a fairly casual environment and recognize the importance of a proper work/life balance. Management strives to make work fun and rewarding, so being in the office is both fruitful and enjoyable. While time in front of the computer is productive, so too is the time spent outside testing our gear and volunteering in the community, and this is widely advocated. The result is that employees on all levels feel the effects of workplace satisfaction.

Exxel also aims for transparency with its employees and is committed to purposeful decision-making on all levels. This fosters a willingness to pivot for the good of the company, such as with the Sierra Designs team's flexibility in going after a new mass market account and doing what it takes for the program's success, and the consolidation of warehouse facilities into one streamlined location in Reno. We also encourage employees to fill out surveys and provide suggestions for a better work environment, and aim to accommodate them whenever possible.

INNOVATIVE SOLUTIONS

An innovative workplace pushes the boundaries of technology, design, and business practices. For a global company such as Exxel, keeping up with (and staying ahead of) the times is a pivotal component to success. Embracing original thinking means acting with courage, challenging the status quo, and finding new ways to grow the company and each other. It means not only thinking outside of the box, but seeing the box in a new way altogether.

HOW EXXEL LIVES THIS VALUE:

To guarantee continued relevance and progressive-thinking, Exxel welcomes the entrepreneurship spirit at all levels, and encourages brainstorming sessions to redefine and develop new ideas. We value our employees' creativity and expertise, and trust our leadership to make decisions that lead us confidently out in front of the competition.

We actively look for partnerships and acquisitions that will propel the business forward, in order to complement our strengths and fill in the gaps where we identify our weaknesses. For example, we acquired the HEX brand in order to enter into the urban traveler market, which had been uncharted territory for us before. We also maintain an awareness of the modern consumer's and business's changing needs as we move towards the future, like when we expanded our Alabama factory through innovative and creative methods. Finally, we insist on up-to-date testing and prototyping practices to guarantee excellence.

Our rich brand history of earning awards and accolades is a testament to our achieving this value, as well as the number of patents and patents-pending that we have registered. We are also very excited about additional innovative developments planned for the future, which include nonPVC airbeds and other outdoor products that incorporate various technologies.

TRUST & INTEGRITY

The cornerstone of every successful company is its relationships; those between employers and employees, internal and external stakeholders, customers and vendors. We strive to build trust throughout our organization, as we understand that trust is something that is earned through communication, collaboration, and mutual respect, and is not something that can be manufactured. We stand for integrity and set standards to inspire others to always be honest and fair in all dealings.

HOW EXXEL LIVES THIS VALUE:

Exxel has proudly earned a reputation for trust and integrity by building long-term partnerships and relationships over the years. We believe that "people over profit" and "reputation over revenue" are important themes to honor in all of our affairs. We maintain a long list of overseas partners, some of whom we have worked with for decades. We can confidently boast that we only deal with factories that treat their workers fairly and with dignity, and who are upheld to our strict Code of Conduct. We are also reliably open and transparent on key decisions and changes to business procedures and processes.

With our employees, Exxel expects accountability in staying true to goals and scheduled deadlines. However, we realize that some of the best work can be accomplished outside of the office setting. With that in mind, the company has decided to transition to flexible work schedules for full-time employees in 2020, honoring a popular request. Trust goes both ways, and we believe that our people will own their day-to-day responsibilities and productivity, even when left to their own devices.

On top of this, we foster team-building initiatives and refrain from favoritism. One example of this is our monthly "All Hands" meetings, during which we reveal current numbers and challenges, and give one brand the chance to present to the entire company the content of their choosing, such as new product lines, the latest awards they have received, or other noteworthy topics. This meeting provides a platform on which to not only show off accomplishments, but help with crossdepartmental pollination of ideas and other communications.

FAMILY & COMMUNITY

At Exxel we put a lot of importance in building and maintaining a positive team and family spirit. We aim to create an environment that is welcoming, warm, and understanding. Since such a large part of our lives is spent at work, it is important that we create a place which we look forward to going, where we support each other, and where we go above and beyond for one another. This can translate to celebrating each other in times of joy, and providing compassion during times that are challenging. We are more than just a team - we are a family and community.

HOW EXXEL LIVES THIS VALUE:

Our employees come from all over the world. Many of them see "work family" more than actual blood relations. Comfort and a sense of belonging comes from community-building activities in and outside of the office, such as group lunches and family camping trips sponsored by the company. Some of our employees have even built lifelong friendships, and continue to support each others' endeavors outside of work hours.

We value our employees' commitment to the company and each other, and have a strong tendency to promote from within, rewarding the folks who stick with us. Selflessness is evident in our decision-making, as it is based on what is best for the group. An example of this is HR's commitment to negotiating the best insurance plans for all employees, year after year.

We acknowledge that outward signs of our dedication to our employees is paramount to their belief in us, so we make a point to do things every now and then to make this evident. Our latest gestures include facility improvements in our Pasadena office, and a sizeable investment into our new Broomfield headquarters, complete with a gym and other thoughtful amenities and "creature comforts" for our valued employees.

PROFITABILITY & GROWTH 18

While profitability is why a company exists, growth is what continues to propel it forward. Both of these values are essential to Exxel's success, and drive us to manage the company for sustainable financial advancement. In order to be relevant in an ever-changing and increasingly competitive outdoor industry, careful and deliberate business planning, coupled with strategic product development, is a must.

HOW EXXEL LIVES THIS VALUE:

Very few outdoor companies can boast presence and success in both mass and specialty channels, and Exxel is rare in this respect. As brick-and-mortar stores continue to shutter, Exxel’s brands are still highly sought after by buyers in all of the major retailers. Our online presence is also strong, with a large share of sales resulting from e-commerce.

Through thinking big and taking measured risks, Exxel strives to stay ahead of the competition. The company continuously seizes opportunities to enter new retail channels, while finding ways to remain profitable in our current ones. Some of our biggest recent victories include the development of new daypack collections across brands, the introduction of the Slumberjack brand into Walmart stores, and getting Sierra Designs into Target, a major account achievement.

We grow not only by expanding our existing brands, but also through strategic acquisitions. We continually look to acquire companies with strong potential, who fill a product-offering area that fits our needs, and that can benefit from our business expertise.

Exxel also believes it’s pivotal to streamline processes and provide shared resources for the brands’ mutual benefit. This increases efficiencies and maximizes our company advantage. At our world headquarters in Broomfield, CO, our accounting, sales, and customer service departments, as well as our state-of-the-art photo studio, are under one roof, enabling Exxel to serve as the financial and logistical engine that powers all of our brands.

THE FOUNDING OF EXXEL OUTDOORS

In Harry’s Own Words

As a kid growing up in a poor immigrant family, I never would have imagined that there were people, lots of them, who go to great lengths to sleep outdoors in the wilderness with no electricity or running water (and find that fun to do). So, how did a guy like me end up heading one of the largest privately-owned outdoor recreational companies in America?

BETTER MAKE ROOM

My dad spent much of his life exiled from Armenia, living in a small mountain village in the Mideast. His focus was on day-to-day survival, and creating a future filled with better opportunities. In the mid-part of the 20th century, my parents immigrated to America.

When I was a small child in the late 1960s, we moved to East Hollywood, California, a stone’s throw from the glamour of the music and film scene up the road. We were a large, close-knit family, always helping extended family members escape the hardships abroad to come to the promise of the U.S. It seemed like every week my parents were telling me and my siblings that another cousin was coming to stay for a while. “Better make room!” my parents would say, instilling in me the importance of community and sharing what we had.

OPPORTUNITY ROCKS

In the 1980s, I was teen with a guitar and a big rock dream. Some Hollywood High School friends and I formed a metal band called Iron Tears. One of these friends was Armen Kouleyan. We rocked big hair, played local clubs, and schemed on how to get a record deal. We had a great time while also honing skills like tenacity, negotiation, and strategic thinking from the hustle on the Sunset Strip.

Living at home, taking college courses, and playing gigs for chump-change was not enough to keep my parents from hassling me about getting a real job. So I jumped at the chance to help my uncle, who had built a business supplying gear to the U.S. military. This opportunity gave me my first taste of the textile industry, as well as satisfaction from feeling like I was helping our country. I actually found myself enjoying all aspects of the business, and also discovered that I had a hidden talent - a keen eye for design.

I soon went on to start my own company in my parents' garage. I called it Prestige Apparel, and focused on producing military and hunting apparel. I was designing, setting up my first factory operations in Vernon, California, and acquiring accounts (all to survive until Iron Tears hit it big, of course).

Harry (left) with his uncles (standing right) when he started in manufacturing.

Harry and Armen rocking out during band rehearsal.

Harry and Armen playing a gig at The Troubadour during their Iron Tears days.

Baby Harry back in Yerevan, Armenia.

Harry (third in from left) with his family in the old country.

A look inside the maquiladora, Factory de Ararat, in Nuevo Laredo, Mexico.

The view across the Haleyville, AL sleeping bag factory.

Harry and Armen the day they acquired American Recreation Products.

BORDER TOWN BOOM

With the rising popularity of maquilas in the late 1980s (companies that allow factories to be largely duty free and tariff-free), border towns transformed into major manufacturing hubs full of promise. Laredo, Texas soon became the largest crossing point between the U.S. and Nuevo Laredo, Mexico. The chance to get into the action there by setting up a lucrative maquiladora was too good to pass up (especially since our music careers hadn't taken off yet). With Iron Tears in the rear-view mirror, I headed south to seek my fortune.

Unplanned business soon came our way due to the start of the Persian Gulf War. Because of government cutbacks on military supplies in the late 80s, the U.S. Armed Forces were suddenly caught short on military apparel. Prestige Apparel was established at this time and able to step up and supply them.

After the war, we continued to produce camouflage apparel for hunting, fishing vests, and even personal flotation devices for watersports. A business opportunity to enter the sleeping bag market presented itself at this time, and I expanded a factory in Mexico so we could produce everything in one location, called Factory de Ararat. Throughout it all, I saw that Armen would make an ideal business partner. I was more of an extroverted salesman and idea guy, and he preferred to stay behind the scenes, run the factory, and manage finances. Together, we decided to launch a new company, called Exxel Outdoors.

BRINGING BACK MANUFACTURING TO THE USA

A few short years later, we got a big tip that an Alabama sleeping bag operation was shutting down and planning to lay off all of its workers. If we bought it, we could save all of those jobs and be producing quality goods in America. We did just that, and it's a story in itself on the following pages. We soon grew to be the American leaders in sleeping bag production.

Laredo had been good to us during the years we spent there; Armen met his wife Bobbi and we launched our new company. With business thriving in Alabama, and Los Angeles pulling at our heartstrings after years living away, we decided it was time to move back home. We opened a big warehouse and offices in Irwindale, at the east end of L.A. County. Later as our business expanded, we purchased a building in City of Industry, California, to house our corporate offices, showroom, and warehouse.

ENTRY INTO THE SPECIALTY MARKET

We were at the top of our game, supplying mass retailers and sporting goods chains. The only way to grow was up, into the recreational "specialty" world, for people who take camping further - into the backwoods and up the mountain. We started a new camping brand called Ticla, our first foray into this space. Then we got word that American Recreation Products, known for its collection of both mass and specialty outdoor heritage brands in Boulder, Colorado, was up for sale. The brands under the American Rec umbrella had colorfully storied pasts, and we made the decision to acquire the company and bring them back to the glory of their heyday.

The mountain of talent we now had in Boulder made our decision to move our headquarters there an easy one, and the brands' continued upward trajectory has made us proud of our investment. In 2018, we made a mini-leap into the urban packs market as well, through the addition of the HEX brand to our corporate family.

GIVING BACK & LOOKING AHEAD

With success comes responsibility, and we feel fortunate to be in a position where we can give back to our communities. We are proud members of the Conservation Alliance, and make a point to donate gear to the victims of natural disasters whenever possible.

Most recently, Exxel developed the Adventure Armenia project between HEX and HIKEArmenia, which resulted in a curated collection of five pieces that paid homage to my Armenian heritage through design, while also shedding a light on Armenia as a worldclass hiking destination. I have no doubt that my father, who spent so much of his early life navigating survival in that mountain village, would be honored to see people from around the world venturing to his homeland to enjoy its natural wonders.

Exxel Outdoors was built on a foundation of grit, hustle, and taken opportunities, along with the love and support of family and friends. In honor of all of our ancestors who had no choice but to survive the outdoors, we will strive to produce gear that brings loved ones together to play and thrive outside. We will continue to honor our mission, and understand that without the efforts of our valued employees and partners, none of this would have ever been possible.

From the bottom of our hearts, we thank YOU for being a part of our continued legacy, and we look forward to sharing additional stories of success in the future.

HARRY KAZAZIAN CEO & FOUNDER

Harry Kazazian starts Prestige Apparel in his parents’ garage in Hollywood, CA

EXXEL’S HISTORY & HERITAGE

Our Company, Then & Now

Harry moves Prestige Apparel to the border town of Laredo, TX and establishes a factory in Mexico

Exxel acquires sleeping bag division from Brunswick Corporation

Harry and Armen establish Exxel headquarters, corporate offices, and a west coast distribution center in City of Industry, CA

Harry opens up first factory in Vernon, CA. Prestige reaches $1M milestone

Harry forms Exxel Outdoors, with Armen Kouleyan and a few other buddies

Exxel invests in Haleyville, AL sleeping bag factory, making it the world’s most efficient facility in this category

Exxel acquires a licensing deal with Disney, starting a children’s gear venture and becoming a leader in kids' camping

Exxel/Prestige reach $50M milestone

Exxel acquires American Recreation Products from Sun Capital Partners to create Exxel Outdoors, LLC and opens Advanced Development Center & Sourcing office in Shanghai

Exxel wins AMOGA (American-Made Outdoor Gear Award) for U.S. factory with over 100 employees

Exxel expands Asian operations to Vietnam, Cambodia, Bangladesh, & The Philippines, and opens U.K. sales office

Exxel wins Women in Manufacturing Award for our U.S. Factory VP

Exxel opens new Distribution Center in Reno, Nevada, and wins Women in Manufacturing Award for our Financial Controller

Exxel acquires HEX, a downtown Los Angeles-based pack company, and opens the Military Sleep Systems Department in the U.S. factory

Exxel moves new World Headquarters to Broomfield, CO, in the Denver Metro area

EXXEL’S CORPORATE STRATEGY

Pulling long-term vision, goals, and initiatives together, our plan is to invest big in four major areas of focus:

FACILITIES & OPERATIONS

Exxel invests heavily in building global infrastructure that is strategically designed, well-built, efficiently run, and always maintained. Constantly seeking excellence in processes, operations, logistics, and output is the way forward to continued success. Some examples:

- New 39K-square foot Headquarters in Broomfield, Colorado

- Focused Idea Lab in Pasadena, California

- State-of-the-art distribution warehouse in Reno, Nevada

- Expanding Alabama factory's capabilities

- International Support Offices

- NuOrder Business-to-Business Portal to provide sales with a 2-way, mobile friendly “cloud based”, e-commerce solution

- Salsify - A hybrid DAM/PIM/Syndication tool and direct replacement for current Excelbased product setup sheets

SHELTER UNDER ONE ROOF

- Cross-pollinate forward-thinking ideas and opportunities between brands and departments to benefit products, sales, and marketing.

- Shared services, archived resources, and consolidated platforms makes sharing past knowledge and experiences easy and documented to gain a better hold on institutional memory loss.

- Gain insight and exposure to methods, technologies, and professional services that otherwise would have been out of reach for smaller brands or initiatives.

PORTFOLIO SHAPING

Curate our portfolio to better position Exxel and expand and deliver on our corporate vision for the future.

- Leverage brands' expertise and size to find favorable business environments for product and channel segments.

- Compile, preserve, nurture, and communicate history of brands to build value in them and the company as a whole.

- Use acquisitions to break into fields of strategic interest and scale up to new heights.

THE HUMAN ELEMENT

Our employees, customers, and consumers are at the center of Exxel's decision-making. They define the reality that our business exists in by shaping our society, using technology, impacting the economy, affecting the environment, and influencing politics. So we listen, study, design, build, and flex to their needs and demands.

We prioritize and seek to improve every life we touch by elevating the consumer and their experience, improving our working relationships, and providing a better and happier place to work.

Every single day, Exxel touches:

- Hundreds of employees & management personnel

- Thousands of customers and vendors

- Millions of consumers

FACILITIES & O PERATIONS

PORTFOLI O SHAPING

SHELTER 26 EXXEL CORP BOOK

SHELTERUNDER ONEROOF

FACILITIES & OPERATIONS

EXXEL’S SOCIAL RESPONSIBILITY

Our Moral Compass

A HISTORY OF SOCIAL RESPONSIBILITY

Social responsibility is something we take seriously in our approach to business. That’s why we have a social responsibility policy, the Exxel Outdoors Code of Conduct, which has guided us since 1995, with continuous monitoring efforts for over two decades. In reflection of our company’s global reach and the diversity in factories, our Code of Conduct is translated into ten different languages.

We want to ensure the most ethical practices, help improve working conditions, and protect the rights of people in factories around the world where our equipment and apparel is made. We expect dignity and ethical treatment of all factory employees who produce our products. The cornerstone of our program’s effectiveness is based on fair but strict enforcement, understanding unique factory operations, and working successfully with supplier management to facilitate process improvements affecting the worker’s quality of life. Being socially responsible is a huge priority - whether we’re partnering with vendors or providing peace of mind to stakeholders (our employees, customers, and the general public).

Criteria forming the basis of our Code of Conduct includes the below summary of how we’re working to be as mindful of workers and practices as we can:

HUMAN RIGHTS EXPECTATIONS

• Expect and maintain high Ethical Standards

• Operate under legal Working Hour requirements

• Provide all legal Wages and Benefits

• Employ no Child Labor, with age documentation of all workers

• Practice Environmental Safekeeping

• Assure Health and Safety for both the factory complex and dormitories

• Abide by Legal Requirements of Country law

• Employ no Prison or Forced Labor

• Engage in Non-Discriminatory Policies

• Maintain acceptable forms of Disciplinary Practices

• Allow legal rights to Freedom of Association

RIGOROUS MONITORING

We employ both an internal staff of compliance auditors and contract independent monitors such as Bureau Veritas (BV), International Compliance Group (ICG), and UL Responsible Sourcing to conduct rigorous social compliance audits. The scope of the audits requires factories to provide detailed records including employment information, payroll and time data, and worker benefits to validate compliance. Monitoring is done on a routine basis.

Our membership utilizes the collaborative resources of Fair Factories Clearinghouse (FFC), a valuable database tool for tracking and analysis of compliance efforts. Together with other textile industry leaders as members, the FFC is dedicated to improving workplace conditions internationally.

CONTINUOUS IMPROVEMENT

Following factory audits, any violation, no matter the severity, is documented on a Corrective Action Plan. The factory must commit to a plan of action and time-frame for correction. Follow-up monitoring is done to verify improvements are implemented and sustained. Plus, our internal audit team will counsel and train factories, advising on solutions to pending issues. Our view in developing safe and humane work environments is not merely to audit and monitor – but to train and educate for continuous improvement. This creates a long term successful relationship.

We accept factories that are certified through Worldwide Responsible Accredited Production (WRAP). We have found this organization’s monitoring criteria to be aligned with our goals, and factories completing WRAP certification have well-implemented human rights practices. Certified factories must undergo periodic audits by independent monitors to maintain their WRAP status.

EXXEL’S SUSTAINABILITY EFFORTS

Good Business and The Right Thing To Do

THE IMPORTANCE OF SUSTAINABILITY

From corporate practices to supply chain management, sustainability plays a fundamental role in doing things better. Definitively speaking, sustainability is managing risks, opportunities, and performance in operations, services, and supply chain while benefitting financial, environmental, and social aspects of a business (profits, people, and the planet). Best practices translate into value in the form of cost savings, innovation drivers, operational efficiency gains, and saving the environment.

The Outdoor Industry has communicated market demand for businesses to incorporate sustainable initiatives. Consumers are more aware than ever of climate change and the importance of natural resource conservation. They are interested in protecting the places they recreate, and are insisting on transparency around the businesses and products they love. Top retailers in the industry are aiming to show solidarity by imposing requirements for the brands they carry to incorporate practices such as fair trade, carbon reduction, animal welfare protections, curtailment of chemical use and microfiber shedding, increased use of sustainable materials that are recyclable or compostable, and the use of locally-sourced materials, whenever possible.

All of this, coupled with increased regulation and legislation nationwide, means taking on complex challenges involving all aspects of the business in new and intelligent ways to meet the demands from our consumers and top customers.

EXXEL'S MITIGATION PLAN

Exxel has stepped up to the challenge by developing committees with clear direction and leadership dedicated to sustainability practices in the following areas: Product Lifecycle, Factories & Supply Chain, Marketing & Communication, Offices & Facilities, and Conservation. Initiative highlights that will communicate accountability in this important area includes:

• Participation in the HIGG Index, a suite of tools that enables brands, retailers, and facilities of all sizes - at every stage in their sustainability journey - to accurately measure and score a company or product’s sustainability performance. The long-term plan for Exxel is to market each brand's HIGG Index compliance or score, resulting in positive impact.

In addition, the company has taken environmental actions such as employee community service in the form of cleanup/ restoration activities and events. Exxel plans to tell its sustainability story to customers, employees, and the industry at large through marketing on packaging and in digital workbooks, partnering with non-profit organizations that align with its values, publicizing its goals and successes, and supporting policies that are in step with its environmental and social goals.

THE CONSERVATION ALLIANCE

Protecting Wild Places and Outdoor Spaces

CONSERVING OUR PLAYGROUNDS

We know the Great Outdoors is only as great as we leave it. Whether we’re picking up our favorite trails, educating our communities, or building sustainable business practices, we’re committed to protecting our planet for today and future generations.

Our brand Kelty is one of the four founding members of The Conservation Alliance. The Alliance was founded in 1989 by industry leaders REI, Patagonia, The North Face, and Kelty, who shared the goal of increasing outdoor industry support for conservation efforts.

The Conservation Alliance protects outdoor spaces and wild places through the collective power of our member companies. Our members’ annual contributions go directly to our grants program. Each year, member companies select community-focused grantees across North America who are committed to creating a healthy, livable planet for all. Conservation today creates jobs, helps local communities, and provides for future generations

The Conservation Alliance is a coalition of more than 270 like-minded businesses who pool resources to fund and advocate for the protection of North America’s wild places. Since 1989, the Alliance has helped protect 73 million acres of wildlands and 3,580 river miles, remove or halt 37 dams, purchase 21 climbing areas, and designate five marine reserves. To date, they’ve awarded more than $27,370,000 in grants to 274 organizations and they’re just getting started.

www.conservationalliance.com

Exxel's Awards & Activities

Along with Social Responsibility and Sustainability on a corporate level, the company is proud of its work in the community, and of the awards and accolades accrued and milestones reached:

∙ 2020 - STEP Ahead, Women in Manufacturing Award, Manufacturing Institute, won by Dianne Townsend, Production Manager, Military Systems Dept.

Presented to women in Science, Technology, Engineering, and Production who exemplify leadership within their companies.

∙ 2018 & 2019 Conservation Alliance Backyard Collective – Participant Boulder Volunteer Events

Volunteers worked in collaboration with the City of Boulder Open Space & Mountain Parks (OSMP) and Boulder Parks & Rec to clean up the Foothills Community Park in Boulder. The volunteers also worked with Boulder Parks & Rec to build a 40-foot trail, cleared and weeded a 100 square foot garden bed, removed 2 truck loads of weeds, and collected 5 large 40-gallon garbage bags of invasive thistle seed.

∙ 2018 Exxel Factory Military Systems Department Ribbon Cutting

The grand opening of Exxel's first Military Systems Department at the Haleyville, Alabama sleeping bag factory. The ceremony was attended by local, state, and federal officials, and featured the Haleyville Elementary School chorus singing patriotic songs in salute of military veterans.

∙ 2017 – American Made Outdoor Gear Award (AMOGA) Category: company with over 100 employees

Celebrates American manufacturing by recognizing companies with compelling domestic manufacturing stories.

∙ 2016 through 2019 – Sleep Tight Colorado –Pajama Jog 5K Sponsor 100% of the proceeds from this race goes toward buying sleeping bags for Colorado's homeless.

∙ 2016 - STEP Ahead, Women in Manufacturing Award, Manufacturing Institute, won by our company controller, Becky Iaconis

Presented to women in Science, Technology, Engineering, and Production who exemplify leadership within their companies.

∙ 2014 - STEP Ahead, Women in Manufacturing Award, Manufacturing Institute, won by our U.S. Factory VP Barbara Garrison

Presented to women in Science, Technology, Engineering, and Production who exemplify leadership within their companies.

∙ 2014 – Parent Tested, Parent Approved Award –PTPA “Summer Must Haves”: Tadpool life jacket

Seal of Approval awarded after products are tested and evaluated by a community of parents.

∙ 2012 – Parent Tested, Parent Approved Award

– PTPA “Top Family Friendly Products”: 3 Exxel Licensed Children’s Products - Sleeping Bags, Tents & Camp Kits

Seal of Approval awarded after products are tested and evaluated by a community of parents.

∙ 2012 through 2019 – Delivering-Good – Product Donation Partner for Disaster Relief

Unites retailers, manufacturers, foundations, and individuals to provide people impacted by poverty and tragedy with new merchandise, distributed through a network of agency partners to offer hope, dignity and self-esteem to at-risk children, families, and individuals.

∙ 2010, 2011, 2012 - Inc. 5000 List of Fastest Growing Private Companies: Exxel Outdoors Companies are ranked according to percentage revenue growth and must be U.S.-based, privately held, for-profit, and independent.

FACILITIES &

CAPABILITIES

Exxel is truly a global company with a vast international reach. While our creative hubs and main headquarters and distribution facilities are located in the United States, the scope of what we do would not be possible without our satellite offices and teams across the world.

BROOMFIELD, CO WORLD HEADQUARTERS

Our Main Hub

Our Colorado headquarters houses the Shared Services parts of Exxel Outdoors, including IT, Accounting, Operations, HR, Logistics, Planning, CS, DS, and Finance. Additionally, much of the product magic happens at this location. Our Brand Vice Presidents and General Managers strategically work with our talented Product Managers, Developers, and Industrial Designers to bring products to life from concept to design, then through development and pre-production.

One of Exxel's most exciting developments for 2020 was the relocation of the company headquarters to a larger, renovated space in Broomfield. Only 15 miles from its prior location, the new space is conveniently located along a highway that connects major cities Denver and Boulder.

The 39,000-square-foot office building is 25 percent larger than the company's old headquarters, which had gotten a bit cramped due to Exxel's growth mode in both portfolio of brands and on the corporate level. The larger digs better accommodate Exxel's current building employee count of 130, as well as allow for future expansion.

Exxel chose the new building not only because of its larger size but because of its proximity to trails and bike paths. Having green space outside its headquarters allows Exxel to incorporate an outdoor ethos to match that of its brands and employees, enabling folks to take advantage of outdoor collaboration spaces, and to create in the environment that they most enjoy.

The building's redesign included thoughtful features throughout. The overall approach was to transform it into a branded experience that is more than an industrial workspace. Different kinds of spaces (collaborative, private, and individual) are scattered throughout the building, allowing for flexibility with workstations. While there were no structural changes to the building (save for blowing out a few walls), all floors, walls, and ceilings have been resurfaced and incorporate inviting design touches to inspire focus and provide a comfortable working environment. Finally, all employees have access to exquisite sight lines of the beautiful Rocky Mountains.

Besides work areas, the building also features recreational areas such as a gym, complete with showers. An impressive showroom enables the company to present its entire collection of brands and product lines in one space for the first time.

PASADENA, CA EXEC OFFICES & IDEA LAB

After the acquisition of American Recreation Products in 2015, a series of company-wide transitions were set into motion to increase efficiencies and streamline logistics. When the company headquarters was moved to Colorado, Exxel still desired an LA-based location to attract top talent from around the area, but a smaller, creative office space.

In 2017, we established our new Southern California facility in Pasadena, a major hub of northern Los Angeles. For this we completely renovated a shuttered, circa early-1900s church, breathing new life and light into its stately, high-arched architecture. The 5,500 square foot structure is a superb location for drawing upon creative and business talent, as Los Angeles is the heart of the entertainment world and on the leadingedge of numerous growth industries. And with so many other outdoor recreation companies based in California, we’re right at home here.

The building has been converted into a modern and chic gathering and work space, featuring an impressive conference room for board meetings and presentations, and individual workspaces and private areas for employees to use. Eclectic and homey design touches complement the building throughout, featuring light wood flooring, black steel-framed glass room partitions, and warm-colored Persian rugs to accent each area.

This facility now not only houses our West Coast executive offices, it also serves as our publicity center and Idea Lab, where innovative approaches to design and the business are nurtured in collaborative thinking process sessions. There is also a dedicated upstairs floor for our corporate creative team, who handles everything from overall creative strategy, to corporate printed & digital collateral design and branding, to the look-and-feel development for new brands, and more.

Company Owners & Corporate Creative Team

RENO, NV DISTRIBUTION CENTER

Versatile Shipping & Fulfillment Center

Exxel proudly leases 255,000 square feet of space in a state-of-the-art shipping and distribution center in Reno, Nevada. This pivotal operation is conveniently located in a thriving metropolis that is 4 hours from the bustling Port of Oakland, California, and 2 hours from Sacramento, California’s capitol. This centralized locale fits the culture and DNA of Exxel's business model and employee interests, as it mirrors the landscapes of our main hubs in Colorado and California. The city of Reno has close proximity to snowy mountains and waterfalls on one side, and a vast desert environment on the other.

Our distribution center ships throughout the world, including to the Americas, Asia, and the Middle East. The fact that the Reno area is within 1-day truck service to over 60 million customers and 2-day truck service to 11 states was an obvious bonus to choosing this location, as the facility services both Exxel's Business-to-Business customers and e-commerce customers.

Having opened in 2016, our Reno center is relatively new and has become exceedingly efficient. It shipped out our largest volume of orders ever in December 2019. The facility boasts 26 shipping and receiving bays, advanced pick-and-pack equipment, and streamlined packing stations. The racking system fully maximizes our storage and retrieval capacity. We have a 45-foot ceiling height with racking that reaches to the 40-foot mark. Combined with 15,000 individual storage positions, the result is a superbly organized operation.

We have 30 highly-trained employees, who work on teams with care, efficiency, and speed. In the Receiving Department, our staff can unload, receive, and store 5 full floor-loaded containers or trailers full of goods in one day (with each container/trailer full of product weighing between 10,000 and 40,000 lbs). In our Shipping Department, our staff ships out small-parcels, LTLs, and truckloads, with the ability to process 3,200 direct-to-consumer packages a day, or 16,000 orders a week.

We have built a well-trained, lean team for conducting inventory, in large part because of our frequent cycle counting. Our staff has garnered a nearly 100% accuracy rate on inventory count - quite an impressive stat for such a vast operation. Due to the consistency of our Reno workforce and the efficiencies they have developed, our Reno shipping and distribution center continues to enable Exxel to be an ever-growing business.

SHIPPING AND RECEIVING EXCELLENCE

Some of the toughest work happens behind the scenes. The logistics required to flawlessly service Exxel's accounts are of epic proportions. Our Reno facility works tirelessly to get products into the hands of our customers. Even throughout the coronavirus pandemic of 2020, our workers powered through the challenges of keeping their very important part of the supply chain going (with proper safety measures in place, of course).

HALEYVILLE, AL OUR DOMESTIC FACTORY

American-Made Products

Exxel’s 250,000 square foot domestic factory in Haleyville, Alabama is the most efficient facility of its kind in the world. Exxel purchased the factory in 2000, restoring operations after Brunswick Corporation had announced its plans to shutter the plant. Propelled by large investments in people, machinery, and workflow, this advanced outfit has become a testament to Exxel's commitment to furthering American manufacturing and job creation.

The facility's Consumer Division line is the last and only remaining sleeping bag mass production operation in the United States. Its Specialty Division line uses a team of dedicated sewers to produce sleeping bags, tents, bivys, compression sacks, and ponchos. A combined work force of 115 outputs a total of over 1.5 million sleeping bags annually. A warehouse and distribution wing featuring 10 dock door locations allows for streamlined service to all 50 states.

In Haleyville, our workers assemble and manufacture products made from imported cost-effective raw materials, as well as products that are fully Berry Compliant (meaning every last component is made and sourced in America). Economical solutions, paired with the benefit of efficiency and the rapid lead times of USA assembly, puts Exxel in the unique position to supply multiple channels and customers from one powerhouse facility, ranging from Walmart to the United States Military.

The factory has received various recognitions and special honors over the years, including visits from political figures like prominent state senators and congressmen. We have also proudly watched a few employees get selected as recipients of STEP Ahead awards by the Manufacturing Institute, which are presented to women in Science, Technology, Engineering, and Production who exemplify leadership within their companies.

This factory is a very special source of pride for Exxel, the factory also generates positive environmental impact through the goods produced there, as most of the fill material used in the consumer division sleeping bags is 80% recycled. In addition, a wonderful community of people are its heart and soul; there are some folks who have been working there for decades, including one woman in her 80s, who is determined to never retire.

AMERICAN & EUROPEAN STRATEGIC SALES OFFICES

Walmart Business & European Expansion

BENTONVILLE, ARKANSAS

Our Bentonville, Arkansas location consists of three employees that guard the coveted relationship we have with Walmart, the largest retailer in the United States when it comes to retail locations and sales revenue. Traditionally, Exxel has had the most presence there in the Camping and Watersports business, but new opportunities in other departments are always being explored. Our Bentonville team ensures that sales orders and planning are done hand-in-hand with the buying team at Walmart.

In addition, our Campex Partnership is guarded and spearheaded by relationships that our Bentonville employees have with the Campex team, where we have a shared revenue model on the over $1.0m in sales through this channel.

EXXEL OUTDOORS UK LTD.

In 2019, Exxel Outdoors expanded into Europe with a new entity, Exxel Outdoors UK Ltd. We now have a European Sales Leader in the United Kingdom, who has been charged with extending the reach of our brands across Europe.

Initial focus has been launching into Germany, France, The Netherlands, Belgium, Sweden, Norway, and the UK. Longer term, this operation will provide our Mass and Military businesses with a European base, ensuring our local support improves further.

Exxel also partnered with a UK and German 3PL to establish a quick-tomarket logistics solutions. Located next to the DIRFT Port, the company is now shipping across the whole of Europe (including the Nordics) within 48 hours and can cover 80% of the region within the first 24 hours.

Europe’s multi-cultural market manages multiple commercial frameworks; we’ve streamlined our operations whilst ensuring that first class customer service remains our cornerstone. We’ve launched a Pan-Global pricing policy to ensure that consumers in London and Munich enjoy the same value that our U.S. consumers do, and we’re establishing local product service centers to ensure we keep our customers engaged in order to propel ongoing growth and success in this new territory.

ASIA OPERATIONS & SUPPORT OFFICES

China, Vietnam, Cambodia, Bangladesh, and the Philippines

SHANGHAI, CHINA

Our Shanghai office is our Asia Regional Headquarters. This office works on all Exxel product categories. All other Asia offices report into our Shanghai Office. The office is a full service sourcing office providing supplier management, product sourcing, raw materials sourcing, costing, product development, pattern making, sample making, merchandising, production tracking, logistics and transportation support, accounting, and human resources support for the Asia region, and a full testing and compliance structure to manage product testing, raw materials testing, compliance audits, quality audits, and to create SOPs & performance standards for all brands.

CHINA JOINT VENTURE WEAVING MILL

The mill has 56 water-jet weaving machines with the annual production capacity of 4.5 million meters of sleeping bag fabrics. All textile development and production takes place under Exxel’s Director of Raw Materials at this location.

VIETNAM

Our Vietnam Office works with daypacks, apparel, tents, and sleeping bags. It is a full-service production and product development office for day packs providing supplier management, merchandising, raw materials sourcing, product development, sample making, production tracking, and quality audits. These audits are performed for apparel, tents, and sleeping bags.

CAMBODIA

Our Cambodia Office works with day packs. It is a merchandising and quality-assurance office providing supplier management, sample making, production tracking, and quality audits.

BANGLADESH

Our Bangladesh Office works with tents. It is a full-service production and product development office for tents providing supplier management, product development, merchandising, raw materials inspection, sample making, production tracking, and quality audits.

PHILIPPINES

Our Philippines Office works with backpacks. It is a full-service production and product development office providing supplier management, product development, merchandising, raw materials inspection, sample making, production tracking, and quality audits.

CORPORATE

PORTFOLIO

Established Brands

Exxel Outdoors has diversified its portfolio over the years to include brands with product offerings in various sectors, ranging from the outdoor industry, to airbeds, to urban travel. At the core of it all are our eight established brands, who with their brand equity and staying power, are the major drivers of our business.

CORP

OUR BRANDS’ HISTORY & HERITAGE

A Short Summary

Herman Wenzel, a young German immigrant, starts the H. Wenzel Tent & Duck Company in St. Louis, MO

Dick Kelty starts his pack-making company in Glendale, CA

Wenzel Kelty

Wenzel patents their revolutionary Poleless Tent and begins marketing it

Greg Kohnen retools his lounge cushion factory to enable the production of sleeping bags, and launches Slumberjack

Pals Bob Swanson and George Marks start their outdoor gear company in Berkeley, CA

Tent Patent Slumberjack Iconic Garment

Kelty contributes gear to the National Geographic Expedition to Antarctica

Acquisition

The 60/40 Parka is added to the Sierra Designs catalog and becomes the leading sales garment, inspiring copycat designs for years to come

The Kellwood Company formally acquires Wenzel, which by this time had become a well-known camping products trademark for mass-market products

Before Exxel came into the picture, the brands currently under our corporate umbrella had already developed a rich legacy, with one originating all the way back to 1887 (exactly 100 years before Exxel's founder, Harry, started his first company). The evolution of any brand is an interesting process, and below is a quick trip down memory lane, focusing on some notable moments and milestones in the history of our established brands. There are also many common threads throughout, such as California origins and true entrepreneurship.

In Idaho, Bryce Thatcher creates the very first hydration pack in order to bring water on his long runs, eventually growing a new company out of his garage

Sun Capital Partners purchases Kellwood, under which Wenzel, Kelty, Ultimate Direction, Slumberjack, and Sierra Designs now lived, and American Recreation Products is formed as a new and separate entity

Ultimate Direction launches the Jenny Collection, the first ever line of womenspecific hydration gear

Exxel acquires the brands under American Recreation Products from Sun Capital Partners

Everest Elite, Slumberjack's premium brand, is a sponsor and gear supplier of the famous Mallory and Irvine Research Expedition to Mt. Everest, which resulted in a new and surprising discovery

Dan Maravilla and Trent Valladares launch their new accessory brand in Los Angeles, CA

Slumberjack launches a new line of hunting products under the banner of SJK, setting up the future of SJK as its own brand

The Military Sleep Systems department of Exxel's Alabama facility begins making Berry Compliant Kelty Tactical products for the armed forces

Brand Overview

PLAYING HARD SINCE 1952:

Kelty was born out of a genuine love for the outdoors. For Dick Kelty, getting outside was a physical need - and as a result, every single thing he made was handcrafted to make the backcountry feel as accessible and comfortable as his own backyard. As the originator of the modern external frame pack, Kelty has always been dedicated to connecting all kinds of folks with the wonders of the wilderness… and encouraging PLAY in its most natural form.

Because, let’s face it: nobody works for the Wednesday! And adventure doesn’t have to mean bagging an epic peak. It’s also a truck full of tubes and coolers… it’s baby’s first campout… or a lastminute road trip to whatever festival is happening that weekend. It’s ride-or-die friends, built-to-last gear and a healthy dose of “come what may.” It’s how we work. It’s WHY we work… because each and every one of us is Built for Play™.

TAGLINE - BUILT FOR PLAY:

At Kelty, Built for Play™ is more than a tagline. From product design to professional philosophy to personal preference, PLAY is at the heart of everything we do. And, as gear experts who also happen to be regular, fun-loving people, everything we put into the marketplace was created specifically to help other folks like us embrace the outdoors… embody mischief… and embark upon a lifetime of adventures. From block parties to Bonnaroo, the backcountry and beyond, Kelty gear is always ready to ride.

Brand History

Dick Kelty made his first backpack - his brother’s Boy Scout knapsack lashed to a wood frame made from leftover flooring - when he was just 14, to haul blankets and food for overnight hikes with his father in the Sierras. While outfitting warplanes overseas in WWII, he learned about lightweight aviation fabrics… and an idea took root and grew. Upon his return to Glendale, California, Kelty set out to build a better pack: lighter, more comfortable, and ready to PLAY.

Dick spent nights crafting frames in the garage while his wife, Nena, sewed packs in the couple’s tiny kitchen. That first year, 1952, he sold 29 packs for $678.85 gross profit - and an outdoor legend was born. Generally accepted as the Godfather of

Backpacking, Kelty is widely credited with making backpacking more accessible to the general public. Kelty’s OG pack design was one of the first to feature a contoured frame made from lightweight aluminum and padded shoulder straps (for greater comfort) and an innovative waist suspension strap (for better weight distribution).

In those early days, Kelty’s only source of advertising was the Sierra Club newsletter… but he quickly learned that this group provided the ultimate trail-testing forum. As he continued to refine and refit his products, Kelty’s packs became the go-to gear for major mountain expeditions - including the American Everest Expedition of 1963 - and his conifer-colored packs were popular on stateside trails, too. “I’ll make a pack in any color you want,” Kelty famously said, “as long as it’s green.”

After the famous National Geographic Expedition to Antarctica in 1969, though, Dick added bright-red packs to his product assortment. Kelty ultimately added sleeping bags, tents, apparel, and more to the mix - in a variety of colors, and the brand gradually evolved into the practical, colorful and durable Kelty we know today. Along the way, the phrase Kelty Built™ came to stand for easy-to-use, easy-to-love outdoor gear that’s built to last… and made to make the wilderness feel a little more like home. And Kelty itself has grown to have a meaning of its very own:

Kelty

noun | \kel-tee\

1. activity engaged in for enjoyment and recreation

2. something way more fun than work

Brand Highlights

CONSERVATION AND SUSTAINABILITY:

Naturally, we’re also actively working to ensure protection of our favorite playground - the great outdoors - for future generations. In addition to moving towards a full PFC-free DWR product line with traceable, RDS-compliant down, we use mixed post-consumer recycled hangtag packaging and are constantly looking for new ways to make our policies and practices more sustainable.

Kelty is also a founding (and lifelong board) member of the Conservation Alliance, and we’re working alongside fellow industry leaders like Patagonia, The North Face, and REI to protect our planet. Together, the Alliance is working to protect 73 million acres of wildlands; 3,580 miles of rivers; stop or remove 37 dams; designate five marine reserves; and purchase 21 climbing areas.

#keltybuilt

Awards/Sponsorships/Activities

AWARDS:

∙ MEN’S HEALTH

2022 Outdoor Awards: Best Camp Couch –Kelty Low-Loveseat

∙ OUTSIDE MAGAZINE

2022 Summer Gear Guide

• The Best Day Packs (Best Value)

– Kelty Asher 35 pack

• The Best Backpacking Tents (Best Value)

– Kelty Far Out 2 tent

• The Best Car Camping Gear

– Galactic Down Blanket

• The Best Car Camping Kitchen Gear

– Camp Galley Deluxe

∙ NEW YORK TIMES WIRECUTTER

2021 Best Car and Family Camping Tents

– Kelty Grand Mesa 4

∙ BACKPACKER MAGAZINE

2021 Hall of Fame: Our Testers’ Favorite Winter Gear of All Time

– Kelty Cosmic Down 0

∙ GEAR JUNKIE

2019 Best Backpacking Tents

• Best Budget Tent – Kelty Late Start Tent

2016 Best Men’s (or Unisex) Short Sleeping Bags

• Best All-Around Down Sleeping Bag

– Kelty Cosmic 20 Sleeping Bag

∙ POPULAR MECHANICS

2019 Editor’s Choice – Kelty Tallboy Tent

∙ CONSERVATION ALLIANCE

2017 Outstanding Partner Award

SPONSORSHIPS & ACTIVITIES:

∙ 2021-2023 OVERLAND EXPO

– ANNUAL SPONSOR

Annual gathering for outdoor enthusiasts and vehicle-based adventurers interested in exploring the world off-road – Overland West, Mountain West, Pacific Northwest, and East event sponsorship

∙ 2023 BOY SCOUTS OF AMERICA

NATIONAL SCOUT JAMBOREE

– ANNUAL SPONSOR

A large-scale gathering of Scouts from across the US for a week-long event filled with outdoor activities, leadership development, and community service

∙ 2015-2019 & 2023 TELLURIDE BLUEGRASS

FESTIVAL – ANNUAL SPONSOR

The Telluride Bluegrass Festival is an annual music festival in Telluride, Colorado hosted by Planet Bluegrass

∙ 019, 2022-2023 BOULDER TUBE TO WORK DAY – ANNUAL SPONSOR

Lighthearted local, community event where participants dress up in costume and tube down Boulder Creek on to commute to work

∙ 2019 & 2022 - GOPRO MOUNTAIN GAMES IN VAIL - ADVENTURE VILLAGE EXPO PARTNER

Annual multi-sport event held in Vail, Colorado, where top athletes compete in a wide range of outdoor sports and activities

∙ 2018 & 2019 KELTY DITCH DAY

Kelty’s designated day to not take life so seriously and call in “sick” to work or school with an excuse, and go outside and play instead

STYLE GUIDELINES AT A GLANCE

LOGOS:

COLORS: TAGLINE:

ORANGE

PANTONE: Orange 021 C TCX N/A

CMYK: 00/82/100/00 RGB: 255/81/00

HEX:

FF4F00

FONTS:

WHITE

PANTONE: N/A

11-0601 TCX

CMYK: 00/00/00/00 RGB: 255/255/255

HEX:

FFFFFF

VIAFONT

GUNNAR REGULAR

® 68

VIAFONT is used for the brand's main header

Gunnar Regular is used for all subheaders and body copy

BUILT FOR THOSE WHO SERVE

Brand Overview

BRAND STATEMENT:

"Soldier on with gear that is built to defend. Our extensive collection of rugged and ready-for-battle military sleeping bags, military tents, packs, and ponchos are as tough as those who serve. From defense-grade nylon for strength to combat-caliber insulation for warmth, you’ll be well-equipped to take on whatever enemies and elements take you by surprise."

TAGLINE - BUILT FOR THOSE WHO SERVE:

From sleeping bags, to tents and backpacks; Kelty Tactical takes the design and development of each product very seriously, knowing that it must withstand the most demanding elements and be made with the highest quality of materials available. We are Kelty Built.

At Kelty Tactical we strive to innovate new ways to use “standard” outdoor equipment by adding multiple-functionality and performance-driven features as the top priority for each idea generated. From our Berry Compliant equipment that is proudly made in the USA to our TAA Compliant products, we ensure that each product meets or exceeds the specifications and requirements of our customers. Every product we develop is based on a need identified by a specific mission requirement, from our U.S. service men & women, to first responders, and also including foreign allied countries.

Kelty Tactical has made well-crafted gear since 1952, and will continue to make it to honor those who serve.

Brand History

Kelty is built on a long legacy of expertise and true pioneers, which started back in 1952 with our founder, Dick Kelty. We have taken that experience in the years since and have utilized that technology to bring the Military the best products available on the market to complete their missions.

Kelty Tactical got its start very organically; various military personnel started exploring the outdoor industry to find products that would better suit their needs and wants in the field. Kelty realized that the rugged products and integrated technology that we offer could provide better built, better functioning products based on experience and technology with a name that people trust.

Since Kelty’s start in the military business, the demand for rugged, reliable, and military-inspired gear has grown exponentially, leading to Kelty Tactical into becoming its own brand.

We continue to supply and build gear for those who serve, as well as for the civilians who appreciate defense-grade products that are as tough as those on the front lines. Our outdoor industry roots make our equipment a great choice for any tactical undertaking, whether that means conquering a mountain or overtaking the enemy.

It is our goal to continue to provide the highest quality and most innovative gear on the market. With Kelty Tactical equipment by your side, it's easier to get your mission accomplished, every single time.

Brand Highlights

IN THE MOVIES:

The Kelty MAP 3500 backpack gained notoriety as the preferred military assault pack of the U.S. Navy SEALs due to its rugged construction and superior design. Its fan base has extended to the civilian community as well, partly due to it being the featured military pack on the big screen.

The MAP 3500 is worn by Bradley Cooper in the film American Sniper, which tells the story of Chris Kyle, one of the most lethal snipers in American history, as well as by Mark Walhberg in the film Lone Survivor, which dramatizes the unsuccessful U.S. Navy SEALs counter-insurgent mission, Operation Red Wings.

BERRY COMPLIANCE:

The Berry Amendment is a law that restricts any funding appropriated or otherwise available to the Department of Defense from being used to buy certain end items, components, or materials unless they are wholly of U.S. origin. Some of these include an article or item of food; clothing; tents, tarpaulins, or covers; cotton and other natural fiber products; woven silk or woven silk blends; spun silk yarn for cartridge cloth; synthetic fabric or coated synthetic fabric (including all textile fibers and yarns that are for use in such fabrics); canvas products, or wool (whether in the form of fiber or yarn or contained in fabrics, materials, or manufactured articles); or any item of individual equipment manufactured from or containing such fibers, yarns, fabrics, or materials; and hand or measuring tools. Simplified, this means that essential equipment such as packs, tents, and sleeping bags used in the armed forces must be completely American-made.

The Berry Amendment has been critical to maintaining the safety and security of our armed forces, by requiring covered items to be produced in the United States. At the same time, it allows manufacturing entities to continue to thrive while producing quality goods for the military.

Kelty Tactical is proud to have many of its products manufactured as Berry Compliant in the Military Systems department at Exxel's Haleyville, Alabama factory, since 2018. These products include tents and shelters, sleep systems, compression sacks, backpacks, and duffels.

#builtforthosewhoserve 73

AWARDS:

∙ GOVERNMENT AWARDS

Kelty Tactical has been awarded multiple U.S. government awards/contracts including IDIQ’s for various commands in all branches of the military, as well as being awarded contracts to provide solutions to foreign allied countries.

SPONSORSHIPS & ACTIVITIES:

∙ KELTY TACTICAL AMBASSADORS:

ASHLEY HORNER - Ashley is a wellknown fitness celebrity, hybrid athlete, professional fitness competitor, ultrarunner, triathlete, entrepreneur, and mother to three boys. She has fitness training facilities in Virginia Beach, VA and San Diego, CA. She has been training with a Kelty Tactical pack to help develop the women-specific Falcon pack for the military.

HANNA SELENA - Hanna is an influencer known for her content around Outdoor, Hunting, and Weapons. She is currently testing Fieldcraft (which transforms into a hammock, poncho, litter, and shelter) for the brand.

ERICH FRIEDLEIN - Erich is an awardwinning member of the Pennsylvania National Guard, gaining honors as the 2019 Army National Guard NCO of the year, who proudly reps Kelty Tactical gear.

∙ HAPPY HOUR EVENT WITH 10TH MOUNTAIN WHISKEY AT OUTDOOR RETAILER SUMMER MARKET 2019

It was a natural decision to partner with this distillery at the OR show, as 10th Mountain Whiskey maintains active involvement in the military and veteran community, along with being a local company in Colorado.

STYLE GUIDELINES AT A GLANCE

LOGOS:

COLORS:

FONTS:

ALWYN NEW MEDIUM

ALWYN NEW LIGHT

Alwyn New Medium is the main font used for headers/titles, in ALL CAPS or not

Alwyn New Light is the main font used for body copy

Brand Overview

BRAND STATEMENT:

"We were the first. We literally invented the entire concept of a specific pack to carry water with you when running, hiking, skiing, or climbing. That was back in 1985, three years before Camelbak or any other company. Our wearable gear has continued to evolve since then through partnerships and feedback from best-in-class elite athletes."

It is of paramount importance for the brand to connect with athletes and retailers in order to design the next revolution of high-performance hydration products. The ultimate goal is products that are engineered with purpose so that the athlete can focus on the finish line and we can focus on getting you there. Ultimate Direction aims to set the standard: Gear designed by end-users for the endusers it supports to grow the sport.

BRAND DNA:

Ultimate Direction continues to explore boundaries along with our customers: Are they a runner or a hiker? Or do they ski sometimes, climb a little, and travel whenever they can? We do all of that, and so does the gear we make. People don’t want to be limited by boundaries. UD doesn’t either. Our heritage and credibility is unparalleled by any company in the world, and continues to be to this day. UD is not sold to mass market discounters, is recognized by athletes all over the world, and is, was, and always will be: Designed by athletes, for athletes.

TAGLINE - DESIGNED BY ATHLETES FOR ATHLETES:

Brand History

As a youth in Idaho, legendary runner and ultraathlete Bryce Thatcher would start each day either running or mountain climbing. His vigor for exploration naturally expanded into seeking out solutions to problems that he encountered on his journeys, one of which was having an easy way to transport water on long runs.

Finding nothing on the market in 1985 that would allow him to carry fluids in his quest to set personal records, he grabbed an old pair of Levi's, a flip-top bicycle water bottle, and sat down at his mother's sewing machine. His creation resembled a waist pack that carried the bottle on the outside with room for snacks, and Ultimate Direction was born.

The company grew from Thatcher’s garage, quickly gaining popularity with runners and cyclists and garnering a reputation for innovation.

The hiring of Buzz Burrel as Brand Manager in 2012 ushered in a new era for the brand. As an athlete himself, Buzz was there long before 1985, and was wearing a UD pack when he set the record running the Colorado Trail and the John Muir Trail in 2000. He soon hit the streets, talking with retailers, media and - most importantly - athletes, getting back in touch with the community so integral to the success of the brand. Buzz soon brought together three of the best ultrarunners in the world and asked them to design the pack they always wanted. As a result, the Signature Series was born, our “vests” revolutionized the sport, and hydration packs will never be the same again.

Brand Highlights

YOUTUBE CHANNEL:

Ultimate Direction proudly hosts and populates a YouTube channel dedicated to education and information around its products and brand ambassadors. The channel has over 6500 subscribers and features content such as interviews and Q&As with our ambassadors, how-to videos built around particular product features, in-depth videos showcasing new products and collections, and the occasional cute puppy video.

Viewership ranges from a few hundred to 87K views per video, with new content being added fairly frequently throughout the year.

UD AMBASSADORS:

Ultimate Direction not only sponsors athletes, but partners with them to design the best products for the most inspiring projects and events all over the world. We want our athletes to achieve their personal goals, inspire others, and provide us with important product feedback. We appreciate their energy and soulful approach to life and their sports.

Our brand ambassador program unofficially began in 2012 with the trio of ultrarunners Scott Jurek, twotime Leadville 100 winner Anton Krupicka, and Peter Bakwin, record holder on the Kokopelli Trail. They provided feedback and ideas for product through rigourous and relentless testing on trails that catapulted the brand to the top of its game.

UD currently boasts partnerships with a diverse group of male and female athlete ambassadors from North America and beyond. These elite athletes have collectively earned accolades, broken records, and motivated others in their specialty areas of ultra trail running, marathon running, obstacle course racing, adventure racing, climbing, mountaineering, cycling, and skiing.

The Jenny Collection was the first-ever line of women’s hydration gear, launched in 2013 specifically to accommodate the unique needs of women runners everywhere. The collection was designed by a collective of female runners led by Jenny Jurek, wife of record-setting ultrarunner Scott Jurek. It was and continues to be a profit-driving product line, further cementing UD as a leader in the category.

JENNY COLLECTION:

Awards/Sponsorships/Activities

AWARDS:

∙ MY OPEN COUNTRY

2022 Most Waterproof and Lightest Rain Jacket - Ultra Jacket

∙ iRUN FAR

2022 Best Running Belts

- Race Belt 5.0 - Best for one flask

- Ultra Belt 5.0 - Best for two flasks

∙ R OLLING STONE

2023 Most Lightweight Vest - Ultra Vest 5.0

∙ R UNNER’S WORLD

2023 Best Waterproof Pants - Ultra Pant (Most Packable)

∙ FIELD MAG

2023 Best Hydration Vest-Backpack Hybrid - Ultra Vesta 6.0

∙ OUTDOOR GEAR LAB

2022 Best Running Hydration Packs - Ultra Vest 6.0 - Editor’s Choice

∙ OUTSIDE MAGAZINE / VELONEWS

2022 Best Running Vests - Ultra Vest/a

- Best for Ultra Races

∙ LIVESTRONG

2022 Best for Marathon Distance

- Ultra Vest 5.0

∙ OUTSIDE MAGAZINE

2022 Best Winter Running Apparel

- Ventro Jacket

SPONSORSHIPS & ACTIVITIES:

∙ HARDROCK 100 MILE ENDURANCE RUNONGOING SPONSOR, GOLD PARTNER The Hardrock Hundred Mile Endurance Run is an ultramarathon of 100.5 miles in Southern Colorado's San Juan Range.

∙ "RUN AROUND THE WORLD" WEB-SERIES WITH JASON SCHLARB & MEREDITH EDWARDS - SPONSOR 2019

"Run Around the World" is free web series focusing on the couple's races, adventures, and cultural experiences. The series is meant to inspire and gives viewers insight into what professional athletes experience behind the gloss and “highlight reel” nature of social media.

∙ CREATION OF "FASTEST KNOWN TIME OF THE YEAR" GRANT PROJECT - 2017 Grant program for aspiring athletes who are planning a Fastest Known Time attempt during the year, and celebrates core qualities such as personal vision, creativity, and determination.

∙ "KISSING THE ROCK: A HARDROCK STORY" DOCUMENTARY - 2015

PRESENTING SPONSOR

Collaborative film with photographer Matt Trappe, telling the story of the town of Silverton, CO, and the ultramarathon that runs through it.

STYLE GUIDELINES AT A GLANCE

LOGOS:

COLORS:

FONTS:

PARALUCENT HEAVY ITALIC

Paralucent Demi Bold Italic

Paralucent Heavy Italic is the preferred weight for headers/ headlines in ALL CAPS

Paralucent Demi Bold Italic is preferred for sub-headers, and can be ALL CAPS or not

Paralucent Light

Paralucent Light or Light Italic are preferred for body text Paralucent Light Italic may also be used

The Paralucent font family is available through Adobe Fonts. If it cannot be accessed, the Helvetica font family is an acceptable substitute.

Brand Overview

BOILER PLATE:

"Born in California and bred on the trail, Sierra Designs has been committed to supporting people’s love of the outdoors since 1965. Today, that means creating equipment and apparel that is functional, beautiful, and most importantly, attainable. Our team believes that exploration should be within everyone’s reach, because life is found in the adventure, not the destination."

TAGLINE - THINK OUTSIDE:

The first meaning is a descriptive of what we do, constantly thinking about the outdoors. The second meaning alludes to the term "Think Outside The Box", a hint to our innovative approach to product design and progressive outdoor experiences in general. Whenever possible, we use the unique word mark that has the word "Outside" upside-down, creating a visual that requires a second glance and forces someone to pause and ponder.

LIGHTHOUSE IDENTITY:

• THE WHY - Belief

Adventures should be within reach for everyone.

• THE WHAT - Action

We gear you up with equipment that makes getting outside easier and more enjoyable.

• THE HOW - Our Promise

Everything we make is attainable, functional, and beautiful.

Brand History

Sierra Designs was founded by Bob Swanson and George Marks in 1965 on the premise that all people deserve to have good gear for exploring the outdoors, regardless of their background or experience level. Taking their years of adventures together out on the trail and putting it directly into the products they made, Sierra Designs pioneered many of the outdoor innovations that are taken for granted today.

Swift clips on your tent? We did that. The 60/40 Mountain Parka? We did that. Women-specific sizing and needs? Yep, we did that, too. In fact, we’ve held hundreds of patents (with some still pending) that have made getting outdoors easier and more enjoyable.

It’s about more than just great product, though – it’s about the passionate people who think it up. The original SD team of Bob and George ballooned to 28 full time employees by 1968 – even George’s mom helped out in the sewing department. When we say, “family affair,” we mean it literally.

That was then, in our original former paint factory Berkeley, CA headquarters. Today, our home base is shared between Pasadena, CA and Broomfield, CO, but our mission hasn’t changed at all - Sierra Designs continues to be a place where you can find happy dogs (lots and lots of happy dogs), new ideas, always-reliable camping gear, and good-to-the-core people who are always down to Think Outside.

After all, we’ve been encouraging wanderlust since 1965, and we see no reason to stop now.

Brand Highlights

PFC-FREE SLEEPING BAGS:

Perfluorinated Chemicals, or PFCs, have typically been used to increase a fabric’s waterproof capabilities and are used in many sleeping bags and other outdoor gear. Research has shown PFCs to be extremely persistent in the environment, meaning once they’re in a place, they take a very long time to break down, easily accumulating and causing damage to outdoor environments in places we love to camp.

Sierra Designs has always been committed to stewardship of our trails and outdoor spaces, and in 2018 we made our entire sleeping bag line with PFCFree DriDown and PFC-Free fabrics.

ASPIRING ARTISTS PROGRAM:

In January of 2019, Sierra Designs launched a creative initiative that aimed to provide career opportunities, mentorship, and high-quality outdoor gear to up-and-coming adventure photographers. We searched for eight talented, passionate, and ambitious photographers to be a part of our very first Aspiring Artists Program, and we found them.

Each artist brings a unique point of view on the backcountry and our place in it, which is reflected in their work. Some of their assignments include partnerships with non-profits, blog writing, and asset creation for product launches. Their work is featured on SD’s social channels and is an instrumental part in creating content for the brand’s new IGTV channel.

With Sierra Designs gear to inspire their travels, along with the specific projects designed to push their limits of creativity to the next level, they have everything they need to advance in their field. They will also be representing our mission of inclusion and diversity out on the trail - because everyone deserves the chance to "Think Outside".

CALIFORNIA COLLECTION:

The California Collection ensures that part of our manufacturing takes place in beautiful California, where it all started for us more than 50 years ago. Returning to our roots helps us provide jobs while reducing our carbon footprint. The collection features multi-function packs for work, play, and everything in-between, as well as comfortable apparel that redefines town-to-trail, bringing performance fabrics and athletic cuts together.

#milesfromordinary 85

Awards/Sponsorships/Activities

AWARDS:

∙ OUTSIDE MAGAZINE

2022 Best Backpacking Packs – Gigawatt 60L

2019 Gear of the Year – Clearwing 3 Tent

2018 Best Sleeping Bags & Pads – Cloud 800 Bag

∙ GEAR JUNKIE

2022 Best Ultralight Backpacks – Flex Capacitator Pack

2022 Best Camping Mattresses and Sleeping Pads – 2-Person Airbed

2021 Best Backpacking Sleeping Bags –Meteor Lite 3

2020 Best Sleeping Bags – Frontcountry Queen

∙ BACKPACKER MAGAZINE

2022 Best Backpacking Tents – Tabernash 2

2021 10 Best Tents – Tabernash

2020 Fall + Winter Buyer's Guide: Most Breathable Jacket – Borrego Hybrid Jacket

2018 Editor’s Choice Award – Nitro 0º Mummy Bag

2018 Best All Around Tent – Meteor 2 Tent

∙ POPULAR MECHANICS

2021 Best Camping Tents – Meteor Lite 3

∙ SECTION HIKER

2022 10 Best Windbreakers and Wind Shirts – Tepona Wind Jacket

2020 10 Best Lightweight Backpacks –Flex Capacitor 60

∙ MEN'S HEALTH

2022 Best Family Camping Tents – Alpenglow

2020 14 Best Hiking Backpacks for Outdoorsme – Flex Capacitor 40

SPONSORSHIPS & ACTIVITIES:

∙ PACIFIC CREST TRAILS DAYS - SPONSOR

2016 TO 2019

Annual summer festival that celebrates the Pacific Crest Trail and promotes hiking, camping, backpacking, & outdoor stewardship. Attendees can participate in various recreational and educational activities, enter a raffle, and get great deals on the latest outdoor products from sponsors. All raffle proceeds support the American Long Distance Hiking Association-West, the Pacific Crest Trail Association, and the volunteers working to restore trails damaged by fires.

∙ PACKING IT OUT - SPONSOR 2017

Partnership with the Packing It Out team, a group of thru-hikers raising awareness of litter conditions along America’s trails. Packing It Out’s mission is to inspire a greater sense of environmental stewardship by cleaning up trash along the nation’s trail systems.

∙ COLLAB WITH UNDER CANVAS - 2019

Partnership announced with adventure hospitality company Under Canvas, a glamping industry leader that provides safari-inspired accommodations. The partnership was originally established to provide the Under Canvas staff with quality outdoor apparel and rainwear. SD also identified opportunities where they could add additional comfort to guests’ luxury sleep experience, resulting in co-branded jackets, rainwear, a specialty Under Canvas and Sierra Designs Frontcountry Bed, and an exclusive headlamp.

STYLE GUIDELINES AT A GLANCE

LOGOS:

COLORS: FONTS:

DIN CONDENSED is used for headlines and display type. Usually in SD Dark Gray, bold, All Caps, and at the top of the visual hierarchy

Din Regular and Din Bold are used for body copy

DIN also used in other weights

Trade Gothic Condensed is used in some headlines and most subheads. It is also used when space is limited, such as for spec tables and captions

Brand Overview

MISSION STATEMENT:

"HEX draws on decades of experience in fashion, music, and art and channels it to equip the next generation of creators. We empower everyone to explore the outer limits of their potential through thoughtfully designed products."

TAGLINE - EQUIP THE CREATORS:

HEX believes that everyone can create and that creativity is a quality we should all encourage in our lives. We are creatives, musicians, artists, and designers and see the creativity of the play makers on the court to the architects, photographers, athletes, gamers, and on and on. We are building hyper-functional carry products for the way we live and what we need to achieve our goals. You will find the tag line "Equip the Creators" on our packaging, in our marketing, and in neon on the back wall of our Flagship Store.

BRAND PILLARS:

• Innovation – We want everything we do to be innovative. Product for sure, but also our creative, our stores, our web, everything.

• Authenticity – We live this stuff. We want to effectively tell the story of our brand: Who we are, what we do, and how we can inspire each other.

• Community – We are not just building followers or customers, but a creative community. We want to be engaged with our audience in a real and tangible way through events, partnerships, and collaborations.

Brand History

Music originally brought founders Dan Maravilla and Trent Valladares together as teenagers living in Southern California. As musicians and band-mates they honed their craft working their way up the local club scene in Los Angeles. Their music style was eclectic - always seeking to create what was not the norm. Their creativity did not stop with sound, however. Both talented visual artists, they would outfit concerts into total sensory experiences by creating and performing original music as well as transforming prestigious concert venues with allencompassing art installations - to provide a total experience. Clothing and fashion were also on the boys’ radar, and they often re-purposed and made their own clothing and accessories.

After years in the music and art scene, they decided to launch a small, startup, family fashion business. Early collections gained attention from many worldrenowned brands and they started designing and manufacturing for many established labels. This provided valuable opportunities to see inside many great companies (including Apple) and eventually give them the knowledge to be able to launch their own successful brand in 2011.

Enter HEX. HEX is a creative community that draws from Dan and Trent's years of experience in fashion, music, and art and channels it to equip the next generation of creators through products that empower everyone to explore the outer limits of their potential. Everything HEX does is built on the foundation of its 3 core values of Innovation, Authenticity, and Community.

Brand Highlights

COLLABORATION:

The brand's first foray into the crowdfunding space, $300K was raised across channels in support of the first backpacks created specifically for artists and comic collectors, with input from DC Comics Chief Creative Officer and legend, Jim Lee. 1,344 backers brought this project to life on Kickstarter alone, with the demand warranting a second production batch of some of the limited-edition bags.

Collaborations with new artists, re-colored product for new releases, and product development around new characters is in the works as opportunities with the DC license are being further explored.

ADVENTURE ARMENIA COLLECTION:

A curated collection of 5 bags were developed as a collaborative passion project between HEX and Harry Kazazian, Serj Tankian (renowned artist, composer, activist, and lead singer of System Of A Down), and Sako Shahinian (Creative Director at Exxel Outdoors). The purpose of the collection was to “shine a light” on the beauty of Armenian heritage through the integration of authentic patterns and textures, while supporting the local economy through Eco-tourism. HIKEArmenia, a non-profit organization that believes Armenia can become a premier hiking destination by developing hiking infrastructure and sharing the awesomeness that is Armenia with the world, was selected to receive a portion of the proceeds from this project.

HEX PHOTOLAB LA:

Photolab LA was started as an experiment to provide a platform to support the local photography community. It has grown into an anticipated recurring event in LA & beyond, where folks gather, print photos, and engage in open sharing, without the pressures of a sales pitch or other distraction.

HEX x JIM LEE

#HEXplore

Awards/Sponsorships/Activities

AWARDS:

∙ PHOTOGRAPHY TALK

Best of 2019 – Ranger Sling and Ranger Clamshell DSLR Backpack

∙ CES

2012 Innovations Award - Design & Engineering Showcase Honors

∙ ILOUNGE.COM

2012 Best of Show Award

IN THE PRESS:

"I only picked up this bag about three weeks ago, and I can tell you that it's already my favorite sling bag of all time. That says a lot about HEX given that it's dethroned Peak Design as my favorite sling bag."

PHOTOGRAPHY TALK

"The Hex Brand Ranger Clamshell DSLR Backpack is loaded with features and is very well-built."

THE GADGETEER

"The HEX Raven DSLR Mirrorless Shoulder Bag is the best I've used."

FSTOPPERS

SPONSORSHIPS & ACTIVITIES:

∙ ONGOING SPONSOR FOR POW WOW LONG BEACH MURAL FESTIVAL & EXHIBITION WITH THINKSPACE GALLERY Supports the Pow Wow movement, beautifying urban landscapes worldwide.

∙ LAUNCH OF HEXPLAINED PODCAST, LIVE RECORDING WITH PHOTOGRAPHER TRASHHAND - 5/4/19

Explores topics in-depth in the lives of respected creators.

∙ LAUNCH OF HEX PHOTOLAB UK - 2/23/19

The popular event crosses the ocean to support the local community in London through a collaboration with UK Shooters.

∙ HEX PHOTOLAB LA CELEBRATES 2 YEARS OF PHOTOLAB IN LOS ANGELES - 8/25/19

The event's unique interactive experience maintains popularity in the local LA photography community.

∙ NEW LICENSING INITIATIVES FOR 2020

1. DC Comics - New featured artists and product development around new characters builds off of the Kickstarter collaboration with Jim Lee and will allow for direct-to-consumer sales at Comic Con.

2. Halo - Opportunity with one of the highest-grossing media franchises of all time to launch a line of bags with eSports functionality to coincide with the launch of a new game and console in 2020.

3. Kodak - Current consumer appetite for nostalgia results in a viable collaboration with the film and camera giant with likely placement in major retailers.

STYLE GUIDELINES AT A GLANCE

LOGOS:

COLORS:

FONTS: Open

OPEN SANS SEMIBOLD

OPEN SANS

REGULAR

CAMP IN COMFORT

Brand Overview

BRAND STATEMENT:

For over 60 years, Slumberjack has been the go-to for getting a good night's sleep under the stars. Our reputation for the finest quality outdoor sleeping systems wasn't built in a day, it comes from our commitment to three principles: intelligent design, quality materials, and uncompromising craftsmanship.

TAGLINE - CAMP IN COMFORT:

The Slumberjack traditional camp and outdoor collection brings us back to our 1958 roots. From car camping to backpacking to weekends at the cabin, Slumberjack’s six decades of experience creating outdoor gear taught us that "roughing it" doesn’t need to be uncomfortable. That's why we stand behind our products and continue to guarantee a comfortable night's sleep wherever your adventure takes you. Sleep first, explore later.

Brand History

Slumberjack's history actually began as a family business completely unrelated to camping. In the 1950s, owner Greg Kohnen had a factory in Lincoln Heights, an industrial area in Los Angeles, California. The abundance of sunny days created the perfect setting for the company’s specialty – manufacturing large cushions for pool and lawn lounge chairs.

As the years went on, Greg saw trouble on the horizon, as many other companies were getting into the cushion trade. He realized that his business would soon not be able to compete in a saturated market. His factory was tooled to do one specific thing: make big, fabric shells and stuff them with the new ‘wonder fiber’ of the time – polyester by Dupont.

Greg led his team to think of other products they could make by stuffing fabric shells - or go out of business. At this time, recreational camping was soaring in popularity. Families were packing up their station wagons to go to campsites. The Kohnen’s quickly re-tooled the factory, thus enabling rectangular shells to be stuffed in order to make sleeping bags.

When deciding on a name for his new business, Greg was inspired by men who camp out full-time, that helped to build the country – lumberjacks. He reasoned, lumberjacks are the first step in producing lumber, so "slumberjack" sleeping bags will be the first step in providing a great rest for campers. Greg’s sleeping bags would further emulate the lumberjack traits of dependability, strength, and featuring lots of plaid flannel.

So Slumberjack was born. For each different sleeping bag model they produced, a plywood silhouette form was created, and rope pulleys from the ceiling would lower it on top of the layers of nylon and polyester fiberfill sheets for cutting. We can just imagine the workers yelling “Timber, look out below!” as lumberjacks are known to do when felling giant trees.

Once the Slumberjack folks mastered family-style sleeping bags, their imaginations soared. At the time, professional mountaineers were flocking to Mt. Everest, and all of the gear companies wanted to be represented in expedition adventures. Slumberjack developed a bag with advanced features and deluxe construction, called the Everest Elite, that they sent up the mountain with some climbing teams. It was one of the first bags to use Dupont’s

Hollofill II insulation, have a designated foot box, a weatherstrip behind the zipper, an extra-wide hood collar and a non-freezing quick-release YKK zipper.

Jump to 1989, and another locale – St. Louis, Missouri. American Recreation Products (ARP), a collection of outdoor recreation brands, was aiming to dominate the middle-market camping sector through selling into sporting goods chains. ARP was impressed with Slumberjack's success, and expressed interest in adding the brand to its portfolio.

ARP soon acquired Slumberjack, and transferred manufacturing operations to their sleeping bag factory in Glasgow, Missouri, where the process was much faster. ARP was careful to maintain Slumberjack's sterling reputation for quality, and quick to benefit from the brand's top-notch sales reps, who were enthusiastic about the brand and had strong relations with sporting goods stores. They helped grow ARP dramatically in the next several years for Slumberjack bags, camp furniture, and accessories.

Slumberjack later started developing various collections, including camouflage. In 2014, Slumberjack launched a new line of hunting products under the banner of SJK Tactical Hunting, featuring Kryptek camouflage, an apparel line, and a host of hunting celebrities, broadening the brand's appeal beyond just campers.

Since the Exxel acquisition of ARP, Slumberjack and SJK have found voices as separate brands, where Slumberjack can remain true to its core – sleeping solutions for the everyday camper and backpacker.

#slumberjack

Awards/Sponsorships/Activities

HISTORIC EXPEDITION SPONSORSHIP:

∙ 1999 MALLORY AND IRVINE RESEARCH EXPEDITION ON MOUNT EVEREST

In 1924, mountaineers George Mallory and Andrew "Sandy" Irvine embarked on an expedition of Mount Everest, with the goal of achieving the very first ascent. Mallory and Irvine disappeared during their attempt, raising the unanswered question of whether or not the pair actually achieved reaching the summit.

The goal of the Mallory and Irvine Research Expedition of 1999 was to discover evidence related to their summit attempt. The expedition was organized by regular Everest expedition leader Eric Simonson and advised by researcher Jochen Hemmleb, with a team of climbers from the United States, the United Kingdom, and Germany. Hemmleb's investigations of sketchy reports of earlier sightings and photographs had led him to identify what he believed was the area in which Irvine's body lay, some distance below where his ice axe had been found by Percy Wyn-Harris on the expedition led by Hugh Ruttledge in 1933. The team hoped in particular to find a camera on Irvine's body which, had the pair been successful, should have contained a picture of the summit. After commencing the search on May 1st, 1999, Conrad Anker mistakenly got off course and, surprisingly, found Mallory's body, not Irvine's.

Mallory lay face-down, arms outstretched as if to break a sliding fall, with one broken leg and a serious wound to the skull, but

otherwise was very well-preserved. It seemed probable that he had been a victim of a fall while roped to Irvine. The body was found only an hour or two from the safety of their camp, and the expedition interred Mallory where he lay.

Many artifacts were found on the body, including a pocket knife, altimeter, and snow-goggles, but no camera. Three discoveries in particular fuel continuing speculation:

∙ First, a pair of goggles were in Mallory's pocket, suggesting he was descending at night when he fell (though he may have had a second pair, ripped off in his fall).

∙ Second, on an envelope he had noted the amounts of oxygen in each of their cylinders, figures which suggest a slight possibility that the pair may have taken three cylinders on their final climb, rather than two as generally believed.

∙ Finally, it was the absence of an item which was perhaps most intriguing; it had been reported that Mallory carried a photograph of his beloved wife Ruth with him which he planned to place on the summit in the event of success; it was not found among his remaining personal possessions.

Slumberjack was one of the proud sponsors of the historic Mallory and Irvine Research Expedition to Mount Everest, and supplied Eric Simonson's team with its premium Everest Elite sleeping bags filled with Dupont Thermolite Extreme insulation, as well as Slumberjack Camp Furniture and Self-Inflating and Closed Cell sleeping mats.

EXXEL CORP BOOK 98

STYLE GUIDELINES AT A GLANCE

LOGOS:

Primary

COLORS:

BLUE PANTONE: PMS 647C TCX N/A CMYK: 82/58/35/13 RGB: 58/92/118 HEX: 3A5C76 GOLD PANTONE: PMS 130C TCX N/A CMYK: 02/36/100/00 RGB: 245/172/28 HEX: F5AC1C

FONTS:

HELVETICA NEUE BOLD

HELVETICA NEUE CONDENSED BOLD

PROHIBITION

Helvetica Neue Bold is used for body copy and some headers

Helvetica Neue Condensed Bold is used for body copy where space is more limited

Prohibition is the secondary font used for titles, headlines, and names, especially on packaging. It may also be used for subheadlines or descriptor taglines

Let's Go Camping

Brand Overview

BRAND STATEMENT:

Whether you’re new to camping or a seasoned outdoor vet, we are here to support your adventures. Founded on the belief that you should never compromise product quality for profit, we still abide by this ethos today. Our family camping equipment is stylish, functional, and brought to you at a great value. Well into our third century, Wenzel’s primary focus remains the same: to improve the overall outdoor experience. We’ve been around for generations and will continue to support families for many more generations to come.

TAGLINE - LET'S GO CAMPING:

The Wenzel brand is rooted in the outdoors, and we create and design products that help you enjoy your adventures more comfortably. From tents, to sleeping bags, to outdoor furniture, we have a solid line of items that are meant to help you enjoy your outdoor pursuits with friends and family, or on a solo getaway. Let's go camping!

Brand History

On an October night in 1866, a sixteen-year-old German boy gathered his belongings and what little money he had, and boarded a Dutch sailing vessel bound for New York. After two long months, the ship was blown off course and arrived in Boston, MA on Christmas Day. With only 50 cents in his pocket, Hermann Wenzel arrived in America.

During his voyage, Wenzel became fascinated with the canvas sails that powered the boat and helped the crew repair them. Before long, Wenzel landed a job in Springfield, MA, working with a sailmaker and becoming interested in canvas awnings. He eventually moved to St. Louis, MO and started his awning business in 1887: H. Wenzel Tent & Duck Company.

The company struggled to make a profit in its early years, but with the help of his family, they pivoted from awnings and began manufacturing tents and tarpaulins. The agriculture boom at the beginning of the 20th century sparked large demand for their products as well as wagon covers. A sailmaker by trade, Wenzel knew heavy fabrics and experimented with sewing these fabrics to improve durability and performance without compromising quality. Since then, advances in materials and technology have made tents lighter and easier to assemble, but his vision and standard of quality remains to this day.

From Chuck Wagons to Station Wagons, the Wenzel brand has stood the test of time. Our tents, sleeping bags, and outdoor furniture continue our tradition of making camping comfortable for everyone.

#wenzelgear

Wenzel may have started back in 1887, but the brand stays current with a presence on social media. Our Instagram account is growing due to fun posted content and frequent product giveaways to keep our fans and customers engaged and excited as we promote new gear and feature current favorites.

AWARDS:

∙ PRACTICAL TRAVEL GEAR

2017 Best Sleeping Bag For The Family for 2018: Moose Boys 40-Degree Sleeping Bag

STYLE GUIDELINES AT A GLANCE

LOGOS:

NOTES: The Primary Logo is used for most occasions, printed collateral, products and marketing collateral. The formal logo is used in high brand level applications, such as on the website header, on hang tags, and for trade show booths.

COLORS:

FONTS:

Frost Regular

SUEZ-ONE REGULAR

MERRIWEATHER

TRADE GOTHIC LT STD

Frost Regular is used for primary brand messaging

Suez-One Regular is used for titles, headlines, and names. It may also be used for sub-headlines or descriptor taglines

Merriweather is used for body copy

Trade Gothic LT Std is used for fine copy or specifications

Primary Logo Formal Logo

Brand Overview

DESCRIPTION:

SJK provides hunters, anglers, campers, and overlanders with a variety of innovative outdoor solutions. Advanced tents, sleeping bags, and camp furniture assure folks have a great night under the stars. Tactical hunting packs are lightweight and durable, for the best performance in the backcountry and in rail-hauling big harvests. Overland duffels are roomy enough for adventures that go on for days. Fishing vests are comfortable and provide organization on those warm summer outings. And the brand's Made In USA sleeping bag collection is proudly produced at the Exxel Outdoors Haleyville, Alabama factory.

BRAND HISTORY:

As mentioned in the Slumberjack section, the brand grew over the years to include many products beyond sleep systems. Slumberjack's history, DNA, and core products were centered around sleep, so it felt right to give the newer products that were based around other activities their own moniker, SJK.

For a long time, SJK and Slumberjack were synonymous. However, as we move into a new decade, the time seemed right to finally give SJK its own official brand status, separate from its parent, Slumberjack. SJK has already cemented itself as a quality brand amongst outdoor and sporting goods enthusiasts, and has received accolades for many of its products. We look very forward to what the future brings, and are excited for this fantastic brand to fly higher than ever before, on its own merit.

#sjkgear

Awards/Sponsorships/Activities

AWARDS:

∙ HUNT ALASKA

2020 Editor’s Choice Awards: Nightfall 1 Tent

2018 Editor’s Choice Awards: Borderland 0 Sleeping Bag

∙ BUSINESS INSIDER

2018 Best Tents for Car Camping: Roughhouse 4 Tent

∙ GREEN GLOBAL TRAVEL

2018 Best Gifts for Campers: Wheeler Lake

20 Sleeping Bag

∙ THE MANUAL

2018 Best Tailgating Gear: Roadhouse Tarp

∙ BACKPACKER MAG

2018 Best Budget Two-Person Tents - Best Pitch: Nightfall 2 Tent

∙ PICK A BOW

2018 Best Hunting Backpacks – Carry Everything: Bounty 4500 Sleeping Bag

∙ GEAR HUNGRY

2018 10 Best External Frame Packs: Rail

Hauler 2.0 Pack

∙ GEAR WE ARE

2018 Best External Frame Backpacks: Rail

Hauler 2500 Pack, Kryptek

2018 The Z9, Top 10 External Frame Backpacks: Rail Hauler 2500 Pack, Kryptek

∙ PRACTICAL TRAVEL GEAR

2017 Best Tent And Sleeping Bag For The Family for 2018: Go and Grow 30 Sleeping Bag & Daybreak 6 Person Tent

ADDITIONAL AWARDS & MORE:

∙ OUTDOOR GEAR LAB

2018 Best Sleeping Bags for Women: Boundary 20 Sleeping Bag

2017 Editor’s Choice Award - Best Sleeping Bags for Camping: Country Squire

Sleeping Bag

2017 Featured as one of the 2017 13 Best Sleeping Bags for Women’s Sleeping Bags, Buy on a Tight Budget: Boundary 20 Sleeping Bag – Women’s

∙ PRACTICAL TRAVEL GEAR

2017 Best Tent And Sleeping Bag For The Family for 2018: Go and Grow 30 Sleeping Bag & Daybreak 6 Person Tent

∙ MEN'S JOURNAL

2017 Best New Winter Camping Gear, Best for Value: In-Season 2 Tent

∙ BEST PRODUCTS

Featured as one of the 2017 13 CarCamping Tents for Luxurious Snoozing: In-Season 2 Tent

2017 Featured as one of the 2017 11 Best Backpacking Tents for Camping Off the Beaten Track: Nightfall 2 Tent

∙ PARTNERSHIPS

SJK's partners include leading patterns Kryptek and RealTree, as well as hunting & fishing adventure reality shows. SJK also provided relief to LA flood victims in 2016

∙ SPONSOR FOR TOTAL ARCHERY

CHALLENGE - 2017 & 2018

A 3-day experience where archery courses are designed to test all skill levels

STYLE GUIDELINES AT A GLANCE

LOGOS:

COLORS:

GOLD

PANTONE:

PMS 1245 C 16-0953 TCX

CMYK: 24/40/100/03

RGB: 196/149/39

HEX: C49527

FONTS:

BLACK

PANTONE:

PMS Black 6 C 19-0303 TCX

CMYK: 71/66/61/63

RGB: 45/44/47

HEX: 2D2C2F

HELVETICA NEUE BOLD

HELVETICA NEUE CONDENSED BOLD

HELVETICA NEUE REGULAR

OPERA STENCIL

WHITE

PANTONE: N/A 11-0601 TCX

CMYK: 00/00/00/00

RGB: 255/255/255

HEX:

FFFFFF

BROWN

PANTONE:

PMS 2334 C 19-0820 TCX

CMYK: 54/57/65/34

RGB: 96/83/72

HEX: 605348

Helvetica Neue Bold is used for body copy and some headers

Helvetica Neue Condensed Bold is used for body copy where space is more limited

Helvetica Neue Regular is used for fine copy or specifications

Opera Stencil is the brand's primary font, to be used for slogans, headlines, and product names, especially on packaging

NOTE: Helvetica Neue is the brand's primary font, and other weights of Helvetica Neue may be used as well as needed. Regarding color, Gold, Black, and White are the main brand colors to be used across all media. Brown is a secondary color, to be used as a support hue when additional colors are helpful, such as on the website, in presentations, etc.

Our House Brand

X20 is a multi-million dollar business unit for Exxel. The brand services mass market accounts, and has been doing so since its inception in 1991. The brand sells an impressive 2 million units a year, resulting in 20 million dollars in sales.

There are various product categories under X20, including swim aids, life vests for kids, boating needs, rash guards, and more. All products are approved by UL, a global safety certification company. The brand also has over 25 UL/USCG Files for Proprietary Personal Flotation Devices, and produces the only UL Verified and Tested Life Jackets for dogs.

FONTS:

House Labels & IP

In addition to our big eight established brands and our house brand, X2O, Exxel has a robust collection of labels and intellectual properties in its portfolio. All labels are registered with the U.S. Patent and Trademark Office and are available for use, with many already boasting recognizable logos and product lines in select retailers. Selling under these labels provides Exxel further opportunities to offer diverse products to a variety of sales channels, flexing to the ever-changing needs and requests of its multiple customers.

Exxel holds a long list of patents (with some pending) too. These range from actual product inventions to patented technology features, some of which are brand-specific, others that can be applied across brands. A good number of these are recognizable as well, such as DriDown™, a treatment of standard down filing with a molecular level polymer, creating a hydrophobic finish on individual down plumes. The result: DriDown™ stays dry longer, lofts better, and dries faster than untreated down. This technology, which has been applied across Kelty and Sierra Designs products over the years, has evolved into becoming an industry standard, often copied by other brands and given a new name. Exxel is proud to be a pioneer of this and other various technologies for the outdoor industry and beyond over the years.

TONS OF PATENTS LOADS OF TRADEMARKS

BRAND

POSITIONING

THE OUTDOORS FOR EVERYONE:

Many companies can boast success in the outdoor industry, but few can service both the mass market and specialty sectors like Exxel does. Bearing in mind the changing retail landscape, we embrace our Mission Statement as we seek to bring quality products to all people, no matter how or where they shop. The company believes that continued success means offering prime top-of-the-mountain gear in addition to a range of items at accessible price points. It also means educating outdoor-activity newcomers, and engaging with diverse groups from all walks of life. Besides exposing more people to our brands, we believe these types of inclusivity are pivotal, as outdoor recreation is a perfect equalizer, where everyone can enjoy the benefits and beauty of nature.

Our nine significant brands are sold across a vast landscape of channels, from familiar nationwide brick-and-mortars, to local specialty mom-and-pop shops, to the world-wide web. Exxel truly has a way to reach every segment of the population with its many brands and array of products.

Major Retailers

Exxel's business model is based on its unique ability to do business with a variety of vendors, spanning mass market as well as specialty retailers. While it can be challenging to service such a diverse assortment of customers, Exxel's dedicated teams are well-organized and endlessly prepared to deliver results, with shared services such as accounting and customer service able to provide satisfaction across vendors for a seamless experience.

Exxel engages in profitable e-commerce relationships to keep pace with the current retail environment and to extend its reach further than traditional brick-and-mortar stores. The company's brands are embraced by the full gamut of e-retailers, from the world’s largest e-marketplaces to niche channels specializing in reaching outdoor recreation enthusiasts.

Licensing

Exxel maintains robust licensing partnerships with many of the world’s largest brand names. It all began with making sleeping bags for Disney back in the day; our licensing portfolio now showcases opportunities across our brands into various product categories.

Hundreds of employees & management, Thousands of customers and vendors, and Millions of consumers & smiles.