The Wheel Group Acquires Tuff Overland

The Wheel Group Acquires Tuff Overland

Tuff Stuff is a direct-to-consumer e-commerce platform of outdoor accessory products.

The Wheel Group (TWG), a portfolio company of Wynnchurch Capital L.P., announced the acquisition of Tuff Stuff Overland. Tuff Stuff is a direct-to-consumer e-commerce platform of outdoor accessory products. The company offers a comprehensive suite of high-quality overland adventure gear at affordable prices, including roof top tents, truck bed racks, awnings, and related accessories.

David Williams, CEO of TWG, said, “Tuff Stuff is an outstanding company with an excellent product portfolio that we believe perfectly complements our existing business. This acquisition will give our combined company the products to help continue our growth in the truck, SUV and car enthusiast markets.”

Monica Bonin, president of Tuff Stuff, added, “The Wheel Group has a long history of innovation with market-leading products and a strong focus on the customer. As Tuff Stuff Overland looked to the future, we specifically chose TWG for their innovation and industry leadership. We have full confidence that TWG will be a dedicated partner to the ongoing success of Tuff Stuff Overland and our tribe.”

Neel Mayenkar, Managing Director at Wynnchurch, said, “The acquisition of Tuff Stuff will strengthen TWG’s product offering as the TWG management team continues to provide exceptional service to its customers. We are excited to partner with the Tuff Stuff team and look forward to the opportunities that lie ahead.”

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