BELLINGHAM, Wash. – After purchasing the McNett’s Corp. and its entire product division, Coghlan’s Ltd. announced a strategic change for the new acquisition.
GEAR AID, the manufacturer of tools and materials used to repair everything from tents to hiking boots, has launched a rebranding effort with a new logo, and a new company strategy designed to enhance its position in the outdoor “tools” product category.
This marks the first major corporate structure move since Coghlan’s Ltd. of Winnipeg, Canada acquired McNett’s Corp. in October 2015. Now under the ownership of the family-owned Coghlan’s, the strategy for GEAR AID will be to foster organic growth while developing into adjacent and new markets. Along the way, a corporate press release says the brand will remain committed to its core foundational pillars of quality, utility and innovation.
Whether the new ownership impacts the quality of the McNett’s product lines remains to be determined. A quick study of customer reviews on Amazon for products under both the GEAR AID and Coghlan’s brand show similar ratings between 3.5 to 5 stars.
This indicates that quality control should remain consist for GEAR AID products under the ownership.
“GEAR AID has a solid foundation built on high-performance products, education and a commitment to its customers,” said Rob Coghlan, president of Coghlan’s Ltd. “By investing in the brand we can launch new product lines and help GEAR AID take the next step from a gear care and repair brand into a more well-rounded, outdoor adventure brand.”
GEAR AID will remain headquartered in Bellingham under the management team lead by Liz Mathias, the company chief operating officer.
GEAR AID’s rebrand includes a new consumer tag line “Make Outside Yours,” new products and new packaging.
The first new product for GEAR AID will be a new series of task lights and power stations, which it debuted recently at the 2016 Summer Market Outdoor Retailer show.
“Our roots have always been in making practical and purposeful products that help people save their gear, and stay outside longer,” explains Mathias. “This rebrand will set the stage for the future of GEAR AID, and we couldn’t be more excited to share what’s coming with our customers.”
The former owners of McNett Corp., Duane and Nancy McNett have retired.
Coghlan’s employs 28 people, all in Winnipeg. Coghlan’s makes a range of outdoor accessories for camping, hunting, and other outdoor activities.
“Duane and Nancy McNett and the McNett team have built a great company over the past 35 years, very much the same way as Coghlan’s has done, one item at a time,” said Coghlan. “We look forward to working with the McNett team on introducing new and expanded offerings to each market the company touches with its family of brands.”
McNett Corp. employs 45 people, all whom were kept on board after the acquisition.
The new products will begin shipping in September and will be widely available at sporting goods stores, specialty retail shops, mass merchant outlets and online at GEAR AID website.