With annual sales of $400 million, another DTC brand is preparing to go public

The cross-border industry has been in turmoil this year. Some people have left the market sadly, while others have moved forward. Although there has been a lot of negative news recently, there have also been news of big sales and financing listings. Recently, 5.11 ABR Crop, the company that owns the outdoor DTC brand 5.11 Tactical, submitted a prospectus and plans to list on the Nasdaq.

5.11 was originally founded by rock climbing pioneer Royal Robbins in 2003. It is also a manufacturer of durable clothing for climbers. The name 5.11 is inspired by the level of climbing difficulty. The most iconic product is 5.11 pants. The company was acquired by Compass for approximately US$400 million in 2016. After years of development, it has also accumulated a group of loyal consumer groups.

  (Image source: 5.11Tactical official website )

The brand's main products are outdoor clothing, footwear, backpacks and other equipment. In addition to providing professional clothing for climbers, 5.11 also attaches importance to product design and comfort, expands the consumer group, and can also be used for daily office, fitness, outdoor and other activities. The clothing range covers leisure, office, professional and other aspects, and has formed its own style.

The sales channel adopts a combination of offline retail and online sales. As of the end of September, 5.11 already has 85 stores in the United States. In addition to its own official website and independent website, Amazon and Walmart are also major sales channels. In the outdoor category, there are also many hot-selling items. The online layout adopts a multi-platform layout to attract traffic from all aspects to the greatest extent.

(Photo source: Amazon store)

At the same time, 5.11 also attaches great importance to the influence of social media and uses social platforms to attract traffic to its independent website. As of the end of September, the number of fans on social platforms reached about 2.8 million, and through various channels, it directly faced more than 820,000 consumers .

The most important thing about DTC is to form its own style and tell its brand story. 5.11 also attaches importance to the role of innovation. The internal innovation team continues to develop industry-leading product features and designs, and has more than 41 US patents that have been issued or are pending.

It is reported that 5.11's net sales last year were $401 million and net income was $10.3 million . Through the listing, 5.11 ABR expects to raise $100 million in funds . The price range and number of shares issued have not yet been determined.

The outdoor clothing and equipment categories have grown rapidly in recent years. DTC is also a hot topic, and interested sellers can also use it as a reference for experience.

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