Owl Outdoor, Advised By Bell Lap Advisors, Partners With Victor Capital Partners

Date

January 2025

Client

Owl Outdoor

Service

Sell-Side M&A Advisory

Buyer

Victor Capital Partners, with New Value Capital

Adventure Vans, Overlanding, Auto Accessories, Manufacturing, Installation, Wholesale, DTC, Outdoor Recreation

Owl Outdoor, a Mesa, Arizona-based manufacturer and installer of exterior parts and accessories for adventure vans and overlanding vehicles, has partnered with Victor Capital Partners. Terms of the transaction were not disclosed. Victor partnered with New Value Capital on the investment.

Owl Outdoor, which was advised on the sell-side by Bell Lap Advisors, was founded in 2019 by CEO John Willenborg and has grown to more than 60 full-time employees and roughly 400 products, including bike carriers, cargo boxes and bumpers. The company sells through three channels — retail, wholesale, and its own offroad installation centers — and operates five installation facilities across the western United States.

Owl Outdoor CEO Willenborg said of the transaction, “For more than a decade, I’ve pursued my passion for developing better performing products in the adventure van and overlanding market, which has been a natural driver in Owl’s growth and ability to foster a dedicated brand community. Victor’s experience supporting innovative, market leading brands — driven by superior products and loyal customers — makes this the perfect partnership for our expansion plan.”

Willenborg and COO Jeff Bader will continue to lead the company and serve on its Board. Adam Raper, Managing Partner of New Value Capital, joins the Board alongside Victor.

Victor Capital Partners is a middle market private equity firm investing in specialty consumer, industrial technology, and business services companies, with a focus on resilient industries and mission-driven branded businesses.

Victor Capital Partner Dave Affinito noted, “John and the Owl team have quickly established a reputation for innovation, quality, safety, customer service, and adventure – all key elements of building an authentic brand. Victor seeks investments with a strong brand identity, expanding product applications, and passionate, dedicated users – Owl Outdoor exceeds in all of these categories with a leadership team committed to the Company’s long-term success.”

Bell Lap Advisors, which advised Owl Outdoor on the sell-side, is a leading M&A advisory firm focused exclusively on outdoor recreation and active lifestyle industries, and is the most experienced M&A adviser for the overlanding and adventure van industries in North America.

Have questions about how our M&A Advisory services could help your business? Reach out to us today for a free consultation.

NOTES
Source: Victor Capital Partners release, January 21, 2025.