The Wheel Group Acquires Tuff Stuff Overland

Feb 10, 2021

The Wheel Group has acquired Tuff Stuff Overland, parent company Wynnchurch Capital announced. Tuff Stuff is a direct-to-consumer eCommerce platform and offers a variety of overland adventure gear, including rooftop 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, said, “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.”