Gear Aid today unveiled a fresh rebrand, complete with new logo, company positioning and a break-out into the “tools” product category. Poised to help consumers engage with the outdoors, Gear Aid is introducing a new series of task lights and power stations that will debut at the Summer Market Outdoor Retailer show.
Now under the ownership of Coghlan’s Ltd, a family owned business based in Winnipeg, Canada, Gear Aid aims to foster organic growth while developing into adjacent and new markets. Along the way, the brand will remain committed to its core foundational pillars of quality, utility and innovation.
“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, owners of Gear Aid. “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, Wash., under the management team lead by COO Liz Mathias. “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.”
Gear Aid’s rebrand will be on full display in a new tradeshow booth at Outdoor Retailer and will include the new consumer mantra “Make Outside Yours,” new products and new packaging.