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Tuesday, July 27, 2021

Tender Corporation Acquires Counter Assault

Tender Corporation, which sells a range of best-in-class branded consumer products, announced the acquisition of Bushwacker Backpack & Supply, maker of the popular Counter Assault brand of personal-defense products, including the leading bear spray and tools for law
enforcement and self-defense. Based in Kalispell, Mont., the newest addition to Tender Corporation’s growing portfolio of outdoor and consumer products will continue to manufacture its best-in-class products in Montana, said the company.

Founded in 1973 in the heart of New Hampshire’s White Mountains, Tender’s product portfolio includes After Bite in insect bite relief, insect repellents Ben’s®and Natrapel, and outdoor first aid and survival product leaders Adventure Medical Kits and Survive Outdoors Longer. Tender

“Counter Assault is a growing, profitable company like Tender that fits well with our mission of protecting people and helping them enjoy the outdoors,” said Tender Corporation CEO Chris Heye. “As a company rooted in American manufacturing, we intend to maintain Counter
Assault’s high-quality manufacturing facility in Montana.”

“With its national and international distribution network across outdoor, mass merchant, and food and drug channels and complimentary brand lineup, Tender Corporation is an ideal partner to enable the continued growth of the Counter Assault brand,” said Bushwacker Backpack & Supply owner Pride Johnson.

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