Tender Corporation Expands Outdoor Portfolio with Counter Assault Acquisition

Tender Corporation announced the acquisition of Bushwacker Backpack & Supply, maker of the popular Counter Assault brand of personal-defense products. Based in Kalispell, Mont., the newest addition to Tender Corporation’s growing portfolio of outdoor and consumer products will continue to manufacture its products in Montana, said the company.

Founded in 1973 in the heart of New Hampshire’s White Mountains, Tender Corporation has built a range of trusted brands in safety, preparedness and first aid. Tender’s product portfolio includes After Bite, the leader in insect bite relief, highly-rated insect repellents Ben’s® and Natrapel®, and outdoor first aid and survival product leaders Adventure Medical Kits® and Survive Outdoors Longer®. Tender Corporation is based in Littleton, New Hampshire.

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

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“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. Counter Assault delivers high value to our consumer and retail partners, and we are enthusiastic for the growth opportunities available with the Tender Corporation team,” said Bushwacker Backpack & Supply Owner Pride Johnson.