Clarus Corporation, a global company focused on the outdoor and consumer enthusiast markets, has announced it has entered into a definitive agreement to acquire Rhino-Rack Australia, New Zealand, and USA. Rhino-Rack “is a leading manufacturer of highly-engineered automotive roof racks, trays, mounting systems, luggage boxes, carriers, and accessories.”
Rhino-Rack, headquartered in Sydney, Australia, was founded by Richard Cropley in 1992, who serves as the company’s marketing director. The company has leading market share for its core products in Australia and New Zealand with a growing presence globally, particularly in the US. It’s best known for its patented PioneerTM roof platform designs with “best-in-class” solutions that “make space for adventure.”
Rhino-Rack has “well-established routes to market” via long-standing distributors, retail relationships, OEM partners, third-party e-commerce sites, and a “growing direct-to-customer presence.” The company states that the brand will “remain unchanged and operate independently as a wholly-owned indirect subsidiary of Clarus, reporting into Clarus’ New Mobile Solutions Category.” According to Cropley, “When we founded Rhino-Rack, we set out to create world-class roof racks for outdoor enthusiasts. After three decades, we have developed a deep heritage and a loyal and passionate user base, which we have expanded into a variety of other products and markets. We are excited to have a partner that shares our commitment to innovation and has a track record of growing successful brands across categories, regions, and channels. Clarus will continue Rhino-Rack’s legacy of manufacturing products with the superior design and engineering that our customers have come to expect and trust.”
Clarus Corporation, headquartered in Salt Lake City, Utah, is a “leading developer, manufacturer, and distributor of best-in-class outdoor equipment and lifestyle products focused on the climb, ski, mountain, and sport markets.” The company’s portfolio of brands already includes Black Diamond, Sierra, Barnes, PIEPS, and SkinNourishment (sold through specialty and online retailers, distributors, and original equipment manufacturers throughout the US and internationally). Clarus’ President John Walbrecht states: “Rhino-Rack is truly a unique brand and one that we view as perfectly aligning with our ‘Super Fan’ brand acquisition strategy. Since its founding, Richard has built a durable business with leading brand and market positions, a customer-centric focus, and an affinity for protecting and funding an important cause related to rhinoceros’ conservation. Immediately following the closing of the transaction, we intend to seek to expand Rhino-Rack’s product penetration in North America, organically grow in its core Australia and New Zealand markets, and capitalize on our existing network of key distributors and dealers to develop sales in the rest of the world. We are excited to welcome the entire Rhino-Rack team to Clarus as we continue our shared vision of providing consumers with the best-engineered products designed to get them from their homes to their adventures.”
The transaction is expected to close in July 2021; the Rhino-Rack management team will continue to run the business from their headquarters in Sydney. If you’d like to find out more, then check out the websites below.
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