Mossy Oak

What Mossy Oak does

Mossy Oak is a privately held U.S. outdoor lifestyle and camouflage brand founded in 1986 by Toxey Haas and owned by Haas Outdoors, Inc., headquartered in Mississippi. The company designs and licenses proprietary camouflage patterns — including Original Bottomland (its 1986 signature pattern), Country Roots, Obsession, Elements Agua/Terra, Shadow Grass, and New Break-Up — used across hunting apparel, optics, and outdoor equipment through a network of licensing partners. Mossy Oak also manufactures and sells apparel directly via its e-commerce storefront (store.mossyoak.com) and bulk merchandise to retailers through Mossy Oak Merch, with Hydroplex fabric technology featured in its raingear and outerwear lines.

The business operates a portfolio of 13 wholly owned sub-brands spanning hunting apparel (Mossy Oak Kids), fishing content (Mossy Oak Fishing), land and wildlife management (Gamekeepers, BioLogic, Nativ Nurseries), working dogs (Gamekeeper Kennels), wild game meats (Gamekeeper Butchery), rural real estate (Mossy Oak Properties), golf apparel (Mossy Oak Golf), pet products (Companions), and guide services (Outfitters). Revenue is generated through three primary streams: brand and pattern licensing royalties (partners include Properly Tied for apparel and Vortex Optics for optics), direct-to-consumer product sales through owned e-commerce storefronts, and bulk merchandise sales. The company also distributes owned content — Mossy Oak TV, Gamekeepers TV, GameKeeper Podcast, and Fist Full Of Dirt Podcast — including through the Mossy Oak GO free streaming platform, building direct audience relationships with hunters, anglers, and landowners across the United States.

Name

Mossy Oak

Legal name

Haas Outdoors, Inc.

Website

https://mossyoak.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Mossy Oak is a privately held U.S. outdoor lifestyle brand founded in 1986 that designs and licenses proprietary camouflage patterns and apparel to hunters, anglers, and landowners through direct e-commerce and a network of licensing partners, operating 13 wholly owned sub-brands across hunting, fishing, land management, and outdoor recreation.

Ownership category

akta.pro rank

Product category

Outdoor Lifestyle & Camouflage Licensing

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD)

akta.pro secondary industries

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Waders, Apparel & Footwear for Fishing Retail (CRAMALAL), Fishing Gifts, Collectibles & Licensed Gear Retail (CRAMALAO)

Keywords

• Hunting apparel
• Camouflage patterns
• Outdoor lifestyle
• Brand licensing
• Wildlife management

Headquarters

HQ city

West Point

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Others

Revenue model

1. Brand Licensing: Mossy Oak licenses its brand name and camouflage patterns to third-party manufacturers and brands,收取 licensing fees. Partners include Properly Tied for apparel and Vortex Optics for optics products.
2. Direct Product Sales: E-commerce sales through store.mossyoak.com offering apparel, fishing gear, turkey vests, raingear, and various outdoor accessories directly to consumers.
3. Bulk Merchandise Sales: Mossy Oak Merch (merch.mossyoak.com) provides bulk sales of high quality blanks for retailers and print shops.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Mossy Oak is an outdoor lifestyle brand and licensing company that designs, owns, and licenses proprietary camouflage patterns across hunting apparel, optics, fishing gear, wildlife management products, and rural lifestyle categories. The company also sells products directly through e-commerce, operates a free streaming platform (Mossy Oak GO), and runs a diversified portfolio of sub-brands covering land management, food plot seeds, native plants, wild game meats, rural real estate, and working dog breeding.

Product overview

Mossy Oak is an outdoor lifestyle brand and licensing company founded in 1986, owned by Haas Outdoors Inc., headquartered in Mississippi. The company operates as a diversified portfolio of sub-brands and products centered on its core camouflage pattern business. The flagship Mossy Oak brand licenses its camouflage patterns (Original Bottomland, Country DNA, Obsession, Elements Agua/Terra, Shadow Grass, New Break-Up, Country Roots) across an extensive product ecosystem. Sub-brands include Mossy Oak Kids (youth apparel), Mossy Oak Fishing (fishing content), Gamekeepers (land/wildlife management with BioLogic food plots and Nativ Nurseries plants), Gamekeeper Butchery (wild game meats), Mossy Oak Properties (rural real estate), and Mossy Oak Golf. The company also operates Mossy Oak GO, a free streaming platform for hunting and fishing content. Product technology includes Hydroplex™ fabric technology in apparel. Partnerships with Vortex Optics, Properly Tied, Moultrie, and others extend brand reach into optics, apparel, and trail cameras.

Differentiator

Problem solved

Functional benefit

Brands

• Mossy Oak Kids: Youth outdoor apparel and gear line featuring camouflage patterns for children
• Mossy Oak Fishing
• Gamekeepers
• Mossy Oak Properties
• BioLogic
• Nativ Nurseries
• Gamekeeper Kennels
• Gamekeeper Butchery
• Mossy Oak Golf
• Nativ Living
• Companions
• Mossy Oak GO
• Ingredient Wild
• Wild Turkey Lab

Products and services

• Mossy Oak x Properly Tied Original Bottomland Lifestyle Apparel Collection Lifestyle apparel collection featuring the Original Bottomland camouflage pattern on men's and youth clothing, including performance polos, button-downs, outerwear, and accessories. Co-branded with licensing partner Properly Tied.
• Mossy Oak x Vortex Optics Limited-Edition Optics Collection Limited-edition optics collection featuring three Vortex models in Original Bottomland camouflage, including binoculars and a shotgun micro red dot. Co-branded with licensing partner Vortex Optics.
• Mossy Oak Kids Youth Apparel Youth outdoor apparel line featuring camouflage patterns across casual, hunting, infant, toddler, and youth sizing categories for children.
• Mossy Oak Fishing Fishing-focused content brand providing fishing shows, tips, tactics, apparel, and outdoor entertainment across various fishing disciplines.
• Gamekeepers Wildlife and Land Management Land and wildlife management culture brand focused on conservation, habitat improvement, and sustainable outdoor practices, including GameKeepers Magazine subscription.
• BioLogic Food Plot Seeds and Wildlife Products Food plot seeds, deer attractants, and wildlife management products for maximizing deer, turkey, and wildlife habitat potential.
• Nativ Nurseries Native Plants Hand-selected, hand-grown plants for wildlife including oak trees, fruit trees, wildflowers, and habitat restoration plants.
• Gamekeeper Butchery Wild Game Meats Specialty wild game meat procurement and delivery service offering meats including alligator, bison, elk, quail, duck, pheasant, rabbit, venison, and wild boar.
• Gamekeeper Kennels Working Dogs Dog breeding and training program focused on working dogs for hunting and retrieval applications.
• Mossy Oak Properties Rural Real Estate Rural real estate listing network for buying and selling hunting land and rural property.
• Mossy Oak Golf Apparel Golf lifestyle brand incorporating Mossy Oak camouflage patterns into golf apparel and accessories.
• Mossy Oak Merch Bulk Blanks Bulk sales platform offering high-quality Mossy Oak camouflage blanks for retailers and print shops for resale or customization.
• Companions Hunting Dog Accessories Brand extension offering pet and hunting dog accessories and products featuring Mossy Oak camouflage patterns.
• Mossy Oak GO (MOGO) Streaming Platform Free streaming platform for Mossy Oak TV shows, original series, hunting shows, fishing content, and conservation programming accessible via streaming devices and mobile apps.

Quantifiable outcome

• Global hunting apparel market growing at 7.7% CAGR from 2026 to 2033

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• onX HuntminorGTM or Marketing PartnerMossy Oak offers a 20% discount code for onX Hunt's GPS mapping tool designed specifically for hunters, providing added value to Mossy Oak's audience.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• KUIU: KUIU is a direct competitor in the technical hunting apparel market, offering ultralight, high-performance camo clothing. It competes head-to-head with Mossy Oak for performance-oriented hunters willing to pay premium prices for technical gear.
• First Lite: First Lite produces merino-based technical hunting apparel with proprietary camouflage patterns (e.g., Cipher, Fusion). It is a direct peer competing with Mossy Oak on premium, performance-oriented hunting clothing for big-game hunters.
• Realtree: Realtree is the closest direct competitor to Mossy Oak, designing camouflage patterns and licensing them across hunting apparel, outdoor gear, and lifestyle products. Both brands compete on camo IP, hunting apparel retail, and lifestyle licensing partnerships with similar target customers.
• Sitka Gear: Sitka Gear is a direct peer in technical hunting apparel, competing for the same big-game hunter customer with performance-focused camo clothing systems. Both Mossy Oak and Sitka target serious hunters seeking effective concealment and durability in extreme conditions.

Broad incumbents

• Browning Clothing: Browning is a broad incumbent in hunting and outdoor gear with a dedicated hunting apparel line. It competes with Mossy Oak on camouflage clothing and outdoor lifestyle but spans a much wider product portfolio including firearms and gear.
• Bass Pro Shops / Cabela's: Bass Pro Shops (which acquired Cabela's) is the dominant outdoor retailer and operates proprietary hunting apparel brands (e.g., RedHead, Natural Reflections). It competes with Mossy Oak both at retail and as a brand owner with similar hunting/outdoor customer base.
• Columbia Sportswear: Columbia is a broad incumbent in outdoor apparel that overlaps with Mossy Oak in hunting-adjacent outdoor clothing. Columbia's PHG (Performance Hunting Gear) line and outdoor lifestyle products compete for the same broad outdoor consumer base.
• Filson: Filson is a heritage outdoor brand offering rugged outdoor clothing and accessories. It overlaps with Mossy Oak's outdoor lifestyle positioning among premium, tradition-oriented customers, though it is broader than pure hunting apparel.
• Under Armour Hunt: Under Armour's hunting-specific apparel line competes with Mossy Oak in technical hunting clothing, leveraging UA's broader athletic apparel brand and R&D. It is a broad incumbent entering Mossy Oak's traditional hunting apparel niche.

Emerging players

• Pnuma Outdoors: Pnuma Outdoors is an emerging technical hunting apparel brand offering performance clothing and gear. It overlaps with Mossy Oak's camo-apparel positioning but focuses on a narrower, performance-driven customer segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/mossyoak
• YouTubeyoutube.com/channel/UCLRfBKtLU7FP11cdtdvScWA?sub_confirmation=1
• Facebookfacebook.com/mossyoak
• LinkedInlinkedin.com/company/mossy-oak
• Instagraminstagram.com/mossyoak
• Pinterestpinterest.com/mossyoak

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries13 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mossy Oak