True Timber
TrueTimber designs and licenses proprietary camouflage patterns for hunting, fishing, and outdoor apparel. It sells via DTC e-commerce, a dealer network, Walmart distribution, and licensed brand collaborations with partners including Honda, Blackhawk, and Bone Collector.
- Company typePrivate
- Founded2005
- HeadquartersInman, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What True Timber does
TrueTimber (legally True Timber Outdoors Holding Company, LLC) is a US-based private camouflage apparel company founded in 2005 and headquartered in Inman, South Carolina, with legal jurisdiction in Missouri. Its core product is a proprietary library of camouflage patterns — Strata, Kanati, Prairie, HTC Green, Riptide, and Rift — applied across hunting apparel, fishing gear, youth apparel, accessories (bags, coolers), and licensed partner merchandise. The company describes itself as the world's best-selling camouflage brand, highlighting print and manufacturing technology for pattern realism as its core technical capability, alongside adjacent offerings in fabrics, manufacturing services, licensing, and hydrographic solutions.
The business operates a hybrid revenue model combining direct-to-consumer e-commerce (store.truetimber.com), a wholesale dealer network accessed through dealerportal.truetimber.com, mass-retail distribution anchored by a flagship partnership with Walmart, and a licensing program that places TrueTimber patterns on co-branded apparel from partners including Honda HRC, Jack Link's, Blackhawk, Federal, HEVI-Shot, Remington, Bone Collector, and Turkeys for Tomorrow. Pricing is unit-based (e.g., T-shirts $7.99-$19.99, hoodies $19.99-$99.99, jackets up to $299.99) with free shipping above $49.99. The company has been actively expanding its sub-brand portfolio: Tekari (performance apparel and, as of May 2026, camping tents) and 10Stone (a lifestyle apparel line developed in partnership with country music artist Jason Aldean, also launched at Walmart in April 2026).
Go-to-market relies on a multi-channel mix — owned e-commerce, licensed and authorized dealer networks, social media (Facebook, Instagram, YouTube, X), email newsletter, an ambassador program (Team TrueTimber), and licensing partnerships — concentrated in North America (United States and Canada). Operations are run by a small team (11-50 employees), the company is privately held with no disclosed external funding, and revenue figures are not publicly disclosed. Multiple contact channels at @basspro.com domains suggest an operational relationship with the world's #1 outdoor retailer alongside its Walmart presence.
True Timber firmographics
Firmographics- Name
- True Timber
- Legal name
- True Timber Outdoors Holding Company, LLC
- Website
- https://truetimber.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- TrueTimber designs and licenses proprietary camouflage patterns for hunting, fishing, and outdoor apparel. It sells via DTC e-commerce, a dealer network, Walmart distribution, and licensed brand collaborations with partners including Honda, Blackhawk, and Bone Collector.
- Ownership category
- akta.pro rank
True Timber industry classification
Industry- Product category
- Hunting Apparel & Camouflage Outdoor Gear
- NAICS
- Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159), Sporting Goods Retailers (45911)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD)
- akta.pro secondary industries
- Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI)
Keywords
Where True Timber is headquartered
LocationHeadquarters
- HQ city
- Inman
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
True Timber business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Apparel and Camouflage Product Sales: TrueTimber generates revenue through the sale of camouflage apparel, accessories, and licensed merchandise directly to consumers via its e-commerce store, through dealer networks, and through major retail partners like Walmart. The company offers a comprehensive one-stop shop experience including apparel, fabrics, manufacturing capabilities, licensing, and hydrographic solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | General merchandise pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
True Timber product offering
Product offeringCore offering
True Timber designs, manufactures, and sells proprietary camouflage patterns and applies them across hunting apparel, fishing apparel, youth apparel, bags/coolers, and outdoor gear. The company also licenses its camo patterns and brand to third-party manufacturers (e.g., Honda, Jack Link's, Blackhawk, Remington) and distributes products through direct-to-consumer e-commerce, a dealer network, and major retailers including Walmart.
Product overview
TrueTimber is a camouflage apparel company that positions itself as the world's best-selling camo brand. The product portfolio centers on proprietary camouflage patterns (Strata, Kanati, Prairie, HTC Green, Riptide, Rift) applied across hunting apparel, fishing gear, and outdoor lifestyle products. The company operates a diversified business model combining direct-to-consumer sales through its e-commerce store with licensing agreements that allow partner brands (Honda, Bone Collector, Blackhawk, Federal, HEVI-Shot, Jack Link's, Remington, Turkeys for Tomorrow) to use TrueTimber patterns on their licensed apparel lines. Sub-brands include Tekari (performance outdoor/camping/fishing) and 10Stone (lifestyle apparel with Jason Aldean). Beyond patterns and apparel, TrueTimber offers bags/coolers, youth apparel, and services including licensing, retail operations, and a dealer portal.
Differentiator
Problem solved
Functional benefit
Brands
- Tekari™: Camping and outdoor gear line including tents and camping equipment, now available at Walmart.
- TrueTimber® Fishing
Products and services
- TrueTimber Hunting Apparel Comprehensive hunting apparel including outerwear, base layers, mid layers, tops, pants, and performance wear designed for various hunting seasons and conditions; sold to hunters and outdoor enthusiasts.
- Tekari Camping Line Outdoor camping line under the Tekari sub-brand including two tents and two additional camping products, available at Walmart.
- Tekari Performance Fishing Hoodie Performance fishing hoodie under the Tekari sub-brand, designed for long days on the water and available at Walmart.
- 10Stone Apparel Line Lifestyle apparel line inspired by country music artist Jason Aldean, available exclusively through Walmart in partnership with TrueTimber.
- Licensed Apparel Lines Apparel featuring licensed partner brands including Honda (HRC, Gold Wing, Youth), Bone Collector, Blackhawk, Federal, HEVI-Shot, Jack Link's, Remington, and Turkeys for Tomorrow, sold through the TrueTimber store and partner channels.
- Youth Apparel Youth-sized hunting and outdoor apparel including performance tees, parkas, waterproof pants, hoodies, and graphic tees in various TrueTimber camo patterns.
- Bags and Coolers Outdoor accessories including dry bags, backpacks, and waist packs with waterproof features and TrueTimber camo branding.
- TrueTimber Camo Patterns Proprietary camouflage patterns (Strata, Kanati, Prairie, HTC Green, Riptide, Rift) marketed as the world's best-selling camo, featuring unparalleled realism achieved through advanced print and manufacturing technology.
- Camo Pattern Licensing Program Licensing program that allows third-party brands to use TrueTimber camouflage patterns and brand on their merchandise, generating royalty revenue.
Companies that use True Timber
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles4 records
True Timber technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
True Timber partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship and core.
- WalmartflagshipWalmart serves as a major retail distribution partner for TrueTimber products. The partnership has expanded to include Tekari camping line products (tents) and Tekari Performance Fishing Hoodie, available in-store and online at Walmart. The collaboration continues to grow across multiple product categories.
- 10StoneflagshipTrueTimber partnered with 10Stone, an all-new lifestyle brand inspired by country music artist Jason Aldean, for debut apparel availability at Walmart. The brand was introduced through an exclusive first release, representing TrueTimber's expansion into lifestyle/country music celebrity branding.
- HondacoreLicensed partnership for Honda HRC (Honda Racing Corporation) branded apparel including youth graphic tees, long sleeve sublimated performance jerseys, and other Honda TrueTimber merchandise sold through the official TrueTimber store.
- Jack Link'scoreLicensed partnership featuring Jack Link's jerky brand on TrueTimber camouflage apparel including t-shirts, hoodies, hats, and youth wear with various Jack Link's branded designs.
- BlackhawkcoreLicensed partnership with Blackhawk tactical gear brand featuring TrueTimber camouflage on Blackhawk Americana and Knock Knock tee designs.
- FederalcoreLicensed partnership with Federal ammunition brand on TrueTimber apparel including logo t-shirts and lab and duck designs in various colorways.
- HEVI-ShotcoreLicensed partnership with HEVI-Shot ammunition brand featuring waterfowl-themed TrueTimber apparel including mallard logo and rusty mallard signature designs.
- RemingtoncoreLicensed partnership with Remington firearms brand on TrueTimber camouflage apparel including logo tees, shot shell designs, and lab-themed merchandise.
- Bone CollectorcoreLicensed partnership featuring Bone Collector outdoor lifestyle brand on TrueTimber apparel including CVC hoodies, dropshot gradient hoodies, performance shirts, and mesh back caps.
- Turkeys for TomorrowcoreLicensed partnership with Turkeys for Tomorrow conservation organization featuring SpikeCave designs and various turkey hunting-themed t-shirts on TrueTimber patterns.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
True Timber competitors and assessment
Company assessmentDirect peers
- Mossy Oak: Mossy Oak is one of the dominant camouflage pattern brands in hunting apparel, directly competing with TrueTimber's camo pattern portfolio and licensed apparel ecosystem. Both companies sell proprietary camo patterns, hunting apparel, and accessories to similar hunter customer segments.
- Realtree: Realtree is the market-leading camouflage brand and the most direct competitor to TrueTimber, offering proprietary camo patterns, hunting apparel, and licensed merchandise. Both brands compete for retail shelf space and licensing partnerships across the hunting and outdoor industry.
- Kryptek: Kryptek is a camouflage pattern and tactical apparel brand competing in the same hunting/outdoor apparel category as TrueTimber, with comparable proprietary pattern IP and direct-to-consumer plus retail distribution.
- King's Camo: King's Camo is a hunting apparel specialist offering proprietary camouflage patterns and hunting clothing that directly competes with TrueTimber's core hunting apparel product line for similar hunter customers.
- Sitka Gear: Sitka Gear is a premium hunting apparel brand competing with TrueTimber for serious hunters; while it focuses on technical/performance hunting clothing rather than camo patterns, both target the same end customer seeking hunting apparel.
- A-TACS Camo: A-TACS Camo develops proprietary concealment patterns licensed across hunting, tactical, and outdoor apparel — overlapping with TrueTimber's pattern licensing and apparel business model.
Broad incumbents
- Bass Pro Shops: Bass Pro Shops is a major outdoor retail distributor that appears to be one of TrueTimber's anchor accounts (and contact emails reference basspro.com). As a broad incumbent in outdoor/hunting retail with private-label brands, it both distributes and competes with TrueTimber's branded apparel.
- Carhartt: Carhartt is a broad workwear and outdoor apparel incumbent that overlaps with TrueTimber in rugged hunting/outdoor apparel, particularly for the hunting and outdoor lifestyle customer.
- Orvis: Orvis is a broad outdoor lifestyle and fly-fishing brand with hunting apparel lines; it competes in adjacent outdoor lifestyle and fishing segments where TrueTimber is expanding via Tekari Fishing and 10Stone lifestyle products.
Emerging players
- 5.11 Tactical: 5.11 Tactical operates in the tactical/outdoor apparel category with crossover into hunting via patterns and licenses; it represents an emerging adjacent competitor with comparable distribution channels and customer overlap with TrueTimber's Blackhawk and tactical-adjacent products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
True Timber social profiles
Digital presenceTrue Timber compliance and trust
Trust signalCompliance1 record
True Timber financial estimates
Financial estimateRevenue estimate
Valuation estimate
True Timber leadership team
Management profileNumber of profiles
True Timber funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True Timber M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about True Timber
What does True Timber do?
True Timber designs, manufactures, and sells proprietary camouflage patterns and applies them across hunting apparel, fishing apparel, youth apparel, bags/coolers, and outdoor gear. The company also licenses its camo patterns and brand to third-party manufacturers (e.g., Honda, Jack Link's, Blackhawk, Remington) and distributes products through direct-to-consumer e-commerce, a dealer network, and major retailers including Walmart.
Is True Timber a public or private company?
True Timber is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was True Timber founded?
True Timber was founded in 2005. It employs 11 to 50 people.
Where is True Timber based?
True Timber is headquartered in Inman, United States, in the North America region.
How does True Timber make money?
One revenue line is on record: apparel and Camouflage Product Sales.
Who are True Timber's main competitors?
Direct peers on record are Mossy Oak, Realtree, Kryptek, King's Camo, Sitka Gear and A-TACS Camo. Broad incumbents are Bass Pro Shops, Carhartt and Orvis. 5.11 Tactical is listed as an emerging player.
Does True Timber have an API?
No public API is recorded for True Timber.
What industry is True Timber in?
True Timber's product category is Hunting Apparel & Camouflage Outdoor Gear. Its primary akta.pro industry code is CRAMAKAD, Hunting Clothing, Footwear & Camouflage Retail, with a secondary code of CRAMAKAE, Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras). Its NAICS code is 315 and its SIC code is 2300.