Hatchet Outdoor Supply Co

What Hatchet Outdoor Supply Co does

Hatchet Outdoor Supply Co. is a Brooklyn-based, multi-brand outdoor lifestyle retailer operating a direct-to-consumer model through a Shopify-powered e-commerce storefront and a single physical retail location in Brooklyn, NY. Founded in 2013 by Gene Han, the company curates a portfolio of more than 100 brands spanning premium technical outdoor labels (HOKA, The North Face, Snow Peak, Montbell, Klattermusen, norda, BROOKS, KEEN, YETI) and fashion-forward lifestyle brands (Visvim, Engineered Garments, Kapital, A-COLD-WALL*, Elliker). The catalog covers apparel, footwear, bags, and gear and accessories, with prices ranging from approximately $5 for entry-level accessories to over $3,800 for premium designer items.

Hatchet employs 11–50 people and generates revenue entirely through one-time product sales across multiple price tiers, with no subscription or membership model. Its end customers fall into two primary personas: performance-focused outdoor enthusiasts (hiking, trail running, camping) and style-conscious consumers seeking outdoor aesthetics in everyday wear, with a secondary segment of community organizers who use the Brooklyn store for events and pop-ups. Distribution is purely domestic (United States), shipped from the single storefront model.

The business model is asset-light specialty retail: Hatchet purchases inventory from brand partners and resells through owned channels, with marketing centered on content (Instagram, TikTok, an email newsletter, the Chop Talk editorial blog, hiking guides, and seasonal lookbooks) and in-person activations at the Brooklyn store. The company is privately held with no disclosed institutional investment, funding rounds, parent company, or leadership changes in the source data, and operates an affiliated label, WeekEnds (founded 2021), for which Hatchet serves as a launch and collaboration partner.

Name

Hatchet Outdoor Supply Co

Legal name

Hatchet Outdoor Supply Co.

Website

https://hatchetsupply.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Hatchet Outdoor Supply Co. is a Brooklyn-based, multi-brand outdoor lifestyle retailer curating apparel, footwear, bags, and gear from 100+ brands through a Shopify e-commerce storefront and one physical Brooklyn retail location, serving US outdoor enthusiasts and style-driven consumers.

Ownership category

akta.pro rank

Product category

Specialty Outdoor Retail

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Camping, Hiking & Climbing Specialty Retail (CRAMABAM)

akta.pro secondary industries

Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Camping & Overlanding Equipment Retail (CRAMAAAC)

Keywords

• Outdoor apparel retail
• Outdoor footwear
• Outdoor gear
• Multi-brand retailer
• Hiking equipment

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct retail sales of outdoor apparel, footwear, and gear through e-commerce and physical storefronts. Revenue generated from one-time product transactions across multiple price points from budget accessories to premium outdoor equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Hatchet Outdoor Supply Co. is a multi-brand outdoor lifestyle retailer that curates and sells apparel, footwear, bags, and gear through its Shopify-based e-commerce platform and a Brooklyn-based physical retail store. The assortment spans more than 100 named brand partners including established technical outdoor brands (HOKA, The North Face, Snow Peak, Montbell) and fashion-forward outdoor labels (Visvim, Klattermusen, Engineered Garments, Purple Mountain Observatory). Pricing ranges from roughly $5 entry-level accessories to $3,800+ premium designer pieces.

Product overview

Hatchet Outdoor Supply Co. is a modern outdoor lifestyle retailer offering a curated selection of outdoor apparel, footwear, bags, and gear. The company operates as a multi-brand e-commerce platform selling products across categories including apparel (tops, jackets, sweaters, tees, bottoms), footwear (trail running shoes, boots, sandals, sneakers), bags (backpacks, totes, duffles, hip packs), and gear & accessories (tents, sleeping gear, kitchenware, drinkware, furniture, lighting, safety tools, books). The product portfolio spans over 100 curated brands including HOKA, norda, Klattermusen, Snow Peak, The North Face, Montbell, BROOKS, KEEN, and YETI. The store features new arrivals, sale items, and brand collaborations.

Differentiator

Problem solved

Functional benefit

Products and services

• Outdoor Apparel
• Outdoor Footwear
• Bags
• Gear and Accessories
• Trail Running Shoes
• Tents
• Kitchen and Camp Cookware
• Sleep and Camp Comfort
• Outdoor Tools
• Drinkware and Water Bottles

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core, major and significant.

• WeekEndscoreStrategic or Co-development PartnerWeekEnds is an affiliated outdoor and activewear brand founded in 2021 that creates versatile outdoor and activewear balancing nature and urban influence. Hatchet hosts WeekEnds product launches and collaborates on exclusive releases and lookbooks. WeekEnds x Hatchet collaborations include SE Cruiser shoes with Mizuno.
• Snow PeakmajorChannel Partner/ Reseller/ DistributorSnow Peak crafts outdoor gear and apparel blending minimalist design with exceptional function, from titanium cookware to innovative shelters. Hatchet is a retailer of Snow Peak products, carrying 40+ items including cookware, mugs, bottles, and furniture.
• Purple Mountain Observatory (PMO)majorChannel Partner/ Reseller/ DistributorPMO creates versatile outdoor and activewear founded in 2021, emphasizing community, education, and inspiring generations to explore outdoors. Hatchet is a key retailer for PMO, featuring prominently on homepage and carrying 7+ products.
• EllikersignificantChannel Partner/ Reseller/ DistributorElliker creates functional everyday pieces made from eco-friendly materials. Hatchet carries 33+ Elliker products across apparel, bags, and accessories.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Huckberry: Curated DTC retailer blending outdoor, adventure, and lifestyle apparel/gear from premium and emerging brands with strong content (journal, podcast) and community programming — directly comparable to Hatchet's curation + content strategy.
• Backcountry: Online-first multi-brand outdoor specialty retailer selling apparel, footwear, and gear from hundreds of premium brands. Closest direct comparable in business model to Hatchet's curated e-commerce + outdoor brand mix.
• Public Lands: Outdoor specialty retailer (owned by Dick's Sporting Goods) carrying curated premium apparel, footwear, and gear with an emphasis on conservation — directly comparable category and customer to Hatchet.
• Sierra: Off-price outdoor and activewear retailer offering discounted multi-brand apparel, footwear, and gear. Competes with Hatchet for value-oriented outdoor shoppers, especially via Hatchet's discount 'Sale' assortment.
• Moosejaw: Multi-brand outdoor specialty retailer (owned by Dick's Sporting Goods) selling technical apparel, footwear, and gear across hiking, climbing, and camping categories — overlapping customer and assortment with Hatchet.
• Eastern Mountain Sports (EMS): Multi-brand outdoor apparel, footwear, and gear retailer serving hikers, campers, and climbers. Comparable assortment and customer base to Hatchet, with both e-commerce and physical retail.

Broad incumbents

• Aritzia: Multi-brand fashion retailer offering curated apparel and accessories from a mix of premium and own-label brands via DTC and physical stores. Comparable business-model architecture (curation + DTC + physical) to Hatchet, but in lifestyle/fashion rather than outdoor.
• REI Co-op: Largest US outdoor cooperative with extensive multi-brand assortment, strong private-label offering, and physical retail footprint. Sets the competitive bar Hatchet competes against in assortment and credibility.
• SSENSE: Multi-brand luxury and designer fashion retailer known for curating premium and emerging international labels. Comparable to Hatchet's curation + emerging-brand discovery model, though in fashion rather than outdoor specifically.

Others

• Snow Peak: Japanese premium outdoor brand whose products Hatchet resells (40+ SKUs). A key supplier and emerging US brand Hatchet helps distribute — a 'supplier/partner' peer relationship rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/hatchetsupply
• TikToktiktok.com/@shopify
• Facebookfacebook.com/hatchetsupply
• LinkedInlinkedin.com/company/hatchet-outdoor-supply-co

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Hatchet Outdoor Supply Co