Picnic at Ascot

What Picnic at Ascot does

Picnic at Ascot is a US-based designer and manufacturer of fashionable picnic and outdoor lifestyle products, founded in 1992 and headquartered in Hawthorne, California. The company's portfolio spans approximately 21 product categories, including equipped picnic sets, wicker picnic baskets, coolers (rolling, backpack, hybrid, and collapsible models), insulated totes and food carriers, chairs and tables, picnic blankets, BBQ tools, trunk organizers, garden totes, tool kits, wine and cheese accessories, yoga mats, and monogrammed and collegiate products. Core proprietary technology includes Thermal Shield insulation, food-safe leak-proof linings, and collapsible frame designs protected by US Design Patent No. D642,870. Products are organized into roughly 17 coordinated design collections (Bold, Charcoal, Diamond, Eco, Floral, Hamptons, Houndstooth, London, Paris, Trellis, and others) that enable cross-category merchandising at retail.

The business operates on a dual-channel model. The primary channel is B2B wholesale to an authorized retailer network across the USA, supported by an online portal that provides wholesale pricing, inventory checking, and order tracking; wholesale opening order minimums are $200 and reorder minimums are $100, with Net 30 payment terms and shipping F.O.B. Hawthorne. A secondary direct-to-consumer channel runs through picnicatascot.com. The company maintains 2-5 day order lead times, offers lifetime warranties on products, designs and assembles all products in the USA, and complies with California Proposition 65 disclosure requirements.

Picnic at Ascot is a privately held, founder- or family-owned business with no disclosed institutional investors, funding rounds, mergers, acquisitions, or leadership changes. Operating geographies are domestic (United States) only. There is no disclosed revenue, headcount trend, or financial benchmarking in the source material beyond an 11-50 employee band. The principal commercial assets are the brand, the patent, the design collection system, and the breadth of the authorized retailer distribution.

Name

Picnic at Ascot

Legal name

Picnic at Ascot

Website

https://picnicatascot.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Picnic at Ascot designs and manufactures fashionable picnic and outdoor lifestyle products from its Hawthorne, California headquarters, selling wholesale to authorized retailers across the USA and directly to consumers online across approximately 21 product categories and 17 design collections.

Ownership category

akta.pro rank

Product category

Outdoor Lifestyle and Picnic Products

NAICS

Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)

akta.pro primary industry

Outdoor & Adventure Multi-Category Retail (CRAMABAB)

akta.pro secondary industries

Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Camping, Hiking & Climbing Specialty Retail (CRAMABAM)

Keywords

• Picnic baskets
• Outdoor lifestyle products
• Insulated coolers
• Picnic accessories
• Designer picnicware

Headquarters

HQ city

Hawthorne

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Wholesale Product Sales: B2B wholesale sales of picnic and outdoor lifestyle products to authorized retailers. Products include equipped picnic sets, wicker baskets, coolers, insulated bags, blankets, chairs, and related accessories.
2. Direct Retail Sales: Direct-to-consumer online sales through the company's e-commerce website where consumers can purchase products directly.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Picnic at Ascot designs, assembles, and distributes fashionable picnic and outdoor lifestyle products in the USA. The portfolio spans equipped picnic sets, wicker baskets, coolers, insulated totes and food carriers, blankets, chairs, BBQ tools, and related accessories sold across multiple coordinated design collections. Products are sold wholesale to an authorized retailer network and directly to consumers via the company's e-commerce website.

Product overview

Picnic at Ascot is a designer and manufacturer of fashionable picnic and outdoor lifestyle products. The product portfolio includes a diverse range of categories spanning Equipped Picnic Sets, Wicker Picnic Baskets, Coolers (including Hybrid, Rolling, Backpack, and Collapsible models), Insulated Totes and Food Carriers, Chairs & Tables (Directors Chairs with integrated tables/coolers, Canvas Picnic Tables), Blankets, BBQ Tools, Trunk Organizers, Garden Totes, Tool Kits, Wine & Cheese Accessories, Yoga Mats, and Collegiate-themed products. The company offers products across multiple design collections including Bold, Charcoal, Diamond, Eco, Floral, Hamptons, Houndstooth, Julia Dot, London, New Hudson, Night Bloom, Paisley Green, Paris, and Trellis Blue/Green. Products are designed and assembled in the USA (Hawthorne, CA) with lifetime warranties on many items. The company operates a B2B authorized retailer model with online ordering, inventory checking, and order tracking capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Equipped Picnic Sets Complete picnic sets including baskets, utensils, plates, and accessories for outdoor dining, sold wholesale to retailers and directly online.
• Wicker Picnic Baskets Traditional wicker picnic baskets for outdoor dining and gatherings, available across multiple design collections.
• Coolers Insulated containers for keeping food and beverages cold during outdoor activities, including rolling, backpack, and hybrid models with patented collapsible insulated design (U.S. Patent No. D642,870).
• Insulated Totes Thermal tote bags with Thermal Shield insulation for keeping contents hot or cold during transport.
• Insulated Food Carriers Thermal food transport bags including thermal food carriers, cake carriers, and two-layer carriers with foil insulation.
• Cheese and Charcuterie Boards Serving boards designed for cheese and charcuterie presentations during picnics and gatherings.
• Wine and Cheese Sets Combined wine and cheese serving sets for outdoor entertaining.
• Insulated Wine Bags Temperature-maintaining bags designed to transport wine bottles during outdoor activities.
• Wine Tools Wine accessories including corkscrews, stoppers, and pourers for outdoor wine service.
• Coffee Sets Portable coffee service sets for outdoor occasions.
• Beer Totes Insulated carriers for transporting canned or bottled beverages to outdoor locations.
• Chairs and Tables Portable outdoor seating including directors chairs with integrated tables and coolers, and canvas picnic tables.
• Picnic Blankets Outdoor blankets with water-resistant backing, fleece blankets with carriers, and XL picnic blankets.
• BBQ Tools Barbecue tool sets including stainless steel and wooden handle options in carry cases.
• Trunk Organizers Vehicle trunk organizers with multiple sections, including models with integrated coolers, for keeping sports gear, groceries, and supplies organized.
• Tool Kits Emergency roadside kits and multi-purpose tool sets for vehicles and home use.
• Garden Totes Multi-pocket gardening totes with stainless steel tool sets for transporting garden supplies.
• Yoga Mats Yoga mats with carrying bags featuring shoulder straps and outer pockets.
• Collegiate Collection University and college-themed picnic products for school spirit events and alumni gifting.
• Monogrammed Products Personalized and monogrammed picnic products and accessories for custom gifting.
• Authorized Retailer Portal B2B online ordering system for authorized retailers showing wholesale pricing, inventory availability, and order tracking for Picnic at Ascot products.

Quantifiable outcome

• Lifetime warranty on all products
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles2 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.

• Authorized Retailer NetworkcoreChannel Partner/ Reseller/ DistributorPicnic at Ascot partners with authorized retailers who purchase wholesale and resell products to consumers. Retailers include many leading retailers in the USA. Retailers have access to online ordering, wholesale pricing, inventory checking, and order tracking through the website portal.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Sur La Table: Upscale kitchen and outdoor entertaining retailer that carries premium picnic and entertaining accessories — a comparable premium channel and overlapping end-consumer with Picnic at Ascot.
• Frontgate: Premium home and outdoor entertaining retailer with proprietary picnic, cooler, and outdoor entertaining assortment; comparable customer demographic and assortment overlap with Picnic at Ascot's D2C and wholesale lines.

Broad incumbents

• Yeti Holdings: Premium cooler, drinkware, and outdoor lifestyle brand with broad national distribution; overlaps with Picnic at Ascot in coolers, insulated totes, and bags but at much larger scale and across a broader portfolio.
• Hydro Flask: Premium insulated drinkware and outdoor lifestyle brand; competes with Picnic at Ascot's insulated totes, wine bags, and food carriers in the same retail channels.
• Igloo Products: Iconic mass-market cooler and outdoor products brand with deep retail penetration; competes with Picnic at Ascot in coolers, insulated totes, and beverage carriers, especially at mainstream retailers.
• Stanley (PMI Worldwide): Heritage insulated drinkware and food/beverage carrier brand; overlaps with Picnic at Ascot in insulated totes, growlers, and outdoor entertaining accessories at premium retailers.
• The Coleman Company: Diversified outdoor recreation brand across coolers, camping chairs, and picnic accessories; overlaps broadly with Picnic at Ascot's assortment and shares a wholesale/retail distribution footprint.

Others

• Picnic at Ascot (sub-brand/collection-style competitors): Generic placeholder left intentionally blank.

Direct peers

• Oniva (Picnic World): Wholesale picnic basket and outdoor lifestyle brand selling coordinated picnic sets, totes, and accessories to retailers — directly overlapping with Picnic at Ascot's core assortment and wholesale GTM.
• Picnic Plus: Designs and wholesales premium picnic baskets, blankets, coolers, and outdoor entertaining products through a similar B2B retailer model and direct-to-consumer channel — a close functional and channel competitor to Picnic at Ascot.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PicnicAtAscot
• LinkedInlinkedin.com/company/picnic-at-ascot-inc.

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Picnic at Ascot