Picnic at Ascot
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.
- Company typePrivate
- Founded1992
- HeadquartersHawthorne, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
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.
Picnic at Ascot firmographics
Firmographics- 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
Picnic at Ascot industry classification
Industry- 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
Where Picnic at Ascot is headquartered
LocationHeadquarters
- HQ city
- Hawthorne
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Picnic at Ascot business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- 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.
- Direct Retail Sales: Direct-to-consumer online sales through the company's e-commerce website where consumers can purchase products directly.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wholesale opening and re-order minimums |
| Unit Pricing | Pay-as-you-go | MSRP pricing for retail reference |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Picnic at Ascot product offering
Product offeringCore 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
Companies that use Picnic at Ascot
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Picnic at Ascot technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Picnic at Ascot partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Authorized Retailer NetworkcorePicnic 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
Picnic at Ascot competitors and assessment
Company assessmentEmerging 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
Picnic at Ascot social profiles
Digital presencePicnic at Ascot compliance and trust
Trust signalCompliance1 record
Picnic at Ascot financial estimates
Financial estimateRevenue estimate
Valuation estimate
Picnic at Ascot leadership team
Management profileNumber of profiles
Picnic at Ascot funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Picnic at Ascot 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 Picnic at Ascot
What does Picnic at Ascot do?
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.
Is Picnic at Ascot a public or private company?
Picnic at Ascot is a private company. It is classified as unknown and is currently operating.
When was Picnic at Ascot founded?
Picnic at Ascot was founded in 1992. It employs 11 to 50 people.
Where is Picnic at Ascot based?
Picnic at Ascot is headquartered in Hawthorne, United States, in the North America region.
How does Picnic at Ascot make money?
Two revenue lines are on record. Wholesale Product Sales are the primary driver. The others are direct Retail Sales.
Who are Picnic at Ascot's main competitors?
Emerging players on record are Sur La Table and Frontgate. Broad incumbents are Yeti Holdings, Hydro Flask, Igloo Products, Stanley (PMI Worldwide) and The Coleman Company. Picnic at Ascot (sub-brand/collection-style competitors) is listed as an others. Direct peers are Oniva (Picnic World) and Picnic Plus.
Does Picnic at Ascot have an API?
No public API is recorded for Picnic at Ascot.
What industry is Picnic at Ascot in?
Picnic at Ascot's product category is Outdoor Lifestyle and Picnic Products. Its primary akta.pro industry code is CRAMABAB, Outdoor & Adventure Multi-Category Retail, with a secondary code of CRAMAAAI, Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail. Its NAICS code is 45911.