What Trixie & Milo does

Trixie & Milo is a Portland, Oregon-based private e-commerce operator running the Lucky Jack Gear + Gifts brand, founded in 2011 by Milo Jones around a family heritage story tied to his grandfather "Lucky" Jack Jones. The company designs, sources, and sells distinctive everyday carry (EDC) tools, outdoor gear, and gift items through a Shopify storefront at luckyjackgear.com, supplemented by wholesale distribution via the Faire marketplace and physical retail placement in Ace Hardware stores. Headcount is reported at 1-10 employees, consistent with a founder-led small business operating without institutional capital.

The core product platform is the Adventure Cards line: credit card-sized steel tool cards featuring pop-out, modular gear components held in place by magnetic backing. The portfolio includes the Pocket Tomahawk, Mini Mess Kit, Pocket Handy Saw, Wild Card Wallet Multi-Tool, Hitch Blade Carabiner, Bonehead Pry Bar, Emergency Fire Starter, and a golf-targeted Lucky Golfer Card. Adjacent categories include hip flasks (outdoors, Americana, humorous, golfing), camp and grill gear (Solo Pack Flat-Pack Grill, Grilling Basket), coffee gear, barbershop/grooming (Classy Care Manicure Kit), field notes/notebooks, and paracord lanyards.

Revenue is generated through one-time product sales across three channels: DTC e-commerce, wholesale bulk orders through Faire, and retail shelf sales at Ace Hardware. Pricing follows a unit-based model with optional 15% discounts for Military/First Responders/Healthcare workers and 15% off for newsletter subscribers. Marketing is executed primarily through Instagram (@luckyjackgear), a content blog called The Dispatch, Klaviyo-driven email campaigns, an affiliate referral program, and earned media coverage in outlets including The New York Times Wirecutter, Disney Entertainment, Texas Magazine, Inked Magazine, and Awesomer.

Name

Trixie & Milo

Legal name

Lucky Jack

Website

https://trixieandmilo.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Trixie & Milo operates the Lucky Jack Gear + Gifts brand, a Portland-based DTC e-commerce company selling everyday carry tools, Adventure Cards, flasks, and outdoor gifts to consumers via Shopify, Faire wholesale, and Ace Hardware retail.

Ownership category

akta.pro rank

Product category

Everyday Carry / Outdoor Gear

NAICS

Sporting Goods Retailers (45911), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Sporting & Athletic Goods, Nec (3949), Cutlery, Handtools & General Hardware (3420)

akta.pro primary industry

Backpacking & Trekking Gear Retail (CRAMAAAA)

akta.pro secondary industry

Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)

Keywords

• Everyday carry tools
• Adventure cards
• Outdoor gear
• Hip flasks
• Pocket multi-tools

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase revenue from physical goods including Adventure Cards, multi-tools, flasks, outdoor gear, and accessories sold through e-commerce storefront.
2. Wholesale Distribution: Bulk sales through wholesale channels including Faire marketplace platform, selling products to retailers and resellers at wholesale pricing.
3. Retail Distribution: Products sold through retail partners such as Ace Hardware, generating revenue through traditional retail distribution channels.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Trixie & Milo operates the Lucky Jack Gear + Gifts brand, designing and selling credit card-sized steel Adventure Cards with pop-out modular tools, hip flasks, pocket multi-tools, and outdoor/camping gear. The company markets its products to everyday carry (EDC) enthusiasts, golfers, and outdoor adventurers, with branded collections sold through its own e-commerce sites and select retail and wholesale partners.

Product overview

Trixie & Milo operates Lucky Jack Gear + Gifts, an e-commerce brand specializing in everyday carry (EDC) tools, outdoor adventure gear, and distinctive gift items. The core product line centers on Adventure Cards—credit card-sized steel tool cards with modular, pop-out tools for camping, survival, fishing, hunting, and everyday fixes. These wallet-sized tools include the Pocket Tomahawk, Mini Mess Kit, Pocket Handy Saw, Wild Card Wallet Multi-Tool, and specialty cards like the Lucky Golfer Card. Beyond Adventure Cards, the portfolio encompasses multi-tools and everyday carry items (Hitch Blade Carabiner, Bonehead Pry Bar), hip flasks in various themes (outdoors, Americana, humorous, golfing), camp and grill gear (Solo Pack Flat-Pack Grill, Grilling Basket, Emergency Fire Starter), barbershop and grooming products (Classy Care manicure kits), field notes and writing instruments, and paracord lanyards. The products are marketed primarily through the Shopify e-commerce platform with integrated customer reviews via Judge.me and email marketing through Klaviyo.

Differentiator

Problem solved

Functional benefit

Products and services

• Adventure Cards Credit card-sized steel cards featuring pop-out modular tools (e.g., wrenches, screwdrivers, rulers, bottle openers, saws) designed to fit in a wallet or pocket for everyday carry enthusiasts, golfers, and outdoor adventurers.
• Pocket Multi-Tools Compact branded multi-tools including the Pocket Tomahawk, Pocket Handy Saw, Hitch Blade Carabiner Multitool, and Bonehead Pry Bar Multi-Tool, designed for EDC and outdoor use.
• Hip Flasks Stainless steel hip flasks marketed as gifts and outdoor lifestyle accessories under the Lucky Jack brand.
• Camp & Grill Gear Portable outdoor cooking and camping accessories including the Solo Pack Flat-Pack Camp Grill, Cookout Grilling Basket, and Mini Mess Kit, targeted at campers and tailgaters.
• Paracord Lanyards Branded paracord lanyards sold as accessories and gift add-ons for EDC tools and outdoor gear.

Named customers4 records

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

Five partnerships are on record, tiered core and major.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the Lucky Jack storefront at luckyjackgear.com. Handles payment processing, checkout, and store management.
• Ace HardwaremajorChannel Partner/ Reseller/ DistributorRetail distribution partnership. Lucky Jack products available for purchase in Ace Hardware retail stores nationwide.
• FairecoreChannel Partner/ Reseller/ DistributorWholesale marketplace platform at faire.com/direct/luckyjack enabling retailers and resellers to purchase Lucky Jack products in bulk.
• KlaviyocoreTechnology or IntegrationEmail marketing platform used for newsletter subscriptions and promotional campaigns including discount offers.
• The New York Times WirecuttermajorGTM or Marketing PartnerEditorial coverage and product recommendation by Wirecutter, The New York Times' consumer product review publication. Positive review provides credibility and marketing exposure.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CRKT (Columbia River Knife & Tool): Knife and multi-tool brand with strong outdoor and EDC positioning. Overlaps with Lucky Jack's blades, multi-tools, and preparedness-themed adventure products.
• Leatherman: Multi-tool specialist and category-defining brand. Most directly comparable to Lucky Jack's Adventure Cards and EDC multi-tool business, with similar target customers seeking portable problem-solving tools.
• The Ridge Wallet: DTC-first EDC lifestyle brand built around a wallet-form-factor product with strong social media and influencer-driven marketing. Comparable in EDC positioning, DTC-first distribution, and minimalist product ethos.
• SOG Specialty Knives: Multi-tool and blade manufacturer with outdoor and tactical heritage. Directly comparable to Lucky Jack's Adventure Cards, blades, and carabiner multi-tool offerings.
• Gerber Gear: Established multi-tool and blade maker serving outdoor and EDC enthusiasts. Comparable product mix (pocket tools, multi-tools, outdoor gear) and overlapping target consumer base.

Broad incumbents

• Stanley (PMI Worldwide): Heritage outdoor drinkware and gear brand with strong gifting channel. Comparable in outdoor lifestyle positioning and gifting-driven merchandising, though much larger and broader.
• YETI: Premium outdoor lifestyle brand spanning drinkware, coolers, and outdoor accessories. Overlaps with Lucky Jack's outdoor and gifting positioning but operates at vastly larger scale across broader product categories.
• Zippo: Iconic lifestyle/accessory brand with broad retail distribution and collectible/gifting positioning. Comparable in collectible novelty, gifting seasonality, and lifestyle brand-building approach.

Emerging players

• County Comm: Niche EDC and tactical gear retailer/manufacturer. Comparable in serving hardcore EDC enthusiasts with specialized pocket tools and accessories, though with a more tactical rather than adventure-oriented positioning.
• Tactica: Smaller EDC and tactical gear brand competing in similar everyday-carry categories. Comparable in product overlap (multi-tools, EDC accessories) and target enthusiast demographic.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/luckyjackgear

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 Trixie & Milo