Rough Country
Founded in 1986 and based in Dyersburg, Tennessee, Rough Country is a leading provider of branded aftermarket performance-enhancing products and accessories to the truck, Jeep and SUV enthusiast market. Catering to consumers’ passion for off-road and outdoor lifestyles, Rough Country offers superior value and best-in-class service to its enthusiast customer base through a disruptive, direct-to-consumer and direct-to-installer ecommerce platform. The Company’s product offerings include suspension lift and leveling kits, performance shocks and stabilizers, and other accessories including lighting, steps, winches, fender flares and cargo management products that are used to personalize and upgrade consumers’ vehicles.
Our Partnership
The automotive aftermarket category has been a core focus area for TSG in recent years, and we have long viewed Rough Country as one of the most attractive businesses in the category given the strength of its brand, unique direct website go-to-market strategy, and evolving portfolio of products that cater to an enthusiast customer segment. We are excited to partner with the company’s management team & existing investor Gridiron Capital, both of which will remain significant investors, and capitalize on the many avenues of growth that lie ahead, including increasing penetration in new product categories, vehicle category expansion, and new channel expansion.
Strategic Focus
Leveraging our deep digital marketing and brand development expertise, TSG is working closely with the management team on enhancing Rough Country’s digital ecosystem and consumer marketing strategy, increasing the Company’s brand awareness and loyalty, expanding Rough Country’s product offering, and further investment in physical and digital infrastructure.
“TSG is the global leader in building world-class consumer brands, and we are excited to enter our next phase of growth with their support… With TSG’s unrivaled auto aftermarket and digital marketing expertise, we’ll continue to expand our brand reach, digital presence and diversified customer base as we help fulfill consumers’ passions for off-road and outdoor lifestyles around the world.”
— Ken Dunn, Chief Executive Officer
