Which brands are owned by private equity?
258 brands people shop for, and who owns them: 140 PE-backed or lender-controlled, 77 owned by other companies and 36 family-, founder- or employee-owned.
When a private-equity firm buys a brand, the name, logo and website usually stay the same. Here’s who owns the brands people shop for, with a source for every label. Labels describe ownership, not product quality. With the PE or Not? Chrome extension, click the icon on a brand’s own website to see who owns it.
Outdoor and sporting goods
61 brands · 35 PE-backed
Clothing, shoes and accessories
69 brands · 43 PE-backed
Pets, baby, beauty and personal care
63 brands · 35 PE-backed
Home, kitchen and Amazon brands
65 brands · 27 PE-backed
Every brand
| Brand | Category | Label | Owner / backers | Since |
|---|---|---|---|---|
| Abu Garcia fishing | Outdoor and sporting goods | PE-backed | Pure Fishing Sycamore Partners | 2019 |
| aden + anais baby | Pets, baby, beauty and personal care | PE-backed | Aden & Anais, Inc. Transom Capital Group | 2023 |
| Anastasia Beverly Hills cosmetics | Pets, baby, beauty and personal care | PE-backed | Anastasia Beverly Hills TPG | 2018 |
| Ann Taylor women's fashion | Clothing, shoes and accessories | PE-backed | KnitWell Group Sycamore Partners | 2020 |
| Anne Klein women's fashion | Clothing, shoes and accessories | PE-backed | WHP Global Oaktree Capital Management; Ares Management | 2019 |
| Aéropostale teen apparel | Clothing, shoes and accessories | PE-backed | Authentic Brands Group General Atlantic; CVC Capital Partners; HPS Investment Partners; Leonard Green & Partners; BlackRock Long Term Private Capital | 2016 |
| bareMinerals cosmetics | Pets, baby, beauty and personal care | PE-backed | Orveon Global Advent International | 2021 |
| BCBG women's fashion | Clothing, shoes and accessories | PE-backed | Marquee Brands Neuberger Berman | 2017 |
| Bell cycling helmets | Outdoor and sporting goods | PE-backed | Revelyst Strategic Value Partners | 2025 |
| Ben Sherman menswear | Clothing, shoes and accessories | PE-backed | Marquee Brands Neuberger Berman | 2015 |
| Berkley fishing | Outdoor and sporting goods | PE-backed | Pure Fishing Sycamore Partners | 2019 |
| Billabong surf apparel | Outdoor and sporting goods | PE-backed | Authentic Brands Group General Atlantic;CVC Capital Partners;HPS Investment Partners;Leonard Green & Partners | |
| Birkenstock footwear | Clothing, shoes and accessories | PE-backed | Birkenstock Holding plc L Catterton | |
| Bonobos menswear | Clothing, shoes and accessories | PE-backed | WHP Global Oaktree Capital Management; Ares Management | |
| Boppy baby | Pets, baby, beauty and personal care | PE-backed | The Boppy Company Investindustrial | 2016 |
| Briogeo hair care | Pets, baby, beauty and personal care | PE-backed | The Wella Company KKR | 2022 |
| Brooklinen bedding and bath | Home, kitchen and Amazon brands | PE-backed | Brooklinen Summit Partners; Freeman Spogli & Co. | 2020 |
| Brooks Brothers menswear | Clothing, shoes and accessories | PE-backed | Authentic Brands Group General Atlantic; CVC Capital Partners; HPS Investment Partners; Leonard Green & Partners; BlackRock Long Term Private Capital | 2020 |
| Bugaboo baby | Pets, baby, beauty and personal care | PE-backed | Bugaboo Group Mubadala Capital; Bain Capital | 2024 |
| Bushnell optics | Outdoor and sporting goods | PE-backed | Revelyst Strategic Value Partners | 2025 |
| BUXOM cosmetics | Pets, baby, beauty and personal care | PE-backed | Orveon Global Advent International | 2021 |
| CamelBak hydration | Outdoor and sporting goods | PE-backed | Revelyst Strategic Value Partners | 2025 |
| Camp Chef camp cooking | Outdoor and sporting goods | PE-backed | Revelyst Strategic Value Partners | 2025 |
| Canidae pet food | Pets, baby, beauty and personal care | PE-backed | Ethos Pet Brands L Catterton; Nexus Capital Management | 2023 |
| Champion activewear | Clothing, shoes and accessories | PE-backed | Authentic Brands Group General Atlantic; CVC Capital Partners; HPS Investment Partners; Leonard Green & Partners; BlackRock Long Term Private Capital | 2024 |
| Chewy pet retail | Pets, baby, beauty and personal care | PE-backed | Chewy, Inc. BC Partners | 2017 |
| Chico's women's fashion | Clothing, shoes and accessories | PE-backed | KnitWell Group Sycamore Partners | 2024 |
| Clairol hair color | Pets, baby, beauty and personal care | PE-backed | The Wella Company KKR | 2020 |
| Club Monaco fashion | Clothing, shoes and accessories | PE-backed | Club Monaco Regent, L.P. | 2021 |
| Cole Haan footwear | Clothing, shoes and accessories | PE-backed | Cole Haan LLC Apax Partners | 2013 |
| Conair hair tools | Pets, baby, beauty and personal care | PE-backed | Conair American Securities | 2021 |
| Cuisinart small kitchen appliances and cookware | Home, kitchen and Amazon brands | PE-backed | Conair American Securities | 2021 |
| Culligan water treatment | Home, kitchen and Amazon brands | PE-backed | Culligan International BDT & MSD Partners; Mubadala Capital | 2021 |
| Dansk dinnerware and cookware | Home, kitchen and Amazon brands | PE-backed | Lenox Corporation Centre Lane Partners | 2020 |
| Dockers menswear | Clothing, shoes and accessories | PE-backed | Authentic Brands Group General Atlantic; CVC Capital Partners; HPS Investment Partners; Leonard Green & Partners; BlackRock Long Term Private Capital | 2025 |
| Dollar Shave Club shaving | Pets, baby, beauty and personal care | PE-backed | Dollar Shave Club Nexus Capital Management | 2023 |
| Eddie Bauer outdoor apparel | Outdoor and sporting goods | PE-backed | Authentic Brands Group General Atlantic;CVC Capital Partners;HPS Investment Partners;Leonard Green & Partners | |
| Ergobaby baby | Pets, baby, beauty and personal care | PE-backed | The Ergo Baby Carrier, Inc. Highlander Partners | 2024 |
| Express mall apparel | Clothing, shoes and accessories | PE-backed | Phoenix (WHP Global-led joint venture) Oaktree Capital Management; Ares Management | 2024 |
| First Lite hunting apparel | Outdoor and sporting goods | PE-backed | MeatEater, Inc. The Chernin Group | 2019 |
| Foresight Sports golf launch monitors | Outdoor and sporting goods | PE-backed | Revelyst Strategic Value Partners | 2025 |
| Fox Racing cycling and moto apparel | Outdoor and sporting goods | PE-backed | Revelyst Strategic Value Partners | 2025 |
| G-Star RAW denim | Clothing, shoes and accessories | PE-backed | WHP Global Oaktree Capital Management; Ares Management | 2023 |
| ghd hair tools | Pets, baby, beauty and personal care | PE-backed | The Wella Company KKR | 2020 |
| Giro cycling and snow helmets | Outdoor and sporting goods | PE-backed | Revelyst Strategic Value Partners | 2025 |
| Golden Goose sneakers | Clothing, shoes and accessories | PE-backed | Golden Goose S.p.A. HSG (HongShan); Permira | 2026 |
| Guess denim | Clothing, shoes and accessories | PE-backed | Authentic Brands Group General Atlantic; CVC Capital Partners; HPS Investment Partners; Leonard Green & Partners; BlackRock Long Term Private Capital | 2026 |
| HALO baby | Pets, baby, beauty and personal care | PE-backed | Aden & Anais, Inc. Transom Capital Group | 2023 |
| Hammer Strength fitness equipment | Outdoor and sporting goods | PE-backed | Life Fitness KPS Capital Partners | 2019 |
| Hanna Andersson kids apparel | Pets, baby, beauty and personal care | PE-backed | Hanna Andersson L Catterton | 2016 |
| Instant Pot pressure cookers and small appliances | Home, kitchen and Amazon brands | PE-backed | Instant Brands Appliances Centre Lane Partners | 2023 |
| Jarrow Formulas supplements | Pets, baby, beauty and personal care | PE-backed | Vytalogy Wellness New Mountain Capital | 2020 |
| Joseph Abboud menswear | Clothing, shoes and accessories | PE-backed | WHP Global Oaktree Capital Management; Ares Management | 2020 |
| Juicy Couture women's fashion | Clothing, shoes and accessories | PE-backed | Authentic Brands Group General Atlantic; CVC Capital Partners; HPS Investment Partners; Leonard Green & Partners; BlackRock Long Term Private Capital | 2013 |
| K2 skis and snowboards | Outdoor and sporting goods | PE-backed | Elevate Outdoor Collective Kohlberg & Company | 2017 |
| Kidde smoke and CO alarms, fire extinguishers | Home, kitchen and Amazon brands | PE-backed | Kidde Global Solutions Lone Star Funds | 2024 |
| KIKO Milano cosmetics | Pets, baby, beauty and personal care | PE-backed | KIKO S.p.A. L Catterton | 2024 |
| Klarstein kitchen and home appliances | Home, kitchen and Amazon brands | PE-backed | Berlin Brands Group (Chal-Tec GmbH) HPS Investment Partners; Bain Capital | 2024 |
| Lands' End casual apparel | Clothing, shoes and accessories | PE-backed | Lands' End IP joint venture (WHP Global and Lands' End, Inc.) Oaktree Capital Management; Ares Management | 2026 |
| Lane Bryant plus-size women's | Clothing, shoes and accessories | PE-backed | KnitWell Group Sycamore Partners | 2020 |
| Laura Ashley women's fashion and home | Clothing, shoes and accessories | PE-backed | Marquee Brands Neuberger Berman | 2025 |
| Laura Mercier cosmetics | Pets, baby, beauty and personal care | PE-backed | Orveon Global Advent International | 2021 |
| Lee denim | Clothing, shoes and accessories | PE-backed | Authentic Brands Group General Atlantic; CVC Capital Partners; HPS Investment Partners; Leonard Green & Partners; BlackRock Long Term Private Capital | 2026 |
| Lenox dinnerware and giftware | Home, kitchen and Amazon brands | PE-backed | Lenox Corporation Centre Lane Partners | 2020 |
| Life Fitness fitness equipment | Outdoor and sporting goods | PE-backed | Life Fitness KPS Capital Partners | 2019 |
| LiftMaster garage door openers | Home, kitchen and Amazon brands | PE-backed | The Chamberlain Group Blackstone | 2021 |
| LOFT women's fashion | Clothing, shoes and accessories | PE-backed | KnitWell Group Sycamore Partners | 2020 |
| Lucky Brand denim | Clothing, shoes and accessories | PE-backed | Authentic Brands Group General Atlantic; CVC Capital Partners; HPS Investment Partners; Leonard Green & Partners; BlackRock Long Term Private Capital | 2020 |
| Mammut outdoor gear | Outdoor and sporting goods | PE-backed | Mammut Sports Group AG Jacobs Capital | 2021 |
| Marc Jacobs designer | Clothing, shoes and accessories | PE-backed | Marc Jacobs IP joint venture (WHP Global and G-III Apparel Group) Oaktree Capital Management; Ares Management | 2026 |
| Marker ski bindings | Outdoor and sporting goods | PE-backed | Elevate Outdoor Collective Kohlberg & Company | 2017 |
| Milani cosmetics | Pets, baby, beauty and personal care | PE-backed | Milani Cosmetics Gryphon Investors | 2018 |
| Mommy's Bliss baby | Pets, baby, beauty and personal care | PE-backed | Mommy's Bliss Swander Pace Capital | 2021 |
| Muddy hunting stands and blinds | Outdoor and sporting goods | PE-backed | GSM Outdoors Platinum Equity | 2024 |
| myQ smart garage and access | Home, kitchen and Amazon brands | PE-backed | The Chamberlain Group Blackstone | 2021 |
| Natrol supplements | Pets, baby, beauty and personal care | PE-backed | Vytalogy Wellness New Mountain Capital | 2020 |
| Natural Balance pet food | Pets, baby, beauty and personal care | PE-backed | Ethos Pet Brands Nexus Capital Management; L Catterton | 2020 |
| Nautica menswear | Clothing, shoes and accessories | PE-backed | Authentic Brands Group General Atlantic; CVC Capital Partners; HPS Investment Partners; Leonard Green & Partners; BlackRock Long Term Private Capital | 2018 |
| NordicTrack fitness equipment | Outdoor and sporting goods | PE-backed | iFIT Health & Fitness L Catterton | 2022 |
| Oneida flatware and tabletop | Home, kitchen and Amazon brands | PE-backed | Lenox Corporation Centre Lane Partners | 2021 |
| OPI nail care | Pets, baby, beauty and personal care | PE-backed | The Wella Company KKR | 2020 |
| PacSun teen apparel | Clothing, shoes and accessories | PE-backed | Pacific Sunwear of California, LLC Golden Gate Capital | 2016 |
| PAIGE denim | Clothing, shoes and accessories | PE-backed | PAIGE Lion Capital | 2017 |
| Pelican coolers and cases | Outdoor and sporting goods | PE-backed | Pelican Products Platinum Equity | 2021 |
| Penn fishing | Outdoor and sporting goods | PE-backed | Pure Fishing Sycamore Partners | 2019 |
| PetArmor pet supplies | Pets, baby, beauty and personal care | PE-backed | PetIQ Bansk Group | 2024 |
| Petco pet retail | Pets, baby, beauty and personal care | PE-backed | Petco Health and Wellness Company, Inc. CVC Capital Partners; CPP Investments | 2015 |
| PetSmart pet retail | Pets, baby, beauty and personal care | PE-backed | PetSmart BC Partners; Apollo | 2015 |
| Plano tackle storage | Outdoor and sporting goods | PE-backed | Pure Fishing Sycamore Partners | 2021 |
| Primos hunting calls and accessories | Outdoor and sporting goods | PE-backed | Revelyst Strategic Value Partners | 2025 |
| Quiksilver surf apparel | Outdoor and sporting goods | PE-backed | Authentic Brands Group General Atlantic;CVC Capital Partners;HPS Investment Partners;Leonard Green & Partners | |
| rag & bone designer denim | Clothing, shoes and accessories | PE-backed | rag & bone IP joint venture (WHP Global and Guess) Oaktree Capital Management; Ares Management | 2024 |
| Reebok footwear | Clothing, shoes and accessories | PE-backed | Authentic Brands Group General Atlantic; CVC Capital Partners; HPS Investment Partners; Leonard Green & Partners; BlackRock Long Term Private Capital | 2022 |
| Reformation women's fashion | Clothing, shoes and accessories | PE-backed | Reformation Permira | 2019 |
| RoC skincare | Pets, baby, beauty and personal care | PE-backed | RoC Skincare Bridgepoint | 2024 |
| Roxy surf and snow apparel | Outdoor and sporting goods | PE-backed | Authentic Brands Group General Atlantic;CVC Capital Partners;HPS Investment Partners;Leonard Green & Partners | |
| Simms Fishing fly fishing | Outdoor and sporting goods | PE-backed | Revelyst Strategic Value Partners | 2025 |
| SimpliSafe home security systems | Home, kitchen and Amazon brands | PE-backed | SimpliSafe GTCR | 2025 |
| Skechers footwear | Clothing, shoes and accessories | PE-backed | Skechers U.S.A., Inc. 3G Capital | 2025 |
| Snow Peak camping gear | Outdoor and sporting goods | PE-backed | Snow Peak Bain Capital | 2024 |
| Soma intimates | Clothing, shoes and accessories | PE-backed | KnitWell Group Sycamore Partners | 2024 |
| Sperry footwear | Clothing, shoes and accessories | PE-backed | Authentic Brands Group General Atlantic; CVC Capital Partners; HPS Investment Partners; Leonard Green & Partners; BlackRock Long Term Private Capital | 2024 |
| Spyder ski apparel | Outdoor and sporting goods | PE-backed | Authentic Brands Group General Atlantic;CVC Capital Partners;HPS Investment Partners;Leonard Green & Partners | |
| Stealth Cam trail cameras | Outdoor and sporting goods | PE-backed | GSM Outdoors Platinum Equity | 2024 |
| Supergoop! sunscreen | Pets, baby, beauty and personal care | PE-backed | Supergoop Blackstone | 2021 |
| Swanson vitamins and supplements | Pets, baby, beauty and personal care | PE-backed | Swanson Health Products Swander Pace Capital | 2016 |
| Talbots women's fashion | Clothing, shoes and accessories | PE-backed | KnitWell Group Sycamore Partners | |
| TaylorMade golf | Outdoor and sporting goods | PE-backed | TaylorMade Golf Company Centroid Investment Partners | 2021 |
| Ted Baker fashion | Clothing, shoes and accessories | PE-backed | Authentic Brands Group General Atlantic; CVC Capital Partners; HPS Investment Partners; Leonard Green & Partners; BlackRock Long Term Private Capital | 2022 |
| The Vitamin Shoppe supplement retail | Pets, baby, beauty and personal care | PE-backed | The Vitamin Shoppe Kingswood Capital Management; Performance Investment Partners | 2025 |
| Topgolf golf entertainment | Outdoor and sporting goods | PE-backed | Topgolf Leonard Green & Partners | 2026 |
| Torrid plus-size women's | Clothing, shoes and accessories | PE-backed | Torrid Holdings Inc. Sycamore Partners | 2013 |
| Ugly Stik fishing | Outdoor and sporting goods | PE-backed | Pure Fishing Sycamore Partners | 2019 |
| Vera Wang bridal and designer | Clothing, shoes and accessories | PE-backed | WHP Global Oaktree Capital Management; Ares Management | 2025 |
| Volcom surf and snow apparel | Outdoor and sporting goods | PE-backed | Authentic Brands Group General Atlantic;CVC Capital Partners;HPS Investment Partners;Leonard Green & Partners | |
| Vuori activewear | Clothing, shoes and accessories | PE-backed | Vuori, Inc. General Atlantic; Stripes | 2024 |
| Völkl skis | Outdoor and sporting goods | PE-backed | Elevate Outdoor Collective Kohlberg & Company | 2017 |
| Walker's hearing protection | Outdoor and sporting goods | PE-backed | GSM Outdoors Platinum Equity | 2024 |
| Weber grills | Home, kitchen and Amazon brands | PE-backed | Weber Inc. BDT Capital Partners | 2023 |
| Wellness pet food | Pets, baby, beauty and personal care | PE-backed | Wellness Pet Company Clearlake Capital Group | 2020 |
| Werner ladders | Home, kitchen and Amazon brands | PE-backed | ProDriven (formerly WernerCo) Triton | 2017 |
| Whimzees pet treats | Pets, baby, beauty and personal care | PE-backed | Wellness Pet Company Clearlake Capital Group | 2020 |
| Zep cleaning products | Home, kitchen and Amazon brands | PE-backed | Zep Inc. Truelink Capital | 2025 |
| Angry Orange pet odor and stain remover | Home, kitchen and Amazon brands | PE-backed, now lender-controlled | Thrasio Thrasio pre-petition credit facility lenders (Royal Bank of Canada, agent) | 2024 |
| At Home home decor retailer | Home, kitchen and Amazon brands | PE-backed, now lender-controlled | At Home Group Inc. Redwood Capital Management; Farallon Capital Management; Anchorage Capital Advisors | 2025 |
| Beautyrest mattresses | Home, kitchen and Amazon brands | PE-backed, now lender-controlled | Serta Simmons Bedding, LLC Former first-lien lenders (not individually named in sources read) | 2023 |
| Beckham Hotel Collection bed pillows | Home, kitchen and Amazon brands | PE-backed, now lender-controlled | Thrasio Thrasio pre-petition credit facility lenders (Royal Bank of Canada, agent) | 2024 |
| Belk department store | Clothing, shoes and accessories | PE-backed, now lender-controlled | Belk, Inc. KKR; Hein Park Capital Management | 2024 |
| ChomChom pet hair remover | Home, kitchen and Amazon brands | PE-backed, now lender-controlled | Thrasio Thrasio pre-petition credit facility lenders (Royal Bank of Canada, agent) | 2024 |
| Corelle dinnerware | Home, kitchen and Amazon brands | PE-backed, now lender-controlled | Corelle Brands Former Instant Brands term-loan lenders (not named in sources read) | 2024 |
| Hate Stains laundry stain remover | Home, kitchen and Amazon brands | PE-backed, now lender-controlled | Thrasio Thrasio pre-petition credit facility lenders (Royal Bank of Canada, agent) | 2024 |
| J.Crew men's and women's fashion | Clothing, shoes and accessories | PE-backed, now lender-controlled | J.Crew Group Anchorage Capital Group | 2020 |
| kwmobile phone and tablet cases | Home, kitchen and Amazon brands | PE-backed, now lender-controlled | SellerX BlackRock (funds and accounts managed by); Victory Park Capital | 2024 |
| Madewell women's fashion and denim | Clothing, shoes and accessories | PE-backed, now lender-controlled | J.Crew Group Anchorage Capital Group | 2020 |
| Pet Supplies Plus pet retail | Pets, baby, beauty and personal care | PE-backed, now lender-controlled | Fusion Parent LLC Former Franchise Group first-lien lenders (not individually named in sources) | 2025 |
| Petmate pet supplies | Pets, baby, beauty and personal care | PE-backed, now lender-controlled | Petmate (Doskocil Manufacturing Company) Lender group including Gamut Capital Management | 2024 |
| Pyrex bakeware and kitchenware | Home, kitchen and Amazon brands | PE-backed, now lender-controlled | Corelle Brands Former Instant Brands term-loan lenders (not named in sources read) | 2024 |
| Serta mattresses | Home, kitchen and Amazon brands | PE-backed, now lender-controlled | Serta Simmons Bedding, LLC Former first-lien lenders (not individually named in sources read) | 2023 |
| Simmons mattresses | Home, kitchen and Amazon brands | PE-backed, now lender-controlled | Serta Simmons Bedding, LLC Former first-lien lenders (not individually named in sources read) | 2023 |
| Tuft & Needle mattresses | Home, kitchen and Amazon brands | PE-backed, now lender-controlled | Serta Simmons Bedding, LLC Former first-lien lenders (not individually named in sources read) | 2023 |
| ACANA pet food | Pets, baby, beauty and personal care | Not PE, corporate-owned | Champion Petfoods | 2023 |
| All-Clad cookware | Home, kitchen and Amazon brands | Not PE, corporate-owned | Groupe SEB | |
| Arc'teryx outdoor apparel | Outdoor and sporting goods | Not PE, corporate-owned | Amer Sports, Inc. | 2019 |
| Aveda hair care | Pets, baby, beauty and personal care | Not PE, corporate-owned | The Estée Lauder Companies Inc. | |
| Blue Buffalo pet food | Pets, baby, beauty and personal care | Not PE, corporate-owned | General Mills, Inc. | |
| Bowflex fitness equipment | Outdoor and sporting goods | Not PE, corporate-owned | Johnson Health Tech Co., Ltd. | 2024 |
| Brooks Running running footwear | Clothing, shoes and accessories | Not PE, corporate-owned | Brooks Sports, Inc. | |
| Burt's Bees personal care | Pets, baby, beauty and personal care | Not PE, corporate-owned | The Clorox Company | |
| Callaway golf | Outdoor and sporting goods | Not PE, corporate-owned | Callaway Golf Company | |
| Calphalon cookware | Home, kitchen and Amazon brands | Not PE, corporate-owned | Newell Brands | |
| Casper mattresses | Home, kitchen and Amazon brands | Not PE, corporate-owned | Carpenter Co. | |
| Cetaphil skincare | Pets, baby, beauty and personal care | Not PE, corporate-owned | Galderma Group AG | |
| Clarks footwear | Clothing, shoes and accessories | Not PE, corporate-owned | Viva China Holdings Limited | 2023 |
| Coach handbags and accessories | Clothing, shoes and accessories | Not PE, corporate-owned | Tapestry, Inc. | |
| Columbia outdoor apparel | Outdoor and sporting goods | Not PE, corporate-owned | Columbia Sportswear Company | |
| CRAFTSMAN tools | Home, kitchen and Amazon brands | Not PE, corporate-owned | Stanley Black & Decker | |
| Crocs footwear | Clothing, shoes and accessories | Not PE, corporate-owned | Crocs, Inc. | |
| DEWALT power tools | Home, kitchen and Amazon brands | Not PE, corporate-owned | Stanley Black & Decker | |
| Differin acne care | Pets, baby, beauty and personal care | Not PE, corporate-owned | Galderma Group AG | |
| Duluth Trading workwear | Clothing, shoes and accessories | Not PE, corporate-owned | Duluth Holdings Inc. | 2015 |
| Elizabeth Arden beauty and fragrance | Pets, baby, beauty and personal care | Not PE, corporate-owned | Revlon Group Glendon Capital Management; King Street Capital Management; Angelo Gordon; Oak Hill Advisors | 2023 |
| Filson outdoor apparel and bags | Clothing, shoes and accessories | Not PE, corporate-owned | Bedrock Manufacturing Co. | |
| Fruit of the Loom basics and underwear | Clothing, shoes and accessories | Not PE, corporate-owned | Fruit of the Loom, Inc. | |
| Garanimals children's clothing | Clothing, shoes and accessories | Not PE, corporate-owned | Garan Incorporated | |
| GNU snowboards | Outdoor and sporting goods | Not PE, corporate-owned | Mervin Manufacturing | 2026 |
| Hanes basics and underwear | Clothing, shoes and accessories | Not PE, corporate-owned | Gildan Activewear | |
| Helzberg Diamonds jewelry | Clothing, shoes and accessories | Not PE, corporate-owned | Helzberg Diamonds | |
| HEYDUDE footwear | Clothing, shoes and accessories | Not PE, corporate-owned | Crocs, Inc. | |
| Hill's Science Diet pet food | Pets, baby, beauty and personal care | Not PE, corporate-owned | Hill's Pet Nutrition | |
| HOKA running footwear | Clothing, shoes and accessories | Not PE, corporate-owned | Deckers Brands | |
| Hoover vacuums | Home, kitchen and Amazon brands | Not PE, corporate-owned | Techtronic Industries | |
| Hydro Flask drinkware | Outdoor and sporting goods | Not PE, corporate-owned | Helen of Troy Limited | |
| Igloo coolers | Outdoor and sporting goods | Not PE, corporate-owned | Dometic Group AB | 2021 |
| Jos. A. Bank menswear | Clothing, shoes and accessories | Not PE, corporate-owned | Tailored Brands, Inc. Silver Point Capital | 2020 |
| Justin Boots western boots | Clothing, shoes and accessories | Not PE, corporate-owned | Justin Brands | |
| Kate Spade New York handbags and accessories | Clothing, shoes and accessories | Not PE, corporate-owned | Tapestry, Inc. | |
| KitchenAid kitchen appliances | Home, kitchen and Amazon brands | Not PE, corporate-owned | Whirlpool Corporation | |
| Levi's denim | Clothing, shoes and accessories | Not PE, corporate-owned | Levi Strauss & Co. | |
| Lib Tech snowboards | Outdoor and sporting goods | Not PE, corporate-owned | Mervin Manufacturing | 2026 |
| Mattress Firm mattress stores | Home, kitchen and Amazon brands | Not PE, corporate-owned | Somnigroup International | |
| Melissa & Doug toys | Pets, baby, beauty and personal care | Not PE, corporate-owned | Spin Master Corp. | 2024 |
| Men's Wearhouse menswear | Clothing, shoes and accessories | Not PE, corporate-owned | Tailored Brands, Inc. Silver Point Capital | 2020 |
| Milwaukee Tool power tools | Home, kitchen and Amazon brands | Not PE, corporate-owned | Techtronic Industries | |
| Mrs. Meyer's Clean Day household cleaning | Home, kitchen and Amazon brands | Not PE, corporate-owned | S.C. Johnson & Son, Inc. | 2008 |
| Nature Made vitamins | Pets, baby, beauty and personal care | Not PE, corporate-owned | Pharmavite LLC | |
| Nature's Bounty supplements | Pets, baby, beauty and personal care | Not PE, corporate-owned | Nestle Health Science | |
| Nuun hydration supplements | Pets, baby, beauty and personal care | Not PE, corporate-owned | Nestle Health Science | |
| OLAPLEX hair care | Pets, baby, beauty and personal care | Not PE, corporate-owned | Henkel AG & Co. KGaA | 2026 |
| ORIJEN pet food | Pets, baby, beauty and personal care | Not PE, corporate-owned | Champion Petfoods | 2023 |
| Osprey backpacks | Outdoor and sporting goods | Not PE, corporate-owned | Helen of Troy Limited | |
| OXO kitchen tools | Home, kitchen and Amazon brands | Not PE, corporate-owned | Helen of Troy Limited | |
| Pampered Chef kitchen tools (direct sales) | Home, kitchen and Amazon brands | Not PE, corporate-owned | Berkshire Hathaway | |
| Paula's Choice skincare | Pets, baby, beauty and personal care | Not PE, corporate-owned | Unilever PLC | 2021 |
| PetMeds pet pharmacy | Pets, baby, beauty and personal care | Not PE, corporate-owned | PetMed Express, Inc. | |
| Precor fitness equipment | Outdoor and sporting goods | Not PE, corporate-owned | Peloton Interactive, Inc. | 2021 |
| Purina pet food | Pets, baby, beauty and personal care | Not PE, corporate-owned | Nestlé Purina PetCare | |
| Puritan's Pride supplements | Pets, baby, beauty and personal care | Not PE, corporate-owned | Nestle Health Science | |
| Purple mattresses | Home, kitchen and Amazon brands | Not PE, corporate-owned | Purple Innovation, Inc. | |
| Revlon cosmetics | Pets, baby, beauty and personal care | Not PE, corporate-owned | Revlon Group Glendon Capital Management; King Street Capital Management; Angelo Gordon; Oak Hill Advisors | 2023 |
| Rubbermaid food storage and household | Home, kitchen and Amazon brands | Not PE, corporate-owned | Newell Brands Inc. | |
| Salomon hiking footwear and skis | Outdoor and sporting goods | Not PE, corporate-owned | Amer Sports, Inc. | 2019 |
| Seventh Generation household cleaning | Home, kitchen and Amazon brands | Not PE, corporate-owned | Unilever PLC | 2016 |
| Skullcandy headphones | Home, kitchen and Amazon brands | Not PE, corporate-owned | Bose Corporation | 2026 |
| Smartwool socks and base layers | Outdoor and sporting goods | Not PE, corporate-owned | V.F. Corporation | |
| Solgar supplements | Pets, baby, beauty and personal care | Not PE, corporate-owned | Nestle Health Science | |
| Tempur-Pedic mattresses | Home, kitchen and Amazon brands | Not PE, corporate-owned | Somnigroup International | |
| The Container Store storage and organization retailer | Home, kitchen and Amazon brands | Not PE, corporate-owned | The Container Store Group, Inc. Golub Capital; LCM Asset Management; Glendon Capital Management | 2025 |
| The Ordinary skincare | Pets, baby, beauty and personal care | Not PE, corporate-owned | DECIEM | |
| Thorne supplements | Pets, baby, beauty and personal care | Not PE, corporate-owned | The Procter & Gamble Company | 2026 |
| Titleist golf | Outdoor and sporting goods | Not PE, corporate-owned | Acushnet Holdings Corp. | |
| Tupperware food storage | Home, kitchen and Amazon brands | Not PE, corporate-owned | Party Products LLC Stonehill Capital Management; Alden Global Capital | 2024 |
| UGG footwear | Clothing, shoes and accessories | Not PE, corporate-owned | Deckers Brands | |
| Windex household cleaning | Home, kitchen and Amazon brands | Not PE, corporate-owned | S.C. Johnson & Son, Inc. | 1992 |
| Wrangler denim and workwear | Clothing, shoes and accessories | Not PE, corporate-owned | Kontoor Brands, Inc. | |
| Yankee Candle candles and home fragrance | Home, kitchen and Amazon brands | Not PE, corporate-owned | Newell Brands | |
| YETI coolers and drinkware | Outdoor and sporting goods | Not PE, corporate-owned | YETI Holdings, Inc. | 2018 |
| Ziploc food storage bags | Home, kitchen and Amazon brands | Not PE, corporate-owned | S.C. Johnson & Son, Inc. | 1998 |
| Fullstar vegetable choppers and kitchen tools | Home, kitchen and Amazon brands | VC-backed, not PE | Essor The Raine Group; Premji Invest; Target Global; Declaration Partners; BlackRock (funds and accounts managed by); Victory Park Capital; General Catalyst; Khosla Ventures | 2024 |
| Hydrow connected fitness | Outdoor and sporting goods | VC-backed, not PE | Hydrow, Inc. L Catterton; Constitution Capital | 2020 |
| Iron Flask water bottles and drinkware | Home, kitchen and Amazon brands | VC-backed, not PE | Essor The Raine Group; Premji Invest; Target Global; Declaration Partners; BlackRock (funds and accounts managed by); Victory Park Capital; General Catalyst; Khosla Ventures | 2024 |
| OTOTO kitchen gadgets | Home, kitchen and Amazon brands | VC-backed, not PE | Essor The Raine Group; Premji Invest; Target Global; Declaration Partners; BlackRock (funds and accounts managed by); Victory Park Capital; General Catalyst; Khosla Ventures | 2024 |
| Tonal connected fitness | Outdoor and sporting goods | VC-backed, not PE | Tonal Systems, Inc. Dragoneer Investment Group; L Catterton; Sapphire Ventures; Cobalt Capital | 2021 |
| Ace Hardware hardware stores | Home, kitchen and Amazon brands | No known PE ties | Ace Hardware Corporation | |
| BISSELL vacuums and carpet cleaners | Home, kitchen and Amazon brands | No known PE ties | BISSELL Inc. | |
| Burton snowboards | Outdoor and sporting goods | No known PE ties | Burton Snowboards | 1977 |
| Carhartt workwear | Clothing, shoes and accessories | No known PE ties | Carhartt, Inc. | 1889 |
| Char-Broil grills | Home, kitchen and Amazon brands | No known PE ties | W.C. Bradley Co. | |
| Dansko clogs and footwear | Clothing, shoes and accessories | No known PE ties | Dansko Holdings, Inc. | 2012 |
| Darn Tough socks | Outdoor and sporting goods | No known PE ties | Cabot Hosiery Mills, Inc. | 1995 |
| Dr. Bronner's soap and personal care | Pets, baby, beauty and personal care | No known PE ties | Dr. Bronner's | |
| Eileen Fisher women's fashion | Clothing, shoes and accessories | No known PE ties | EILEEN FISHER, Inc. | 2006 |
| Fromm pet food | Pets, baby, beauty and personal care | No known PE ties | Fromm Family Foods | 1904 |
| Gorilla Glue adhesives and tape | Home, kitchen and Amazon brands | No known PE ties | The Gorilla Glue Company | 1999 |
| Harbor Freight tools | Home, kitchen and Amazon brands | No known PE ties | Harbor Freight Tools USA, Inc. | 1999 |
| Huda Beauty cosmetics | Pets, baby, beauty and personal care | No known PE ties | Huda Beauty | 2025 |
| Klein Tools hand tools | Home, kitchen and Amazon brands | No known PE ties | Klein Tools | 1857 |
| KUIU hunting apparel | Outdoor and sporting goods | No known PE ties | KUIU | 2025 |
| L.L.Bean outdoor apparel and gear | Outdoor and sporting goods | No known PE ties | L.L.Bean, Inc. | 1912 |
| Le Creuset cookware | Home, kitchen and Amazon brands | No known PE ties | Le Creuset | 1988 |
| Lodge Cast Iron cast-iron cookware | Home, kitchen and Amazon brands | No known PE ties | Lodge Manufacturing Company | 1896 |
| Miele appliances | Home, kitchen and Amazon brands | No known PE ties | Miele & Cie. KG | 1899 |
| New Balance athletic footwear | Clothing, shoes and accessories | No known PE ties | New Balance Athletics, Inc. | 1972 |
| Nordstrom department store | Clothing, shoes and accessories | No known PE ties | Nordstrom, Inc. | 2025 |
| NOW Foods supplements | Pets, baby, beauty and personal care | No known PE ties | NOW Health Group, Inc. | 1968 |
| Orvis fly fishing | Outdoor and sporting goods | No known PE ties | The Orvis Company | 1965 |
| OtterBox phone cases | Home, kitchen and Amazon brands | No known PE ties | Otter Products, LLC | 1998 |
| Patagonia outdoor apparel | Outdoor and sporting goods | No known PE ties | Patagonia, Inc. | 2022 |
| Paul Mitchell hair care | Pets, baby, beauty and personal care | No known PE ties | John Paul Mitchell Systems | 1980 |
| Pendleton wool apparel and blankets | Clothing, shoes and accessories | No known PE ties | Pendleton Woolen Mills | 1909 |
| Pit Boss pellet grills | Home, kitchen and Amazon brands | No known PE ties | W.C. Bradley Co. | |
| Red Wing work boots | Clothing, shoes and accessories | No known PE ties | Red Wing Shoe Company | 1919 |
| REI outdoor retailer | Outdoor and sporting goods | No known PE ties | Recreational Equipment, Inc. (REI Co-op) | 1938 |
| Specialized bicycles | Outdoor and sporting goods | No known PE ties | Specialized Bicycle Components, Inc. | 1974 |
| Taste of the Wild pet food | Pets, baby, beauty and personal care | No known PE ties | Diamond Pet Foods (Schell & Kampeter, Inc.) | 2007 |
| Trek bicycles | Outdoor and sporting goods | No known PE ties | Trek Bicycle Corporation | 1976 |
| True Value hardware stores | Home, kitchen and Amazon brands | No known PE ties | Do it Best Corp. | 2024 |
| Vitamix blenders | Home, kitchen and Amazon brands | No known PE ties | Vita-Mix Corporation | 1921 |
| Vortex Optics optics | Outdoor and sporting goods | No known PE ties | Vortex Optics |
Missing a brand, or is one wrong? Tell us, with a source if you have one.