In this episode of Business Ninjas, host Andrew Lippman sits down with Andrew Murray, Senior Director of Pattern and Product Development at Realtree. Dive into the story behind the world’s leading branded camouflage company, from its humble beginnings in 1986 to becoming a licensing powerhouse with over 2,000 partners.
Discover how Realtree’s innovative camouflage designs and bold marketing strategies, like pioneering outdoor TV shows and creating "Monster Bucks" DVDs, cemented its spot at the top. Learn how the company balances a 90% focus on licensing with a growing direct-to-consumer segment, and how it navigated the pandemic’s impact on the outdoor industry.
Andrew Murray shares insights into Realtree’s product development, including their library of 54 unique patterns and the shifting trends in the camouflage market. Hear about the healthy competition in the photorealistic camo space and the challenges of translating intricate designs onto different fabrics.
Looking ahead, Realtree is gearing up for its 40th anniversary in 2026, with exciting plans for expansion while staying true to its core values. Whether you’re in the outdoor industry or just love a good business story, this episode is packed with valuable takeaways.
Learn more and connect with REALTREE:
https://realtree.com/
https://www.facebook.com/Realtree
https://x.com/realtree
https://www.youtube.com/user/RealtreeOutdoors
https://www.pinterest.com/realtree/
https://www.instagram.com/realtreeoutdoors/
https://www.linkedin.com/company/realtree/
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