Storyteller Overland Announces Acquisition of TAXA Outdoors – RVBusiness – Breaking RV Industry News
BIRMINGHAM, Ala. – Storyteller Overland, a pioneering adventure lifestyle brand and best in class manufacturer of Class B RV Adventure Vans and off-grid expedition vehicles, today announced its acquisition of TAXA Outdoors, an innovative manufacturer of lightweight, highly versatile camping habitats and overlanding utility trailers. This strategic acquisition marks a significant milestone for both companies and reinforces their shared commitment to providing full range of solutions for their growing community of lifelong adventurers.
Inspired by its founders’ roots in NASA habitat design and space architecture, TAXA has gained acclaim for its distinctive, “Otherworldly” approach to form and function. TAXA offers adventurers a range of versatile, lightweight towable solutions that are capable of traversing rugged terrain while also providing a comfortable, stylish mobile base camp experience.
By fusing TAXA’s expertise with Storyteller Overland’s innovative approach to motorized adventure vehicle design, exceptional dealer sales & service network, and deep commitment to fostering community engagement, the combined entity will empower new generations of underserved and underrepresented customers to elevate their experiences and pursue their passions in the outdoors.
The alliance of Storyteller Overland and TAXA positions Storyteller as the most comprehensive and forward thinking, independent outdoor lifestyle and recreational vehicle company in the industry. As a fully integrated and aligned portfolio of active interest and adventure lifestyle oriented brands, this combination results in a unique customer journey and value added ecosystem offering solutions ranging from: a curated peer-to-peer rental technology platform (GoCamp), to market leading lifestyle gear and vehicle accessories for DIY and OEM customers (Flarespace), to best-in-class, turnkey adventure vehicles and expedition rigs on a variety of OEM chassis (Storyteller Overland / Global Expedition Vehicles / GXV), and now innovative, lightweight towables and mobile human habitats (TAXA).
As part of this acquisition, Neil Grimmer, a proven entrepreneur and leader of consumer brands, will assume the role of CEO at TAXA. Grimmer co-founded Plum Organics in 2007, a company that quickly became the recognized category leader in the organic nutrition and baby food market. Under his leadership as CEO, Plum Organics grew rapidly, earning accolades for its pioneering approach to quality nutrition and sustainability. After selling Plum Organics to Campbell’s, Grimmer went on to launch and lead a series of successful consumer lifestyle brands, ultimately landing him the role as the first Global Brand President for Harley-Davidson in 2019. With his unique experience that spans from health & wellness to consumer branding and high-quality design and manufacturing, TAXA Outdoors will be poised to continue its legacy of innovation and excellence in the outdoor industry. In addition, Grimmer will serve as the Chief Strategy Officer of Storyteller Overland responsible for shaping and executing the company’s long-term strategic vision for its burgeoning adventure lifestyle ecosystem.
“We are stoked to welcome Neil Grimmer and the TAXA team along with their loyal owner community into the Storyteller Overland galaxy,” said Jeffrey Hunter, CEO of Storyteller Overland. “Both of our companies share a passion for inspiring and equipping individuals to boldly explore and expand their horizons and connect more deeply with our growing community of adventurers around the globe. This acquisition represents a natural alignment of the vision, values, and vibes that support those passions. For us, all of this is yet another giant leap forward to help more people live free, explore endlessly, and tell better stories.”
“It’s an honor to lead TAXA Outdoors into the future and carry on the tradition of being a design-led company, advancing its legacy by trailblazing new habitats and experiences, communing with nature and connecting people with those they love. With the support of Storyteller, TAXA Outdoors customers and dealers can expect full and uninterrupted support for existing products, as well as the introduction of exciting new offerings that leverage the combined expertise of all companies in the Storyteller galaxy of brands,” said Grimmer.
The acquisition of TAXA Outdoors was closed in connection with a significant investment from L Catterton, RX3, Wheelhouse, and Virentes. Burr & Forman LLP served as legal counsel to Storyteller, and Barack Ferrazzano Kirschbaum & Nagelberg LLP represented L Catterton.
