In an outdoor industry often driven by short-term trends and transactional deals, Chris Macaulay, CEO of Killara Outdoors, is taking a radically different approach: building brands for the next generation — with purpose, conviction, and staying power.

“We’re not chasing fads,” Macaulay says. “We’re scaling brands that actually stand for something. When you get the brand right and the operations right, that’s when long-term value is created.”

That belief is more than a philosophy. It’s the operational framework behind Killara Outdoors — a national platform company helping iconic and emerging outdoor brands scale with integrity.

Purpose Isn’t a Buzzword — It’s a Competitive Advantage

At Killara, brand purpose isn’t viewed as a marketing tactic. It’s core to how the company evaluates acquisitions, aligns teams, and builds growth strategies across its portfolio.

“We don’t acquire brands to overhaul them,” Macaulay explains. “We identify what made them authentic in the first place — then build systems around that authenticity so it can scale.”

This approach has positioned Killara as one of the few holding groups in the outdoor space willing to trade speed for substance. Under Macaulay’s leadership, the platform has implemented centralized infrastructure — from logistics and media to manufacturing and data systems — designed to empower, not erase, the essence of each brand.

“Our goal is to protect what makes these brands special,” he says. “Then give them the tools to grow responsibly.”

Built to Last — Not to Flip

In contrast to private equity-backed rollups focused on short-term returns, Killara is intentionally structured to support enduring growth. Macaulay has steered the company to focus on category leadership, disciplined operations, and team alignment — rather than quick exits.

“We build for legacy, not liquidity events,” Macaulay says. “That means we invest in people, systems, and values. When you do that, scale becomes a byproduct — not the goal.”

This long-view leadership style has made Killara a magnet for mission-driven founders who want to grow without compromising their identity. Since 2023, the company has rapidly expanded its national presence while maintaining the brand integrity that drew consumers in the first place.

“Founders come to Killara because they want a partner who gets it,” says one portfolio executive. “Chris understands both the heart and the mechanics of a brand — and he’s building a platform that reflects that.”

A New Model for Modern Brand Building

Macaulay’s leadership represents a new breed of executive — one who blends brand instinct, operational rigor, and long-term strategy. His ability to lead cross-functional growth across multiple portfolio companies has drawn attention from investors, retailers, and partners across the U.S.

“We’re setting a new standard,” Macaulay says. “You don’t have to sell out to scale up. There’s a better way — and we’re proving it every day.”

Interested in building with purpose?

Killara Outdoors partners with founders, operators, and investors who want to scale meaningful brands. Visit killara.com to learn more or pitch your brand to join the platform.