Innovation isn’t optional in today’s outdoor market. It’s essential.

That’s the perspective of Chris Macaulay, CEO of Killara Outdoors, who believes innovation must be embedded into every layer of brand building—from product development and customer experience to digital media and logistics.

“Every category is crowded,” Macaulay says. “If you’re not thinking five years ahead, you’re already behind.”

Since 2023, Macaulay has been leading Killara’s transformation into one of the outdoor industry’s most dynamic platform companies. With a focus on disciplined growth and long-term brand equity, he’s built a system that empowers founder-led businesses to evolve—not just scale.

Innovation as Strategy

At Killara, innovation isn’t treated as a campaign or department. It’s a way of operating.

“We want our brands to be first or best—but never forgotten,” Macaulay says.

To support that, Killara has institutionalized innovation across its portfolio. The company allocates capital specifically for R&D and new product development. It builds customer feedback loops that fuel constant iteration. And it maintains an in-house content and media team designed to test and refine messaging in real time.

This infrastructure ensures brands under the Killara umbrella are not only reacting to trends, but setting them.

“We’re not chasing fads,” says Macaulay. “We’re creating future classics.”

A Culture of Experimentation

Part of Killara’s success lies in its willingness to test, refine, and repeat. Whether through product trials, content formats, or retail pilots, the company maintains an agile mindset while still enforcing long-term discipline.

“It’s not innovation for the sake of novelty,” Macaulay explains. “It’s innovation tied to real customer insight, real performance data, and real operational execution.”

This mindset is now shaping a new generation of outdoor brands—companies that are creative, competitive, and built to endure.

About Killara Outdoors

Killara Outdoors is a multi-brand platform company supporting the next generation of outdoor brands through centralized infrastructure, operational support, and long-term brand strategy. With teams in Texas, Colorado, and Hong Kong, Killara helps founder-led businesses scale with discipline, creativity, and purpose. Learn more at killara.com.

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