Hydration equipment manufacturer CamelBak has completed its transition to a dealer-direct and direct-to-consumer sales model in the UK, marking a strategic shift aimed at strengthening retailer relationships, improving service delivery and supporting long-term growth in one of Europe’s key outdoor recreation markets.
The transition, finalised in January 2026, sees parent company Revelyst assume direct responsibility for sales, distribution and brand development across the UK. The move forms part of a broader multichannel strategy introduced following Revelyst’s creation in October 2023, when it was established after the separation of the Kinetic Group from Vista Outdoor.
The dealer-direct approach enables CamelBak to work more closely with retailers while expanding its direct engagement with consumers, a shift the company says will create a more consistent and responsive experience across its sales channels.
Revelyst has already implemented similar operational transitions for several of its other brands, including Fox Racing, Giro Sport Design and Bell Helmets. The company said those changes had helped strengthen brand positioning and operational efficiency, laying the groundwork for CamelBak’s UK transition.
As part of the shift, UK logistics and fulfilment will be supported by an established 5,000 square metre distribution centre operated by a third-party logistics provider. The facility already services Revelyst’s existing brands in the UK and is expected to improve delivery speeds, product availability and scalability.
The company has also rolled out the model in France, supported by a European distribution hub, signalling a wider effort to build a unified operational platform across key European markets.
Industry analysts note that dealer-direct strategies have become increasingly common among global consumer brands seeking greater control over pricing, inventory and customer experience, particularly as ecommerce and omnichannel retail continue to reshape buying patterns.
Revelyst said the new structure will give UK retailers direct access to CamelBak’s full recreational product portfolio, including new releases and limited-edition items, while also improving communication channels and technical support. UK-based warehousing will allow faster replenishment cycles and more reliable service standards, which are critical factors for independent retailers competing in a highly seasonal and competitive outdoor market.
Jeff McGuane, Adventure Sports President at Revelyst, said the transition reflects the company’s long-term investment in strengthening its UK presence.
“Moving to a customer-centric model is a significant step in bringing CamelBak’s world-class design and innovation closer to the UK market,” said Jeff McGuane. “We value the relationships we’ve built with our partners over the years, and this change reflects our commitment to delivering a more tailored, engaging experience for both retailers and consumers.”
The strategic shift comes at a time when outdoor recreation brands are increasingly focused on tightening supply chains and improving margins by reducing reliance on intermediaries. Direct models can provide better data insights, closer retailer collaboration and more flexibility in responding to demand trends.
Alongside the operational changes, CamelBak is introducing an updated visual identity in the UK. The refreshed branding is designed to reflect the company’s future direction while maintaining its performance-focused heritage, and will be rolled out across retail, digital and marketing channels.
Revelyst said the UK remains a priority growth market, supported by strong participation in cycling, hiking and outdoor activities. By managing distribution locally and integrating logistics, sales and marketing functions, the company aims to deepen market penetration and increase competitiveness.
Retail partners are expected to benefit from improved access to inventory and product launches, while consumers will see faster availability of new designs and expanded purchasing options through both physical retailers and digital platforms.
The company said further developments are planned in the coming months as it expands its UK retail network and continues to refine its customer engagement strategy.
The transition underscores a broader shift in the sporting goods sector, as brands seek greater operational control and closer connections with end markets. For CamelBak and Revelyst, the success of the dealer-direct model in the UK may serve as a template for continued expansion across Europe.
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