Last checked Oct 6, 2026
True Timber Outdoors Holding Company, LLC (TrueTimber)truetimber.comTrue Timber Outdoors Holding Company, LLC (TrueTimber) is not currently listed as private-equity-owned.
Ownership & Acquisition History
TrueTimber does not appear to be currently controlled by a private equity firm; it appears to be privately held and led by CEO/founder Rusty Sellars, with strategic partners mentioned (Johnny Morris and Dale Earnhardt Jr.) rather than a PE sponsor.
Notes
- TrueTimber’s official “About Us” page describes the company’s origin story and states that “TrueTimber Camo was born” in 2005, identifying CEO Rusty Sellars and providing the early location details including a 1996 facility purchase in Boiling Springs, SC.
- TrueTimber’s Terms of Use identifies the operating entity as “True Timber Outdoors Holding Company, LLC,” supporting the legal/operating company name.
- A TrueTimber press-release page (“Expanded Lineup of High-Performance Fishing Shirts”) states “Founded in 2005” and that TrueTimber is based in Inman, South Carolina (current HQ), supporting the 2005 founding year (brand/company).
- Dun & Bradstreet’s company profile lists Rusty Sellars as the key principal for True Timber Outdoors, Inc., supporting founder/management control context and no mention of PE ownership.
- No reputable sources found indicating a private equity sponsor or PE-controlled parent currently owning TrueTimber. The sources reviewed emphasize founder/management leadership and partnerships rather than PE ownership.
Sources
- About Us | TrueTimber®
TrueTimber (company website) - Founding story, founder/CEO (Rusty Sellars), early operations location (Boiling Springs, SC), and that “TrueTimber Camo was born” in 2005; also mentions partners (Johnny Morris; Dale Earnhardt Jr.).
- Terms Of Use And Community Guidelines | TrueTimber®
TrueTimber (company website) - Identifies the legal entity operating the site/services as True Timber Outdoors Holding Company, LLC.
- TrueTimber® Announces an Expanded Lineup of High-Performance Fishing Shirts
TrueTimber (company website) - States TrueTimber was founded in 2005 and is based in Inman, South Carolina (current HQ).
- True Timber Outdoors, Inc. Company Profile | Dun & Bradstreet
Dun & Bradstreet - Lists Rusty Sellars as key principal; provides address and website.
- TrueTimber logo image (white)
TrueTimber (company website) - Direct URL for current TrueTimber logo image.
- https://www.sec.gov/Archives/edgar/data/864749/000086474924000093/trmb-20240416.htm
Web search - Consulted by the research agent
- https://truetimber.com/
Web search - Consulted by the research agent
- https://www.privco.com/company/truetimber-arborists
Web search - Consulted by the research agent
- https://www.bbb.org/us/va/richmond/profile/tree-service/truetimber-arborists-0603-6000389
Web search - Consulted by the research agent
- https://www.crunchbase.com/organization/true-timber
Web search - Consulted by the research agent
- https://www.cbinsights.com/company/truetimber
Web search - Consulted by the research agent
- https://thevirginiaworker.com/2024/06/08/3519/
Web search - Consulted by the research agent
Ownership FAQ
Is True Timber Outdoors Holding Company, LLC (TrueTimber) owned by private equity?
No. True Timber Outdoors Holding Company, LLC (TrueTimber) does not currently appear to be private-equity-owned.
Who owns True Timber Outdoors Holding Company, LLC (TrueTimber)?
Privately held (controlled by management/founders; public information shows CEO Rusty Sellars and describes partners including Johnny Morris and Dale Earnhardt Jr.; no evidence of current controlling ownership by a private equity sponsor)
When was True Timber Outdoors Holding Company, LLC (TrueTimber) last checked?
This page was last checked on Oct 6, 2026.