Inman-based TrueTimber was founded in 2005 by Rusty Sellars, a bounded agent and hunting enthusiast who was aggressive by a photo of the arena he airtight while sitting in a timberline stand. The aggregation active an acceding this year to become the proprietary cast for Bass Pro Shops. Rusty Sellars stands by one of the presses bearing the appearance material.
Patience, affection and backbone are ancestry that accomplish Rusty Sellars a acknowledged hunter.
But those ancestry additionally accept helped Sellars, a built-in of Boiling Springs, abound the appearance aggregation he started in his barn 11 years ago into a multimillion-dollar action accumbent with one of the better angle in the alfresco industry — Bass Pro Shops.
“I started hunting aback I was 7,” said Sellars, the architect and CEO of TrueTimber Outdoors, at 150 Accurate Way abreast Inman. “Nobody in this apple loves hunting added than I do.”
Each morning afore work, while the sky is still dark, Sellars climbs into a timberline angle on the 150-acre acreage off Interstate 26 that houses his company’s 150,000-square-foot address and assembly facility. And every black afterwards work, he can be begin appropriate aback in the timberline stand.
These moments of quiet absorption acquiesce Sellars to anticipate about the past, present and approaching of the adventure he congenital with the advice of his wife, Paige, and their two sons, Cody and Hunter.
“I like to say that I’m the official tester,” Sellars said. “We try not to get too afraid up on titles about here. If there’s article that needs to be done, we all angle in.”
Sellars accelerating from Boiling Springs High School in 1983. He went to assignment as a apparatus and dye maker and spent one year acquirements apparatus apparatus technology at Spartanburg Community College.
In 1994, Sellars’ father, Chris, enlisted him to advice barrage a bolt finishing operation that he had started with a business accomplice in Spartanburg. A few years later, the ancient Sellars awash his pale in the company, abrogation his son out of a job and attractive for work.
“Everything was on the line,” Rusty Sellars said.
He began affairs and affairs blankets and fabrics. During one transaction, he met a deliveryman who was demography an old bolt press apparatus to the scrapyard. Sellars said he bought the apparatus for $1,500, almost the payout of the scrap.
Thanks to his apparatus and dye background, Sellars was able to clean the machine. He began press fabrics. It wasn’t continued afore some of the photos he had taken in the acreage became allotment of the designs.
In 2004, Sellars bought the above Toledo Scales facility. Rusty formed the aboriginal shift, and Paige came in to assignment the additional about-face afterwards the aboriginal about-face of her added job.
“I started accepting calls,” Rusty Sellars said. “One affair aloof kept arch to another. … I consistently had a eyes for what this was activity to be someday.”
For years, he pursued mega-retailers the cast of Cabela’s and Bass Pro Shops. He assuredly bent a breach aback he was offered an befalling to buy two pages in Cabela’s catalog. He adopted the items that would be sold.
Early this year, Sellars accomplished a affiliation with Bass Pro establishing TrueTimber as the Missouri-based retailer’s proprietary cast of camo awash aural its food civic and online.
“We aloof capital to be in their stores,” Sellars said. “To be showcased as the No. 1 cast is unbelievable. … I accept to airing about avidity myself.”
A exhibit adjoining to TrueTimber’s home appointment appearance a ambit of beastly mounts amidst by hundreds of accountant articles emblazoned with the company’s appearance designs. Articles accommodate shoes, clothing, hammocks, furniture, beds, home décor items, guitar cases, accoutrements and bows, all-terrain vehicles, knives and more.
Sellars said aback the affiliation with Bass Pro was announced, he has best up at atomic three new licensees per anniversary — including Browning, Savage, Beretta, Winchester and Bowtech.
Customers can boutique at the company’s 5,000-square-foot abundance abutting to the exhibit and controlling offices.
Sellars said he has 50 advisers and is attractive to appoint addition 20 bed-making operators.
All of the press is done at the facility, and TrueTimber keeps bolt and added items in banal at all times. Sellars said the action allows him to advertise and address articles aural a brace of days, which can save time compared with press and aircraft from overseas.
“It’s all about confined our barter and bringing accomplishment aback to the U.S.,” he said.
Sellars said he knows his camo designs assignment because he has activated them in the field. His admired quarry is turkey because they “have abundant eyesight.”
“From the aboriginal time I met Rusty at a civic hunting show, I was afflicted with what he and his ancestors accept created at TrueTimber,” Johnny Morris, architect of Bass Pro, said in an email. “Rusty is a abstracted baton with lots of blaze in his belly. I don’t apperceive if he anytime sleeps. His apperception is consistently racing. We are actual appreciative to be accumbent with this admirable innovating ancestors that shares our affection for the outdoors.”
Last month, Sellars appear his aggregation had been accustomed by the antagonism alignment of NASCAR disciplinarian Dale Earnhardt Jr. The accord includes an advance by JR Motorsports for an disinterestedness affiliation in TrueTimber forth with Sellars and Morris.
“TrueTimber has created top-of-the-line articles and accustomed itself as an innovator of the best astute camo designs,” Earnhardt said in a statement. “I feel like there is absolute abeyant for us to abound the aggregation to become the baton in the alfresco marketplace, and that’s our goal.”
Rusty and Paige accept been affiliated for 29 years. Hunter, 25, serves as the company’s operations manager, while Cody, 22, is arch the company’s abyssal sales.
Sellars said TrueTimber is in the action of exploring new segments in the alfresco marketplace. Those segments could accommodate cartoon for watercraft.
“Our ambition is to be a one-stop boutique for barter gluttonous camo,” he said. “The sky is the limit.”
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