**Meridian Outdoor Co. — Business Plan**

FY2026 Strategic Plan

**Table of Contents**

Meridian Outdoor Co. — Business Plan .........................................................................................1FY2026 Strategic Plan.................................................................................................................1Table of Contents.............................................................................................................................2

1. Executive Summary.....................................................................................................................3
1. Company Overview.....................................................................................................................3
1. Mission ..................................................................................................................................3
1. History...................................................................................................................................3
1. Products & Services.....................................................................................................................3
3.1 Product Categories.................................................................................................................3

1. Market Analysis...........................................................................................................................4
1. Target Market ........................................................................................................................4
1. Competitive Landscape .........................................................................................................4
1. Financial Projections ...................................................................................................................4
1. Team............................................................................................................................................5
1. Appendix......................................................................................................................................5
1. **Executive**** Summary**
Meridian Outdoor Co. is a direct-to-consumer outdoor apparel and gear brand serving thru- hikers, backcountry travelers, and weekend adventurers. This plan outlines our strategy for fiscal year 2026, a year in which we expect to grow revenue by forty percent, expand into three new retail categories, and launch our sustainability certification program.

Our competitive advantage rests on three pillars: field-tested product design, a vertically integrated supply chain, and a community-first marketing model that reduces customer acquisition costs by thirty-eight percent compared to industry benchmarks. The combination gives us room to invest in durability and repairability without sacrificing margin.

Key highlights:

- Projected FY2026 revenue of $12.2M, up from $8.7M in FY2025.
- Launch of the Trailhead Pro apparel line in Q2 2026.
- Expansion into two new international markets: Canada and the United Kingdom.
- Sustainability certification for eighty percent of the product catalog.
1. **Company**** Overview**
1. ***Mission***
To build outdoor gear our customers trust on the hardest miles of the trail — gear that lasts, repairs cleanly, and returns to the earth at the end of its life.

1. ***History***
1. 2018 — Company founded in Bend, Oregon by two former REI product designers.
1. 2019 — First product line ships: the Meridian Pack 40L backpack.
1. 2021 — $2M seed round closed; warehouse operations moved in-house.
1. 2023 — Crossed $5M in annual revenue; launched the field-repair program.
1. 2025 — Opened flagship retail store in Portland; began sustainability audit.
1. **Products**** & Services**
***3.1 Product Categories***

Our FY2026 catalog spans backpacks, footwear, apparel, outerwear, and cooking gear. The table below summarizes our flagship SKUs for the coming year.


| SKU | Product | Category | MSRP |
| --- | --- | --- | --- |
| MP-040 | Meridian Pack 40L | Backpack | $189.00 |
| MP-065 | Meridian Pack 65L | Backpack | $249.00 |
| TB-010 | Trailhead Boot | Footwear | $219.00 |
| CP-002 | Canyon Pant | Apparel | $129.00 |
| SS-001 | Summit Shell | Outerwear | $299.00 |
| CK-003 | Coalfire Kit | Cooking | $69.00 |



1. **Market**** Analysis**
1. ***Target****** Market***
We serve three customer segments, each with distinct purchase patterns and price sensitivities.

- Thru-hikers — multi-week backpackers who prioritise weight, repairability, and durability over brand recognition.
- Weekend adventurers — families and young professionals who hike two to five trips per year and value comfort and convenience.
- Technical guides — industry professionals who require gear that can be serviced in the field and carry a reputation built on long-term reliability.
1. ***Competitive****** Landscape***
The outdoor gear market is crowded but fragmented. Our three primary competitors each hold a narrow positioning that leaves room for a brand optimizing for durability across price tiers.


| Competitor | Positioning | Weakness |
| --- | --- | --- |
| Alpinista | Premium technical gear | High price point, limited catalog |
| Basecamp Co. | Mass-market durability | Inconsistent quality control |
| Ridgeline | Ultralight specialists | Narrow product mix; no apparel |

1. **Financial**** Projections**
The following four-year projection assumes the launch of Trailhead Pro in Q2 2026 and the opening of two international markets in Q4 2026. Gross margin expansion reflects supplier consolidation and a shift toward in-house manufacturing for core SKUs.


| Metric | FY2024 | FY2025 | FY2026 | FY2027 |
| --- | --- | --- | --- | --- |
| Revenue | $6.0M | $8.7M | $12.2M | $16.8M |



| Gross margin | 52% | 55% | 57% | 58% |
| --- | --- | --- | --- | --- |
| Op. income | $0.6M | $1.2M | $2.1M | $3.4M |
| Employees | 24 | 38 | 54 | 72 |



1. **Team**
Our leadership team combines outdoor industry experience with operational and financial discipline.

- Elena Márquez — Chief Executive Officer
- Jonas Park — Chief Financial Officer
- Priya Raman — Head of Product
- Tomás Ortega — Director of Operations
- Siri Nakamura — Head of Sustainability
1. **Appendix**
Supporting materials are available at the following locations: [Sustainability whitepaper](https://example.com/meridian/sustainability)

[Supply chain audit (2025)](https://example.com/meridian/audit-2025)

[Product catalog (PDF)](https://example.com/meridian/catalog-fy2026)