Columbus-based W.C. Bradley Company buys grill company to boost outdoor living

W.C. Bradley Co.’s acquisition of the grill manufacturer Dansons US LLC last month was part of a larger strategy to grow the company’s footprint in outdoor living.

The Columbus-based company acquired Dansons June 7 bringing together grilling and outdoor living brands such as Char-Broil, TIKI, Pit Boss and Louisiana Grills. Char-Broil and Pit Boss are two of the top 15 outdoor cooking brands, according to reporting by CookOut News, with Char-Broil accounting for almost 30% of the market share in 2022.

W.C. Bradley developed Tom Penner, who was already an executive at Char-Broil, to succeed Mark Werner as president of Char-Broil, W.C. Bradley CEO James Hillenbrand told the Ledger-Enquirer. Penner’s ascension to president was announced in February.

“This allowed us to move Mark into a newly created business development position with the objective of identifying acquisitions and other growth opportunities consistent with our strategy to become a more meaningful player in the outdoor living category,” Hillenbrand said.

The Dansons acquisition enabled W.C. Bradley to execute this strategy, he said. Leadership in W.C. Bradley and Danson knew each other and already had a mutual respect for one another, Hillenbrand said.

“When the opportunity to acquire Dansons arose and discussions began, we grew to appreciate our shared values and how well our products and capabilities complement each other,” he said.

Dansons was a natural fit because of its strong culture, products and partners, Hillenbrand said. Its brands Pit Boss and Louisiana Grills are leaders in the wood pellet segment, he said, which positions W.C. Bradly to succeed in the outdoor cooking and the broader outdoor living categories.

Along with the compatibility of Dansons’ products, the fact that the company was family-owned also made it appealing.

“We generally find that family-owned businesses have a passion to add value and a high level of accountability,” Hillenbrand said.

Founded in 1885, W.C. Bradley measures success by generations, Hillenbrand said, which allows the company to invest during challenging times.

“We constantly strive to demonstrate entrepreneurial spirit and servant leadership,” he said. “Our goal is to add financial value, make a positive impact and foster meaningful connections.”

The private family-owned company’s current holdings include consumer products group focused on outdoor living and recreation, a real estate development and property management company, a land management operation and an investment portfolio, Hillenbrand said.

“The Dansons acquisition follows last year’s announcement of the final phases of our Riverfront Place development, which — in aggregate — is an over $250 million investment in Columbus, Georgia,” he said. “ As for the future, stay tuned.”