These Women Have Wylder Ambitions
By Paddy O'Connel for Adventure Journal
Dial and Elliott attended Outdoor Retailer in January 2014 and approached brands with the proposition of a women’s specific adventure goods company. The response was tremendously positive. “There was a lot of research and development needed but we got an overwhelming, resounding ‘yes’ from everyone,” Elliott says. “We were not the only ones interested in this concept. Wylder has been in grassroots development ever since.”
Due to the positive feedback, Dial and Elliott moved forward with business development. Rather, than pitching the idea to heads of large companies, they created a Kickstarter campaign, which raised nearly $55,000.
Wylder is Utah’s first female-owned registered benefit corporation and is also pending additional certification as a B corporation through B Lab, a nonprofit certification agency. As a legally registered benefit corp., Wylder’s right to assist social good is protected legally and is fundamentally built into the company. “Taking a hardline on your business’ impact doesn’t lead to financial impotency,” Dial says. “Consumers want to put their money where their mouth is, where their heart is. Business can be profitable and good for the world.”
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