Goose Gear (2009), deep-dive into the company history

Goose Gear: From DIY Drawers to Overland Interiors Powerhouse

When Brian Fulton built his first fridge drawer slide in 2009 for overlanding with his family, he wasn’t trying to start a company. He just wanted a better storage solution for his rig. But the design worked so well—and attracted so much attention—that he started building more. One by one, those early projects laid the foundation for Goose Gear, a U.S.-based manufacturer of modular, high-end vehicle interiors for the overlanding market.

More than a decade later, Goose Gear has grown into one of the most trusted names in the category—focused on precision-built, installer-friendly systems that solve real-world problems for outfitters, vehicle builders, and long-range adventurers alike. Again, this is a focus because or the product based obsession. Finding a niche, and improving all of the time. Ultimately reaping the benefit. You’ve probably heard me say it before, but I’ll say it again. If you don’t develop a product that solves a problem for a big enough audience in a pin-killer way, the rest doesn’t matter.

From Cabinets to Camp Kitchens: The Founder’s Journey

Before Goose Gear, Fulton ran a custom cabinetry business. After selling it to spend more time with his family and on the trail, he turned his skillset toward vehicles—starting with his own Toyota Tacoma. Those first drawer slides were basic, but bombproof. Word spread through local forums and trail networks, and soon he was building full-bed storage systems, kitchen modules, and fridge platforms from his Huntington Beach garage.

Goose Gear officially launched in 2014 and slowly scaled—one drawer system at a time—into a business that now services dealers, outfitters, and retail customers across North America.

Fulton remains deeply involved in design and testing, with partner Matt Hebel helping lead operations and expansion.

Lean, Local, and Built to Scale

In 2024, Goose Gear relocated from California to Grand Junction, Colorado, moving its headquarters and production facility to a more cost-effective, scalable base of operations. The move included city-supported incentives and plans to hire up to 49 new full-time employees over several years.

Their new facility allows for CNC machining, laser cutting, and in-house prototyping—all under one roof. This U.S.-based manufacturing model means they can rapidly adapt designs based on customer and installer feedback without long overseas lead times.

Their production workflow is built for speed and flexibility:

• Dealer or end-user feedback → CAD updates

• Rapid prototyping → trail testing

• Final tweaks → integrated into production

That fast iteration loop has become a core differentiator—especially for shops tired of working around badly fitting, slow-to-ship gear.

Installer-First Sales Strategy

Goose Gear is not a direct-to-consumer brand at its core. Their business is built around installers and overland outfitters who know how to spec, sell, and install their systems.

Products range from ~$1,200 for simple drawer kits to over $10,000 for complete vehicle setups including kitchens, power integration, and sleeping platforms. Goose Gear provides:

• Configurator tools to assist with quoting and fit

• Branded demo kits and vehicles for key partners

• Video-based install guides and printable spec sheets

• Dedicated dealer service and warranty lines

They’ve also leaned into modularity, allowing customers to start small (a fridge slide or drawer), and expand over time into full camp builds—making it easier for partners to build repeat business over the long term.

Warranty terms include:

• 2-year coverage on most systems

• Lifetime hardware warranty on drawers, hinges, and slides

It’s not flashy—but for outfitters, it’s everything: reliable, profitable, and predictable.

Operational Simplicity, Strategic Control

Goose Gear’s strength lies in operational control. Nearly everything is manufactured in-house using marine-grade plywood, aluminum, and heavy-duty slides. Nothing is outsourced to overseas vendors. That local control leads to:

• Tight quality assurance

• Real-time engineering feedback

• Lower return and failure rates

• Faster turnarounds on custom fits or model-year updates

Most products are pre-kitted for common platforms—Jeep Wrangler, Ford Bronco, Toyota Tacoma, Land Cruiser, Subaru Outback—but they also support custom van builders and adventure trailer manufacturers through component integrations.

Their recent UltraLite series—a lower-weight build option with the same strength—was field-tested and launched in under 3 months thanks to their nimble development loop.

Revenue & Business Scale

Goose Gear remains a privately held company, and as of mid-2025, they have not disclosed annual revenue publicly. However, based on available data, city documents, and known hiring projections, the company appears to be operating at a small to mid-market scale—likely under $10 million in annual revenue.

Their Grand Junction expansion plan, supported by economic incentives, includes:

• Adding up to 49 new full-time jobs

• Increasing production and assembly capacity

• Strengthening North American distribution

These indicators point to a lean, growing business with disciplined control over production, labor, and product development—not a VC-fueled race for volume.

Strategic Position in the Overlanding Market

Here’s what sets Goose Gear apart in the B2B context:

• Engineering-first approach: Product performance drives design. Each drawer system is tested to withstand trail vibration, dust, and regular abuse.

• Modular product architecture: Dealers can build long-term sales relationships by upselling systems over time.

• U.S.-based manufacturing: High quality control, responsive product updates, no long freight delays.

• Dealer loyalty: Designed for margin. Designed for retention.

• Low return/warranty friction: A huge value for busy shops and installers.

Where others push “rugged style,” Goose Gear focuses on utility, fit, and performance—qualities that resonate with experienced installers and professional outfitters.

Growth Opportunities & Risks

Like any growing hardware brand, Goose Gear faces challenges:

• SKU creep: Modularity brings complexity. Managing inventory across dozens of vehicle types and sub-models is always a risk.

• Channel dependency: Scaling via installers requires strong training and partner management.

• OEM competition: As automakers expand their own overland trims, Goose Gear must continue to outperform in fit, usability, and service.

• Global growth: Expansion into Europe or Australia will demand regional logistics and compliance support.

But the path forward is clear. Their strengths—speed of iteration, product reliability, and trusted installer relationships—are exactly what the overland market is built on.

What’s Next for Goose Gear?

Looking ahead, the company is exploring:

• Rooftop tent integrations tied to storage/utility modules

• Power and water system mounting solutions

• Improved online tools for quoting and visualization

• More international dealer partnerships, starting with Europe and Australia

• Continued rollout of lightweight product lines for smaller rigs and EVs

The focus is on function, not flash—and growth that doesn’t compromise product quality.

Fulton still leads the brand hands-on, supported by a small team of operations and product leads. They’re not interested in becoming the next rooftop tent brand. They’re focused on building better tools for the people doing the driving—and the shops doing the installs.

Final Word: Built for Business, Designed for the Trail

Goose Gear is what happens when a founder solves his own problem—and then scales that solution with discipline and care. For B2B readers in the overland space, the brand is a case study in:

• Vertical control of manufacturing

• Installer-first product development

• Modularity as a business model

• Durable reputation, not disposable volume

• Founder-led innovation without distraction

If you run a shop, outfit vehicles, build trailers, or invest in functional outdoor hard goods—Goose Gear is worth watching. They don’t make headlines. They just make smart, quiet, exceptionally well-fitting gear that works.