Gridiron Capital-Backed Vertical Supply Group Enters the U.K. Market Through Two Strategic Partnerships

Arborist Equipment Suppliers, Honey Brothers and TreeKit, are now under the VSG umbrella

NEW CANAAN, CT, October 25, 2022 – Gridiron Capital, LLC (“Gridiron Capital”), an investment firm focused on partnering with founders, entrepreneurs, and management teams, is pleased to announce one of its portfolio companies, Vertical Supply Group (“VSG”), recently acquired two respected U.K. arborist retail and product development organizations, Honey Brothers and TreeKit. These acquisitions further establish a U.K. and Western Europe beachhead for VSG and provide an owned channel in a well-known end market to drive VSG brands internationally.

Honey Brothers Ltd. was founded in 1955, and today is one of the most prominent arborist equipment specialists in the tree care industry, offering the very best brands, worldwide service, and unbeatable customer service.

TreeKit was founded by two brothers, Mike & Max Storey, in 2012.  With over 20 years of industry experience, and a vision to make an arborist’s’ job easier, TreeKit develops and supplies innovative and unique equipment and excellent service.

Tom Burger, Co-Founder and Managing Partner, said “Honey Brothers and TreeKit were identified as key partners outside of North America. We believe these companies are well positioned in the arborist market, and we are excited to help the VSG team further accelerate growth.”

John Warner, Managing Director at Gridiron Capital, added, “These two acquisitions are VSG’s first international acquisitions outside of North America.  We expect to realize meaningful synergies across all three businesses as we drive efficiency and growth through accretive initiatives.”

About Gridiron Capital

Gridiron Capital is an investment firm focused on partnering with founders, entrepreneurs, and management teams, and creating value by building middle-market companies into industry-leaders in branded consumer, B2B and B2C services, and niche industrial segments in the United States and Canada. We help transform growing companies by winning together through hard work, partnerships grounded in shared values and a unique culture that comes from hands-on experience building and running businesses. As a team led by former operators and entrepreneurs, we know what it takes to run successful businesses on a day-to-day basis. Additional information is available on the firm’s website:

About Vertical Supply Group

Vertical Supply Group is a vertically integrated business with focus on product development, manufacturing and equipment supply. Comprised of brands Sterling, Notch and Silky, as well as webstores,,, and, we deliver the most comprehensive assortment of products for arborists, climbers, emergency, technical rescue and other work-at-height professionals. Learn more at

For Additional Information:

Gridiron Capital

Tom Burger, Co-Founder and Managing Partner, Gridiron Capital, LLC

Vertical Supply Group


Karl Wiedemann





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