Killer Instinct

Finding the right buyer for a business with a unique brand and history

Killer Instinct has been acquired by Generation Growth Capital

Based in Frankenmuth, Michigan, Killer Instinct is an industry leader in the archery and archery accessory space, one of the fastest growing segments of the hunting and outdoors market. The Company offers a leading portfolio of premium crossbow products and accessories. In just four short years, Killer Instinct strategically and organically built an omni-channel sales presence, penetrating each corner of the market with its premium Killer Instinct brand of products.

Situation Overview

After several years of rapid growth, ownership looks to sell Killer Instinct for a premium valuation.

You were able to find creative solutions to challenging problems and you earned every penny of your fee.
– Tod Quiring, Owner, Killer Instinct

M&A Transaction Process

Vermillion worked closely with Killer Instinct to prepare the Company for its sale prior to going to market. Vermillion advised the Company on several strategic initiatives and decisions, including:

  • Finding the right buyer. Vermillion reached out to a number of financial and strategic buyers and orchestrated a competitive process that yielded an outstanding result for the seller.
  • Articulating the Killer Instinct story the right way. Using both qualitative and quantitative information, Vermillion detailed the Company’s rapid growth and outlined an aggressive and achievable go-forward growth strategy.
  • Worked closely with management to develop a comprehensive growth plan focused on further penetrating existing customers and targeting product expansion opportunities.
  • Worked collaboratively with both the seller and buyer to overcome unforeseen external challenges.
  • Prepared the Company’s management team for critical meetings with buyers.
  • Managed the due diligence process with minimal disruption to the Company.


Through a targeted marketing process, Killer Instinct was sold to Generation Growth Capital, who is focused on fully tapping into the Company’s tremendous growth opportunities.

Scroll to Top