Read the shortened case study version here. About Mystery Ranch An enduring brand For more than 20 years, Mystery Ranch has manufactured hand-built, high-quality, user-specific designs that use the best materials available. Their designs are specifically made with the military, wildland firefighters, backpacking, backcountry hunting, and alpinism in mind.  Far-reaching distribution Their production and distribution is worldwide. Much of their business is driven by contract work and B2B, but they also sell directly to their consumers who are often interested in the designs they’ve created for the US military.  The owners Owners Dana Gleason and Renee Sippel-Baker have been working together and designing durable, lasting backpacks