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Vertical Supply Group Enters the UK Market Through Two Strategic Partnerships

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

GREENSBORO, North Carolina (October 13, 2022) – Vertical Supply Group (VSG) is proud to announce the acquisition of two respected U.K. arborist retail and product development organizations, Honey Brothers and TreeKit. These acquisitions will expand VSG’s footprint outside of North America and solidify VSG’s partnerships with the leaders and teams at both organizations.

The experienced Honey Brothers and TreeKit teams will maintain existing Guildford and Three-Legged Cross operations under the newly established VSG-UK. These long-time industry colleagues plan to leverage best practices, splicing operations, assortments, back-office functions and more. Martyn Day, Max Storey, and Mike Storey will all stay on to continue delivering exceptional service, innovation, and leadership in the overall arborist market.

“When identifying partnership prospects in the U.K., two companies quickly rose to the top. I am beyond excited to welcome Honey Brothers and TreeKit to the VSG team as our first two acquisitions outside of North America,” said Tripp Wyckoff, CEO of Vertical Supply Group.

Honey Bros logo

Honey Brothers Ltd was founded in 1955 and operated from a modest building supplying professional tree surgery and garden equipment to the local area. Today, Honey Brothers is one of the most prominent arborist equipment specialists in the tree care industry, shipping worldwide, offering a vast product range, and unbeatable customer service.


TreeKit logo

TreeKit was founded by brothers Mike & Max Storey. In 2012, Mike, who has a passion for all things tree and over 20 years of industry experience as an Arborist and product designer, paired up with Max, who has a background in business and a shared enthusiasm to sell great products with excellent service.




In recent years, VSG has partnered with Sterling Rope, Rescue Direct, Fred Marvin, Groundskeeper, Atlantic Braids, Bishop Company, and These two new acquisitions closed during September and October 2022, and all current employees will be retained.

About Vertical Supply Group
Vertical Supply Group (VSG) 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. 

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