TrueTimber® Names Ev Tarrell as VP of Product Development and Sales

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TrueTimber® Names Ev Tarrell as VP of Product Development and Sales

INMAN, S.C. – March 21, 2018 – TrueTimber is pleased to announce the addition of Ev Tarrell as Vice President of Product Development and Sales. Tarrell boasts an extensive career in the outdoor and hunting space and will oversee new product development strategies and sales operations for the TrueTimber brand. He will report to TrueTimber CEO Rusty Sellars.

“We’re thrilled to welcome Ev to the TrueTimber family as we propel the company forward and launch exciting new product lines this year,” said Sellars. “Ev is a highly respected outdoor industry professional and brings a great deal of insight, experience and passion to the table. He has won numerous awards and has received patents on multiple fabric technologies, product designs and camouflage patterns, and it’s an honor to have him spearhead our product development and sales operations moving forward.”

Tarrell joins TrueTimber with a strong background in the industry, having spent 30 years with Cabela’s in Sidney, Nebraska. During his tenure, Tarrell held multiple positions, including Category Manager, Divisional Merchandise Manager, Director of Brand Management, Director of Canadian Operations and Sr. Director of Strategic Product Development. He has had widespread involvement and oversight of many key aspects of Cabela’s businesses, including strategic planning, corporate branding, assortment planning, product design, product development, technology development, sourcing and numerous areas of marketing. Tarrell has managed businesses for Cabela’s within retail, digital and catalog channels under both B2B and B2C models.

During his 30-year career, Tarrell primed his passion for hunting and fishing and continues to compete in several walleye tournaments each year. He shares his knowledge of the outdoors by contributing related articles to local newspapers and teaching hunter safety courses on a regular basis. He and his wife Jana are the proud parents of two sons who also share a passion for the outdoors.

“Before joining the TrueTimber family, Rusty and I worked together in various capacities for many years, and I’m a huge fan of everything TrueTimber stands for,” said Tarrell. “The entire TrueTimber team has always been about creating change and finding a better way to do things. Rusty has always put the customer in the center of everything TrueTimber does, and I could not be more aligned with this philosophy. It’s an interesting time at retail, and in true TrueTimber fashion, we are going to continue to challenge the status quo and create change that will benefit not just TrueTimber but our partners as well.”

To learn more about TrueTimber, the entire product line and all available patterns, visit

About TrueTimber

Founded in 2005, TrueTimber is based in Inman, South Carolina and is the most realistic, performance-driven camouflage brand in the industry. TrueTimber offers a wide variety of clothing items and accessories, featuring more than a dozen distinct camo patterns that perfectly blend with their surroundings. The company spends countless hours researching, testing and seeking new technology to produce the most effective and lifelike camouflage patterns possible. TrueTimber products can be found in retailers across the United States and Canada, and it continues to be one of the fastest growing camouflage companies in the world. For more information about TrueTimber, visit

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