By Amanda Kuhnert
When Kara Hardman and Arwen Turner met on a Colorado hiking trip in 2018, they discovered they shared a similar frustration. As plus-size women, technical hiking gear simply wasn’t made for their bodies. With most outdoor clothing sized only up to size 12, they were stuck wearing leggings on the trail.
“We talked about how it would be so much better to have something that’s a bit more technical and easier to be outdoors in,” Hardman said. That conversation kicked off what turned into four years of research and development. Both women were working full-time jobs—Hardman as a construction project manager and Turner running a nonprofit—so things moved slowly at first. Then the pandemic hit, pushing everything back even further.
They gained momentum in March 2024 when they launched a Kickstarter campaign for Thicket Adventure. “We raised $30,000 in four days, which was pretty cool,” Hardman said. The funding allowed them to order inventory without taking on debt. By September 2024, their product was in stock, and sales began to take off.
Meanwhile, the new business inspired Hardman to make a big move. She’d been living in Colorado since her 20s, while Turner was based in Vermont. “Once our Kickstarter did so well, I thought it’d be way easier if we were in the same town,” she said. She moved to Rutland in 2025 and couldn’t be happier. “Vermont is awesome.”
A Vermont-based business
Shortly after arriving, Hardman attended the Vermont Outdoor Business Economy Summit, where she discovered the Vermont Small Business Development Center (VtSBDC). She soon began working with VtSBDC advisor Nancy Shuttleworth. “Neither of us have been entrepreneurs before,” Hardman said. “I didn’t even know what a balance sheet was, or how to create a P&L for an entire company.”
Shuttleworth helped them set up proper bookkeeping and accounting systems with an eye toward future investors. They also tapped VtSBDC for marketing help. “The one big thing I’ve learned is that the buyer’s journey isn’t as direct as it used to be,” Hardman said. “People have to see something between 12 and 20 times before they make a decision.” Since their business is entirely online, they’ve been testing out different strategies on social media and Google ads.
Throughout the start-up process, Hardman and Turner have learned to trust their instincts. While some advisors encouraged them to pursue retail partnerships right away, they chose a slower approach. Right now they’re focusing on building relationships with retailers and educating them about inclusive sizing before pursuing wholesale partnerships.
“The biggest lesson I learned last year was that nothing is really black and white,” Hardman said. ” “Everything’s in the gray and you can build any sort of business journey you want.”
Since that first Kickstarter campaign, they’ve sold over 1,400 pairs of pants—proof that the gap they spotted on that Colorado trail was real.
For more information: thicketadventure.com.
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