CMA Advises Edge Right, a Tech-Enabled Outdoor Living Products Brand, on Its Sale to Super-Sod

NEW YORK--(BUSINESS WIRE)--CMA is pleased to announce that it served as exclusive financial advisor to Edge Right, a leading direct-to-consumer (DTC) provider of premium steel landscape edging and adjacent outdoor living products, in its sale to Super-Sod, a portfolio company of Kainos Capital.

Founded by Roger Lewis, Edge Right has built a highly differentiated brand in the lawn, garden and outdoor living market. The Company offers a broad range of products, including steel landscape edging, planters, tree rings, raised beds, fire pits, signage and related outdoor products, sold directly to consumers and through channels including Amazon. Edge Right’s growth has been driven by a strong DTC model, in-house manufacturing capabilities — including metalworking, laser cutting, and robotic fabrication of its steel edging products—along with automation, continuous product innovation, and the practical application of AI-enabled tools across marketing, content development, customer engagement, and operational efficiency. CMA positioned Edge Right as more than a landscape edging manufacturer. The Company represented a modern outdoor living products business with a distinctive brand, proprietary products, direct customer relationships, scalable manufacturing infrastructure — including industrial robots and automated fabrication equipment — and multiple avenues for continued product and channel expansion.

Super-Sod, headquartered in Charleston, South Carolina, is a leading provider of turfgrass, sod and lawn care products across the Southeast. The acquisition of Edge Right expands Super-Sod’s product offering into complementary outdoor living and landscape products, while providing Edge Right with a strong strategic partner to support its next phase of growth.

“Edge Right is a great example of the type of founder-owned business that is attracting strategic interest in the consumer products markets,” said Chris Parisi, Partner and Head of M&A at CMA. “Roger and Daniel built a business that combines a differentiated product, a passionate customer base, a strong digital marketing engine, in-house manufacturing and the thoughtful use of automation and AI-enabled tools. Our role was to help buyers understand the quality of that growth and the broader strategic value of the engine the team had built.”

The transaction was completed in just three months from launch and represented a strong result for Edge Right’s shareholders. CMA worked closely with the Edge Right team to position the Company’s growth story, manage a detailed diligence process and identify the right strategic partner for the business.

“CMA did an excellent job helping us navigate the process and find the right home for Edge Right,” said Roger Lewis, founder of Edge Right. “The team understood our business, our products and what made the Company special. We are grateful for their guidance and excited about the opportunity ahead with Super-Sod.”

Daniel Mullaly, who has served as Edge Right’s President and helped lead the Company’s operational, manufacturing and digital growth initiatives, will continue in the role following the transaction.

“I am excited to continue leading Edge Right through this next phase of growth,” said Daniel Mullaly, President of Edge Right. “Super-Sod is the right partner for the business, and I am grateful to Roger, our team and CMA for helping us reach this important milestone. We have a tremendous opportunity to continue expanding the brand, introducing new products and serving customers across the lawn, garden and outdoor living markets.”

The transaction highlights CMA’s experience advising founder-owned businesses in industrial technology, specialty manufacturing, consumer products and business services, including companies serving the lawn and garden, landscape products and outdoor living markets.

The CMA transaction team was led by Chris Parisi, Michael Gordon and Alan Gutman.

For more information, please visit thecmagroup.com.

About Edge Right

Edge Right is a direct-to-consumer provider of premium steel landscape edging and adjacent outdoor living products. The Company uses in-house metalworking, laser cutting and robotics, including robot arms, to fabricate its products, which include landscape edging, planters, tree rings, raised beds, fire pits, signage and related outdoor products. Edge Right serves homeowners, landscapers and outdoor living customers through its e-commerce platform, Amazon and differentiated product portfolio.

About Super-Sod

Super-Sod is a leading provider of turfgrass, sod and lawn care products serving homeowners, landscapers and commercial customers across the Southeast. The Company offers sod, seed, soil, compost and related lawn and garden products through its farms, retail locations and direct-to-consumer channels.

About CMA

CMA is a middle-market investment banking and advisory firm providing mergers and acquisitions, capital raising and strategic advisory services to business owners, entrepreneurs, private equity firms and corporate clients. CMA advises clients across a range of industries, with particular expertise in industrial technology and specialty manufacturing, consumer products and business services.

For more information, please visit thecmagroup.com.

Securities transactions and services are provided through Carl Marks Securities LLC, a member of FINRA and SIPC, an affiliated entity.