Oiselle has a new majority owner of the women’s running brand, now said to be a woman-owned company with Margo Cramer.
Comer has been primarily involved in the healthcare and the public sector throughout her career but also had experience with Commando and Nike earlier on.
“I’ve long admired Oiselle for its high-performance gear and tireless advocacy for women in the running and outdoor industry,” commented Cramer. “We already know that investing in women’s sports is smart business. For me, investing in Oiselle is an opportunity to showcase what a women-led team can build with the right strategy, resources and people. I’m honored to be able to help steer a Seattle-based business through this exciting period of growth.”
Digsbury Ventures continues to list Oiselle as a portfolio company, or “partner,” on its website, but a spokesperson from Oiselle noted that the private equity firm did not own the brand.
“Digsbury Ventures facilitated the partnership between Oiselle and Janji in 2023, but they were never an owner of the brand. Margo Cramer is now majority-owner of Oiselle, she made her investment individually and not alongside Janji or with any other investor partner!”
Oiselle reports it continues to retain its partnership with Janji. A person familiar with the relationship noted that the Janji deal was “simply a partnership and was not a merger.”
The appointment of CEO Arielle Knutson in October 2023 was said to “mark a turning point for Oiselle.”
“Under her leadership, the brand re-focused on its core mission: The transformative power of running for women and community,” the company said in a media release. “The brand has also seen significant gains in its membership and community-focused programs. In 2024, the company revived strategic wholesale partnerships, resulting in double-digit percentage growth in both wholesale and overall revenue.”
“Running is more than a sport for Oiselle it’s a platform for community and impact, and we are thrilled to be working with Margo,” said Knutson. “Our sport (running) is growing, creating new opportunities for athletes and brands alike. We’re continually working to grow the strength of women in running, and that includes working with passionate and mission-driven partners and investors to amplify the impact we make.”
Founded by Sally Bergesen and run by her until 2023, Oiselle previously entered into a partnership with Janji.
Cramer, based in Boston, plans to move to the Seattle area this summer.
