Michael SatterfieldWhy Peter Buchanan-Smith’s return to Best Made feels less like a relaunch and more like a correction
For Peter Buchanan-Smith, founder of Best Made Co., the return wasn’t part of some grand, neatly plotted strategy. In fact, it almost didn’t happen at all. After stepping away in 2019, he retreated to the Catskills, trading boardrooms for woodsheds, working on his Axe Handbook and, by all accounts, closing the chapter for good. Then came the call from Duluth Trading, the company that had acquired Best Made. Would he be interested in buying it back?
He made an offer, not expecting much to come of it. But Duluth accepted the offer, and just like that, Best Made was his again.
Back to the Beginning, Forward With Intent
When Buchanan-Smith first launched Best Made in 2009, it began with a single object: an axe. Not as a gimmick, but as a statement. The axe, after all, is among the oldest tools known to man. It is brutally simple, endlessly functional, and demands respect.
That philosophy hasn’t changed. This time around, the goal isn’t growth at all costs. It’s endurance. A company built to last longer, with stronger foundations and fewer compromises. There’s a noticeable shift in tone, less startup bravado, more long-game thinking. He speaks less about scale and more about resilience. Less about product lines and more about purpose. And, importantly, he wants to enjoy it.
The Analog Rebellion
In a world dominated by screens, Best Made sits comfortably outside the algorithm.
There’s a reason tools still resonate. Swinging an axe is not passive. It demands your full attention. Your grip, your stance, your rhythm. Get it wrong, and the consequences are immediate. Get it right, and you split wood cleanly, stack it high, and later sit in front of a fire you built yourself.
It is, in many ways, the perfect antidote to modern life. There’s no notification that can replicate that feeling. Buchanan-Smith understands this better than most. Best Made has never been about nostalgia for nostalgia’s sake. It’s about reintroducing friction into a frictionless world. About reminding people that effort has value and that objects can still carry meaning beyond convenience.
Makers Who Still Care
Before Best Made, Buchanan-Smith moved in creative circles that valued craft above all else, working alongside artists like Maira Kalman and musicians such as Jeff Tweedy and David Byrne. That sensibility remains central to how he builds partnerships today.
He doesn’t chase scale through anonymous manufacturing. He seeks out people who are invested in what they make. People who care enough to obsess over the details.
That philosophy is what led him to Gerstner & Sons.
The Chest That Traveled With Him
Long before there was a collaboration, there was a gift. Buchanan-Smith’s first Gerstner chest came from his mother. It wasn’t just a box for tools. It became a constant, moving with him through different phases of life, quietly holding the things that mattered.
When the time came to reimagine Best Made, he didn’t start with market research or trend reports. He looked around. At the objects he used. The ones that had endured. The idea of creating a chest with Gerstner wasn’t a stretch. It was inevitable.
The result, the Gerstner Founder’s Chest, feels less like a product and more like a shared philosophy made tangible. Built with the same attention to detail that has defined Gerstner for over a century, it reflects a mutual belief that well-made objects should outlive their owners. And in a marketplace obsessed with what’s next, that’s a quietly radical idea.
Slower, Better, More Fun
If the first era of Best Made was about proving a concept, this chapter is about protecting it.
Growth will come, but deliberately. Partnerships will expand, but selectively. Every decision seems to run through a simple filter: does this add meaning, or just noise?
There’s also a sense that Buchanan-Smith is building something more personal this time. A brand that reflects not just his design instincts, but his lived experience. The years between chapters weren’t a detour; they were a recalibration.The result is a Best Made that feels more grounded, more focused, and perhaps more relevant than ever.
Because in a world moving faster by the minute, the idea of slowing down, picking up a well-made tool, and doing something real with your hands doesn’t feel old-fashioned. It feels necessary.
Quick Facts
- Founder: Peter Buchanan-Smith
- Original Launch: 2009
- Reacquired: 2023 from Duluth Trading
- Core Philosophy: Utility, quality, and longevity over trend
- Iconic Product: American-made axes
- Notable Collaboration: Gerstner Founder’s Chest
- Headquarters (Current Era): Catskills, New York
- Brand Focus Today: Smaller runs, thoughtful partnerships, durable goods
FAQ
What is Best Made Co.?
Best Made Co. is a design-driven outdoor and lifestyle brand founded by Peter Buchanan-Smith, known for producing high-quality tools, apparel, and goods rooted in utility and craftsmanship.
Why did Peter Buchanan-Smith leave and return?
He stepped away in 2019 to pursue writing and a quieter life. In 2023, he reacquired the brand after an unexpected opportunity, bringing it back under his original vision.
What makes the new Best Made different?
The relaunch focuses on slower growth, stronger foundations, and deeper partnerships with makers who share a commitment to quality and longevity.
Why are axes such a central part of the brand?
The axe represents one of humanity’s oldest and most essential tools. It embodies Best Made’s philosophy of durability, function, and meaningful use.
What is the Gerstner Founder’s Chest?
It is a collaboration between Best Made and Gerstner & Sons, inspired by Buchanan-Smith’s personal chest. It reflects shared values of craftsmanship and timeless design.
Who is the brand for today?
Best Made speaks to people who value well-made objects, hands-on experiences, and products that serve a real purpose rather than disposable trends.
Is Best Made expanding quickly again?
No. The current strategy is intentional and measured growth, prioritizing quality and brand integrity over rapid expansion.
Photos Courtesy of Best Made Co.
Best Made might just be the only company that lives up to it’s name.
I had no idea they were back, I bought my husband one of their Axes it lives at our cabin in the UP and gets used every time we are up there for camp fires or the fireplace inside.
Hola! I’ve been following your web site for a long time now and finally got the courage to go ahead and give you a shout out from Humble Texas! Just wanted to mention keep up the great job!
Thanks for the comment, hope you can come out to one of our live events.