America’s most trusted brand for tools that work and values that don’t fray.
We’re not just untangling cords. We’re untangling the mess — in your RV, garage, your truck, garage, and maybe even your life. Our products cut the chaos, so you can get back to doing what matters: working hard, living proud, and never tripping over a cable again.
OUR REEL BIG VISION
Flat Out USA was founded on a single, unwavering truth: America is more than a place, it’s a mindset. Every product we create, every partnership we forge, and every flag we raise carries a deeper purpose, to remind us of the values that built this nation and the people still living by them.
Born in Australia and grounded on American soil, Flat Out USA is where innovation meets patriotism, and where everyday gear becomes a symbol of something greater.
Made with Aussie smarts. Built for American grit.
Our Multi-Reel Roadmap
- 2001 – Founded in Australia by Peter and Lenie Van Mill
- 2002 – Begin the RV show circuit
- 2003 – Distributor partnerships
- 2007 – Online store (yes we took our time!)
- 2008 – Retail store MOGO NSW Australia
- 2017 – Zoe Van Mill becomes CEO
- 2018 – Promoter and Influencer Partnerships
- 2023 – Large Retailer Partnerships, Community campaigns
- 2024 – Retail partnerships, Community campaigns
- 2025 – USA Launch
- 2026+ – New categories: outdoor, tactical, workplace
The flat out brand manifesto
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We believe patriotism starts with the little things - including how you wind a cable! -
We believe if your cords are a mess, your life probably is too. Fix both.
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We believe real patriotism looks like showing up, not showing off.
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We believe if it takes you more than 10 seconds to untangle it, it’s not freedom.
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We believe true grit shows up in the garage, truck or RV (not just the battlefield).
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We believe rolleeling a cord right is a love language.