Dusty Wunderlich Launches Reno-based Financing Company Bristlecone Holdings

(Originally Posted on Nevada Business)

RENO, Nev. — Dusty Wunderlich, principal of private equity firm DCA Capital Partners, has taken the role of CEO at Bristlecone Holdings, a recently launched financing company that uses online tools to reach underserved markets and consumers.

The Reno-based company runs WAGS Financing, a pet financing company that partners with breeders and pet retailers nationwide. It is also in the process of launching Bristlecone Financing, which will finance home goods purchases like furniture, electronics, and appliances.

Wunderlich will continue to serve as an advisor to DCA Capital Partners and remains a principal at the firm. But his focus will shift to growing Bristlecone Holdings into a national financing solution for retailers and consumers in several underserved industries.

Bristlecone Holdings currently employs 12 workers at its Reno offices and has aggressive expansion plans.

“We take a more innovative approach to consumer finance and we are going after sectors and consumers that have been traditionally underserved,” said Wunderlich, who founded the company with two partners. “Our aggressive growth plans include building out a national sales force, and leveraging our financing technology to bring online and automated financing to 10,000 retailers across the nation.”

Wunderlich said that after years of putting together investment deals that financed the growth of Nevada companies, his new role of building a business is a welcome new challenge.

“I have been a major advocate of entrepreneurship in Reno and it has been great to be a part of the Northern Nevada business community,” said Wunderlich. “Founding a business in Reno has been a rewarding process. We have hired some great talent in Reno, and city’s affordable business costs allow us to invest more of our capital in growing our business to its full potential.”