Leupold Sells Redfield Brand to Academy Sports + Outdoors

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posted on April 15, 2021
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Leupold & Stevens announced this week that Academy Sports + Outdoors—a publicly traded company with 259 stores in 16 states—has purchased the Redfield brand. The sale includes the rights for Redfield sports optics and Academy will develop and sell quality sports optics exclusively through its outlets and websites under the familiar name.

Leupold will, however, continue to support the warranty obligations for any legacy purchases of Redfield optics. Academy’s portfolio of exclusive brands already included Magellan Outdoors, Monarch, H2O Xpress and Game Winner.

“The sale of Redfield to Academy Sports + Outdoors is part of our continued strategic focus on the Leupold brand,” said Bruce Pettet, president and CEO of Leupold & Stevens. “We will continue to produce the world’s best performance optics for the elite outdoor athlete.”

Academy was originally founded in 1938 as a family-owned tire company in San Antonio, TX. A year after opening, though, it began offering military surplus items. When they proved to be more popular and profitable, focus shifted at the small business.

It has grown into one of the leading full-line sporting goods and outdoor recreation retailers in the nation. Company sales reached the $1 billion mark in 2003. Last October Academy was officially listed on NASDAQ.

Localized merchandising strategy and dedication to value connect Academy with a broad range of consumers. The company offers a selection of firearms, ammunition and related equipment, as well as other key outdoor recreation gear, apparel and footwear.

Selling the Redfield brand allows Leupold to concentrate on its core product lines that include rifle, handgun and spotting scopes; binoculars; rangefinders; mounting systems; and optical tools, accessories, and pro gear. Founded in Oregon more than a century ago, Leupold & Stevens is a fifth-generation, family-owned company that designs, machines and assembles its riflescopes, mounting systems, tactical/Gold Ring spotting scopes and performance eyewear in the U.S.

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