Johnson Outdoors is a leading global manufacturer and marketer of branded seasonal,
outdoor recreation products used primarily for fishing from a boat, diving,
paddling, hiking and camping. The Company’s portfolio of well-known consumer
brands has attained leading market positions due to continuous innovation, marketing
excellence, product performance and quality. Company values and culture support
innovation in all areas, promoting and leveraging best practices and synergies
within and across its subsidiaries to advance the Company’s strategic
vision set by executive management and approved by the Board of Directors. The
Company is controlled by Helen P. Johnson-Leipold (Chairman and Chief Executive
Officer), members of her family and related entities.
The Company was incorporated in Wisconsin in 1987 as successor to various businesses.
Marine Electronics
The Company’s Marine Electronics segment key brands are: Minn Kota battery-powered
fishing motors for quiet trolling or primary propulsion, marine battery chargers
and shallow water anchors; Humminbird sonar and GPS equipment for fishfinding,
navigation and marine cartography; and Cannon downriggers for controlled-depth
fishing.
Marine Electronics’ brands and related accessories are sold across the
globe, with the majority of sales coming from North America through large outdoor
specialty retailers, such as Bass Pro Shops and Cabela’s; large retail
store chains; marine products distributors; original equipment manufacturers
(OEM) of boat brands such as Tracker, Skeeter and Ranger; and internet retailers
and distributors. Markets outside of North America are accessed through a network
of international distributors.
Marine Electronics has achieved market share gains by focusing on product innovation,
quality products and effective marketing. Such consumer marketing and promotion
activities include: product placements on fishing-related television shows;
print advertising and editorial coverage in outdoor, general interest and sport
magazines; professional angler and tournament sponsorships; packaging and point-of-purchase
materials and offers to increase consumer appeal and sales; branded websites;
social media networks; and online promotions.
Outdoor Equipment
The Company’s Outdoor Equipment segment key brands are: Eureka! consumer,
commercial and military tents and accessories, sleeping bags, camping furniture
and other recreational camping products; Jetboil portable outdoor cooking systems;
and Silva field compasses.
Eureka! consumer tents, sleeping bags, camping furniture and other recreational
camping products are mid- to high-price range products sold in the U.S. and
Canada through independent sales representatives, primarily to camping and backpacking
specialty stores, sporting goods stores, catalog and mail order houses and through
internet retailers. Marketing of the Company’s tents, sleeping bags and
other recreational camping products is focused on building the Eureka! brand
name and establishing the Company as a leader in tent design and innovation.
The Company’s consumer camping tents and sleeping bags are produced by
third party manufacturing sources in Asia. Eureka! camping products are sold
under license in Japan, Australia and Europe.
Eureka! commercial tents include party tents and accessories, sold primarily
to general rental stores, and other commercial tents and accessories sold directly
to tent erectors. The Company’s commercial tent products range from 10’x10’
canopies to 120’ wide pole tents and other large scale frame structures
and are primarily manufactured by the Company at the Company’s Binghamton,
New York location.
Eureka! also designs and manufactures large, heavy-duty tents and lightweight
backpacking tents for the military at its Binghamton, New York location. Tents
produced for military use in the last twelve months include modular general
purpose tents, rapid deployment shelters and various lightweight one and two
person tents. The Company manufactures military tent accessories like fabric
floors and insulated thermal liners and is also a subcontract manufacturer for
other providers of military tents.
Jetboil portable outdoor cooking systems are sold in the U.S. and Canada through
independent sales representatives, primarily to camping and backpacking specialty
stores, sporting goods stores, catalog and mail order houses and through internet
retailers. Marketing of Jetboil systems is focused on building brand awareness
and leadership in product features and innovation. Jetboil products are produced
at both the Company’s operating location in Manchester, New Hampshire
and by third party manufacturing sources in Asia. Jetboil products are sold
in approximately 30 countries around the world.
Silva field compasses are manufactured by the Company and marketed exclusively
in North America where the Company owns Silva trademark rights.
Watercraft
The Company’s Watercraft segment designs and markets Necky high performance
sea touring kayaks; sit on top Ocean Kayaks; and Old Town canoes and kayaks
for family recreation, touring, angling and tripping. With the exception of
Necky fiberglass boats and Old Town wooden canoes, these brands are manufactured
at the Company’s facility in Old Town, Maine.
The Company uses a rotational molding process for manufacturing mid- to high-end
polyethylene kayaks and canoes. The Company uses a thermoform molding process
in the manufacturing of lower priced models. The Company’s United States
warehouse and distribution center for all of its Watercraft brands is also located
in Old Town, Maine.
Watercraft accessory brands, including Extrasport personal flotation devices
and Carlisle branded paddles, are produced primarily by third party sources
located in North America and Asia.
The Company’s kayaks, canoes and accessories are sold through multiple
channels in the U.S., Europe and the Pacific Basin with an emphasis on independent
specialty retailers and large outdoor retailers such as REI, L.L. Bean, Academy
and Cabela’s. The Company has a network of distributors who sell Company
products outside of North America.
The Company’s Watercraft business competes in the mid- to high-end of
the product category by introducing product innovations, creating quality products
and by focusing on the product-specific needs of each marketing channel. Consumer
marketing and promotion activities include: print advertising and editorial
coverage in outdoor, general interest and sport magazines; direct marketing;
and using branded websites and social media networks.
Diving
The Company manufactures and markets underwater diving products for recreational
divers, which it sells and distributes under the SCUBAPRO brand name.
The Company markets a complete line of underwater diving and snorkeling equipment,
including regulators, buoyancy compensators, dive computers and gauges, wetsuits,
masks, fins, snorkels and accessories. SCUBAPRO diving equipment is marketed
to the premium segment and high performance technical diving market. Products
are sold via select distribution to independent specialty dive stores worldwide.
These specialty dive stores sell the Company’s products over the counter
as well as through their own websites. In addition, they generally provide a
wide range of services to divers, including regular maintenance, product repair,
diving education and travel programs. The Company also sells diving gear to
dive training centers, resorts, search and rescue units and armed forces around
the world.
The Company’s consumer communication focuses on building brand awareness
and highlighting exclusive product features and consumer benefits of its product
lines. The Company’s communication and distribution strategies reinforce
the SCUBAPRO brand’s position as the industry’s quality and innovation
leader. The Company markets its equipment in diving magazines, via websites,
through social media and through information and displays in dive specialty
stores.
The Company manufactures regulators, dive computers, gauges, and instruments
at its Italian and Indonesian facilities. The Company sources buoyancy compensators,
neoprene goods, plastic products, proprietary materials, and other components
from third parties.
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