Profile: Johnson Outdoors Inc (JOUT.O)

JOUT.O on Nasdaq

25 Jul 2014
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Johnson Outdoors Inc. (Johnson Outdoors), incorporated in 1987, is a global manufacturer and marketer of branded seasonal, outdoor recreation products used for fishing, diving, paddling and camping. The Company designs, manufactures and markets recreational products for the outdoor enthusiast. The Company’s Marine Electronic segment brands are Minn Kota, Humminbird, Cannon and Geonav. The Company’s Outdoor Equipment segment brands are Eureka!, Silva and Tech40. The Company’s Watercraft brands are Old Town, Ocean Kayak, Necky kayaks, Carlisle paddles and Extrasport personal flotation devices. In July 2011, the Company acquired the assets of Waypoint Technologies. In November 2012, the Company acquired Jetboil Inc.

Marine Electronics

The Company’s Marine Electronic segment brands are Minn Kota battery-powered fishing motors for quiet trolling or primary propulsion; Humminbird sonar and global positioning system (GPS) equipment for fishfinding and navigation; Cannon downriggers for controlled-depth fishing; and Geonav large, leisure boat navigation technology. Marine Electronics brands and accessories are sold globally, with sales coming from North America through outdoor specialty retailers, such as Bass Pro Shops and Cabela’s, large retail store chains, marine products distributors, international distributors and original equipment manufacturers (OEM), such as Ranger Boats and Skeeter Boats.

The Company competes with Brunswick Corporation, Lowrance, Garmin, Big Jon, Walker, Scotty, Raymarine, Garmin, Simrad and Furuno.

Outdoor Equipment

The Company’s Outdoor Equipment segment brands are Eureka! consumer, commercial and military tents and accessories, sleeping bags, camping furniture and other camping products; Silva field compasses and digital instruments, and Tech40 performance measurement instruments. Eureka! consumer tents, sleeping bags, camping furniture and other recreational camping products are sold in the United States and Canada through independent sales representatives, primarily to sporting goods stores, catalog and mail order houses, camping and backpacking specialty stores, and through Internet retailers. The Company’s 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 to general rental stores, and other commercial tents and accessories sold directly to tent erectors.

The Company’s tent products range from 10 feet-by-10 feet canopies to 120 feet wide pole tents and other large scale frame structures and are manufactured by the Company at the Company’s Binghamton, New York location. Commercial tent accessories include lighting systems, interior lining options, and mounting brackets that allow the interior of the tents to be customized to suit the occasion. Eureka! also designs and manufactures tents and lightweight backpacking tents for the military at its Binghamton, New York location. Tents produced for military include modular general purpose tents, rapid deployment shelters and lightweight one and two person tents. The Company manufactures military tent accessories like fabric floors and tent liners and is also a subcontract manufacturer for other providers of military tents. Silva field compasses are manufactured by the Company and marketed in North America. Tech40 digital instruments and other branded products are manufactured by third parties and are sold in the North American market.

The Company competes with The North Face, Kelty, Slumberjack, Anchor Industries, Aztec, Base-X, DHS Systems, Alaska Structures, Camel, Outdoor Venture, and Diamond Brand.


The Company’s Watercraft brands are Old Town canoes and kayaks; Ocean Kayak; Necky kayaks; Carlisle paddles; and Extrasport personal flotation devices. In its Old Town, Maine facility, the Company produces Old Town kayaks, canoes and accessories for family recreation, touring and tripping. These kayaks and canoes feature stiffer and durable hulls than higher priced boats. The Company also markets canoes built from Royalex (ABS) and wood. Sit-on-top Ocean Kayaks and Necky sea touring kayaks are manufactured at the Old Town, Maine facility. The Company also manufactures Watercraft products in New Zealand and contracts for manufacturing of Watercraft products with third parties in Michigan, Tunisia and the Czech Republic. Watercraft accessory brands, including Extrasport personal flotation devices and Carlisle branded paddles, are produced by third-party sources. The Company’s kayaks, canoes and accessories are sold through outdoor specialty retailers, such as Bass Pro Shops and Cabela’s, large retail sporting goods stores and catalog and mail order houses in the United States, Europe and the Pacific Basin.

The Company competes with Confluence Watersports, Pelican, Wenonah Canoe and Legacy Paddlesports.


The Company manufactures and markets underwater diving products for technical and recreational divers, which it sells and distributes under the SCUBAPRO, UWATEC, SUBGEAR and Seemann brand names. The Company markets a range of underwater diving and snorkeling equipment, including regulators, buoyancy compensators, dive computers and gauges, wetsuits, masks, fins, snorkels and accessories. SCUBAPRO and UWATEC diving equipment is marketed to the segment of the market for both diving enthusiasts and more technical, advanced divers. Products are sold through a select distribution to independent specialty dive stores globally. These specialty dive stores provide a range of services to divers, including sales, service and repair, diving education and travel. The Company also sells diving gear to dive training centers and resorts. The Company markets its equipment in diving magazines, through Websites and through dive specialty stores. The Company manufactures regulators, dive computers, gauges, and instruments at its Italian and Indonesian facilities.

The Company competes with Aqualung/U.S. Divers, Oceanic, Mares, Cressi-sub and Suunto.

Company Address

Johnson Outdoors Inc

RACINE   WI   53403-1015
P: +1262.6316600
F: +1262.6316601

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