Profile: Johnson Outdoors Inc (JOUT.O)
24 Apr 2017
Johnson Outdoors Inc., incorporated on August 21, 1987, is a manufacturer and marketer of branded seasonal, outdoor recreation products. The Company operates through four segments: Marine Electronics, Outdoor Equipment, Watercraft and Diving. The Company's products are used for fishing from a boat, diving, paddling, hiking and camping.
The Company's Marine Electronics segment brands are Minn Kota battery-powered fishing motors for quiet trolling or primary propulsion, marine battery chargers and shallow water anchors; Humminbird sonar and global positioning system (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 outdoor specialty retailers, such as Bass Pro Shops and Cabela's; retail store chains; marine products distributors; original equipment manufacturers (OEMs) 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.
The Company's consumer marketing and promotion activities include product placements on fishing-related television shows, and print advertising and editorial coverage in outdoor, general interest and sport magazines. It also includes professional angler and tournament sponsorships; packaging and point-of-purchase materials and offers consumer appeal and sales; branded Websites; social media networks, and online promotions.
The Company competes with Brunswick Corporation, Pro Charging Systems, Power Products, LLC, JL Marine Systems, Navico, FLIR Systems, Jeppesen Marine Inc, Big Jon Sports, and Walker and Scotty.
The Company's Outdoor Equipment segment brands are Eureka!, which includes consumer, commercial and military tents and accessories, sleeping bags, camping furniture and other recreational camping products; Jetboil, which includes portable outdoor cooking systems, and Silva, which consists of field compasses. The Company's brand Eureka! consumer tents, sleeping bags, camping furniture and other recreational camping products are sold in the United States and Canada through independent sales representatives, to camping and backpacking specialty stores, sporting goods stores, catalog and mail order houses, and through Internet retailers.
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 to general rental stores, and other commercial tents and accessories sold directly to tent erectors. The Company's commercial tent products range from 10 inch x 10 inch canopies to approximately 120 inch wide pole tents and other frame structures and are manufactured by the Company at the Company's Binghamton, New York location.
The Company's brand Eureka! designs and manufactures large, heavy-duty tents and lightweight backpacking tents for the military. Tents produced for military use include modular general purpose tents, rapid deployment shelters and various lightweight one and two person tents. The Company manufactures military tent accessories, such as fabric floors and insulated thermal liners and is also a subcontract manufacturer for other providers of military tents. Its Jetboil portable outdoor cooking systems are sold in the United States and Canada through independent sales representatives, to camping and backpacking specialty stores, sporting goods stores, catalog and mail order houses and through Internet retailers. 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 in North America where the Company owns Silva trademark rights.
The Company competes with Kelty, The North Face, Marmot, Cascade Designs, Anchor Industries, Aztec Tents, HDT, Alaska Structures, Camel, Outdoor Venture and Diamond Brand.
The Company's Watercraft segment designs and markets Necky 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 by third-party sources located in North America and Asia. The Company's kayaks, canoes and accessories are sold through multiple channels in the United States, Europe and the Pacific Basin with an emphasis on independent specialty retailers and large outdoor retailers. The Company has a network of distributors who sell its products outside of North America. 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.
The Company competes with Confluence Outdoor, Hobie Cat, Wenonah Canoe, Jackson Kayak and Legacy Paddlesports.
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 line of underwater diving and snorkeling equipment, including regulators, buoyancy compensators, dive computers and gauges, wetsuits, masks, fins, snorkels and accessories. Products are sold through select distribution to independent specialty dive stores across the world. These specialty dive stores sell the Company's products over the counter, as well as through its own Websites. In addition, it generally provides a 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 markets its equipment in diving magazines, through 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, materials and other components from third parties.
The Company competes with Aqua Lung, Suunto, Atomic Aquatics, Oceanic, Cressi and Mares.
Johnson Outdoors Inc
555 Main St
RACINE WI 53403-1000