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Academy Buys Redfield #8235038 04/13/21 06:31 PM
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Leupold and Stevens sell Redfield brand to Academy Sports and Outdoors for undisclosed amount.


Originally Posted by MikeC
Never underestimate a meth head!


Re: Academy Buys Redfield [Re: TXHOGSLAYER] #8235042 04/13/21 06:36 PM
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BEAVERTON, Ore. (April 13, 2021) — Leupold & Stevens, Inc., provider of the world’s most rugged, lightweight, and clear sport optics, is pleased to announce the sale of the Redfield brand to Academy Sports + Outdoors (“Academy”) (NASDAQ: ASO).

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

The sale includes the brand rights for the Redfield brand of sports optics. Academy will develop and sell quality sports optics exclusively for Academy Sports + Outdoors under the Redfield brand going forward. Leupold will continue to support the warranty obligations for any legacy purchases of Redfield optics.

Redfield will join Academy’s portfolio of exclusive brands which already includes outdoor brands like Magellan Outdoors, Monarch, H2O Xpress, and Game Winner.

Academy is a leading full-line sporting goods and outdoor recreation retailer in the United States. Originally founded in 1938 as a family business in Texas, Academy has grown to 259 stores across 16 contiguous states.

Academy's mission is to provide "Fun for All" and fulfills this mission with a localized merchandising strategy and value proposition that strongly connects with a broad range of consumers. Academy's product assortment focuses on the key categories of outdoor, apparel, footwear and sports & recreation, which goes well beyond traditional sporting goods and apparel offerings.

Founded in Oregon more than a century ago, Leupold & Stevens, Inc. 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 USA. The product lines include rifle, handgun and spotting scopes; binoculars; rangefinders; mounting systems; and optical tools, accessories, and pro gear.


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Re: Academy Buys Redfield [Re: TXHOGSLAYER] #8235049 04/13/21 06:39 PM
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Interesting stuff. This will probably cement the public perception that the Redfield brand represents entry level, low cost products.


NRA Patron & DSC Lifer
Re: Academy Buys Redfield [Re: syncerus] #8235059 04/13/21 06:49 PM
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Originally Posted by syncerus
Interesting stuff. This will probably cement the public perception that the Redfield brand represents entry level, low cost products.

I thought Redfield was already well cemented as representing entry level, low cost products.


Originally Posted by SnakeWrangler
Originally Posted by TurkeyHunter
And make Kamila president

She’d just end up blowing it......
Re: Academy Buys Redfield [Re: TXHOGSLAYER] #8235078 04/13/21 07:05 PM
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The big question is will they still be made in USA?


"Whitetail Deer are extinct because of rifles with telescopes mounted on them." - My 11th Grade English Teacher
Re: Academy Buys Redfield [Re: LeonCarr] #8235378 04/13/21 11:48 PM
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Originally Posted by LeonCarr
The big question is will they still be made in USA?


100% they will be made in China.





Re: Academy Buys Redfield [Re: TXHOGSLAYER] #8235395 04/13/21 11:56 PM
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Up until the early to mid 1990's Redfield was seen as a direct competitor of Leupold. When I bought my first rifle in 1997 they had started to lose steam but were still very high quality scopes. I considered buying one to put on my new to me rifle but ended up getting a Leupold for my birthday instead. My how things have changed!!!! Never thought I would see the day that a leading scope manufacturer in its day would become a house brand for a big box sporting goods store.

I actually have a couple of vintage Redfields and they are solid scopes. The glass cant compete with todays glass but still very solid scopes and they mate well with vintage rifles.

Re: Academy Buys Redfield [Re: TXHOGSLAYER] #8235825 04/14/21 01:27 PM
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Sorry to hear that, Denver Redfield's were a solid scope back in “the day” yeah they weren’t high end scopes but they were a good value. I have several “Redpold” Revolution scopes and thought they made a pretty decent 4-12 scope for under $300, and was one of my recommendations to friends wanting a sub $300 scope. Sad to see that an established name will be used to hawk sub par chinese crap now.

Re: Academy Buys Redfield [Re: TXHOGSLAYER] #8235831 04/14/21 01:34 PM
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I actually love Academy and hope they will do great with this acquisition. I think they're business deals, like Yildiz and some Igloo products, tend to be very good for a consumer like me. Hopefully they do avoid making them in China.

Re: Academy Buys Redfield [Re: TXHOGSLAYER] #8235901 04/14/21 02:29 PM
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100 bucks says they move all production to China. The Leupold owned Redfield binoculars I bought a couple years ago were made there. Makes you wonder if Leupold is going to honor the lifetime warranty on they Redfield products they built and sold.


Currently re-enrolled in the school of hard knocks.
Re: Academy Buys Redfield [Re: chalet] #8235946 04/14/21 03:15 PM
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Originally Posted by chalet
100 bucks says they move all production to China. The Leupold owned Redfield binoculars I bought a couple years ago were made there. Makes you wonder if Leupold is going to honor the lifetime warranty on they Redfield products they built and sold.


Pretty sure it’s all there already


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Re: Academy Buys Redfield [Re: TXHOGSLAYER] #8235955 04/14/21 03:22 PM
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Redfield just went farther down the crapper, can’t get much deeper now.

Re: Academy Buys Redfield [Re: TXHOGSLAYER] #8235981 04/14/21 03:39 PM
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Redfield binoculars are darn good for what ne pays for them.

Re: Academy Buys Redfield [Re: TXHOGSLAYER] #8236282 04/14/21 07:17 PM
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Leupold's President & CEO needs to stop lying. Leupold has never produced the world's best performance optics. Never!

Re: Academy Buys Redfield [Re: Txhillbilly] #8236348 04/14/21 08:12 PM
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He not lying, at one time he was probably spot on.

Re: Academy Buys Redfield [Re: TXHOGSLAYER] #8236376 04/14/21 08:37 PM
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When people say, "they used to make good stuff back in the day" I hear "that's as good as it got back in the day, we didn't know any better".

Re: Academy Buys Redfield [Re: FTWshooter] #8236440 04/14/21 09:30 PM
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Originally Posted by FTWshooter
Sorry to hear that, Denver Redfield's were a solid scope back in “the day” yeah they weren’t high end scopes but they were a good value. I have several “Redpold” Revolution scopes and thought they made a pretty decent 4-12 scope for under $300, and was one of my recommendations to friends wanting a sub $300 scope. Sad to see that an established name will be used to hawk sub par chinese crap now.


yep


hold on Newt, we got a runaway
Re: Academy Buys Redfield [Re: jeepercreeper] #8236552 04/14/21 11:15 PM
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Originally Posted by jeepercreeper
When people say, "they used to make good stuff back in the day" I hear "that's as good as it got back in the day, we didn't know any better".


Probably not far off. Leupold, Weaver and Redfield worked pretty good back in the day before we found out we needed much more expensive scopes with a lot more bells and whistles. Just a bunch of dumb Neanderthals killing big game. grin





Re: Academy Buys Redfield [Re: glocker17] #8236907 04/15/21 06:15 AM
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Originally Posted by glocker17
He not lying, at one time he was probably spot on.


Maybe America's best optics, but Leupold has never been better than Swarovski, Kahles, Zeiss or many other European optics.

Re: Academy Buys Redfield [Re: Txhillbilly] #8237066 04/15/21 12:41 PM
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Originally Posted by Txhillbilly
Originally Posted by glocker17
He not lying, at one time he was probably spot on.


Maybe America's best optics, but Leupold has never been better than Swarovski, Kahles, Zeiss or many other European optics.


It’s just marketing BS like the world’s best pizza or world’s best cup of coffee. Been going on forever.





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