American Outdoor Brands

American Outdoor Brands, Inc.

Company type	Public
Industry	Outdoor sports and recreational products
Predecessor	Smith & Wesson Holding Corporation
Founded	1992
Fate	Spin-off of Smith & Wesson Brands in 2020
Headquarters	Columbia, Missouri , United States
Key people	Mark Smith (Co-CEO), Brian Murphy (Co-CEO)
Products	Outdoor sports and recreational products; includes brands like Battenfeld Technologies, Taylor Brands, Crimson Trace, Grilla Grills

American Outdoor Brands, Inc. is a manufacturer based in the United States that focuses on products for outdoor sports and recreational activities, overseeing a collection of 18 distinct brands. Previously, the company included Smith & Wesson firearms until a separation in 2020 prompted by political and market influences. Its corporate headquarters are located in Columbia, Missouri.

History

In 2001, Saf-T-Hammer Corporation purchased Smith & Wesson from Tomkins plc for $15 million plus $30 million in assumed debt, with the objective of integrating firearm safety devices into its offerings. The company was subsequently renamed Smith & Wesson Holding Corporation in 2002.

Smith & Wesson broadened its portfolio in December 2014 by acquiring Battenfeld Technologies, a designer of hunting and shooting accessories based in Columbia, Missouri, for $130.5 million, thereby uniting its accessory lines under a single division.

The firm continued to diversify its holdings in 2016 through the acquisitions of Crimson Trace (specializing in laser sights) for $95 million, Taylor Brands (manufacturers of tools and knives) for $85 million, and UST Brands (providers of survival gear) for $32.3 million. These strategic moves aimed to penetrate the wider rugged outdoor market and mitigate the financial fluctuations associated with firearm sales.

Reflecting this strategic transition, on November 7, 2016, Smith & Wesson Holding Corporation changed its name to American Outdoor Brands Corporation to create distance from controversies surrounding the firearm sector. Despite this repositioning, firearms still represented 86% of revenue by 2017, with annual shipments totaling approximately 420,000 long guns. Prominent subsidiaries at that time included Battenfeld Technologies, Taylor Brands, and Crimson Trace.

In November 2019, the company revealed plans to separate into two distinct entities: Smith & Wesson Brands to concentrate on firearms and American Outdoor Brands to focus on outdoor products. This decision was influenced by political and economic challenges. The spin-off was finalized in August 2020, with American Outdoor Brands commencing trading on NASDAQ under the ticker AOUT.

Leadership adjustments took place in January 2020 when CEO P. James Debney was succeeded by co-CEOs Mark Smith and Brian Murphy following allegations of misconduct.

Furthering its growth strategy, American Outdoor Brands acquired grill manufacturer Grilla Grills in March 2022, expanding its product offerings and presence within the outdoor recreation market.

This progression underscores American Outdoor Brands' approach of utilizing acquisitions and rebranding initiatives to increase market penetration and stabilize financial outcomes across various outdoor product categories.