The biggest piece of news coming out of acquisition of Bushnell Group Holdings by ATK is that there isn’t much news here. Yes, big fish get eaten by even bigger fish and in the last year ATK has swallowed a couple sizeable morsels in the outdoor industry, first with the acquisition of Savage Arms and now with Bushnell and its family of brands.
With so many brand’s under the ATK umbrella (see list below) it isn’t unreasonable to worry that after a few rounds of tequila shots that the board of directors could sink the entire outdoors industry with an ill-timed investment in bitcoins or gluten futures.
But I don’t think that’s likely. To date, ATK has done a good job managing its brands, mostly by avoiding the temptation to over manage. The company has operated with a light touch in terms of consolidating manufacturing and operations and, as a result, Federal Premium, RCBS, Blackhawk and the other ATK properties are all doing just fine.
Here’s the full list of what falls under the ATK commercial portfolio once the ink dries on this latest deal. This is from the release put out by ATK:
“(Bushnell) provides a complementary portfolio of 19 outdoor brands in sports optics, outdoor accessories and performance eyewear, including the iconic Bushnell brand and other authentic, heritage names such as Primos, Bolle, Hoppe’s, Uncle Mike’s, Butler Creek and Serengeti….
“ATK’s ammunition brands include Federal Premium, CCI, Fusion, Speer, Estate Cartridge and Blazer. ATK’s accessories brands include BLACKHAWK!, Eagle, Alliant Powder, RCBS, Champion Target, Gunslick Pro, Outers, and Weaver Optics. In June 2013, ATK acquired Savage Sports Corporation, adding centerfire and rimfire rifles, shotguns and shooting range systems used for hunting and competitive and recreational shooting to its product offering.”_