What Drake Waterfowl Systems does

Drake Waterfowl Systems, founded in 2002 and headquartered in Olive Branch, Mississippi, is a specialty outdoor apparel company that designs, markets, and distributes hunting, fishing, and casual apparel under the Drake brand along with sub-brands Ol' Tom (turkey hunting), Non-Typical (whitetail and big game), and Drake Casual (lifestyle). Its core product is performance waterfowl hunting gear — waders, insulated jackets, bibs, and accessories built around third-party material technologies including Gore-Tex for waterproof/breathable membranes, PrimaLoft and Thinsulate for insulation, Agion Active X2 for scent control, Vital Protection for insect repellency, and proprietary constructions such as the Eqwader neoprene wader system and Fowl-Proof YKK zippers. The portfolio is organized into seasonal technology lines (EST for early season above 60°F, MST for mid season 30-60°F, LST for late season below 30°F) and premium collections such as BMF and Hardline, with Mossy Oak camouflage pattern licensing used across the lineup.

The company makes money primarily through direct-to-consumer e-commerce at drakewaterfowl.com, supplemented by a dealer network, a B2B wholesale portal for retailers and group orders, and a physical retail store. Pricing is unit-based, with accessories starting around $15 and premium waders priced at $999 (e.g., the BMF1600 Kevlar Wader). Repeat purchase behavior is incentivized through the Hunt Club loyalty program with four tiered membership levels (Bronze Wing, Silver Decoy, Gold Sprig, Platinum Drake), points-based redemption, free shipping over $99 for members, and early sale access. Discount programs via GOVX ID serve military, first responders, government employees, and teachers. The customer base spans individual waterfowl hunters, turkey hunters, deer hunters, gun dog owners, casual outdoor consumers, and collegiate buyers — each served by a distinct sub-brand or collection.

Drake is a privately held, middle-market company. It received growth capital from Northstar Capital in September 2021 as part of the firm's $500 million Fund VII (debt and equity co-investment), following an earlier $4 million raise from Advantage Capital in August 2020. The company employs approximately 120 people across 17 states and has stated that revenue doubled over a two-year period through 2026 (per a UKG workforce-management case study). Operations are concentrated in the United States, and the company is led by CEO John Woodard, founder Tate Wood, and CFO Kevin Williams.

Name

Drake Waterfowl Systems

Legal name

Drake Waterfowl

Website

https://www.drakewaterfowl.com/

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

Drake Waterfowl Systems is a privately held, U.S.-based specialty outdoor apparel company that designs and sells premium hunting gear — primarily waterfowl, plus turkey, whitetail, and casual lines — through DTC e-commerce, wholesale, dealer, and retail channels, backed by Northstar Capital.

Ownership category

akta.pro rank

Product category

Hunting Apparel

NAICS

Sporting Goods Retailers (45911), Shoe Retailers (45821)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro primary industry

Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD)

akta.pro secondary industry

Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE)

Keywords

• Hunting apparel
• Waterfowl gear
• Outdoor clothing
• Waders and jackets
• Hunting accessories

Headquarters

HQ city

Olive Branch

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Direct-to-consumer e-commerce sales of hunting apparel, footwear, and accessories through drakewaterfowl.com. One-time purchase model with prices ranging from $15-$1000+ per item.
2. B2B Wholesale: Wholesale distribution through dealer network and B2B portal for independent retailers and outdoor gear shops
3. Loyalty Program: Hunt Club rewards program generates repeat purchases through points-based incentives and tiered membership benefits

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Drake Waterfowl Systems designs, manufactures, and sells premium hunting apparel, waders, footwear, bags, and accessories under multiple sub-brands including Drake Waterfowl, Ol' Tom (turkey hunting), Non-Typical (whitetail hunting), and Drake Casual (lifestyle). Products incorporate third-party performance technologies such as Gore-Tex, PrimaLoft, Thinsulate, Agion Active X2 scent control, and Vital Protection insect repellent, distributed via direct-to-consumer e-commerce, dealer network, B2B wholesale portal, and a physical retail store.

Product overview

Drake Waterfowl Systems is a premium hunting apparel brand organized around a multi-brand, multi-pursuit portfolio. The core Drake Waterfowl brand focuses on waterfowl hunting with collections including BMF (premium technical gear), Hardline (durable field gear), CommandXT, Throwback 80 (heritage), and Eqwader (neoprene systems), plus seasonal technology lines (EST for early season, MST for mid season, LST for late season). Supporting sub-brands include Ol' Tom for turkey hunting with Spider Web Technology, Drake Non-Typical for whitetail/big game with Hydro Wool and Nova Silencer collections, and Drake Casual for lifestyle apparel. The company also offers Team Gun Dog gear and operates the Hunt Club Rewards loyalty program. Products incorporate third-party material technologies including Gore-Tex, PrimaLoft Insulation, Thinsulate, Agion Active X2 Scent Control, and Vital Protection insect repellent.

Differentiator

Problem solved

Functional benefit

Brands

• Ol' Tom: Technical turkey hunting gear sub-brand offering vests, chest packs, shirts, pants, bibs, and accessories designed specifically for turkey hunting.
• Non-Typical

Products and services

• Drake Waterfowl (Core Brand) Primary waterfowl hunting apparel and gear brand offering jackets, waders, shirts, pants, bibs, boots, bags, and accessories with technologies including Gore-Tex, PrimaLoft Insulation, Thinsulate, Agion Active X2 Scent Control, and Vital Protection Insect Repellent for duck and goose hunters.
• Ol' Tom Turkey Hunting Gear Turkey hunting gear sub-brand featuring vests, chest packs, shirts, hoodies, pullovers, pants, bibs, rain gear, headwear, gloves, caps, bags, and accessories with Spider Web Technology Line, designed for turkey hunters.
• Drake Non-Typical Whitetail Hunting Apparel Whitetail and big game hunting brand offering jackets, vests, hoodies, pullovers, shirts, pants, bibs, gloves, headwear, caps, and accessories with Hydro Wool Collection, Nova Silencer Collection, and SWT Collection for deer hunters.
• Drake Casual Lifestyle Apparel Casual outdoor lifestyle apparel line featuring button-down shirts, polos, t-shirts, hoodies, pullovers, jackets, vests, shorts, pants, hats, footwear, and lifestyle accessories with Lake Shore Collection and Patriotic Collection for everyday wear.
• BMF Collection Premium waterfowl hunting gear line featuring BMF1600 Kevlar Wader with Primaloft, BMF Uninsulated Pit Bib, BMF EST Offset apparel, and BMF 3-in-1 Pit Jacket with Primaloft, designed for harsh conditions with 3-layer stretch materials.
• Hardline Collection Durable waterfowl hunting gear line featuring insulated and uninsulated breathable waders, blind bags, shoulder bags, sling packs, and accessories built for wet and unforgiving conditions.
• CommandXT Collection Waterfowl hunting apparel collection featuring CommandXT 3-in-1 Primaloft Insulated Jacket and other technical hunting gear.
• Throwback 80 Collection Heritage waterfowl and turkey hunting gear collection featuring throwback styling with cotton canvas duffle bags, field bibs, field pants, and classic outdoor apparel.
• Eqwader Hybrid System Neoprene wader system featuring Buckshot Eqwader 1600 Neoprene Wader 3.0 with waterproof seams and Hydro-Flex knee pads, designed for top-tier waterfowl hunting.
• Guardian Elite Waders Premium wader line featuring Guardian Elite HND Front Zip Waders (insulated and uninsulated versions) with 4-layer upper body and 5-layer legs, X-Crossing-Back Straps, and Magnattach pockets.
• LST Late Season Technology Line Late season hunting apparel technology line featuring LST Silencer Fleece-Lined Hoodie, LST Hardline Insulated Bib, and LST BMF 3-in-1 Pit Jacket designed for temperatures below 30°F.
• MST Mid Season Technology Line Mid season hunting apparel technology line designed for temperatures between 30-60°F with balanced insulation and breathability.
• EST Early Season Technology Line Early season hunting apparel technology line featuring BMF EST Offset 1.0 Crew and BMF EST Offset 1.0 Quarter Zip Hoodie designed for temperatures 60°F and above.
• Team Gun Dog Gear Gun dog gear line featuring Landing Zone Quilted Canvas Dog Bed with memory foam core and other canine accessories for outdoor dogs.
• Wingshooter Shirts Heritage hunting shirt collection featuring Wingshooter Trey Cross Hatch, Wingshooter Trey Grid Check, and Wingshooter's Trey Dobby Button-Down shirts with moisture-wicking and vented cape back designs.
• Lake Shore Collection Casual lifestyle collection featuring Lake Shore Dock Short, Lake Shore Performance Long Sleeve Hoodie, Lake Shore Flip Flops, and Lake Shore Shorty Short with water-repellent stretchy designs.
• Lumen Headlamps Lighting accessories featuring Lumen Headlamp EVO350 and EVO250 with dual-fuel capability, adjustable modes, and pivoting heads for hunting and outdoor use.
• Hunt Club Rewards Program Customer loyalty program with Bronze Wing, Silver Decoy, Gold Sprig, and Platinum Drake tiers offering points per dollar spent, free shipping, early access to sales, and tier-specific benefits.

Quantifiable outcome

• 97% reduction in payroll processing time from 5 hours to 7 minutes using UKG Ready suite
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• UKGcoreTechnology or Integration · 12 May 2026UKG provides workforce management solutions (UKG Ready suite, UKG Bryte AI) enabling Drake Waterfowl to consolidate seven disparate systems, achieve 97% reduction in payroll processing time, and reduce turnover from 347% to double digits.
• Mossy OakcoreTechnology or IntegrationLicensing partnership for Mossy Oak camouflage patterns (Bottomland, Fall Foliage, Full Foliage, Original Break Up, Shadow Branch, etc.) used across Drake product lines for proven concealment patterns.
• GOVX IDminorGTM or Marketing PartnerGOVX ID verification service enabling military personnel, first responders, government employees, and teachers to access exclusive discounts on Drake products.
• Ducks UnlimitedminorGTM or Marketing PartnerPartnership visible in footer imagery suggesting co-branding or conservation organization alignment. Nature of partnership unclear from available content.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Filson: Filson is a heritage outdoor apparel brand with a hunting and outdoor lifestyle line, comparable to Drake Casual and Throwback 80 collections; broader portfolio and longer history, but overlapping customer and category.
• Orvis: Orvis is a long-established outdoor retailer and brand offering hunting apparel, fly fishing gear, and lifestyle products; competes with Drake Casual and accessories, but with broader categories and a strong retail footprint.

Direct peers

• Banded Holdings: Banded is a hunting apparel and gear brand with strong waterfowl focus, offering waders, jackets, and accessories that directly overlap with Drake Waterfowl's core product catalog and customer base.
• Frogg Toggs: Frogg Toggs is a hunting and fishing apparel brand known for lightweight, waterproof rain gear at value price points, competing with Drake's MST and Hardline collections.
• Pnuma Outdoors: Pnuma Outdoors is a premium hunting apparel brand offering technical hunting gear across big game and waterfowl, targeting the same premium price tier and customer as Drake's core and Non-Typical lines.
• First Lite: First Lite is a premium hunting apparel brand built around merino wool and technical layering systems, competing directly with Drake's Non-Typical and casual apparel lines in the whitetail and big game categories.
• Kuiu: Kuiu is a premium, venture-backed hunting apparel brand focused on ultralight technical gear for big game and mountain hunting, overlapping with Drake's Non-Typical and premium waterfowl lines.
• Sitka Gear: Sitka Gear is a premium hunting apparel brand owned by W.L. Gore (maker of Gore-Tex), directly competing with Drake in technical waterfowl, big game, and upland hunting apparel using similar premium materials and camo licensing.
• Badlands Gear: Badlands is a hunting apparel and packs brand serving big game and western hunters, comparable to Drake's product breadth, premium pricing approach, and direct-to-consumer plus dealer distribution model.
• HUK Performance Hunting: HUK is a fishing and hunting apparel brand offering technical performance gear at a slightly more accessible price point, competing with Drake's mid-tier products and Casual line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/DrakeClothingCo
• Facebookfacebook.com/DrakeWaterfowl
• Instagraminstagram.com/drakewaterfowl
• Xx.com/drakewaterfowl
• LinkedInlinkedin.com/company/drake-waterfowl-systems

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Drake Waterfowl Systems