Morrell Targets
Morrell Targets is a family-owned U.S. manufacturer of archery targets — bag, foam, 3D, youth, and commercial — sold direct-to-consumer and through a nationwide dealer network, serving hunters, tournament archers, commercial ranges, and the NASP school program.
- Company typePrivate
- Founded1986
- HeadquartersAlma, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Morrell Targets does
Morrell Targets (legal entity: Morrell Manufacturing, Inc.) is a family-owned manufacturer of archery targets headquartered in Alma, Arkansas. Founded in 1986 by Dale Morrell, who originated the bag target design while working as a brick mason, the company has operated continuously for 30+ years and remains independently owned with no institutional investors or external funding. All products are manufactured in the USA at a single facility. The product portfolio spans five categories: bag targets (Yellow Jacket series), foam targets (High Roller Foam and Center Punch lines), 3D targets (Transformer Buck), youth targets (NASP-approved), and commercial-grade targets (M48, BOA Compression, Outdoor Range XXL), supplemented by replacement covers, paper and polypropylene target faces, and accessories. The underlying technology is proprietary multi-layered foam design, with patented innovations including MLDD (Multi-Layered Density Design) with up to 76 layers, Nucleus Center, High Roller Foam (stops arrows up to 500 FPS), Poly-Fused Cellular Foam, Offset Bullseye Technology, and the IFS (Internal Frame System) for youth targets.
The company sells through a dual-channel model: direct-to-consumer e-commerce at morrelltargets.com and a nationwide dealer network spanning 50+ states. Pricing is unit-based, ranging from $11.99 for polypropylene target faces to $1,299.99 for commercial-grade targets, with bulk pricing for schools, NASP programs, and government entities. Primary customer segments include tournament/professional archers, bowhunters, youth archery via the National Archery in the Schools Program (NASP), commercial ranges and clubs, and dealers/retailers. Morrell holds the Reader's Choice Gold Award for bag targets for 31 consecutive years and is the official target of NASP state and national tournaments at the Gold Medal sponsorship level. Marketing is anchored by pro-staff endorsements from hunting personalities (Ted Nugent, Buck Commander, Bone Collectors) and tournament champions, plus content marketing and dealer channel development. The company has no parent, no subsidiaries, no disclosed funding rounds, and no public M&A activity.
Morrell Targets firmographics
Firmographics- Name
- Morrell Targets
- Legal name
- Morrell Manufacturing, Inc.
- Website
- https://morrelltargets.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Morrell Targets is a family-owned U.S. manufacturer of archery targets — bag, foam, 3D, youth, and commercial — sold direct-to-consumer and through a nationwide dealer network, serving hunters, tournament archers, commercial ranges, and the NASP school program.
- Ownership category
- akta.pro rank
Morrell Targets industry classification
Industry- Product category
- Archery Targets
- akta.pro primary industry
- Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG)
- akta.pro secondary industries
- Archery Equipment & Accessories Retail (CRAMAKAB), Hunting, Shooting Sports & Archery Retail (CRAMABAK)
Keywords
Where Morrell Targets is headquartered
LocationHeadquarters
- HQ city
- Alma
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Morrell Targets business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Archery Target Sales: Direct product sales through e-commerce website and dealer network. Products include bag targets, foam targets, 3D targets, youth targets, commercial targets, and replacement covers/faces.
- Wholesale/Dealer Sales: B2B sales through authorized dealer network, archery shops, and sporting goods retailers. Includes bulk pricing for schools, NASP programs, and commercial ranges.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level Target Faces |
| Unit Pricing | Pay-as-you-go | Bag Targets |
| Unit Pricing | Pay-as-you-go | Foam Targets |
| Unit Pricing | Pay-as-you-go | Commercial/Professional Targets |
| Unit Pricing | Pay-as-you-go | Youth/School Targets |
| Unit Pricing | Pay-as-you-go | Replacement Covers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Morrell Targets product offering
Product offeringCore offering
Morrell Targets designs, manufactures, and sells USA-made archery targets — including bag targets (Yellow Jacket line), multi-layered foam targets (High Roller Foam, Center Punch), 3D animal targets (Transformer Buck, Vital Signs), NASP-approved youth and school targets, and commercial range targets (M48, BOA Compression, Outdoor Range XXL) — along with replacement covers, target faces, and accessories. Products are sold direct-to-consumer through the company's e-commerce site and through a nationwide authorized dealer network serving individual archers, hunters, schools, and commercial ranges.
Product overview
Morrell Targets (Morrell Manufacturing, Inc.) is a family-owned archery target manufacturer established in 1986, producing a comprehensive portfolio of USA-made archery targets from their facility in Alma, Arkansas. The product portfolio is organized into distinct categories: Foam Targets (including High Roller Foam and Center Punch series), Bag Targets (Yellow Jacket series including Supreme, YJ-350, YJ-380, YJ-425, YJ-450 Plus, and Kinetic models), 3D Targets (Transformer Buck series with rotating head designs), Youth Targets (NASP-approved targets including Youth Arcade and NASP Eternity School Target), Commercial Targets (M48, BOA Compression, Outdoor Range XXL), and Target Accessories (replacement covers, paper/polypropylene target faces, and poundage gauges). The company holds Reader's Choice Gold Award for Bag Targets for 31 consecutive years and has been voted #1 in consumer and dealer contests for over 20 years. Morrell Targets is the official target of NASP state and national tournaments and supports youth archery through the National Archery in the Schools Program.
Differentiator
Problem solved
Functional benefit
Brands
- Yellow Jacket: Line of bag targets including Supreme, YJ-425, YJ-450 Plus, YJ-350 Dual Threat, Swarm, MOD Pro, and Kinetic series
- High Roller Foam
- Center Punch
- Transformer
- NASP
- Supreme Range
- Outdoor Range
Products and services
- Yellow Jacket Bag Target Series Morrell's flagship bag target line including Supreme 3, YJ-350 Dual Threat, YJ-380, YJ-425, YJ-450 Plus, Kinetic X (500 FPS), MOD Pro, Stinger, Swarm, and Kinetic models. Features patented Nucleus Center and Multi-Layered Density Design, with E-Z tote carrying handle; designed for field points and broadheads and for use by individual archers and hunters practicing at home or at ranges.
Quantifiable outcome
- 31 consecutive Reader's Choice Awards
- +1 more outcomes
Companies that use Morrell Targets
Customer profileNamed customers13 records
Segments5 records
Ideal customer profiles5 records
Morrell Targets technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Morrell Targets partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- National Archery in the Schools Program (NASP)coreMorrell is the official target of NASP state and national tournaments and has earned Gold Medal level sponsor status. The company donates scholarship money and target support to NASP, and donates a percentage back to the NASP Foundation in each state for every NASP Eternity Target sold. Morrell developed the ultimate in-school target system with the NASP Eternity Target featuring 220 layers of material.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Morrell Targets competitors and assessment
Company assessmentDirect peers
- McKenzie Targets: Specialist in 3D archery targets including lifelike animal designs. Overlaps with Morrell's Transformer Buck line and Hunting Enthusiast customer segment.
- Bulldog Archery Targets: U.S. archery target maker offering foam and bag targets for hunting and practice. Comparable product breadth and channel mix to Morrell's mid-tier offerings.
- Rinehart Targets: Manufacturer of 3D and foam archery targets headquartered in the U.S. Direct competitor to Morrell's 3D Target and High Roller Foam product lines, with comparable multi-layer foam technology and tournament-grade positioning.
- Field Logic (GlenDel / Hurricane): Archery target manufacturer behind the GlenDel and Hurricane target brands, operating under GSM Outdoors. Competes head-to-head with Morrell in multi-sided foam and bag targets across hunting and tournament use cases.
- Delta Sports Targets: Manufacturer of archery targets including layered foam designs. Direct competitor in the bag and foam target categories where Morrell competes on durability and price.
- Black Hole Archery Targets: Specialty archery target manufacturer with layered foam technology. Competes with Morrell in the bag target and replacement cover space.
- Block Targets: U.S. manufacturer of layered foam archery targets. Closely comparable to Morrell's Yellow Jacket series in product format, durability claims, and bowhunting customer profile.
Broad incumbents
- Bass Pro Shops: Mass-market outdoor recreation retailer that stocks its own private-label and third-party archery targets. Comparable through distribution channel overlap and shared hunting/outdoor customer base.
- Lancaster Archery Supply: Large archery specialist retailer carrying multiple target brands. Comparable as a channel and competitor to Morrell's dealer network, with overlapping consumer and tournament customers.
Emerging players
- BIGSHOT Targets: Smaller archery target brand focused on innovative foam and layered designs. Partial overlap with Morrell's mid-tier offerings, often positioned at price-competitive SKUs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Morrell Targets social profiles
Digital presenceMorrell Targets financial estimates
Financial estimateRevenue estimate
Valuation estimate
Morrell Targets leadership team
Management profileNumber of profiles
Profiles1 record
Morrell Targets funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Morrell Targets M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Morrell Targets
What does Morrell Targets do?
Morrell Targets designs, manufactures, and sells USA-made archery targets — including bag targets (Yellow Jacket line), multi-layered foam targets (High Roller Foam, Center Punch), 3D animal targets (Transformer Buck, Vital Signs), NASP-approved youth and school targets, and commercial range targets (M48, BOA Compression, Outdoor Range XXL) — along with replacement covers, target faces, and accessories. Products are sold direct-to-consumer through the company's e-commerce site and through a nationwide authorized dealer network serving individual archers, hunters, schools, and commercial ranges.
Is Morrell Targets a public or private company?
Morrell Targets is a private company. It is classified as family owned and is currently operating.
When was Morrell Targets founded?
Morrell Targets was founded in 1986. It employs 51 to 100 people.
Where is Morrell Targets based?
Morrell Targets is headquartered in Alma, United States, in the North America region.
How does Morrell Targets make money?
Two revenue lines are on record. Archery Target Sales are the primary driver. The others are wholesale/Dealer Sales.
Who are Morrell Targets's main competitors?
Direct peers on record are McKenzie Targets, Bulldog Archery Targets, Rinehart Targets, Field Logic (GlenDel / Hurricane), Delta Sports Targets, Black Hole Archery Targets and Block Targets. Broad incumbents are Bass Pro Shops and Lancaster Archery Supply. BIGSHOT Targets is listed as an emerging player.
Does Morrell Targets have an API?
No public API is recorded for Morrell Targets.
What industry is Morrell Targets in?
Morrell Targets's product category is Archery Targets. Its primary akta.pro industry code is CRAMAKAG, Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection), with a secondary code of CRAMAKAB, Archery Equipment & Accessories Retail.