PRADCO Outdoor Brands

What PRADCO Outdoor Brands does

PRADCO Outdoor Brands is a Birmingham, Alabama-based multi-brand holding company (legal entity: Plastic Research and Development Corporation) that manufactures and distributes hunting, fishing, and pet products through a controlled authorized dealer network in the United States and Canada. It operates as a wholly-owned subsidiary of EBSCO Industries, a diversified private conglomerate. The company is organized into three divisions — Hunting, Fishing, and Pets — encompassing more than 25 owned sub-brands including Moultrie (cellular trail cameras with AI-powered species detection), Summit Stands (tree stands), Whitetail Institute (food plots), Code Blue Scents, Knight & Hale, Rebel, Heddon, Arbogast, Cotton Cordell, Bomber, Bandit, Smithwick, YUM, BOOYAH, and pet brands Wingscapes and Simple Pets. Many of these brands have multi-decade or 75+ year market histories, and PRADCO Fishing is self-described as one of the largest fishing companies in the world.

Name

PRADCO Outdoor Brands

Legal name

Plastic Research and Development Corporation

Website

https://pradcooutdoorbrands.com

Company type

Private

Founded year

1894

Operating status

Operating

Headcount range

251–500 employees

Short description

PRADCO Outdoor Brands is a Birmingham, Alabama-based multi-brand holding company that manufactures and distributes hunting, fishing, and pet products — including Moultrie trail cameras, fishing lures, tree stands, and pet/wildlife accessories — through an authorized dealer network in the US and Canada, as a subsidiary of EBSCO Industries.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Equipment

NAICS

Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

akta.pro primary industry

Pet Care & Pet Supplies DTC (CRAFACAH)

akta.pro secondary industry

Pet & Animal Supplies Marketplaces (CRAFABAH)

Keywords

• Hunting equipment
• Fishing lures
• Outdoor recreation
• Trail cameras
• Pet products

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: PRADCO generates revenue primarily through the sale of physical outdoor recreation products including trail cameras, hunting stands, fishing lures, and pet products. The company sells through dealer networks and retail channels.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

PRADCO Outdoor Brands manufactures, markets, and distributes hunting, fishing, and pet products through a portfolio of legacy brands under three divisions: Hunting (Moultrie trail cameras, Summit Stands, Whitetail Institute, Texas Hunter feeders, Code Blue Scents, Knight & Hale calls, MaxxTuff gear, Ani-Logics deer nutrition), Fishing (Rebel, BOOYAH, YUM, Lindy, Bomber, Heddon, Cotton Cordell, Bandit, Smithwick, Arbogast, War Eagle, Bobby Garland, Whisker Seeker, Thill, and other lure brands), and Pets (Wingscapes and Simple Pets). Products reach consumers via an authorized dealer and reseller network governed by MAP and Resale Policies in the U.S. and Canada.

Product overview

PRADCO Outdoor Brands is a multi-brand portfolio company organized into three divisions: Hunting, Fishing, and Pets. The Hunting Division includes Moultrie (cellular trail cameras with mobile app featuring AI-powered species detection and game tracking), Summit Stands (tree stands), Code Blue Scents (attractant scents), Knight & Hale (game calls), Texas Hunter Products (feeders), Whitetail Institute (food plots), MaxxTuff (hunting gear), and Ani-Logics (deer nutrition products, acquired 2024). The Fishing Division comprises one of the largest portfolios of fishing lure brands in the world, including legendary names like Rebel, Heddon, Arbogast, and Cotton Cordell that have been market leaders for over 75 years, plus brands like YUM, BOOYAH, Bandit, Bomber, Smithwick, and others. The Pet Division offers Wingscapes (bird feeders and wildlife cameras) and Simple Pets (smart pet feeding solutions). The company positions itself on heritage and proven products tested in the field for decades.

Differentiator

Problem solved

Functional benefit

Brands

• Moultrie: Cellular trail cameras, feeders, game cameras, and innovative hunting app for hunting enthusiasts
• Summit Stands
• Whitetail Institute
• Texas Hunter Products
• Code Blue Scents
• Knight & Hale
• MaxxTuff
• Ani-Logics Outdoors
• Rebel Lures
• BOOYAH Bait Co
• Lindy Fishing Tackle
• Bomber Saltwater Grade
• YUM Baits
• Cotton Cordell Lures
• Little Joe
• Creek Chub
• Bandit Lures
• Heddon Fishing Lures
• Thill Floats
• Bomber Lures
• Smithwick Lures Co.
• Arbogast
• War Eagle
• Bobby Garland
• Crappie Pro
• Whisker Seeker
• Wingscapes
• Simple Pets

Products and services

• Moultrie Moultrie produces cellular trail cameras, feeders, game cameras, and an innovative hunting mobile app offering hunters a connected experience with AI-powered species detection, false alert reduction, and game tracking for hunting enthusiasts.
• Summit Stands Summit Stands manufactures tree stands and elevated hunting platforms for deer and other big-game hunting.
• Whitetail Institute Whitetail Institute offers food plot seeds, deer attractants, and habitat management products designed for whitetail deer hunting and land management.
• Texas Hunter Products Texas Hunter Products manufactures hunting feeders and related equipment for deer and wildlife feeding.
• Code Blue Scents Code Blue Scents produces deer attractant scent products leveraging proven attraction formulas for deer hunters.
• Knight & Hale Knight & Hale produces hunting game calls and accessories for deer and waterfowl hunting.
• MaxxTuff MaxxTuff produces protective hunting gear and accessories designed for durability in outdoor conditions.
• Ani-Logics Outdoors Ani-Logics Outdoors produces deer nutrition products including herd health and wildlife nutritional supplements for deer hunters and land managers.
• Rebel Lures Rebel Lures manufactures top-selling fishing lures that have been on the market for over 75 years, known primarily for bass fishing tackle.
• BOOYAH Baits BOOYAH Bait Co produces fishing baits and lures for various bass fishing applications.
• Lindy Fishing Tackle Lindy Fishing Tackle provides fishing tackle solutions including rigs and terminal tackle for various fishing techniques.
• Bomber Saltwater Grade Bomber Saltwater Grade produces saltwater fishing lures designed for durability and performance in marine environments.
• YUM Baits YUM Baits manufactures soft plastic baits for bass fishing and other freshwater applications.
• Cotton Cordell Lures Cotton Cordell produces legendary fishing lures that have been market leaders for decades, known for big bass lures.
• Heddon Lures Heddon Lures is a legendary fishing lure brand established by James Heddon, producing fishing lures for over 75 years.
• Bandit Lures Bandit Lures produces fishing lures primarily for bass fishing applications.
• Smithwick Lures Smithwick Lures Co manufactures fishing lures for freshwater bass fishing.
• Arbogast Arbogast, founded by Fred Arbogast, produces a wide range of fishing lures including jerkbaits and spinners with over 75 years of market presence.
• Bomber Lures Bomber Lures manufactures fishing lures including crankbaits for bass and other freshwater species.
• War Eagle Lures War Eagle Lures produces spinnerbaits and other fishing lures for bass fishing.
• Bobby Garland Lures Bobby Garland Lures produces crappie fishing lures and ice fishing baits.
• Whisker Seeker Whisker Seeker produces catfishing gear and rod combos designed for catfish angling.
• Thill Floats Thill Floats produces fishing floats and bobbers for various fishing applications.
• Little Joe Little Joe produces fishing products under the PRADCO Fishing portfolio.
• Creek Chub Creek Chub produces fishing lures and tackle under the PRADCO Fishing portfolio.
• Crappie Pro Crappie Pro produces crappie fishing lures and products.
• Wingscapes Wingscapes designs and manufactures bird feeders, wildlife cameras, and bird-watching products for pet owners and birding enthusiasts.
• Simple Pets Simple Pets offers smart pet feeding solutions and accessories designed to simplify daily pet care with innovative, high-quality products.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature2 records

Partnerships

One partnership is on record.

• Ani-Logics OutdoorscoreStrategic or Co-development Partner · 10 June 2024PRADCO Outdoor Brands acquired Ani-Logics Outdoors, a maker of deer nutrition products based in Worthington, MN. The acquisition aims to support research and development of wildlife nutritional products while maintaining existing operations in Worthington. Ani-Logics now operates as part of the PRADCO Hunting Brands division, focused on herd health and wildlife nutritional products.

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Shimano: Global leader in fishing tackle, cycling components, and rowing equipment. Comparable as a broad incumbent in fishing tackle serving the same angler customer base, though Shimano's scale and reel/rod focus differs from PRADCO's lure-centric portfolio.
• Daiwa: Major Japanese fishing tackle and equipment manufacturer with global distribution across rods, reels, and accessories. Comparable as a broad incumbent in fishing tackle, complementing rather than directly competing with PRADCO's lure portfolio.
• American Outdoor Brands: Outdoor products company (spun off from Smith & Wesson) offering hunting, shooting, and outdoor lifestyle products across multiple brands. Broad incumbent peer to PRADCO given its multi-brand hunting/shooting focus and similar dealer-channel model.

Direct peers

• Rapala: Finnish multi-brand fishing lure and tackle company owning Rapala, VMC, and other heritage lure brands sold globally. Direct peer to PRADCO's fishing brands (Rebel, Heddon, Arbogast, Bomber) in the lure category.
• Bushnell: Major optics, trail camera, and outdoor electronics brand now part of Vista Outdoor's Revelyst. Direct peer to PRADCO's Moultrie trail cameras in both the optics and connected game camera categories.
• Stealth Cam: Trail camera and outdoor monitoring brand competing head-to-head with Moultrie. Direct peer to PRADCO's connected Moultrie camera line in the game camera and cellular monitoring category.
• GSM Outdoors: Multi-brand hunting and outdoor products company owning Wildgame Innovations, Stealth Cam, and other hunting brands. Direct peer to PRADCO's hunting portfolio with overlapping categories in trail cameras, game feeders, and hunting accessories.
• Plano Synergy: Manufacturer of tackle storage, hunting storage, and outdoor organization products (Plano, Frabill, Wild Republic, etc.) sold through the same outdoor dealer and big-box channels as PRADCO. Direct peer in hunting and fishing accessories.
• Vista Outdoor: Multi-brand outdoor recreation company that historically owned hunting, fishing, and shooting sports brands and recently split into The Kinetic Group (ammunition) and Revelyst (outdoor recreation). Directly comparable as a multi-brand hunting/fishing brand owner and competitor to PRADCO's portfolio brands.
• Pure Fishing: Largest dedicated fishing tackle company in the world, owner of iconic brands such as Berkley, Abu Garcia, Penn, Pflueger, and Stren. Direct peer to PRADCO Fishing given its multi-brand fishing lure and tackle portfolio serving the same angler segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about PRADCO Outdoor Brands