Daisy Outdoor Products

What Daisy Outdoor Products does

Daisy Outdoor Products is a Rogers, Arkansas-based manufacturer of airguns, ammunition, and shooting sports accessories, founded in 1886 and operating as a privately held company. Following its 2018 acquisition of Crosman Corporation and the Benjamin brand, the company describes itself as the world's largest airgun company. Its product portfolio spans the iconic Red Ryder lever-action BB gun (introduced 1940), pump-action and spring-powered rifles (Model 25, Powerline 880, Model 35), competition-grade airguns (Model 499B and Model 599), CO2-powered pistols (Model 415, Model 5501), big bore hunting rifles (Benjamin Bulldog M457), slingshots, and youth archery kits. Underlying technology includes CO2 propulsion, multi-pump pneumatic, and pre-charged pneumatic (PCP) systems, with proprietary innovations such as SoundTrap baffle-less sound dampening used in the Benjamin Bulldog. Supporting products include PrecisionMax steel BBs, lead pellets, ShatterBlast reactive targets, CO2 cylinders, ANSI Z87.1+ safety glasses, and an electronic Smart Target System.

Daisy generates revenue primarily through one-time hardware and consumable sales across entry-level ($29.90 pistols), mid-range ($59.90-$87.90 Red Ryder and Model 25 kits), and premium (competition and big bore) price points. Recurring revenue is supported by consumables (BBs, pellets, CO2 cylinders in multi-pack sizes) and accessories. Distribution combines direct-to-consumer e-commerce via daisy.com, retail partnerships with major outdoor retailers (Academy Sports & Outdoors, Bass Pro Shops), independent retail stores, and direct institutional sales to JROTC and military training programs for 1903 Drill Rifles. The company maintains a strong community-led go-to-market motion anchored by the annual Daisy Nationals championship, which attracts 70+ teams from 15+ states through partnerships with 4-H, VFW, American Legion, and JROTC organizations, supported by a 10-hour classroom safety curriculum. Daisy's customer base spans youth and families, competitive youth shooters, recreational adult hobbyists, big bore airgun hunters, and institutional/military training buyers.

Name

Daisy Outdoor Products

Legal name

Daisy Outdoor Products

Website

https://www.daisy.com/

Company type

Private

Founded year

1886

Operating status

Operating

Headcount range

101–250 employees

Short description

Daisy Outdoor Products, founded in 1886 and headquartered in Rogers, Arkansas, is a privately held manufacturer of airguns, ammunition, and shooting sports accessories serving youth, families, recreational shooters, competitive marksmen, and institutional buyers through direct-to-consumer, retail, and partnership channels.

Ownership category

akta.pro rank

Product category

Airguns and Shooting Sports Equipment

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG)

Keywords

• Airgun manufacturing
• BB guns
• Air rifles
• Shooting sports equipment
• Pellet ammunition

Headquarters

HQ city

Rogers

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Airgun Hardware Sales: Revenue from selling BB guns, air rifles, pistols, and slingshots. Product lines include Red Ryder, Powerline, Model 25, Model 35, and competition models like Model 499B and Model 599.
2. Ammunition and Consumables: Sales of BBs, pellets, CO2 cylinders, clay targets, and slingshot ammunition. Consumable products drive repeat purchases.
3. Accessories: Optics, safety equipment, spare parts, gun sleeves, shooting galleries, and archery products for youth.
4. Competition Air Rifles: Model 599 10-meter competition air rifle for youth aged 16-18 competing in the Daisy Nationals air rifle division.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Daisy Outdoor Products manufactures and sells BB guns, air rifles, air pistols, slingshots, ammunition (BBs and pellets), CO2 cylinders, targets, safety equipment, and shooting accessories. The company also operates as a sales channel for sibling brands Crosman and Benjamin airguns following its 2018 acquisition. Beyond products, Daisy organizes the annual Daisy Nationals youth BB gun championship and supports structured youth shooting programs through partnerships with 4-H, VFW, American Legion, and JROTC organizations.

Product overview

Daisy Outdoor Products is a manufacturer of airguns and shooting sports equipment producing a diversified portfolio centered on BB guns, air rifles, air pistols, slingshots, ammunition, and accessories. The core product line includes the iconic Red Ryder lever-action BB gun (with variants like Heritage Kit and Ultimate Shooting Kit), pump-action Model 25, spring-powered Powerline 880, and the competition-grade Model 499B used in the Daisy Nationals championship. Air pistols span the CO2-powered Model 415 and Model 5501 with blowback action. The ammunition portfolio includes PrecisionMax steel BBs (350-6000 count) and lead pellets in multiple styles. Supporting products include ShatterBlast reactive targets, shooting galleries, ANSI Z87.1+ safety glasses, CO2 cylinders, slingshots, youth archery kits, and spare parts. The company also organizes the annual Daisy Nationals youth BB gun championship competition. Daisy operates under parent company Focus Outdoor Partners alongside Crosman Corporation and Benjamin.

Differentiator

Problem solved

Functional benefit

Brands

• Red Ryder: Iconic BB gun brand featuring the legendary Red Ryder carbine, a cornerstone of Daisy product lineup since 1940.
• Powerline

Products and services

• Red Ryder BB Gun The flagship lever-action BB gun iconic in American culture, available in multiple variants including the Heritage Kit, Ultimate Shooting Kit, and American Legion Limited Edition. Designed for youth shooters ages 8+ and families seeking a generational entry product for backyard plinking and introductory marksmanship.
• Model 25 Pump BB Gun Multi-pump pneumatic BB rifle with pump-action mechanism, sold as standalone unit or in kits with ammo and targets. Designed for entry-level to mid-range shooters seeking variable power via manual pumping.
• Powerline 880
• Model 35 Multi-Pump Pneumatic
• Model 499B Competition BB Gun
• Model 599 Air Rifle
• 1903 Drill Rifle
• Model 415 CO2 Pistol
• Model 5501 CO2 Blowback Pistol
• Model 340 Pistol
• PrecisionMax BBs
• PrecisionMax Pellets
• Powerline Premium 12-Gram CO2 Cylinders
• ShatterBlast Targets
• ShatterBlast SixShooter Target System
• Red Ryder Shooting Gallery
• Shooting Glasses
• Daisy Slingshots
• Youth Archery Kits
• Spare Parts
• Daisy Smart Target System

Quantifiable outcome

• South Dakota Humboldt team achieved score of 2,400-94 to win 2024 National Championship
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• NRA (National Rifle Association)coreStrategic or Co-development Partner · 10 July 2024NRA President Bob Barr spoke at 2024 Daisy Nationals Opening Ceremony. NRA recognizes Daisy Nationals scores as official NRA National Records for youth BB shooting.
• Academy Sports & OutdoorsmajorChannel Partner/ Reseller/ Distributor · 10 July 2024Academy Sports & Outdoors provides gift cards for Daisy Nationals contest winners including T-shirt design, costume, patriotic theme, car decorating, and painted gun contests.
• Bass Pro ShopsmajorChannel Partner/ Reseller/ Distributor · 10 July 2024Bass Pro Shops provides gift cards for Daisy Nationals contest winners alongside Academy Sports & Outdoors.
• Fred Harman Art MuseumminorStrategic or Co-development Partner · 24 December 2019Daisy Museum received donation of first Red Ryder BB gun prototype; limited edition 'First Red Ryder Tribute Gun' sales generate per-gun donations to Fred Harman Art Museum in Pagosa Springs, CO.
• National 4-H Shooting SportscoreStrategic or Co-development PartnerNational partnership with 4-H to form youth BB gun teams competing at Daisy Nationals. Daisy provides 10-hour classroom curriculum on gun safety before youth touch BB guns. Teams from 15+ states participate annually.
• VFW and American LegioncoreStrategic or Co-development PartnerVeterans organizations sponsor youth BB gun teams and participate in Daisy Nationals competition pipeline.
• Crosman CorporationcoreStrategic or Co-development PartnerDaisy acquired Crosman Corporation and Benjamin brands, creating the world's largest airgun company. This enables Daisy to offer big bore airguns like Benjamin Bulldog for hunting applications.
• BenjamincoreStrategic or Co-development PartnerBenjamin brand airguns, including Bulldog M457 big bore rifle, integrated into Daisy product portfolio following acquisition.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Ruger: Sturm, Ruger & Co. is one of the largest US firearms manufacturers with a broad firearms portfolio and some adjacent product exposure. While not a direct airgun specialist, it represents a broader incumbent competing for share of consumer shooting-sports spending.
• Smith & Wesson: Smith & Wesson is a leading US firearms manufacturer and distributor with national sporting-goods retail penetration. As a broad incumbent in shooting sports, it competes for the same end-customer wallet share that drives Daisy's airgun and ammunition sales.
• SIG Sauer: SIG Sauer is a major firearms manufacturer that has expanded into air rifles (e.g., MCX/M400 airgun variants). It competes with Daisy in the tactical/PCP air rifle category and brings broader brand and distribution scale as a firearms incumbent.

Direct peers

• Crosman Corporation: Crosman is a wholly-owned subsidiary of Daisy under Focus Outdoor Partners, but operates as a distinct airgun brand. Before its 2018 acquisition by Daisy, Crosman was Daisy's largest direct competitor in the North American airgun market.
• Benjamin (airguns): Benjamin is a wholly-owned subsidiary of Daisy that produces higher-end air rifles and the Bulldog big bore platform. As a sub-brand, it represents Daisy's premium/hunting segment but historically competed directly with Daisy at the mid-tier.
• Umarex USA: Umarex USA is one of the largest airgun and airsoft manufacturers/distributors in North America, offering BB guns, pellet rifles, and replica firearms. It directly competes with Daisy in entry-level and mid-tier airguns while sharing overlapping retail channels and youth/recreational customer segments.
• Hatsan Arms: Hatsan is a Turkish manufacturer of airguns, shotguns, and firearms with a strong presence in the PCP and big bore airgun segments. It is a direct competitor to Daisy's Benjamin Bulldog big bore line and to Daisy's broader air rifle portfolio in the US market.
• Gamo Outdoor: Gamo Outdoor is a major manufacturer of spring-piston and PCP air rifles, including youth-oriented models and competition-grade offerings. It competes head-to-head with Daisy across the same airgun categories and price tiers, with comparable distribution through sporting goods retailers.

Others

• Academy Sports + Outdoors: Academy is a major US sporting goods retailer that is both a Daisy distribution partner (provides gift cards at Daisy Nationals) and a competitor for the end-consumer's outdoor recreation spend. It is comparable as an adjacent channel/economic peer shaping the shooting sports retail environment.

Emerging players

• FX Airguns: FX Airguns is a Swedish premium PCP air rifle manufacturer focused on high-end hunting and competition airguns. It overlaps with Daisy's premium/competition Model 599 PCP and Benjamin Bulldog segments and represents the higher-priced competitive threat in the airgun category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@daisyoutdoorproducts9321
• Facebookfacebook.com/Daisy-Outdoor
• Instagraminstagram.com/daisyoutdoor
• Xx.com/daisyoutdoor
• LinkedInlinkedin.com/company/daisy-outdoor-products

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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 Daisy Outdoor Products