What Duck Commander does

Duck Commander, Inc. is a privately held, family-owned outdoor recreation company founded in 1972 by Phil Robertson in West Monroe, Louisiana. The company designs, manufactures, and sells hand-tuned acoustic hunting calls — duck, deer grunt, and turkey calls — alongside branded apparel, headwear, camouflage-patterned gear, fishing baits, and licensed YETI drinkware. Its core technology is the hand-tuned call, with master call tuner Jase Robertson personally checking each Pro Series call; the company also markets the patent-pending BUK OPS optics line with Primetime Color Vision for low-light hunting. Operations span four wholly owned brand subsidiaries: Duck Commander (1972, waterfowl), Buck Commander (2006, deer), Fin Commander (2015, fishing), and Strut Commander (2016, turkey), collectively offering more than 353 SKUs across calls, apparel, gear, food and kitchen products including Phil Robertson-branded seasonings, salsa, mayhaw jelly, and coffee.

The business operates almost entirely on a direct-to-consumer e-commerce model through its Shopify-powered storefront at duckcommander.com, supplemented by one physical retail store and the Duck Commander Museum visitor center at its West Monroe headquarters. All products are sold as one-time unit purchases with no subscription offering, and international orders are handled via phone assistance with weight-based shipping at checkout. The Robertson family's starring role in A&E's Duck Dynasty reality series (premiered 2012, through 2017, with a 2024-2025 revival) drove national brand recognition and remains the primary top-of-funnel marketing asset; secondary channels include YouTube channels for each sub-brand, email, the Duck Commander Museum, sponsored content with country music celebrities such as Jason Aldean, Luke Bryan, and Adam LaRoche, and licensing partnerships with Mossy Oak, Realtree, and YETI. Duck Commander has no institutional investors, no public filings, no disclosed revenue figure, and operates with a small team (11-50 employees) under the corporate umbrella of Duck Commander, Inc., a Louisiana corporation.

Name

Duck Commander

Legal name

Duck Commander, Inc.

Website

https://duckcommander.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Duck Commander is a family-owned outdoor recreation company founded in 1972 in West Monroe, Louisiana, designing hand-tuned duck, deer, and turkey calls, fishing baits, and branded apparel sold DTC to hunters and Duck Dynasty fans worldwide.

Ownership category

akta.pro rank

Product category

Outdoor Recreation Products (Hunting Calls, Apparel, and Fishing Gear)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

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

Keywords

• Hunting calls
• Outdoor apparel
• Fishing lures
• Wildlife gear
• Game calls

Headquarters

HQ city

West Monroe

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, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Hunting Calls: Core product line generating revenue through sale of duck calls, deer calls, and turkey calls. Includes Classic, Pro Series, and custom call offerings. One-time hardware purchase model.
2. Apparel and Accessories: Branded apparel including shirts, hats, hoodies, youth clothing, and novelties (decals, magnets, can coolers). One-time merchandise purchase model.
3. YETI Drinkware and Gear: Licensed YETI Rambler mugs, water bottles, and lowballs branded with Duck/Buck/Strut/Fin Commander logos.
4. Food and Kitchen Products: Phil Robertson's branded seasonings, salsas, mayhaw jelly, and Commander Coffee products.
5. Fishing Lures and Baits: Crappie magnets, fin spins, slab curles, and fishing gear under Fin Commander brand.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Duck Commander designs, manufactures, and sells hand-tuned hunting calls (duck, deer, and turkey), branded apparel and headwear, fishing baits and lures, licensed YETI drinkware, and branded food products across four sub-brands: Duck Commander (since 1972), Buck Commander (since 2006), Fin Commander (since 2015), and Strut Commander (since 2016). It also markets BUK OPS optics featuring patent-pending Primetime Color Vision technology under Buck Commander. Products are sold direct-to-consumer through duckcommander.com, the West Monroe retail store, and the Duck Commander Museum.

Product overview

Duck Commander operates as a family of outdoor lifestyle brands built around hunting and fishing. The portfolio includes four sub-brands targeting different outdoor activities: Duck Commander (duck hunting, since 1972), Buck Commander (deer hunting, since 2006), Strut Commander (turkey hunting, since 2016), and Fin Commander (fishing, since 2015). Each brand offers category-specific products including calls, apparel, headwear, gear, novelties, and licensed Yeti drinkware. Duck Commander's core products are duck calls including the Pro Series tuned by master call tuner Jase Robertson, while sub-brands extend the Commander family concept to deer calls, turkey calls (mouth, box, pot, and locator types), and fishing baits/lures.

Differentiator

Problem solved

Functional benefit

Brands

• Buck Commander: Deer hunting calls, apparel, and gear brand launched in 2006. Features celebrity partners including Adam LaRoche, Luke Bryan, Jason Aldean, and other outdoor enthusiasts.
• Strut Commander
• Fin Commander

Products and services

• Duck Commander (duck hunting line) The flagship brand founded in 1972 by Phil Robertson, offering duck calls, apparel, hats, gear, kitchen products, novelties, and books. Products include Classic and Pro Series duck calls tuned by Jase Robertson, Phil Robertson's food products (seasonings, salsas, mayhaw jelly), and YETI branded drinkware, sold to individual waterfowl hunters and Duck Dynasty fans.
• Buck Commander (deer hunting line) A deer hunting sub-brand founded in 2006, featuring deer calls (grunt calls, doe bleats, rattles), camouflage apparel, hunting vests, performance gear, and novelties. Also offers BUK OPS optics with patent-pending Primetime Color Vision technology for enhanced low-light hunting at dawn and dusk, targeted at whitetail deer hunters.
• Strut Commander (turkey hunting line) A turkey hunting sub-brand launched in 2016, offering mouth calls, box calls, pot calls, locator calls, kits and combos, apparel, hats, and novelties. Made in the U.S.A. by hunters, targeting rookies, weekend warriors, and seasoned pros in the spring turkey hunting market.
• Fin Commander (fishing line) A fishing sub-brand formally introduced in 2015, offering baits and lures for bass and crappie (Crappie Magnet, Fin Spin, Slab Curly, Curly Critter), plus apparel, hats, hooks, rigs, and novelties, marketed to recreational freshwater anglers.

Named customers2 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

21 partnerships are on record, tiered core, minor and notable.

• YETIcoreOEM/ Whitelabel/ Licensing PartnerYETI supplies Rambler drinkware (mugs, water bottles, lowballs) that Duck Commander brands with Commander logos. Products feature 18/8 stainless steel, double-wall vacuum insulation, dishwasher-safe construction. Core product line across Duck, Buck, Strut, and Fin Commander brands.
• BenelliminorGTM or Marketing PartnerFirearms sponsor for Duck Commander content and events.
• HeviminorGTM or Marketing PartnerShotgun shell sponsor listed among Duck Commander sponsors.
• CaldwellminorGTM or Marketing PartnerShooting/hunting accessories sponsor for Duck Commander.
• VortexminorGTM or Marketing PartnerOptics sponsor for Duck Commander hunting content.
• MojominorGTM or Marketing PartnerWaterfowl decoy brand sponsor for Duck Commander.
• ReaperminorGTM or Marketing PartnerHunting accessories sponsor listed for Duck Commander.
• Mossy OakcoreStrategic or Co-development PartnerMossy Oak camouflage patterns licensed across Duck Commander product lines. Products feature Realtree EDGE, Realtree Original, Realtree Advantage, Mossy Oak Bottomland, and Mossy Oak Goat Rope patterns on calls, apparel, hats, and gear.
• RealtreecoreStrategic or Co-development PartnerRealtree camouflage licensing partnership for Buck Commander and Strut Commander products. Realtree Original, Realtree EDGE, Realtree Advantage patterns used on hunting gear.
• BurlebonotableChannel Partner/ Reseller/ DistributorBuck Commander x Burlebo co-branded apparel collaboration featuring camo performance hoodies and Go-To tees.
• Branded BillsnotableChannel Partner/ Reseller/ DistributorBuck Commander x Branded Bills co-branded hat collaboration featuring flat and curved performance caps with patches.
• General VintagenotableChannel Partner/ Reseller/ DistributorMultiple co-branded apparel collaborations across Duck, Buck, and Strut Commander brands. Jacob Mayo is owner of General Vintage and appears as a Duckman. Products include embroidered mallard sweatshirts, painted mallard tees, and creation-themed merchandise.
• Acres Down SouthminorChannel Partner/ Reseller/ DistributorDuck Commander x Acres Down South collaboration on Duck Call Polos and Hunter Polos.
• Ira's SalsaminorOEM/ Whitelabel/ Licensing PartnerPartnership to produce Phil Robertson's Cajun Style Salsa — Duck Commander branding on Ira's Salsa recipe.
• Berry Hill FarmminorOEM/ Whitelabel/ Licensing PartnerSmall-batch mayhaw jelly producer sourcing mayhaws locally across Louisiana for Phil Robertson's Mayhaw Jelly sold through Duck Commander.
• Dustin DattiliominorGTM or Marketing PartnerOutdoor artist collaborating on Buck Commander x Dustin Dattilio and Strut Commander x Dustin Dattilio creation-themed apparel designs.
• Union Standard Supply Co.minorChannel Partner/ Reseller/ DistributorBuck Commander x Union Standard Supply Co. collaboration on black wood patch hats.
• Buck Commander PropertiesnotableStrategic or Co-development PartnerReal estate venture specializing in hunting properties. Founded by Buck Commander team. 693+ hunting properties, 8,600+ residential, 60+ commercial listings. Leverages Buck Commander brand for land sales.
• Buknoculars / BUK OPScoreTechnology or IntegrationBUK OPS is Buck Commander's proprietary optics line featuring patent-pending Primetime Color Vision technology for enhanced low-light hunting. Products include Buknoculars, Cycloptic handheld viewers, Cycloptic-X, and crossbow scopes. Shop at bukops.com.
• BalmshotminorChannel Partner/ Reseller/ DistributorDuck Commander x Balmshot beeswax lip balm SPF 15 collaboration.
• Under ArmourminorGTM or Marketing PartnerBuck Commander Protected by Under Armour — multiple DVD seasons of Buck Commander show featuring Under Armour branding. Historical sponsorship through Buck Commander television series.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Haydel's Game Calls: Family-owned Louisiana-based maker of duck, goose, and big-game calls since 1883. Operates in the same regional duck-call category as Duck Commander with comparable craft positioning, custom call offerings, and small-batch manufacturing ethos.
• Realtree: Leading hunting camouflage pattern brand and Buck Commander / Strut Commander licensing partner. Direct competitor for hunting apparel and gear consumer wallet share, with comparable media and licensing business model.
• Mossy Oak: Iconic outdoor camouflage and lifestyle brand (founded 1986). Both licensor to and peer of Duck Commander — competing for the same hunting consumer mindshare with camo patterns, apparel, media properties, and conservation programming.
• Banded Brands: Waterfowl and hunting apparel brand offering waders, jackets, base layers, blinds, and accessories. Targets the same duck and deer hunter segments as Duck Commander and Buck Commander with overlapping retail and product categories.
• Primos Hunting Calls: Direct competitor in hunting game calls (duck, deer, turkey, predator). Founded in 1979 and now owned by Vista Outdoor's Bushnell brand. Offers overlapping call product lines plus hunting accessories, blinds, and decoys — the most comparable direct peer to Duck Commander's core call business.
• Drake Waterfowl Systems: Waterfowl-hunting apparel and gear specialist offering jackets, waders, base layers, and decoys. Directly comparable to Duck Commander's apparel/gear side of the business and shares the same waterfowl hunter customer base.
• Zink Calls: Premium duck-call manufacturer founded by multiple world champion callers. Directly competes with Duck Commander in the high-end acrylic and polycarbonate duck call market (Zink calls retail in a similar $50–$200 band).

Broad incumbents

• Bass Pro Shops / Cabela's: Largest U.S. hunting/fishing specialty retailer (private, owned by Johnny Morris). Represents Duck Commander's missing distribution channel and competes for the same hunter/fisher consumer across categories — though at vastly larger scale across stores, boats, and outdoor resorts.
• Yeti Holdings: Public outdoor lifestyle brand ($1B+ revenue) and Duck Commander's drinkware licensing partner. Comparable as a premium outdoor consumer brand spanning coolers, drinkware, bags, and apparel — though at materially larger scale and broader category footprint.
• Vista Outdoor: Public outdoor products conglomerate that owns Bushnell, Primos, CamelBak, Giro, and Federal Ammunition. Competes through its hunting brands (especially Primos in calls) and dwarfs Duck Commander in scale, capital, and retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@DuckCommanderOfficial
• Xx.com/duck_commander
• Facebookfacebook.com/officialduckcommander
• LinkedInlinkedin.com/company/duck-commander

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 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 Duck Commander