What Stearns does

Stearns is a U.S.-based manufacturer of personal flotation devices (PFDs) and life jackets headquartered in Saint Cloud, Minnesota, with brand operations rooted in central Minnesota since the late 1920s. The company designs and produces USCG-approved PFDs across all five classification types (Type I–V), including inherently buoyant foam-based devices (using polyethylene, PVC, NBR, and Aquafoam™ fillers), inflatable PFDs with manual and automatic CO2 inflation, and hybrid variants. Its product portfolio spans recreational life jackets (adult, youth, infant), paddle sport PFDs, fishing and hunting vests, ring buoys and throwable flotation devices, and a commercial maritime line that includes USCG/SOLAS-approved immersion suits, Merchant Mate vests, work vests, and anti-exposure coveralls.

The business operates as a brand under The Coleman Company, Inc., which is itself a subsidiary of Newell Brands (NASDAQ: NWL), following Coleman's 2008 acquisition. Stearns does not operate a direct-to-consumer e-commerce storefront; instead it distributes through major third-party retail channels including Amazon, Walmart, and specialty outdoor retailer Bi-Mart, with an additional Canadian customer service presence in Brampton, Ontario. The company has 51–100 employees and markets to two principal customer segments: recreational boaters and water-sports consumers (primary), and commercial/professional maritime operators (secondary), including families with children as a persona-level segment.

Revenue is generated through one-time unit sales of physical safety products with no disclosed subscription, licensing, or service revenue streams. Pricing is set at the retail-channel level (Amazon, Walmart, specialty retailers) and varies by PFD type, features, and size; no public pricing is disclosed directly by Stearns. Marketing is conducted primarily through the brand website, water-safety educational content, and retail-channel presence, with no direct sales motion at the brand level.

Name

Stearns

Legal name

Stearns

Website

https://stearnsflotation.com

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

51–100 employees

Short description

Stearns is a U.S. manufacturer of USCG-approved personal flotation devices (life jackets, inflatable PFDs, and immersion suits) serving recreational boaters and commercial maritime operators, distributed through Amazon, Walmart, and specialty retailers as a brand within The Coleman Company/Newell Brands portfolio.

Ownership category

akta.pro rank

Product category

Personal Flotation Devices (Water Safety Equipment)

SIC

Miscellaneous Plastics Products (3080)

akta.pro primary industry

Life-Saving Appliances & Safety Equipment (Davit Systems, Lifeboats, Firefighting) (IMAJAIAG)

akta.pro secondary industry

Marine Safety & Navigation Electronics Retail (PFDs, EPIRBs, GPS, VHF) (CRAMAIAH)

Keywords

• Personal flotation devices
• Life jackets
• Water safety gear
• USCG approved PFDs
• Immersion suits

Headquarters

HQ city

Saint Cloud

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

Revenue model

1. PFD and Life Jacket Sales: Direct product sales of personal flotation devices, life jackets, and water safety gear to consumers through retail channels. Products range from basic inherently buoyant PFDs to advanced inflatable and hybrid models.
2. Specialty PFD Products: Sales of specialized professional-grade PFDs including merchant mate vests, work vests, anti-exposure coveralls, and commercial-grade immersion suits for maritime and industrial applications.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Stearns designs and manufactures USCG-approved personal flotation devices (PFDs) and water safety gear, covering all five USCG classification types (Type I–V) in inherently buoyant, inflatable, and hybrid variants. The portfolio serves recreational boating, paddle sports, fishing, hunting, child water safety, and commercial maritime applications (including USCG/SOLAS-approved immersion suits and work vests), and is sold through major retail and e-commerce channels.

Product overview

Stearns is a manufacturer of life jackets and personal flotation devices (PFDs) with over 60 years of experience. The product portfolio centers on USCG-approved PFDs across all five classification types (Type I through Type V), including inherently buoyant, inflatable, and hybrid variants. The main product lines include recreational life jackets, paddle sport PFDs, kids' life vests, boating safety gear (ring buoys), fishing/hunting vests, immersion suits for cold water survival, and work vests for commercial maritime use. Products are sold under the Stearns® brand and distributed through retailers including Amazon, Walmart, and Bi-Mart. The company was acquired by The Coleman Company in 2008 and operates as part of Newell Brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Stearns® Life Jackets (Recreational) USCG-approved personal flotation devices (PFDs) designed for recreational water activities, available in multiple types (Type I, II, III, IV, V) for various water environments, including basic inherently buoyant models for general boating use.
• Paddle Sport PFDs Lightweight life jackets with zippered pockets designed for active paddle sports such as kayaking and paddle boarding.
• Kids' Life Jackets & Vests US Coast Guard-approved life vests for infants (8–30 lbs), children (30–50 lbs), and youth (50–90 lbs) with features like padded head support, leg straps, and grab handles for use in, on, or near the water.
• Boating Safety Gear (Ring Buoys & Throwable Devices) USCG-approved ring buoys and other throwable flotation devices designed as Type IV PFDs to be thrown to riders who have gone overboard in calm, inland waters, serving as backup to wearable PFDs.
• Fishing & Hunting Gear Specialized life jackets and hunting vests designed for fishing and hunting activities that balance safety with comfort and convenience for extended wear in the field.
• Type I PFDs (Off-Shore Life Jackets) High-buoyancy off-shore life jackets designed for open ocean, rough seas, or remote waters where rescue may be slow; available as inherently buoyant, inflatable, and hybrid variants.
• Type II PFDs (Near-Shore Buoyant Vests) PFDs for calm, inland waters where there is a good chance of fast rescue, available as inherently buoyant, inflatable, or hybrid models.
• Type III PFDs (Flotation Aids) Comfortable PFDs for general boating and specialized activities including water skiing, hunting, fishing, canoeing, and kayaking; designed to complement the boating activity rather than restrict movement.
• Type IV PFDs (Throwable Devices) Ring buoys and buoyant cushions designed to be thrown to riders who have gone overboard in calm, inland water, serving as a backup to wearable PFDs.
• Type V PFDs (Special Use Devices) Special-use PFDs including hybrid inflatable PFDs, canoe/kayak vests, boardsailing vests, and deck suits; usage is restricted to the specific water environments and activities for which they are approved.
• Inflatable PFDs Streamlined personal flotation devices using CO2 cartridge inflation with manual pull-tab or automatic water-sensitive bobbin activation, plus oral inflation tube backup; includes hybrid models (e.g., 1470, 1473, 1339/1341) offering higher buoyancy when activated.
• Immersion Suits Full-body immersion suits (I590 series) providing hypothermia protection in cold water; USCG/SOLAS approved for commercial and passenger vessel applications, available in adult and child sizes with built-in head support.
• Work Vests Specialized commercial-grade vests including I223 The Force II, I222 Work Vest, and Merchant Mate models designed for commercial and industrial maritime workers requiring USCG-approved professional PFDs.

Quantifiable outcome

• Products provide between 7.5 and 22 pounds of buoyancy to keep wearers' heads and chins above water surface
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• The Coleman Company, Inc.coreOEM/ Whitelabel/ Licensing PartnerIn 2008, The Coleman Company, Inc. acquired Stearns, adding its distinct quality products and market position as the most recognized player in the life jacket business to Coleman's family of brands. Stearns operates as a brand under the Coleman portfolio within Newell Brands.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Kent Sporting Goods: Kent manufactures and distributes PFDs, towables, and other water-sport accessories sold through sporting goods and marine retail, overlapping Stearns at the recreational and entry-level PFD price points.
• Kokatat: Kokatat manufactures PFDs and paddling-specific safety apparel and competes with Stearns in the higher-end paddle-sport and whitewater niche, often emphasizing technical fit and materials.
• Extrasport: Extrasport manufactures USCG-approved PFDs and life jackets across recreational and commercial categories, competing with Stearns in the core Type I-V life jacket market with overlapping retail distribution.
• Viking Life-Saving Equipment: Viking produces SOLAS-approved immersion suits, life jackets, and evacuation systems for commercial maritime, offshore, and passenger vessel markets, directly overlapping Stearns' commercial maritime immersion suit line.
• Astral: Astral designs PFDs and life jackets targeting fishing, paddling, and water-sport enthusiasts with a focus on thin-profile, high-mobility designs, overlapping directly with Stearns' fishing, kayaking, and recreational product lines.
• Mustang Survival: Mustang Survival manufactures PFDs, inflatable life jackets, and immersion suits for recreational, commercial, and military marine applications. It is the most direct head-to-head competitor to Stearns, particularly in USCG/SOLAS-approved commercial-grade life-saving apparel.
• NRS (Northwest River Supplies): NRS designs and sells PFDs specialized for paddle sports (kayaking, rafting, SUP) and is a direct competitor in the paddle-sport and recreational PFD category where Stearns' Paddle Sport line competes.
• Onyx Outdoor (Absolute Outdoor): Onyx is a recognized PFD brand offering inherently buoyant and inflatable life jackets across USCG classifications, distributed through mass-market sporting goods and marine retail channels that overlap directly with Stearns' Amazon and Walmart presence.

Broad incumbents

• ACR Electronics: ACR is a broader marine safety incumbent producing EPIRBs, PLBs, and survival electronics alongside PFDs. It overlaps Stearns in the marine-safety category but operates with a wider portfolio and is not specialized in flotation apparel.

Others

• The Coleman Company: Coleman is Stearns' parent and operates adjacent outdoor recreation product lines (coolers, camping gear, water sports). It is comparable as the umbrella under which Stearns is monetized and as a cross-portfolio distributor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/stearnsflotation

Revenue estimate

Valuation estimate

Number of profiles

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 Stearns