Haas-Jordan

What Haas-Jordan does

Haas-Jordan is a heritage umbrella manufacturer, founded circa 1899-1900 and currently operated as a sub-brand within the Dynamic Brands portfolio of golf and sports equipment brands. The company designs and sells golf and fashion umbrellas, with a core product line that includes the Pro-Line ($29.95), Explorer ($19.95), Sunflector ($39.95), Traveler ($24.95), Commuter ($14.95), Maelstrom, and the 62-inch and 68-inch Guardian 2.0 ($44.95). Its proprietary capabilities center on digital direct-to-panel printing and full-color canopy design, which support both standardized SKUs and on-demand customization, including UV-blocking canopy technology (Sunflector) and bold checkered large-canopy formats (Guardian).

The business model is a direct-to-consumer e-commerce operation, with sales conducted primarily through the shared bagboy.com storefront, supplemented by a B2B corporate sales channel for custom-branded promotional umbrellas and an international distributor network for global reach. The Bag Boy Rewards program (free shipping over $49.95) is used to incentivize repeat purchases. Customer segments include golfers and fashion-conscious consumers as primary personas, with corporate/B2B buyers as a secondary segment served through bulk and custom orders. Marketing is conducted through the parent Dynamic Brands' social channels on Facebook, Instagram, and YouTube, and through content on bagboy.com. Revenue, ownership above the Dynamic Brands level, and detailed headcount are not publicly disclosed; the company is private and operates as one of several brands (alongside Bag Boy, Datrek, Devant, Burton, I GOTCHA, and Search 'N Rescue) under the Dynamic Brands umbrella.

Name

Haas-Jordan

Legal name

Dynamic Brands

Website

https://haasjordan.com

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

11–50 employees

Short description

Haas-Jordan is a heritage umbrella brand, founded circa 1900, that designs and sells golf and fashion umbrellas through the Dynamic Brands e-commerce platform bagboy.com, serving golfers, fashion consumers, and corporate B2B buyers with digitally printed, customizable canopies.

Ownership category

akta.pro rank

Product category

Umbrellas

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Golf Gloves, Headwear & Accessories Retail (CRAMAGAF)

akta.pro secondary industry

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG)

Keywords

• Golf umbrellas
• Fashion umbrellas
• Custom printed umbrellas
• UV protection umbrellas
• Umbrella manufacturer

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Umbrella Product Sales: Direct consumer sales of golf and fashion umbrellas through e-commerce platform, generating revenue through one-time product purchases across various price points ($14.95 to $44.95 per unit).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Haas-Jordan designs, manufactures, and sells premium golf and fashion umbrellas under the Dynamic Brands portfolio. Its product lineup spans compact travel umbrellas, mid-range outdoor umbrellas, premium UV-protection Sunflector umbrellas, and oversized 62" and 68" Guardian 2.0 golf umbrellas, with full-color custom canopy printing capabilities. Umbrellas are sold through the bagboy.com e-commerce platform, corporate sales, and international distributors.

Product overview

Haas-Jordan is a premium umbrella manufacturer offering a portfolio of golf and fashion umbrellas under Dynamic Brands. The product lineup includes the Pro-Line Umbrella (versatile multi-color umbrella at $29.95), Explorer Umbrella (value option at $19.95), Sunflector Umbrella (UV-blocking with cooling lining at $39.95), Traveler Umbrella (compact travel model at $24.95), Maelstrom Umbrella (premium multi-color), Commuter Umbrella (affordable everyday option at $14.95), and the Guardian 2.0 Umbrella available in both 62-inch ($44.95) and 68-inch sizes with bold checkered canopies. The company utilizes digital direct-to-panel printing and full-color canopy design techniques. Founded nearly 125 years ago, Haas-Jordan is headquartered under Dynamic Brands alongside sister brands Bag Boy, Devant, Datrek, Burton, I GOTCHA, and Search 'N Rescue.

Differentiator

Problem solved

Functional benefit

Brands

• Sunflector: UV-blocking umbrella with ultra-cooling black lining
• Pro-Line
• Guardian
• Explorer
• Traveler
• Maelstrom
• Commuter

Products and services

• Pro-Line Umbrella

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Byron NelsonflagshipStrategic or Co-development PartnerLegendary golf champion Byron Nelson collaborated with Haas-Jordan to design the first American-style golf umbrella, establishing the company's leadership in the golf umbrella market.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sun Buster Umbrellas: Sun Buster is a specialty UV-protection umbrella brand targeting outdoor and golf consumers. It directly competes with Haas-Jordan's Sunflector line on functional UV-blocking positioning.
• Repel Umbrella: Repel is a DTC umbrella brand selling compact travel and everyday umbrellas online, overlapping with Haas-Jordan's Traveler and Commuter SKUs in price point and channel.
• Davek: Davek is a premium DTC umbrella brand emphasizing durability, design, and a loss-protection guarantee. It overlaps with Haas-Jordan's higher-tier fashion and travel umbrella SKUs (e.g., Traveler, Maelstrom).
• ShedRain: ShedRain is a long-established umbrella manufacturer and brand with both consumer and corporate/promotional product lines. It competes with Haas-Jordan across golf, fashion, and custom-branded umbrella segments.
• GustBuster: GustBuster specializes in windproof and golf umbrellas, directly competing with Haas-Jordan's Pro-Line and Guardian golf umbrella lines and its core golfer customer segment.
• Totes: Totes is one of the largest umbrella brands in the U.S., selling rain and specialty umbrellas directly to consumers. It is the closest direct competitor to Haas-Jordan in consumer-facing umbrella retail.

Broad incumbents

• Titleist: Titleist (Acushnet Holdings) is a major golf equipment and accessories brand whose umbrella and weather-gear offerings compete with Haas-Jordan in the golf-pro-shop channel, though golf balls and clubs are its core business.
• Callaway: Callaway is a leading global golf equipment brand with accessories including umbrellas, headcovers, and apparel. It competes broadly with Haas-Jordan for golfer mindshare and pro-shop shelf space.

Others

• Bag Boy: Bag Boy is a sister brand under Dynamic Brands producing golf push carts, bags, and travel gear. It is not a direct umbrella competitor but shares e-commerce, distribution, and customer base with Haas-Jordan.

Emerging players

• Lewis N. Clark: Lewis N. Clark sells travel accessories including compact travel umbrellas, overlapping with Haas-Jordan's Traveler and Commuter SKUs in the travel-retail and DTC channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/haasjordanumb
• YouTubeyoutube.com/@BagBoyGolf
• Facebookfacebook.com/BagBoyGolf
• Instagraminstagram.com/bagboygolf/?hl=en

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 Haas-Jordan