What Onyx Outdoor does

Onyx Outdoor is a U.S. brand of life jackets and personal flotation devices (PFDs) serving recreational boaters, anglers, paddlers, hunters, and pet owners in the United States and Canada. Founded in 2017 and headquartered in Sauk Rapids, Minnesota, Onyx is owned by Kent Water Sports Holdings, LLC, with products manufactured by sister entity Absolute Outdoor of America, LLC. The product portfolio spans inflatable PFDs (M-16, M-24, A/M-24, Impulse A/M-33), non-inflatable vests (MoveVent Dynamic, Air Span lines), youth and child vests, pet PFDs, throwable cushions, and a branded apparel line. All products carry U.S. Coast Guard approval, and the Canadian-ready SKUs additionally carry Transport Canada certification, which is a regulatory prerequisite for legal sale in each market.

Onyx's go-to-market combines a Shopify direct-to-consumer storefront with the wholesale marine and outdoor-retail distribution inherited from parent company Kent Outdoors. Retail pricing spans approximately $109.99 to $359.99, with the upper end occupied by inflatable rearmount and belt-pack PFDs and the lower end by entry-level non-inflatable vests. Brand marketing is anchored by partnerships with Major League Fishing, professional angler Ott DeFoe, Mossy Oak, and Realtree, the last two enabling camouflage-pattern SKUs aimed at hunting and waterfowling customers. The combination of regulatory certification, parent-company distribution scale, and licensed co-branding positions Onyx as a mid-tier specialty PFD brand rather than a mass-market or premium-positioned competitor.

The operating model is structurally low-capex: no disclosed R&D headcount, no public AI/ML capability, and no proprietary software platform. Capital allocation signals point toward product-line breadth (apparel, pet, youth) and channel extension (DTC, Canadian approvals) rather than venture-style scaling, consistent with a subsidiary-brand growth posture inside a diversified water-sports conglomerate.

Name

Onyx Outdoor

Legal name

Absolute Outdoor of America, LLC

Website

https://onyxoutdoor.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Onyx Outdoor is a U.S. life-jacket and personal flotation device brand serving recreational boaters, anglers, hunters, paddlers, and pet owners. Owned by Kent Water Sports Holdings and manufactured by Absolute Outdoor, it sells USCG-approved inflatable and non-inflatable PFDs via direct-to-consumer and wholesale channels.

Ownership category

akta.pro rank

Product category

Marine Safety Equipment (Personal Flotation Devices)

NAICS

Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511)

akta.pro primary industry

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

akta.pro secondary industries

Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI), Marine Apparel & Footwear Retail (Wetsuits, Rash Guards, Deck Shoes) (CRAMAIAJ)

Keywords

• Personal flotation devices
• Inflatable life jackets
• Water safety gear
• Paddling life vests
• Marine safety equipment

Headquarters

HQ city

Sauk Rapids

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, Infrastructure

Revenue model

1. Life Jacket and Flotation Product Sales: Primary revenue stream from selling inflatable and foam life jackets, personal flotation devices (PFDs), pet vests, and cushions. Products are sold as one-time purchases with no subscription component. CO2 rearming kits provide repeat purchase opportunity.
2. Apparel Sales: Sale of outdoor apparel including rainwear and performance outerwear for water activities
3. Accessories and Replacement Parts: Sales of rearming kits for inflatable life jackets, replacement parts, and accessories

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Onyx Outdoor designs and manufactures personal flotation devices (PFDs) and water safety gear for boating, paddling, fishing, hunting, and family water activities. Its lineup includes inflatable life jackets (manual and automatic/manual convertible), foam paddling vests with Air Span breathable technology, vests sized for infants, children, youth, adults, and pets, plus apparel such as the Thunder Rage waterproof jacket and CO2 rearming kits. Products are sold primarily direct-to-consumer through the onyxoutdoor.com e-commerce site and carry U.S. Coast Guard and Transport Canada approval.

Product overview

Onyx Outdoor is a manufacturer of life jackets and water safety gear, operating as a brand under Kent Outdoors (Kent Water Sports Holdings, LLC). The product portfolio centers on personal flotation devices (PFDs) across multiple categories: inflatable life jackets (including belt packs and traditional vests with automatic/manual inflation options such as the M-16, M-24, A/M-24, and Impulse A/M-33 series), non-inflatable life vests (such as the MoveVent Dynamic and Air Span lines), specialty vests for infants, children, youth, adults, and pets, plus apparel and accessories including rearming kits and cushions. Products are designed for water activities including boating, paddling (kayaking, canoeing, SUP), fishing, and hunting. The flagship offerings include the A/M-24 All Clear as a best seller and the M-16 Belt Pack as the lightest option.

Differentiator

Problem solved

Functional benefit

Products and services

• M-16 Manual Inflatable Belt Pack Lightest manual inflatable life jacket sold by Onyx, designed for stand-up paddleboarding, general boating, and fishing, with manual pull cord CO2 inflation delivering 17 lbs of buoyancy and an extremely low profile belt pack design.
• M-24 Essential Manual Inflatable Life Jacket Manual inflatable life jacket in a universal adult size providing essential buoyancy for general boating and paddling activities.
• A/M-24 Automatic/Manual Inflatable Life Jacket Best-selling convertible inflatable life jacket that can switch between automatic water-sensing inflation and manual pull-cord inflation, providing versatile water safety protection for boaters and anglers.
• A/M-24 All Clear Automatic/Manual Inflatable Life Jacket Premium convertible auto/manual inflatable life jacket featuring a clear viewing window, allowing the wearer to see through the inflated vest after deployment.
• Impulse A/M-33 All Clear Automatic/Manual Inflatable Life Jacket High-performance inflatable life jacket with SOLAS reflectors, an all-clear viewing window, and dual automatic/manual inflation modes for premium boating and fishing safety.
• MoveVent Dynamic Life Jacket Best-selling paddling life vest designed for kayaking, canoeing, and SUP, featuring Air Span breathable mesh ventilation in front and back, SOLAS-grade reflective material, and adjustable shoulder and side belt adjustments.
• Air Span Breeze Life Jacket Paddling life vest featuring breathable Air Span technology aimed at keeping paddlers cool during water activities like kayaking, canoeing, and SUP.
• Air Span Angler Life Jacket Paddling life vest with pockets and adjustable side belts designed for fishing, integrating Air Span breathable technology for paddling-fishing crossover use.
• Thunder Rage Jacket Waterproof hunting jacket with hood, reflective accents, and multiple pockets, designed for waterfowl and marsh hunting in wet environments.
• Rearming Kits Replacement CO2 cylinders and components for recharging Onyx inflatable life jackets after deployment, enabling repeat use of the PFDs.
• Pet Vests Life vests designed for dogs, sized by weight, neck, chest, and waist measurements, for use on boats, kayaks, or near water.
• Infant and Child Vests U.S. Coast Guard and Transport Canada approved life jackets designed for infants and children for family water activities.
• Youth Vests Life jackets for youth/adolescents meeting USCG and Transport Canada safety approval standards.
• Adult Vests U.S. Coast Guard approved life jackets for adults spanning different water activities and design styles.
• Cushions Flotation cushions designed for water safety and buoyancy assistance.
• Onyx Outdoor Apparel Outdoor apparel including men's and women's clothing designed for water activities, encompassing rainwear and performance outerwear.

Quantifiable outcome

• Products are US Coast Guard approved and Transport Canada approved for safety compliance
• +1 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Major League FishingcoreGTM or Marketing PartnerOnyx is the official life jacket sponsor of the Major League Fishing Bass Pro Tour and MLF5. MLF has the strongest broadcast presence in the competitive bass fishing industry, bringing the sport into America's living rooms on major broadcast channels and streaming. MLF5 comprises tens of thousands of competitive anglers from high school and college to weekenders and tour pros.
• Ott DeFoecoreGTM or Marketing PartnerProud partner and 2019 Bassmaster Champion professional angler. Onyx partners with leaders who have helped grow the sport of bass fishing. DeFoe represents the brand in the professional fishing community.
• Mossy OakminorGTM or Marketing PartnerCamouflage pattern brand partner for hunting-related products, reflecting shared values around outdoor hunting activities.
• RealtreeminorGTM or Marketing PartnerCamouflage pattern brand partner for hunting-related products, reflecting shared values around outdoor hunting activities.
• United States Coast Guard (USCG)coreOthersRegulatory body whose approval Onyx products carry, demonstrating safety compliance and creating trust in the boating community.
• Water Sports Industry Association (WSIA)minorGTM or Marketing PartnerIndustry trade association representing water sports manufacturers and promoting the industry.
• Outdoor Industry Association (OIA)minorGTM or Marketing PartnerTrade association for the outdoor recreation industry representing manufacturers and retailers.
• National Safety CouncilminorGTM or Marketing PartnerSafety advocacy organization promoting water safety awareness and practices.
• BoatUSminorGTM or Marketing PartnerBoating advocacy organization representing recreational boat owners, aligned with water safety mission.
• SUPIA (Stand Up Paddleboarding Industry Association)minorGTM or Marketing PartnerIndustry association for the stand-up paddleboarding market, aligned with Onyx's paddling product line.
• National Safe Boating Council (NSB)minorGTM or Marketing PartnerCoalition promoting safe boating practices and responsible water recreation.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mustang Survival: Mustang Survival is a direct peer: a leading manufacturer of inflatable and foam PFDs, flotation suits, and marine safety equipment serving recreational, commercial, and military markets. Competes head-to-head with Onyx in the USCG-approved life jacket category, particularly in inflatable belt packs and convertible models.
• NRS (Northwest River Supplies): NRS is a direct peer producing PFDs, paddling apparel, and river safety gear, with a particularly strong presence in kayaking and rafting. Its life vest lineup overlaps directly with Onyx's MoveVent and Air Span paddling series for the same paddler and angler customer base.
• Stearns: Stearns is a direct peer and one of the largest US PFD manufacturers, offering foam and inflatable life jackets across recreational boating, fishing, and paddling. Shares Onyx's mass-market USCG-approved positioning and competes in similar price bands at Walmart, sporting goods, and marine retail.
• Astral (Waterfly): Astral designs premium PFDs and water footwear specifically for kayaking, fishing, and paddleboarding — the same core use cases as Onyx. Their life jackets compete on breathability, fit, and paddling-specific features, making Astral a close comparable in the premium paddling segment.
• Kokatat: Kokatat is a direct peer manufacturing paddling-specific PFDs, dry suits, and rescue gear for kayakers and rafters. Overlaps with Onyx's MoveVent and Air Span lines in the paddling retail channel, though Kokatat is more specialized in whitewater and sea kayaking.

Emerging players

• MTI Life Jackets: MTI is an emerging player building a niche brand in the inflatable PFD market with innovative designs targeting paddlers and anglers. Comparable in product focus (inflatable PFDs) but smaller and earlier-stage than Onyx, competing in similar specialty channels.

Regional players

• Baltic Life Jackets: Baltic Life Jackets is a European manufacturer of inflatable and foam PFDs serving Scandinavia and broader EMEA. Comparable in product category (inflatable and foam life jackets with ISO/EN approvals) but primarily regional, competing with Onyx for any cross-border distribution opportunities.
• Spinlock (Performance Group): Spinlock is a UK-based manufacturer of life jackets, harnesses, and marine safety equipment, primarily for sailing and watersports. Comparable in PFD manufacturing and safety standards focus, though Spinlock's primary geographic markets are UK and EMEA rather than the US.

Broad incumbents

• Aqua Lung: Aqua Lung is a broad incumbent in marine and watersports safety, offering diving, snorkeling, and PFD products. Competes with Onyx in the inflatable and foam PFD category but as part of a much larger portfolio spanning dive equipment and watersports gear.

Others

• Kent Outdoors (Parent Portfolio): Kent Outdoors is the parent conglomerate of Onyx and houses sibling brands BOTE, O'Brien, Liquid Force, Connelly, and Aquaglide. Included as an ecosystem participant: while not a direct competitor, it represents the distribution and brand-portfolio context in which Onyx operates, and contains other watersports hardware brands that share its dealer channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/OnyxOutdoor
• Facebookfacebook.com/OnyxOutdoorGear
• Instagraminstagram.com/onyxoutdoor

Compliance1 record

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 Onyx Outdoor