American Outdoor Brands, Inc. is an outdoor products company headquartered in Columbia, Missouri, where its corporate, brand management, and product development functions are based. The business grew out of the former accessories segment associated with Smith & Wesson and has since been structured as a standalone platform focused on non-firearms outdoor gear. Its history includes a mix of organic product development and acquisitions in hunting, shooting, camping, and related categories, giving it a broad catalog that reaches multiple types of outdoor enthusiasts.
The company designs, sources, and markets a wide range of outdoor products and accessories, from knives, tools, and survival gear to electro-optics, gun-care equipment, and grilling systems. Rather than centering on a single flagship label, American Outdoor Brands organizes its portfolio into “brand lanes” aligned to consumer archetypes. Within that structure, brands such as Crimson Trace and Grilla Grills illustrate the spectrum: Crimson Trace specializes in electro-optics, laser sights, and related aiming devices, while Grilla focuses on pellet grills and outdoor cooking systems. Together they show how the company spans both technical shooting accessories and broader outdoor-lifestyle products.
Operations rely on a mix of in-house design and engineering, contract manufacturing, and distribution partnerships. American Outdoor Brands sells through e-commerce platforms, big-box and specialty retailers, and distributors, supported by centralized logistics and inventory systems. Brand teams work within their respective lanes—such as “Marksman,” “Adventurer,” “Harvester,” and “Defender”—to define product roadmaps, while shared corporate functions handle sourcing, quality control, compliance, and digital infrastructure. This structure lets the company scale efficiently across very different product categories without losing the specialist focus each brand requires in the field.
In the outdoor-products space, American Outdoor Brands is known as a multi-brand platform rather than a single-name hero brand. Its reputation rests on the breadth of its catalog and the technical credibility of certain specialist lines, including optics and shooting accessories under Crimson Trace and hard-use tools and gear across other house brands. By concentrating on accessories, equipment, and lifestyle products instead of firearms themselves, the company positions its portfolio around the broader outdoor and shooting experience, serving retailers and end-users looking for integrated ecosystems of gear rather than one-off products.