Johnson Outdoors hosted their Annual Meeting of Shareholders, celebrating the company's 35th anniversary. During the meeting, company chairman and CEO, Helen Johnson-Leipold shared her vision for the companys future and remarked on some recent milestones in the companys development.
With the recent consolidation in the watersports industry, Mrs. Johnson-Leipold pointed out that today, Johnson Outdoors remains number one in canoes and kayaks. She also said that the company uncovered some broader consumer insights that helped to redefine the company three years ago.
“Like the rest of our competitors back then, we were focused on the avid paddler, but then we realized there are far more people who want to enjoy the water a little bit at a time, and are looking for simple, easy, and convenient water recreational products.” she said. “So, we redefined our vision for watercraft as owning the water within a quarter mile of shore.”
Mrs. Leipold went on to say that the Johnson Outdoors watercraft brands now offer kayaks and canoes for a wider variety of consumers a much broader audience than just avid paddlers.
As a result of this redefined vision, margins in the Watercraft division have jumped a full six percentage points. Additionally, the company is seeing double digit sales growth among its top retailers and has tripled production at its Old Town Canoe facility.
