Altus Brands, LLC, provider of products for the outdoor sports, law enforcement and industrial safety markets, has acquired Cass Creek Game Calls, Woodland Whisper, QuikSit and Digital Game Scales brands, formerly owned by Nature Vision, Inc.


The newly acquired brands will join an expanding Altus portfolio that includes Pro Ears electronic and passive hearing protection/amplification products and BenchMaster rifle rests, Riflemen and Crossfire slings, among others.


Charles Ricci, Altus Brands’ executive vice president of sales and marketing, said the company, which relocated to northern Michigan in April 2009, will tap into the local labor pool to fill new jobs when needed.


Regarding the acquisitions, Ricci told SEW that Altus feels there is substantial and enduring equity within the recently-acquired brands. “By applying certain marketing principles to the brand(s), bringing structure to [them], promoting the correct products and doing the research and development to meet market demand while streamlining the SKU’s, we can revive the brands and continue to grow [in the] marketplace,” Ricci said. Ricci added that Altus’ primary concern regarding the consolidation was giving its customers a broader product offering by managing as many quality brands as possible while still remaining efficient.


In the future, Ricci said Altus would continue to explore opportunities to build its portfolio, noting that it was also possible the company would convert some of its lesser-known brands to maximize product effectiveness in the market. Ricci added that Altus would continue to look for companies that “perhaps need a capital injection, have too much overhead or [where] current management doesn’t have the [necessary] skill-set…the aging entrepreneur.”


In September, the company announced the acquisition of the assets of Concealment Industries, Inc., which added a wide variety of Boonie Hats and other innovative camouflage and insect proof caps for hunters, campers, fisherman, hikers, gardeners, military and many other outdoor enthusiasts.


“We are intent on serving our customers’ interests and growing our company through innovative product development and acquisition of solid brands with proven products and great reputations,” Ricci said.
The companies will be relocated to Traverse City, MI in the 4th quarter 2009 and integrated into its existing facilities.