Bushnell Outdoor Products has agreed to purchase Primos Hunting to fill in its growing line of hunting gear and accessories. Mississippi-based Primos makes game calls, blinds, scent eliminators, attractants, decoys and apparel.
Primos Hunting will continue to operate production facilities in Flora and Brookhaven, MS. The company employs more than 120 people and manufacturers more than 620 products, according to its website.
Bushnell and Primos are both privately held and did not disclose the terms of the deal. The deal represents the latest in a string of acquisitions Bushnell has made since being acquired by MidOcean Partners in 2007, including Millett (shooting accessories for hunting and tactical markets) and Simmons (scopes, night vision binoculars, range finders and trail cameras) in 2008, Cébé (sunglasses) in 2009 and Night Optics USA last year.
Based in Overland Park, KS, Bushnell also sells products under the Tasco, Serengeti, Bollé, Uncle Mike's, Stoney Point, Hoppe's, Butler Creek and Final Approach brand names. In addition, it has licensed the Bushnell brand to outdoor footwear manufacturers.
Created in 2006 to acquire the private equity holdings of Deutsche Bank, MidOcean Partners’ other Consumer & Leisure holdings include South Beach Diet and Totes-Isotoner.