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Bushnell purchases Millett

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koshkin View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote koshkin Quote  Post ReplyReply Direct Link To This Post Topic: Bushnell purchases Millett
    Posted: August/27/2008 at 12:25
Just saw this on a different forum.

Apparently, MidOcean Partners (owner of Bushnell, Tasco and Simmons) has purchased (or is in the process of purchasing) Millett.

I wonder where that is going to go.  They now have four optics brands with a lot of products occupying the same market space.

If I were to venture a guess, I would say that they will (or should in y opinion) do the following:

1) Move Bushnell brand upmarket on the strength of the Elite line
2) Use Tasco brand for cheap Walmart-type scopes.
3) Develop Simmons into a low-to-mid range line of hunting scopes.
4) Kill of Millett's hunting scope line and use Millett name for rings/mounts and tactical scopes.

Time will tell, I suppose.

ILya
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Post Options Post Options   Thanks (0) Thanks(0)   Quote cyborg Quote  Post ReplyReply Direct Link To This Post Posted: August/27/2008 at 12:37
I would be very interested in seeing a TRS / LRS type of scope utilizing the 4200 glass and coatings. An upgraded Simmons into a decent type of scope would be a very good thing for consumers, although that stigma might be hard to overcome.
I am afraid however that the acquiring of these was more for eliminating competition.
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koshkin View Drop Down
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Post Options Post Options   Thanks (0) Thanks(0)   Quote koshkin Quote  Post ReplyReply Direct Link To This Post Posted: August/27/2008 at 12:41
I suspect that acquisition of Millett was more for mounts than for scopes, although Millett made a good name for itself recently in the low-end tactical market.

Simmons name might get killed of since its market is properly covered by Tasco and Bushnell.

ILya
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Post Options Post Options   Thanks (0) Thanks(0)   Quote crispycritter Quote  Post ReplyReply Direct Link To This Post Posted: August/27/2008 at 15:37
Originally posted by koshkin koshkin wrote:

Just saw this on a different forum.

Apparently, MidOcean Partners (owner of Bushnell, Tasco and Simmons) has purchased (or is in the process of purchasing) Millett.

I wonder where that is going to go.  They now have four optics brands with a lot of products occupying the same market space.

If I were to venture a guess, I would say that they will (or should in y opinion) do the following:

1) Move Bushnell brand upmarket on the strength of the Elite line
2) Use Tasco brand for cheap Walmart-type scopes.
3) Develop Simmons into a low-to-mid range line of hunting scopes.
4) Kill of Millett's hunting scope line and use Millett name for rings/mounts and tactical scopes.

Time will tell, I suppose.

ILya
 
 
 
 
I don't see where that would be a bad plan. Whatever they do, they need to dump the cheap Bushnell lines. Few people are/will take the Elites serious when they are being lumped in with the $50 scopes.
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Post Options Post Options   Thanks (0) Thanks(0)   Quote cheaptrick Quote  Post ReplyReply Direct Link To This Post Posted: August/27/2008 at 18:11
Tagged.......Thanks Koshkin.
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Post Options Post Options   Thanks (0) Thanks(0)   Quote RifleDude Quote  Post ReplyReply Direct Link To This Post Posted: August/27/2008 at 21:08
Interesting...
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Post Options Post Options   Thanks (0) Thanks(0)   Quote mercenary1947 Quote  Post ReplyReply Direct Link To This Post Posted: August/28/2008 at 09:46
Originally posted by koshkin koshkin wrote:

Just saw this on a different forum.


If I were to venture a guess, I would say that they will (or should in y opinion) do the following:

2) Use Tasco brand for cheap Walmart-type scopes.

ILya
 
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Post Options Post Options   Thanks (0) Thanks(0)   Quote tykemp Quote  Post ReplyReply Direct Link To This Post Posted: August/29/2008 at 11:30
Use the 4200 glass in the LRS and it'd be a sweet scope for $500!
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