Johnson Outdoors announces Old Town expansion

Johnson Outdoors announced plans to expand product offerings under its flagship Old Town brand, maker of canoes and kayaks.

“Old Town is an iconic brand with a legacy of pioneering innovation and superior quality that has given people a great experience on the water for over a century. No one knows paddling better, no one knows more about what people want and need out on the water, and no one else can deliver the legendary craftsmanship of Old Town.Moving forward, consumers and dealers will see a broader array of kayaks, paddles and personal flotation devices that carry the Old Town name and all that it stands for,” said Bill Kelly, group vice president – watercraft recreation and camping for Johnson Outdoors.

Old Town currently offers a line of recreational and fishing kayaks and will now be further expanding into the day touring kayak category. The new Old Town Castine day touring kayaks will be offered in three sizes to fit all paddler shapes, sizes and performance levels and will follow the successful Old Town Loon design principles. The kayaks will begin shipping in Fall 2017.

Johnson Outdoors says Old Town paddles will combine higher-end design and improved functionality, including lighter weight paddles, innovative blade designs and enhanced aesthetics. New Old Town PFD designs will provide safety features along with greater comfort and functionality to appeal to existing and new water recreational consumers. Both Paddles and PFDs will be available in January 2018.

In addition to the expanded Old Town brand portfolio, Johnson Outdoors says it is upping investment in R&D and marketing support behind Ocean Kayak to increase the velocity of innovation and speed-to-market of new products in the brand.  Ocean Kayak product lines will remain focused on “fun and adventurous” pursuits that have roots in, but not limited to bigger, deeper water recreation activities.

“We are very excited by the future for both Old Town and Ocean Kayak brands. Consumer insights will continue to drive everything we do and ensure more consumers intersect and experience our brands through a variety of products that tie the paddling experience together for an awesome time out on the water. While we are transitioning out of the Extrasport and Necky brands, we look forward to serving our customers with our great new products,” said Kelly.

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