Heritage Outdoor Group acquires Badlands Gear Co

Heritage Outdoor Group has acquired Badlands Gear Co. LLC from W. C. Bradley Co., bringing the hunting backpack, gear and apparel brand into its expanding outdoor portfolio. The deal gives Badlands a new owner as Heritage looks to invest in product development and long-term growth.

Why it matters: - The acquisition adds a well-known hunting gear brand to Heritage Outdoor Group's portfolio. - Badlands brings a customer base built around lifetime warranty support, product durability, and outdoor-specific branding. - The deal signals continued consolidation in the premium outdoor and hunting market.

What happened: - Heritage Outdoor Group announced the acquisition of Badlands Gear Co. LLC on July 2, 2026. - Badlands was acquired from W. C. Bradley Co. - The transaction was announced in Salt Lake City. - Terms of the transaction were not disclosed.

The details: - Badlands is a hunting backpack, gear and apparel brand. - The brand was founded in 1992. - Badlands built loyalty through a focus on quality, innovation, durability and an unconditional lifetime warranty. - Heritage said Badlands will continue serving dealers and customers under Heritage ownership. - Heritage said it will invest in product development and long-term growth. - Heritage's portfolio already includes PSE Archery and Kryptek. - W. C. Bradley Co. described Badlands as transitioning to a new owner after deciding it was time to change ownership. - K. Camp Bailey, chairman of Heritage Outdoor Group, said Heritage is excited to welcome Badlands and plans to support the brand's team and build on its legacy. - Christopher M. Ball, chair and chief executive officer of W. C. Bradley Co., said finding the right home for Badlands' team and customers was important.

Between the lines: - The deal fits Heritage's strategy of buying and building brands that serve hunters and outdoor enthusiasts. - Badlands gives Heritage another premium brand to pair with its existing outdoor holdings. - The acquisition may help Heritage deepen its position in the hunting category without disclosing how much it paid.

What's next: - Heritage said it will focus on supporting the Badlands team and expanding the brand. - Badlands is expected to keep serving its dealers and customers during the ownership transition. - Heritage signaled more investment in product development as it works to grow the brand over time.

The bottom line: - Heritage Outdoor Group is adding Badlands to a growing outdoor portfolio and betting that the brand's loyal following can scale under new ownership.