Not so bella Vista

1 May 2018 By Rob Cox Follow @rob1cox

Vista Outdoor is jettisoning products like Bell helmets and paddle boards from its core sports-shooting business after REI and other retailers blacklisted brands associated with the AR-15 rifle-maker. After Parkland, gunsmiths are rightly being confined to finance’s fringes.

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Vista Outdoor, a U.S. maker of guns and recreation equipment, on May 1 said it was launching a reorganization that would lead to the sale of a handful of non-core consumer businesses, including Bell and Giro helmets, Jimmy Styks paddleboards, and Savage and Stevens firearms.

The Utah-headquartered company said it will serve its target consumer, “the outdoor enthusiast,” by sticking to “market-leading brands” in ammunition, hunting and shooting accessories, hydration bottles and packs, and outdoor cooking products.

Chief Executive Chris Metz said Vista will "focus on categories where Vista Outdoor can achieve sustainable growth, maximize operational efficiencies, deliver leadership economics, and drive shareholder value."

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