December 1st, 2009

Leupold & Stevens Re-Launches Redfield as Bargain Brand

Redfield opticsThe Redfield Gun Sight Company was founded in 1909 by John Hill Redfield. The company’s product line expanded from open sights to include riflescopes, mounts, binoculars, and spotting scopes. In 1998 Redfield closed its doors in Denver, Colorado, marking the end of an era. Redfield changed hands several times until April 2008 when Leupold & Stevens, Inc. purchased the Redfield brand name and associated intellectual property.

Leupold has revived Redfield, positioning the new Redfield scope line at the low end of the market. The latest generation of Redfield scopes are priced from $130.00 – $150.00 retail. Revolution™ riflescopes, the first products in the new Redfield line, are American-made at Leupold’s plant near Beaverton, Oregon. Revolution models include 2-7x33mm, 3-9x40mm, 4-12x40mm, and 3-9x50mm models, all with either 4-plex or Accu-Range reticles. The Accu-Range reticle provides hold-over points from 200-600 yards. Other product offerings will include imported Rebel™ and Renegade™ binoculars, Rampage™ spotting scopes and Raider™ rangefinders.

Redfield opticsEditor’s Comment: We’re pleased to see the revival of a storied American optics brand. However, we wonder how much quality and long-term durability Leupold can deliver for $130.00, when Leupold is having trouble with quality control on its high-end scopes which sell for $800 or more. But Leupold & Stevens is a business first and foremost and its bean counters obviously feel there is money to be made in the low end of the market. This is like General Motors saying: “Well, since Cadillac can’t compete with Lexus and Mercedes, let’s sell more Geo Prisms”. We all know how well that strategy worked.

Similar Posts:

Tags: , , ,