Leupold & Stevens Re-Launches Redfield as Bargain Brand
The 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.
Editor’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.
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I don’t get it? Was the editor’s comment regarding Leupolds reintroduction of the Redfield line an attempt to undermind their efforts or just another chance to bash GM?
Mark,
My point is that I think Leupold’s first priority should be to raise Q/C and improve the Leupold-brand-name products. TCOB (take care of business) first, then think about launching a new line of bargain basement optics, many of which will be mass-produced overseas in Asia (though the Revolution scopes are US-made). Certainly, from an enterprise perspective, it makes sense to try to grab a share of the low-end market, but I don’t think Leupold built its reputation on low-priced goods, and perceived quality issues are what drove Redfield out of business in the first place.
I am happy to see this. My grandfather (who died earlier this year) worked at Redfield as a machinist in Colorado for many years. I am happy to see jobs left in America and I will support this brand if I can.
I think modern manufacturing in a start-up facility has a great shot. We need all the jobs we can get in the good old US right now. Now, if they rebuild the name then outsource an increasing percentage of the manufacturing to Asia or elsewhere over time they will loose my support.
This story would have made grandpa smile (and made him want to visit the new factory).
Since I have not used the new Redfield line of scopes by Leupold, I have no opinion as yet. Let’s give them a chance. There are plenty of budget scopes out there so Redfield will have plenty of chances to prove itself.
I have had quite a few Leupold scopes in my shooting career and have been very satisfied with their performance. They have the BEST warrenty in the business…bar none.
Good luck to Leupold in their Redfield project.
Virg
Ed,
My point is this: I think the value and quality of the new Redfield line should be based off it’s own merit and not your idea of Leupold’s business model. You lower the percieved quality of Leopold by your comment. Mark
Mark,
The editor was drawing a simple — although not simple enough for some apparently — comparison to contrast top-quality products and lower end products and their respective “values”, perceived or otherwise. The editor makes no attempt to sully the name of Redfield or Leupold, but given the recent well-known issues with the high-end Leupold competition scopes, it naturally (for some more than others apparently) follows that one might ponder the challenges the “bargain” scope might present to Leupold in addition to what they’re already facing. It’s not rocket science. The Redfields may be very good scopes for the right purposes, but long range sniping may not be their forte, OK? Shoot, fifty years ago I thought the Weaver K4 was the greatest thing since sliced bread, and all for less than 50 bucks!
Leupold has been putting out some rather poor quality scopes for years now and have lost a considerable portion of the high-end market (to S&B, Nightforce, USO, March) they once had. I have sold all of my Leupolds made in the last seven to ten years and know others who have done the same. The addition of Leupolds Rifleman line has only moved the company further down the quality range. There is so much competition in the mid- to low-quality market I cannot see this Redfield acquisition as helping unless major improvements are made in manufacturing & quality control. Either way, people will buy them based on the past reputation, and current marketing/name recognition. They may make more profit, which is the objective of many companies, but to many people the position they once held in the industry is no longer.
I will be first in line to get one of these scopes. Every Redfield and Leupold scope I own is top notch.
Perhaps people forget that when Redfield was king of the hill, it was the lower end Asian made scopes that took much market share away from them. They came out with the Five Star scopes to combat this and they sold well. I am sure Leupold is facing the same issue making this a terrific idea. I would much rather buy a high quality Leupold made Redfield scope than a BSA, Tasco, Simmons, value branded scope. There will be no comparison.
Well I’m delighted to see lower cost American-made scopes and I’ll buy an American-made Redfield before I buy anything made in China or the PI!
It would be a smart, long-term move for Leupold to use Redfield to offer lower- to medium-cost scopes and move the Leupold name out of the lower-end business. Power to them! Assuming the new Redfield line up holds zero and tracks with precision, I’ll but them for my plinking and hunting rimfires and possibly others. What’s not to like about an established American manufacturer building a new line of American-made scopes? This is great!
“..I have sold all of my Leupolds made in the last seven to ten years and know others who have done the same…”
Man, I hope y’all all get together and share/enjoy your ignorance. Too bad you’ll never get to experience all the advantages a new VX3 has over a Vari-X 3. The new Leupold scopes are much better than the older ones but there is always a group – usually a bunch of old codgers, like me – who can’t imagine that anything “newer” could possibly be “better”. Drive an “09 Corvette back -to – back with a “65 and see what I mean. As I said – enjoy!
Yep,! I’ll be in the front of the line, too, simply because they’re made in America by Americans! I don’t doubt that they’ll be decent quality scopes…my Nikon Prostaff, Weaver V3s and V7s and Bushnell Legend scopes are all proof that quality low-end scopes can be made. I’m sure Leupold and Stevens can make it happen, too.
I was a large distributor of most all brands of scopes from 70 til 96 when I sold the business. Weaver made the same mistake. Approx 1982 Weaver flew me to El Paso to view and pass judgement on two new very cheap scopes. Some of you will remember them. A 2×7 and a 3×9 for retail with a set of free Weaver rings. You oldtimers will know what is next. Weaver in thier catalog had old Slim Pickens doing thier advertising, by now people were asking to buy weaver K4, K6, but what really set the fight was the old K T models in the higher powers…only scope on the market you could shoot a hole and move up 10 clicks and over 10 and shoot and reverse it and would put the bullet back in the same hole.Wonderful products. Even put leoupold out of the high powered scope business. Back to the cheap stuff. I told them to leave it alone and let the imports have that business. They brought them out and I sold 1900 of the 3×9’s the first year. I believe they was all returned for repair, some of them 2 to 3 times. Every person in the factory was trying to fix these and they were not producing the good stuff. Anyway, Weaver came to the shot show in Jan. 1985 and put closed, going out of business all over their booth and left… End of story….
I think its great, that now you will have a good low cost American Made Scope.
Especially now with so many Americans out of work.
I bet alot of people will buy this scope, when they see Made In America On the Box.
Leupold Is a Solid American Company, I have a Leupold Vx2 3x9x40 and It is a Solid Clear Scope with great eye relief and clarity. God Bless You Leupold, I will put the word out for you.
I don’t know about Leupold’s $800+ scopes but the Redfield Revolution sure packed a bunch of quality in for the price, just got mine last week and love it. Every company has Quality Control issues at one poin tin time or another, as long as they honor their warranty they’ll stay a trusted and respected brand.
As to the statement above about the quality of the Rifleman scopes.
I have 6 Leupolds, the oldest 3-9X40, about 1968, newest 3-9X40 Rifleman, 2007. Money was a little tight in ’07 when I bought the Rifleman. Thought I would go with this, later on I would get a VX-3. No need, has been a very good scope! Shooting heavy 160 gr. loads in a 7MM Mag; hunting in rain & snow, 3 seasons now, it has never changed POI, or any fogging! Don’t know what more you could want from a $200 scope (gave $140 used), still has the Lifetime Warranty.
Anyway, give them a chance with the new line, they may be a surprise.
I bought a 3×9 Redfield last week and have it on a 20″ bull barrel Ar15 and have a 1 hole weapon @ 100 yd. I also own a 3×9 rifelman and a VXII with simlar results. Qality seems equivalent to the VXII at half the price! The low cost comes from the generic formula only 1 finish and 2 reticles available rather than the mulitude available in the other line. Thanks for a great product at a great price Leupold.
Hi got a Redfeild revolution 3-9×40 put it on a 12 gauge shotgun 5 out of 5 at 150 yards. Right on top of on another that’s a 209 dollar scope. I love mine I deer hunt with mine it works in early morning and dusk look through it like some one turned on the lights that target is a 8 inch paper plate.