What’s in a Name? Everything…
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NEXUS Outdoors acquires HARDCORE Waterfowl, expanding its deep hunting portfolio.
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Hard Core
/ˈhärdˌkôr/
“The most active, committed, or strict members of a group or movement.”
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MUSKEGON, Mich. (January 16, 2023) – The term “hardcore” has become ubiquitous, often misappropriated. Someone gets heavy into something, they’re now hardcore. Hardcore this, hardcore that. But when a company chooses a phrase to name its brand, they better be serious. HARDCORE Waterfowl is one of the rare few.
In late 2022, NEXUS Outdoors – proprietor of trusted brands like ScentLok and Blocker Outdoors – acquired HARDCORE Waterfowl, and instantly became a major player in waterfowl hunting.
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In late 2022, NEXUS Outdoors – proprietor of trusted brands like ScentLok and Blocker Outdoors – acquired HARDCORE Waterfowl, and instantly became a major player in waterfowl hunting.
“Hardcore means something,” said NEXUS Outdoors President Aaron Ambur. “Being hardcore says I wake up earlier, stay later, and hunt harder. The phrase really connects with avid waterfowlers. And it’s how the NEXUS staff lives, works, and hunts every day.”
Ambur continues: “We have plenty of opportunities to buy companies. But we always must ask ourselves, does the brand fall inside our core competencies? Is the brand authentic? Can we grow and elevate the brand? And the answers with HARDCORE Waterfowl were a yes, yes, and yes.”
Another pivotal factor in the acquisition was that the NEXUS Outdoors’ product development team already knew the space. Most significantly, NEXUS Outdoors has had a licensing agreement with HARDCORE Waterfowl since 2018, designing custom waterfowl apparel, including parkas, jackets, midweight layers, base layers, bibs, pants, headwear, and gloves.
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Ambur said the progressive design of HARDCORE Waterfowl apparel will continue, too, even accelerate. “The era of the 4-in-1 parka is over. Our designs are functional – mobility and all-day comfort being at the core. Waterfowl hunters are active, setting and retrieving decoy spreads and getting in out of blinds, as well as long periods of just sitting still. HARDCORE Waterfowl hunting apparel accommodates all of that, from the moment you step out of the truck before sunrise to retrieving the last duck or goose of the day.”
“Really, waterfowl clothing must perform like those worn by western backcountry hunters – it’s all about layering to support high activity to low activity.”
To that end, NEXUS Outdoors focuses on key elements like layering, stretchability, articulation, breathability, anti-friction, anti-fatigue, durability, and comfort. The construction and performance of existing products from ScentLok and Blocker Outdoors is impeccable, and that will always ring true with HARDCORE Waterfowl apparel.
Not lost in the discussion will be NEXUS Outdoors commitment and expansion of the core hunting decoy business. Ambur said they’ll stay true to HARDCORE Waterfowl’s decoy quality, durability, and authenticity, while engineering for the future. “We’re already experimenting with new paints and molds while reexamining the entire decoy assortment. Innovations and new products are already in the pipeline.”
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Ambur added, “From painting to sewing, we don’t cut corners. Waterfowlers tend to be hard on gear, so our products must meet and exceed expectations.”
Strengthening inventories and streamlining the delivery process are also part of the plan. “As we do with our existing brands, the shipping dock will be cleared daily,” said Ambur. “Ultimately, we’re making an investment in HARDCORE Waterfowl.” And that investment spans into customer service as well. “The customer is always first,” stated Ambur.
Conservation will continue to be cornerstone to the HARDCORE Waterfowl brand, as well as advocating for the involvement of young hunters – the future of the sport.
Ambur concludes with a couple impassioned mantras: “HARDCORE Waterfowl will deliver the head-to-toe experience – everything you need to be successful in the field. Our gear performs and holds up for guys that are in the field 60 to 90 days a year, so they’ll certainly perform for the recreational hunter.”
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ABOUT NEXUS OUTDOORS
Nexus Outdoors, headquartered in Muskegon, MI, USA, is a leading worldwide designer, marketer and distributor of performance, hunting and casual odor-controlling apparel, footwear and equipment under the ScentLok Technologies®, OZ®, Blocker Outdoors®, Whitewater, HARDCORE, and Tree Spider® brands. It also owns American Range Systems, manufacturer and distributor of the world’s strongest and safest bullet traps. Nexus Outdoors is the only company with access to all scent-controlling technologies, including their patented Carbon Alloy™ and Cold Fusion Catalyst™ technologies, which provide superior success in the field. ScentLok and Blocker Outdoors are pioneers in the hunting industry, which many credit with creating a market focused on superior scent control to get closer to big game.
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