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Paddlesports’ New Power Couple: Jackson Kayak Buys Werner Paddles

The two brands have nearly 90 years of combined experience in building kayaks and paddles that make a serious splash.

jackson kayak(Photo/Jackson Kayak)
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Two of kayaking’s biggest brands are now in the same boat. (Literally. )

Jackson Kayak has finalized the purchase of Werner Paddles, bringing the brands together for “a powerful partnership,” according to a statement. The companies will continue to make specialty shops the “key focus” of sales efforts through exclusive products and top-notch service, the two brands said.

“We have a strong team, a very large facility, and our location is ideal for growth,” Peter Hausin, CEO of Jackson Kayak, said in a news release. “We knew that we would be stronger if we were a larger company, so we are thrilled to be joining forces with Werner, one of the premier brands in paddlesports.”

werner paddles
(Photo/Werner Paddles)

An early meeting about the merger showed that the companies’ business values were “aligned,” said Bruce Furrer, longtime owner of Werner Paddles. It became clear that Jackson Kayak shared the same dedication to quality paddling products, as well as employee and community support.

“After meeting with Tony, I quickly learned of his long-term involvement in paddlesports, his belief in supporting employees, and his commitment to producing the highest quality products,” said Furrer. “I’m comfortable Werner Paddles is in good hands.”

A Shared Leadership

werner Carissa Riccardi Photog
(Photo/Carissa Riccardi for Werner Paddles)

Moving forward, the companies’ sales and marketing teams will continue to operate independently. However, paddle production will transition to the Jackson Kayak location in Sparta, Tenn.

“We know that it is critical to preserve the individuality of each brand,” Hausin said. “We can be a stronger and more efficient company together, but we will not abandon the uniqueness of these two stellar brands.”

Jackson Kayak was founded in 2004. Werner Paddles has roots going back to the 1950s when the Furrer family first began making kayaks. Together, the brands have nearly 90 years of combined experience in the outdoor industry.

Several other outdoor companies have recently merged, including running brands Janji and Oiselle, and YETI acquiring Mystery Ranch in January. Meanwhile, Werner isn’t the only classic brand looking for buyers; Kona Bicycles is also in the market for a new owner.

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