You wouldn’t think there’s a product that doesn’t already bear the Duck Commander brand.
There are the duck calls that got the company started 40 years ago as well as other duck hunting and deer hunting related merchandise. There are shirts, caps, bandanas, lanyards, blind bags, DVDs, CDs, air fresheners, koozies, books and email gift cards.
Columbus based Realtree is planning to add many more items to the list.
Realtree President and CEO Bill Jordan announced this week that Realtree is assuming primary administrative duties related to the licensing of Duck Commander and Buck Commander products.
Jordan called it a strengthening of the business partnership between the Realtree and Duck Commander teams and that the deal should ensure that consumers find an even greater selection of Duck Commander/Realtree products.
Jordan said he has worked closely with Phil Robertson, the founder and president of Duck Commander, and his team during the last eight years.
“It’s remarkable what they have built throughout the company’s 40-year history. We’ve been fans and believers in all they do for many years, and we look forward to helping them continue the growth of the Duck Commander brand.”
He called Duck Commander a hot commodity.
Realtree Vice President of Licensing Brad Schorr said, “Of course, this is one of Realtree’s core strengths. Thankfully, we’ve built a strong level of trust with everyone in the Duck Commander and Buck Commander camps, and we are really pleased that they asked Realtree to support this part of the business.”
Duck Commander products featuring Realtree camouflage are already found widely in the market place.
Duck Commander CEO Willie Robertson said he is excited about the deal. “Working with the Realtree guys on new products was an easy business decision,” he said in a news release. “Not many companies have a better grasp on the start-to-finish product cycle, and it’s clear they are in the business for the long run. It’s a real partnership that gives me one less thing to worry about,” he said in a press release.
Realtree is the world’s leading camouflage designer, marketer and licensor with more than 1,500 licensees utilizing the company’s brand. Thousands of outdoor and lifestyle products are available in Realtree camouflage.
Duck Commander produces a wide variety of branded clothing, outdoor gear, cooking products and household goods. The company’s reality show “Duck Dynasty” airs at 10 p.m. Wednesdays on A&E and draws an average of 11.8 million viewers per episode. The show is currently in its fourth season.
“We’ve been friends for 8-9 years now,” Jordan said. “This is a situation where we know we can help them. They have become rock stars and basically they have been overwhelmed by their success which is absolutely amazing.”
While the Duck Commander products have been popular for quite awhile, it is only in the last few years that the public has discovered the family that runs the company based in Louisiana. Jordan said some members made an duck hunting appearance on the “Bill Jordan’s Realtree Outdoors” show on ESPN.
The show’s producer told the Robertsons they should have their own show and they ended up with one, “Duck Commander,” on the Outdoor Channel. That led to the pilot for the reality show they now have which focuses on the Robertson family.
“It is like what they used to say about ‘Seinfeld,” that is a show about nothing,” Jordan said. “They are just regular guys who are endearing to the audience. It has a lot of Christian values.”