Brisbane-based firearms and hunting gear importer Pro-Tactical has been renamed Backcountry Outfitters, as part of its efforts to better reflect its product range and ethos.
Managing director Tom Augur explained the name change was an “evolution of the business into a broader brand identity”, but said the well-known Pro-Tactical brand was not going away.
“Pro-Tactical remains a key in-house brand, while Backcountry Outfitters is now the trading name representing the company’s full portfolio of products, partnerships and future growth,” he said.
While the company’s most visible product line is the Pro-Tactical range of gear and accessories, backcountry Outfitters is also the Australian distributor for John Rigby & Co rifles and shotguns, Zastava firearms, Alfa-Proj firearms, Lee reloading equipment, Ballistol oil, Pecar Optics and other brands.
Mr Auger said the rebrand represented the next chapter for the 40-year-old family business and positioned it well for the future.
“It keeps the strength of Pro-Tactical’s history while opening the door for future growth and premium offerings to both retailers and customers nationwide,” he said.
“What’s important is nothing has changed for our customers and dealers — same leadership, same team, same commitment to service. Pro-Tactical remains our in-house brand, but Backcountry Outfitters allows us to represent the bigger picture of who we are today.”
He said the rebrand was about better conveying that the company’s offerings, positioning it to grow beyond firearms and shooting equipment to include apparel and outdoor products, and to align with its core values of adventure, conservation, hunting for a purpose, community and innovation.
“For us, hunting isn’t just a pastime, it’s about purpose, connection to the land and food on the table. This rebrand sets us up to deliver not just products, but a lifestyle,” Mr Augur said.
For more information, visit the Backcountry Outfitters website.
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