Company Overview

The W.C. Bradley family of companies has a history of transforming and evolving to meet the ever-changing consumer needs and market conditions. Today, the W.C. Bradley Co. consists of the following companies:

Lamplight (, based in Menomonee Falls, Wisconsin, joined the W.C. Bradley Co. in 1998. Lamplight is a leading provider of outdoor torches, citronella fuel, outdoor wax candles, indoor oil lamps, lamp oil and related goods.  Lamplight’s family of fine quality products includes the TIKI®, Lamplight®, Ultra-Pure® and Medallion® brands.

Char-Broil, L.L.C (, based in Columbus, Georgia, is one of the oldest and most respected outdoor cooking companies.  More Char-Broil® gas grills are distributed across the United States than any other brand.  The company sells Char-Broil® branded grills in the United States and Canada, throughout Latin America, and Australia.  In addition to the Char-Broil® label, the company manages and manufactures a portfolio of outdoor cooking brands including Oklahoma Joe’s®, New Braunfels Smoker Company® and Thermos®.  Char-Broil is #1 in Infrared.  In 2011, Saber Grills, LLC, was formed as a stand-alone entity which introduced SABER® grills ( – a line of premium grills sold through the independent outdoor retailer channel.  Also, in 2011, Char-Broil expanded internationally and acquired Kriswell A/S, a Danish grill and grilling accessories company which markets products under the Dancook ( brand.

Zebco Brands (, based in Tulsa, Oklahoma, is a leading marketer of fishing tackle and outdoor gear sold under a portfolio of brand names.  The Zebco®, Rhino® and Martin® brands compete in recreational freshwater rods and reels.  The Quantum®, Fin-Nor® and Van Staal® brands are targeted at avid fishermen from freshwater to offshore saltwater.  The Cajun Line® brand competes in fishing line while the William Joseph™ and Badlands® brands provide serious packs and gear for fly fishing and hunting respectively.  Zebco has been in the fishing business since 1949 and was acquired by the W.C. Bradley Co. in 2001.  In 2011, Zebco Brands acquired Zebco Sports Europe (, one of the oldest and most successful producers of fishing tackle in Europe.  This move reunited the two Zebco businesses and brands that were sold separately in 2001 and supports Zebco Brands’ global growth strategy.  Preston Innovations ( was acquired by Zebco Brands in 2014.  Preston Innovations® is the United Kingdom's leading match fishing brand as well as having a growing presence in the coarse, carp and bait segments of the market with its Korum®, Avid Carp® and Sonubaits® brands.
Company Summary
W.C. Bradley Co. (Lamplight, Char-Broil, Zebco)
Number of Employees
500 or more
(262) 790-8616
W140 N9000 Lilly Road
Menomonee Falls, WI