Bushnell is a major in consumer optics. They produce everything from binoculars to rifle scopes to laser range finders. This site concept upgrades their look while still keeping a rugged outdoors aesthetic. Use of large bold fonts helps to emphasize strength and durability, while informational marquees and pods help showcase specific content. With so many verticals, and unique lines within them, a chunky footer helps organize and keep the main area relatively free from clutter.
Potential customers can find all the relevant features and technical specs on the product pages, which sport larger, more friendly images, and a 2 column layout to keep all the details organized. Users can even compare specs of other models to the product they are viewing