David Bushnell, 91; was a pioneer in sale of binoculars

LAGUNA BEACH, Calif. -- David Bushnell, an entrepreneur who transformed Bushnell Optical Corp. from a small mail-order business into the country's leading binocular brand, died March 24 at his Laguna Beach home of non-Hodgkin's lymphoma, said his wife, Nancy. He was 91.

An avid traveler, Mr. Bushnell bought his first two cases of binoculars in 1947 during an around-the-world honeymoon. He later tried to unload the binoculars, then considered exotic equipment, by taking out print ads targeted at racetrack spectators.

''He visualized everyone in the stands having a pair of binoculars. People wanted to buy them, so he kept the business open, and he eventually started doing research and development," Nancy Bushnell said.

Binoculars became a popular consumer product, rather than a specialty tool for scientists or soldiers..

Mr. Bushnell eventually expanded the business beyond binoculars to rifle scopes and other optical equipment.

His company was bought by Bausch & Lomb in 1972 and by Wind Point Partners in 1999. The company now has about 56 percent of the US binocular market, say company representatives.