AOBC To Spin-Off Into
Two Independent Companies


Nov. 13, American Outdoor Brands Corporation (AOBC) announced a plan to spin-off its outdoor products and accessories business from its firearm business. The proposed transaction, expected to be complete in the second half of 2020, would create two independent publicly traded companies: Smith & Wesson Brands Inc. (encompassing the firearm business) and American Outdoor Brands Inc. (encompassing the outdoor products and accessories business). AOBC officials estimate the domestic market for each category totals $4.2 and $30-plus billion, respectively.

“As a provider of quality products for shooting, hunting and rugged outdoor enthusiasts in the global consumer and professional markets, we report our results in two very distinct business segments: Firearms and Outdoor Products & Accessories,” said James Debney, AOBC president and CEO. “Separating into two independent, public companies will benefit all of our customers by allowing each business an enhanced focus on its unique customers, products and opportunities. The result will be two industry-leading companies, each one entirely focused on delivering enhanced innovation and quality products.”

Headquartered in Springfield, Mass., Smith & Wesson Brands Inc. will continue its near 170-year history in the firearms business and market the Smith & Wesson, M&P, Performance Center, Thompson/Center Arms and Gemtech brands. Smith & Wesson Brands Inc. is expected to generate revenue between $450 million and $500 million in its first 12 months as an independent company.

Based in Boone County, Mo., American Outdoor Brands Inc. is expected to generate revenue between $200 and $210 million in its first 12 months as an independent company. It owns over a dozen brands, including Caldwell, Crimson Trace, Wheeler, Tipton, Frankford Arsenal, BOG and others.

In addition to the spin-off, AOBC announced significant personnel changes at the top of both new companies. After leading the firearms business for the past 10 years, Debney will be transitioning to president of the outdoor products and accessories segment.

“There should be no significant change for retailers and distributors. Most won’t notice anything different — the same sales force, customer service and brand marketing they’ve always had.”

— James Debney, AOBC President and CEO

“Since we established this business five years ago, I have been enthusiastic about its potential for both organic and inorganic growth. We’ve successfully acquired and integrated several respected consumer brands and grown the outdoor products and accessories business so it has become a meaningful percentage of AOBC’s overall revenue,” he said. “The spin-off will allow me to dedicate 100% of my energy to growing outdoor products and accessories and help it achieve its appropriate valuation. I look forward to continue building on our strong brand portfolio, innovating new products, and expanding our addressable markets.”

Following Debney’s transition, Mark Smith will serve as CEO of Smith & Wesson Brands Inc. Smith’s current role is president of AOBC’s Manufacturing Services Division.

“[Smith] has demonstrated his knowledge and ability to successfully navigate a fluctuating business environment, while remaining focused on the importance of new product launches in driving market share and growth,” Debney said.
Jeffrey Buchanan, AOBC EVP and CFO, will retire once the spin-off is complete. Upon Buchanan’s retirement, Deana McPherson will assume the role of CFO of Smith & Wesson Brands Inc., and H. Andrew Fulmer will serve in the same capacity for American Outdoor Brands Inc.

“There should be no significant change for retailers and distributors,” Debney shared. “In fact, we anticipate most won’t notice anything different — the same sales force, customer service and brand marketing support they’ve always had.”


2nd Amendment 1791 Acquires SNAGMAG

2nd Amendment 1791, manufacturer of 1791 Gunleather and 1791 Tactical holsters and accessories, announced its acquisition of SNAGMAG, a patented, pocket-concealable magazine holster.

Invented by a plain-clothes law enforcement officer in search of a better option for carrying a spare magazine, SNAGMAG resembles a pocketknife, and facilitates quick and easy pocket access.

The lightweight SNAGMAG is designed to be worn in the carrier’s front, support-side pocket, and is available in over 50 variations, accommodating the most popular magazines.

“After reviewing and using the SNAGMAG, it didn’t take long for us to realize it was the perfect addition to our 1791 Tactical line of products. With its ease of use and great concealability, it slots right into our line of high-quality Kydex tactical products,” said Ramiro Romani, 2nd Amendment 1791 CEO.

All 1791 Gunleather and 1791 Tactical leather holsters are individually handcrafted and carry a lifetime warranty.

Trijicon Debuts Redesigned Website

Trijicon Inc., global provider of aiming solutions for the hunting, shooting, military and law enforcement markets, has redesigned its website to better serve the needs of the entire shooting community.

Improved navigation, more detailed product specification information and interactive tools help users determine specific product options based on their individual requirements.

The newer features customized user portals for easy access to marketing, sales and customer service tools. An updated dealer locator allows users to find a Trijicon retailer with ease.

“Interaction and functionality were our key focus points when designing the new Trijicon website. We wanted to develop a single, service-oriented destination for our dealers while providing a true community atmosphere for everyone,” said Chuck Wahr, Trijicon Global VP, sales and marketing.

The updated site also focuses on education and overall brand experience for the consumer. Optimized search functions, along with product selection and comparison tools, make it easy to find the perfect aiming solution regardless of firearm platform or end use. Team Trijicon community pages and integrated social feeds allow consumers and dealers to stay current with tips, tactics and all things Trijicon.

Adams Arms Relocates, Rebrands

Under new ownership since May 2019, Adams Arms has made many changes. The company has introduced new products, moved to a new facility and also developed a new logo.

In November 2019 Adams Arms relocated its operations from its previously leased facility in Odessa, Texas, to a new building in Brooksville, Fla., purchased earlier in the year.

“We took a comprehensive look at our products and operations, and chose a new location that better fit our long-term needs,” said Jason East, company president. “This move will better serve the needs of Adams Arms and will, in turn, allow Adams to better serve its customer base. We continue to be committed to building products that run cleaner, cooler and more reliably using our piston system.”

Adams Arms’ updated branding builds on the heritage of the company’s name, with an eye to future innovations.
Adams utilizes its patented piston system in complete rifles, uppers and retro-fit kits. The company offers modern sporting rifles and uppers in a range of calibers for hunting, competition and self-defense. Additional product offerings include GLOCK slide assemblies and 9mm pistol-caliber carbines.


Air Venturi, Steambow Announce Partnership

Air Venturi, manufacturer and importer of airguns and airsoft guns, has announced a partnership with Steambow GmbH, manufacturer of innovative crossbows.

“We introduced bolt-shooting, air-powered hunting rifles under the Seneca line as our first step into archery. Now, as we partner with Steambow and their innovative line of crossbows, we’re excited to continue our expansion to provide retailers and hunters something new and exciting,” said Scott Stevens, Air Venturi’s national sales manager.

“Steambow found the perfect partner in Air Venturi. Air Venturi’s unparalleled expertise of precharged, pneumatic airguns and ‘everything air’ makes them ideal to bring Steambow’s innovative products to the U.S.,” said Gerald Missbach, CEO of Steambow GmbH.

The first new product of the joint venture is the ONYX, featuring collapsible limbs for easier transport and an arrow speed of up to 330 feet per second. The biggest innovation in the ONYX, howver, is the one-push cocking (OPC) system, powered by a refillable high-pressure air tank.

A simple touch of a button can cock and decock the unit, erasing the safety concerns associated with traditional crossbows, which hunters need to carry fully cocked and ready to fire. With the ONYX, one can automatically cock the crossbow when it is needed, even immediately before shooting.,

Newington PD Captain Michael Sullivan expressed pride in his department transitioning to the SIG P320:
“The fact it’s made right here in the community we are sworn to serve and protect makes it especially meaningful.”

SIG SAUER Announces Local P320 Contract

The Newington (N.H.) Police Department has selected SIG SAUER’s P320 9mm pistol for official duty use. The Newington PD serves and protects Newington and the Pease International Tradeport, home to SIG SAUER’s worldwide headquarters.

“When it comes to quality, performance and safety, the SIG SAUER P320 really delivers. Our officers appreciate the modularity and having the ability to fit the pistol to their grip,” said Capt. Michael Sullivan of the Newington PD.

The P320 is a modular, striker-fired pistol available in full-size, carry, compact and subcompact sizing. The serialized trigger group makes the P320 adaptable to multiple caliber, size and grip options. The P320 is available in 9mm, .357 SIG, .40 S&W, and .45 ACP, with a choice of contrast or SIGLITE Night Sights.

“We carry the SIG SAUER P320 with great pride because it’s the premier pistol for law enforcement, and the fact it’s made right here in the community we are sworn to serve and protect makes it especially meaningful,” Sullivan added.

“On behalf of everyone at SIG SAUER, I want to thank the men and women of the Newington Police Department for their service and commitment to the safety of our community,” said Tom Jankiewicz, executive VP, law enforcement sales for SIG SAUER Inc. “We are honored to have the opportunity to strengthen our partnership with the department as they transition to the SIG SAUER P320.”

Beretta APX

Beretta Lowers APX Pistol Pricing

Beretta recently implemented a new, lower-price strategy for its APX series of striker-fired, polymer pistols — savings that are passed on to consumers.

In a marketplace crowded with limited-time promotions, Beretta has elected to put in place an across-the-board, permanent price reduction to deliver better value on all its APX pistol models.

“The new price on our APX pistols is about delivering unmatched value to our customers without the worry they may need to wait for the next promotion to get a great deal,” said Chuck Azotea, director of product marketing for Beretta USA. “This new lower price does not mean lower quality. Our APX pistols will continue to be built to the exacting standards of military and law enforcement departments worldwide, making it an easy purchase choice for any consumer.”

The Beretta APX pistol is offered in full-size, centurion (mid-size), compact and carry models and in both 9mm and .40 calibers. Target and RDO models are also available.

All Beretta APX pistols feature replaceable grip frame housings and removable, serialized chassis, which make the pistol easy to disassemble and maintain. Aggressive, full-length slide serrations provide improved slide manipulation, making it easier to shoot even under adverse conditions. The pistol series also features ergonomic grips with enhanced texturing for a secure grip in all shooting situations.

Celerant Technology Partners With Credova Financial

Celerant Technology has announced a partnership with Credova Financial, an innovative provider of consumer lending solutions.

Celerant’s integration with Credova provides dealers the ability to offer customers multiple financing and leasing options and manageable payment plans, all on a single, easy-to-use platform. Dealers can offer installment payment plans for up to 36 months, 0% APR and closed-end lease agreements. Through a dashboard, dealers can track applications and purchases, allowing them to get more insight into their customers.

“At Celerant, our goal is to help dealers increase sales through technology. By integrating with Credova, our retail clients can make it more affordable for their customers to make more and larger purchases, ultimately improving the shopping experience and increasing sales,” said Ian Goldman, CEO of Celerant Technology.

“We are very excited to extend an integrated buy-now, pay-later consumer financing option to Celerant retailers for their sporting goods customers,” said Kamron Davis, VP of revenue at Credova. “We look forward to being able to help Celerant retailers increase their sales with multiple financing options integrated through Credova directly into the checkout process.”

PrOlix Branding Gets New Look

PrOlix/ProChem Co has announced its transition to new branding and packaging that began last summer in conjunction with the company’s 33rd anniversary.

PrOlix pioneered a biodegradable “all in one” gun care solvent in 1995 before bio-tech and green products became trendy. Today, the company’s recyclable (strain and reuse) products are made of 89% or greater renewable resources. The (USDA) has listed PrOlix as a “BioPreferred Product” since 2012.

PrOlix Cleaner/Lubricant (Dry Tech) is a citrus-based, penetrating solvent/dry lube that goes on wet to clean before it bonds with debris and turns dry. It removes carbon, copper, lead, shotgun plastic residues and black powder without damaging wood, freezing or flashing off.

Complementing the Dry Tech line is a gun-oil and grease replacer, PrOlix Xtra-T LUBE.

In response to many customer requests, PrOlix also announced PrOlix TGCP in the popular 16 oz. PRO size with adjustable nozzle and trigger-sprayer cap is now available in an easier-to-handle bottle.

“The PrOlix success story, for the most part, is listening to our customers — dealers distributors, reps and shooters — who we call team members. A couple of years ago, we asked them all for suggestions, and that information was turned over to a marketing team. The results were a new look and a new, easier-to-handle spray bottle for our most popular size, the PRO 16 oz. with trigger/sprayer,” said Phil Levy, founder/owner of PrOlix.

Ed Brown Products Tweaks Magazine Exchange Program

Ed Brown Products Inc., provider of custom 1911s for the past 50 years, has announced its year-old Magazine Exchange Program will now upgrade old 1911 magazines of any make to Ed Brown Performance stainless magazines of the customer’s choice for $10 each. Those desiring black nitride-coated magazines may trade in their old, any-make magazines for $15 each.

Customers may exchange up to 20 magazines at a time. The exchange form needed to accompany the old magazines is available to print at

“After more than 50 years in the business, Ed Brown Products is more confident today than ever in the quality of our products, and we’re driven to ensure the Ed Brown ‘experience’ is second to none. Since we started this program just over a year ago, thousands have taken advantage of the mag exchange, and have discovered why they are the best performance magazines on the market,” said John May, sales and marketing director at Ed Brown Products.

Ed Brown Performance magazine tubes and followers are backed by a lifetime warranty.

GPO USA Introduces Retail Sales Rewards Program

German Precision Optics (GPO) USA has introduced its My GPO Points Program. The new rewards program allows retail salespeople to earn and redeem points on GPO products.

Participants must first register by emailing GPO at, and provide name, address and phone number. Whenever sales clerks sell a GPO product, they may take a picture of the receipt with their smartphone and send it to the GPO program email address with the model name and serial number in the subject line. Every GPO sale earns a reward of 10% of the product’s published sales price. Every 10 points or dollars is worth $1 toward the purchase of GPO products.

The program also awards points for social media interaction with GPO Facebook pages. Liking and following the GPO Binoculars/Hunting page and the GPO Riflescope and Shooting page on Facebook will add 10 additional points to the sales clerk’s account. Every post shared from either page will also gain five points. To add social media interaction points, simply take a screenshot of the like/follow or shared post and email it to the program’s email address.

“Traditionally, points programs have been complicated for clerks to collect points, and usually consist of photocopying a receipt, filling out a form and physically mailing it in,” said Mike Jensen, GPO USA president. “Submissions are often lost or unvalidated, and clerks end up shorted. I have written and run various points programs at different companies over the years, and I have always wanted to create one that was very easy for clerks to collect and redeem points. This one does just that, and it adds social media into the mix for added points.”

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