Industry On High Alert After ATF’s Proposed Guidance

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At the end of a year that had everything, there was still time for late drama to put the industry on high alert. Dec. 18, ATF published a Proposed Rule Guidance in the Federal Register to classify firearms with stabilizing braces. Titled “Objective Factors for Classifying Weapons with Stabilizing Braces,” the Notice invited public comment from Dec. 18 through Jan. 1, 2021.

The summary of the Notice outlined ATF’s effort to publish “the objective factors it considers when evaluating firearms with an attached stabilizing brace to determine whether they are considered firearms under the National Firearms Act (NFA) and/or the Gun Control Act (GCA).” It also previewed ATF’s and the Department of Justice’s plan “to subsequently implement a separate process for current possessors of stabilizer-equipped firearms to choose to register such firearms in compliance with the NFA, including an expedited application process and the retroactive exemption of such firearms from the collection of NFA taxes.”

The timing of this announcement and the short 14-day window allowing for comments were roundly criticized by industry members — lead by SB Tactical, the originator of the pistol stabilizing brace.

The company was quick to issue a statement that read, in part: “Our hope was ATF would finally take transparent action to provide clear criteria for brace-equipped pistols, that would give manufacturers and consumers a way to see if products met ATF’s shifting expectations. Instead, the document is a thinly veiled blueprint for the largest firearm registration — and ultimately, potential confiscation — scheme in U.S. history.

“The factors identified by the ATF for its possible use in classification include type, caliber, weight and length, how the gun is marketed, length of pull, sights and scopes, peripheral accessories mounted and rear surface area of the brace, among others. While the factors listed are arbitrary and open-ended, the truly onerous part of the proposal is no definitions of the factors are provided.”
Despite being published during a traditionally quiet time of the year, industry members and the public made their voices heard — to the tune of more than 70,000 public comments. Just days after publishing the notice, ATF announced its withdrawal Dec. 23, closing with, “The withdrawal of the guidance does not change any law, regulation, or other legally binding requirement.”

Reacting to this withdrawal, NSSF issued the following statement: “NSSF has long requested the ATF to publish objective criteria by which firearm manufacturers can readily produce firearms equipped with arm braces in compliance with the law. To date, the criteria is subjective and open to interpretation on a case-by-case basis. The guidance proposed by the ATF last week did little, unfortunately, to clear the ambiguity that exists with subjective criteria.”

While the industry can appreciate this quick about-face, it serves as a warning sign of things to come in 2021 — especially with a new administration and an emboldened, Democrat-controlled Congress. Stay vigilant!

Industry Day To Open Registration

Registration for Industry Day At The Range (IDATR) 2022 will open to new exhibitors on March 1, 2021. Held the day before the opening of SHOT Show, Industry Day at the Range brings together invited media members, buyers and manufacturers to preview and test the latest products.

“We’re already looking ahead and have high expectations for the 2022 event. We’re working closely with SHOT Show to activate new enhancements throughout Industry Day to provide media and buyers the ability to write about and sell exhibitor products in a way like never before,” said Kelsey Puryear, IDATR manager. “We’re eager to see our friends from the industry and provide an impactful Industry Day at the Range 2022.”

Industry Day is excited to welcome back the over 1,800 invited media and buyers for the 2022 event, scheduled for Monday, Jan. 17. / shotshowrangeday.com

Unified National Deer Association Announced

The National Deer Association (NDA) announces its formation as a result of the combination of the Quality Deer Management Association and the National Deer Alliance.

Many people from both organizations were instrumental in merger discussions, and a new, combined board of directors aims to propel the National Deer Association forward.

The NDA has finalized its mission, leadership team and strategic vision for promoting wise stewardship of North America’s most iconic and important wild game animal. CEO Nick Pinizzotto and the new NDA leadership team have reshaped the organization to meet the new challenges and be better positioned for future success.

“The merger decision and announcement earlier (in 2020) was a key first step. However, the way the team has come together and made the necessary internal and external adjustments is extraordinary. We made a lot of tough decisions that better position us to achieve our conservation mission,” Pinizzotto said.

The unified National Deer Association’s strategic plan comprises four critical areas: education and outreach; R3 (recruitment, retention and reactivation); policy and advocacy; and a coalition of experts to address deer diseases.

Internally, the strategic plan calls for more consistent engagement with members and volunteer branches to implement the association’s mission. Additionally, an overhaul of the fundraising model and budgeting will more efficiently utilize member dollars. / deerassociation.com

Real Avid Achieves Growth Recapitalization

With the aid of Clearview Capital Fund IV L.P. and its affiliates, Revo Brand Group LLC (doing business as Real Avid) has secured recapitalization for its continued growth.

Real Avid will operate in partnership with Vertikal Brands, a holding company established by Clearview Capital, in partnership with and managed by former members of the Battenfeld Technologies management team, to pursue the acquisition of premium brands in the outdoor industry.

Headquartered in Plymouth, Minn., Real Avid designs, develops and supplies innovative accessories for shooting enthusiasts. With a focus on the DIY segment of the shooting accessories industry, Real Avid has built a reputation for premium, high-quality cleaning and tool accessories built with the end user in mind.

“We could not be more pleased with our new partnership with Clearview Capital and Vertikal Brands. We’ve gotten to know both groups over the past few years, and their business model is the perfect fit for us. They share our passion for building powerful brands and leveraging innovation to create marketplace disruption and ongoing growth. Our brand is on fire, and their expertise and resources will help fuel the flame for years to come,” said Roy Wetterstrom, Real Avid CEO.

“We watched Real Avid grow as a company and a brand over the last several years, and continued to be impressed by the company’s leadership team and reputation for developing premium, high-quality products,” added Matt Blevins, partner of Clearview Capital.

Real Avid’s portfolio of gun tools, cleaning supplies and innovative products span the breadth of firearm types. The brand is recognized throughout the industry for its quality manufacturing, attention to detail and solving problems for DIY firearm enthusiasts, armorers and gunsmiths. / realavid.com

Its second move since 2018, Riton Optics’ new headquarters boasts
10,000 sq. ft. of space and property for additional expansion.

Riton Optics Opens Expanded Facility

Riton Optics opened a new facility in Tucson, Ariz., in October 2020 in response to the company’s latest growth surge. It is Riton’s second expansion since 2018, when the company doubled its original operations space.

U.S. Air Force veteran and former Capitol Police Officer Brady Speth conceived Riton Optics in 2013, with consumer sales starting in 2016. What began with scopes literally being sold by Speth and his wife out of a backpack became a sought-after product line known for value and service.

With over 10,000 sq. ft. of space, and property for continual expansion, Riton’s newest facility features an engaging front lobby area with custom displays, a full studio for media and significant floorspace for operations, quality control and warehousing.

“There’s an indescribable sense of pride and gratitude when reflecting on where we started in the garage of our house to now multiple expansions in a few short years. The expansion allows us to continue our goal of providing consumers with the best value and service in the optics industry,” said Riton’s COO Carrie Speth.

Every Riton optic goes through a rigorous, dual-inspection process in Tucson, and is backed by the Riton Promise Warranty, which includes rapid product replacement on all returns.
/ ritonoptics.com

Blaser Group Acquires Liemke Thermal Optics

Blaser Group announced its acquisition of Bielefeld, Germany-based Liemke Thermal Optics, a company with a reputation for performance, reliability and outstanding customer service.

Liemke optics are known for their high-definition images and fast refresh rates. Introductory offerings include the Merlin, Keiler and Sperber lines.

Merlin thermal imaging devices can be clipped directly onto a hunter’s daytime riflescope, or can be used as a monocular. Keiler products are designed for use as handheld monoculars. Sperber scopes are multifunctional and can be used as monoculars or as thermal riflescopes.

“We are excited to add this premium brand of well-priced, high-performance thermal optics to our product portfolio.
Liemke is at the forefront of technology, delivering the precision and performance of German engineering, making it a top choice for hunting, game detection and nighttime shooting applications,” said Jason Evans, CEO of Blaser Group.

Originally developed for military use, thermal imaging technology is popular today for various low-light hunting applications. Thermal imaging detects infrared energy emitted as heat, showing the temperature differences of everything in view, and allowing the observer to see what would otherwise be invisible.

The Blaser Group, based in San Antonio, Texas, is the official U.S. importer of German firearm brands Blaser, Mauser and J.P. Sauer; English gunmaker John Rigby & Co.; and Minox optics. The company works with over 200 authorized Blaser Group dealers across all North American states.

Today, the Blaser Group’s product portfolio includes bolt-action and combination rifles and over-and-under shotguns designed for game hunters and competitive target shooters.
/ blaser-group.com / liemke.com

Mark Smith, S&W president and CEO, presents one of four engraved M&P M2.0 pistols
to Springfield Police Commissioner Cheryl Clapprood during a ceremony at its headquarters.
The Springfield PD transitioned to the M&P M2.0 from the S&W M&P40.

Smith & Wesson Secures New L.E. Contract

Smith & Wesson Inc. announced the Springfield (Mass.) Police Department has transitioned to the M&P M2.0 for its official duty pistol. Springfield PD’s previous primary duty pistol was S&W’s M&P40 pistol.

Smith & Wesson is providing over 600 pistols to the department as part of the upgrade. The contract also included four engraved pistols for the department’s command staff, which Smith & Wesson presented during a ceremony at its headquarters in Springfield.

“The new M&P M2.0, with its aggressive texturing and tactile trigger reset, provides law enforcement with the ultimate in reliability and dependability. This upgrade to the M&P M2.0 should carry the Springfield Police Department through many years of service. Most importantly, we’re proud our pistols are called on to protect law enforcement in Smith & Wesson’s hometown of Springfield, Mass.,” said Matthew Fehmel, senior director of global professional and international sales for Smith & Wesson.

“We’re very appreciative of the entire team at Smith & Wesson. Their company being based in our city and many of their employees living in Springfield has led to a long-term partnership our officers take pride in,” said Springfield Police Commissioner Cheryl Clapprood.

The M&P M2.0 comes with four interchangeable palmswell inserts and a light, crisp M2.0 trigger with a tactile and audible reset. The pistol features a molded polymer frame designed for comfort and durability, as well as the M&P optimal 18-degree grip angle for a natural point of aim. Chambered in 9mm, .40 S&W and .45 Auto, the M&P M2.0 pistol is available in full-size, compact and subcompact variants. / smith-wesson.com

Safariland, Flying Cross Launch XpertFit Virtual Sizing

Safariland, along with Flying Cross, a leader in public safety uniforms, announced their collaborative launch in December 2020 of phase one of a new virtual-sizing technology called XpertFit. The new technology was created in partnership with 3DLOOK, a global leader in AI-first, contactless body-measuring and fit solutions.

The new technology is a first-to-market exclusive for Safariland and Flying Cross through their participating partnering dealers. The initial phase was made available to a select group of dealers and customers.

XpertFit offers a touchless, self-measure method of sizing from a mobile device app. This new technology revolutionizes the way in which officers are individually sized for body armor and uniform apparel by taking the guesswork out of the process. The XpertFit process takes less than two minutes to complete.

“This new sizing service really sets apart the level of innovation and depth of resources available to our customers as two leading industry brands. XpertFit will provide our dealers and end users value and efficiencies they have not experienced until now. In addition, XpertFit is the perfect solution during this heightened time of social distancing,” said Bob Getto, president/CEO of Fechheimer Brothers Company, the parent company of Flying Cross.

Individuals simply access the technology from a mobile device and choose the option to fit either body armor or uniforms. The app gathers general information and then takes a front and side profile picture. This data is used to calculate measurements based on its uniquely developed algorithm that then determines a recommended size for either Safariland body armor or Flying Cross uniform apparel.

“The proper fit of armor and uniforms is essential to duty and safety personnel, and our collaboration with 3DLOOK has allowed us to revolutionize the process. We’ve worked hard to bring this level of service to our customers. Every detail has been vetted — the algorithms, use in market, process flow and privacy of customer information. Being able to partner with Safariland to incorporate body armor makes this even more powerful,” Getto added.

“This is a major step in digital transformation for the whole global uniform manufacturing industry,” said Vadim Rogovskiy, co-founder and CEO of 3DLOOK.

XpertFit will change the procurement process, saving time and increasing consumer confidence, Getto said. The new technology is slated for a full launch in the second quarter of 2021. / safariland.com
/ flyingcross.com

Speer Ammunition Selected By Nordic Police Agencies

Speer Ammunition announced the award of the joint Nordic Police 9mm duty handgun ammunition contract for its 124-grain Gold Dot.

This contract is in addition to the one Speer’s sister company Federal holds with the Nordic agencies for duty rifle ammunition (.223 Tactical Bonded and .308 Tactical Bonded Tip precision rounds). The addition of the duty handgun contract will supply these agencies for up to four years.

The selected duty rounds utilize Speer Gold Dot technology. The bullet features a pressure-formed lead core bonded to a uniform jacket a single atom at a time. This process virtually eliminates separation on impact, allowing for more retained weight and consistent penetration depths.

The Gold Dot hollowpoint design expands consistently through a full range of barriers. Sealed primers and nickel-plated brass deliver reliable ignition and cycling.

“The testing specifications and procedures for these contracts were some of the most thorough in the world. The use of Gold Dot technology in this contract ammunition ensures the highest performance threshold and absolute confidence in performance, and we’re proud to produce ammunition that meets and exceeds our customer’s strict requirements,” said David Leis, VP of law enforcement, government and international sales for Speer. / speer.com

Cimarron Firearms Upgrades Website

Cimarron Firearms, recognized for its quality, authentic Old West replica firearms, has revamped its website to provide a faster and better customer experience.

“We’ve been working on upgrading our internet presence throughout the year, especially since we have found a sharp increase in online shopping. Our new site makes it easier for people to search for products, especially those shopping with us for the first time or for the newbie Cowboy-Action shooter. We’ve organized the products by type and purpose so a person interested in competition revolvers can easily find what they are looking for,” said Cimarron’s VP of Retail Operations Bryce Wayt.

The website now features easy drop-downs for finding products by type, category and purpose, as well as a robust dealer locator, videos and more.

“We will continue to add to our new website to provide our customers with more information on our products and, of course, our Old West way of life,” Wayt added. / cimarron-firearms.com

NSSF debuted two new PSAs to remind gun owners to do their part and
prevent theft when leaving firearms in vehicles temporarily.

NSSF Launches Vehicle Safe-Storage PSAs

The NSSF announced two new video public service announcements (PSA) to encourage gun owners to securely store their firearms to prevent theft when temporarily leaving them in vehicles.

Thefts of firearms from vehicles have risen in many parts of the country. The NSSF’s PSAs remind gun owners vehicle door locks, as well as the trunk or glove compartment, are vulnerable to forced entry. A dedicated safe or lock box offers better protection of firearms and presents a more difficult, time-consuming challenge for thieves, NSSF says.

“No one wants their gun stolen from their vehicle, and to live with the thought it could be used in a crime. If you must temporarily leave your firearm in a vehicle, we encourage you to use a secure storage device to keep it hidden from prying eyes and inaccessible to thieves,” said Joe Bartozzi, NSSF president and CEO. “The new PSAs show the many storage devices available for use in vehicles, including custom models designed to fit into consoles and other places in your car.”

Firearm owners can watch and download both the full-length and the 30-second PSA at NSSF’s website. Messaging in the new videos complements NSSF’s Firearm Safety in Vehicles brochure, which covers a complete list of vehicle storage tips. The NSSF urges firearm owners not to be away from their vehicles for an extended length of time, and to take firearms inside to their secure home storage areas when they arrive home. / nssf.org/safety
/ projectchildsafe.org

Rubber DummieS 2.0 Body

Rubber Dummies Gains GSA Certification

Rubber Dummies, manufacturer of unique 3D targets that provide shooters with multiple training options, has received General Services Administration (GSA) certification, making it simpler for government purchasers to buy the company’s reusable targets.

Rubber Dummies targets provide a one-of-a-kind training opportunity for law enforcement and military personnel. Shaped like the human torso, Rubber Dummies allow shooters to train from different angles, and can be used in scenario-specific training situations.

They offer a significant safety advantage over steel targets. Composed of a self-healing compound capable of taking thousands of rounds while clearly showing shot placement, Rubber Dummies also can be used for training with edged weapons, as well as other less-lethal weapons.

“The real-world application of our life-sized targets is you can shoot in 3D. You can easily customize multiple, realistic training scenarios,” said Mike Lessnick, founder of Rubber Dummies. “We’ve heard from numerous training facilities how much they appreciate the options Rubber Dummies provide.”

The GSA certification provides government purchasers with expedited ordering and substantial discounts.
/ rubberdummies.com

GSM Outdoors Acquires Cold Steel

GSM Outdoors, multi-brand manufacturer of specialized hunting and shooting gear, announced its acquisition of well-known knife maker Cold Steel.

Cold Steel, founded in 1980, produces innovative knives, cutlery and tools for consumer everyday and self-defense carry, as well as for military, law enforcement and emergency services personnel.

Among Cold Steel’s knife innovations are checked Kraton handles, San Mai III steel and the advanced Tri-Ad locking mechanism for folding knives.

“Cold Steel is an iconic, best-in-class brand Lynn Thompson has built over the past 40 years by pushing the needle on innovation and new testing standards. His users are some of the most loyal followers I’ve ever seen, and a testament to what he has built. The team and I are highly enthusiastic about bringing this legendary brand into the GSM Family and broadening our current line of cutlery offerings,” said Eddie Castro, GSM Outdoors CEO.

The GSM brand portfolio includes Stealth Cam, Walker’s, Muddy, Birchwood Casey, TekMat, Boss Buck and American Hunterfeeders, New Archery Products, Western Rivers, Big Game treestands, Hawk treestands and blinds, HME hunting accessories, SME shooting accessories, Crossfire Holsters, Cyclops, Viking Solutions, Hunters Specialties, Skull Hooker and G.P.S. Range Bags.
/ gsmoutdoors.com / coldsteel.com

AmChar Upgrades Website, Adds Growth-Driven Changes

Upstate New York-based AmChar Wholesale, in response to its growth over the second half of 2020, launched an updated dealer website and opened a second distribution point in McDonough, Ga.

AmChar partnered with e-commerce and point-of-sale solutions leader coreWARE to update its website.

The new website offers user-friendly features and upgrades. Dealers can now apply multiple filters to find the exact product they are looking for. They can search by manufacturer from A–Z, choosing from a wide variety of categories and narrowing results by seeing only in-stock items.

After logging in, a dealer can save payment information for future orders, along with their Wishlist and in-progress shopping cart.

Dealers with an existing business relationship with AmChar can use their current login credentials to place an order. New dealers may submit their information through the company’s website.

The website now includes significantly more product photos and information, including a large database of firearm industry photos and specifications that will continue to increase. Product listings now include UPCs. More website advancements are in the works.

“At AmChar we are always looking for ways to grow and improve. We believe the new dealer website will result in a better buying experience for everyone involved, and we look forward to continuing to serve our customers with these improvements,” said Tony DiChario, president and CEO of AmChar Wholesale.

Additionally, AmChar added several new brand and product offerings including, Havalon Knives, Cross Armory, Hothands, Byrna Technologies, Exothermic Technologies, JTS/Xisico, NightStick, Timney Triggers, Baschieri & Pellagri ammunition and USA Patriots hand sanitizer. / amchar.com

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