Industry’s Public
Companies Flourish

Industry’s Public Companies Flourish

In the span of little more than a week, some of the largest public companies in the firearms industry space — Ruger, Smith & Wesson, Vista Outdoor and Olin Corp. (Winchester Ammunition) — either released impressive quarterly sales data or announced a major change to accelerate a core brand. For lack of a better word, business is … booming.

Ruger Reports Q1 2021 Net Sales, Provides Marlin Update

May 5, Ruger announced Q1 2021 net sales totaled $184.4 million, a 49.2% jump over the corresponding 2020 quarter ($123.6 million). The estimated unit sell-through of Ruger’s products from distributors to retailers increased 9% over the prior year period — a figure that likely would have been even higher if more product was available, according to Ruger President and CEO Chris Killoy.

“This growth is attributable to increased consumer demand for firearms in the first quarter of 2021 and has likely been constrained due to limited available inventory in the distribution channel,” he noted.

In a May 6 earnings conference call, Killoy also provided an update on the integration of the Marlin brand into Ruger’s portfolio. (Ruger completed its acquisition of Marlin Firearms Nov. 2020 for $28.3 million.) Killoy shared Marlin products will return to the consumer market in Q4 2021, focusing on the 336, 1894 and 1895 models first.

“After that, we’ve got other portions of the Marlin product line — things like the Model 60 and semi-auto .22 rifle,” he said. “We’ll continue to rollout and add to the Marlin product line as we go forward.” / ruger.com

Vista Outdoor Reports Record Profits

May 6, Vista Outdoor reported record results for its Q4 2021 sales ($597 million), which ended March 31, 2021. Its shooting sports segment boasted a 37% increase in sales, reaching $403 million. Vista Outdoor CEO Chris Metz shared the integration of the Remington and HEVI-Shot (acquired Feb. 2021) acquisitions “remain ahead of schedule.” In April, Remington Ammunition resumed production at its Lonoke, Ark., facility.

“Looking ahead, 2021 promises to be a year where people continue to recreate and enjoy the outdoors. We enter this year with our highest level of cash flow, our lowest level of debt in years, a powerhouse of outdoor brands, an expanded addressable market, record numbers of passionate advocates for our products and an expanded commitment to preserve and protect our planet as we bring people outside,” said Chris Metz, Vista Outdoor CEO. / vistaoutdoor.com

Smith & Wesson To Divest T/C Arms Brand

May 3, Smith & Wesson Brands Inc. announced it plans to divest its Thompson/Center Arms brand (T/C Arms) as part of a “broader strategic plan to focus on its core Smith & Wesson brands.”

“We remain fully committed to the hunting and long-range shooting market, and with this divestiture we’ll be able to now focus on these categories under our iconic Smith & Wesson brand,” said Mark Smith, Smith & Wesson Brands president and CEO. “Additionally, this will allow us to immediately redirect manufacturing capacity to increase overall production volumes, allowing us to gain additional market share while simultaneously increasing profitability.”

Smith & Wesson Brands expects this divestiture to boost its full-year fiscal 2022 outlook through “higher overall production levels, increased margins and lower marketing costs.”

Citing its flexible manufacturing model, this decision will not reduce Smith & Wesson’s workforce — as it can “repurpose capacity immediately to other areas without a headcount reduction.”

At press time (May 20), a buyer for the T/C Arms brand has not been identified. / smith-wesson.com
/ tcarms.com

Olin Corp. Lauds Winchester Sales Jump

April 27, Olin Corp. reported its Winchester business “continued to deliver record quarterly segment results.” Winchester sales for the first quarter 2021 were $389.2 million compared to $188.0 million over the corresponding 2020 quarter — a 107% increase. Earnings jumped eightfold: from $10.5 million to $85.1 million.

Olin Corp. identified two sources behind these strong figures: higher commercial and military sales (including those from the Lake City U.S. Army Ammunition Plant, which Winchester assumed operational control of Oct. 1, 2020) and elevated pricing in commercial ammunition. / winchester.com

Boyds Gunstocks Observes 40th Anniversary

Boyds Gunstocks has now surpassed 40 years of innovation and growth as a leading aftermarket gunstock manufacturer.

Starting as a one-man operation in 1981, Boyd’s today employs over 100 talented craftsmen and women. The company’s new owners, Dustin Knutson and Rob Carstensen, rose through the ranks as two of those long-time employees.

“Forty years says a lot about how we do business and how satisfied our customers are. They continue to support us year after year. Nobody can offer the huge selection and variety of stocks we offer,” said Knutson.

Boyds offers aftermarket gunstocks for over 155 different gun brands, and over 1,200 models within those brands. This includes over 24 stock shapes in 15 or more colors, along with several grades of solid walnut.

The company continues to introduce new stock shapes in response to what customers keep asking for — quality, comfortable, stable and accurate-shooting stocks for an affordable price.

Boyds’ most recent lines of stocks are focused on adjustability. The At-One series offers customers an adjustable length-of-pull, adjustable comb, modular grips, modular forends and modular buttstock toe. The Spike Camp series is a lower price-point adjustable option.

“With the At-One, you get perfect fit, no matter what shooting situation you find yourself in. The stock adjusts in seconds to fit your body perfectly,” Knutson said.

Personalizing a Boyds gunstock is as easy as going to the website and plugging in the gun’s make, model and action. Doing so brings up myriad customizing options for one-of-a-kind gunstocks.

“Function is first. The stock has to fit the gun perfectly, and it has to fit the human body even more so. Without a good-fitting stock, you will struggle to make consistently accurate shots,” Knutson pointed out.
/ boydsgunstocks.com

Smith & Wesson Recognizes Top Dealers

Smith & Wesson has recognized 32 of its top retailers across the nation as Ambassador Dealers for their outstanding performance in 2020. The company’s Ambassador Dealer program recognizes retailers who serve as strong advocates for the Smith & Wesson family of brands.

“Our Ambassador Dealers have gone above and beyond to support our brands, and we’re thankful for their dedication and overwhelming support this past year. We truly value the time and investment each of our Ambassador Dealers has made to support Smith & Wesson, and we hope to continue to develop these relationships for years to come,” said Sue Cupero, VP of sales for Smith & Wesson.

Smith & Wesson Ambassador Dealers are required to meet specific selection criteria including outstanding sales performance, retailer training, custom marketing strategies and more. The company presented its Ambassador Dealers with an awards package, logoed apparel and a recognition badge on its Dealer Locator.

Smith & Wesson 2020 Ambassador Dealers are:
Able’s Sporting, Huntsville, Texas
Ace Sporting Goods, Washington, Pa.
Adventure Outdoors, Smyrna, Ga.
Ammo Bros., Ontario, Calif.
Buds Gun Shop, Lexington, Ky.
D&L Shooting Supplies, Warwick, R.I.
Dunn’s Sporting Goods, Pevely, Mo.
Fin Feather Fur Outfitters, Ashland, Ohio
Florida Gun Exchange, Ormond Beach, Fla.
Fort Thompson Sporting Goods, Sherwood, Ark.
Four Seasons Firearms, Woburn, Mass.
Fuquay Gun, Fuquay Varina, N.C.
GAT Gun, Dundee, Ill.
Greentop Hunt & Fish, Ashland, Va.
Guns N Gear Sports, Idaho Falls, Idaho
H&H Shooting Sports, Oklahoma City
Kentucky Gun Co., Bardstown, Ky.
Magnum Shooting Center, Colorado Springs, Colo.
Nagel’s Gun Shop, San Antonio
Northwest Armory, Portland, Ore.
Palmetto State Armory, Columbia, S.C.
Shoot Straight, Apopka, Fla.
Shooters of Jacksonville, Jacksonville, Fla.
Skagit Arms, Burlington, Wash.
Smokey Mountain Guns & Ammo, Sevierville, Tenn.
Superior Outfitters, Tyler, Texas
The Modern Sportsman, Burnsville, Minn.
The Sportsman’s Shop, East Earl, Pa.
Tombstone Tactical, Phoenix
Top Gun Shooting Sports, Taylor, Mich.
Vance Outdoors, Obetz, Ohio
Williams Gun Sight, Davison, Mich.
/ smith-wesson.com

Springfield Armory Plans New Facility, HQ

Springfield Armory has broken ground on a new facility in Geneseo, Ill., which will expand its manufacturing capabilities and efficiency, and provide a new headquarters location.

The project represents a significant investment in the community, and Springfield Armory is utilizing all local contractors for the work. The 200,000+ sq. ft. facility will house manufacturing, research and development, distribution operations, administration and much more. Initial phases are expected to open within the year.

“Springfield Armory has long set the standard for manufacturing excellence, providing shooters with the top-quality products they demand. This new facility will build on our strong reputation for quality, and ensure we continue to meet the ever-increasing demand for our products,” said Dennis Reese, CEO of Springfield Armory.

The new facility will help grow the production of Springfield Armory firearms such as the SAINT family, 1911 pistols, the popular M1A, 911 concealed carry pistols and more.

“Springfield Armory has seen unprecedented demand for products such as the Hellcat — the world’s smallest, highest-capacity 9mm, the Model 2020 Waypoint bolt action and many other cutting-edge offerings,” said Stephen McKelvain, president of Springfield Armory. “With this new facility, we will be able to continue to deliver our in-demand products, as well as develop even more new and exciting offerings.”

Reborn as a family business in the 1970s, with its historic roots dating back to 1794, Springfield Armory committed itself to a “Legacy of Discipline,” carrying forward its proud tradition as a firearms manufacturer.
/ springfield-armory.com

New Partnerships

Distribution
Davidson’s has teamed with Dead Air Silencers to add their suppressors to its product lines. Product offerings include the Nomad, Sandman and Wolverine families, as well as Dead Air mounts and accessories.

Lipsey’s has expanded its product catalog to include Franklin Armory and Warne. Franklin Armory adds a broad selection of MSRs and pistols, while Warne will serve as the first dedicated mounting solution company in Lipsey’s portfolio.

Blaser Group announces its Sauer 100 rifles are now available through Kinsey’s Inc. Backed by a 10-year warranty, the Sauer 100 is available in a wide array of calibers and models.

Bangers LP has added Military Products Inc.’s brands to its offerings: Tac Shield and Sport Ridge.

AirForce Airguns and its sister company, R.A.W. Airguns, have chosen U.K.-based distributor Elite Optical Distribution to be the sole importer and distributor for the United Kingdom.

Chattanooga Shooting Supplies has expanded its optics options with the addition of Osprey Global, Riton Optics and U.S. Optics.

Sales Representation
Arcus Hunting announces the expansion of its relationship with H&G Marketing Inc. as its sole agency of record for Arcus’ brands, including Tink’s, Dead Down Wind, Ramcat Broadheads, Trophy Taker and Rack One.

ISOtunes has partnered with Dunkin-Lewis Inc. for representation of its hearing protection products throughout the U.S. and abroad.

PR & Marketing
Blue August announces a new relationship with Mid-Evil Industries, a firearms accessories manufacturer. Blue August will assist Mid-Evil Industries in public and media relations.

RubLine Marketing was selected as Better The Hunt’s agency of record. RubLine will lead strategic brand development and oversee marketing duties for Better The Hunt, which produces cold-weather insulated hunting mitts. RubLine has also been named the marketing agency of record for ISOtunes’ new line of hearing protection: ISOtunes Sport.

Taylor’s & Company named Harris Global Marketing & Communications as its agency of record to handle all of its public relations and media needs.

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