The Firearms Industry Focuses on Life-style

By Mark Seavy

In the face of declining gross sales, the firearms trade is specializing in way of life to draw youthful customers.

Licensed attire, bourbon, footwear, and coolers competed for consideration with commonplace concern firearms on the National Shooting Sports Federation’s latest Shooting, Hunting and Outdoor Tradeshow (SHOT) in Las Vegas, for instance.

And whereas firearms had been nonetheless entrance and heart on the tradeshow final week in Las Vegas, it was clear that producers and retailers are creating a life-style “experience” in shops.

A SHOT University presentation highlighted the Coach model’s addition of cafés to their shops and membership-based golf equipment the place taking pictures ranges are mixed with bars and eating places. Offerings like The Range at Austin, Lock and Load Miami, The Range 702 in Las Vegas, and the Scottsdale Gun Club are a cross between a complicated nation membership and a retail expertise. For smaller firearms retailers, it’s about lowering retailer stock to make room for a lounge or a espresso bar, trade executives stated.

“The industry has focused on efficiencies in creating more product faster at a lower cost and that made sense years ago,” stated Michael Goerlich, President of Threshold Strategic Consulting. “Now, the industry is faced with a decline in business with fewer people and it requires thinking less about how to serve the mass market and about more intelligently moving into more niche, lucrative markets. The industry no longer has ever more customers coming in.”

Indeed, U.S. customers purchased 15.3 million guns in 2024, down from a report of 21.8 million in 2020, in line with The Trace gun gross sales tracker, which estimates gross sales based mostly on nationwide background examine knowledge.

The variety of weapons being produced additionally declined to 14.9 million models in 2024 (down 36% in comparison with 2020). The pandemic prompted a surge in lengthy gun and handgun gross sales, however 2024 witnessed a decline in gross sales to a stage much like 2013.

To attraction to youthful customers, New Jersey-based Speed Shop Tactical has had “Guns and Grind” espresso occasions and has a Reddit channel in addition to an Instagram account for promotional functions, stated retailer proprietor Thomas McCoy. Other sellers have provided date night time and potluck dinner promotions.

The secret’s for outlets to deal with particular fashions and to supply coaching alternatives as a part of retail, trade executives stated. Lock and Load in Miami, for instance, makes a speciality of machine weapons.

“In-person experiences are the future for Millennials and Gen Z,” Goerlich stated. “You need content to shape their interest. Too many stores are bargain bins with too much inventory and that must be taken out for extra room. Every dollar spent on inventory is a dollar not spent on demand creation for events or other promotions that build connections with your customers.”

Realtree, whose camouflage designs are unfold throughout extra then 800 licensees, featured a Harley Davidson Pan American 1250 bike and Yamaha’s Wolverine RMAX off-road automobile with its designs. Neither was on the market and each had been prototypes, stated John Clay O’Neal, Business Development Manager at Realtree. The earliest a camouflage-equipped Wolverine could possibly be accessible could be 2027, in line with O’Neal. The bike was strictly a show piece, though Realtree does present licensed designs for the bike firm’s attire.

Ammunition producer Olin Corp. licenses the Winchester model to FN Herstal’s Browning North America for rifles but it surely additionally has an settlement with Michigan-based Ugly Dog Distillery for Winchester-branded Kentucky bourbon, stated David Salmon, CEO at Ugly Dog. Ugly Dog began on-line gross sales of the Winchester bourbon on January 20 and had an preliminary 12% conversion price for purchases in opposition to a extra typical 2-3%, Salmon stated. The Winchester bourbon is out there in 92- and 102-proof variations.

There is a robust correlation between whiskey drinkers and the greater than 14 million hunters in the ushunters, one thing that hasn’t gone unnoticed by the firearms and alcohol industries. Kentucky-based Log Still Distillery launched an 86-proof Remington Reserve bourbon late final yr beneath a licensing settlement with ammunition provider The Kinetic Group, which bought the model in 2020.

“It’s a lifestyle and there are a lot of opportunities for licensing,” stated Troy Frouche, Brand Licensing Manager at Olin Corp (Winchester). “We specialize in making ammunition but there is apparel, hats, and gun accessories. We don’t make those and there you have the importance of licensing.”

Licensing is turning into more and more vital because the trade focuses on brand-building to attach with customers on a deeper stage.

Colt’s Manufacturing, which was bought by Colt CZ Group SE in 2021, has constructed out a spread of branded revolvers, for instance. It began in 2018 with the relaunch of a revolver line that had been dormant because the Blue Python mannequin was discontinued in 1997.

Sturm, Ruger & Co., which acquired Marlin Firearms in 2020, is reintroducing one in every of Marlin’s sub-brands, Greenfield, for bolt-action rifles to focus on entry level-models, a Sturm Ruger spokesperson stated.

And 5.11 Tactical, which concentrate on firearms-related attire, launched its first collaboration with its Beyond division since shopping for the corporate in 2012. It additionally added new colours to its Founder’s Jacket sport coat line that options MOLLE heavy obligation nylon straps, a drop pocket, and zippered inside chest pockets designed for safety, secret service, and different professions.

“We see marketing spending shifting all over the place because there are more places to spend it,” stated Dan Kahn, CEO of the advertising and marketing agency Tread Agency. “Retailers and manufacturers have control of their brand and what does that do? It makes customers feel like they connect and align with you. The idea is to pick a lane and stick with it. The companies must give customers more reasons to like them because then they will continue to buy.”