SHOT Business | April/May 2011

NSSF

VOLUME 19, NUMBER 3 APRIL/MAY 2011

, G IN

S HU & IG T N OOTING, HUU R O D T NTING & OUTDOOR TRADE

SHOT SHOW

The 33rd edition of the SHOT Show gave manufacturers and retailers both reason to

PLUS

feel bullish this year Pg. 35 FIRING LINE: Smith & Wesson’s new Bodyguards

are small and light, and ideal for self-defense Pg. 28

GOOD STUFF: Got cold feet? Stay warm and toasty with Columbia’s new heated boots Pg. 54

0411_cover_03.indd 1

3/14/11 12:40:24 PM

s h ot b u s i n es s

❚

a p r i l / m ay 2 0 1 1

❚

contents

vo l . 1 9, i s s u e 3

Departments 28

2

editor’s note why

5

news briefs

shot show is a mustattend event

weatherby has a yearround game plan; brunton is back

24

atf Q&a if a person is

26

fyi how to make the dealer/distributor relationship work for you

28

firing line the new s&w bodyguards are compact, but they pack a nice punch

30

undercover shopper is duluth

unable to complete a Form 4473, can someone help him do it?

35

Features

cover photo: mitch kezar/windigoimages.com

35

shot show 2011 although it might not be remembered for a

plethora of new products, the 33rd annual shot show created its own buzz, as dealers and manufacturers alike voiced enthusiasm for the coming selling season

nSSF update 19

submitted to the nssF by July 1, 2011

from the nssf nssF

officials and voting members to attend 2011 congressional Fly-in

20 20

nssf 50th anniversary web page a special page

serves as a centralized 50th-anniversary resource

shot business award nominations suggestions

for nominations should be

21 21 22 23

new msr report access

it on members-only site

register for shooting sports summit

ready to embrace the women’s market?

54

good stuff columbia sportswear turns up the heat with a new boot

56 64

what’s selling where new products levy’s

rifle slings; leupold & stevens illuminated riflescopes; and more

64

nssf delivers value you should know

Firearms inventory control is essential april/may 2011 ❚ SHot BuSineSS ❚ 1

0411_toc.indd 1

3/16/11 2:09:15 PM

editor’s note nssf

The case for attending SHOT Show

W

elcome to our SHOT Show special edition. We’ve devoted 14 pages of this issue to coverage of the SHOT Show, all of it taken from the pages of SHOT Daily. It’s designed to be a snapshot of the show, a sampler to give you a taste of what it was like this year.

For many retailers, the SHOT Show is a gun show. It is, but it’s also more. Much more. So much so that you really can’t afford not to attend.

Let me cite just one example.

Thunderbolt Customs, which manufactures Little Sure Shot gun rests, first took a booth at the 2005 SHOT Show. Like many first-time exhibitors that year, they were placed in the tents in the parking lot of the Las Vegas Convention Center. Though concerned about being placed so far off the beaten path, company president Curtis Lackey said that, nonetheless, he was excited “to be at the premier show in the industry.” And he learned a very important lesson that year: He could compete with the big boys.

In “The Big Advantage” (page 52), he told SHOT Daily, “I learned more from the SHOT Shows and from fellow exhibitors than from any other business influence. We learned from veteran exhibitors how best to approach retail buyers, and what the buyers were really seeking. And above all, we got to look into the faces of some smart retailers and see how our single-SKU product line stacked up against the competition.”

The experience gave him the confidence to expand his line. “Who knows where I would be today without the knowledge gained at those earlier SHOT Shows. There is nothing else in the world that compares to this experience.”

I couldn’t have said it better myself.

By the way, SHOT Daily set a record for this show; the editors pro-

duced a total of 320 pages filled with new-product information, marketing tips and company profiles. I happen to believe it was the best SHOT Daily in the 33-year history of the show. Some other folks also think highly of SHOT Daily.

The annual Folio: Eddie and Ozzie Awards, the largest competition for magazines in the country, recognize the best in editorial and design excellence. SHOT Daily joined this exclusive club when it recently took home the Silver “Eddie” for Editorial Excellence (Full Issue) in the Business to Business Sports/Outdoor category.

(SHOT Business took home the Gold Eddie in 2005.)

This award is the result of the continuing commitment to the shooting sports industry by the NSSF and the editors of SHOT Business. We’ve worked hard to make SHOT Daily and SHOT Business best-in-class products, and it’s nice to see our peers in the magazine industry recognize just how good they are.

slaton l. White, Editor

Margaret M. nussey, Managing editor david e. Petzal, shooting editor John Burgman, Assistant editor Maribel Martin, senior Administrative Assistant James a. Walsh, Art Director shayna Marchese, Associate Art Director andrea C. Uva, Assistant Art Director Paul l. Catalano, Production Manager ContriBUting editors

larry Ahlman, scott bestul, Philp bourjaily, Chris Christian, Christopher Cogley, David Draper, Jock elliott, Doug Howlett, William F. Kendy, Mark Kayser, Peter b.

Mathiesen, brian McCombie, Tom Mohrhauser, Robert sadowski, Robert F. staeger, Marilyn stone

eriC ZinCZenko, Vice President, group Publisher adVertising: 212-779-5316

John graney, Associate Publisher gregory d. gatto, national endemic and online sales Director Paula iwanski, northeast Brian Peterson, West stephen Mitchell, southeast elizabeth a. Burnham, Associate Publisher, Marketing & online services ingrid reslmaier, Marketing Design Director

BUsiness oPerations

tara Bisciello, business Manager

ConsUMer Marketing

robert M. Cohn, Consumer Marketing Director raymond Ward, senior Planning Manager shelley shames, Fulfillment Manager

ManUfaCtUring

laurel kurnides, Group Production Director Barbara taffuri, Production Director

Bonnier

Chairman, Jonas bonnier Chief executive officer, Terry snow Chief financial officer, Randall Koubek sVP, Corporate sales & Marketing, Mark Wildman Vice President, Consumer Marketing, bruce Miller Vice President, Production, lisa earlywine Vice President, e-Media, bill Allman Vice President, digital sales & Marketing, John Haskin Vice President, enterprise systems, shawn larson Vice President, human resources, Cathy Hertz Vice President, Corporate Communications, Dean Turcol Vice President, Media development, Michael starobin Brand director, John Miller Publishing Consultant, Martin s. Walker Corporate Counsel, Jeremy Thompson

SHOT Business (iSSN 1081-8618) is published January, February/march, april/ may, June/July, august/September, October/November and December by Bonnier Corporation, 2 park avenue, New york, Ny 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock ridge Office Center, 11 mile Hill road, Newtown, CT 06470 (203-426-1320). Volume 19, issue 3. Copyright © 2011 by the National Shooting Sports Foundation. all rights reserved. Editorial, circulation, production and advertising offices are located at 2 park avenue, New york, Ny 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year.

Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 mile Hill road, Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photographs. all correspondence should be accompanied by a stamped, selfaddressed envelope. requests for media kits and advertising information should be directed to Katy marinaro, Bonnier Corporation, 625 N. michigan ave., Ste. 1270, Chicago, il 60611. periodicals postage paid at New york, Ny, and at additional mailing offices. rEpriNTS: Wrights reprints, 877-652-5295. pOSTmaSTEr: please send address changes to SHOT Business, p.O. Box 422494, palm Coast, Fl 32142-2494. printed in the USa. To subscribe, renew a subscription, change your address or other queries, please call our toll-free customer number: 866-615-4345.

For editorial inquiries, write to Slaton l. White, SHOT Business, 2 park ave., New york, Ny 10016

Alex Robinson

Were You There?

shooting, hunting & outdoor trade

slaton l. White, editor

2 ❚ Shot BuSineSS ❚ april/may 2011

0411_EdNote.indd 2

3/14/11 9:01:07 AM

one polymer supplier could show you over 5,000 ways to turn your concepts into cash?

It can — when you work with PolyOne. We help manufacturers turn great ideas into real products.

With over 5,000 polymer and elastomer options, we make it easy for you to hit the mark by balancing weight, durability, fit and aesthetics, with a solution that meets the uncompromising needs of your customers, AND your bottom line. For answers to the biggest questions facing your business, visit www.polyone.com/options.

Make it possible.

Š2010 PolyOne Corporation

BN_027837_SHB0311.indd 1

1/18/11 11:06 AM

AR E Y O U Y D D A A ?

Y RE R E

Your customers are currently searching g for the rugged hold o d off eld® rings and bases. . Redfi R s

e

Be B Redfield Ready! dy!

t n

Contact Co9 8 a Dealer Services at: (866) 223-9388.

3 3.

www.REDFIELD-MOUNTS.com

BN_030375_SHB0511.indd 1

3/15/11 3:05 PM

edited by john burgman

Bits & Pieces

Realtree Launches Mobile Barcode Program realtree recently announced it will use mobile barcode scanning technology, supplied by neomedia technologies, to bring an element of interactivity to tradeshow collateral and drive traffic to its new range of mobile applications for the hunting community. the realtree mobile barcodes on print ads, publications, packaging, billboards, retail displays, broadcast media or any other medium, once scanned, will link to the realtree application in the appropriate mobile app store. this data, when scanned by barcode reader software on a mobile phone, will enable the user to connect directly to mobile web content as if a urL had been typed into the internet browser on a mobile device.

Mountain Khakis Gives Back in a Big Way mountain Khakis recently donated 15 cartons of clothing to clothes4souls, a division of the charity soles4soles. the cartons included a total of 257 pairs of mountain Khakis pants and shorts. employees at the mountain Khakis warehouse spent hours preparing the cartons for shipping. “the effort was well worth the reward of helping a great organization,” said erin Fagan, marketing coordinator for mountain Khakis. “we plan to continue supporting clothes4souls and its mission of providing clothing to people who really need it.” clothes4soles gives clothing free of charge to needy people in the united states and around the world.

news briefs news

❚

promotions

❚

awards

❚

outreach

Dan Weatherby holds the new PA-459 Digital, a shotgun expressly designed for varmint hunters. Features include a 19-inch barrel with a removable ported Cylinder choke tube.

The Year-Round Game Plan

Weatherby tackles the calendar The challenge for a sporting-arms company is this: You’re a six-month company in a year-round cycle. How well you do for the entire year rests on how well you do from June through December.

Smart companies find a way to leap-frog barriers. Weatherby believes it has found a way to stay in the game 12 months a year— develop products that sell year-round.

That was the rationale behind the company’s decision to enter the personal protection (“Threat Response”) market last year with the PA-459 TR. The pump boasted a new look for a Weatherby shotgun, with a pistol grip buttstock.

Upon its release, customer feedback indicated that the PA-459, with a few tweaks, could appeal to varmint and turkey hunters as well. So, for 2011, Weatherby is going after varmint hunters who need a close-range shotgun. The PA-459 Digital TR features a digital camo pattern on the stock and forend, and has a 19-inch barrel with a ported Cylinder choke tube.

“Walk into a retail gun shop—it’s 40 feet of black,” says marketing coordinator

Dan Weatherby. “How do we make a product stand out? By creating something that makes the retail shelf look better.”

But, as Weatherby points out, whatever you do has to make sense at the retail level.

“One reason the PA-459 wears camo only on the stock and forend is cost. It allows for a more aggressive retail position.”

The shotgun is priced to move. That’s also why the manufacturer opted not to use a pattern from Realtree or Mossy Oak. Also new in the Threat Response line for 2011 is the PA-08 TR, an entry-level 12-gauge pump that will sell for $368, and a five-lugged Picatinny rail, called the TR Accessory Rail, designed to mount a flashlight or laser sight to a TR shotgun that will sell for $20. “It’s all about adding value for our customers,” says Brad Ruddell, vice president of sales and marketing.

The paper used for this magazine comes from certified forests that are managed in a sustainable way to meet the social, economic and environmental needs of present and future generations.

april/may 2011 ❚ SHot BuSineSS ❚ 5

0411_Newsbriefs.indd 5

3/18/11 2:43:04 PM

news briefs

IMPROVE FIREARM PERFORMAN

E

FOR SHOTGUNS,RIFLES AND HANDGUNS

Honing tools for finishing and polishing chambers, cylinders and shotgun barrels. The result is reduced jamming, sticking and brass scarring. Clean oxidation and corrosion quickly and efficiently. Ensures a long lasting finish.

TRUSTED BY HOBBYIST,GUNSMITHS AND MANUFA TURERS WORLDWIDE

www.brushresearch.com Download a Free Copy of the Flex-Hone for Firearms Brochure at

www.brushresearch.com/brm/firearms

323-261-2193

0411_Newsbriefs.indd 6

Mossberg Launches Triple Crown Dealer The carrot and the stick is a classic incentive program. So is “Do it or else!”

Mossberg, however, believes its new Triple Crown Dealer program is a far better way to boost sales, as the program is designed not only to motivate and reward sales personnel, but also to raise consumer awareness and knowledge of Mossberg products as well. As befitting the name, the program, which launched last fall, has three parts.

Tom Taylor of Mossberg believes that the The first component is company’s three-part Triple Crown Dealer Program the Stocking Dealer will help drive retail sales and profits.

Purchase Program. It offers the dealer free firearms with multi-gun package purchases awareness at the sales counter and probuilt to increase sales and profitability. This vide support for your new selection of program is limited to a one-time purchase Mossberg firearms. The dealer who pur(per store location, per program year), with chases any multi-gun package in the no limit on the number of packages purStocking Dealer Purchase Program will chased at that time. A dealer can choose receive Authorized Triple Crown Dealer from 10-, 20- and 30-gun packages. As an premium items, including banners, a added incentive, with any package purneon clock, window decals and rubber chase, a dealer will receive the bonus point- counter mats, key chains, pens and hats. of-sale materials that come with being a This program will run until September Triple Crown Dealer. This program will 30, 2011. run until September 30, 2011.

In addition to all the incentives in the The second component is a Dealer Triple Crown Program, Mossberg is Sales Associate Incentive Program and offering a VIP Discount Purchase Xtreme Training Experience, both of Program (a 40 percent discount off the which are intended to reward dealer SRP for up to two Mossberg or Mossberg sales associates for selling more guns.

International firearms per year) to show There is no limit to the total number of appreciation to the many people who prizes an individual can win. Grand help make Mossberg products a success.

Prize winners will enjoy a two-day This is a great incentive for all staff Xtreme Training Experience at the members; it encourages participants to world-famous U.S. Training Center (forbecome more acquainted with the entire merly Blackwater) in Moyock, North Mossberg line and promotes use of the Carolina. Other prizes associated with products in the field. this program (upon qualification) “Mossberg has made a significant cominclude free guns, including Mossberg’s mitment to better serving the dealer by New Blackwater Series shotguns, as well creating programs and promotions that as other Mossberg shotguns and rifles, pull product through the store,” says Tom and Mossberg Performance Jackets. This Taylor, vice president of sales and marketprogram will run until May 31, 2011. ing. “Our new Triple Crown Program The third component is the Point-ofgives the dealer an assortment of Sale Support Package. The purpose of Mossberg products, along with values that this program is to increase visibility and help drive sales and profits.”

3/17/11 9:55:38 AM

Brunton Is Back! available, as well as being presented with the first-run of any advertised closeouts and excess inventory specials.

Grassroots initiatives will be established through point-of-sale incentives as part of Brunton Hunting’s Employee Award Program. Key sales staff will be offered a selection of Brunton Hunting apparel, product credits and logoed items to reinforce the branding promotion. The partners’ sales staff can also be rewarded with their own pair of exclusive Brunton Hunting optics, with a discounted purchase of any Icon or Epoch series optic with the Employee Loyalty Program.

Brunton’s Local Pro-Staff Program will provide the partner with two pairs of Icon binoculars free of charge to support their local “Pro-Staff ” personalities.

Brunton Hunting will provide an online Full Line Partner locator, an exclusive resource at bruntonhunting.com, which will give customers the ability to find a Full Line Partner nearest their location.

Brunton is getting back into the hunting market in a big way, with new products such as the Icon and Epoch series binocular lines.

AR-15 M16

cata

& AR-TYPE .308 g num lo

20

6

10 - 2011

W

hen you get only one shot, equipment failure isn’t an option. Our AR-15/M16 Catalog has the parts, gear, and accessories to help you connect with your target. You’ll find more than 3,000 items inside to customize your AR for the kind of shooting you do.

ber

Brunton is saddling back up and re-establishing itself as one of the leading companies in premium hunting gear in the outdoors industry, by instigating a number of new programs and initiatives, including the Full Line Partner Program.

Full Line Partners will be provided with an opportunity to order exclusive products that are unavailable through any other sales programs. These products will include the new Icon series binoculars, spotting scopes and riflescopes, and the Epoch series binoculars.

“Through unconditional commitment of quality in our product lines and solid business practices with our partners, Brunton Hunting maintains itself as the pinnacle brand within these respective categories,” states CEO John Smithbaker. “Offering partners and consumers the best products available, anywhere in the world, from a company that is dedicated to our partners’ success will enable us to make this journey together possible. That is our mission.”

Brunton Hunting, a division of Brunton, guarantees superior profit margins, which in many cases are unmatched among other competitive brands in their respective categories, according to the company. The Full Line Partner automatically qualifies for a 5 percent incentive, which equates to a 45-point margin toward the published MSRP for all categories. Net 60-day payment terms is the standard of the Full Line Partner program and presents a one-time optics and optics accessory load order opportunity, extending to 180 days for fall optics orders placed

by May 1, 2011.

Customer service will always be a focal point at Brunton Hunting, which to the Full Line Partners will mean a dedicated phone number to the customer service department, a dedicated Partner Network Sales Manager and numerous other priority privileges designed to ensure partners’ success.

Aside from priority allocation of new items or backordered inventory, Brunton Hunting will also exchange items performing under par with stronger-selling products within that category, and will assist in identifying best sellers in a given market.

Full Line Partners will benefit from exclusive access to premium product sales opportunities that Brunton Hunting has

800-741-0015 • brownells.com CJG Source Code: CTQ

0411_Newsbriefs.indd 7

3/16/11 10:42:50 AM

news briefs

on the Move new and noteworthy hirings and promotions in the industry

Matt Mazac

matt mazac recently joined the outtech team. mazac, an active ducks unlimited member, will be working as part of outtech’s outdoor division, covering the territory of southern texas.

0411_Newsbriefs.indd 8

Glen Weeks

winchester ammunition recently appointed Glen weeks to the position of director of law enforcement and industrial sales organization. weeks has worked for winchester since 1997.

tom Marking

outtech announced that tom marking joined the company’s sales team. he will work in the hunting division, and cover the territory of wisconsin and the upper peninsula of michigan.

Brent Feathers

Brent Feathers will be responsible for new international sales initiatives at outtech. Feathers previously worked as the national sales manager for avery outdoors and the sales manager at moultrie products.

todd Adams

todd adams was recently named as the new ceo at athletic and outdoor goods marketing company sports, inc. adams replaces dave salvi, who will stay on as an advisor to the ceo.

3/16/11 10:42:57 AM

Taurus 2011 Defender of Freedom Award

The 2011 recipient, NRA Benefactor member Jim Land, was presented with the award at the 2011 SHOT Show in Las Vegas At the ring of the first bell at the SHOT Show, Bob Morrison, president and CEO of Taurus International, announced that Jim Land is the 2011 Taurus Defender of Freedom Award recipient.

“Marine Jim Land, distinguished rifle and pistol marksman, has spent his entire life upholding the constitutional rights we have to be free, to bear arms and to call ourselves Americans,” said Morrison.

“In the service, and in his private life, he has served as a model for strong leadership, a sense of duty and a protector of our freedoms. Sharing his exceptional skills as a shooter, he has trained so many of our armed forces to shoot straight, both at the range and in life. His bravery and his resolve have helped to defend our constitution and to preserve our way of life.”

Land is secretary of the National Rifle Association. An NRA Benefactor member, he has served the association in many capacities, including five years as director of the Membership Division. Land also managed the NRA’s grassroots activities as director of Field Services, and served as an NRA field representative.

An avid shooter and competitor, Land has won distinguished badges in both rifle and pistol marksmanship, and has set seven national shooting records in competition.

Bob Morrison (left), CEO and president of Taurus International, presents the Taurus Defender of Freedom Award to Jim Land.

0411_Newsbriefs.indd 9

3/16/11 10:43:02 AM

news briefs

Winchester Presents Awards at SHOT Show The ceremony has become an annual tradition Winchester Ammunition presented the 2010 Distributor of the Year Award to Big Rock Sports during the 2011 SHOT Show. Every year, Winchester Ammunition recognizes a distributor who sets a high standard of service to dealers and displays its loyalty and support to Winchester Ammunition. For several years, Big Rock Sports, headquartered in Newport, North Carolina, has exemplified these high standards.

However, this past year the ammunition manufacturer believed Big Rock had gone above and beyond all others to make it the ideal recipient and representative of the 2010 Winchester Distributor of the Year Award.

“The relationship between Winchester and Big Rock Sports is essential to our success,” said Brett Flaugher, vice president of sales and marketing for Winchester Ammunition. “They bring tremendous value and service to the independent dealer base, along with unique marketing concepts.”

Big Rock Sports is one of the largest wholesalers in the country for hunting, fishing, camping and outdoor lifestyle merchandise, and every January holds two of the largest distributor shows in the country. “We are truly honored to be recognized as the Distributor of the Year

by Winchester Ammunition,” said Ed Small, CEO of Big Rock Sports.

“Winchester has a proud tradition of providing dependable ammunition for its customers, whether it’s for hunting, personal defense or target practice. We are proud to work with them to ensure that the future of the shooting-sports industry will thrive for many generations to come.”

Winchester Ammunition also presented the 2010 Dealer of the Year Award to Fin

0411_Newsbriefs.indd 10

Top photo, Dealer of the Year presentation. Left to right: Denny Prebel, Mike Goschinski, Patty Wheeler, Tom O’Keefe and Brett Flaugher. Bottom photo, Distributor of the Year presentation. Left to right: Gary Zurn, Eric Hickey, Rick Papendick, Andy Melville, Tom O’Keefe, Dennis Spindler and Brett Flaugher.

Feather Fur Outfitters, located in Ashland, Ohio, during the 2011 SHOT Show. Every year, Winchester Ammunition recognizes a dealer who sets a high standard in sales and promotions. Fin Feather Fur Outfitters met Winchester’s high standards of excellence by providing a high level of goods and services, all of which enhance its customers’ appreciation, enjoyment and knowledge of the outdoors.

“We are flattered to receive this award for the second time in our 25 years of business,” said Mike Goschinski, founder of Fin Feather Fur Outfitters. “We thank Winchester and all of our dedicated customers for our success over the years, and we are proud to represent the Winchester brand.”

3/16/11 2:21:39 PM

Moon Shine Going Strong Moon Shine, a premium designer of Moon Shine Attitude Attire, recently introduced its newest line of apparel— Muddy Designs. This line of clothing, which incorporates the unique attitude and styling found only in Moon Shine Attitude Attire, is designed exclusively for women.

The new line utilizes the company’s unique “Muddy Girl” camouflage pattern, and offers an assortment of tank tops, short-sleeved shirts, long-sleeved shirts, hoodies and hats.

“Women are a growing force in the outdoors and we wanted to create a casual wear line just for them,” said Travis Mattern, president of Moon Shine.

“These patterns and garments express a new attitude in casual wear for the female outdoor enthusiast.”

Each line of Moon Shine Attitude Attire uses comfort and quality as its foundation, and then weaves attitude into the apparel that conveys the traditional values of true American sportsmen and -women, according to the company.

The Muddy Girl line will join the other four lines that Moon Shine Attitude Attire offers, which includes SWAT Wired Wear, Heartland Wired Wear, Legendary Essentials and the Bone Collection.

Moon Shine offers unique camo patterns that appeal to hard-core outdoorswomen and fashionconscious consumers.

Muddy Girl Designs provides the perfect fit for the active female outdoor lifestyle in a multitude of casual environments.

Moon Shine clothing, which can be found at shineattire.com, is designed to appeal to multiple generations of

women, and also women working in a variety of outdoor activities—from hunting to farming to hiking. According to the company’s website,“Moon Shine Attitude Attire honors the essence of the American Legacy.”

shown with options

MID-LENGTH A4

MID-LENGTH A2

shown with options

STANDARD A2

LE

Home

Hunt

Target

BUILD YOURS NOW AT www.rockriverarms.com

0411_Newsbriefs.indd 11

3/16/11 10:43:20 AM

news briefs

SHOT Business Honors Leaders in the Industry SHOT Business Awards recognize leadership and commitment to the shooting sports

Steve Urvan (holding plaque), of GunBroker.com, accepts the award for Company/Organization of the Year, which was presented to him at the Bonnier Outdoor Group breakfast by SHOT Business editor Slaton White (on Urvan’s left). The staff of GunBroker.com joined Urvan in accepting the award.

SHOT Business magazine took center stage at the Bonnier Outdoor Group breakfast at the SHOT Show to honor six industry leaders. The honorees were Retailer of the Year, Richard Sprague, Sprague’s Sports; Distributor of the Year, Lipsey’s; Manufacturer’s Representative of the Year, Mike Gladson, Ruger; Range of the Year, Ed Santos, Center Target Sports; Company/Organization of the Year, Steve Urvan, GunBroker.com; and Person of the Year, David Baron.

The purpose of the SHOT Business Award Program is to acknowledge industry leaders who preserve and promote America’s hunting and shooting heritage.

The awards have become a mainstay at the SHOT Show.

“The winners represent the top of every field,” said Slaton White, editor of SHOT Business. “Every year, the SHOT Business Awards acknowledge leadership in the shooting-sports industry and the communities in which our representatives reside. In addition to—and perhaps more important than—being good in their respective fields, each of these winners

0411_Newsbriefs.indd 12

gives back to our industry and to their communities. They are also involved politically, in one way or another, in the all-important fight to bequeath the heritage of our sports to another generation of Americans.”

“It is a tremendous honor to be named Company of the Year by SHOT Business magazine in recognition of the service we provide to the gun industry. We would like to thank our customers for helping to make us the number-one website for converting trade-ins, excess or surplus stock, consignments and other inventory into cash for the benefit of the retailer,” said Steve Urvan, president of GunBroker.com “I’m humbled and honored by the recognition,” said Richard Sprague, owner of Sprague Sports. “This is my 32nd straight SHOT Show. As usual, this is a team award—a lot of people have contributed to our success. I’m fortunate to be part of an industry that continues to support what we do, and continues to evolve. I’m also thankful to the NSSF, particularly for being such a great, supportive trade organization.”

3/16/11 10:43:25 AM

Zeiss DiaScope Spotting Scope Shipped Early in 2011 The long-awaited 15–56x/20–75x eyepiece for the award-winning Zeiss Victory DiaScope T* FL Spotting Scopes has finally arrived. First announced at the 2010 SHOT Show in Las Vegas, this eyepiece offers one of the widest ranges of power on the market today and, combined with the newly designed DiaScope, provides a visual experience unlike any other, said the Germany-based optics company.

The eyepiece functions as a 15–56x on the 65mm DiaScope models and 20–75x on the 85mm DiaScopes. Both models come in straight or angled bodies and feature a Dual Speed Focus System (DSF) that combines both the fast and fine focus in a single control. This one focus wheel allows the user to control both the ultraprecise and rapid focusing without changing one’s grip.

The focus is ultra-precise when the focusing wheel is turned back and forth slowly around the point of best focus.

The rapid focusing, which is five times faster, is automatically activated when the focus wheel is turned more than 270 degrees. To see a video of how this focus system works, dealers and customers are encouraged to visit zeiss.com/sports.

One noteworthy additional enhancement to the DiaScope is a new, rubberarmored exterior for improved feel and protection of the durable magnesium/ aluminum housing.

The DiaScope’s FL lens system was engineered to produce detailed, sharp, true-color image quality—even in challenging lighting and weather situations—and also features an advanced stray light reduction system, which aids in eliminating

contrast-reducing stray light.

Carl Zeiss’ redesign of the DiaScope has been hailed as somewhat of a home run with enthusiasts, and has also won several awards since its initial introduction. Rewards and honors include the 2010 Outdoor Life Editor’s Choice Award, 2010 Petersen’s Hunting Editor’s Choice Award, 2010 Field & Stream Best of the Best Award and 2010 international Red Dot Design Award.

Eyepieces for the new DiaScopes are also available in the Vario 15–45x/20–60x and Vario 30x/40x models. All DiaScopes are waterproof and nitrogen-filled. They also come with Carl Zeiss’ awardwinning LotuTec water repellant coating and feature a new bayonet locking system that securely locks the eyepieces onto the body of the scope yet still allows for quick and easy changing.

Accessories for The the DiaScopes DiaScope, include a multinew to functional carrystore shelves, ing case, which has already won features an AirCell awards. carrying strap with quick-release fasteners for ready use at a moments notice in the field or at the shooting range.

Carl Zeiss also offers a new aluminum tripod set for the DiaScopes with a stateof-the-art photo/video head for quick and easy observation and photography. The tripod’s rugged leg set ensures stability in the field and is easy to adjust for all of your observation needs.

Pricing for the DiaScopes ranges, depending on the make and model. A DiaScope 65mm (straight or angled) will be suggested for $2,649, while a DiaScope of 85mm (straight or angled) will have an SRP of $3,149.99. The aluminum tripod set has an SRP of $529.

Go to: www.ShotBusiness.com for free info.

0411_Newsbriefs.indd 13

3/16/11 10:43:28 AM

news briefs

ATK Names Kittery Trading Post 2010 Dealer of the Year ATK has named Kittery Trading Post its 2010 Dealer of the Year. The multi-faceted hunting and outdoor gear store used unique marketing techniques and took advantage of co-op programs to post impressive sales in 2010.

Kittery Trading Post, located in Kittery, Maine, has been outfitting people for the great outdoors since 1938. The store employs more than 400 people and has over 100,000 square feet of retail footage, plus a warehouse for e-commerce that is about the same size.

Kittery Trading Post caters to the entire family. It has several departments that offer everything from skiing equipment to shotgun shells.

Kittery Trading Post carries and sells just about the entire lineup of ATK brands, and in 2010, it did a good job of moving a variety of products. “Kittery

gave exceptional support in our accessory brands, especially with Weaver optics and RCBS Reloading,” said Bart Biedinger, ATK’s dealer services manager. “Their creative marketing and smart use of co-op dollars makes them the most deserved dealer of this prestigious award. They understand how to grow brands and increase turns.”

Kittery Trading Post’s success continues because of its knowledgeable staff, great location, competitive pricing and impressive selection. “We do what we call team-building exercises,” said Fox Keim, vice president of Kittery Trading Post. “We also try out new products and familiarize ourselves with the latest and greatest.”

ATK prides itself on supporting independent retailers who remain vital to its

Representatives for Kittery Trading Post accept the award from ATK for being named the Dealer of the Year.

business. It offers dealers a variety of support and a variety of levels. “We’re glad we’ve found a great partner like ATK who offers aggressive programs that allow us to make a profit and sell product. We are very happy to receive this award,” said Keim.

Lyman

“America’s Choice for Reloading Value”

®

Clean Brass Is Our Business

Innovative Solutions From The Industry Leader in Case Preparation.

When preparing fired cartridge cases for precision reloading, Lyman has more innovative tools than anyone. More knowledgeable shooters rely on Lyman to make the process fast, easy and precise. Whether for cleaning, polishing, trimming, chamfering, deburring or any other operation, Lyman has the tool or machine to do the best job. After all, Lyman has been making reloading handbooks and equipment far longer than anyone. We are your proven source for all the most advanced case prep tools and equipment.

Case Prep Xpress™ 5 case prep operations set up and ready to go at the flip of a switch, plus an inside neck dry lube station. Vertical design and powerful motor for fast, precise case prep.

2500 Pro Magnum Auto-Flo Turbo® Tumbler High speed, large capacity case polishing with the convenience of automatic media and case separation. Handles up to 1000 .38 Special cases.

Call 800-22-LYMAN or www.lymanproducts.com

0411_Newsbriefs.indd 14

Turbo®Sonic Case Cleaner Clean cases in 10 minutes, inside and out. The larger heated tank, improved design and advanced chemistry provide unmatched performance.

Lyman® 475 Smith St., Middletown, CT 06457 Dept 0000

3/16/11 10:43:40 AM

Your Future Is Our Business It’s Also Our Mission and Passion

National Shooting Sports Foundation® Join the National Shooting Sports Foundation. Help us attract, excite and inform new hunters and shooters – and turn them into your customers.

All of us are a part of the lucky few who make a living pursuing our passion. We are the National Shooting Sports Foundation, the trade association of the firearms, ammunition and shooting industry. By becoming a NSSF member, you enable us to attract, excite and inform new hunters and shooters in every state about the sport we love . . . new enthusiasts mean more business for everyone. Whether it is in the field, on the range, in Washington, D.C. or 50 state capitals, we stand proudly as your voice. Help us make your voice louder and stronger where it counts.

For 50 years, our mission has always been to promote, protect and preserve our hunting and shooting sports. Now more than ever, it’s time to shoot for more and become a NSSF member. To join, contact Bettyjane Swann at (203) 426-1320 or bswann@nssf.org.

© iStockphoto.com/Sami Photography

The future of your business depends on it.

http://nssf.it/sb

BN_030577_SHB0511.indd 1

3/15/11 5:13 PM

news briefs

W.R. Case & Sons Launches Redesigned Website W.R. Case & Sons Cutlery Company recently launched its new and improved website, wrcase.com. The 600-plus-page site was completely rebuilt over a sixmonth period by Case’s own Web marketing coordinator, Michael Granger, and the company’s supporting marketing staff. The result offers an easily navigable resource and information center for Case fans and customers to enjoy from wherever they can connect.

Tom Arrowsmith, Case president and chief executive officer, says, “Case has always felt it had the most beautiful website in the industry. At the same time, we recognized the former site’s layout sometimes compromised our ability to deliver all the information our consumers might be looking for at a given time. This redesign addresses these issues without sacrificing the ‘aura’ behind the brand—the images and stories of our knives that we all share.”

New features of the site include an easy-to-follow content guide at the bottom of the home page, which offers users one-click access to particular topics of interest. Specific knives can be found by

typing related keywords into a search box displayed on many of the pages throughout the site.

The hundreds of Case knives now being offered by Case Authorized Dealers are grouped on the website according to type of manufacture: standard products, promotional products, licensed products, and commemoratives and collectables.

Users can also browse knives by the type of blade steel. Additionally, every knife on the Case site can now be viewed in larger sizes and at a higher resolution than was formerly offered. A new “Special Programs” section explains Case’s special merchandising programs in detail. The programs include XX Vault, Rare Finds, XX Limited Edition, Pocket Worn, XX Select, Case and Tony Bose collaborations, and Case’s corporate gift programs.

Finally, Case collectors and connoisseurs will find production checklists for specially featured patterns.

Consumers will find several self-service and support options available online, including an interactive “Frequently Asked

W.R. Case & Sons’ new website is bigger, bolder and easier to navigate.

Questions” section and a timeline-based slide show that chronicles the various tang stamps used on Case knives throughout the company’s 122 year-old history.

Fred Feightner, Case’s consumer marketing and communications manager, credits Michael Granger with implementing the redesign’s look and feel, saying, “Mike’s work in the redesign of W.R. Case’s website not only gives our web visitors a richer experience, but sets a new standard for our industry and lays the foundation for future integration of newer applications and technologies.”

Benelli Awards Covey Agency of the Year ioned, street-level dealer sales, Benelli USA was pleased to name service and promotion,” said Greg Covey Sales & Marketing the Rader, president, Covey Sales & Agency of the Year for 2010 at Marketing. “We’re honored to be their annual sales awards banrecognized for growing our busiquet held during the SHOT Show. ness against the trend of 2010.”

Covey Sales & Marketing is a “We believe our success in the group of independent manufacMidwest this year proves that a turer’s representatives dedicated strong sales effort with quality to providing sales and marketing products and profitable sales services for premium brands in program are the key to success in the shooting, hunting, law our industry,” added Ken enforcement and outdoors indusJohnson, vice president of sales try. The organization provides a Covey Sales & Marketing accepts the for Covey Sales & Marketing. full range of services to manufacBenelli award in Las Vegas.

“Benelli USA is proud to honor turer clients for marketing to conCovey Sales & Marketing for their excellent efforts in a sumers, sporting goods retailers, wholesalers and transitional and challenging year for the firearms induslarge format retailers in the Midwestern United States. try,” said Joe Troiani, Benelli USA vp of sales. “This sales “Though it was a daunting year in the industry, our rep group has done an incredible job across the board.” team fought to take market share through old-fash16 ❚ Shot BuSineSS ❚ april/may 2011

0411_Newsbriefs.indd 16

3/17/11 12:30:18 PM

Calibrated to A worthy warranty.

In the unlikely event of a warranty issue, we take care of your customers.

All Premier riflescopes are backed by a lifetime warranty that guarantees against defects in workmanship.

We reserve the right to repair or replace any product returned for warranty service.

tohlpyurv.BffngW eaim roductshafilngieypfl eranhdigpfl ustom

Our scopes tend to sell themselves at retail, assuming the right kind of customer is engaged. And few things intrigue high-end consumers like a good story, which we have: In 1946, Bob Thomas--- a Navy-trained military optics craftsman and grandfather of our current president--- began repairing binoculars and telescopes for GIs home from WWII. Soon he was handcrafting custom reticles out of spider web. And then glass fibers. And finally metal. This sought-after reticle expertise set the stage for Premier to engineer today’s offerings; riflescopes of the highest order.

PREVAIL.

We aim to help you prevail at retail. By offering premium u optical products that fit alongside your highest price point riflescopes.

Giving your p c customers another outstanding option for their shortlist. Our Heritage™ c 3-15x50mm Tactical was recently adopted as the official sniper scope of the United States Marine Corps. The tactical line includes the Premier Heritage 3-15x50mm, the 5-25x56mm, and the all-new V8 1.1-8x24mm.

Also new for 2011, the Premier Heritage 3-15x50mm Hunter. This scope is built on the exact same platform as our 3-15x50mm Tactical, with the exact same optical performance. Which means your upscale hunting customers can add an unprecedented level of optical prowess to their collections. In a world given to compromise, Premier goes the other way. Your way.

Premier Heritage 3-15x50 mm Tactical

dealers@premieroptic.com 386.748.2484

New. Premier Heritage 3-15x50mm Hunter

©2011 Premier Reticles All Rights Reserved.

BN_027740_SHB0311.indd 1

1/18/11 2:36 PM

835® Ulti-Mag® – 12 Gauge

TURKEY THUG

ac. ield-Provnfm

F Field-Proven Performance.

, c w m o iv lu th s rk b y a d n e b M s rfm e -p u g in th o 5 3 8 d n

When day breaks and that elusive tom answers your call, W n 0 5 , ™ S T A 3 5 nothing out-performs Mossberg® 500®, 535 ATS™, ® ® a and 835 Ulti-Mag pump action shotguns.

g a lti-M U

. g h s n tio c a p m u

The Only Pump Action Adjustable Trigger Select models feature the revolutionary Lightning Pump Action Trigger System — the first and only user-adjustable pump action shotgun trigger (adjusts down to under 3 lbs).

NEW Turkey THUG Series The exclusive guns of Mossy Oak’s Turkey THUGS TV show.

Includes models with top mounted rail, TRUGLO® dot sight, and Break-Up® Infinity™ full dip camo.

Hardcore Versatility Developed for use with 12 gauge 2¾" – 3½" factory loaded shotshells.

Over Fifty Turkey Models Available Choose from a wide variety of Turkey models across our 500, 535 and 835 product lines.

ALWAYS KEEP THE MUZZLE POINTED IN A SAFE DIRECTION

BN_030504_SHB0511.indd 1

Made in the USA

c rg e b s o .m w

w www.mossberg.com

3/14/11 6:15 PM

B Y L A W R E N C E G . K E A N E , N S S F S R . V. P. & G E N E R A L C O U N S E L

U P D AT E

FROM THE NSSF

The 2011 Congressional Fly-In NSSF officials and voting members meet with decision makers

E

arly in April, the National Shooting Sports Foundation (NSSF), the trade association for the firearms, ammunition, hunting and shooting sports industry, will be hosting its fourth annual Congressional FlyIn for senior industry executives.

These executives will meet with key congressional leaders on legislative and regulatory issues important to the industry, including the defense of modern sporting rifles and magazines, both of which have been under increased scrutiny and targeted with renewed vigor by antigun politicians following the tragic shooting in Tucson earlier this year.

The 2011 Fly-In follows one of the industry’s most successful legislative years in history—success largely attributable to the work undertaken during our previous year’s Fly-In. Consider the three issues raised by Fly-In attendees in 2010 and the legislative actions that ensued:

and conservation advocates everywhere.

We talked about the need to preserve and defend traditional ammunition.

These conversations proved to be extraordinarily important because soon after our meetings, the Environmental Protection Agency (EPA) considered a petition from the Center for Biological Diversity (CBD) to ban the use and distribution of traditional ammunition under the Toxic Substance Control Act of 1976. Because of our earlier meetings with members of Congress, the NSSF was able to mobilize congressional opposition to the proposed ban, ultimately leading to the EPA’s rejection of the petition.

However, the fight to protect the rights of all sportsmen to choose their own ammunition continues. The CBD joined with several other anti-hunting groups to file a lawsuit against the EPA after their petition was rejected.

Fortunately, the United States District Court for the District of Columbia has

At this year’s Fly-In, in addition to discussing traditional ammunition, we will be talking about export-control reform.

We emphasized the importance of passing the Excise Tax Improvement Act, legislation that corrects a longstanding inequity in the Internal Revenue Code by permitting firearms and ammunition manufacturers to pay the federal excise tax payment on a quarterly basis, just as other industries that support conservation through a federal excise tax do. This legislation passed both houses and was signed into law by the President a mere three months after our Fly-In. The signing of HR 5552 into law was a major victory for America’s firearms industry, sportsmen

granted the NSSF’s motion to intervene in the suit. In granting the NSSF’s motion to intervene, the court acknowledged that the EPA could not adequately represent the business interests of industry members. The court also rejected the CBD’s efforts, in opposing the NSSF motion, to inappropriately limit NSSF participation in the case.

We educated Congress about the flawed concept of firearms microstamping and the need for a formal federal study to set the record straight. The NSSF has long held that a comprehensive

study of microstamping would add to the scientific body of evidence now available demonstrating that microstamping is an easily defeated, fundamentally flawed concept that holds the potential for pricing firearms out of the reach of the average American.

The gun-control movement, led by New York City Mayor Michael Bloomberg and the Brady Campaign, has long opposed studying microstamping because they fear that such a study would only reconfirm the results of earlier independent testing, which conclusively established the concept to be flawed and unreliable.

Just a month after our Fly-In, a federal study bill was introduced. This study bill coincided with the defeat of a microstamping bill (6005A) in New York that was backed by Mayor Bloomberg.

Fast-forwarding to this year, in addition to discussing traditional ammunition and modern sporting rifles, we will be talking about export-control reforms.

For more than 200 years, America’s firearms and ammunition industry has made products that have been part of our country’s tradition of freedom, self-reliance and enjoyment of the outdoors. Making our industry’s voice heard in the halls of Congress will help ensure that this great tradition continues and that our industry members can continue to grow their businesses and create good-paying jobs in their communities.

Lawrence G. Keane

Senior Vice President and General Counsel, NSSF APRIL/MAY 2011 ❚ SHOT BUSINESS ❚ 19

0411_NSSFletter.indd 19

3/10/11 9:17:33 AM

U P D AT E

FROM THE NSSF

NSSF’s 50th Anniversary Gets Special Placement on Website

T

he occasion of the National Shooting Sports Foundation’s 50-year anniversary in 2011 provides an outstanding chance to call attention to the foundation’s accomplishments not only to NSSF members, but also to the millions of visitors to the NSSF website.

A special Web page, nssf.org/50, serves as a centralized 50th-anniversary resource.

Among its offerings are a digital version of the publication, The National Shooting Sports Foundation: A History 1961 to 2011; a video walk through the NSSF’s history, first shown at the State of the Industry Dinner at the 2011 SHOT Show; the Annual Review 2010, a look back at the most recent year in the NSSF’s history; “One Voice for America’s Shooters,” a November 1961 article from Guns &

Ammo magazine that traces the NSSF’s genesis; and the special 50th anniversary NSSF logo, the version of the NSSF logo to be used through December 31, 2011.

“The National Shooting Sports Foundation’s contributions to promoting, protecting and preserving hunting and the shooting sports are part of a story that should be shared not only with members of our industry, but also with the broad shooting community,” said Steve Sanetti, president of the NSSF. “With the tremen-

Web page nssf.org/50 serves as a centralized 50th-anniversary resource.

dous traffic our website receives from a wide range of shooters, hunters, media and others, this special Web page is proving to be a very popular stage to display the highlights of our history.”

nSSF Files for Dismissal of traditional Ammunition Lawsuit

Having recently had its motion to intervene granted by the United States District Court for the District of Columbia, the National Shooting Sports Foundation followed up with a motion to dismiss the lawsuit filed by the Center for Biological Diversity (CBD) and others against the U.S. Environmental Protection Agency.

That lawsuit seeks to have a federal court rule that the EPA should have granted CBD and others’ petition to ban traditional ammunition. The NSSF’s argument regarding this petition is that CBD failed to file a timely challenge to the EPA’s denial of its petition, and even if it were filed in a timely manner, the petition was improper because Congress intentionally exempted

ammunition from the EPA’s jurisdiction.

Commented Lawrence G. Keane, NSSF senior vice president and general counsel, using the same language included in its motion to intervene, “Plaintiffs’ suit amounts to a backdoor attempt at gun control using an environmental protection law that is not the appropriate vehicle to address or debate such issues.

“Furthermore,” Keane added, “by granting our motion to intervene, the court has acknowledged that the EPA is not qualified to present and protect the industry’s interests in this case, whereas the NSSF is.”

Submit Your SHot Business Award nominations At the Bonnier Corporation breakfast on the opening morning of the SHOT Show each year, the editor of SHOT BUSINESS magazine presents the publication’s annual awards. It is a culmination of a process that begins with nominations of worthy candidates in six categories. The National Shooting Sports Foundation, owner of the publication, which is published through an

agreement with Bonnier, is seeking the names of potential nominees for the 2011 awards, to be presented at the 2012 SHOT Show in Las Vegas.

The award categories are Retailer, Distributor, Manufacturer’s Representative, Range, Company/ Organization and Person of the Year.

“For most of these categories, the award is based on the winner’s community outreach and efforts to

preserve and promote our hunting and shooting heritage and protect our firearms freedoms,” said Steve Sanetti, president of NSSF. “If you know of a company or individual that you think is worthy of consideration, we urge you to send your suggestion our way.”

Suggestions for SHOT Business Award nominations should be e-mailed to gsapir@nssf.org by July 1.

20 ❚ SHot BuSineSS ❚ april/may 2011

0411_NSSFsection.indd 20

3/10/11 9:14:54 AM

Register now for nSSF Shooting Sports Summit The National Shooting Sports Foundation will be hosting its 2011 Shooting Sports Summit June 7–9 at the Louisville Marriot Downtown in Louisville, Kentucky.

All leaders from throughout the industry and the shooting and hunting communities are encouraged to attend this year’s summit, where the goal continues to be to increase participation in

hunting and the shooting sports.

Registration is up and running at nssf.org/summit. At that website, you can also learn about sponsorship opportunities, scheduled speakers and hotel information.

“From its beginning in the early 1990s, the NSSF’s Shooting Sports Summit has attracted key decision makers from all segments of the firearms industry, conservation community and state wildlife agencies,” said Chris Dolnack, NSSF senior vice president and chief marketing officer. “Today, many programs now exist that were born from an idea, a conversation or a need identified at the summit.

We encourage you to be part of this year’s summit.”

View New Modern Sporting Rifle Report at Members-Only Site The updated NSSF research Web page boasts not only a new look, but also new research materials. One recently posted report, “Modern Sporting Rifle,” will give you an in-depth view of consumers that own at least one MSR and detail their participation, usage and buying behaviors regarding MSRs. The publication is another example of the benefits of NSSF membership.

“This comprehensive, 80-page report, which will give you a better understanding of this product and its market, is only available to NSSF members,” said Bettyjane Swann, NSSF director, member services.

To access this report, enter the Members-Only section of the NSSF website, nssf.org, click on “NSSF Industry Research” and then click on “Modern Sporting Rifle.”

Forgot your ID and password? E-mail Cindy Brutting, NSSF member services coordinator, at cbrutting@nssf.org or call her at 203-426-1320.

Brutting can also provide information on becoming an NSSF member.

More than one Million Views on Youtube In March, the 1,000,000th view of a video from the National Shooting Sports Foundation took place at youtube.com/ thenssf, NSSF’s repository for a wide selection of presentations on topics ranging from safety to shooting tips to a walk through the NSSF’s 50-year history. The shooting tips feature such pros as Gil Ash (OSP Shooting Schools) on shotgunning, Charlie McNeese (Gunsite Academy) on handgunning, Chris Fry (Modern Defensive Training Systems) on modern sporting rifles and Mitch Schultz (Gunsmithing Ltd.) on gunsmithing, as well as experts on the NSSF staff.

“Most of the views have taken place in the last 12 months,” said Dave Miles, NSSF director of electronic media. “Tens of thousands are driven to the site by ‘Pull the Trigger,’ the NSSF’s monthly consumer newsletter, which is distributed to NSSF subscribers as well as 800,000 subscribers through an agreement with GunBroker.com.”

Mark Thomas, NSSF managing director of marketing communications, remarked on an important benefit of these views, which have been averaging 120,000 per month.

“Each shooting tip is a trigger to get people to the range or into the field,” he said.

To access this report, enter the Members-Only section of the NSSF website, nssf.org, click on “NSSF Industry Research” and then click on “Modern Sporting Rifle.” april/may 2011 ❚ SHot BuSineSS ❚ 21

0411_NSSFsection.indd 21

3/10/11 9:14:57 AM

NSSF DELIVERS VALUE SAVINGS AND BENEFITS FOR MEMBERS Every new member in the National Shooting Sports Foundation is like an additional cement block that strengthens the foundation. With that membership comes a variety of savings opportunities and other special benefits. You can learn more about these opportunities on the NSSF website at nssf.org/join/benefits.cfm. Here’s one retailer member’s account of how he has enjoyed such member benefits.

E

ONE MEMBER’S EXPERIENCE Member: Jeff Poet, president Business: Jay’s Sporting Goods, Inc., Clare and Gaylord, Michigan

Jeff Poet

Description of Business: “Jay’s Sporting Goods was started by Jay and Arlene Poet and incorporated in 1971. Started in a one-car garage, Jay’s now has two locations, in Clare and Gaylord, Michigan. In the beginning, the company was just retailing firearms and related items. It now sells general sporting goods, but remains focused on hunting and fishing. Jay Poet passed away in 1989, and the business is currently owned and run by Arlene, Jeff and John Poet.”

©ISTOCKPHOTO.COM/RENÉ MANSI

Experience as an NSSF Member: “Jay’s has been a member of the NSSF/ NAFR since 1971. Over the years, Jay’s has prospered from many of the programs and general membership benefits, from the NSSF’s work in creating new shooters and hunters to discounts on services. The most recent benefit we took advantage of will pay for all of our years of membership dues tenfold. We recently upgraded our point of sale and inventory management system to Celerant Technology Corp. and received a legitimate 25 percent member discount on that purchase, which was a sizeable amount of money. This discount benefit was a very significant component in our decision-making process. On top of that, because Celerant is affiliated with the NSSF and attended the SHOT Show, we were able to have in-person discussions with them at the show, which was extremely valuable.”

Value of NSSF Membership: “When making the choice to join as a member of any organization, we always wonder if the benefits we get make it worth the investment of membership. With our membership in the NSSF/NAFR, there is no question: We feel the benefits far outweigh the costs. Beyond the services we use, the information the NSSF disseminates is useful and valuable to our day-to-day business. With all that said, what the NSSF does as an industry-trade organization to get new people into the sport makes belonging to it well worth our dues.”

Interested in NSSF Membership?

Promoting the great American tradition of hunting and shooting is what the National Shooting Sports Foundation is all about. For our members, it’s more than a sport; it’s a way of life. Join the more than 6,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/join or contact Bettyjane Swann, NSSF director of member services, at 203-426-1320 or bswann@nssf.org.

WWW.NSSF.ORG 22 • SHOT BUSINESS • MONTH 2010

0411_nssf delivers.indd 22

3/10/11 9:13:23 AM

BY RA N DY C L A R K , N SS F M A N AG I N G D I R ECTO R , B US I N ESS D E V E LO P M E N T

U P D AT E

YO U S H O U L D K N O W

Take Stock

Firearms inventory control is essential

T

PHOTO © ISTOCKPHOTO.COM/BRIAN JACKSON

he National Shooting Sports Foundation (NSSF), in conjunction with the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF), conducts quarterly meetings at the ATF headquarters in Washington, D.C., where several topics are discussed. One frequently aired subject is inspection findings in the retail stores. Not to be confused with Letterman’s Top 10 List, the ATF’s list would show the top 10 cited violations in the stores from compliance inspections—and it is no joking matter.

The single item that consistently bubbled up toward the top of the list was related to inventory controls. According to inspection data released by the ATF, its most cited violation is failure to properly account for the acquisition or disposition of firearms in the records. In 2009, about one out of four of the more than 10,000 FFLs inspected were cited for this violation, and in most cases the violations involved the failure to record the disposition.

Inventory of firearms in the retail store is critical to the store on many levels.

Businesses that consistently do inventory are at an advantage in several key areas of store operations. Retail is detail in all facets of the store. Detail in the inventory process is critical to the continued success of your store. The taking of a serialnumber-based inventory of firearms on hand and comparing it to the open entries in the bound book will catch unrecorded dispositions and will alert you to conduct a more thorough search for unaccountedfor firearms.

Being detail-oriented in your paperwork can help pay dividends. If you have the luxury of having a receiving employee that checks in firearms and enters the information into the A&D books, being meticulous in your follow-up to that individual ensures that this person will be diligent and detailed in his or her work. It’s the old “inspect what you expect” or “who’s checking the checker?” approach to help you with controls in the store.

When the ATF comes into your store to do an inspection, the inspector will typically start by doing spot-checks on inven-

tory and will consider unaccounted-for firearms as a serious violation. The inspector is not there to do inventory for you, but if he spot-checks your inventory and finds some issues, the ATF may take it upon itself to do an entire inventory of your store. If a store’s controls on inventory are poor enough to warrant the ATF to take an entire inventory, the FFL can

prove of value to all firearms retailers.

Announcement of its availability will be made in a variety of communications, including Bullet Points, NSSF Member News and SHOT Business.

Recent media stories on “missing guns” at dealers in the United States are a reminder of how important it is that a store owner responsibly maintain the

The taking of serial-number-based inventory of firearms on hand and comparing it to the open entries in the bound book will catch unrecorded dispositions.

expect a long and difficult inspection process.

Shrinkage is another reason to conduct store inventories. Shrinkage is a retailer’s worst nightmare, and conducting inventory in the store will quickly bring out shrinkage issues either through paper shrinkage or theft.

The NSSF is currently producing a Webinar on taking inventory that will

controls of his firearms inventory.

A firearms dealer might find himself in the spotlight for one reason or another. A reason to be highlighted should never be one of missing guns. All firearms dealers should “take stock” of their inventory procedures in their stores. Challenge yourself and your employees in all facets of firearms inventory controls. It is a challenge that you must meet successfully.

APRIL/MAY 2011 ❚ SHOT BUSINESS ❚ 23

0411_YSK.indd 23

3/14/11 1:42:21 PM

at f Q & a

Help With the 4473 Form

If a person is unable to complete a form, can someone help him do it?

If a person who is unable to complete a 4473 form because of illiteracy or a physical disability wishes to purchase a firearm, how may the transfer be legally completed? May an accompanying person complete the form for the purchaser?

q

The buyer must personally complete Section A of the ATF Form 4473 and certify (sign) that the answers are true, correct and complete. However, if the buyer is unable to read and/or write, the answers (other than the signature) may be completed by another person, excluding the seller. Two

A

have been transferred, the licensee should photocopy the inaccurate form and make any necessary additions or revisions to the photocopy. The buyer should only make changes to Sections A and C. The licensee should only make changes to Sections B and D. Whoever made the changes should initial and date the changes. The corrected photocopy should be attached to the original ATF F 4473 and retained as part of the licensee’s permanent records.

Can a licensee transfer a firearm to an individual who answered “yes” to a

q

the firearm may not be transferred. [ATF Newsletters 9/99 and 5/01] If a customer lies on his 4473 form regarding a question that would prohibit the transfer, and the licensee is not aware that it is a lie or that the purchaser is ineligible, and that ineligibility is not picked up by NICS, has the ffL violated any federal firearms laws or atf regulations by completing the transfer?

q

A

q A

Is the transferee required to provide his or her Social Security Number on the atf form 4473?

No. This information is optional. However, providing this information will ensure the lawfulness of the sale by avoiding the possibility of the transferee being incorrectly

identified as a felon or other prohibited person. It may also help NICS process the transaction more quickly. Furthermore, inclusion of the Social Security Number will differentiate the transferee from any other person with the same name who might come under ATF investigation.

[27 CFR 478.124(c)(2)]

persons (other than the seller or his employees) must then sign as witnesses to the buyer’s answers and signature. [Instructions on ATF F 4473, page 3, Question 1]

prohibitive question in Block 11 of the atf f 4473, even if the individual passes a NICS check?

No. If the prospective purchaser answers “yes” to any of the prohibitive questions, the licensee has reasonable cause to believe that the transferee is prohibited. Accordingly, the transfer of a firearm to such a person would be in violation of federal law. This is true even if the licensee received a “proceed” response from NICS. There is no reason for the licensee to contact NICS after a person indicates on the Form 4473 that he or she is prohibited from receiving firearms. The licensee should simply advise the prospective purchaser that

A

If a customer innocently answers a question on the 4473 form incorrectly and the licensee notices the error after the transfer, what is the correct procedure to rectify the error?

q

If the licensee or the buyer discovers that a Firearms Transaction Record, ATF Form 4473, is incomplete or improperly completed after the firearms

A

No.

I am in the process of hiring a gunsmith and creating an entire new gunsmith department in my store. What is the best way to manage the record keeping for the gunsmith department?

q

A licensed gunsmith must enter into his A&D record, required to be maintained by 27 CFR 478.125(e), each receipt and disposition of firearms. You may develop your own business practices that facilitate your record keeping, such as maintaining separate A&D records for gunsmithing transactions, but ultimately, it is your responsibility to ensure timely and correct entries.

If a firearm is brought in for repairs and the owner waits while it is being repaired or if the gunsmith is able to return the firearm to the owner during the same business day, it is not necessary to list the firearm in the A&D record as an “acquisition.” If the gunsmith has possession of the firearm from one business day to another, the firearm must be recorded in the A&D record as an “acquisition” when taken in and a “disposition” when returned. A licensed gunsmith is not required to prepare an ATF Form 4473, Firearms Transaction Record, if the firearm is returned to the person from whom it was received. [27 CFR 478.124(a); Federal Firearms Reg. Reference Guide, page 185, Questions I2, I3]

A

24 ❚ Shot BuSineSS ❚ april/may 2011

0411-atf.indd 24

3/14/11 1:43:06 PM

ash regis r y o ur c a e h o t it y

ter

or t un t he opp e v a h l il ns . r, you w u sell gu le o a y s. We e lp d e g h to product ck in is o t l ’s s a N o F A g f S r u ive NH U quality o again. O ompetit e r c h t e a A s an F v is t o a e d t an g to m roduc g” over ith the quality p rtant thin o h p “ka chin ig h helps w im t y is r s h e o t v ; m s a e n e e h u iv g do w n , t ing we’v ers rece in credible m a ™ in r o t t e s r e “ H an d s u a iv c our extens e SCAR ure that ase to ks to the s an d t h n e a h ifl t r can ens , a purch n d r n o io t il A c . ta a s s e bolt hat can busine price. Th s force t e o f my le id s a s t n d labama e rcem ducate oover, A fo e H .“ n , y s s e r in e rm w v ea la ave a ybody w ctical Fir aler. en , we h ds. Ever oover Ta iv e H g e r, n u n cking de o e ’s o rz e r t a b s e Z m A n o S to t y s u – Pe F NH U fi t t he c come an e exactly b o t w s on ho te detail le p m o c o m f or /dealer.c a s u h n f V isit

BN_030503_SHB0511.indd 1

3/14/11 6:12 PM

FyI

by scoTT besTul

The Dealer/Distributor Relationship How to make it work for you

I

f you’re a gun shop owner, you need a Rick Stovall. Stovall, a manufacturer’s rep working for H&G Marketing, has spent much of a 30-plus-year career helping shooting-sports retailers get the right products on their shelves, then helping that shop sell them to customers. And when the shop owner is low on inventory, Stovall helps him restock—in a hurry.

Unfortunately, your chances of having Stovall working for you are slim, unless you live in the vicinity of Houston, Texas. But Stovall, one of the industry’s top reps, insists that he and his colleagues are in the business to make the dealer/distributor relationship as seamless as possible.

“Almost all the companies in the shooting sports industry hire independent sales reps to get their products out to retailers,” he says. “We save companies the time and expense of hiring full-time employees to cover huge territories, and we build relationships between dealers, both large and small, with the distributors who can put items on their shelves without going broke stocking a huge inventory. And finally, reps like me are motivated—I don’t get paid unless I’m putting a company’s product on store shelves and helping them move it.”

With that in mind, here are some tips from Stovall on making the most of your sales rep’s talents.

Schedule a Seminar Plan a sales seminar, Stovall says. “The worst thing for a retailer is an uninformed sales staff,” he notes. “Your rep will have been to the SHOT Show. He’s visited with the manufacturers, and he knows not only the new products for the year, but the best ways to display, demonstrate and sell them. That’s invaluable information. Find

category right now. Some of the stores I service in my territory are miles ahead of other stores in this area. I can help the latter group stock up on items I know are going to go through the roof for them.”

Put Plenty of Legs Under Your Stool

Stovall insists that maintaining good relationships with several reps just makes things run smoother. “Different reps work with different distributors, and the job of the distributors is to fill small orders in a timely fashion,” he says. “If I were a shop owner, I’d make a Top 10 list of the companies I want to stock in my shop. Then I’d contact them and A manufacturer’s rep has intimate knowledge ask for the rep in of sales trends in your area, data that can help my area. Then you you manage your inventory more effectively. establish a good relationship with a time when you can gather your sales those reps, and in no time you’ll be staff and have your rep come in and dem- working with several solid distributors. onstrate the new lines. It’s an important That’s invaluable, especially when you run part of my job, and one I enjoy doing. out of a tough-to-get item. If one distribuBest yet, I’m like all good sales reps—I tor doesn’t have it, one of your others come when it’s convenient for you.” probably will.”

Keep Your Ears Open

Lean On Me

“One advantage to having a solid relationship with your rep is that he should have a good idea of two main products genres: the newest offerings from each company he represents, and general sales trends in a region,” Stovall says. “Savvy shop owners learn in a hurry that a customer wants to know what’s new, and that’s my job. I also cover a pretty big territory, and I know the products that move in other shops.

Home defense, for example, is a huge

Sales reps like Stovall simply help retailers run their shops better and more efficiently. Crunched for time or lacking expertise?

H&G Marketing can help with such mindnumbing and time-consuming chores as computerized ordering, sales tracking, account management and customer mailings. “Good reps have the skills and tools to make the life of a retailer easier,” he says. “When we do our job right, the shop succeeds and we’re all happy.”

Mutual Back-Scratching “I don’t care if you’re selling hardware or handguns, it takes a smart businessman to run a store well,” says H&G Marketing’s Rick Stovall.

“Maintaining good credit with distributors results in tangible benefits that go beyond a good reputation. Dealers who pay their bills on time can enjoy incredible service from distributors. Run out of something, and my good distributors will fill an order in two to three days, even on some hard-to-find items. That can be the difference between a happy customer and one who takes his business elsewhere. Our business is unique; our customers want to buy what we’re selling. All we have to do is take the hassle away.”

26 ❚ Shot BuSineSS ❚ april/may 2011

0411_FYI.indd 26

3/14/11 2:20:49 PM

The M3LT. 400 lumens. Its LED emitter and Turbohead TIR lens create a magnum-style search beam. Twostage tactical tailcap switch: press lightly for 70 lumens, mash all the way down for 400. Want strobe? Hit the tailcap on the M3LT-S model three times and hold for a blinding pulse. With a 78% higher lumen output and 7.5-hour longer runtime than its forerunner, the M3T, we know what you’re thinking. Will that light be enough to help a cop find and blind you?

Well you’ve got to ask yourself one question—do you feel lucky? Well do ya?

BN_030213_SHB0511.indd 1

3/15/11 12:07 PM

firing line

by chris christian

Pocket Protection The new S&W Bodyguards are compact, but they pack a nice punch

L

ightweight polymer-frame pocket pistols and revolvers have been hot sellers in the last few years, and Smith & Wesson has now entered that market with a .380 ACP and .38 Special +P. Both feature integral laser sights in addition to standard iron sights.

function switch. The first activation puts the laser into continuous-on mode. A second push turns it to pulse. A third push turns it off. The lasers are adjustable for windage and elevation, and the The matte-black-finished appropriate Allen wrench is Bodyguard .380 (SRP: $575) included. weighs 11.85 ounces empty; it is On the range, both guns ran 5.25 inches in overall length and through about 150 rounds each about .75 inches thick at its widwithout a malfunction. Given est point. The barrel is 2.75 their “pocket pistol” mission, all inches, and one 6-round magafiring was done with a twozine is supplied. Sights are black handed hold from 7 yards. steel and fixed, dovetailed into With the revolver, which the slide and drift-adjustable for included +P and standard loads, windage. recoil (as one might expect from The firing mechanism is a a 14-ounce gun) was sharp, but shielded hammer-fired DA, using not uncontrollable. Groups averan inertia firing pin (not strikeraged about 2 inches. The 158fired) to provide repeat-strike grain +P loads impacted about 4 capability. The slide locks back inches high; with standard preson an empty magazine (with a sure loads about 2 inches high. slide-release lever); there is no This shooter needs a taller front magazine safety—a left-side sight with this gun, but as it is a frame-mounted safety is incorpopinned front sight, S&W should rated for those who wish to use be able to provide one. it. A loaded-chamber indicator is The .380 was a surprise. The at the rear of the chamber. The long DA pull was gritty at first, laser is built in under the barrel, but smoothed up very well after Smith & Wesson Bodyguard models (.38 Special +P, with activation switches on the about 30 rounds. The sights top; .380 ACP, bottom) are lightweight polymer-frame right and left side of the dust impacted slightly left (but they handguns that feature integrated laser sights. cover; it is easily accessed with a could have been drifted to cornormal two-handed grip for rect). The surprise was the accuThe laser is built into the upper right right- or left-handed shooters. racy. Once the trigger smoothed up, side of the frame, peeking over the cylinThe five-shot matte-black-finished 7-yard groups in the 1-inch range (from a Bodyguard .38 ($625) is chambered for .38 der, and very close to the bore axis line. A standing-to-handed hold) were not hard to single on/off switch rides atop the laser Special +P loads and features a 1.9-inch achieve. That’s excellent accuracy from a and is easily accessible. stainless-steel barrel on an aluminum pocketable, very light 11+ .380 semi-auto.

(800-331-0852; smith-wesson.com) On both guns, the lasers offer a threeupper frame and steel-reinforced polymer lower. It weighs 14.3 ounces and is 6.6 inches in length.

Sights are fixed, with a pinned front serrated ramp and channel rear. The black The first thing most shooters will do with a laser-sighted handgun is rubber grips are slim, but quite comfortpoint it at the wall and marvel at the laser. If that laser is way off from able. It’s a DA action with an internal the iron sights, confidence (and maybe the sale) is immediately lost. hammer. Departing from traditional Neither of these guns had the laser close to the sights when taken design, the cylinder-release latch is located out of the box. However, it took less than a minute for me to bring the at the upper rear of the cylinder, directly laser to the top of the sights on both guns right there in my living room. above the grips and where an exposed Before the gun goes into the display case, savvy dealers will check the hammer would normally be. It is easily laser and adjust it if needed. Do that, and the customer will be confiaccessible to both right- and left-handed dent and the sale should close. shooters and well positioned to prevent accidental release during pocket carry.

Closing the Sale

28 ❚ Shot BuSineSS ❚ april/may 2011

0411_firingline.indd 28

3/10/11 9:22:33 AM

With “Strike Two” capability, the Taurus 800 Series delivers the next evolution in

“Strike-Two” Capability.

semi-autos. Exclusive features include an external hammer, unique take down

Industry-leading reliability that provides

levers for quick field stripping, customizable backstraps and genuine Novak®

you with a second chance at striking a faulty

sights. Pure performance in any situation.

round. No need to do anything else, just pull the trigger.

www.TaurusUSA.com

FREE one-year NRA membership with the purchase of any new Taurus fi rearm.

BN_026800_SHB0111.indd 1

12/7/10 4:35 PM

undercover shopper

A Shotgun for Mary

Is Duluth ready to embrace the women’s market?

W

ith many women now entering the hunting ranks, an Undercover Shopper with a female focus seemed timely. The opportunity came when my wife, “Mary,” and I visited Duluth, Minnesota, and decided to see what the area might offer her in a hunting shotgun.

Mary had very limited hunting and shooting experience, so our criteria, we explained at the local gun shops, was that we needed a shotgun for upland hunting and would prefer a 20-gauge for manageable recoil. As for model, type and price range, we were open.

Store A This store specialized in hunting and fishing equipment. In the firearms section, we spotted two youth-model shotguns on floor racks, including a pink camo version that caught Mary’s eye.

Behind the counter stood two clerks— one helping another customer, the other reading through some paperwork. At the counter, the nearest clerk, a young man

we’ll call “Brad,” asked if he could help.

We explained our needs and that Mary liked one of the youth models.

“That’s all we have for youth shotguns,” Brad said. “They get picked over pretty fast.”

“You’ve got nothing else that might work?” I nudged.

“Well, really, a regular-size 870 is about the same size as that youth model,” Brad said, referring to the pink-camoed Remington 870.

Finding no 870 on the racks, Brad got one from the store room, assembled it and handed it to Mary.

He also explained how to “size up” a shotgun: rest the gun’s butt in the crook of the elbow, and if the trigger lines up anywhere from the tip of the index finger

to the middle of the finger, the firearm should work.

By that measure, the 870 should have been fine. It wasn’t.

Brad just looked at us, fresh out of ideas—and shotguns. As we left, Brad thanked us for stopping by.

Store B Store B was a large outdoors recreation retailer with an impressive hunting/firearms section. New shotguns awaited us on wall racks, including two over/unders that Mary tried out. A clerk, “Fred,” approached us.

“Are you finding everything, folks?” he asked.

After we explained our requirements, Fred showed us two pumps. Too bulky.

Fred suggested a black synthetic semiauto. I was a bit skeptical, as this shotgun looked even stouter than the pumps.

“Well, let’s see,” Fred suggested, amiably.

Mary loved the weight, the balance and the way it pointed. We tried a couple of youth models, but Mary preferred the semi-auto. We returned to it for a second look. Fred mentioned its various features, as well as the many positive comments from other customers.

Back in the car, Mary said, “He seemed more interested in us than the first place did.”

A general sporting-goods store that sold athletic clothing and team sports equipment, this operation also had a good-sized hunting section. Four customers stood at the gun counter, waiting. We joined them.

After about 10 minutes, a clerk arrived.

Once he was done with the other customers, the clerk, “Dave,” started Mary off with a youth-model pump.

Another customer appeared and asked what was on sale. Dave pointed him to the in-store flyer. Reading from the flyer, as if we weren’t even there, the customer asked Dave if he had the on-sale shotgun in stock.

“I’m not sure,” Dave said, shrugging apologetically and laughing. “Actually, I work in shipping and receiving!”

Mary spotted a black Benelli on the rack. But when she got it in hand, she noticed it was a 12-gauge. “Wouldn’t it

pixel pushers

Store C

30 ❚ Shot BuSineSS ❚ april/may 2011

0411_US.indd 30

3/11/11 8:43:28 AM

BN_030266_SHB0511.indd 1

3/17/11 11:49 AM

undercover shopper

kick a lot versus a 20-gauge?” she asked.

“Since it’s semi-automatic, it will kick less than a 20,” Dave said.

“Really?” Mary said.

“Well, uh, maybe I shouldn’t say less,” Mr. Shipping and Receiving backtracked.

“About the same?”

Time to go.

Store D Store D was dedicated to shooting and

hunting. “Walt” greeted us almost immediately. He showed us two pump models, one of which fit Mary decently.

He asked about our price range. If she was comfortable with the shotgun, I said we’d make the money work.

Walt led us to a nice Beretta semiautomatic. Mary shouldered it, and it was obviously too large. Walt didn’t notice. He owned this model himself, he said, and it never jammed.

He mentioned other semis in stock,

followed by their glaring defects (too heavy, too cheap and so on), a sales tactic I’ve never quite understood.

(If it’s good enough to be displayed in your store, shouldn’t it be good enough to purchase?)

“It just seems so—full-sized,” Mary said.

“Women shoot full-sized all the time,” Walt assured her.

We thanked Walt for his time, he thanked us and we departed.

how’d they Do? Customer Service

Product Knowledge

Product Availability

The clerk was very polite, but he had to be pushed to come up with other shotgun possibilities.

The clerk knew the shotguns on hand well enough.

There were only three possibilities, and of those, only two were viable options.

The salesman was helpful and goodnatured, and took us through a full range of options.

The clerk confidently went over each shotgun’s features and performance expectations.

This store had the best selection of the four we visited, from over/unders to pumps to semis.

After a long wait, the clerk finally showed up and tried to help us, but was hampered by being a sub from another department.

The salesman may well have known his job backward and forward—thing was, that job was in shipping and receiving!

There was a limited selection.

store The clerk began well enough, but got stuck on one shotgun as the only option we should consider, even though it was too large.

he had a good working knowledge of the shotguns, though his badmouthing of several models was a sales turnoff.

Actually, the salesman had a pretty good selection on hand—he just didn’t think we should consider any shotgun but his fave.

store

A

store

B

store

C

D

SCoring SySteM: Outstanding:

Very Good:

Average:

Winner: store

B

store B had the best selection, and the salesman’s knowledge of the shotguns allowed him to point out the advantages of the various models. Of the four clerks, he took Mary the most seriously, and seemed genuinely interested in finding her the right shotgun. had we been ready to buy, his establishment would have gotten our business.

Gander Mountain 4275 haines road, hermantown, MN 55811 218-786-9800 gander mountain.com

Fair:

poor:

32 ❚ Shot BuSineSS ❚ april/may 2011

0411_US.indd 32

3/11/11 8:43:28 AM

LCP® with Crimson Trace® Laserguard® .380 Auto

22/45™ Threaded Barrel .22 LR

SR40™ .40 S&W

Gunsite Scout Rifle .308 Win.

LC9™ 9mm Luger

RUGER DISTRIBUTORS: ALABAMA Bangers L.P. (Birmingham), 800-226-4377

ILLINOIS Williams Shooters Supply, Inc. (Quincy), 217-222-4195

M I N N E S O TA CSI Sports LLC (Sauk Rapids), 800-328-7087

OHIO AcuSport Corporation (Bellefontaine), 800-543-3150

SOUTH CAROLINA Ellett Brothers LLC (Chapin), 800-845-3711

ALASKA V.F. Grace, Inc. (Anchorage), 907-272-6431

Zanders Sporting Goods (Baldwin), 800-851-4373

AcuSport Corporation (Waite Park), 800-543-3150

Ellett Brothers LLC (Lakeview), 800-845-3711

KANSAS Simmons Gun Specialties, Inc. (Spring Hill), 800-444-0220

Bill Hick’s & Co., Ltd. (Plymouth), 800-223-0702

Outdoor Sports Hdqtrs., Inc. (Dayton), 800-444-6744

TEXAS L.M. Burney Distributors LLC (Waco), 800-737-3006

M O N TA N A AcuSport Corporation (Billings), 800-543-3150

W. L. Baumler (Lorain), 800-321-2501

ARIZONA Davidson’s (Prescott), 800-367-4867 CALIFORNIA AcuSport Corporation (Roseville), 800-543-3150 CONNECTICUT Jerry’s Sport Center, NE (Newington), 800-456-5595 GEORGIA AcuSport Corporation (Duluth), 800-543-3150

LOUISIANA Lipsey’s LLC (Baton Rouge), 800-666-1333 Sports South, Inc. (Shreveport), 800-388-3845 MASSACHUSETTS Camfour, Inc. (Westfield), 800-347-3276

MT Sports LLC (Billings), 800-243-1610 N E VA DA Ellett Brothers LLC (Reno), 775-332-5700 NORTH CAROLINA Henry’s Tackle LLC (Morehead City), 800-545-5654

P E N N S Y LV A N I A AcuSport Corporation (Morgantown), 800-543-3150

Hill Country Wholesale, Inc (Pflugerville), 800-777-2666 AcuSport Corporation (Arlington), 800-543-3150

Bonitz Brothers, Inc. (Harrisburg), 800-825-7060 Ellett Brothers LLC (Downingtown), 800-845-3711 Jerry’s Sport Center (Forest City), 800-234-2612

FOR MORE INFORMATION, CALL YOUR RUGER DISTRIBUTOR TODAY.

WWW.RUGER.COM

BN_030255_SHB0511.indd 1

©2011 Sturm, Ruger & Co., Inc.

030111

3/15/11 11:31 AM

NO INVESTIGATION NECESSARY. If your customers need forensic evidence to prove that CCI® loads are devastating on impact, they must be shooting blindfolded. One squeeze of the trigger means witnessing the explosive nature of CCI’s unique bullet technology on varmints. From our latest product developments like TNT Green® to the tried and true cartridges you’ve stocked for years, CCI is the ultimate in rimfire performance. Case closed.

Call for Dealer Information. 866-223-9388

THE LEADER IN RIMFIRE AMMUNITION ® www.cci-ammunition.com © 2010 CCI

BN_030379_SHB0511.indd 1

3/15/11 12:09 PM

SHot SHoW

The 33rd edition of the SHOT Show was a resounding success, and retailers and manufacturers both have every reason to feel bullish

PHOTO CREDIT

about the future

0411_ShotShow 2011_02.indd 35

3/11/11 4:17:34 PM

SHot SHoW Adventure Medical Kits is repositioning its survival products under a new brand, SOL (Survive Outdoors Longer), to better take advantage of the survival market.

s e ch n u a L K M

Going green isn’t as easy as it sounds, especially if your company’s specialty is producing products that are expected to remove powder fouling and lead and copper residue from firearms. The main issue here is that a reformulated “environmentally friendly” gun-care product actually needs to work.

Remember the “energy efficient” washing machines that couldn’t clean or the dryers that couldn’t dry back in the 1970s?

That’s the dilemma that faced Shooter’s Choice, the Ohiobased manufacturer of such popular products as Shooter’s Choice Bore Cleaning fluid, a bottle of which sits on nearly every shooter’s bench.

The answer for Shooters Choice is a non-flammable, nonhazardous and non-corrosive line of cleaner/degreasers, which it calls Aqua Clean. The two introductory products in the line are Aqua Clean Bore Cleaner and Aqua Clean Firearms Action Cleaner/Degreaser. These products will deliver performance, responsibility and reliability, the three attributes its customers expect.

The bore cleaner is a unique concentrated water-soluble formula that delivers easy cleanup, and harmless to all finishes. It is completely safe for all rifles, handguns and blackpowder firearms.

The cleaner/degreaser is a custom formulation designed to be non-flammable, non-hazardous and non-corrosive, so it is safe to use on camouflage as well as painted and wood finishes. Both products also can be used in ultrasonic cleaning equipment and parts washers. (440-834-8888; shooters-choice.com)

Shooter’s Choice new Aqua Clean line allows firearms owners to remove powder fouling and copper residue without having to resort to the usual lineup of flammable and corrosive products. The cleaner/ degreaser is VOC (volatile organic compound) compliant, so it ships as a nonregulated product.

AMK Launches A SoL Brand

Adventure Medical Kits, the well-known developer of survival gear and first-aid products for outdoors enthusiasts, has announced that it is repositioning the majority of its survival-product offerings under the newly created SOL (Survive Outdoors Longer) brand. Originally appearing in 2007 as the name of AMK’s one-person survival kit—the S.O.L. Survival Pak—the SOL product line will now include reflective survival blankets and bivvies; hybrid survival, first-aid and gear repair kits; fire starters and signaling mirrors; and, new for 2011, a line of fully featured essential survival tools.

The decision to elevate SOL from a product name to a brand was driven largely by the growth AMK has seen in the survival category and the recognition that changing the brand to SOL (Survive Outdoors Longer) speaks more directly to the promise of the products.

“In terms of dollar sales, the survival category for us has grown 600 percent since 2005, and it has accounted for half of the company’s overall growth in that period,” says AMK co-founder and marketing director Frank Meyer. “As we continue to devote a large part of our research and development and marketing to this important segment of our portfolio, it made sense for us to reposition our survival products from the AMK brand to SOL.” In conjunction with the repositioning of SOL, AMK is also introducing a new SOL logo and packaging. The new logo will feature a fire icon, a cleaner-looking font and no periods between the letters.

The new SOL logo will first appear on packaging for the SOL Origin and Core Lite essential survival tools. New packaging for AMK’s existing survival SKUs will roll out in 2011. (800-324-3517; adventuremedicalkits.com)

ALL SHOT SHOW PHOTOS: JUSTIN APPENZELLER, ANDREA C. UVO

Shooter’s Choice Goes Green

36 ❚ SHot BuSineSS ❚ april/may 2011

0411_ShotShow 2011_02.indd 36

3/11/11 4:17:43 PM

The Shape of Things to Come Sometime this fall, waterfowl hunters will see a new “cutting-edge” load from Winchester Ammo intended to dramatically improve a duck hunter’s success rate.

That’s mainly due to the unconventional shape of the shot itself. Rather than the traditional round shape, Blind Side shot is a hexahedron—a six-sided cube.

Winchester claims the new design offers several advantages over traditional shot. First, it stacks more efficiently in the cartridge, so much so that Blind Side shells contain 15 percent more shot than traditional 3-inch shells. In fact, a 3-inch 12-gauge shell that would normally carry a 1 ¼-ounce steel shot load can now send 1³⁄8 ounces of the Hex shot downrange.

Second, that packing density created extra room in the cartridge for more powder for increased velocity. Third, the cube design produces more cutting edges for more in-body trauma (without the overpenetration that would ruin the meat).

The result is cleaner, faster kills.

“This new load was three years in the making,” says product manager Brad Criner. “We went through many iterations before we got it right.”

Probably the biggest obstacle they faced was reducing the number of flyers that non-round shot produces. The solution was a new wad. The rear-deploying diamond-cut configuration of the patented water-resistant Drylock Super Steel System provides excellent pattern control no matter what choke is used. The design of the wad also helps increase velocity

Battenfeld’s Better Mousetrap The primary mission of a gun safe, to state the obvious, is to provide secure storage for firearms. But many owners also use these safes to store important household documents and other small, valuable items. When Battenfeld Technologies took a close look at how the interior of a safe is really

Winchester Ammo’s new Blind Side waterfowl load utilizes hexahedron-shaped shot and a new wad to increase performance. The ammo is the result of three years of research and development.

while reducing peak pressure, which helps reduce felt recoil.

“The new wad controls the release and stays with the shot longer, helping to deliver a more uniform pattern, with no flyers,” says Criner. “The wad actually helps make the kill zone larger.” This is important, as many waterfowlers don’t pattern their gun.

As a result, their point of impact is often different from their point of aim.

“But Blind Side increases the standard 30-inch pattern to 40 inches or more—that’s

used, it realized that this prime real estate was often poorly utilized.

The solution was to create a line of accessories that allowed owners to unlock all of the storage potential of their vaults. That is exactly what Battenfeld has done with Lockdown. It offers eight different hanging organizers designed to optimize storage space. These organizers can be installed with Battenfeld’s Universal Attachment System, which offers Vampire Clip inserts for use with carpeted interiors or magnets for use on bare metal interiors.

a 25 percent larger kill zone,” he says.

Expect the loads to sell from $17 to $22 per box. As befits premium ammo, the packaging will be a black foil box. The shells inside will also be black, not so much for image but to reduce the chance of ducks flaring from bright-colored floating hulls.

Winchester will support dealers with banners, floor stickers, end caps and sixpage trifold POS catalogs. (618-258-3835; winchester.com)

But that’s not all. The line also includes gun-care products (for example, dehumidifier rods) as well as a vault lighting kit.

“We believe consumers will appreciate Lockdown as an effective and affordable means of maximizing their vault’s potential,” says Jim Gianladis, vice president of product and marketing. “By enhancing organization and improving accessibility, Lockdown makes the storage of valuable possessions much simpler.”

(573-445-9200; battenfeld technologies.com)

april/may 2011 ❚ SHot BuSineSS ❚ 37

0411_ShotShow 2011_02.indd 37

3/11/11 4:17:58 PM

SHot SHoW

Catching the Eye of the Consumer No question, the inline hunter is looking to spend more time hunting and less time fussing with recalcitrant gear, and blackpowder rifle manufacturers have certainly figured out which way the wind is blowing.

The hard fact here is that the market peaked several years ago. What’s driving sales these days are innovations that compel the blackpowder hunter to upgrade his equipment.

CVA’s new Accura V2 is another step in this direction. A .50-caliber break-action, it utilizes a 27-inch 416 stainless-steel fluted barrel manufactured in Bergara, Spain, for enhanced accuracy and resistance to corrosion—both inside and outside the barrel. The Accura’s other major distinction is a patent-pending easy-to-remove breech plug. CVA says its Quick Release Breech Plug (QRBC) can be removed using only the index finger and thumb, even after the gun has been shot as many as 20 times.

It’s a simple and yet utterly intriguing design. The end of the plug has a sharp

The innovative Quick Release Breech Plug can be unscrewed by hand because the design isolates the plug from barrel fouling. First available in the top-of-the-line Accura V2, the plug is now available across the CVA line.

lip that fits against a notched shoulder in the bore. To ensure a tight seal, the plug is over-tightened at the factory with a power wrench. The process drives the lip into the shoulder, and the edge-to-edge contact creates a custom-fit seal that completely isolates the plug from barrel fouling.

It’s an innovation that should catch the eye of the consumer, and in 2011, it will be extended across the entire CVA line.

CVA has always been viewed as a value company—a great gun for the money.

Now, it’s just a better gun. “Value is still a very important part of the story, but quality doesn’t take a backseat,” says Dudley McGarity, CEO of Blackpowder Products, Inc. (CVA’s parent company).

As proof of the company’s upgraded quality, he cites the Accura and Apex rifles, each of which uses stainless-steel

Stepping Up the Pace Last spring, Remington Arms entered into a new venture with Mountain Khakis, a designer and manufacturer of men’s pants in the specialty outdoor-apparel segment.

Given that Remington now owns 75 percent of the company, SHOT D³aıl sat down with Mountain Khaki president Ross Saldarini to see how the ownership change would affect product development.

SHOT DAILY: How does Remington’s acquisition of MK affect daily and longterm operations?

Ross Saldarini: The deal has accelerated several plans that were in progress or on the shelf for MK. The pace of business operations at Remington might surprise people—it is more akin to a tech company, with Blackberrys, iPads and 24/7 e-mail pushing people at all times. That was familiar to us, as we have built an international business on what were limited resources. With the deal, we now have the resources to be in European markets, to accelerate product development and

barrels made in Bergara. “We can offer stainless across the Apex and Accura lines because of our factory efficiency,” he says.

But he also says that the budget lines (Optima, Wolf and Buckhorn) give the consumer a lot for his money. “We can reach both ends of the market.”

CVA is reaching out to another shooter as well with its Scout single-shot centerfire rifle. “The Scout compact in .243 is our number-one model in this line,” he says.

Many manufacturers would have branded such a rifle, which is a perfect choice for a young deer hunter, as a “youth” model, but McGarity says such a designation would limit sales. “Rather than ‘youth,’ we opted for ‘compact,’ so it would appeal to all small-framed shooters,” he says, clearly aware the rifle should have strong appeal to women. (770-449-4687; cva.com)

bring products to market faster. So, our team has gone from a high tempo focused on maintaining our core brand and growing tactically in a tough economic environment to a focus on strategic growth into new markets and new products today rather than two years from now. Longterm, we now have the ability to reach a much wider audience much sooner.

SD: Are you changing your marketing program?

RS: We are not changing our marketing programs, but we are accelerating them. Our brand was built through handto-hand grassroots connections to and

38 ❚ SHot BuSineSS ❚ april/may 2011

0411_ShotShow 2011_02.indd 38

3/11/11 4:18:04 PM

Winning Customers One Trigger at a Time Given the astounding number of firearms on the market, trying to determine which high-performance accessories make the most sense to offer can be a daunting task. But Timney Triggers has streamlined the process to one simple step: The manufacturer asks its customers what they want.

“We look at our website and evaluate customer feedback to see where our next step will be,” says president John Vehr. “We are constantly surveying what their needs are, and what products we can make that will improve their shooting or hunting experience.”

Although rifles have been Timney’s mainstay for several decades, it has recently branched out into two new areas. Last year it introduced the Trigger Fix, a do-it-yourself replacement trigger for the Remington 870 shotgun. This year, Timney debuted a new bow release at the 2011 SHOT Show.

“These are places we never thought we’d ever be,” says Vehr. “But customer feedback clearly showed a desire for each.”

But the company also relies on its own experience to judge whether a product will strike the right chord. “We know that once a hunter experiences what competition shooters have known for years about trigger performance, there’s no turning back. They just won’t tolerate a heavy trigger anymore,” he says. “Of course, the numbers have to be there. But our goal is to create an

engagement with outdoors enthusiasts.

The brand will now finally begin to provide dealers and consumers with campaigns focused nationally on introducing a much broader audience to Mountain Khakis and driving them to our dealers.

SD: Do you expect to be available at more outlets?

RS: Accessibility is fundamental to brand growth. We have grown distribution through a very tough 24-month period, and that pace is going to pick up as we

Timney Triggers’ new focus on do-ityourself products is achieving success.

ever-higher standard that helps us determine a profitable target to aim for.”

Given the acceptance of the Trigger Fix, the company knows it hit one out of the park. As a bonus, Timney has learned that customers love to work on their own rifles, and the introduction of the AR series of drop-in triggers demonstrates the power of that lesson.

“We’ve found that if you make it easy for guys to change their own triggers, they’ll do it in droves,” Vehr says.

As a result, Timney also introduced three new drop-in ready-to-shoot triggers at the SHOT Show.

“Growth is about listening to what your customers want and then delivering a product that surpasses their expectations,” says Vehr. “We’ll gladly win customers one trigger at a time.”

Grease Gun

Gun grease is gun grease, right?

The folks at MPT Industries beg to differ. They specialize in synthetic lubricants and honed their craft developing products for the automotive industry. And that experience has led them to a pair of new discoveries.

MPT Firearm is a high-penetrating, rust-inhibiting synthetic oil that helps provide long-lasting lubrication and a slipperysmooth surface by filling microscopic voids throughout the metal. MPT Gun Grease is a mixture of silicone and PTFE, and is ideal for lubricating a bolt-action rifle’s locking lugs and other chores.

The products are not made with conventional petroleum components that evaporate and leave solids, which can gunk up the action. Instead, they’re made from ultra-slick stuff that makes the action of a bolt-action rifle function smoothly. (973-9899220; mptindustries.com)

(866-484-6639; timneytriggers.com)

now will have the ability to speak to other appropriate channels domestically and overseas. In the immediate term, we will continue to grow in specialty outdoors shops, in national outdoors stores and—now with Remington—in appropriate hunting and fishing specialty shops as well as some of the national chains that serve the sporting lifestyle that both Remington and Mountain Khakis connect so well with.

SD: Mountain Khakis are quality pants

that typically retail a bit higher than, say, Carhartt. How do you intend to get retailers to carry your line?

RS: Carhartt makes a great product.

Fortunately, we compete in different markets. For example, we aren’t targeting the work-wear channel, which Carhartt owns.

Mountain Khakis is selling the highestquality, best-fitting apparel inspired by the great Western mountain towns. We don’t expect to see MKs hanging from the side of an oil rig, but we do expect to see them everywhere between basecamp and boardroom—that’s our domain. (866-6865425; mountainkhakis.com)

april/may 2011 ❚ SHot BuSineSS ❚ 39

0411_ShotShow 2011_02.indd 39

3/11/11 4:18:13 PM

Shot ShoW

Weatherby nation Gets An upgrade

Weatherby Nation, one of the largest and most active social networks for hunters and shooters, is offering a bevy of new benefits for members.

Created in 2007, and similar in concept to other online social networks such as Facebook, MySpace and LinkedIn, Weatherby’s online community, weatherbynation.com, now has about 50,000 members.

To recognize the growth (and potential) of the site, last fall Weatherby unveiled a new look for the site as well as updated navigation. To accompany the new look, Weatherby launched several benefits on the site, including exclusive members-only access to Weatherby articles and stories, inside information on what’s happening at the company, members-only offers and discounts from Weatherby partner retailers and a special form for contacting Weatherby with product thoughts, questions and opinions.

Weatherby Nation membership remains completely free, and the popular features of the site will continue to operate as usual. (800-2272016; weatherby.com)

The first units of the Aimpoint M68 red-dot sight were delivered to the U.S. Army in 1997. The sight is designed to increase marksmanship by allowing the user to acquire and engage targets with increased speed.

On the Mark

Aimpoint, which prides itself on being “Aimpoint sights have been in use the originator of electronic red-dotby the military for more than 14 years, sighting technology, celebrated a and as a result we have learned a great memorable milestone last fall when deal by observing the wear and tear shipments of the M68 Close Combat on the product from units returning Optics to the U.S. Army, which began from the battlefield,” says Lisankie. in 1997, exceeded the one-million “This information is regularly fed back mark. The latest contract, awarded in to the design group, so that the engiAugust 2009, calls for delivery of neers can modify materials and design 565,000 units. specifications to make the product betAimpoint sights were chosen by the ter. This is part of Aimpoint’s continuU.S. Army following several competious-improvement doctrine.” tive evaluations, and the SwedishAll this work is worth it because of lycompany is the n eo t only h e u t ren i the an dem gh t current c h demand for these basedh high ed i t figh dso n ki manufacturer classified kinds of sights.. And Lisankie sees ti n o c to supply the continued growth in is h t segment.

M68CCO to the U.S. this Military. The com“Demand is pany’s products strong because the are currently in product does e service with all exactly what it was d esign d branches of the U.S. designed to do— ide ri- the wide w variva vm pro i Military, and improve shooting speed kthof models available a ry dacu a accuracy,” he says. “In ety ilabem make the n and product suitable for nearly all infantry addition to our success with the weapons, from small arms to heavy U.S. military, Aimpoint has seen weapons. The M68CCO is an electron- incredible growth in the law enforceic red-dot reflex sight that, according ment segment over the past three to Aimpoint president Brian Lisankie, years, as well as a strong resurgence of increases effective marksmanship by sales in the North American hunting allowing the user to acquire and market with the new Micro H-1 and engage targets with increased speed Hunter Series of sights.” and accuracy without diminishing sitAnd this demand is spurring more uational awareness. research and development, which Obviously, the M68CCO is a rugged means the design of this segment will product, which raises the question, continue to evolve.

How do you design and build a prod“Just wait until you see what we do uct to get that ruggedness? next.” (877-246-7646; aimpoint.com)

40 ❚ Shot BuSinESS ❚ april/may 2011

0411_ShotShow 2011_02.indd 40

3/14/11 1:39:41 PM

ers today,” says Carpenter. “To these consumers, ‘frugal’ and ‘value’ do not equal cheap in a qualitative sense. Rather, these terms mean products built to last, even though they are not expensive to purchase.

It also means, especially to Generation Y members who have been reared on the idea of sustainability, that a consumer purchases fewer products. That point may seem counter-intuitive to a retailer, but products designed to reflect the ethos of this generation will earn their loyalty—and, ultimately, their money. The new Leatherman Sidekick and Wingman bring the quality, value and innovative design these market-driving customers demand, and at a very attractive price point.”

In addition, this research also shows Leatherman customers are fiercely loyal to the brand.”

Carpenter notes that Gen Y children, while very independent, are also open to receiving recommendations from their Baby Boomer parents. “Boomers were the first generation of parents to really ‘helicopter’ over their children (for better or worse) and be involved in all aspects of their lives,” he says. “Story after story submitted by Leatherman owners describe the tradition of handing down the ‘Leatherman Legacy.’ At the same time, a younger generation demands its own version of the legacy, and the Sidekick/ Wingman design ensures that the legacy will continue with their own style. In other words, these new tools are ‘not your father’s Leatherman.’”

Like many manufacturers today, Leatherman understands the importance of social media. “We know members of Gen X and Y have grown up reading online reviews and manufacturing information,” says marketing communications manager Juli Warner. “What many people don’t know is that Boomers aren’t all that far behind. So, now you have this huge audience that is demanding—and is adept at obtaining and assessing—product information, peer reviews and brand reputation. Our advantage is that the extremely positive experience of owning, using or saving the day with Leatherman products consistently outperforms the rest of the multi-tool market in the number of reviews for consumers to access across retail sites, blogs, social networking platforms and forums.”

Videos are one of the top resources for consumers researching products to purchase, and here Leatherman also shines.

“There are more than 600 independently produced videos with more than 2 million views on YouTube dedicated to the review of, and tutorials for, Leatherman tools,” Warner says.

Word of Mouth

Hole Card

It’s no secret that consumers, by a wide margin, are more likely to trust word-ofmouth recommendations from friends and family above all other sources of information. Leatherman users are no exception, says Carpenter. “Surveys, customer research and hundreds of unsolicited customer stories show a nearly threeto-one propensity for word-of-mouth promotion over non-Leatherman consumers.

But Leatherman’s hole card just may be its refusal to ship manufacturing operations overseas. “Now, more than ever, there is a pervasive call for the return to our Made-in-the-USA roots,” says Carpenter. “It’s a sense of pride, of hard, honest work and that pioneering spirit that makes Americans so resilient and selfsufficient.” The tools will ship this fall.

The Leatherman Sidekick (shown here) and the Wingman, both of which were introduced at the 2011 SHOT Show, have been designed to combine value and functionality. In addition, each is made in the USA.

Built to Last Today the total value of the U.S. multitool market is approximately $230 million, and it is expected to grow 11 percent by 2013. The two fastest-growing segments, according to Leatherman senior product development manager Jason Carpenter, are the $20–$50 sector and the over-$100 (specialty-tool) segment. Drivers for the former are primarily first-time buyers looking for value and design…yet they are still looking for a quality brand.

To ensure retailers are front-and-center to capitalize on this market potential, Leatherman is introducing two fresh solutions—the Sidekick and the Wingman— designed as attractive alternatives to the stale design and lower quality of current entry-level tools now on the market. Both new models are feature-rich with a cool, contemporary design that’s attractive to a wide variety of first-time multi-tool buyers. (SRP: $29.99, Sidekick; $39.99, Wingman.)

Quality and Value “Baby Boomers, as well as members of Generations X and Y, make up about 79 percent of the U.S. population and represent about 94 percent of all multi-tool own-

(800-847-8665; leatherman.com)

APRIL/MAY 2011 ❚ SHOT BUSINESS ❚ 41

0411_ShotShow 2011_02.indd 41

3/15/11 12:40:24 PM

Shot ShoW Blackhawk, recently acquired

by ATK, intends to stay on course as a nimble, innovative manufacturer of tactical and LE gear.

The Insight Behind Insight Founded in 1988, L-3 Insight Technology based its success on what is really a rather simple business plan: Develop and produce reliable, high-quality products, price them attractively and deliver them on time. The payoff is the repeat business of satisfied customers.

Twenty-one years later, the company boasts more than 1,000 employees, all of whom are dedicated to this guiding principle.

The manufacturer’s products—which include sophisticated laser aiming and illumination devices, nightvision devices, laserrangefinder systems, computerized fire-control systems and thermal-imaging systems—are used by the United States Military as well as federal law enforcement agencies. In addition,

Insight Technology develops and produces a line of tactical illuminators for state and local law enforcement departments as well as the general public.

“At a time when United States military forces are actively engaged around the world, our systems serve as a true force multiplier, enhancing the safety, security and combat-effectiveness of our war fighters,” says senior account specialist Samantha Millett. Given the state of the world today, she notes, the market for L-3 Insight’s products is growing. “The need for a rugged, dependable tactical flashlight never goes away. Our sighting and lighting systems are designed for accuracy, speed and ease of use in every market.” (877-744-4802; insighttechgear.com)

Insight’s X-Series weapon lights, built for combat service, are the products currently in greatest demand. Why? Because the need for a rugged, dependable tactical flashlight never goes away.

Blackhawk Keeps Moving Forward

Recently acquired by ATK, Blackhawk maintains its mission to produce superior goods for hard use.

Blackhawk’s reputation for dependability and functionality was a major factor that appealed to ATK. So, too, was its projected growth curve. To achieve the next level, and stay ahead of the competition, Blackhawk needed an infusion of capital far beyond the credit available to a “small” company. That is something that ATK could bring to the table.

“We were a small company with a big wish list,” says Tony Michael, senior inside sales administrator, who started with Blackhawk back when it operated out of a garage. “The acquisition will help us grow and help us make better products.”

Blackhawk’s phenomenal growth to this point is also a result of an ability to respond quickly to customer requests, and that response makes good use of in-house expertise to design and build innovative prototypes. So the big question is, can it stay nimble under new ownership?

“Yes,” says Michael. “ATK has talked about the culture of Blackhawk since day one. In fact, they’re changing how they’re doing things, based on our success, by adopting some of our business practices.”

When you talk to Blackhawk employees, you sense an esprit de corps brimming with confidence, no doubt due to the military and law enforcement backgrounds of many of its key personnel. But there’s more at work here.

“The essential difference between Blackhawk and its competition,” says vice president of marketing Terry Naughton, “is how we bring products to market: we listen, we design, we test. The stuff we make isn’t just about looking cool; it’s about performing in the field.” (800-694-5263; blackhawk.com)

42 ❚ Shot BuSinESS ❚ april/may 2011

0411_ShotShow 2011_02.indd 42

3/14/11 1:39:51 PM

O

GEAr

TH At

C O m MaN D S

AtTentio n.

36 NEW PRODUCTS!

ww m o c R E D N A M O K C U .B w

O M N R A LE : E

The Buck CoMmandER crew

by the charismatic personality of Willie Robertson—and a roster » ofLedMajor League Baseball

celebrities—this fun-loving group of athletes enjoys sharing the adrenaline rush of chasing monster whitetails.

s are currently searching » forYourthiscustomer passionate and popular new gear.

T TO RIGHT: Martin, PICTURED FROM LEF n Langerhans, Tom Chipper Jones, Rya m LaRoche.

Willie Robertson, Ada

TAKE ADVANTAGE. TAKE COMMAND! Contact Dealer Services at (866) 223-9388.

BN_030418_SHB0511.indd 1

3/16/11 11:06 AM

Plastic Fantastic

To the Old Guard, the firearms business is built on wood and steel, natural materials that feel right in the hand and are easy on the eye. Who doesn’t like the look of a shotgun with intricately detailed engraving on a receiver that abuts a handsome piece of Circassian walnut?

To the New Guard, it’s also a business of tools, in which function trumps all else. In this case, consider a Mossberg 590 fitted with a recoil-reduction ATI tactical stock. Easy on the eye? Hardly.

Efficient? You bet.

Those conflicting missions can pit innovation against tradition. Take synthetic stocks, for example. It took a generation for deer hunters to accept the inherent superiority of the synthetic stock, but now many hunters wouldn’t think of going on stand with a wood-stocked rifle.

Mike Bradley, general manager of PolyOne, a company that specializes in plastics—more accurately, polymers and elastomers—believes these man-made materials can revolutionize the industry in other ways as well.

“We like to ask a manufacturer, ‘What keeps you up at night, and how can we help solve those problems?’” he says.

According to Bradley, PolyOne’s products can help firearms manufacturers in at least three key areas: durability,

American Made

Pride in your work. Pride in your product. When it comes to manufacturing quality products, few do it better than the American workforce. With this in mind, Weaver recently made the commitment to bring the manufacturing of its premium line of Grand Slam steel rings stateside. Production of the Weaver Grand Slam steel rings began last fall at the ATK Onalaska Operations facility in Onalaska, Wisconsin.

The move, says product marketing manager Tom Knudtson, “has brought a renewed sense of pride

This Mossberg 590 pump is fitted with a recoil-reduction tactical stock that uses PolyOne components.

weight reduction and fit.

“Ever scratch a nice wood stock while crossing a barbed-wire fence?” he asks.

“We’ve all done it. Well, with our products, you don’t have to worry about that. Take the gun out there and push on through that pucker brush. You won’t hurt it.”

Desired Effect That’s because PolyOne offers products that are scratch- and impact-resistant. “The gun will look the same 15 years from now,” he says.

“Plastic” components are also far lighter than wood and metal. “We know light weight is a key concern in the military,” Bradley says. “They want weight reduction

in the firearm so an operator can carry more ammo. The backcountry elk hunter would probably also appreciate a lighter gun when he’s looking at a long uphill hike to reach a bugling bull. And clearly bird hunters would appreciate a lighter-handling gun that carries well in the field all day long and comes up quickly and swings faster.”

The third advantage—the fit of parts— may be the most important. “Getting wood and steel to mesh can be difficult,” Bradley says. “Not so with plastics. They have excellent dimensional stability.”

In other words, they don’t react to changes in the environment, such as heat, cold and humidity. And they can be molded to tight tolerances. (630-972-3787; polyone.com)

and accomplishment work-rk to our wo ers, and provesm rsto our customers e o that quality products made iin n the United States and attractive prices can coexist in today’s market.”

With the installation of a state-of-the-art Traub TNX of rring sets 65/43 Multi-Axis Turning f h o s d n d f in n a s u o t e s g tthousands a o s each year. All machining, Center, the Grand of a f Slam line o lm rA e h c e assembly and packaging is perrings benefits from stringent onformed at the Onalaska facility. site quality-control inspections, Weaver’s “Made in the USA” rings increased production levels and are a return to Weaver’s roots, back more timely delivery to valued custo the time when Bill Weaver and tomers. Fully automated—with a his team of dedicated craftsmen dedicated CNC trained technician assembled quality optics out of his monitoring quality and perforsmall shop in El Paso, Texas. (800mance—the new Traub machine is capable of producing hundreds of 635-7656; weaveroptics.com)

44 ❚ Shot BuSinESS ❚ april/may 2011

0411_ShotShow 2011_02.indd 44

3/14/11 1:39:56 PM

BN_030009_SHB0511.indd 1

3/15/11 11:45 AM

Shot ShoW

Against the Grain In the last decade, most American footwear manufacturing has sailed to the Pacific Rim in search of reduced labor costs. This has been such a large-scale transition that, today, most retailers stock mainly foreign-made footwear.

But Danner has charted a slightly different course, one that goes against the grain of prevailing wisdom. Though the nearly 80-year-old company, based in Portland, Oregon, has moved certain SKUs to Asia, it also has continued to make boots on American soil at its Portland factory.

Typically, the boots produced here feature its higher-end stitch-down construction (boots on which the stitching goes around the entire perimeter of the sole). Such boots can be repaired, and Danner offers a complete recrafting service.

One of the reasons Danner opted to keep this plant open was that its government contracts stipulate American-made goods. “But we also have many consumers who demand the same,” says executive vice president and CFO David Carlson.

“In this group, you’ll find loggers, con-

While most of its competitors have moved manufacturing operations overseas, Danner has not only stayed in the U.S., but invested in its mainland facilities. Its new factory in Portland, Oregon, is nearly twice the size of the old facility.

struction workers, ranchers and even blacksmiths. We also hear from hunters who prefer to buy American. These customers want products that will meet the demands of their jobs and the demands of the field as well, and they love the fact that Danner stitch-downs are made in this country. They also appreciate that the boots are repairable, which means they’re not made to be worn a couple of seasons and thrown away.”

The problem? The factory was outdated, and its layout and equipment hindered Danner’s plans for growth. So, last fall Danner moved into a new facility located in an industrial building one mile from

the company’s corporate headquarters.

The factory contains approximately 59,000 square feet, nearly twice the square footage of the old facility, and it boasts modern proprietary computer product-design equipment, new machinery and sophisticated packaging and distribution systems.

“It is all about efficiencies,” says manufacturing engineer Casey Rakoczy. “This new, larger floor space provided us the opportunity to upgrade our equipment and redesign our manufacturing processes. And that, in turn, increases product quality and profitability.” (800-345-0430; danner.com)

Magnum’s New Field Test Team Magnum’s Field Testers program allows online users to leave gear reviews and product testimonials. The boot company also uses social media platforms to connect with customers.

In the modern marketplace, consumers want to be “fully engaged.” To that end, Magnum Boots USA uses Facebook, Twitter and YouTube to reach out to and engage its consumers. Public-relations/ social media manager Alexis Nascimento says that these channels allow Magnum to connect with its consumers on a deeper level.

“Of course, those who follow our posts will find some updates on current and future products,” she says, “but they’ll

46 ❚ Shot BuSinESS ❚ april/may 2011

0411_ShotShow 2011_02.indd 46

3/14/11 1:40:03 PM

The Inside Edge While many retailers are still dusting off inventory from last season, those fortunate enough to carry lines from accessory specialist Do-All Outdoors are watching these products fly out the door at flank speed. An upstart small operation (16 employees) based in Nashville, Tennessee, Do-All Outdoors has, within 10 years, developed a reputation for creating new, cutting-edge and highly profitable products. At the 2011 SHOT Show, Do-All brought nearly 100 new SKUs to market at a time when other manufacturers were still sitting on the sidelines waiting for a sign the economy is improving.

Does Do-All Outdoors have an inside edge? Actually, it does.

A chance encounter with sporting clays during college introduced Shane LeAnna, president of Do-All Outdoors LLC, to the outdoors industry. “Like everyone, I loved to shoot and was a little obsessed with functional performance,” he says. “Few things drove me crazier than a product that couldn’t do what I wanted it to.”

Unless it was a product that he felt should perform better but cost less.

This obsession drove him to create touring sporting clay trailers that were contracted by the NRA and numerous other sporting clay organizations in 1997. After having delivered on a way to make it easier to stage a shooting event, he turned his attention to improving the shooting experience.

“I wanted a trap that could not only throw any kind of target in any direction, but also one that could send the

Do-All’s Three-Pivot Mount Trap is engineered to deliver clays in any direction at impressive distances, while minimizing broken clays.

target out farther,” he says.

It was a tall order, and it took several attempts to get it right. But when LeAnna was done, the Three-Pivot Mount Trap was born, and Do-All Outdoors found itself in the shootingsports accessories business full time.

LeAnna feels that success in the accessories business is not lost on retailers. “Our dealers really get it.

Most of our products carry margins that are four to five times higher than those found on firearms. And many of the products in our line create repeat walk-in business for ammo and upgraded guns.” (800-252-9247;

Remington Goes hypersonic When it comes to steel shot, speed kills. It also sells. A lot of waterfowlers look at the velocity printed on the box first when they make a purchase, and “1,700 fps” on Remington’s new Hypersonic box is bound to grab a customer’s attention. Boasting full payloads launched at previously unheard-of velocities, Hypersonics are the heaviest, fastest steel loads available.

Hypersonic achieves its high velocity safely through the use of a unique wad called the Xelerator. The wad has a hollow stem that extends all the way to the primer. The primer ignites only the powder in the stem, pushing the wad down the barrel before the rest of the charge ignites.

With more space in which to burn, the powder doesn’t generate dangerous pressures even as it achieves these velocities with 1 ¼- and 1 ³⁄8-ounce payloads. It’s almost like a little two-stage rocket in every shell. (336-5488820; remington.com)

doalloutdoors.com)

also find a more personal look at the people behind Magnum Boots, as well as exclusive promotions, giveaways and news that pertains to the different industries we serve. There will be upfront feedback from other bloggers and fellow consumers on our products as well.”

Nascimento says the company recently launched an online program called Field Testers, where customers can leave reviews, testimonials and videos on any of the products found on its website. “The feedback provided helps fellow professionals with their purchase decisions, and it also influences our product development.

We also reward Field Testers who leave thorough, descriptive and interesting reviews with free gear.”

Just as important, such customers are designated Official Field Testers.

“We want our customers to know that their feedback—whether it’s positive or negative—is critical to us,” she says. “We take great pride in actually listening to what Magnum customers have to say. Our Field Testers appreciate the fact that Magnum shows great respect and dedication not only to the customers, but to making a better product.” (800-521-1698; magnumboots.com)

april/may 2011 ❚ Shot BuSinESS ❚ 47

0411_ShotShow 2011_02.indd 47

3/14/11 1:40:05 PM

Shot ShoW

Leatherman tool Group Sees the Light

The continued strength of LED lights spurred Leatherman to enter the category last fall, when it announced that it had signed a definitive agreement to acquire a majority interest in Zweibrüder Optoelectronics GmbH & Co. KB, the German manufacturer of LED Lenser flashlights.

Leatherman CEO Jake Nichol will head up both Leatherman Tool Group, Inc., and the new subsidiary that will become the majority shareholder in Zweibrüder Optoelectronics.

“LED Lenser revolutionized the flashlight market,” says Nichol.

“This partnership supports our strategy of expanding into adjacent markets with an emphasis on innovation and precision engineering. It’s a good combination of our advanced manufacturing capabilities and their innovative abilities.” (800-847-

SureFire’s HighCapacity Solution In battle, it takes the average soldier four seconds to reload his weapon and reacquire a target. “That’s time better spent engaging threat targets,” says SureFire public-relations manager Ron Canfield. “And, at best, typical 30-round magazines allow an individual soldier to fire no more than 150 rounds in 30 seconds.”

SureFire believes it has found a better way with its new high-capacity magazines. “A soldier’s ability to respond to an attack with overwhelming force is critical,” Canfield says. “Ambushes in Iraq and Afghanistan are commonplace, and the outcome is often determined in the first 30 seconds.

Firepower and the ability to stay in the fight are key. Our 60-round magazine gives a war fighter on full-auto the ability to discharge 240 rounds in 30 seconds, and our 100-round magazine ups that to 293 rounds.”

Canfield notes that SureFire’s new

HCMs will fit into the host weapon with the bolt closed when loaded with the maximum-round count. “The design of the magazine takes into account the allowable tolerances of cartridges manufactured to NATO and SAAMI specifications,” he says.

He also says that the 60-round magazine will fit into most nylon pouches with Velcro cover flaps intended for two 30-round magazines. Double magazine pouches with stitched partitions, however, may require alteration.

The magazines can also be disassembled for periodic cleaning. All an operator need do is use a punch, the tip of a cartridge or any other common tool to remove the floor plate from the magazine body.

The magazines will be available in states that don’t restrict the sale of high-capacity magazines. SRP: $129, 60-round models; $179, 100-round models. (800-828-8809; surefire.com)

8665; leatherman.com)

SureFire’s HCMs will fit into the host firearm with the bolt closed when loaded with the maximum-round count. The

60-round magazine will fit most nylon pouches.

48 ❚ Shot BuSinESS ❚ april/may 2011

0411_ShotShow 2011_02.indd 48

3/14/11 1:40:11 PM

Y R

T H IG E W

CA

MORE

.

INTRODUCING THE NEW 9MM P290 SUBCOMPACT. Get 9mm ďŹ repower in a palm-sized, easy-to-carry polymer package. Backed by the weight of the most reliable name in handguns.

Find out more at SIGSAUER.com/P290.

BN_029961_SHB0511.indd 1

3/15/11 11:57 AM

An Industry Leader That Makes Hunters More Successful Hunter’s Specialties, one of the longestattending manufacturers to the SHOT Show, has become a leader within the hunting industry in terms of size, brand building and research and development.

For 2011, the company has a line of new products designed to bring success and fun to the outdoors enthusiast, including the Rasp Pack (a set of three of its most popular diaphragm calls for turkey hunting) and the new Hide ’N Hunt blind.

“Over the years, we have always come at the business from the hunter’s perspective,” says co-CEO Carman Forbes. “We both have been longtime outdoors enthusiasts and take great pride in bringing products to market that deliver more fun and more success to hunters.”

Today, Hunter’s Specialties manufactures more than 900 products. Yet owners David and Carman Forbes, who live by the company motto, “For Sportsmen, By Sportsmen,” started their business with just one product—the No-Mar Camo Gun & Bow Tape, in 1977.

Then, in 1984, Carman Forbes created the highly successful Camo-Compac concept, which put multi-color camouflage makeup in a pocket-size compact design with a built-in mirror. It became a “musthave” for hunters, as well as for action television series, movie producers and branches of the military. In fact, a custom-designed compact was used in

Ground Blinds Elevate Sales

Over the past decade, ground blinds have gone from being a niche product to a reliable hunting tool offering great value, proven success, safety and ease of use. That, along with an aging market (with its arthritic knees and shoulders) and increased media exposure, has spurred the category to everincreasing sales. Anticipating what consumers need and educating them accordingly will help you capture your piece of the pop-up pie.

David and Carman Forbes started their business, Hunter’s Specialties, with just one product, the No-Mar Camo Gun & Bow Tape. Today, the company manufactures more than 900 products.

Operation Desert Storm. The product became an integral part of the company’s camo line.

Hunter’s Specialties next entered the rapidly growing wild turkey call business in 1985. In 1988, the manufacturer created a superior diaphragm-frame assembly named Premium Flex. It made mouth calls much more comfortable to use and retain their shape and perfect calling pitch.

Today the Hunter’s Specialties turkey call line is well known as H.S. Strut, and the company is the world’s largest manufacturer of wild turkey calls.

“We have grown through the years, but as of late, we have made some bold entries into new markets that have been very positive for us,” Carman Forbes adds.

“These new product lines will allow us to deliver yet more technology to hunters

“The growth in the sales of ground blinds is immeasurable,” says Todd Weston, Ameristep vice president of sales and marketing. “Retailers no longer have to convince consumers that ground blinds are the way to go.

Success in the category and success of the end users are proof that you don’t have to be 20 feet in the air to tag a trophy.”

Styles and price points for blinds cross the spectrum, from entrylevel models to palatial pop-ups incorporating the latest and greatest. While primary selling points include portability and usability, the newest generation of blinds, such

worldwide. You know, at the end of the day, that’s what Hunter’s Specialties is all about—delivering products that make hunters more successful.”

In 2010, Hunter’s Specialties hit it big with its two new product categories: Scent-A-Way Tek4 and i-KAM XTREME video eyewear.

The Scent-A-Way Tek4 clothing line utilizes state-of-the-art silver technology to control human odors for the life of the garment and help make hunters “smell invisible.” It uses 33 percent more silver than other available silver-based garments, providing unmatched odor control.

The i-KAM XTREME video eyewear, incorporates an advanced mobile (and wireless) video recorder into a lightweight pair of glasses. (319-395-0321; hunterspec.com)

as Ameristep’s Devastator (SRP: $199.99), offers scent-blocking interiors, UV-protected shells and other techie features. Having a trained, knowledgeable staff to assist and answer any questions about the product helps consumers differentiate.

“The first thing you need to ask is what the consumer wants to do,” says Weston. “Does he want a more stationary blind or something that is portable? The next factor would be the price range and the major differences separating one ground blind from another.” (800374-7837; ameristep.com)

50 ❚ Shot BuSinESS ❚ april/may 2011

0411_ShotShow 2011_02.indd 50

3/14/11 1:40:12 PM

BN_026606_SHB0111.indd 1

12/6/10 2:43 PM

Shot ShoW

the Big Advantage

Thunderbolt Customs, which manufacturers Little Sure Shot gun rests, first took a booth at the 2005 SHOT Show. Like many first-time exhibitors that year, they were placed in the tents in the parking lot of the Las Vegas Convention Center. Though concerned about being placed so far off the beaten path, company president Curtis Lackey said he, nonetheless, was excited “to be at the premier show in the industry.”

He learned a very important lesson: he could compete with the big boys. Lackey says that his SHOT Show experience taught him the value of attending the show. “I learned more from the SHOT Shows and from fellow exhibitors than from any other business influence. We learned from the veteran exhibitors how best to approach retail buyers, and what the buyers were really seeking. And above all, we got to look into the faces of some smart retailers and see how our single-SKU product line stacked up again the competition.” (740917-9135; thunderboltcustoms.com)

Mossberg On a Roll O.F. Mossberg has built a loyal following among hunters with its versatile, value-conscious shotgun lineup.

While Mossberg’s core of “More Gun for the Money” will not change for 2011, the company’s profile is about to get a lot higher.

You can expect customers—especially the younger crowd—to be more aware of the Mossberg brand than ever before.

Recently, the company announced the signing of exhibition shooters Patrick Flanigan and Jerry Miculek.

Flanigan, who previously set records for breaking hand-thrown targets with the Winchester Super X3, will use Mossberg shotguns in his exhibitions.

Champion handgun shooter Jerry Miculek will be shooting Mossberg shotguns in 3-gun events.

Also, Mossberg is partnering with Mossy Oak to supply guns for the new Turkey Thugs TV show on the Pursuit Channel, and will sell a line of “Turkey Thug” shotguns.

Mossberg’s Polly Ditch shows off a new Model 500 breeching gun, aka the “Chainsaw.”

To help drive sales—and profits— Mossberg has also instituted a new Triple Crown dealer program.

Finally, Mossberg announced the hiring of Linda Powell to head up its media relations. Powell, who performed the same job at Remington, will be working with the outdoors media to generate more stories.

“This company has a long and fascinating story, and I am eager to help them tell it,” says Powell. (203-2305300; mossberg.com)

Bushnell Expanding Folds of Honor Across the 2011 SHOT Show, many companies introduced new products that they hope will make a difference in the lives of shooters and sportsmen.

One company, however, introduced a product that aims to make a difference in the lives of the families of wounded and fallen veterans.

In 2010, Bushnell introduced a special edition Tour V2 laser rangefinder as part of its Patriot Pack. It then donated a portion of the proceeds to the Folds of Honor foundation.

Established in 2007 by Major Dan Rooney, a former F-16 fighter pilot who served three combat tours in Iraq, the Folds of Honor foundation provides scholarships to the spouses and children of military service members who have been disabled or killed in the line of duty.

“One of the distinguishing aspects of the United States of America is our access to the greatest education sys-

tem in the world,” Rooney says.

“Education really does have the potential to impact an entire generation, but sadly, nearly 90 percent of the families of wounded service members don’t qualify for federal education benefits.”

As a way to help Folds of Honor provide those families with access to educational opportunities that they might not otherwise receive, Bushnell is partnering with the foundation again this year.

“Bushnell is honored to be associated with such an inspirational person as Major Dan Rooney,” says Blake Lipham, president and CEO of Bushnell. “In 2011, Bushnell is expanding its support of the Folds of Honor Foundation by producing special packages for the shooting industry.

Portions of the proceeds from these products will also be donated the foundation.” (800-423-3537; bushnell.com)

52 ❚ Shot BuSinESS ❚ april/may 2011

0411_ShotShow 2011_02.indd 52

3/14/11 1:40:24 PM

TM

M&P Pistols: .45 ACP, .40 S&W, .357 Auto, 9mm

3 patented, interchangeable palmswell grip sizes included (S–M–L) for a perfect fit

smith-wesson.com

NASDAQ: SWHC

BN_026476_SHB0111.indd 1

MADE IN THE USA

12/6/10 12:13 PM

GOOD STUFF

B Y S L AT O N L . W H I T E

Columbia Sportswear turns up the heat with a new boot that generates its own warmth

B

ack in college, I once watched a guy give a dozing classmate the classic hot foot while the world’s most boring professor droned on and on about cognitive dissonance. These days, Columbia Sportswear has a more sophisticated take on the idea, one worthy of consideration by hunters who are plagued by cold feet.

frib,yu eco alksth

The Bugaboot Plus Electric uses an embedded rechargeable heating system to provide warmth on cold days. When I got a pair of boots to test last fall, I wanted to find out whether it was a system that delivered value (and warmth) or was one of those ideas that looked great on paper, but didn’t deliver in the field. After wearing them for four months, they are clearly the former— within reason.

But before we consider plugging in for warmth, let’s take a look at the overall line. Columbia’s Bugaboot series consists of four models, from an entry-level boot for $110 to the top-of-the-line Plus Electric for $450. As you move up through the line, Columbia adds more technology, improving performance.

This is good for a retailer; if a customer bbalks at the cost of the electric boot, you

can still find him a good pair of boots in a more comfortable price zone. The concept is not all that different from what a truck dealer does if the customer blinks at the price of a Suburban. He can still make the guy happy by putting him in a Silverado, which boasts the same engine and chassis.

My four months in the Electric Plus included hunting as well as everyday wear during a brutal winter. The most important concept to get across to a potential customer is that the boot is not appropriate for anyone who ascends a tree stand an hour before dawn and intends to sit there until a half-hour past sunset. Rather, the boot has been designed for the more mobile outdoorsman—bird hunters, stillhunters or guys who sit for only a couple of hours at a time. In this arena, the boot excels. The heated boot also allows a The Columbia Bugaboot Plus Electric makes use of an embedded, rechargeable heating element to keep a hunter’s feet warm in cold weather.

Selling Tip

Given the technology involved, this boot most likely will appeal to younger customers who gravitate naturally to Smartphones, iPods and the like. Columbia has also worked hard in the past few years to position itself as a purveyor of modern technology rather than simply a provider of tried-andtrue outdoor clothing. Get the younger sales associates into these boots so they can become advocates within their age group.

hunter to wear thinner socks and still keep his feet toasty.

The basic construction of the boot makes use of proven Columbia technology. Its Omni-Heat insulation (200 grams) and Omni-Heat reflective lining are both found in many of Columbia’s hunting coats. The lining reflects and retains the warmth your body generates, and Columbia figures it boosts heat retention by about 20 percent, without adding bulk.

In addition, the boot features the manufacturer’s Techlite full-length midsole shell system. Techlite is a closed-cell compound that provides extra cushioning and warmth (again, without bulk) for improved comfort. It’s also microbial- and odor-resistant.

Finally, the outersole uses a dual-compound lug pattern for improved traction.

So, as you can see, it’s a real boot, one that delivers value even without the electric component.

As for heat, all you do is press the easyto-reach on/off button on the side of the boot. A three-color guide lets you know the level at which the heat is operating.

Red generates the most heat and will last about two hours. Green lasts about four hours, and yellow about six hours. I found that if I was still-hunting deer or chasing pheasants on a chilly morning, the low level worked just fine. If I expected to sit, though, I hit full power. I also learned that if I intended to hunt on successive days, the boots worked best when recharged every evening, as that ensures a full charge in the morning. (800-547-8066; columbia.com)

JUSTIN APPENZELLER

Hot Foot

54 ❚ SHOT BUSINESS ❚ APRIL/MAY 2011

0411_GoodStuff-acu.indd 54

3/14/11 2:21:56 PM

TRUGLO® Optics For the Shots That Count.

3-9 x 40mm

NEW! TRUSHOT™ SCOPE SERIES HIGH-PERFORMANCE OPTICS AT AN UNRIVALED VALUE. Durable and scratch-resistant, the TRUSHOT’S waterproof / fog-proof / nitrogen gas filled design and aircraft-quality aluminum tube make it ideal for any environment. Fully-coated lenses and generous eye-relief provide maximum brightness, clarity and contrast, for superb target acquisition.

That’s confidence you can count on.

Duplex Reticle

4 x 32mm 3–9 x 32mm

See the full lineup at

www.truglo.com 2–7 x 32mm

BN_030035_SHB0511.indd 1

3/14/11 5:46 PM

W H AT ’ S S E L L I N G W H E R E

B Y P E T E R B . M AT H I E S E N

West

AZ Sprague’s Sports, Yuma

This midsize independent has been in business for 55 years, and its owners have attended every SHOT Show since 1979, in St. Louis.

“We work in an industry of personal relationships, which makes it mandatory to attend,” said owner Richard Sprague. “It’s no secret that bringing in customers requires new product. Again, there’s no other place where you can see it all. As far as I’m concerned, a retailer loses money if he doesn’t attend SHOT.” There was lots to see for this store owner at the Kel-Tec booth with the .22 Mag rifle. He also looked at the Kimber Solo.

As for 2011, Sprague feels that handgun sales will continue to be as strong as or even stronger than they were last year.

Stockade, CA The Westminster

Located in Orange County, this large independent stocks more than 2,000 guns and sent four employees to Vegas.

“For us, it starts with SHOT Show University, and we make sure all of our staff attend at least the BATF class, just to be sure we are up on all pending regulations,” said salesman Brian Scales. “Our goal is also to find as much Californiacompliant product as possible. We are in a unique position. Every year we lose SKUs to regulations and have to replace them.”

The handloading trend continues to grow for this retailer, and they spent plenty of time with Rainier Ballistics in addition to Chiappa Firearms.

Ammunition inventories are strong, although pricing has

Midwest Guns, IL Capital Springfield

This small store, which has an inventory of about 400 firearms, brought all of its employees to the show.

“We go to see what’s new, but the difference at SHOT is that I can compare everything in the industry at one time, not just a few brands,” said owner Steve Swartz. “We also find that the store can get better dealerstocking programs on the show floor than at other times of the year.”

This store added SIG Sauer to its inventory in a big way, with the classic model 229 and the new 238. Swartz has seen an unusually high demand for SIGs since the History Channel’s airing of Inside the Secret Service.

As for trends, they are counting on another big handgun year, equal to 2009, especially since Illinois is close to passing a conceal-carry law.

Sporting MI Jay’s Goods, Clare

Maintaining two locations and a firearms inventory of more than 5,000 guns, this retailer sent seven employees to the SHOT Show.

“We find that SHOT is our ticket to finding out what is on the cutting edge in the industry. New product is a high priority, but meeting with manufacturers to dovetail their promotions is just as important,” said owner Jeff Poet. “We want to know if there will be a heavy push so we can prepare with inventory and co-op advertising.”

Leupold caught the eye of this store with the introduction of new electronic scopes. On the trends side, this store is anticipating a record-high demand for concealcarry handguns. “Talk of magazine restrictions is driving our handgun sales to a new high,” Poet said.

remained higher than this retailer’s customers expected they would be for spring.

Flying Cloud OR Trading Co., Roseburg

Established in 1900 and inventorying an average of 500 guns, this retailer is a regular at the SHOT Show, and brought one other employee with him. “Since I’m confined to a motorized cart, the Sands is difficult for me to get around in,” said owner Jim Ellison. “I would like to see the show moved back to its old Las Vegas venue.”

Primarily at the show to buy, Ellison purchased less than he did in previous years. The companies that most attracted the retailer included Surefire, EOTech and Trijicon.

Flying Cloud’s specialty—tactical sales, handguns and specialized personal training—is still growing.

County MO Osage Guns, Belle

Keeping more than 2,000 guns in inventory, this shop sent two employees to Vegas.

“Our focus at SHOT is to get the best show specials we can find and also cement our relationships with our largest suppliers.

The reason we go is to keep our customers on the cutting edge by posting new products from the show floor on our website. By the time we get back to the shop, we have orders waiting for us,” said web operations manager John Dawson.

Kimber kept the attention of this retailer with the new Solo; so did SIG, with the new .50 rifle and the 1911 series.

Another large order went to SureFire for its new 100-round magazines.

56 ❚ SHOT BUSINESS ❚ APRIL/MAY 2011

0411WhatWhere.indd 56

3/14/11 2:18:44 PM

BN_030487_SHB0511.indd 1

3/14/11 6:10 PM

W H AT ’ S S E L L I N G W H E R E

East

Arsenal, CT Delta Meriden

This dealer specializes in tactical and police weapons, and offers extensive firearms training, from beginner to experienced law enforcement. The Delta Arsenal facility includes 2,000 square feet of retail display, and the company sent four employees to Vegas.

“We will buy at the show, but our main interest is in developing relationships with our vendors and suppliers and searching for the most innovative new products on the market,” said owner Doug Odishoo.

The interesting products that this group found included SureFire’s new magazine systems. Odishoo commented that he believes the next big trend for 2011 will be magazine sales, and he expects sales to improve steadily as the White House looks to more restrictions.

South

Ten Ring TX Precision, San Antonio

This custom gunsmith and retailer of single-action pistols claims to be the largest United States Firearms Single Action Pistol dealer in the country. Owner Alex Hamilton says he makes the show a mini-vacation for himself and family.

“Make no mistake—I can’t combine the meetings I need to have with the diversity of companies and organizations anywhere else but at SHOT,” he said. “But we do love going to Vegas as well.”

In addition to meeting with collector societies, this store owner finds that it’s often old-home week when he attends the show. The importance of establishing relationships and putting a face with a voice is what makes his business run smoothly the rest of the year.

Dunkelberger’s PA Sports Outfitters, Stroudsburg

BJ’s Shooting VT Supply, Williston

H&H Gun OK Range, Oklahoma City

of these shooters are from the AR boom of 2009, and are looking for something new,” he said.

With 17,000 square feet of general sporting goods on the floor, this retailer dedicates almost a third of its space to guns and ammo.

“I go to the show to see what’s new. I may make a few buys, but after SHOT, most buying is done at distributor shows,” said owner Jerry Dunkelberger.

The S&W Governor and assorted MSR accessories caught this buyer’s eye, as did soft goods and footwear. Dunkelberger mentioned that he expects MSR accessories to nearly double in the coming year; at the same time, he plans on stocking fewer complete rifles.

This retailer also thought that the layout of the show was easier in 2011, though he still needed three full days to finish his appointments.

This large retailer, with more than 71,000 square feet, sent 11 employees to SHOT. “Our goal is to find the newest trend-setting product for the coming season, and we can’t do that at a meat-and-potatoes distributor show,” said owner Miles Hall.

Hall’s crew combed the aisles, but found fewer new products than in past years. The highlight, though, was the Smith & Wesson booth, which featured the new Bodyguard models. The Governor also received accolades.

As for trends, Hall believes TV shows such as Top Shot are creating demand from shooters. “These guys are looking to have fun and be challenged, and we are buying a lot of performance-driven accessories to meet the demand. I believe many

With 1,500 square feet of display area that specializes in hunting guns and handguns, this father-and-son retailer traveled to Las Vegas to buy.

“Unlike last year, we had a predetermined plan as to who we were going to talk to. It made the show much easier to negotiate,” said salesman Berke O’Brien. “With the new layout, aimlessly walking the aisles eats up too much time.”

BJ’s staff committed to larger orders this season with Browning, Benelli and Nikon. Handgun sales continue to be strong, and much time was spent planning buys with Beretta and Glock.

Overall, sales are up for the year, and this store sees traditional hunting rifles and shotguns staying far ahead of MSRs for 2011.

Green Top VA Sporting Goods, Richmond

This large independent keeps a firearms inventory well into the thousands, in addition to soft goods, ammo and fishing tackle.

The store sent eight employees to SHOT, each of whom were charged with looking for more profit. “We have limited floor space, so for our buyers to add a new product, something has to go. It’s that simple,” said buyer Barry Hopkins.

Some of the products that Green Top is expanding in 2011 are cutlery and conceal-carry accessories, including products from Blackhawk and purses from Gun Tote’n Mamas.

58 ❚ SHOT BUSINESS ❚ APRIL/MAY 2011

0411WhatWhere.indd 58

3/14/11 2:19:10 PM

new products The company that cut its teeth on base layers is now venturing into outdoor footwear. Under Armour’s Siberia is an aggressively outsoled boot designed for tough mountain terrain.

shock absorption and rebound.

SRP: $269.99. (410-468-251; underarmour.com)

Peak Beam

(Continued from page 64)

aiming point and makes target acquisition quick, precise and simple.

VX-R models include 1.25–4x20mm, 2–7x33mm, 3–9x40mm, 3–9x50mm, 4–12x40mm and 4–12x50mm.

Each is available with one or more of the FireDot reticle options: FireDot Duplex, Ballistic FireDot, FireDot Circle or FireDot 4. In addition, the 3–9x40mm, 3–9x50mm and 4–12x40mm models are available with Leupold’s Custom Dial System (CDS), which helps hunters

and shooters get on target at any range with any load by matching their scope to the ballistics of their ammunition and sight-in conditions. (503538-7653; leupold.com)

Under Armour The Siberia boot has 800 grams of Primaloft, a supple leather exterior and 360 degrees of high-abrasion rubber rand that wraps around the lower section of the boot. This stout mountain hunting boot is part of Under Armour’s first venture into footwear.

Heavy-duty features include

double-needle stitching, an aggressive traction outsole made from high-abrasion rubber and a speed-lacing system that’s adjustable while the laces stay locked in place.

Inside, the bottom of the boot uses molded Otheolite memory foam with a thermoplastic shank for excellent

The Maxa searchlight Rapid Deployment Package powers up to 7.5 million candlepower in a fully sealed, handheld searchlight capable of illuminating targets at ranges that exceed 2 miles. Features such as zoom, adjustable beam width, a 1-31Hz programmable strobe and a rechargeable battery make this spotlight an effective tool in the field. The beam is ideal for use in crowd control and search and rescue.

In addition, it will blind and stun an individual at tremendous distances. The system

justin appenzeller; andrea c. uva

Peak Beam’s Maxa searchlight Rapid Deployment Package will be useful in a number of situations, including law enforcement crowd control and search and rescue.

0411_NewProds.indd 59

3/16/11 12:07:44 PM

new products can quickly be adapted to large-caliber tactical rifles, including the Barrett.

The beam comes in a kit that includes a Li-ion battery, AC/DC adapters, a shoulder strap and a waterproof storage case.

Deploy with care, because sunlight in a can should be used cautiously. SRP: $2,999.95.

(610-353-8505; peakbeam.com)

Rossi The Wizard takes the same break-open interchangeable barrel system available on other Rossi models and makes it lighter and smaller for handgun hunting, target shooting or plinking. Available in .243 Win. or .22-.250 Rem. (other calibers are on the way), the Wizard’s ingenious break-open barrel system can be changed quickly by unscrewing the front swivel. As an added plus, no tools are needed.

Offered in a blue finish, additional features include a manual safety with an “S” mark for visual confirmation, hammer extension, scope rail and the Taurus Security System. The Wizard’s barrel measures 11 inches, and its overall length is 20.4 inches. SRP: $336. (800-9488029; rossiusa.com)

SOG Specialty Knives & Tools It’s not for the everyday outdoor experience, but when you need a really big knife, SOG has you covered with the featherlight SOGfari Machete. This cut-a-trail-inone-swipe tool sports a 24-inch-long blade with a straight edge on one side and a sawtooth edge on the back.

The exterior is finished in a blackpowder coating, and the handle is made of soft nylon to improve grip in wet weather.

Perfect for clearing trails, cutting firewood or keeping zombies at bay. SRP: $33.

(425-771-6230; sogknives .com)

The SOGfari Machete is the tool to use when a regular knife just won’t cut it. With a 24-inch-long blade and sawtooth edge, it’s the go-to tool for hard-core outdoorsmen.

0411_NewProds.indd 60

3/16/11 12:07:49 PM

The Ghost 400 is the fastest member of Barnett’s Carbonlite series, launching a bolt at 400 feet per second.

What if the person you need is not looking for a job?

Key employee search firm for the shooting, hunting, knife, LE/tactical and outdoor industry.

Barnett Outdoors The new Ghost 400 crossbow launches a bolt at 400 feet per second, making it the fastest member of the Carbonlite series.

The Ghost benefits from Barnett’s special laminated limbs, which reduce noise and vibration by as much as 30 percent, while delivering a featherlight feel. Draw weight is 175 pounds. SRP: $999. (727234-4962; barnettcrossbows.com)

Wellco From the company that developed the first jungle boots, which every grunt wore during the Vietnam conflict, the Gen IIs are a completely new generation of hotweather footwear. The all-new boot weighs just 21 ounces and uses a fingersized vent hole just above the instep that allows the boot to drain and release air after being submersed.

There is a tennis-shoe-like feel to the boot, but it receives impressive support from the polyurethane insole, the Vibram outsole and the ankle tight-laced fit, all of which work to keep military and LE operators moving securely over brutal terrain.

The boots are made in the U.S. SRP: $144.95. (800-840-3155; wellco.com)

up is built in Austria to incorporate the look and feel of a military-style rifle with the elements of a modern sporting rifle platform.

This durable, all-metal rifle gives the shooter a centerfire feel even though it is chambered in the economical .22LR cartridge. The MK22’s features include a variable and folding open sight, a Picatinnystyle quad rail for mounting of sights, lights or gripping accessories and a folding/ collapsible stock with an adjustable cheekpiece. The MK22 will also come in a fixedstock version that will be available in states that do not allow the sale of folding stocks on modern sporting rifles.

Weighing just a little over 7 pounds, the MK22 has an overall length of 35.16 inches when the stock is fully extended, 33.7 inches when collapsed. Magazine capacity ranges from 10 to 22, depending upon local laws. SRP: $569.95. (issc-austria.com)

Employer paid fee.

Candidate contact welcome, confidential, free.

1740 Lake Markham Road Sanford, FL 32771 407-321-5822 (phone) 407-320-8083 (fax) email: search@shootingsearch.com w w w. s h o o t i n g s e a r c h . c o m Go to: www.ShotBusiness.com for free info.

justin appenzeller

ISSC-Austria The exclusive importer and distributor of the M22 range pistol announces the introduction of the ISSC modern sporting rifle—the MK22 in .22 LR. This exciting addition to the ISSC-Austria .22-caliber lineAt just 21 ounces, Wellco’s Gen II is a lightweight boot for sportsmen who also want durability and breathability in the field.

Go to: www.ShotBusiness.com for free info.

0411_NewProds.indd 61

3/16/11 12:07:58 PM

new products Levy’s suede-backed Veg-Tan rifle sling is both practical and a thing of beauty.

Decorative inlay combined with leather toughness means it will stand the test of time.

and easy. The two-layer, suede-backed leather sling fits 1-inch swivels and is finished with a decorative inlay on the outside. It will last through a lifetime of hunting. SRP: $39.55. (800-565-0203; levysleathers.com)

FoodSaver

Levy’s Leather Limited The classic all-leather Veg-Tan rifle sling is heavily stitched and uses brass Chicago screws to make loop adjustments secure

New from FoodSaver this year is the GameSaver Silver, a unit designed to accompany hunters and anglers to camp or streamside. With a convenient carrying handle, it’s easy to take along, and it comes with a 12V adapter, so you can seal game or fish in the field using your vehicle as a power source. The GameSaver Silver is easy to use, with only two buttons, a latch and a built-in blade for cutting bags to length.

Many outdoorsmen are already aware of the benefits of vacuum sealing as a way to store frozen foods. For those that aren’t, explain that a cut of venison can

last up to three years without freezer burn in a vacuum bag. After the initial $199 outlay, the GameSaver pays for itself by preserving fish and game.

Plan to display the GameSaver prominently during deer season, and always have the bags out where customers can find them. One of the great things about vacuum sealers from a retailer’s standpoint is, once you make the sale, customers will keep coming back to the store for bags, especially if you make the price affordable.

(877-777-8042; foodsaver.com)

Marlin For 2011, Marlin is offering the legendary Model 336 in a configuration optimally engineered for young hunters. Called the 336Y, it’s chambered for the low-recoil .30-30 Winchester cartridge. The carbine tips the scale at just 6 pounds and is only 33 inches in length, perfect for a smallerstatured hunter. The hardwood stock is shortened to a 12-inch length of pull, and the 12 groove Micro-Groove barrel is 16 inches long. SRP: $484. (800-544-8892; marlinfirearms.com)

Just Push the Button ParkerBows.com/Concorde

New for 2011

See the Concorde in action.

Cocking & Un-Cocking Your Crossbow is Now as Easy as Pushing a Button

www.ParkerBows.com

0411_NewProds.indd 62

3/17/11 8:51:00 AM

Accu-Speed Technology (AST-X) cams with two-track eccentrics that blend speed and accuracy. An Ultra Match stainlesssteel trigger is touted as the finest crossbow trigger available, which is welcome news in a category in which trigger quality can be suspect.

Compact and comfortable, with just a 17-inch axle-to-axle uncocked width, ergonomic stock design and hidden cocking aid, the Stallion is Winchester’s statement that its archery division is here to stay.

Sitka One of the key design features on the Fanatic Jacket is its diagonal zipper placement, which moves the main zipper over to the hunter’s shoulder, away from the front of the chin. The relocation of the zipper also creates a kangaroo handwarming pocket.

The jacket’s fully articulated arms make it easier for the hunter to climb while shouldering a gun. A grunt-tube slot and rangefinder pocket keep accessories at hand and organized.

The Fanatic Jacket includes 130 grams of Primaloft insulation, Windstopper fabric, a removable hood, internal wrist gaskets and numerous cargo pockets for gear. SRP: $369. (877-748-5247;

justin appenzeller

sitkagear.com)

Winchester Repeating Arms At first glance, the words “Winchester” and “archery” may seem to go together like oil and water, but an in-depth look at this new division of the legendary American arms maker shows this is more than simply dress-

0411_NewProds.indd 63

(801-876-3440; winchesterguns.com)

Sitka’s Fanatic Jacket is equipped with features that outdoorsmen will appreciate, including articulated sleeves and 130 grams of Primaloft.

ing. Not content with just putting its name on someone else’s bow, Winchester Archery takes advantage of next-generation technology and design to create its own modern bows and crossbows.

The Stallion crossbow proves this point with innovative, exclusive features such as

Wiley X Wiley X eyewear continues to be popular both on the battlefield and for target shooting on the homefront. The new Saber Advanced glasses have 3mm lenses that meet the strict military standards for ballistic impact-resistance. Available in two- and three-lens colored sets, the Sabers feature a “Take Flight” nosepiece that fits a wide range of faces. The frames can also accommodate a prescription insert. SRP: $45, two-lens set; $65, threelens set. (800-776-7842; wileyx.com)

3/16/11 4:36:25 PM

new products

pHoto BY MItcH KeZAr

Leupold & Stevens

the new vX-r illuminated riflescopes combine proprietary powered fiber-optic technology and an exclusive Firedot reticle to provide hunters with exceptional target acquisition, in the bright light of day as well as the low light of dawn or dusk. vX-r riflescopes feature a single push button illumination system with leupold’s own Motion sensor technology (Mst). a touch of the button illuminates the dot within the reticle. By repeatedly pressing the button, the user can select among eight different intensity settings, including a high-low indicator, which flashes when either the maximum or minimum intensity is reached. after five minutes of inactivity, the illumination system automatically switches to standby mode, but reactivates at the previous intensity setting whenever the rifle is moved. this helps extend battery life and, by reducing movement, allows the hunter to maintain greater stealth in the field. in addition, the Firedot reticle in the vX-r has a fiber-optic light pipe with a precisely cut and meticulously polished tip designed to deliver an illuminated dot that can be easily seen in bright light, yet is not overpowering in low-light conditions. Once activated, the dot illuminates with bright, sharp definition, while the rest of the reticle remains nonilluminated. this combination leads the eye naturally to the center (Continued on page 59)

64 ❚ SHOT BUSINESS ❚ APRIL/MAY 2011

0411_NewProds.indd 64

3/16/11 12:08:16 PM

o oneshotonekill Get a Lightweight Hunter. Go higher. Go farther. And when you finally get there, you’ll be glad you chose a Savage. Factory light and always factory accurate.

n iu e w t h g s.5 h lb S o rtA c id n ag 6 L

Lightweight hunter Li r ( 5.5 5 lbs. Short Action and 6 lbs. Long Action))

savagearms.com savageaccuracy.com

BN_030599_SHB0511.indd 1

3/15/11 4:56 PM

These displays stop store traffic in its tracks and make customers take notice.

To learn more about these proven performers, contact our Dealer Services Department at: (866) 223-9388.

“I know dirty guns. And, when it’s time to properly clean them, the only company I trust is Gunslick Pro.”

84223 2-foot Wire Display Rack – Ultra Kits 84224 2-foot Wire Display Rack –Master Kits 4

isplay

84222 Endcap Display 8 D

BN_030203_SHB0511.indd 1

884217 1 Piece

Cleaning Rod

Hanging Rack

–Jerry Miculek, Holder of More Than 40 Championship Titles

www.GunSlIckPro.com

3/15/11 12:04 PM

R

UN UNMATCHED CH ACCURACY. C U CY. DE DEVASTATING PERFORMANCE..

REMINGTON ® PREMIER® A-FRAME™ The most reliable bonded dual-core bullet on the planet, our Premier A-Frame is virtually custom-built by Swift for situations where nothing less than absolute devastation will do. A-Frame construction and Swift’s proprietary bonding process produce extremely uniform, controlled expansion to 2x caliber diameter with nearly 95% weight retention.

30-06, 180-gr. Premier® Scirocco Bonded 5 shots, .8”, 100 yds.

PREMIER® SCIROCCO™ BONDED

300 Yards

200 Yards

100 Yards

Delivers the highest ballistic coefficient of any bullet of its kind with the flattest trajectory and maximum retained energy.

The expansion-generating polymer-tip design is unquestionably the most advanced bullet ever to sit atop a factory load. It is the toughest polymer-tipped bullet in the world. Period.

300 Yards

200 Yards

100 Yards

For more information, visit remington.com or scan the QR Code with your Smartphone.

BN_030555_SHB0511.indd 1

3/16/11 11:08 AM