SHOT Business -- October/November 2016 by SHOT Business

This Is The Most Important Election Ever With the balance of the Supreme Court at stake, this election will affect our constitutional rights. It is crucial that all gun owners and Second Amendment supporters register to vote, become informed about candidatesâ&#x20AC;&#x2122; positions, and on Election Day, #GUNVOTE. Follow #GUNVOTE on:

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VOLUME 24, NUMBER 6 OCT./NOV. 2016

MAKE DIRECT MARKETING WORK FOR YOU Pg. 22

FIRING LINE BENELLI’S NEW OVER/UNDER BREAKS THE MOLD PG. 24

GOOD STUFF HERITAGE FOOTWEAR BRANDS RESIST TACTICAL ONSLAUGHT PG. 48

KNIVES TAKE UP LITTLE COUNTER SPACE AND DELIVER OUT-OF-THIS-WORLD MARGINS. HERE’S HOW TO GET THE EDGE PG. 30

6 ELASTIC MAG COMPARTMENTS DEVELOPED BY ELITE OPERATORS FOR INSTANT ACCESS TO ESSENTIALS

RIPSTOP TECHNOLOGY BREATHABLE RIPSTOP WITH TEFLON SHIELD SHEDS THE ELEMENTS

ARTICULATED KNEES FOR NATURAL RANGE OF MOTION

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THE ALL-NEW BLACKHAWK! PURSUIT PANTS

SHOT

BUSINESS

OCT./NOV. 2016 VOLUME 24, ISSUE 6

4 7

EDITOR’S NOTE A sharper way to do business.

NEWS BRIEFS Vista Outdoor acquires Camp Chef; Winchester Ammo honors Kim Rhode.

FYI Proís is going market-direct. Here’s why they took a different and less-traveled road.

GETTING THE EDGE Selling knives can help you gain a big step up on the competition. BY CHRISTOPHER

FIRING LINE Best known for semi-autos, Benelli gambles on an innovative over/under.

COGLEY

roost.

KNIFE KNOWLEDGE Four basic types rule the

UNDERCOVER SHOPPER Evaluating personal defense options near Detroit.

BY CHRISTOPHER COGLEY

THE NORSE WAY Scandinavian design offers something completely different. BY DAVID E. PETZAL

GOOD STUFF Four classic boots that have survived the tactical onslaught.

GROWING MARKET Manufacturers are now offering a diverse assortment of knives intended for a wide variety for purposes.

50 54

WHAT’S SELLING WHERE

NEW PRODUCTS Browning Speed Load hunting knife; Bertucci perfomance watch.

BY CHRISTOPHER COGLEY

COVER PHOTO: JUSTIN APPENZELLER

FROM THE NSSF The presidential election is garnering the most media attention, but it’s not the only office being decided.

YOU SHOULD KNOW Think hotel scams don’t happen at SHOT Show? They do, and here’s how to avoid them.

NSSF UPDATE NSSF partners with a national suicide prevention organization; how to sign up to receive NICS messages.

RETAILER TOOLBOX A firearms retailer tells what he learned from an NSSF store security audit.

OCTOBER/NOVEMBER 2016 ❚ SHOT BUSINESS ❚ 3

EDITOR’S NOTE

NSSF

Natural Complement Knives offer high margins without taking up a lot of space

his month, we’re devoting a big chunk of space in SHOT Business to the business of selling knives. Why? Because knives are a natural complement to the firearms you already carry. And since many customers eventually will buy a lot of knives, they can help you turn a tidy profit as well. When contributing editor Christopher Cogley was researching “Getting the Edge” (page TK), he already knew that firearms retailers inhabit a highly competitive world ruled by razor-thin margins. As he writes, “That’s why smart retailers have also invested in knives. Knives offer significantly higher margins with significantly less hassle and they have the potential to quickly increase your store’s overall profit. Knives also take up a lot less real estate, so you can stock more product in far less space.” Lynn Thompson, founder and president of knifemaker Cold Steel, Inc., told him, “One of the most obvious benefits of selling knives in your store is that they provide a much better margin than guns. You might get 20 percent on gun purchases, but with knives, you can expect to get 60 to 70 percent. That’s significant.” Thompson also likes the economics behind knife real estate. “Your investment in shelf space is significantly smaller with knives, and because of the margins, that shelf space suddenly becomes significantly more profitable.” But, Cogley notes, this profit just doesn’t come out of thin air. You must be willing to give your sales associates the tools they need to successfully sell those knives. “It all starts with the display,” Thompson told him. “The time you

spend on your display case will always come back to you in the form of increased profit. If you display knives correctly, they will sell every time.” Thompson also stresses that the quality of your display depends on the quality of the knives you put in it. “You can fill your counter with cheap knives, but for the same space, you could offer your customers really good knives.” To help you figure out which knives to carry, take the time to read “Knife Knowledge” (page TK), in which Cogley says, “Knives come in a seemingly infinite array of sizes and shapes, both of which affect functionality and, ultimately, customer appeal. To streamline the process of matching the customer to the knife that best suits his needs, think of this broad product category as a storage bin with four sections— hunting, tactical, everyday carry, and collectibles. The job of your sales associates is to ask questions that help them determine from which section of the bin they should pull product.” Do the math. Knives are an investment that really help you gain an edge on the competition.

4 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2016

Slaton L. White, Editor

SLATON L. WHITE, Editor James A. Walsh, Art Director Margaret M. Nussey, Managing Editor David E. Petzal, Shooting Editor Mike Toth, Special Projects Editor Judith Weber, Digital Content Producer Hilary Ribons, Editorial Assistant CONTRIBUTING EDITORS Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Christopher Cogley, David Draper, Jock Elliott, William F. Kendy, Mark Kayser, David Maccar, Richard Mann, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Peter Suciu, Wayne Van Zwoll

ADVERTISING: 212-779-5316 Gregory D. Gatto, Vice President, Publishing Director Brian Peterson, Western Sporting Goods Sales Katie Logan, Southern Sporting Goods Sales David Hawkey, Northeast Sporting Goods Sales Elizabeth Burnham Murphy, Chief Marketing Officer Ingrid Reslmaier, Marketing Design Director

BUSINESS OPERATIONS Tara Bisciello, Business Manager

CONSUMER MARKETING Robert M. Cohn, Consumer Marketing Director Barbara Brooker, Fulfillment Manager

MANUFACTURING Michelle Doster, Group Production Director Kelly Weekley, Senior Production Manager

BONNIER Chairman, Tomas Franzén Head of Business Area, Magazines, Lars Dahmén Chief Executive Officer, Eric Zinczenko Chief Financial Officer, Joachim Jaginder Chief Operating Officer, David Ritchie Chief Marketing Officer, Elizabeth Burnham Murphy Chief Digital Revenue Officer, Sean Holzman Vice President, Integrated Sales, John Graney Vice President, Consumer Marketing, John Reese Vice President, Digital Operations, David Butler Vice President, Public Relations, Perri Dorset General Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published 7 times a year in 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 24, issue 6, Copyright © 2016 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, self-addressed 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. Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness .com/cs. You can also email SBZcustserv@cdsfulfllment.com, in the U.S. call toll-free 866-615-4345, outside the U.S. call 515-237-3697, or write to SHOT Business, 2 Park Ave., New York, NY 10016. For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016 REPRINTS: E-mail reprints@bonniercorp.com. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 6364 Harlan, IA 51593.

Save Time and Money with 24/7 Access to a Doctor by Phone or Online Video Consult According to the National Business Group on Health, in 2016, 74 percent of employers will offer Telehealth options for their employees. As your industry’s trade association, NSSF is making it easier than ever before for businesses and individuals to get on board with Telehealth. It’s simple to adopt, and, more importantly, it’s extremely affordable. We’re calling it the Firearms Industry Health Advantage.

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healthadvantage@nssf.org • nssf.org/HealthAdvantage 844-876-NSSF (6773)

NEWS BRIEFS NEWS

❚

PROMOTIONS

❚

AWARDS

❚

OUTREACH

Vista Outdoor Acquires Camp Chef Transaction enhances Vista Outdoor’s presence in camping market

ast year, in the wake of the formation of Vista Outdoor, I sat with chairman and CEO Mark DeYoung to talk about the direction of the new company. A lifelong hunter, he talked about the shooting sports with obvious passion, and it was clear he intended to nurture the many wellknown brands—Savage, Bushnell, Federal Premium Ammunition, to name but three—under the new Vista umbrella. But while we were talking, I got the sense he saw a much bigger picture, one that included outdoors companies that weren’t in the immediate orbit of the shooting sports.

He is much too savvy and experienced an executive to have tipped his hand, but it was obvious he didn’t expect Vista Outdoor to be a company that merely tended to its current brands. He clearly expected the company to add to its portfolio, especially outdoors-related brands that complemented the company’s existing brands. And so it should come as no surprise that Vista recently announced the acquisition of Camp Chef, a leading provider of outdoorcooking solutions. According to the release that accompanied the announcement of the acquisition, “Camp Chef ’s high-quality products deliver efficient ways to cook for almost any outdoor gathering, from camping to dinner on the back patio. The brand offers more than 250 products, including camp stoves, barbecue grills, pellet grills, smokers, fire pits, and a full line of cast-iron cookware and accessories. “The completed transaction enhances Vista Outdoor’s position within one of the camping market’s most attractive categories, complementing its already broad portfolio of 50 brands in shooting sports and outdoor recreation.” “The Camp Chef transaction aligns with Vista Outdoor’s strategy to deliver long-term value through acquiring complementary, market-leading brands that will benefit from Vista Outdoor’s balance sheet, distribution network, and sales and marketing expertise,” said DeYoung. “Led by an entrepreneurial management team, Camp Chef has a nimble and responsive product development process. Camp Chef continues to grow its market share in the outdoor-cooking category, and the brand serves many of our current consumers who are engaged in a wide variety of outdoor pursuits. Acquiring Camp Chef

Breakfast in antelope camp, courtesy of Camp Chef’s twoburner Pro 60 stove.

strengthens our leadership position in outdoor recreation, allows us to enter the growing camping and outdoor-cooking market, and the brand’s effective multiproduct, multi-channel strategy increases our presence across both brick-and-mortar and ecommerce distribution platforms.” Camp Chef was founded in 1990 in Logan, Utah, and has approximately 50 employees. The company will be integrated into the Outdoor Products segment of Vista Outdoor. “Camp Chef is excited to join the exceptional family of Vista Outdoor brands,” said Ty Measom, Camp Chef

president. “The opportunity to be part of this dynamic company will provide for the future growth and success of Camp Chef as a leader in our market. The hard work and dedication of Camp Chef employees, past and present, has made Camp Chef what it is today. We look forward to the opportunities ahead.”—Slaton L. White This product is from sustainably managed forests and controlled sources.

OCTOBER/NOVEMBER 2016 ❚ SHOT BUSINESS ❚ 7

NEWS BRIEFS

In response to customer requests, H&K has added a pair of new variants to the VP family of pistols.

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H&K Adds to Popular VP Pistol Line New Flat Dark Earth (FDE)–colored frame variants and threaded barrel “Tactical models” have joined the Heckler & Koch VP family of 9mm and .40-caliber pistols. The new VP FDE models are manufactured using special colorants added to the frame during the molding process and are available in both 9mm (VP9) and .40 caliber (VP40). The color frame will not fade or chip and is unaffected by chemicals, sun, and exposure to the elements. Flat Dark Earth is a tan/brown color scheme that has gained favor among many military and security units in recent years. The VP Tactical models (available in both 9mm and .40 S&W) are also identical to standard HK VP pistols, except for the addition of premium-grade threaded barrels. The only difference between these new models and the rest of the line is that the new guns are longer and slightly heavier (due to the threaded barrel). The threaded barrels are manufactured at H&K’s Oberndorf factory in southwest Germany, using the cold-hammer forging process. H&K cold-hammer forged barrels—made from proprietary cannon grade steel—are well known for their long service life. Similar H&K barrels on P30 models have fired more than 90,000 rounds in endurance tests. “Adding color frame models and VPs with threaded barrels is our response to the many customer requests we received on this phenomenal handgun,” says Michael

Holley, HK-USA vice president for commercial sales and marketing. “Look for us to continue fleshing out the VP Series with customer-driven product improvements.” Both the VP FDE color frame models and the VP Tactical models are made completely in the Oberndorf factory, using all of the company’s advanced technologies for barrel manufacturing, as well as production of the machined steel slide, polymer frame, and all internal components. H&K VP pistols are covered by a lifetime warranty. (hk-usa.com)

S&W Buys CTC

ista Outdoor’s acquisition of Camp Chef wasn’t the only big news of late. Last summer, Smith & Wesson announced its intention to acquire Crimson Trace Corporation, the industry leader in laser sighting systems and tactical lighting for firearms. That deal was completed last month. Crimson Trace has long been a key supplier of laser sighting systems for Smith & Wesson. Its award-winning innovations include the Lasergrips, Laserguard, and Rail Master platforms. The company’s product line also includes the Defender Series, Lightguard, and its new LiNQ wireless activation system. Based in Wilsonville, Oregon, Crimson Trace operates from a 50,000-square-foot facility where it engineers and manufactures its products. Crimson Trace was founded 22 years ago and has organically generated a 10-year compound annual revenue growth rate in excess of 10 percent. The company maintains a product development team that has an established track record of launching high-quality, innovative laser sighting products. As a result, its products maintain a premium position with retailers. “Crimson Trace provides us with an exceptional opportunity to acquire a thriving company that is completely aligned with our strategy to become a leader in the market for shooting, hunting, and rugged outdoors enthusiasts,” says James Debney, Smith & Wesson president and CEO. “As the undisputed leader in the market for laser sighting products, Crimson Trace serves as an ideal platform for our new Electro-Optics Division. Firearms purchasers frequently buy electro-optic accessories to enhance the capabilities and performance of their firearms, and the growth that Crimson Trace has delivered is a testament to the high product quality and the robust product development capability that the Crimson Trace team have established.” Lane Tobiassen, president and CEO of Crimson Trace, will serve as president of the new Electro-Optics Division of Smith & Wesson. The Crimson Trace management team and workforce, as well as its base of operations, will remain in Wilsonville. “It is a great honor to lead Crimson Trace into this exciting new chapter in our history by joining the Smith & Wesson team,” Tobiassen says. “Since 1994, we have designed and brought to market

more than 225 products, all of which reflect the passion, dedication, and spirit of innovation of our design engineers, production workforce, customer service representatives, and marketing and sales professionals. As the new Electro-Optics Division of Smith & Wesson, we look forward to offering consumers exceptional performance.”

THIS IS MY NEW UPPER HAND. THE WORLD’S FIRST WIRELESS LASER & WHITE LIGHT SYSTEM Get a ﬁrm grip on the next level of ready with LiNQ: a secure, wireless laser and light system designed for modern sporting riﬂes. Instinctive Activation™ ensures the moment your hand engages the pistol grip, a green laser sight and 300-lumen LED white light energizes, shaving off critical seconds, giving you the ultimate illumination and targeting solution.

See LiNQ in action at thelinqsystem.com

NEWS BRIEFS

Firearms Business Insurance Wholesalers & Distributors Retail Sales Manufacturers & Importers Ammunition & Bullet Manufacturers Indoor & Outdoor Ranges Gunsmiths Firearms Instructors

PolyCase Releases New Sport Utility Ammo PolyCase’s new Inceptor RNP Sport Utility Ammo line is a range-friendly copperpolymer blend that, unlike other jacketed and frangible ammo, can be shot on hardened steel with safe range distances being measured in feet, not yards. The result is a safer and more realistic training experience. This sport/training product is perfectly matched to the recoil and performance of the Inceptor Preferred Defense and Ruger Self-Defense lines of

ammunition, making it the ideal practice ammo choice for users of Ruger- or Inceptor-branded defense ammunition. The Inceptor RNP Sport Utility Ammo delivers high velocity and low recoil, providing a comfortable day of shooting at the range while holding the accuracy and per-

formance expected from PolyCase products. Inceptor RNP Sport Utility Ammo is available in .380 Auto, 9mm, .40 S&W, .45 Auto, and .38 Special. This flatter, faster, and frangible ammo is now available in contemporary packaged and competitively priced 50-roundcount boxes, making it a good choice for today’s cost-conscious shooter. SRP: $17.99 to $25.99 per box of 50. (polycase ammo.com)

31 Parker Road ¥ Elizabeth, New Jersey 07208

800.526.2199 • info@jcinsco.com • www.guninsurance.com

Shoot more. Walk less. The Auto-Advance Remote Control Target System scrolls the included 50 foot Bullseye target roll with the push of a button. So spend less time walking and more time where you need to be Ð on target. 200 Yard Remote Range Control target scrolling with the touch of a button

AR400 Steel Construction For all rimfire calibers and air rifles

Quick Setup Easy assembly and break down

Pick Your Target Interchangeable Silhouette, Small Bore Rifle, and Varmint target rolls sold separately.

www.LymanProducts.com

Mossy Oak and Freespirit have partnered on a line of roof-top campers.

Mossy Oak Gets Into Roof-Top Tent Market Roof-top campers have spent years on the edge of the mainstream outdoors industry, but lately they’ve been moving closer to the center. Recently, Yakima—best known for its line of roof racks and roof storage boxes— announced it was developing a roof-top tent. And now, Mossy Oak is getting into the game by partnering with Freespirit Recreation, an Oregon-based manufacturer of lightweight trailers and roof-top tents. The Mossy Oak–branded roof-mounted tent will be available in Break-Up Country camo. “I’ve enjoyed hunting and the outdoors my whole life,” says Brannon Birrer, owner of Freespirit Recreation. “Some of my best memories involve the outdoors. To see our newest products finally come to fruition is really special. But honestly, I just can’t wait to get out there and enjoy them with my friends and family.” Freespirit Recreation tents can be mounted to a roof rack on vehicles or trailers. The company also offers innovative tent annexes that create a total living space for any outdoor adventure. Currently, there are four tent models,

and Birrier says additional models are currently being designed. And all Break-Up Country models come with camo-accented features like hanging storage pockets and mattress cover. “From day one, we’ve felt a connection with the entire Mossy Oak team,” says Tim Daiker, general manager for Freespirit Recreation. “The experience throughout the research-and-development process has been nothing short of amazing. I couldn’t be prouder to say we’re now a part of the Mossy Oak family.” SRP: $1,400 to $2,400. Annexes range from $300 to $500. (gofsr.com)

STEEL FRAME Full size

Barrel: 4.43” Calibers: 9mm, .40 S&W and .45 ACP

www.magnumresearch.com

NEWS BRIEFS

LADY WHITETAIL SERIES 2016 LIMITED EDITION Traditions Performance Firearms is now shipping the 2016 limitededition version of the Lady Whitetail series. Built on a Pursuit G4 Ultralight platform, the rifle features a chromoly-tapered, fluted barrel and LT-1 alloy frame and Soft Touch camo stock. The Dual Safety system includes an internal hammer-block safety and trigger-block safety. The Lady Whitetail series is offered in two versions, both in .50 cal. The first version sports a 26-inch barrel with a Tactical Grey Premium CeraKote finish and a stock and forend in Hot Leaf Camo. A 3–9x40 scope (mounted and boresighted at the factory) is included. A case and sling complete the package. SRP: $515. The Youth Model series features a 24-inch barrel as well as the Tactical Grey CeraKote finish. Length of pull is 13 inches. SRP: $486. (traditionsfirearms.com)

WE OWN

THE NIGHT

™

• Lasers come in vivid red or daytime green

• Will adjust to ﬁt any full size or compact frame • Illuminate your target with a 120 lumen mint green beam • The simplicity and value of AAA battery power makes replacement a snap

SPARTAN

ADJUSTABLE FIT LIGHT & LASER

Winchester Honors Kim Rhode

im Rhode roared into Olympic history before the first competitive shot was ever fired in Rio, but now she has a bronze medal to solidify her legacy in the shooting sports arena. Rhode is the first American athlete in history to win six consecutive medals in an individual sport. “We are proud of our long-standing partnership with USA Shooting, and particularly Kim Rhode,” says Brett Flaugher, vice president of marketing, sales, and strategy at Winchester Ammunition. “We offer a heartfelt congratulations to all the athletes who participated in this year’s games. Kim and her fellow teammates are a reflection of all that is great about sporting competition, what is best about America, and what is best about the benefits of competitive target shooting.” To celebrate Rhode’s achievements, Winchester is once again featuring Kim Rhode on commemorative boxes of AA target loads. Winchester Ammunition has enjoyed a longtime connection with Rhode and the USA Shooting team as the exclusive shotshell sponsor and supplier since 1999. “We all owe a great deal of our success to Winchester and their AAs. They’ve helped us practice, train, and compete with confidence,” says Rhode. “We’re very proud to have the Winchester name behind our team and are very thankful to have those legendary AA shotshells in our shooting vests.”

JANUARY 17–20, 2017 SANDS EXPO CENTER | LAS VEGAS, NEVADA With the most in-demand firearms, ammunition, safety equipment, accessories, and the latest industry news and regulations, the SHOT Show provides everything a retail owner or range operator needs to build your business and wow your customers.

INVENTORY | CONNECTIONS | EDUCATION AN OFFICIAL EVENT OF:

SHOTSHOW.ORG/SB The SHOT Show is a trade-only event. Professional affiliation is required.

NEWS BRIEFS

The new Leupold Optics Academy offers five different live-fire courses that range from general instruction to intense, advanced programs.

How to See What You Shoot The Leupold Optics Academy aims to improve any shooter’s game It is a long-held tenet of hunting and shooting that you can’t hit what you can’t see. That’s why quality optics remain a crucial ingredient of accurate shooting. Another important component is an in-depth understanding of just how the shooting system as a whole affects performance. In this regard, optics manufacturer Leupold & Stevens saw a knowledge gap that it felt uniquely qualified to plug. The plan was to hold a series of courses (which included live-fire exercises) that would help hunters and shooters gain a better understanding of just how optics work. The Leupold Optics Academy is located on about 1,500 acres in Madras, Oregon, about two and a half hours southeast of its headquarters in Beaverton. “Most people don’t understand the importance of the optic itself. They get a bunch of input from people who tell them to buy a scope of equal or greater value than the gun that it’s sitting on,” says Michael Baccellieri, product applications training coordinator at the Leupold Optics Academy. “Our training is universal and not optic-specific. In fact, it’s great to have a competitor’s product on the line.” Regardless of the course a hunter or shooter may take, the academy aims to teach shooters how to manipulate their optics and set them up on guns to fit

such as when hunting African game, this course teaches attendees how to apply shooting skills at close- and medium-range distances. It includes training scenarios guaranteed to get blood pressure up. $750.

this course. Baccellieri says this course is perfect for SWAT sniper teams who want to extend their range and for long-range competition shooters who want to extend their game. $950.

THREE DAYS

BASIC OPTICAL SIGHT DEFENSIVE

PATROL DESIGNATED MARKSMAN

➤ This

PISTOL COURSE

THREE DAYS (ITAR RESTRICTED)

applications for shooting. At this time, the five courses offered range from basic to specific, the costs of which vary depending on the type of instruction required. GENERAL SCOPED RIFLE

course teaches the fundamentals of marksmanship in relation to hunting, defensive, or sport shooting. Attendees learn how to shoot from 15 to 400 yards, along with shooting in alternate positions. Of special importance is the emphasis on how to build redundancies into a shooting platform for maximum performance. $750.

TWO DAYS (ITAR RESTRICTED) ➤ This is a standard defensive

pistol course. From basic drawing and holstering to advanced drills, this is a great course for beginners. Leupold rents firearms with DeltaPoint Pro sights for this course. $450. PRECISION SCOPED RIFLE 1

THREE DAYS

FOUR DAYS (ITAR RESTRICTED)

➤

DANGEROUS-GAME SCOPED RIFLE

Specific to where the predator might become the prey,

14 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2016

Long-range shooters will appreciate the skills taught in

➤ Created at the request of law-enforcement agencies, the Patrol Designated Marksman course allows patrol officers to bridge the gap between duties of a standard patrol officer until SWAT snipers arrive on scene. Baccellieri says, “Now these patrol officers can be a semi-precision, semi-surgical asset on location.” $750.

(leupold.com/resources/ leupold-optics-academy/)

—Barbara Baird

M&P® SHIELD . WHERE PROTECTION MEETS PERFORMANCE. TM

COMFORTABLE TO CARRY. COMFORTABLE TO SHOOT. THE M&P SHIELD IS SLIM, CONCEALABLE AND POWERFUL. AVAILABLE IN 9MM, .40 S&W & .45 AUTO. THAT’S CONFIDENCE 3.

SMITH-WESSON.COM

M&P® 9 SHIELDTM 7&8 ROUND MAGS

M&P® 40 SHIELDTM 6&7 ROUND MAGS

M&P® 45 SHIELDTM 6&7 ROUND MAGS

U P D AT E

BY STEVE SANETTI, NSSF PRESIDENT AND CEO

FROM THE NSSF

Voting for Our Future It’s not just the presidential office that’s being decided this election season

s this issue of SHOT Business goes to press, we are in the throes of perhaps the most unconventional national election in modern times. Perhaps only Andrew Jackson’s presidential election campaign made as much of an “anti-establishment” wave of public sentiment as our current one. And there are two largely unpopular candidates running for the highest office in our land. So, should we all just give up and stay home?

I would answer this question with an emphatic, “No!” This is an election in which you simply must participate, because there are stark contrasts between what you likely would want for our nation and the views and vision some candidates have about our industry—and our future. ➤ THE MAIN ISSUES being discussed are: • Bringing back some form of the 1994 so-called “Assault Weapons (semi-automatic firearms) Ban.” • Repeal of the Protection of Lawful Commerce in Arms Act, which codifies common law and dozens of court decisions holding that there can be no legal responsibility of a manufacturer or retailer of a lawfully sold, non-defective product based upon its subsequent criminal misuse. • The proposed closure of the non-existent “gun show loophole” by enacting a so-called “universal background check” for private firearms sales, which, obviously, would be unenforceable without universal firearms registration. But these are not the only topics that will be affected by the outcomes of these elections. Those others tend to fly under the radar—until one of them really hits home.

➤ FOR EXAMPLE, consider

that whoever becomes president will be naming the entire executive branch of our government in Washington, D.C. That means all the cabinet positions, the attorney general, the head of the ATF, and the heads of the SEC, the IRS, the FCC, the Interior Department, the U.N. ambassador (who takes positions on international gun control efforts such as the Arms Trade Treaty), and on and on. Now, some of those positions will have to be confirmed by the U.S. Senate, but that’s another reason why you simply must get out and vote for the senator of your choice if he or she is up for election. Our Founding Fathers envisioned that the Senate would be a key checks-and-balance point to possible excesses of the executive branch—and we have seen how executive orders and other actions can just as effectively harass our industry as specifically adverse legislation. ➤ ANOTHER WAY the Senate keeps an eye on things is through its role in confirming or rejecting a president’s nominees to the U.S. Supreme Court, the essential third part of our government that makes sure our legislators follow the dictates of the Constitution. We all

16 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2016

know that the Heller decision, authored by the late Justice Antonin Scalia, confirmed that the Constitution guarantees our fundamental right as individuals to keep and bear arms, and that the McDonald decision clarified that this applies to state laws as well. Both crucial decisions were decided by a single vote on the Supreme Court. Given the present makeup of the court, the next president will nominate, and the next Senate will either confirm or deny, perhaps as many as four new Supreme Court justices. With many loud and powerful voices declaring that the Heller decision was wrong and declaring that every opportunity will be made to overturn it during the next administration, the importance of pro-gun senators in office has never been more important. ➤ THE GUN CONTROL

LOBBY has never been better financed or as well organized against our industry as it is now. Some in the media characterize the struggle between gun control and individual rights as a struggle between David and Goliath. But, when you consider the billionaires dedicated to imposing their vision of gun control on you— not to mention the often igno-

rant, ill-informed media that seems to incessantly repeat inaccurate information about us—you have to question who is David and who is Goliath. Stay at home if you’d like on Election Day. And don’t bother informing your customers, family, friends, fellow hunters, shooters, collectors, and those interested in protecting their family about the stakes in this election and the likely consequences if the antigun forces prevail. That will help ensure an onslaught against our industry, the likes of which we have never seen. ➤ EVERY VOTE COUNTS.

Learn everything you need to know about who you’re voting for and where they stand on your Second Amendment rights by visiting NSSF’s voter education website, gunvote. org. The choice and outcome of every single election down to the state and local level deserves the greatest degree of sportsmen’s participation we have ever seen. The only real weapon we have in this fight is the vote of 100 million lawful firearms owners—and it’s up to all of us, and you, to get out that vote! #GUNVOTE

Steve Sanetti NSSF President and Chief Executive Officer

BY CHRIS DOLNACK, NSSF SENIOR VICE PRESIDENT AND CHIEF MARKETING OFFICER

U P D AT E

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

Think Hotel Scams Don’t Happen at SHOT? Here’s proof they do—and how to avoid becoming a victim of one

ach year we alert you to various hotel “deals” floating around Las Vegas, and each year we caution everyone planning to attend SHOT Show to keep a watchful eye out for these often seemingly legitimate offers.

I say “seemingly” because too many times, someone signs up for these too-goodto-be-true offers, only to find out upon arrival their reservation mysteriously doesn’t exist. Then they hear, “But, oh, we do have a room available, sir”—for as much as double what you thought you were going to pay. And then what are you going to do? You’ve gotten on a plane, flown hundreds or thousands of miles, and you’re standing at the hotel’s registration

on hotel rooms for another show related to our industry: “Do you want FREE EXTRAS when you come to the XYZ Convention? Send me an email and phone number. Right now for the low price of $XXX, you get up to 4 days/3 nights at a premium Vegas hotel (think Caesar’s or Wynn), complimentary show tickets for four to Jersey Boys or Blue Man Group, and a $200 dining card. And there’s more! We’ll also throw in a free 3 day/2 night getaway at one

Does that saying about “if it’s too good to be true” ring a bell? Sure, this could be legit—but I’d rather place my bet on the long shot at the Meadows. NSSF, ConvExx, and the Las Vegas Convention & Visitors Authority go to great lengths to make sure we have blocks of rooms in hotels across the city, for which we have already secured the best prices. To reserve your rooms, go to SHOTShow.org and click on the “Travel” heading

Too many times, someone signs up for a too-goodto-be-true hotel offer, only to find out upon arrival their reservation mysteriously doesn’t exist, but there is a room available for double the price.

desk. You also know there are two other shows or conventions in town, and that finding another room that doesn’t require you to drive in from Reno is one tough proposition. You’ve been had. For you doubting Thomases who think we make this up to hype “show hotel” rooms, here’s a post we ran across on Facebook recently promoting a “deal”

of more than 50 premium vacation destinations around the country, including 2 round-trip plane tickets. You need to be at least XX years of age and married, but all you and your spouse have to do is attend our two-hour presentation and bring your credit card. Message me now—it’s the best deal you’ll get!” Now, what if I told you the X’d-out price was under $500?

at the top of the page. The dropdown tab will take you to the show’s booking page, where you’ll be able to select from dozens of hotels. Dayby-day prices and shuttle transportation availability to the Sands are shown for each hotel, as well as the hotel’s star rating. Select the one that suits your needs and you’ll immediately be taken to the reservation booking page of

onPeak. If you’ve already made a reservation through onPeak and need to make changes, you can also do so at this page. One final note on hotels: As it has been in years past, Las Vegas will be packed to capacity during the week of SHOT Show because of several other concurrent trade shows. We encourage every person who plans to attend—exhibitors and their staff, media members, distributors, retailers, and range owners—to book their rooms now at the hotel most convenient to the Sands and suitable to their budget before they sell out. Rooms are available with prices to suit every budget level, from $38 a night at Excalibur to rooms in the low $300-a-night range for SHOT’s headquarters hotel, the Venetian/Palazzo. No, you won’t get a threeday weekend with airfare at a “premium vacation destination” as a bonus, and you’ll have to secure Jersey Boy tickets on your own. But when you book your room through our online partner onPeak, your reservation will actually exist when you show up at the hotel registration desk, and it will be for the price at which you booked it—and that’s the surest bet you’ll ever make in Las Vegas.

OCTOBER/NOVEMBER 2016 ❚ SHOT BUSINESS ❚ 17

U P D AT E

NSSF PARTNERS WITH NATIONAL SUICIDE PREVENTION ORGANIZATION

ith suicide accounting for nearly two-thirds of all firearms fatalities annually, the topic of suicide prevention deserves our attention. In recent years, NSSF has worked with the Veterans Administration, the State of Utah, and mental health agencies to help educate gun owners and the public on how to keep firearms safely out of reach of those who, during a period of despair, might decide to do themselves harm. Now is an appropriate time to broaden our efforts, which we have done in partnership with the American Foundation for Suicide Prevention (AFSP). Recently, NSSF and AFSP announced a partnership to embark on a first-of-its-kind national plan to build and implement public education resources

for firearms retailers, shooting ranges, and the firearms-owning community about suicide prevention and firearms. AFSP then provided more details on its four-state pilot program, which will involve firearms retailers and shooting ranges utilizing AFSP–NSSF jointly developed strategies and resources to provide materials to firearms owners about warning signs, prevention resources, and secure firearms storage options. Also discussed in the press release is AFSP’s Project 2025, an initiative to reduce the annual suicide rate 20 percent by 2025—an effort that NSSF supports. Experts say that suicide results from the culmination of several health and life factors, with the decision to act often being made in minutes. Keeping firearms securely stored puts space between the period of risk and the means to act, and

The first-of-its-kind national plan will implement public education resources for retailers, ranges, and gun owners.

sometimes that space can help save a life. You will be hearing more about AFSP and NSSF efforts in this area soon.

NEW FACES FOR RETAIL, RANGE ADVISORY TEAMS NSSF has added Ryan Burt to its Retail Advisory Council and Jeff Swanson to its Range Action Specialist Team. Burt is the CEO of Calibers Shooters Sports Center in Albuquerque, New Mexico. In the last seven years, Burt has guided the company’s growth to include three independent retail stores and an ever-evolving ecommerce website. This growth took the company from its original 10,000-square-foot facility with one classroom and a 16-position, 25-yard range to its current 47,000-square-foot footprint that includes two 30-yard .50 BMGrated ranges, 38 shooting positions, three classrooms, a Safe

Store–specific retail store, and a dedicated ecommerce department. To provide for additional expansion, Burt created a real estate subdivision for Calibers that provides for lease space on its properties. Burt serves as a voice for the industry as the host of the industry-exclusive “Caliber Sportsman Show,” a local ESPN radio broadcast. “We are very fortunate to have someone with the lifelong experience and passion for the shooting sports and hunting that Ryan Burt has,” said Patrick Shay, NSSF Director, Retail Development. “We’re looking forward to his fresh voice and innovative thinking.”

18 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2016

Ryan Burt (left) and Jeff Swanson have vast experience growing retail shooting businesses.

Jeff Swanson is an owner and co-founder of Wilshire Gun, an Oklahoma City–based full-service firearms retail and indoor shooting facility for handguns and rifles that includes shooting lanes to 101 yards, handgun, rifle, and full-auto firearms rentals, and an in-house café, among other ame-

nities. A lawyer with more than 20 years of experience in litigation and real estate and business development consulting, Swanson is also the Managing Member of NexGen Range Consulting. The firm provides a wide array of advisory services, including opportunity analysis, business plan formula-

tion, facility design and construction, organizational policy and procedure mapping, inventory management, retail design, merchandising, and branding. “We couldn’t be happier to have Jeff join our Range Consultant Team,” said Zach Snow, NSSF Manager, Shooting Promotions. “His knowledge of what it takes to create and maintain a successful and safe shooting facility will bring unprecedented value to our range members, particularly those in the startup stages.” NSSF’s Range Action Specialist Team helps current members improve facilities, and guides those seeking to establish new ranges.

“Don’t Lie” Campaign Enters Texas’ Midland-Odessa Region

s part of an ongoing effort to help prevent illegal “straw” purchases of firearms, NSSF and the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF) recently took their “Don’t Lie for the Other Guy” message to the Texas Midland-Odessa region. Billboard advertisements for the “Don’t Lie for the Other Guy” program were purchased by NSSF in key locations throughout the region, with the message, “Buy a gun for someone who can’t, buy yourself 10 years in jail. Don’t Lie

for the Other Guy.” The month-long campaign was launched July 11 at a presentation for the media at the Odessa police headquarters. Present at the event were representatives of the ATF Dallas Field Division, the U.S. Attorney’s Office for the Western District of Texas, the Midland Police Department, Odessa Police Department, Ector County Sheriff ’s Office, Midland County Sheriff ’s Office, Ector County District Attorney’s Office, and Midland County District Attorney’s Office.

The message: An illegal gun purchase will get you jail time and stiff fines.

More than 2.6 million weekly media impressions were delivered via billboards around the cities, while 2,000 thirty-second radio spots aired throughout the month on nine stations. Midland-Odessa was chosen for this special campaign by ATF. No

Updated Industry Reports Available NSSF has released its popular NSGA Shooting Sports Participation Report. This annual report, prepared for NSSF by the National Sporting Goods Association (NSGA), details U.S. participation in hunting and target shooting sports, revealing what’s hot and what’s not across nine shooting sports, with stats that include:

Industry Intelligence Report: Hunting and Target Shooting Participation. The report is available to both NSSF nembers and nonmembers; NSSF members receive a significant discount when they add this report to their members-only shopping cart at nssf.org.

SIGN UP TO RECEIVE NICS MESSAGES FFLs and their employees can receive emails pertaining to NICS system changes, outages, general updates, and more at fbi.gov/ nics-ffl. Those interested have the option to add their email address, request the email address on file be updated, or unsubscribe. An FFL number is required for any request.

CONFERENCE BREAKS ATTENDANCE RECORD

• Gender and age demographics • State-by-state participation breakdowns • 10-year historical data • Deep-dive analysis of the two biggest net categories, hunting and target shooting As a special incentive, those ordering the NSGA Shooting Sports Participation Report will receive a complimentary copy of NSSF’s

taxpayer dollars are being used. The program is funded in full by the firearms industry. “The firearms industry is proud of its longstanding cooperative relationship with the ATF and the entire law enforcement community by assisting them in their

efforts to combat the criminal acquisition and misuse of firearms,” said Lawrence G. Keane, NSSF Senior Vice President and General Counsel, during the Odessa press conference. “Don’t Lie” is a cooperative program between ATF and NSSF developed more than a decade ago to raise awareness about the seriousness of the crime of purchasing a firearm for someone who cannot legally do so. The program also helps ATF educate dealers so they can be better prepared to deter potential straw purchases.

The new shooting and hunting participation reports provide valuable data for retailers.

NSSF’s 15th annual Firearms Import/ Export Conference, held in early August, was the largest, most successful to date. More than 300 attendees heard presentations by ATF, the State Department, the FBI, and other agencies. Next year’s conference will be held on Aug. 2–4, 2017, at the Grand Hyatt in Washington, D.C.

© 2016 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business®, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permission. All other company and product names are trademarks or registered trademarks of their respective owners.

OCTOBER/NOVEMBER 2016 ❚ SHOT BUSINESS ❚ 19

U P D AT E

R E TA I L E R T O O L B O X

Is This Store Secure? A firearms retailer tells what he learned from an NSSF store security audit

arlier this year, NSSF introduced its Store Security Audit Program for retail FFLs, range operators, and manufacturers. As we reported in our June/July 2016 issue, those business owners who enroll in the program get an on-site visit from an NSSF Security Team expert, who will assess the facility’s current security program, evaluate areas of weakness, and suggest improvements. NSSF Member Ace Sporting Goods in Washington, Pennsylvania, recently took advantage of the new Store Security Audit Program. General manager Ben Romanoff, son of Ace’s founder and owner George Romanoff, was so impressed with the visit from security expert John Bocker that he wanted to share the experi-

ence with us. Here’s what he had to say. NSSF: What interested you in taking advantage of the NSSF Store Security Audit Program? BEN ROMANOFF: My dad’s the one who set us up for the Store Security Audit. We’ve taken advantage of several of NSSF’s resources

for retailers before, and been pleased with the results. But since store security is such a hot topic now, with many retailers on heightened alert, and because we’d never had such an audit before, we thought it was a really good idea to have this done. NSSF: Were there specific issues with your store that

Security practices and procedures vary from basic locks and gates to deterring vehicle crashes through storefronts in order to gain quick access to inventory.

20 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2016

you were concerned about or looking to improve? BR: Actually, no. We’ve been in business a long time— we’ll celebrate our 70th anniversary next year. And while our community here in Pennsylvania, along with technology and a wealth of things that affect the firearms industry, have all changed significantly over that time, so

B Y PAT R I C K S H AY, N S S F D I R E C T O R , R E TA I L D E V E L O P M E N T

have we as a store. We stock more than 4,000 firearms, and we’ve worked hard over the years to keep pace with trends in security technology and local crime trends that might jeopardize our facility. So while we didn’t think we had any major weak spot in our current security program, we are always looking for ways to improve everything we do, so we took advantage of the chance to work with an expert specific to retail security. NSSF: Tell us about your audit. BR: We honestly didn’t know what to expect, and part of that had to do with the fact that we didn’t have a full understanding of the breadth of John’s expertise. I’ll get to more of that in a minute. But during the audit, John first evaluated our store’s outside: the lighting, landscaping, and access points. He then combed the inside, noting how we stored our guns, customer access to various areas inside the store, how and where our 4473 and customer information was stored, cash register positions, and our closedcircuit television setup. We also talked about our policies of open and concealed carry in the store, and reviewed our procedures on making cash deposits. NSSF: Were there any surprises? BR: Yes, but not how you might think. In talking with John and in watching him interact with our floor staff and managers, we learned that he is an expert in reading body language and interrogation. An example he gave, and one he was able to demonstrate to us without the employee knowing he was part of an experiment, is

how most people who’ve stolen cash from an employer before will quickly duck their head and lose eye contact with you if you ask them if they’ve stolen money. It’s a subtle and fast thing, and something most would miss if you weren’t looking for it. Now couple that with the fact that John told us most employees who steal cash will lift a couple, five, or maybe seven dollars. Cash registers are often a few bucks over or under every night, especially when you have many employees using the same register. It’s just human error. So someone lifting a few dollars here and there would largely go unnoticed. But the effect, for the patient thief, is the same as a bigger cash theft that would immediately be noticed. It just takes longer to get there. That experiment that I talked about with one of our employees? Turns out there wasn’t anything to worry about. That quick ducking of the head and loss of eye contact is just something that’s part of the person’s personality. That person is a quiet sort, very polite and gentle, and reacts that way to just about any question of the sort that pings on their integrity and honesty. Still, the lesson wasn’t lost on us, and it really made us question the integrity of our key management. My dad and I, as a rule, generally place our full trust in someone whose last name is Romanoff. That doesn’t mean we don’t trust our employees, and we always perform due diligence when hiring. But no matter how good the employee or thorough the hiring process, it’s not the same level of trust that exists between my father and me. As John empha-

sized, there are a million ways people can steal from you, but the integrity of your staff is where you start in formulating your lossprevention program. We’re confident in the staff we have, but thanks to John, we now have some additional tools to work with in evaluating our current staff ’s actions and in hiring future employees. NSSF: Can you tell us about some of those tools? BR: I just mentioned key management, and that’s an area we’re looking at refining—issuing keys to important access points and alarm codes on a stricter need-to-have basis. The lesson on the few dollars missing here and there from a register opened our eyes a bit, too. We keep very little cash in the store, but on John’s recommendation, we have decided to adjust some of our policies and procedures for making cash deposits that will improve the safety of our staff. John also pointed out several other small things we can work on, such as having our staff check through the trash before we take it to the dumpster each night. Thieves, and sometimes the occasional employee gone down the wrong path, will often bury easy-to-carry items in trash cans—especially those in restrooms—then retrieve them at night after they’ve been tossed in the dumpster, so it’s good to check those bins for stashed merchandise. He also talked to us about pulling out cash receipts from the trash cans. Thieves will often look for those, then walk through your store, pick up the product listed on the receipt from your store

shelf, then proceed to the register for a “refund.” NSSF: Anything else you’d like to add? BF: John’s report gave us generally high marks, so there weren’t any big surprises to come from the audit. But just having it done and knowing exactly where we’re making the grade is great for our peace of mind on a topic you can never really be at peace with. Security is always on your mind, but it is good to know that we’re doing so much right. John did remark on several areas of improvement and remedies for them, but these wander into bigger budget solutions. We’re looking at them for future improvements as the ability to make those investments occur, but at least we know now that we have no big hole in our security program that puts us at a higher risk for loss. In light of that, I’d urge any retailer, range owner, or manufacturer— anyone who keeps an inventory—to take part in this audit.

NSSF’s Store Security Audit Program is available only to NSSF members. For more information on the program or to schedule your audit, contact Patrick Shay, NSSF Director, Retail Development, at pshay@nssf.org.

OCTOBER/NOVEMBER 2016 ❚ SHOT BUSINESS ❚ 21

FYI

B Y R O B E R T F. S TA E G E R

Going direct-to-consumer required Proís to make fundamental changes in how it sells its products.

Parting Words Proís is leaving retail behind to pursue a direct-market strategy. Here’s why

hanks to factors both large (a changing global economy) and small (the hurdles of selling a niche product), longstanding relationships between retailers and manufacturers are being tested in every industry. Among outdoors manufacturers, companies like Maven, Kuiu, and Proís are leaving retail sales behind in favor of marketing directly to their customers. Kirstie Pike, CEO of Proís, has some insights on why the retail relationship ultimately didn’t work for her company, and why Proís is heading for the door.

First, a little history: In January 2008, Proís (the name’s Gaelic for “prowess”) launched its line of high-end women’s hunting apparel at SHOT Show 2008. The company grew quickly from there. Within a few years, Proís product was in all the big-box stores—and the trouble began. “We just about lost everything. The big-box stores are driving so much of it,” says Pike. “Working in that model almost decimated this small company.” A small company like Proís didn’t have the capital to cover the huge production demands. Pike took the setback as an opportunity to reassess her company strategy. Off the bat,

she recognized some hard truths. First off, mismerchandising was a constant problem. “Nobody loves your product more than you do, and nobody cares more than you how it’s sold,” she says. “A lot of times, especially in big-box stores, they would put us right next to the women’s camo lingerie. It’s kind of hard to sell a $400 jacket right next to Wilderness Dreams panties.” Another problem was inventory control. “Big dealers would sell us out on eBay or Amazon, undercutting us and our other dealers,” says Pike. Pike saw one way out, a drastic move: Proís began managing (and selling) its own inventory

22 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2016

Proís now markets in a completely different way.

directly to consumers. “We had great relationships with a lot of retailers,” she says, but flying solo had too many advantages, including higher margins, small-

er runs, and the flexibility to offer better customer rewards. “We basically had to restructure the entire business,” says Pike. Employees found themselves in new jobs with new challenges; dealer-relations people moved into to direct sales. Part of the fit problem with big-box stores was coming to grips with the true size of the women’s hunting market. “Despite the hype, it’s not as big as everybody wants to believe it is,” says Pike. “It’s maybe 15 percent of the market, tops. And you have to do the same amount of marketing to get maybe 15 percent of the eyeballs looking at you.” Many retailers, perhaps understandably, looked at those numbers and couldn’t justify devoting the attention to that market over the other 85 percent. But for Proís, connecting directly with that market is Job One. “Finding ways to grassroot market to women is unique, and that’s one thing our company does a really good job of,” says Pike. Thanks to these efforts, the company is bouncing back. “We came out ahead last year, actually. This year we’re up about 20 percent.” And retailers interested in carrying Proís product haven’t been left completely out in the cold. The company is still fulfilling orders for independent dealers who understand (and make their peace with) the new strategy. “We’ve had a couple of new dealers contact us, and we’re very honest with them: ‘This is what we’re doing; we want payment up front, we’re not going to do terms, and we can’t guarantee refills,’ ” says Pike. “We’ve had dealers who are fine with that.” In the meantime, Proís is pursuing a marketing strategy that relies largely on social media, word of mouth, e-mail blasts and targeted advertising, and boots on the ground, what Pike calls her “crazy army of women.” It’s a force to be reckoned with.

THANKS FOR THE RIDE The iconic Winchester brand celebrates 150 years of legendary excellence in 2016—a historic milestone representing a steadfast commitment to the hunting and shooting sports traditions and future generations of sportsmen. Thank you to our loyal customers who’ve trusted us in the great outdoors, at the range, on patrol and in combat. A world leader in delivering innovative products, Winchester is The American Legend, a brand built on integrity, hard work and a deep focus on its most loyal customers.

JOIN US AS THE LEGENDARY RIDE CONTINUES.

winchester.com/safety f irst © Olin Corporation 2016

FIRING LINE

B Y P H I L B O U R J A I LY

Benelli’s 828 U is an over/under like no other. Though it weighs less than 7 pounds, recoil is not an issue.

Radical Departure Best known for semi-autos, Benelli gambled that it could build an appealing over/under as well

ast summer I got to help put Benelli’s new over/under, the 828U O/U, to a different kind of test: three days of mixed-bag shooting in Uruguay. The 828U performed in the duck blind, the uplands, and the dove field. It carried easily and handled quickly when we hunted perdiz over English setters; it shot in the marsh even after taking a serious mud bath; and it easily digested a couple of cases of shells on afternoon dove shoots without a malfunction.

The 828U is performing well on dealers’ shelves as well, following its introduction last year. The gun represents a radical departure for a company known for semi-autos, and the gamble seems to be paying off. In Uruguay, I asked Benelli product manager George Thompson why Benelli chose to make an O/U. “Benelli has a 40 to 45 percent segment of the semi-auto market,” he said. “It’s easy to grow from 5 percent to 10 percent, but it’s hard to go from 40 to 45 percent to 45 to 50 percent.” However, Benelli had capacity in its factory to make more guns, Thompson told me, so they needed to increase production. Making more semi-autos wasn’t the answer. “We looked at centerfire rifles,” he said, “but the trend to cheaper rifles

doesn’t fit with the Benelli brand. We knew we could make an O/U with unique features at a price that competes with Brownings and Berettas.” In true Benelli fashion, the company’s designers and engineers made sure their O/U was different from any other. The result was the 828U. The gun has a distinctive Benelli look and the hallmarks of light weight and innovative design. The alloy receiver joins the stock in such a way that you can easily change the important stock dimensions of drop and cast with the included shim kit—a first in O/Us and a huge selling point. It took me about five minutes to change the cast on my gun from right-

24 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2016

handed to left-handed. That alloy receiver, combined with a carbon-fiber rib, shaves the weight of a 12-gauge 828U with 28-inch barrels to a mere 6½ pounds. The engineers addressed the downside of a lightweight 12-gauge, excessive recoil, by fitting Benelli’s Progressive Comfort recoil reducer into the stock. Progressive Recoil features a number of flexible interlocking fingers (think of the teeth of two combs stuck together) that bend under recoil, dampening the shock and vibration. The system works, though nothing can repeal the laws of physics. Despite the lightweight receiver, the 828U action is strong because lockup is

achieved with a steel plate that engages into the gun’s monoblock, a system found on some German single-shot rifles. It’s a very strong action and should last forever. The ejector system, though, is just plain strange. Tiny buttons protrude through holes in the chamber, and when the hull expands upon firing, the ejector trips. It works, though; the six guns in our group recorded no failures to eject nor any other kind of problem over the course of several thousand rounds in the field. As a bonus test, I fell in the mud with my gun broken open, clogging the action with muck. I wiped it out as best as I could and went right back to shooting ducks without a hitch. SRP: $2,499, black receiver; $2,999, engraved silver receiver. Both grades have AA walnut. (benelliusa.com)

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clerk asked what experience I had with handguns, what my expectations were, and, most important, he got straight to the point by asking what I wanted to spend. This allowed him to suggest a dozen handguns for me to consider, which he began to show me with lightning speed. He was quick to point out options in size and calibers, and he laid out the pros and cons of each firearm (e.g., weight, magazine capacity, and ability to use accessories). This particular shop carries used as well as new handguns, and some of the used options were in excellent shape and priced quite reasonably. STORE B

Getting Personal Near Detroit

ometown cars from Ford, GM, and Chrysler still outnumber imports in Michigan, but when it comes to personal defense handguns, most shops in the Great Lakes State offer a mix of American-made and the classic European brands. It was easy to find options from Smith & Wesson and Springfield Armory alongside Beretta and Glock. In addition to having a wide selection of handguns, southeast Michigan’s gun shop clerks are really up on the latest thing.

STORE A

FULL SERVICE ➤ My

first stop was a local independent shop located on a secondary drag in a small strip mall that mostly caters to sport

shooters and hunters. And yet this shop also had a solid selection of personal defense handguns in stock. Even with a halfdozen other customers in the shop on a weekday afternoon,

26 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2016

a clerk greeted me as I walked in and immediately asked if I need help. Within a minute we were going over my options for a personal defense handgun. The

➤ This sporting-goods retailer, which seems to stock everything from basketballs to archery supplies, is located off a main drag in a strip mall. It’s not exactly inviting from the outside, and even the parking lot has seen far better days. However, if you can manage to get through the rather dingy aisles that seem disheveled and disorganized, you’ll actually find a small but rather well-stocked gun department. The retailer carries a number of long guns, but also offers three full display cases devoted to handguns. That’s the good news. The bad news? The stock favored Berettas and Smith & Wessons over other models. This retailer doesn’t have a ton of people working at any given time, so it can be hit or miss if anyone is actually at the gun counter. Fortunately, on my visit there was someone there.When it came time to assist me, the sales associate was able to switch gears from athletic clothing to firearms without missing a beat. He was knowledgeable about the guns they had in stock and made good suggestions, including that a Glock’s trigger safety might not make it the

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UNDERCOVER SHOPPER

best option for a less-experienced shooter. STORE C

OFF THE MAIN DRAG ➤ This

small family-owned shop off the main drag also is lacking in charms, but it has been a staple in the community for decades. It also offers the only indoor range in my neck of the woods. On my weekday afternoon visit, only one clerk was working, and she was a tad overwhelmed helping custom-

ers purchase ammo and pay to use the range. When there was finally a lull, she immediately offered her assistance, and she totally understood my needs in seeking a personal defense sidearm. Despite the size of the shop and its lack of aesthetics, it was still reasonably well stocked, offering a good mix of Springfield, Glock, Beretta, and S&W handguns. She also suggested that for my wife, a 9mm would be a better way to go than a .40 caliber.

STORE D

A BIT OVERWHELMING ➤ This large outdoor retailer had a great selection, but it took more than 20 minutes before someone was able to finally help me on a late-afternoon weekday visit. The “take a number” system did allow me to browse near the firearms section without losing my place in line. However, it did seem at times that more than one employee was spend-

ing far too much time gabbing with some customers about non-store-related issues. When a clerk was finally able to help me, he was quick to answer questions, offered a lot of advice, and even shared some opinions on his likes and dislikes of particular handguns. The shop had the largest selection of the four stores, to the point where it was a bit overwhelming. Unfortunately the clerk didn’t try to narrow it down by price or caliber.

How’d They Do? Customer Service

Product Knowledge

Product Availability

The clerk offered opinions on each and every gun he showed me.

The selection was solid, and this retailer even had some used options.

This store had one clerk who had to deal with multiple customers.

The clerk didn’t miss a beat going from general sporting goods to firearms.

There was a good selection of personal defense handguns, but it did seem limited toward two brands.

This store had only one clerk working and she had to deal with everything—and I mean everything.

The clerk knew her stuff. She understood the needs of a female shooter and suggested I return with my wife.

The store had a decent selection.

STORE

The clerk was quick to help as soon as I entered the store.

STORE

Even with several employees working, there was a considerable wait to be served. STORE

The clerk knew his handguns and answered most questions that were thrown his way.

SCORING SYSTEM: Outstanding:

28 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2016

Winner: STORE

This retailer had the largest selection, including some used handgun options.

Very Good:

Average:

The personal touch made the difference, and the clerk understood my needs. He was quick to narrow down a price range—something the other shops didn’t do—and the selection of personal defense handguns was enough that I had more than a few options. The store’s original motto was “We aim to please,” and that they did. Michi-Gun 31516 Harper Avenue St. Clair Shores, MI 48082 586-296-2360 michigunand tackle.com/

Fair:

Poor:

LIGHTNING CAN

TWICE.

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F i r e a r m s r e ta i l e r s w h o a l s o s e l l k n i v e s c a n g a i n a s t e p on the competition

B y C h ri st o p h e r Co g l e y // Photos B y Ju sti n A p p enzeller

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is No secret that firearms retailers inhabit a highly competitive world ruled by razorthin margins. That’s why smart retailers have also invested in knives. Because knives offer significantly higher margins with significantly less hassle, they have the potential to quickly increase your store’s overall profit. Knives also take up a lot less real estate, so you can stock more product in far less space. “One of the most obvious benefits of selling knives in your store is that they provide a much better margin than guns,” says Lynn Thompson, founder and president of Cold Steel, Inc. “You might get 20 percent on gun purchases, but with knives, you can expect to get 60 to 70 percent. That’s significant.” That margin also takes a lot less of your sales associates’ time to achieve because, unlike with gun sales, selling knives typically doesn’t require mountains of paperwork to fill out, file, and store. Thompson also likes the economics behind knife real estate. “Your investment in shelf space is significantly smaller with knives. And because of the margins, that shelf space suddenly becomes significantly more profitable, especially when you consider how many knives you can fit in the same space as one handgun,” he says.

Kni ves 2016

C R K T The blade of the Ruger-branded Accurate drop-point is made with 8Cr13MoV steel. The knife has a full-tang with rubber over-molded handles.

“For many of our retailers, knives are the most profitable category in their store.” But this profit doesn’t just come out of thin air. You must be willing to give your sales associates the tools they need to successfully sell those knives on a consistent basis. “It all starts with the display,” Thompson says. “The time you spend on your display case will always come back to you in the form of increased profit. If you display knives correctly, they will sell every time.” Thompson also stresses that the quality of your display depends on the quality of the knives you put in it. “You can fill your counter with cheap knives, but for the same space you could offer your customers really good knives.” And though those “really good knives” will deliver the higher margins you’re seeking, keep in mind that it’s just as important to match the customer to the correct knife. “There have been times when I’ve actually talked someone out of an expensive knife because I knew it wouldn’t do what they needed it to do,” says Nick Thomas, the knife buyer for Ashland,

Ohio–based Fin Feather Fur Outfitters. “But those same people are still coming into my stores five years later and asking me for advice on which knife they should buy next because they trust me.” That kind of trust comes not just by knowing your customers, but by knowing the product. “Education is key,” Thomas says. “If you can get a guy on the floor who loves knives and knows knives, you’re going to sell knives. In fact, you’re going to sell a lot of knives.” Although the passion for knives might come naturally to many of your sales associates, a comprehensive understanding of the different kinds of metals and edges and forging processes can often be overwhelming for even seasoned veterans of the knife industry. To help keep his sales staff educated on the basics of knife anatomy as well as the latest industry developments, Thomas says his employees routinely participate in inhouse training sessions offered by Benchmade and several other knife manufacturers. “A lot of people don’t understand the benefits of carrying a

Kni ves 2016

$200 knife, and if you’re going to have any chance of selling them that knife, you have to make sure your sales associates know what those benefits are,” Thomas says. “An educated sales associate is going to sell more knives than a non-educated sales associate. It’s as simple as that.” Your sales associates’ education shouldn’t stop with a basic knowledge of the features, however. By making sure they have the practical experience to carry their knowledge to the next level, it will make all the difference in their ability—and their desire—to sell knives. “My employees own the knives we sell,” says James McAnelly, owner of Kentuckybased Elizabethtown Gun & Sporting Co. “They use them every day and in the field, and that makes selling them easy because all they have to do is tell their own stories about the knives. It’s the best endorsement you could possibly have.” That personal connection is also what can help you separate your small brick-and-mortar shop from the online megastores that will always be able to undercut your prices. “The online stores can’t tell

the story,” McAnelly says. “Experience is the best seller, and people are usually more likely to trust someone they can look at face-to-face.” Even so, it’s hard to escape the fact that you will inevitably have those customers who come into your store, pull out their phone, and show you how they can get the knife online for significantly less than you’re selling it for. And while you might not be able to counter every determined penny-pincher, you do have some distinct advantages that can help you close the deal more often than not.

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“You already have them in your store, and they obviously are interested in the knife, so now all you have to do is discuss price,” Thompson says. “Because of the margins that you’re getting with knives, you can sometimes match online prices when you add in the shipping costs. But even if you don’t make the margin, you’re still creating a customer who will likely come back and buy from you again.” And that might just be the biggest benefit of selling knives. “The most important aspect in business is your cus-

tomers,” McAnelly says. “Once I get them in the door, I certainly don’t want to send them down the street to my competitor, so I try to make sure and get them the tools they need to make their time in the field more enjoyable. I know if I can do that, there’s a good chance I’ll get them back in the door again.” That prospect is even more likely when you consider the one over-arching truth that has been undeniable from the time man first sharpened stone—it is fundamentally impossible for anyone to ever have too many knives.

Browning The assisted-opening Black Label Stacked Deck tactical knife has a VG10 steel blade mated to a machined titanium handle.

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Figuring out which type of knife a customer needs is easier when you break down product lines into four basic types

By C h ri st o p h e r Co g l e y // Photos B y Ju sti n A p p enzeller

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nives come in a seemingly infinite array of sizes and shapes, both of which affect functionality and, ultimately, customer appeal. To streamline the process of matching the customer to the knife that best suits his needs, think of this broad product category as a storage bin with four sections—hunting, tactical, everyday carry, and collectibles. The job of your sales associates is to ask questions that help them determine from which section of the bin they should pull a product.

Spyderco The thin trailing-point 4.82-inch blade made of CPM S90V steel and a simple-yet-ergonomic G-10 fulltang handle make the South Fork a good general-purpose knife for outdoorsmen.

Hunting “Hunting knives are more

use-driven than any other knife type,” says Chris Cashbaugh, marketing director for SOG Specialty Knives and Tools. “When it comes to hunting knives, there’s more emphasis on function because the customer is buying it for a very specific purpose.” The first step toward effectively selling hunting knives is to figure out what that purpose is and demonstrate how the knives in your case are best suited to accomplish that task. It’s important for sales associates to understand which knives are designed for the various aspects of hunting and be able to speak intelligently on topics such as the attributes of an effective skinning knife for big game versus the character-

Benchmade Crooked River models feature the innovative AXISlocking mechanism as well as a clip-point blade.

istics that are more suited to caping or quartering, or even breasting waterfowl. Aside from the knife’s size, shape, and design, much of the functionality of hunting knives comes down to the one element that isn’t necessarily obvious by looking at it. “One of the most important aspects of selling any knife is the ability to understand steel types and why price points vary so much even if the knives look similar,” says Diane Carver, Browning’s knife and light product manager. “That ability is even more important when it comes to selling hunting knives.” Because hunters view their knife as a tool that they will call on to perform a very specific task, and they need it to be able to handle that task quickly and efficiently in conditions that are often less than ideal, it’s important to explain to them how the different types of steel are designed to be more effective in different situations. “Most knife customers are

interested in shape, usage, materials, and blade steel once they realize their purpose,” says Joyce Laituri, public and media relations director at Spyderco. “From there, it’s relatively easy to see how one model suits them more efficiently than another.” With the wide variety of steel types that are available today, it can often be overwhelming for sales associates to keep up with the latest introductions, but most reputable knife manufacturers are happy to provide training on steel types and knife design for retailers who request it. “Insufficient knowledge or understanding of the product can be stifling when you’re trying to make that connection to the customer that will lead to a sale,” says Derrick Lau, Benchmade’s public relations and communications manager. “Knowing this, Benchmade Knife Company has implemented a wide array of resources for retailers, including online product training, in-store product

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Spyderco The fixed-blade Proficient has a 4-inch CPM S90V blade mated to a carbon-fiber handle. The blade delivers superior edge retention.

training, a dealer portal, and even physical collateral.”

Tactical “With tactical knives, the type of steel generally isn’t as important as it is to customers who are looking at hunting knives,” Carver says. “And that’s simply because tactical knives typically aren’t used and sharpened as much as are hunting knives.” Although most tactical knives are made with functionality at their core, that isn’t necessarily the aspect that appeals to the majority of consumers who come in looking for a tactical blade. “How the knife fits in the customer’s hand is certainly important,” Cashbaugh says. “But tactical knife sales tend to be driven more by style and looks than by functionality.” The reality is that most tactical knives are very rarely—if ever—used. They are, however,

a statement of the customer’s values and beliefs, an extension of his personality, and as such, they tend to be more of an emotional purchase than a hunting knife is. That doesn’t mean, however, that practicality doesn’t come into play. “One of the most important considerations with a tactical knife is the sheath,” Carver says. “Knowing where the customer is going to carry the knife so they’ll be able to get to it when they need it will tell you which sheath will work best for them. From there, it’s usually not too tough to find the right knife.” Tactical knives provide peace of mind for the people carrying them. They want to know that the knife will be there and be ready if they ever need it. Show them how a particular knife’s shape, design, blade material, and carry options can give them the sense of security they’re looking for, and it’s a safe bet

you’ll see more tactical knives walking out of the store on the hips of your customers.

Everyday Carry No knife category is as broad or diverse as the everyday-carry category, and the reason for that is simple—no other knife customer is as broad or diverse as the one who comes in looking for an everyday-carry knife. “With everyday carry, it really comes down to what appeals to the individual customer. And all too often, what appeals to the individual customer usually comes down to price,” Carver says. “Browning tries to always have a wide variety of price points in our everyday-carry offerings, and that’s what retailers need to do, too, so they can be sure to have an option ready for everyone who walks in the store.” That’s because the reality is that all of the customers who

SOG The Kiku folder was designed by Japanese tactical-knife designer Kiku Matsuda. The blade is AUS-8 stainless steel and the handle is micarta linen.

C R K T Ruger-branded knives are built by CRKT. This Two-Stage tactical folder features a 4-inch black tanto blade.

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S H O T B U S I N E S S O C T. / N O V. 2 0 1 6 walk into your store can use an everyday-carry knife— whether they realize it or not. And the best way to demonstrate that fact is by first understanding the person on the other side of the counter. “Ask questions,” Lau says. “If the customer has a favorite hunting knife, simply asking him what he likes about that particular knife can assist you in steering him to a knife in another category that may have similar characteristics, or perhaps even more enhanced characteristics.” When you figure out what category of knife the customer is familiar with, you will have a better idea of what qualities are most important to him. And, because you have a diverse selection of everyday-carry knives in your case, you can easily direct the customer to a selection of knives that have the characteristics you know will appeal to that particular person. “A hunter can certainly appreciate a sharp tool when field dressing, and translating that into everyday use is not a far leap,” Laituri says. The same is true for customers who prefer tactical knives and are more likely to gravitate toward an everyday carry that has more tactical characteristics or a collector who leans toward a more classical style of a gentleman’s pocketknife. Sometimes, however, when it comes to everyday carry, it’s also a little bit about the bling. “Everyday carry almost

W.R. Case This old-line made-in-the-USA manufacturer specializes in collectible and limitededition models.

Kni ves 2016 becomes a fashion statement—especially for guys, because we only have a couple of things that we ‘accessorize’ with,” Cashbaugh says. “A knife becomes a reflection of a guy’s style. It’s something he wants to show off.”

Collectibles “The first—and biggest—

difference in the collectibles market versus hunting or everyday carry is that the scope and breadth of products offered is much different,” says Fred Feightner, consumer marketing and communications manager for W.R. Case & Sons Cutlery Co. “For instance, when Case produces its Limited XX Edition knife series, it typically includes anywhere from 6 to 10 individual patterns. Case will offer single knives of each pattern for collectors, but they’re also accepted by those who carry knives every day. At the same time, we might offer the more hardcore collectors a complete mint set of these knives that bear special embellishing, serialization, and packaging. We try to mix things up a bit to keep the collectors active and engaged in the hobby. It’s what they want that truly drives the collectible offerings.” Collectible knives are attractive because they offer something special that sets them apart from the other knives in your counter. Some of these differences might be minor, but others are extremely important to the collectors who know their trade. Just as in every other knife category, sales associates need to understand what traits are most valuable to the customer and be able to point out those character-

istics to both the educated collector as well as those who are new to the hobby. “The history is important, like our tang stamps, which help enthusiasts determine when almost any Case knife was manufactured,” Feightner says. “People also need to be reassured that the brand is here to stay, so we impress upon them our strict quality standards that are a result of more than 127 years of knifemaking experience.” Although experienced collectors might know exactly what traits to look for in a collectible knife, it’s important to provide novices with a foundation of understanding upon which they can build. Encourage them to research collectible knives and figure out which features make a knife increase in value over time. At the same time, though, it’s also important to realize that the characteristics that the collectible market holds in the highest regard might not necessarily be the traits your customer values the most. “It’s best to get to really know your consumer’s preferences before trying to sell him a knife he wouldn’t choose to buy for himself,” Feightner says. As with each of the other categories, getting the right knife in your customer’s hand starts by understanding the customer. “It all really does circle back to asking the customer questions,” Lau says. “Knowing what the customer needs out of the tool and knowing what tasks the tool will be used for helps you hone in on the product that will best serve the customer’s needs, regardless of the category.”

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Kni ves 2016

The Norse Way The design philosophy o f S c a n d i n av i a n k n i v e s a l l o w s a r e ta i l e r t o offer something c o m p l e t e ly d i f f e r e n t

By D a v id E . P e t z a l

Two Styles Helle (left) adheres to traditional design, while Morakniv takes a more modern approach.

PHOTO CREDIT

P h ot os By J u st i n Ap pe n ze lle r

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s there a Norse knife in your future? Probably. Because the United States started as a yowling wilderness in which a knifeless man would soon be a lifeless man, our country has always been slightly nuts about knives. We have our own thriving cutlery industry, make our own fair share of cutlery steels, and have something on the order of 3,000 custom knife makers who will hammer you something really fancy if you want it.

But American knives are not the whole picture. Scandinavia has—for 1,000 years or more—turned out its own very distinctive knives, all of which are at least very good, and in some ways better than ours. Also, they sell. Of the Scandinavian cutlers who have made it over here, Morakniv and Helle are probably the best known. Morakniv is Swedish and Helle is Norwegian. Finland’s most familiar knifemaking name is Marttiini. It owns Rapala, best known for its fillet knife— which has been around so long and is so popular that most people probably think of it as American—but recently branched out into hunting knives as well. Scandinavians have developed a philosophy of knifemaking which states that if something has worked for 10 centuries, it doesn’t need to be changed. Because, as the Vikings put it, you dance with who brung ya. As a result, Scandinavian knives omit features that are almost universal on American knives and incorporate others that we hardly ever see. Rambo would not carry a knife from northern Europe. The typical Scandinavian belt knife is small, with a blade of 3 to 4 inches. The one exception to this is the Finnish leuku (lee-ooo-koo), which is what we call a camp knife. It’s a big knife (though not a heavy one), with a 7- to 9-inch blade,

which Lapplanders use for butchering and chopping firewood. Scandinavian knives do not have hilts. Their makers view a hilt as unnecessary on a knife with a correctly designed handle; they also believe the hilt is something that interferes with the making of a properly designed sheath. Finnish, Norwegian, and Swedish knife makers also don’t believe in straps with snaps that can be cut through or pop open. They make pouch-style sheaths that swallow the knife except for an inch or two of handle. Most of these sheaths don’t ride rigidly fixed to a belt; they have big loops, attached to rings that allow the sheath to move with you. Handles are, for the most part, wood, and of that, birch burl is the favorite. It’s cheap and durable, and will not cause you to yell in pain when you grasp it in really cold weather. Morakniv, in some of its more modern lines, has gone in for

synthetics, but the basic handles are wood, some of them dyed red. Helle uses contrasting disks of wood or wood and antler; its handles are distinctive and quite beautiful. In steels, the Scandinavians have us beat. Sweden, in particular, has had a highly advanced steel industry for years. Swedes not only produce very high grades of the natural metal, but also their own dedicated knife steels. They work in laminates of stainless steel and of tool steel, and in stainless that is better, by and large, than anything we have. Many American knives, especially the less expensive ones, employ the 440 series stainless steels: 440A, 440B, and 440C. About the kindest thing you can say about this trio is that they’re resistant to rust and that factories, with factory-sharpening equipment, can get a fair edge on them. (A California cutlery company that specializes in knives

Recent Entry Rapala, best known for its fillet knives, has also moved into the hunting market.

for Special Ops personnel was asked to make a number of knives whose blades would fail in use so the people who were training with them would learn how to cope if it were to happen. Their choice for a guaranteed-to-fail steel was 440C.) But once that edge is gone, and it will depart pretty quickly, very few of your customers will be able to get it back. The large number of outdoorsmen who claim they can’t get an edge on a knife is probably due to the large number of 440 series knives out there. Not so with the Scandinavian knives. They all come with razor edges, and they can all be resharpened with ease. There are no choils on Scandinavian knives. The choil is the cutout on the cutting edge just ahead of the handle. Descendants of the Vikings regard a choil as a waste of cutting edge. There are no fullers (lengthwise grooves in the blade), either. Although some Scandinavian knives can have impressive price tags, most of them are remarkably inexpensive for what you get. A great many of the Morakniv models sell for under $20. The most expensive knife the company offers—a survival model with a hightech sheath—goes for $115. However, most of the prices you see in all three lines run from $30 to $80, with more on the $30 side than the $80.

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A s t h e m a r k e t e x pa n d s , t h e k n i f e industry is responding with a huge assortment of knives for all purposes

By C h ri st o p h e r Co g l e y

seems the concept has finally caught on. There was a time when the only people who carried knives on a regular basis were military and service personnel or ranchers and outdoors enthusiasts. But more and more people in small towns and big cities across the country are beginning to see the benefit of carrying a quality, reliable knife with them everywhere they go, and the offering of new knives at the 2016 SHOT Show proved that the knife industry is responding to that demand with an increased assortment of everyday-carry options that meet the needs of a wide range of consumers. In addition to the new tactical and outdoors knives that were launched this year, nearly every major manufacturer has released at least one new folder with a 3.5-inch blade, which seems to have become the go-to size for everyday-carry knives. And while the sizes might be relatively standard, there is definitely nothing uniform about the selection. From different handle materials and improved locking mechanisms to modern designs and new blade treatments, there have been so many new features released this year that itâ&#x20AC;&#x2122;s a safe bet that even those enthusiasts with the most complete collections will be able to find a new reason to clip a knife into their pocket every day.

Kni ves 2016

Boker The Plus

JUSTIN APPENZELLER

Scoundrel features a solid titanium handle.

Boker USA

that keeps the 3.18-inch VG-10 blade from overextending.

Boker has added three new

(bokerusa.com).

elegant and effective folders to its collection of high-quality knives. With a 2.55-inch blade and 6.75-inch overall length, the Davis Hunter II Backlock was designed by W.C. Davis to be a smaller version of the Davis Hunter, with a satin-finished CPM S-30V blade and a backlock mechanism copied from its big brother. SRP: $239. Boker has also released a smaller version of its Kwaiken Titan. The Boker Plus Kwaiken Mini Titan features the same VG-10 blade and titanium handle wrapped in a sleek, modern package that has made the original such a popular everyday carry, but the Mini puts all that functional design into a knife with a 3-inch blade and 7.25-inch overall length. SRP: $189.95. For the more aggressive customer with a taste for titanium, Boker has released the Boker Plus Scoundrel, designed by American Bladesmith Society Master Smith Steve Kelly. With an SRP of $199.95, the Scoundrel features a solid titanium handle with a Hinderer lock stop

Browning Thirty-five new knives join Browning’s hunting and Black Label Tactical lines. The new Overtime knives for hunters include 3 3/8-inch D2 highcarbon-steel fixed blades designed for skinning and caping. Both models feature a handle with laminated G-10 scales and include a leather belt sheath. SRP: $114.95. The Hell’s Canyon Speed has a 3.5-

S H O T B U S I N E S S O C T. / N O V. 2 0 1 6 inch fixed blade made of ATS stainless steel with a carbonfiber insert. With an overall length of 8.75 inches, the Hell’s Canyon features an aggressive, minimalist design with a droppoint blade and comes with a polymer belt sheath. SRP: $79.99. For tactical customers, Browning is expanding its Black Label collection with two new versions of the Stacked Deck folding framelock knives. Both the modified spear point and tactical wharncliffe versions feature 3.5-inch VG-10 stainless-steel blades and sculpted matte titanium handles. SRP: $179.99. Browning’s new Pandemonium Full Auto knife features a 3.5-inch modified tanto-style blade made of 440 stainless steel with fully auto deployment. The U.S.made Pandemonium features checkered black G-10 scales on the handle and has an overall length of 7.75 inches. SRP: $309.99. (browning.com).

Buck The much-requested inter-

changeable blade knife from Buck is finally back this year with the introduction of the 550 Selector 2.0. Originally

Buck The 550 Selector 2.0 uses three interchangeable blades (made of 420HC heattreated steel) for maximum versatility.

Coast The DX318 is an everyday-carry folder that features a 3.75-inch 7Cr17 stainless-steel partially serrated blade.

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Kni ves 2016 leatherman The compact Signal MultiTool has been designed to provide an assortment of essential survival tools in one convenient package.

launched in 1990, the Selector developed a huge fan base because of its practicality and ease of use. The Selector 2.0 is based on Buck’s Open Season hunting line and includes an interchangeable drop-point, partially serrated drop-point, and gutting blades that are all made from 420HC steel and heat-treated with Buck’s patented process. SRP: $125. Buck has also released a new set of throwing knives this year. The 073 Kinetic Series was originally created in 2005 at the request of Chuck Buck, but it was never introduced into the market. Now, after extensive testing and a few refinements, these blades are finally available. Made from Buck’s signature 420HC steel, the knives are well-balanced for throwing and have an overall length of 9 7/8 inches. The throwing knives have an SRP of $95 and include a genuine leather sheath. (buckknives.com).

Camillus A new family of folding

knives designed by legendary knife makers Grant and Gavin Hawk have glass-filled nylon handles with aluminum accents and feature blades made from carbonitride titanium, which is reported to be 10 times harder than untreated steel. The Heat has an overall length of 8 inches and an SRP of $49.99; the Wildfire is 7.25 inches long and has an SRP of $46.99; and the Sizzle is 6.5 inches long and has an SRP of $44.99. Camillus has also released the new M-13 machete, which has a stylized 13-inch full-tang titanium blade complete with a gut hook. SRP: $39.99. (camillusknives.com).

Coast The line of popular rubber-

ized handled knives that Coast released last year is getting a welcome addition with the introduction of the DX318. The everyday-carry folder features a 3.75-inch 7Cr17 stainless-steel partially serrated blade housed in the trademark handle, with a comfortable

TPR grip. The DX318 has a new feature, however, in the double-lock mechanism, which adds an additional level of safety and security. SRP: $25. (coastportland.com).

Columbia River Knife & Tool This year CRKT has released its new Ruger Collection of hunting, tactical, and everydaycarry knives. Included in the offering is the Go-N-Heavy tactical folder, which is available in a standard version with a 5-inch blade and a compact version with a 3.5-inch blade. Both varieties feature an 8Cr13MoV blade and a stylized black hard-anodized aluminum handle. SRP: $99.99. The line also includes two versions of the Accurate fixedblade knife, designed for outdoors enthusiasts. Both the drop-point blade and the rising-point blade versions are made with 8Cr13MoV and feature full-tang construction with rubber over-molded handles. SRP: $99.99. CRKT has

Puma The Nomad Stag is a handmade 440A stainless-steel fixed-blade knife with a deep belly for skinning big game. It is made with German steel and assembled in China.

Gerber Designed for the military, the Propel Downrange Auto has a 3.5-inch tanto-style S30V steel blade.

Kni ves 2016

S H O T B U S I N E S S O C T. / N O V. 2 0 1 6 Steel Will The Gekko Mini features a 3.5inch blade that opens with Steel Will’s signature smooth mechanism.

Ontario The Robeson Heirloom Series consists of both a drop-point and a trailing-

point. Both versions feature 4 1/8-inch blades made from D2 Tool Steel with a hardness of HRc-58-60.

also launched the Forged By War label of knives, which are designed to help combat veterans recover from personal challenges experienced during war by creating tools they wished they’d had in the field. CRKT will donate a portion of the proceeds for each tool purchased to the veteran’s charity of choice. Among the initial offerings in the new collection is the Sangrador double-edge knife designed by Darrin Sirois and the Clever Girl designed by Austin McGlaun. Both knives feature SK5 black powder-coated blades with G-10 handles. (crkt.com).

popular Applegate combat folder and giving it a springloaded auto release, Gerber created the Covert Auto. The knife has an SRP of $175 and features a 3.78-inch stilettostyle tactical blade made from S30V steel that’s deployed from the aluminum handle at the push of a button. Designed for the military, the Propel Downrange Auto has a 3.5-inch tanto-style blade made from S30V steel. The G-10 handle is available in tan or black and features a three-position adjustable belt clip to accommodate a variety of carry options. SRP: $194.

JUSTIN APPENZELLER

(gerbergear.com).

Gerber Legendary Blades

Leatherman

There are some classics that

For 2016, Leatherman is fea-

simply beg for an upscale upgrade. That’s exactly what Gerber did with the Gator Premium Fixed Drop Point. The blade that made Gerber a favorite of hunters around the world is now available in a premium version. The Americanmade knife has a full-tang 4-inch CPM-S30V steel blade with the signature Gator Grip handle and features a polished cast-steel bolster and pommel. SRP: $146. Gerber also featured a pair of auto blades at the 2016 show. By taking the

turing its new Signal MultiTool, designed to provide an assortment of essential survival tools in one convenient package. The Signal includes the tools that fans have come to expect from a Leatherman, including a knife, a can opener, a saw, and a pair of durable pliers. But it also features tools that will be extremely useful in a survival situation, such as a ferrocerium fire starter and a signal whistle. The Signal also includes a diamond-coated sharpener, a

removable pocket clip, and a carabiner. The tools all have locking mechanisms and are designed for one-handed operation. SRP: $120. (leatherman.com).

Ontario Knife Ontario Knife has added to its collection of high-quality knives for outdoors enthusiasts with the new Robeson Heirloom Series. The collection features both a drop-point and a trailing-point version of the knife. Both versions retail for $222.50 and feature 4 1/8inch blades made from D2 Tool Steel with a hardness of HRc-58-60. The handles on the 9-inch knives are made from stabilized burl maple, and each knife includes a DeSantis premium leather sheath. (outdooredge.com).

Outdoor Edge Outdoor Edge is launching two new folders designed by custom knife maker Jerry Hossom. Both the Divide and the Conquer have 3.5-inch 8Cr13MoV stainless-steel blades that open on ball-bearing pivots. The Conquer features a wider belly, better suited for hunting and outdoors applications, and has a satin-

045

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S H O T B U S I N E S S O C T. / N O V. 2 0 1 6

Kni ves 2016 Nomad features full-tang construction with a stag scales handle and comes with a leather sheath. The Stag version has an SRP of $149.99, but PUMA has also released a version with a Micarta handle for $64.99.

remington A pair of new limited-edition Trapper knivesâ&#x20AC;&#x201D;the R11039 and R11040â&#x20AC;&#x201D;are being offered in 2016.

stone finish with a multi-colored G-10 handle. The Divide has a sleeker design for tactical and everyday-carry use and includes a Blackstone finish blade and a black G-10 handle. Outdoor Edge has also added to its Razor-Lite series of replacement razor blade knives with the Onyx EDC. The Onyx features a 3.5-inch blade with three replacement razors mounted on a sturdy blade support sys-

(pumaknifecompanyusa.com).

Remington

tem with a one-piece Grivory handle. (outdooredge.com).

PUMA The SGB Nomad Stag from

PUMA is a handmade fixedblade knife that is made with German steel and assembled in China. The Nomad has a 6.3inch 440A stainless-steel blade with a deep belly for skinning big game. With an overall length of 11.8 inches, the

Remington has added two new knives to its Bullet series. The R11039 Trapper features an amber jig bone handle and includes a modified clip and a spey blade that are both 3.75 inches long and made from Damascus steel. Only 500 of the Trappers will be produced, and they will have an SRP of $34.99. Remington has also released the R11040 with a Genuine Stag Horn handle. Both the main blade and spey are 3.75 inches and made from 440 stainless steel. The R11040 will be limited to 1,200 and will have an SRP of $174.99. (remingtonblades.com).

SOG SOG is celebrating its 30th

anniversary, and to mark the

Outdoor Edge The Divide (top) has a sleek design for tactical and everyday-carry use. The Conquer features a wider belly better suited for hunting and other outdoors duties.

SOG The Quake assisted-opening folder has a solid aluminum handle with a VG-10 blade that opens quickly and easily.

Kni ves 2016 occasion it has released a pair of commemorative knives as well as several new specialty blades, tactical knives, and multi-tools. The Quake and Quake XL assisted-opening folders feature solid aluminum handles with VG-10 blades that shoot into action with the slightest pressure, thanks to SAT 2 (SOG Assisted Technology). Instead of a thumb stud, the blades are released with a lever that flicks open with the blade to act as a cross guard for the knife. The Quake has 3.5-inch blade and an SRP of $191, while the Quake XL is an inch longer and has an SRP of $229. (sogknives.com).

Steel Will Steel Will intends to provide more options for those people who like the style and reliability of the popular Gekko folders but are looking for a more manageable size for everyday carry. The Gekko Mini features an Italian-made 3.5-inch N690Co blade that opens with Steel Will’s signature smooth mechanism and reliable lockback. The Gekko Minis have an overall length of 7.78 inches and are available with three different handle options: a black or green canvas G-10 handle, or, for the more modern user, a maroon Micarta handle. All of the models have an SRP of $199.99. (steelwillknives. com).

Taylor Brands Taylor Brands is the

umbrella company for Schrade, Old Timer, Uncle Henry, and Smith & Wesson knives. The Schrade Frontier

S H O T B U S I N E S S O C T. / N O V. 2 0 1 6

047

White River Knife & Tool The Sendero Classic is modeled after Master Blade smith Jerry Fisk’s design. The 4.5-inch-long CPM S30V stainless-steel blade features a sleek drop-point design, and the Micarta handle is ergonomically shaped to make skinning and other outdoors tasks easier.

series SCHF51 is a bushcraftdesigned fixed-blade produced with a 5-inch 1095 high-carbon blade and TPE handle. Overall length is 10.85 inches. The model comes equipped with a ferro rod and a diamond-dust sharpening stone housed in a heavy-duty sheath. SRP: $53.33. The fixed-blade Old Timer 30OT has rosewood and ebony wood handle slabs and a 4-inch drop-point blade, and is crafted of 8Cr13MoV highcarbon stainless steel. The 30OT comes standard with a premium-quality leather sheath. SRP: $62.50. The Uncle Henry UHCOM2CP encompasses a multi-option fixed-blade hunting set. The knives feature Staglon handles and utilize 7Cr17MoV highcarbon stainless steel, both housed in a premium-quality leather sheath. Use the

301UH Detail Skinner for dressing or other detail work, and the 182UH Elk Hunter for larger skinning or all-purpose tasks. SRP: $60. The Smith & Wesson M&P SWMP10G clip-folding knife is constructed with an aluminum handle and 7Cr17MoV high-carbon stainless steel. This rescue knife features a built-in strap cutter as well as a ceramic glass breaker. SRP: $33.96. (taylorbrands.com)

White River Knife & Tool White River Knife & tool is

releasing the Sendero Classic modeled after Master Blade Smith Jerry Fisk’s design. The 4.5-inch blade is made from CPM S30V stainless steel and features a sleek drop-point design. The Micarta handle is ergonomically shaped to make skinning and other out-

doors tasks easier, and features a large hand guard to keep fingers out of harm’s way. The U.S.-made knife has an overall length of 9.15 inches and includes a leather sheath. SRP: $250. (white riverknives.com).

Zero Tolerance Designed by custom knife maker Jens Anso, Zero Tolerance’s new ZT 0220 everyday-carry folder has a sleek, modern look. The 3.5inch blade is made from S35VN powdered metallurgy stainless steel and has a stonewashed finish that adds a distinctive, fashionable element to the knife. The handle is made from bead-blasted titanium and features a titanium frame lock with a hardened steel lockbar insert. SRP: $260. (kaiusaltd.com).

zero tolerance The ZT 0220 everyday-carry folder has a sleek, modern look. The 3.5-inch blade is made from S35VN powdered metallurgy stainless steel.

GOOD STUFF

B Y D AV I D D R A P E R

Rise of the Classics Bootmakers survive tactical onslaught, update classics

s anyone who’s walked the aisles of the SHOT Show knows, the past decade has been marked by the incredible demand for military-inspired gear, from headwear right down the soles of our boots. Overall, that’s been a great thing for the industry, and for the hunter, who has benefited from enhanced technology designed to make our soldiers safe and comfortable in extreme conditions. Thankfully, for those of us who prefer a more traditional style, heritage

footwear brands didn’t die on the vine in the face of this tactical onslaught. Instead, they adapted. Some, like Danner, embraced the inspiration and, in fact, increased their business by building boots for the military and transferring that tech to the civilian side as well. Strong heritage brands such as Irish Setter responded by continuing what they do best— making great, traditional products that forgo flash for proven function. Here are three great boots that exemplify that tradition is still alive and well in the boot business.

DANNER GILA

● These aggressive mountain boots come in two styles, the shorter version of which looks like it came straight from the sandbox. The taller, 8-inch boot, however, gets that same mil-spec tech in a more classic design for elk, sheep, and goat hunters in the mountains. Nubuck and nylon uppers are built on a foot-grabbing last that keeps some room in the toe box to keep digits from crunching on brutal downhills. PROS: Stout, aggressive outsole for extreme ascents. Midsole and footbed are surprisingly soft. CONS: Requires serious break-in time. Nylon panels put doubts on durability. HEIGHT: 8 inches; WEIGHT: 3.5 pounds. RETAIL: $220 (danner.com)

IRISH SETTER WINGSHOOTER SIDE ZIP

● From the build to the profile, everything about these slip-ons exhibits heritage bird-hunter class. A solid, brass YKK zipper runs up the inside of the ankle and calf for a quick slip, zip, and go to get out the door. Best for a casual hunt on flat terrain as the slip-on style trades convenience for ankle support. Thin prairie outsoles flex easily, yet they provide sufficient traction on any surface short of ice. PROS: Memory foam footbeds are incredibly comfortable. Soft lining does a good job of wicking moisture. CONS: Leather uppers scuff easily. Tough to slip on for those of us with a higher instep. HEIGHT: 9 inches; WEIGHT: 3.9 pounds. RETAIL: $195 (irishsetterboots.com)

LOWA Z-8S GTX

● Best known among sheep hunters, Lowa also makes great multi-species boots for hunters who chase birds and big game. The tall shafts on these are rigid, but the rest of the split leather uppers are surprisingly flexible right out of the box. Poly toe bumpers and wrapped midsole reveal Lowa’s mountain-boot heritage, while the rubber outsoles are only mildly aggressive and shed mud easily. Closed eye lacing clear to the top cinches these lightweight hikers tight. PROS: Minimal break-in. Maximum foot protection. Gore-Tex lining keeps feet dry. CONS: Fairly warm for an early-season boot. Not the most inexpensive choice. HEIGHT: 8 inches; WEIGHT: 3.1 pounds. RETAIL: $325 (lowabooots.com)

48 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2016

MAGNUM POWERED ONLY FROM

THE MAGNUM-POWERED RIMFIRE AUTOLOADER YOU’VE BEEN WAITING FOR. Savage Arms™ continues its track record of innovation with the A-Series, the first high-performance semi-automatic rimfire system specifically designed for magnum cartridges. The A-Series delayed-blowback action provides safe, reliable operation with standard magnum loads. The hard chrome bolt, case-hardened receiver, 10-round rotary magazine and button-rifled barrel boost performance even further, while the user-adjustable AccuTrigger™ provides a crisp, light pull for the best possible accuracy.

SAVAGEARMS.COM

17HMR

22WMR

W H AT ’ S S E L L I N G W H E R E

West Sporting ID Lolo Goods, Lewiston This small storefront employs three full-time sales people who handle a large inventory of reloading supplies, handguns, long guns, and modern sporting rifles. Springfield tops the brand list with a mix of XDMs and XDSs. But S&W Shields and Ruger LC9s also sell well, as do Kimber 1911s. “Bolt-action rifle sales are good this year, not even close to the slow numbers for MSRs. Even with the election, we are only selling two to three MSRs a month,” said buyer Mike Thomas. Long-gun sales are at the fall peak. Ruger Americans in .243 and Winchester Model 70 Featherweights in .308 and .30/06 are the best sellers. In the MSR arena, Rock Rivers and Windhams in .223 are at the top of the list.

Mountain View AK Sports, Anchorage

This sporting goods store stocks 200 guns and has three employees at the firearms counter. With big-game seasons over, boltaction rifle sales continue to turn, especially Kimber Montanas and Montana Rifle Company models in .30/06 and .300 Win. Mag. MSRs are turning at three a week, with a mix of Smith Sports and POFs. “We downsized to a smaller space, and it made us super selective about our inventory. Bottom line is our department is more profitable,” said gun manager Dan Jordan. The handgun counter has the heaviest traffic in Ruger LC9 strikers, LCRs, Smith Bodyguards, and SIG 328s. Large-bore bear guns will continue to sell until the holidays. Here, Ruger Super Redhawks in .44 Mag. get the most attention.

Fort, Big MT The Timber Employing 15 people and stocking more than 1,000 guns, this independent also inventories a long list of shooting accessories and fishing tackle. MSR numbers are down, but the store moves an average of two to three LMTs and Smith Sports per week. Deer and elk guns are seasonally peaking, and plenty of Ruger Americans, Browning X-Bolts, and Bergara rifles in a mix of .270, .308, and .30/06 are moving. “Our MSR sales are slower than we expected. The demand is split between the higher end and bottom price points, with rarely a sale in between,” said countersalesman Matt Nickels. Upland shotgun sales are up, with 28-gauge Beretta Silver Pigeons moving well. Handguns are selling well, especially SIG 938s, Springfield XDSs, and Ruger LCRs and LC9s.

Midwest Kirkwood MO Outfitters, Kirkwood

This small independent keeps an average of 350 firearms in stock and two employees behind the counter. Handgun sales have been a mix of Ruger LCPs and LC9 strikers, along with heavy numbers of Shields. Glock 43s are also in high demand. Mossberg 500 Defense shotguns are in particularly strong demand. Used or new short-barreled shotguns have been turning all year. MSRs are selling daily, and special-order guns, like those from HK, top the list. Other fast movers include Smith Sports and models from Patriot Arms. “My customers worry deeply about the possible outcome of this election really changing our industry, and it is certainly driving sales,” said owner Dave Hart.

50 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2016

Guns, IA Mike’s Iowa Falls

Keeping about 300 new and used guns in stock, this mom-and pop-store is reporting a steady uptick in fall sales. However, sales of deer-season shotguns are very slow. “The lowest in years,” said owner Mike Beaupain. Sales of classic upland shotguns also are flat. And yet, some boltaction rifles guns are selling, mostly Mossberg Patriots and Remington 700s in .240 Weatherby and .270. MSRs sales are at one per day, primarily Ruger 556s and DPMS Oracles. “But just give it a few more weeks. Every price-point gun I sell will be worth double if Hillary wins,” said Beaupain. Smith Shields and Ruger LCRs are the best movers this fall, and there is also high demand for Kimber Micros. Ammo stocks are good, and the recent arrival of a

few cases of .22 Mags was a welcome sight.

R. H. Kay MN Firearms, St. Paul

This retailer stocks his tightly inventoried 500-square-foot store in metro St. Paul with an eye toward an extensive home-defense clientele. MSR inventories are flush, and sales remain steady. Windhams and ATIs are the top sellers. “My clients all bought MSRs in the last election. This time around, they’ve upgraded to a higher-end rifle with accessories,” said owner Rick Kay. Handgun sales are very strong. Glock 17s are very popular, but the store is also moving some Glock 43s. Other fast sellers include M&P Shields. Kay said ammo stocks are good in general, but he would love to have more .22 Mags in house.

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

East Coliseum Gun NY Traders, Uniondale

This dealer packs more than 4,000 firearms into just 2,400 square feet, including a gunsmith shop. The classic Ruger Mini-14 has been flying off the shelf, but sales of higher-end bolt-action guns have stagnated—only low-price-point rifles are getting any attention. “I see the bolt market as a race to the bottom. Manufacturers continue to take the lead from Savage,” said owner-buyer Andrew Chernoff. Among rifles moving: Thompson/ Center Compass and the Ruger American in .204, .270, and .308. The few shotgun turns include Beretta Silver Pigeons and Browning Citoris. High numbers of home defense 20-gauges are moving; Mossberg 500s and Remington 870 platforms command the high slots. Handguns, though, are smoking hot.

Chernoff says $650 is the magic price point. Sales leaders include HK VP9s, Glock G17s, Gen 4s, and SIG Legions. Another new trend is a high demand for 1911s in 9mm.

are the best they have been in years.

Trading PA Juniata Post, Everett

This small independent specializes in home defense and law enforcement contracts. Glocks, especially Model 43s, are the mainstay in handguns. “Transfer orders are now a large part of our business. Transfers drive accessory sales, which are more profitable,” said owner Gordon Levine. Other regular movers include Ruger LCRs and Smith Shields. Some of the specialty high-demand items include vintage Luger collectibles. MSR sales are brisk, mostly Smith M&Ps and a few ArmaLites. Mossberg 500 Defense packages are on the move. And ammo stocks

This full-line sporting goods store carries an average of 500 firearms and reloading supplies. Counter salesman Chris Cogan said, “Sales are strong but not off the charts. With our reloading, ammo, and gun inventory in great shape, there’s not much hysteria buying.” Handgun demand is steady. Ruger LCRs and LCPs are pulling impressive numbers, with Smith Shields just behind. Kimber Micros and 1911s are also doing well. MSR sales are consistent, roughly four per week. Top sellers include Smith Sports and Ruger 556s. Deer guns are moving, with Ruger Americans on top. Tikkas and Savage Model 11s are starting to turn at year-high numbers in .308 and .223.

Super Black Eagles IIs, and Stoeger 3500s. The Browning Maxus is also moving quickly.

Woods and AL Waters, Tuscaloosa

Firearms, NJ G&S Wayne

South Final Fight TN Outfitters, Union

This 25,000-square-foot shop keeps close to 1,000 guns in stock. Summer handgun sales were high. “Between the election and our handgun training class, pistol and revolver sales may be the highest in our history,” said Billy Hazelwood, gun manager and gunsmith. Factory pricing on models like Ruger LCPs moved more than 25 units a week last month. Smith Shields and LC9s also posted strong numbers. At three to four a week, MSR sales are slow, with Colt and SIG in front. “We’re ready if the demand spikes in the weeks before the election,” said Hazelwood. Bolt-action rifles are picking up for deer season. Tikka T3s and Browning X-Bolts are doing well. Semiauto shotguns are selling well, with high turns of Beretta A350 Xtremas,

Philadelphia MS Gun & Pawn, Philadelphia

This shop keeps more than 300 firearms in stock. Glock 43s hold the top position, followed closely by Ruger LCPs and Smith Shields. This month has also seen an increase in .22 Ruger Blackhawks. Bolt-action hunting rifles are active. Marlin XL7s, Browning X-Bolts, and Tikka T3s are seeing daily turns. The most popular caliber for 2016 is easily the .308. Sales of MSRs are down from the early summer, to three a week. Smith M&Ps and DPMS Oracles hold the leading positions. “Our MSR sales are just not has high as we expected,” said countersalesman Andrew Floyd.

This large independent store mixes storefront sales with a strong web business. Handgun inventories are flush, and the store is seeing sales of Smith Shields, Glock 43s, and SIG P238s. Kimbers are also attracting more attention than usual. “We can’t complain, with overall sales consistently strong. But the big race to buy before the election hasn’t really happened yet,” said counter salesman Greg Lee. Sales of MSRs have averaged two to three per week, with Smith M&Ps and a few higher-end Patriots pulling the best numbers. Tikka T3s in .308 are heating up. A healthy number of Browning X-Bolts, also in .308, are moving. Semi-auto shotguns are improving. The Stoeger M3500 and Benelli Super Black Eagle II Anniversary are selling better than expected.

OCTOBER/NOVEMBER 2016 ❚ SHOT BUSINESS ❚ 51

NEW PRODUCTS The textured edging around the case makes it easy to grip, even with wet or perspiring hands. SRP: $34.95 to $39.95. Neve cables use Lander’s proprietary Illumaweave reflective technology, which allow the com) cables to be quickly located in a dark tent, a pack, or a dark room. Produced with durable Lander nylon, the flat, tangle-free cable ➤ Inspired by the steelalso features Everpull connecstrengthening process used for tors for rugged and long-lasting military gas cans and ammuniuse. The Core-Grip, with a cention canisters, the tered logo grip, makes new Powell phone for easy cable wrapcases are designed for ping. Neve Lightning the iPhone 6/6s, 6 USB cables work with Plus/6s Plus, and Apple iPhone, iPad, or Galaxy S6.The moldiPod. The Neve Micro ed panel utilizes lightUSB cables are comweight TPU and polypatible with most carbonate to protect Android and Windows the back of the phones, tablets and phone, while the other devices, includraised bezel around the Lander now ing GoPro Hero 4 screen ensures the glass has tangle- Sessions. SRP: $19.99 to front panel is protected. free cables. $29.99. (lander.com) (Continued from page 54)

big-box stores, meaning you can always have a sharp blade available. The black handle is made of sculpted G-10 material with steel bolsters and a titanium finish. SRP: $39.99. (browning.

Bertucci Performance Watches ➤ Titanium is a high-performance alloy that delivers the strength of stainless steel, but with only 50 percent of the weight. Titanium is also inert, so it’s hypo-allergenic, a nice plus for those with sensitive skin. The B-IT Titanium field watch features a patented, durable, brushed-finish solidtitanium case; hardened, scratch-resistant mineral-glass crystal; all-metal, made-inJapan quartz movements; and Swiss super-luminous hands and markers. SRP: $150.

(bertucciwatches.com)

Tac-Shield ➤ Precision shooting requires a solid rest. Tac-Shield’s new Rail Attach Bipod attaches directly to Picatinny rails (no tools needed) via a quick-detach lever, eliminating the need for

Bertucci’s B-IT Titanium watch is water-resistant to 100 meters.

an adapter. This minimizes weight and keeps the center of gravity low for more stable support. The bipod also features side-to-side pivot capabilities for uneven terrain, and the military-grade, height-adjustable telescoping legs are spring-loaded to automatically fully extend and lock with the push of a button. SRP: $79.99, 6-to-9-inch model; $84.99, 9-to-13-inch model. (tacshield.com)

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NEW PRODUCTS

Browning The new Speed Load Hunting Knife, designed by Alaskan biggame hunting guide Russ Kommer, features an innovative quick-change blade design that increases the knife’s versatility in the field. The knife, a folding liner lock-blade, comes with replaceable 420J2 stainless-steel inserts to match the knife to the needs of any hunting situation. Each Speed Load Hunting Knife comes with one droppoint, one guthook, one small drop-point, and one utility blade. Blades are easily replaced or changed in the field in seconds without tools. One handy design feature is that the knife can use any standard utility blade found in most hardware stores or tool sections of (Continued on page 52)

54 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2016

PHOTO BY JUSTIN APPENZELLER