While stuff like anti-gun folks and lawsuits had to factor into S&W's calculation a little bit (they are fools if it did no), the central reason they are making the name change is branding and branching out into new outdoor products and services.
Here is what the CEO has to say about the name change:
The 164-year-old company’s president and CEO, James Debney, had this to say:
“We are excited about the results of today’s stockholder vote. We believe that American Outdoor Brands Corp. is a name that truly represents our broad and growing array of brands and businesses in the shooting, hunting, and rugged outdoor enthusiast markets.”
The problem, according to people who study such things, is that Smith & Wesson had become too closely associated with firearms, while the company needs to diversify its “portfolio” and focus on “brands and products that best meet the needs and lifestyle of our target consumers.”
Actually, the guns will still bear the Smith & Wesson name.
For almost 170 years, S&W has been a symbol of the American West and in many ways, of America, playing a vital role in our military and with hunters for generations.
They are branching out now, rapidly, into several different outdoor and survival genres and felt an update in the name was appropriate.
What do you think? Tell us below?
For more information on the S&W name change, check out Field and Stream.
Featured Image via Flickr
I’m curious as to if their sales are going to drop. Although unreasonable, I have no desire to own one branded with the new name.
Original is better, fucking shareholding each others$#%&!@*dicks
Research people! They are not changing the name of their firearms division. It is the parent company changing its name. Nothing will change except the name on non-firearms products.
Rick Toland
Stupid !
dumb idea
Be that as it may… I call bullshit!!!
☹️
Jason
Hmmm
The explanation given by the CEO is complete PC BS. Sounds like they have a board filled with spineless appeasers.
Remington branched out making other outdoor gear without changing their name. I am gratified that the firearms division will retain it’s honorable name.
the dumbest$#%&!@*yet from corp. asses….
Either buy there product or don’t. Damn a lot of cry babies nowadays. Shut up
Larry DesLaurier
Andre Hinds the guns will still carry the S&W. there not changing there weapons name just the other stuff they make
Jason Huffman
The 164 year old president of the company??
The guns will still be Smith & Wesson. The company has gone in multiple directions and the name is too narrowly identified as a gun manufacturer.
Do people even read anymore? THE FIREARMS ARE NOT CHANGING THEIR NAME.
They won’t be branded with a new name! Reading the article is key to an opinion.
I know! People are too lazy to even click on the link, let alone read the damn thing!
smith and wesson will stay smith and wesson, its the parent company thats changeing their name.
it would be like kirkland changeing their name, but costco stays costco.
Bad
Terri Driesel
They just changed the name of the holding company the S&W brand and M&P brand didn’t change.
Bill
Stupid marketing idea by nerds who don’t know there customers
That’s what it sounds like…. need to distance themselves from only being known as the type of company the left is trying to shut down.
smith and wesson is staying smith and wesson. its the company that Ownes S&W thats changeing their name.
Aaaaannnnnd who cares?
Bowing down and cowering because of libtards and anti guners, PATHETIC