By Mark Seavy

There is widespread recognition that the firearms industry needs to broaden its business to attract female consumers, who account for nearly half of firearms sales, as well as Gen Z. How best to accomplish this, however, is a topic of debate according to industry executives at the Shooting, Hunting, and Outdoor Trade (SHOT) Show in Las Vegas this week.

Many of the more than 52,000 firearms dealers and suppliers in the U.S. have chosen to reimagine their brands using a lifestyle approach. For example, tactical apparel for police and military has taken a more tapered design borrowed from athleisure products. Some dealers, meanwhile, have focused on creating a retail experience with broad interactive displays that include firearms in addition to apparel and footwear under labels like Carhartt, Reebok, Browning, and others.

And many retailers have formed “performance groups,” organizations of 10-12 dealers with annual revenue between $2 million and $30 million that meet quarterly to share trends and sales data with an emphasis on firearms. Centennial, CO-based Centennial Gun Club has more than 2,000 members, 66% of whom are male with an average age of 48 years, owner Richard Abramson said.

“We don’t dedicate a lot of space to fashion, and firearms pretty much drive the business, but to some extent it really depends on where your store is located geographically,” said Megan Eaton, owner of Fletcher Arms, which has two stores near Milwaukee, WI and offers concealed carry classes for women.

Other retailers like 5.11, which has 150 U.S. locations, sell tactical apparel that is as much about style as it is function. 5.11 launched new t-shirts, caps, and backpacks under gun supplier Sig Sauer’s brand as well a “Founders Jacket” ($160).

Allen Company, meanwhile, has a collection of tote and range bags as well as cross-body concealed carry purses under a licensing agreement with YouTubers Girls with Guns. The YouTube group also sells women’s vests ($90) and leggings ($100) through a direct-to-consumer site.

“Visuals, language, and product descriptions should feel fresh, relatable, and inclusive to women and younger generations,” said Paige Roux, who operates a training academy with courses for women and whose @somechickwhoshoots Instagram account has 180,000 followers. “Adapting to a changing customer base doesn’t mean abandoning tradition. It’s about expanding your audience and creating opportunities for more people to feel welcomed and informed. Women, Gen Z, and those outside the traditional firearm enthusiast demographic represent untapped opportunities for growth—if retailers are willing to adapt. The younger consumers are showing an interest in self-defense, but traditional marketing won’t work. It must be more experiential.”

West Hartford, CT-based Colt’s Manufacturing, which was purchased by Ceska Zbrojovka Group in 2022, licensed Powertex to build and operate its online merchandise store that offers hoodies, t-shirts, women’s tank tops, and headwear. The company also continues to produce .45- and .50-caliber handguns in Connecticut.

Cybergun, meanwhile, which has airsoft gun licenses across 32 firearms brands, was sold to Evike, for which it had been managing distribution for Evike-Europe.com since 2020. In the U.S., Evike sells through airsoft dealers and directly to consumers since Walmart and Dick’s Sporting Goods dropped the category several years ago along with conventional firearms. Evike added three new airsoft licenses at the SHOT Show, including firearm supplier Kimber America, Shadow Systems, and Staccato brands.

Several companies are also working to take advantage of current events. Kahr Firearms Group is replacing earlier handgun models with “President Trump” versions, an important distinction since they don’t require a royalty given the President’s public persona, said Jodi DePorter, Director of Marketing at Kahr. The company is also fielding a “MAGA Magnum” handgun under its Magnum Research brand. If the guns solely carried the Trump name, royalties would be required, she said.

The first 100 versions of the .45-caliber model were shipped to the wholesaler Davidson Inc. for pre-sales and distribution, according to DePorter. The first version of the gun launched at the start of President Trump’s first term in 2017 and sold 9,000 units, she said.

“They [the President Trump guns] will probably sell out at the show and we have a Republican President so there isn’t much threat of banning guns, but we will see what happens a few months from now,” DePorter said. “If the economy gets better and the prices go down, the market might pick up.”