American Outdoor Brands aka Smith & Wesson Shares Down

Several business news sources across the internet are reporting that Smith & Wesson’s, now branded American Outdoor Brands, shares have declined in value an additional 5% following the expected slowing of the firearms market and American Outdoor Brands’ third quarter sales reports. For those not familiar with such things American Outdoor Brands’ operates on a fiscal year ending each April 30.

Industry analysts predicted a slowdown in the firearms market back late last year following the Presidential election. It seems as though this is affecting the stock price of more than one company in our industry. If I am reading this stuff correctly American Outdoor Brands actually posted growth in the third quarter as I am seeing “Third Quarter Net Sales of $233.5 Million, up 10.8% Year-Over-Year” in this report. It also appears to me that the stock of American Outdoor Brands is at a 1 year low at $18.83 as I type this. Ruger and Vista Outdoors appear to be at a one year low also, while Olin of Winchester brand ammunition appears to be at a one year high at $32.34.

While anyone who knows about the stock market can tell you that stock prices may not necessarily have to do with performance, this downturn in the industry and in the publicly traded brands just might be the expected manifestation of slower sales across the shooting industry.

In the case that they are listening, I just want to tell American Outdoor Brands that it sure was a heck of a lot easier to type and say S&W.

Scott is a firearms enthusiast and gun hobbyist whose primary interest is the practical application of gun ownership. In addition to contributing to The Firearm Blog, he hosts and blogs for The Firearms Podcast, a podcast and blog about gun stuff by gun people. Scott is a 20-year veteran of the USAF and been a member of his base, state and the All Guard marksmanship teams. He can be reached via email at


  • Slab Rankle

    I’m not a market analyst or anything, but if S&W wants to increase sales at least a little, they can lose the Hillary Hole and drop prices on their revolvers to something resembling sanity.

    I promise here and now that I will buy a Model 986 if they do those things.

    And yes, I do believe that the shooting consumer is overbought and overextended. The “gun bubble” is bursting before our eyes.

    Watch for $300 AR-15s. I hope ammo prices follow suit.

    • A.WChuck

      Revolver prices are high due to all the machining steps required, far more than plastic fantastic pistols require. If prices adjust, they won’t be very large decreases. A move out of MA would lower costs overall, but I doubt it will happen.
      Removing the lock seems a no-brainer at this point, even Ruger dropped their locks.

    • James Young

      Their wheelguns are expensive but they sure are nice. I doubt the 986 will drop below $900ish because they didnt overproduce them like they did with ARs.

  • James Young

    $500 or even sub $500 AR15s from S&W and Ruger might help revenue for those two companies, it’s hard to resist them in this price range!

  • Juggernaut

    I wouldn’t take a S&W pistol or rifle if they were giving them away for free.

    • m-dasher

      ….yes you would…..

    • imtoomuch

      There’s always one idiot in the group.

  • junyo

    S&W is fine. They saw this coming and made a lot of acquisitions to diversify their offerings, like when they bought Battenfeld Technologies and Crimson Trace. The core problem is they were making SO much money and in the run-up the to election and an expected Hilary win the stock was driven way over value. I say this as a guy that bought in at $7 a share, mistimed the peak of +$29, and cashed out at $24. It’s a fundamentally sound company, the price is just finding it’s level without the artificial price support of the threat of government interference.

  • Please remember that American Outdoor Brands Corp. has changed its corporate name on multiple occasions. It started life as De Oro Mines, Inc. in 1991. After buying Saf-T-Hammer, Inc. in 1998, De Oro Mines renamed itself Saf-T-Hammer Corp. After buying S&W in 2001, Saf-T-Hammer renamed itself Smith & Wesson Holding Corp.

  • m-dasher

    nothing terribly shocking……firearms sales were inflated under obama, and durring the election……now that things have normalized, of course sales are going to slow some.

    ide honestly be surprised if ALL the major manufacturers werent seeing similar declines.

  • Glenn

    This is non news. What the heck is happening with Colt ! !

  • George Reed

    That was really a boneheaded rebranding away from Smith and Wesson. There are some yes-man folks that really need to leave the company.