Smith & Wesson: Promotional buyer’s market unsustainable

By Christen Smith

American Outdoor Brands said Thursday the promotional activity undercutting earnings strengthened in some categories, despite hopes industry-wide the rock-bottom prices would lift by now. (Photo: Getty Images)
A top executive for Smith & Wesson told investors last week the promotional buyer’s market isn’t sustainable — despite indications the current environment won’t change anytime soon.
James Debney, chief executive officer of American Outdoor Brands — the gun maker’s holding company — said Thursday the promotional activity undercutting earnings even strengthened in some categories, despite hopes industry-wide the rock-bottom prices would lift by now.
“From our belief, this promotional activity is here to stay,” he said during a conference call with investors. “And like it or not, as it compresses our margins, reduces our revenue, we’re going to have to participate to some degree.”
American Outdoor Brands stock plummeted 14 percent in after hours trading Thursday after company executives reported second quarter sales declined more than 36 percent over 2016.
Chief Financial Officer Jeffrey Buchanan also revised the company’s annual sales forecast down to $650 million— well below previous estimates of $740 million.
“We recently have … worked on our promotions for the typical period in early winter,” Buchanan told investors Thursday. “And it just appears that the way we do those is we

Source: Guns.com