Henry Repeating Arms’ CEO: Lever Fever Outbreak Continues Apace

By Robert Farago

Lever fever is a particularly virulent strain of firearms fascination. In a country where highly-customizable “military-style” firearms dominate the market, lever guns continue to entrance buyers with their romantic appeal. “Lever guns represented a distinct break from European-designed bolt action rifles,” Henry Repeating Arms’ CEO Anthony Imperato told TTAG. “They’re still a quintessentially American design, a true American firearm . . . People who buy our lever guns are connecting with our common history. At the same time, they own a very useful firearm.” Yes there is that . . .

You’ll see plenty of Henrys in cowboy action shooting events – where owners dress-up in Wild West regalia and compete against each other with lever guns, single action pistols and side-by-side shotguns. While the frontiersman image remains a key sales driver, Imperato says cowboy action shooting forms a relatively small portion of his total business.

Roughly a third of Henry’s customers buy and use their lever guns for hunting. The .22-caliber firearms are a firm favorite amongst varmint hunters. Big game hunters depend on Henry’s large-caliber centerfire rifles to take everything up to and including monstrous Grizzly bears. Decorated “tribute series rifles” make up about five percent of sales. Plinking accounts …read more

Source:: Truth About Guns