First, the good news. That large building at the intersection of Interstate 275 and Fletcher Avenue, the one previously occupied by a Sticks n’ Stuff furniture showroom, is no longer vacant. No one, of course, wants a big empty box in the ‘hood that used to employ locals.
Now, the less-than-benign news. Last month it became Bullets n’ Stuff–ok, “Shooters World”–one of the largest gun stores in the United States. It’s obviously responding to the rapidly-ratcheting market for firearms and ammunition in this country–and especially in this stand-your-ground state. These are trying times, to be sure, where gun violence in the headlines prompts outcries for both more gun regulation and more opportunities for gun retail. It’s modern marketplace basics, even if not as envisioned by Adam Smith.
Now, the more concerning news. Shooters World is not some yahoo magnet or survivalists’ enclave. Its marketing is savvy, its approach well-targeted, its appeal mainstream–transcending age and gender. The facility is attractively functional, not gritty. It has a concierge desk, a museum and numerous HDTVs showing sports and movies. Its employees are well-groomed and non-commissioned, and a third of them are female. Sure, it sells sniper rifles, silencers, extended-cap clips and the never-more-popular AR-15 assault rifles–but it also features kids’ toys, purses for concealed-weapons carriers, pink pistols, ladies-only concealed weapons permits and gun-safety classes for ages 7-12. The shooting range comes with a lounge with free drinks.
Since opening, the store has been playing to a packed house. Its early success speaks volumes. It combines an ever-expanding market with marketing smarts and a welcoming image. It wants to attract and cultivate long-term customers, not one-and-done gunners. It’s implementing a proven business model, just not, alas, one typically associated with sniper rifles, silencers, extended-cap clips and military-style assault weapons.