Bling for New Members of Gun Nation

Increased firearm sales during the COVID-19 pandemic indicate there are more firearm owners than ever before, but the odds are good they were already buying and using quality products from the industry long before their first NICS background check. And there’s plenty of bling for new members of Gun Nation.

Daniel Defense’s announcement four years ago that it had entered into partnership with Oakley is a prime example. The Oakley SI models in popular Daniel Defense cerakote colors—including Mil-Spec + and Daniel Defense Tornado with a small, laser-etched “DD” in the corner of the lens—are aimed directly at the mainstream market, although new members of Gun Nation need eyewear. Eye protection is mandatory when shooting, although the seven fashionable models will undoubtedly find their way onto the faces of people who’ll never own a gun.

Remington is an example of the historic trend. During World War I it geared up to produce half of the ammunition used by all the allies, manufactured 100,000 Rolling Blocks for the French, churned out 2,000 Pattern 1914 “American Enfields” a day, built Mosin-Nagants for the Russians, 1911s for the Doughboys and more. Adding machinery and personnel takes loans, but after the Armistice, orders were cancelled. Payments and payroll were still due, though, so its plants kept things going by assembling the world’s first working typewriter (here’s more on the history of Remington). Some of the most rare and collectible antiques often wear a firearm name—Winchester skates and FN bicycles, for example. Winchester’s history is an interesting one, too.

The firearm industry has grown to an annual economic impact of $52.1 billion and employs nearly 312,000 people. Sales continue to skyrocket, and new members of Gun Nation might as well have gear that flies their favorite colors.   

When Smith & Wesson announced the creation of a new division it provided a peek at some long-term plans—and the focus isn’t in licensing the name to another company. “Since I became CEO in late 2011, our focus has centered on expanding our leadership position in the market for consumer and professional firearms,” said Smith & Wesson Holding Corporation President and Chief Executive Officer James Debney. “As we continued to deliver on that objective, we also maintained our plans to expand, when the time was right, into other related markets, such as the rugged outdoor market, which we believe resonates strongly with our core firearm consumer. Our highly accretive acquisition of Battenfeld Technologies Inc. in December 2014 turned those intentions into reality, establishing our Accessories Division and providing our entry into the firearm-related and outdoor lifestyle accessories business.”

Vista Outdoors is taking a slightly different road, although the destination is the same. It completed the acquisition of BRG Sports Inc.’s Action Sports division, which includes the market-leading brands Bell and Giro, and C-Preme and Blackburn, roughly five years ago.

“The newly acquired brands strengthen our ability to provide a broad suite of innovative, high-quality products to specialty outdoor shops, wholesalers and leading product retailers,” then Vista Outdoor Chairman and Chief Executive Officer Mark DeYoung said. “…[T]he Action Sports brands position Vista Outdoor as the leader in cycling and snow sports equipment in North America and Europe.”

There’s plenty of bling for new members of gun nation, and much of it dives into more mainstream markets. For your vehicle, you’ll find Remington lug nuts. Leupold launched a performance eyewear line this year. SIG Sauer bottle openers, LaRue Tactical has trailer hitch covers and Magpul offers phone cases.

Add coolers, floor mats and just about everything under the sun. If you took home your first firearm during the COVID-19 pandemic, you’ll soon discover there’s no shortage of bling for new members of Gun Nation.