Bang Bang! Smith & Wesson Launches Gifts Catalog

Handgun manufacturer Smith & Wesson Holding Corp. has launched a catalog of jewelry, home accessories, leather goods, and other gifts, all with a patriotic American West theme. Not counting a Billy the Kid shadowbox containing a replica of a revolver and a pewter wine charm in the shape of a pistol, no guns are offered in the book, which is entitled Crossings. The catalog, produced by consultant Glenda Shasho-Jones with additional consulting by Michael Grant, isn’t a first for Smith & Wesson, although it is the company’s first venture into home decor, apparel and gifts. “We’ve had many catalogs and e-commerce sites over the past years for our firearms products and accessories as well as our licensed products,” says spokesperson Amy Armstrong. “Nearly 87% of Americans are familiar with the Smith & Wesson. [The catalog] is an important part of our strategy to leverage our name to attract a broader consumer base by providing a wider variety of quality products.”

Although Armstrong won’t reveal how many books were distributed in the first mailing, she says that the goal of the catalog is to expand the brand into new markets. “So our current list of customers wasn’t the target,” she says. “The majority were customers from other catalogs.” The next edition of the book will come out for the holiday season, but plans for next year haven’t been finalized.