Smith & Wesson Changes Its Name

Call it American.

Smith & Wesson Changes Its Name

Smith & Wesson. The name means “guns.” And that’s apparently a problem for the 164-year-old company. Smith & Wesson now wants to call itself American Outdoor Brands so that people will come to know the brand has more than just guns.

The high degree  of name recognition the company has now seems to be a problem for it. The company executives want the brand to branch out. The name change isn’t official yet, but the shareholders are expected to approve it. Here’s a quote from Smith & Wesson CEO James Debney: “We believe this name better represents our strategic direction, our broad range of product offerings. We have only just begun our journey towards achieving our vision of being a leading provider of high quality product for the shooting, hunting and rugged outdoor enthusiast.”

Guns and knives made by the company will still bear the Smith & Wesson name. The company recently purchased Battenfield, a maker of hunting rifles and accessories. They also purchased Taylor Brands, which makes knives and specialty tools.

What do you think guys? Do you think a company like this should change their name? Does the name matter? Are you more likely to buy a flashlight or a hatchet from “American Outdoor Brands”? What’s gonna happen to all those “Insured by Smith & Wesson” stickers?


Image by Stephen Z (S&W Pre Model 23 .38 Spl.) [CC BY-SA 2.0 (], via Wikimedia Commons