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This Is Uncomfortable

Smith & Wesson asking shareholders to approve a name change

Marielle Segarra Dec 13, 2016
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A sign at the Smith & Wesson booth is shown at the 2016 National Shooting Sports Foundation's Shooting, Hunting, Outdoor Trade Show at the Sands Expo and Convention Center in Las Vegas, Nevada.
Ethan Miller/Getty Images

Shareholders vote Tuesday on whether to approve Smith & Wesson’s name change to “American Outdoor Brands.” The firearms unit will continue as Smith & Wesson — one of the most iconic American brands — but the name change for the parent company comes as it expands into outdoor camping gear. The old name might interfere with new associations the company’s trying to create.  Potential customers might balk at seeing Smith & Wesson on, say, a sleeping bag. And, as the company diversifies, rebranding under an “outdoor” label may also help its stock performance. But it could take time and marketing for the new brand to catch on. 

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