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In the midst of falling sales, Dick's Doubles Down On Ditching Guns



After Parkland's shooting in February 2018, Dick's sports equipment announced that there were some major changes that involved gun sales. The company imposed an age requirement of 21 for the purchase of weapons, banned the sale of "assault rifles" in the subsidiaries Field & Stream stores (it had already banned them from Dick's previous years) and banned "high-capacity magazines" at all its stores. Within a few weeks, the company began to see a drop in sales, and in months the situation was bad enough for CEO Ed Stack to openly blame some of the company's financial struggle on his profiled gun control position.

Dick declared it would stop selling firearms to 1

25 of its 729 stores, The Wall Street Journal.

Stack announced the decision in a conference call on Tuesday. The "gun-free" decision comes after a successful test in ten stores that had been underperforming in hunting sales, Stack explained. The company replaced weapons and extra hunting equipment with "higher margins, faster seller categories such as licensed sports equipment and outdoor gear", reported journal and saw an increase in sales. This increase occurred while the quarterly total sales fell 2.2%. The extra stores that no longer want to sell firearms also have no basis in the hunt.

Dick's public announcement that it took action to combat gun control began soon after the terrible mass shooting at Stoneman Douglas High School in February 2018. Declares that "thoughts and prayers are not enough," Dick announced it was changing its policies to curb weapons sales and began to openly push for gun control policies.

"We at DICK's sports equipment are deeply disturbed and sad by the tragic events in Parkland. Our thoughts and prayers are with all the victims and their loved ones," the company said in a February 28, 2018 tweet. "But thoughts and prayers are not enough. We have tremendous respect and admiration for the students to organize and hear their voices heard of weapon violence in schools and elsewhere in our country. We have heard you. The nation has heard you."

Although the company stressed that it "supports [s] and respects the second change," more action is required to curb weapons violence. It then announced plans to increase its limited age to 21, prohibiting high-capacity sales of magazines in all stores, and prohibiting the sale of assault-style rifles in Field & Stream stores.

"Obviously we having a problem with gun laws in this country, Stack wrote in a op-ed for The Washington Post next month. "They are not simply focused on keeping us all safe – especially our children. Mass shooting continues – at our schools, churches and entertainment venues. After each of these meaningless, tragic events, there is a lot of free and fruitless talk in the congress halls, and then the conversation quickly ends. "

Dick has had a" coarser than expected "next quarter, and sales dropped 4% overall, The Daily Wire reported in August. Among the main reasons is the fall in hunting sales.

" As expected, sales were affected by the strategic decisions we have made about slow growth, low-margin hunting and electronics business, which accounted for almost half of our compensation decline. "Stack said in a statement in August." In addition, we continued to see significant declines in Under Armor sales as a result of their decision about expanding the distribution. "

As Journal notes, among the main reasons Stack says the company is struggling, pro-gun customers decide to avoid his stores.

Related: More bad news for Dick's sports articles after employing gun control lobbyists


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