Gun maker targets new brand image

Smith & Wesson, whose .44 Magnum revolver was made famous by Clint Eastwood in the Dirty Harry films, is seeking to change its name and image.

The 164-year-old American gun maker said that it now wanted to be known as the American Outdoor Brands Corp, a name it believes will better reflect its family of products in the “shooting, hunting, and rugged outdoor enthusiast markets”.

The board already approved the new name for the holding company and investors will vote on the change at a meeting on December 13. The brand name of its guns will remain unchanged.

The company has expanded in the past few years into outdoor sporting goods and accessories. This year it has bought Taylor Brands, the knife maker, and Crimson Trace, and laser sight manufacturer.

Shares edged up by 2.15 per cent yesterday.

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