A major call for boycotting a retailer generally doesn't work. But Daniel Defense has taken a stance on Academy Sports and Outdoors (ASO). After the Orlando club shooting ASO pulled all their modern sporting rifles (MRO - AR-15 type firearms) from the shelves. They state they will still sell them, but they will not be displayed in the stores.
Anyone with a iota of business sense will tell you that doesn't work. One of my business mentors once told me, "You can't sell from an empty cart." In this case that means if they don't see the MROs on display, no body will think they sell them. Pretty simple logic. In response to ASO's decision to not display MSRs Daniel Defense sent the following statement to their distributors.
“As you know we take our partnership with our stocking retailers very seriously. We are committed to serving and supplying them at the highest level and expect our retailers to have that same level of commitment to our brand and our industry. Unfortunately, Academy Sports has made a corporate decision, in the wake of the recent terrorist attack, to remove all MSRs from their website and in-store displays. Academy Sports has communicated that they intend to continue to sell the MSR category of firearms without displaying or advertising them publicly. As a prominent MSR brand, Daniel Defense cannot support decisions that are completely contrary to the values of our company and industry. Therefore, as of today, June 16th, I request that you place Academy Sports on a Do Not Sell list for all Daniel Defense products and terminate any shipments to their stores or distribution centers. It is unfortunate that we have to make this decision, but it is clearly the right thing to do for our brand, our industry and our constitutional right. Thank you for your support.
Bill Robinson, VP of Sales
Academy’s decision clearly segregates firearms by their appearance, which sends a dangerous message to our politicians that it’s acceptable to do so. We as an industry must stand and fight, together.
Marty Daniel, President and CEO
I will not be purchasing anything from ASO until they get their heart right on this issue. I can only ask that you do the same.
I completely agree with Daniel Defenses position. Why put merchandise out that no one will see. I also feel ASO has a right to run their business how they see fit. But this decision may hurt their bottom line for awhile. Growing up in Houston where ASO started out as a family business sell military surplus and new sporting goods it was great to see a family run business become so successful. But there have been many changes since the company was sold. While the convenience of on-line shopping was added, the seem more interested in selling workout clothes and shoes than giving all their departments equal footing.