Randall (or anybody): how familiar are you with the chain of supply in the gun biz?
Most common way
Is it:
Manufacturer - > Distributor -> Dealer -> Retail
or
MFG -> Dlr -> Retail
It works both ways.
With standardized items, it's usually sold through distributors who make larger orders and therefore demand more margin.
The big mail order dealers act as distributors.
Take midway for example, they buy manufacturer direct and re-sell to retail stores as well as direct to the public.
Retail stores usually order from dedicated wholsale distributors though.
With custom items, like AR's where they are built to order, it's normally mfg-dealer.
Then the manufacturers also sell "standard" items to the distributors.
Your typical gun store that you walk into will just stock things available from distributors.
Distributors are a very valuable way to get your product in front of the shops who would not otherwise find your product if you only sell direct to dealers.
Of course you have to weigh that additional margin to decide if it's worth it for the extra sales that the distributors would potentially generate.
All the big distributors do promotion to the shops.
They send out monthly sales flyers promoting new products and listing specials etc.
