Several years ago Apple was on the ropes and many stores stopped carrying their products, so customers were not able to try them out and see if they liked them. If a store had some Apples, they did not carry their full line. Apple opened their own Apple Stores in major shopping areas, where their full line of computers, etc were on display to try out and available to buy and where the store staff knew all about using them. I think S&W needs to do the same.

With 36 states Shall Issue, S&W should open *one* of their own stores in one or more major cities in those states, esp ones w/o AWBs. The staff will be fully trained about S&W firearms, firearm safety, CCW, long arms, etc. and they should be dressed in business casual (khakis and Oxfords or Polo shirts), at least 1/3rd should be women, and many recent college graduates (i.e., young and hip, not all overweight middle-aged white guys like at so many gun shops). The draw will be that they will have in stock every model available. They should also have in stock holsters for men & women (incl purse holsters) for all of their HGNs so that people can see what fits them and feels right.

The target market is primarily urban and suburban people who normally do not hang out on gun forums and who do not regularly drop by their local gun shop. These stores should offer, like Apple does, classes at their stores (basic firearm safety, home safety, street safety, etc). They could even contract w/a local ranges for some "hot" classes (e.g., introductory shooting, for CCW permits, etc).

The stores MUST be very women and newbie friendly. Too many gun shop sales guys have huge egos where they have to prove they're right vs being friendly instructors and salesmen.

Like I said, this is the gun equivalent of the Apple Stores. Just drop by one of those to see what I'm envisioning.

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"Team Billy Jack" for a CA CCW

I think this is a great idea that will never work. I'm an Apple guy (developer actually) that is well versed in the "vibe" you're trying to create.

The key with the Apple Stores is that, for the most part, they're situated in upscale shopping malls that would never allow a gun store or would have very high overhead costs (mall rent ain't cheap!). Profit margins on guns are pretty slim, and the majority of profit making activity at your local gun shop is ammo and accessories. I doubt your local mall would approve a gun store, let alone a gun store that also stocks ammo.

Except for my impression that it wouldn't work financially, I think it's a brilliant idea.

re: my above post....I did say that "for the most part" the Apple Stores are in shopping malls...I understand that their flagship store in San Fran and a key store in NYC are stand alone, but somehow I don't think those 2 cities would be high on the radar!

I live near Branson. At one time S&W had a store in one of the outlet malls. You could go in and handle the entire S&W line of firearms, knives, lights. They had logo'd clothes. It became a great place to hangout while my wife and daughters were shopping elsewhere. Smith closed it down several years ago. I miss the place.