Fox reports that S&W is changing its name Jan 1 How stupid can that be?

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NRA Endowment member

Smith & Wesson Wants to Change Its Name - Bloomberg

The gunmakers name wont be changed, but the business will....or something like that.

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Halfway and one more step

The mother corporation name will change but the S&W name will not be dumped. That would be a total company monetary financial disaster to dump a name worth so much. That would be like refinishing a S&W excellent deeply blued revolver with a poo foo can of paint.
That would be like Harley Davidson changing its name to Northern America Motorcycle.