Born over 60 years ago with its roots in the surplus business, Century Arms has an extensive history of providing unique and affordable products to the American collector, hunter and target shooter. That tradition carries on today, with a state-of-the-art manufacturing facility located in Georgia, Vermont, producing quality products to the American consumer and U.S. government under the Century Arms, Canik, US Palm and Red Army Standard brands.
Shooting Sports Retailer recently had the chance to talk to Adam Ruonala, Century’s national marketing director, about the company and its place in the industry.
SSR: How do Canik, Red Army Standard and US Palm all fit and work together under the Century umbrella?
Ruonala: Each brand is designed to have its own persona and mission statement. Canik has quickly become a U.S. favorite for handguns and is now the third most imported line of handguns in the U.S. Red Army Standard is committed to importing high quality ammo at a price the working man can afford, and US Palm is a no-nonsense accessories line built on the promise of dependability with its company slogan, “Weather Any Storm.”
SSR: How has the market for imported firearms and ammunition changed over the years?
Ruonala: Century Arms has been a leader in the firearms import business for many years. This market is ever evolving and today’s current conflicts and geopolitical issues make it even more important to continue to cultivate the relationships we have worldwide to ensure a future supply of goods in an ever competitive market.
SSR: What’s the philosophy behind which products to bring to the U.S. market?
Ruonala: These decisions are based on U.S. demand, quality and price. Basically, what does the 2A community want, is it reliable, and can we make it affordable?
SSR: What are your top-performing product lines?
Ruonala: Century Arms imported WASR and Draco rifles and our American line of AKs, including the VSKA and BFT47, are industry leaders on the long-gun side. Canik Arms has grown into a fan favorite with the Canik SFx Rival just winning the 2022 Industry Choice Awards Handgun of the Year!
SSR: What’s in demand, and where do you see opportunity?
Ruonala: The most reliable and affordable American made AK is a must for Century. For Canik, we are focused on providing the most modern sporting pistol at the best value on the market.
SSR: Beyond business, how does Century support the shooting sports?
Ruonala: Century Arms and Canik are big supporters of the NRA, Sports Shooting Associations, the NSSF, and our veterans and LEO through Century Salutes.
SSR: What sets Century Arms apart? What makes you indispensable to the shooting sports retailer?
Ruonala: Century and Canik are listening to the consumer. We are focused on delivering exactly what the market wants at a price everyone can afford. Sometimes it’s less about huge profits and more about being the everyday gun for the everyman.
SSR: Do Canik, Red Army Standard and US Palm all follow the same model in terms of distribution and dealer support?
Ruonala: Yes they do
SSR: What sort of product and marketing support does Century provide for its retailers? Are there any incentives or programs for new partners?
Ruonala: Our companies are constantly providing marketing support to bring awareness to our products and drive sales to the retailers. We know without them, we are nothing. We also provide incentives like two-tiered rebates on products so not only does the consumer get something for a purchase, but so does the dealer.
SSR: What will 2022 and beyond hold for Century Arms? What should dealers be excited about?
Ruonala: Constant innovation in terms of products and a commitment to support the dealers with pull through!
SSR: Anything else you’d like to add?
Ruonala: Just honored to be interviewed.
