What is your slice of the knife market? Gun dealers are naturals to sell knives as part of their full-service firearm, hunting and outdoor businesses. The knife industry has posted impressive sales for a number of years and the trend continues. For gun dealers, the message is clear: knives are moneymakers.

Knives carrying gun brand names further enhance these sales. Beretta, Browning. Colt's, Remington. Smith & Wesson and others have signature knives.

"Many of our dealers recognize the profit from selling cutlery and other accessories to their gun customers." said Rafael Del Valle, Ellett Brothers' buyer for firearms and knives. "We think knives and tools are good add-ons for guns. Most of Ellett Brothers' retail dealers handle knives that retail in the $50 to $100 range. Our dealers sell many more folders than fixed-blade knives, with the general utility folders selling well."

Ellett Brothers deals in most of the brand-name cutlery including Bench-made, Beretta, Browning. Buck, Case, Cold Steel, Columbia River Knife & Tool, Gerber, Ka-Bar, ar, Kershaw, Leatherman, Meyerco. Remington and others.

"The knife industry is looking for more and more dealer outlets," said Tom Welk of Pro Cut, a cutlery distributor and dealer located in Downey, Calif. "Especially in California, where firearms seem to come under more restrictions every year. our firearms dealers are looking for other products to sell.

"Our experience has been that similar-name knives and firearms are an important part of the business. One good place to sell knives is shooting ranges."

The Right Inventory

There are hundreds of foreign and domestic knife manufacturers producing thousands of different types of knives and. tools. In Shooting Industry's "The Universe's Greatest Buyer's Guide" (December 2001), there are more than 200 manufacturers listed under "Knives, Axes, Sharpeners" Most offer marketing advice, production information, promotional material, and marketing tools.

With such a vast available inventory, what brands and designs should a dealer sell? That depends on your customers. Are most of your customers hunters? Is bowhunting popular in your area? Do your customers shoot targets? Are they mostly handgun or long-gun buyers? Do you have customers from law enforcement, medical, ranching or the military services? Are there popular outdoor sports nearby, such as mountain climbing, kayaking, mountain biking, fishing, custom cars and other activities? Every one of them, and almost any other routine activity, calls for the use of a knife or similar tool every day.

In today's market, knife buyers know what they want. They read the magazines, look at the ads, and talk to their friends about knives. Law enforcement and military customers will immediately recognize the Beretta name. Beretta often includes its knives in its firearm advertisements -- a natural tie-in for Beretta dealers.

Dealers with backpacking, hunting or fishing customers should look at the countertop display of Boker's SnacPac Travel Set. The set is a compact set of knife, fork and spoon, all in a plastic case and including salt and peppershakers. Boker offers dealers many other merchandising aids for its many knives, of course.

Gutmann Cutlery is the worldwide licensee for Smith & Wesson tools and optics. Gutmann recently introduced a line of knives, tools, shooting glasses and optics with the Walther name. Wooden cases and wire displays are available from the company for the new Walther Allied Forces folding knives, and the new Smith & Wesson Tool Chest II.

KutMaster Cutlery has added a line of folders called Mountain Quest. These economically priced knives have the tactical folder look popular with many buyers. KutMaster also offers dealers their innovative display program for marketing tools.

Meyerco recently added its Camp USA line of knives, tools, leather jacket and vests, soft gun cases and tote bags to its catalog. The Camp USA Game Processing Set, Fish Fillet Set, and Chef's Secret Set are packaged to make attractive displays. The demo display for Meyerco's Speedster and Rascal speed-assisted folders will attract customers.

For Colt's knives and their marketing supplies, dealers must go to United Cutlery Brands. United, offers dozens of Colt's brand knives, folders and fixed blades, large and small -- knives that customers will recognize. Many feature depictions of famous Colt s firearms. Colt's handgun and rifle models all with the familiar raring Colt's horse logo.

Remington knives are well known to dealers and their customers. Over the years, there have' been numerous Remington Bullet Knives. New this year is the 2002 Apprentice Bullet Knife which will attract collectors.