The National Rifle Association is best known in New Zealand as a US lobby group which advocates for gun rights. With more paid-up members than New Zealand has citizens, it’s a powerful force known for its influence over the American political scene. Like many charities, it sells a variety of branded goods to fund its activities – this operation is now evolving into pop-up stores.
The NRA’s ecommerce store is a bit of a shock to the uninitiated. In particular, it offers a wide variety of opportunities for those interested in concealing weapons about their home or person – from the ‘American Hobo Concealed Carry Handbag’ to clocks and shelving units designed to hide handguns.
(Note: The purchase, use, transport and storage of handguns is strictly controlled under the New Zealand Arms Code, meaning it's likely that the majority of these products are inappropriate for the New Zealand market.)
There’s also security and survivalist items; gun-related gear and accessories; and even homewares items, like this wind chime made out of bullet casings.
The NRA’s store is now dipping into profit potential by entering physical retail. The organisation has started staging low-risk pop-up stores at its live events, recently launching a large two-storey pop-up at its 146th annual meeting in April at Atlanta. More than 81,000 members attended the event.
A satellite store was also added on a different floor to the main store. POS provider Retail Pro Prism says the system was critical for helping the pop-up work with the NRA’s volunteer structure, reporting that the Atlanta pop-ups were run by six core team members and around 100 volunteers.
As they say, there's riches in niches.