NYSE:RGR Sturm, Ruger & Company, Inc. Q2 2024 Earnings Report $37.43 -0.41 (-1.08%) As of 09:40 AM Eastern ProfileEarnings History Sturm, Ruger & Company, Inc. EPS ResultsActual EPS$0.47Consensus EPS $0.76Beat/MissMissed by -$0.29One Year Ago EPS$0.91Sturm, Ruger & Company, Inc. Revenue ResultsActual Revenue$130.76 millionExpected Revenue$137.60 millionBeat/MissMissed by -$6.84 millionYoY Revenue Growth-8.40%Sturm, Ruger & Company, Inc. Announcement DetailsQuarterQ2 2024Date7/31/2024TimeAfter Market ClosesConference Call DateThursday, August 1, 2024Conference Call Time9:00AM ETUpcoming EarningsSturm, Ruger & Company, Inc.'s Q2 2025 earnings is scheduled for Wednesday, July 30, 2025, with a conference call scheduled on Thursday, July 31, 2025 at 9:00 AM ET. Check back for transcripts, audio, and key financial metrics as they become available.Conference Call ResourcesConference Call AudioConference Call TranscriptPress Release (8-K)Quarterly Report (10-Q)Earnings HistoryCompany ProfilePowered by Sturm, Ruger & Company, Inc. Q2 2024 Earnings Call TranscriptProvided by QuartrAugust 1, 2024 ShareLink copied to clipboard.There are 6 speakers on the call. Operator00:00:00Good day and thank you for standing by. Welcome to the Sturm RUGER Earnings Conference Call. At this time, all participants are in a listen only mode. After the speakers' presentation, there will be a question and answer Please be advised that today's conference is being recorded. I would now like to hand the conference over to your first speaker today, Chris Caloi, President and CEO. Operator00:00:36Please go ahead. Speaker 100:00:39Good morning, and welcome to Sturm, Grover and Company's Q2 2024 Conference Call. I'll ask Patricia Shepherd, our Deputy General Counsel, to read the caution on forward looking statements. Tom Denaine, our Chief Financial Officer, will then give an overview of the Q2 2024 financial results, and then I will discuss our operations and the market. After that, we'll get to your questions. Speaker 200:01:01Pat? Thanks, Chris. I just want to remind everyone that statements made in the course of this meeting that state the company's or management's intentions, hopes, beliefs, expectations or predictions of the future are forward looking statements. It is important to note that the company's actual results could differ materially from those projected in such forward looking statements. Additional information concerning factors that could cause actual results to differ materially from those in the forward looking statements is contained from time to time in the company's SEC filings, including, but not limited to, the company's reports on Form 10 ks for the year ended December 31, 2023, and of course, on the Form 10 Q for the Q2 of 2024, which we filed last May. Speaker 200:01:45Copies of these documents may be obtained by contacting the company or the SEC or on the company's website at ruger.com/corporate or the SEC website atsec.gov. We reference non GAAP EBITDA. Please note that the reconciliation of GAAP net income to non GAAP EBITDA can be found in our Form 10 ks for the year ended December 31, 2023, and our Form 10 Q for the Q2 of 2024, both of which are also posted to our website. Furthermore, the company disclaims all responsibility to update forward looking statements. Tom? Speaker 100:02:26Thank you, Pat. Now Tom will discuss the company's Q2 2024 results. Speaker 300:02:32Thanks, Chris. For the Q2 of 2024, net sales were $130,800,000 and diluted earnings were $0.47 per share. For the corresponding period in 2023, net sales were $142,800,000 and diluted earnings were $0.91 per share. For the 6 months ended June 29, 2024, net sales were $267,600,000 and diluted earnings were $0.87 per share. For the corresponding period in 2023, net sales were 292 point $3,000,000 and diluted earnings were $1.72 per share. Speaker 300:03:16Our 2nd quarter profitability improved from the 1st quarter despite a reduction in sales as we increased production 18%, notwithstanding the reduction in headcount resulting from the reduction in force we implemented at the end of the Q1. At June 29, 2024, our cash and short term investments totaled $106,000,000 Our short term investments are invested in the United States Treasury bills and in a money market fund that invests exclusively in the United States Treasury instruments, which mature within 1 year. At June 29, 2024, our current ratio was 4.8:one and we had no debt. Stockholders' equity was $322,000,000 which equates to a book value of $18.90 per share, of which $6.21 was cash and short term investments. In the first half of twenty twenty four, we generated $26,100,000 of cash from operations. Speaker 300:04:18We reinvested $10,400,000 of that back into the company in the form of capital expenditures. We expect our 2024 capital expenditures will total approximately $20,000,000 related to some exciting new product introductions, upgrades to our manufacturing equipment and improvements to our facilities. In the first half of twenty twenty four, we returned $27,100,000 to our shareholders through the payment of $6,800,000 of quarterly dividends and the repurchase of 478,000 shares of our common stock in the open market at an average price of $42.41 per share for a total of $20,300,000 Since the end of the second quarter, we repurchased an additional 150 7,000 shares of our common stock at an average price of $41.27 per share for a total of $6,500,000 Thus far in 2024, we have returned $26,700,000 to our shareholders by repurchasing 634,000 shares, more than 3% of the shares outstanding as of the beginning of the year at an average price of $42.12 per share. Our current cash balance remains above $100,000,000 Our Board of Directors declared a $0.19 per share quarterly dividend for shareholders of record as of August 15, 2024 payable on August 30, 2024. As a reminder, our quarterly dividend is approximately 40% of net income and therefore varies quarter to quarter. Speaker 300:05:59Our variable dividend strategy coupled with our strong debt free balance sheet allows us to continually and consistently provide returns to our shareholders without sacrificing our ability to capitalize on opportunities that emerge. That's the financial update for the Q2. Chris? Speaker 100:06:16Thanks, Tom. We were pleased with the consistency of demand for many of our products in the Q2 despite the decline in consumer demand in the firearms market from last year. On the strength of these products, many of which were introduced last year, the estimated unit sell through of our products from our independent distributors to retailers increased 1% in both the second quarter and the first half of twenty twenty four compared to the prior year. For the same periods, Knicks background checks as adjusted by the National Shooting Sports Foundation decreased 8% 6% respectively. Recently introduced products that drove distributor sell through include the American Rifle Generation II family of rifles, the Marlin 1895 Dark Series lever action rifles, Marlin 336 lever action rifles and the LC carbine chambered in point 45 Auto. Speaker 100:07:11Additionally, the 75th anniversary Mark IV target pistol, 75th anniversary 10.2 Rifles, the 75th Anniversary LCP Max Pistol and the Mini-fourteen rifle with side folding stock also helped drive those sales. Strong pull through of demand kept inventories of Ruger products in the distribution channel at healthy levels. And for our products in stronger demand, the sell through outpaced production during the first half of the year. Consequently, compared to this time last year, our finished goods inventory and the distributors finished goods inventories of Ruger Products have decreased over 100,000 units, 13,000 units in our warehouses and 89,000 units at the distributors. As such, we plan on continuing to increase our production in the second half of the year to begin to replenish these inventories, especially for the new products just mentioned. Speaker 100:08:08Increased production will help us leverage our fixed costs and favorably impact our margins. Designing, engineering and manufacturing innovative new products remains our priority. New product sales totaled $80,000,000 or 31% of firearm sales in the first half of twenty twenty four. New product sales include only major new products that were introduced in the past 2 years. In addition, we add dozens of line extensions and distributor exclusive firearms to our offerings every year. Speaker 100:08:39We look forward to launching another exciting new product and more product derivatives in the second half of this year. Earlier this year, we reorganized some aspects of our business implemented a reduction in force to achieve greater efficiency, productivity and flexibility throughout our organization. We are starting to realize the benefits of these actions. Despite the reduction in headcount, 2nd quarter production increased 18% from the Q1. We expect further improvements from the initiatives we are currently pursuing, and we continue to look for additional opportunities to reduce or eliminate inefficiencies in every part of our business. Speaker 100:09:15We remain focused on the long term goal of creating shareholder value. Our disciplined pricing and promotion strategy may not always benefit current period sales and profitability, but instead enhances our long term performance and promotes consistency throughout the distribution channel. Allowing both independent distributors and retailers to confidently invest in our inventory is essential to Ruger's long term success and leadership in the volatile firearms market. The industry has recognized many of our innovative products with awards and accolades in 2024, including the recently announced Industry Choice Awards for Lever Gun of the Year, the Marlin Dark Series Model 1895 Carbine of the Year, the LC Carbine 45 Auto and high overall rifle of the year, the Ruger American Rifle Gen 2 branch. Those are the highlights of the Q2 of 2024. Speaker 100:10:12Operator, then we have the first question. Operator00:10:17Thank you. At this time, we will conduct a question and answer session. Our first question comes from Mark Smith at Lake Street. Speaker 400:10:47Hey, good morning guys. My question first question is really around ASPs. As we look at kind of the difference between ASPs on units shipped versus those in the backlog, backlog ASPs at very high levels. Is this more so kind of Marlin lever action rifles that we're seeing in the backlog that maybe get built as we move closer in the fall or anything you can give us to kind of walk us through kind of the difference between those two numbers? Speaker 100:11:21Yes, good question, Mark. What that typically is right now is heavy backlog on Marlin. We also have quite a few Ruger American Generation II rifles that are in there at a slightly higher price point than the Gen 1s. So that makes up the I'll say the difference between what's on the backlog number versus what incoming orders may reflect, which include a lot of the 75th anniversary Speaker 400:11:46bottles. Okay. And as we think about units that were shipped, are we still continuing to see strong demand on maybe some lower priced items or ones that you're shipping out over this last quarter, maybe the Super Wrangler Security 380? Is that something or do you feel pretty good about the of items that were produced and shipped during the quarter? Speaker 100:12:09The mix is very strong. However, it is biased to some of those lower price points with those 75th anniversary guns. One of the things we talked about was we didn't engage in a lot of discounting for promotional activity to negatively impact gross margins. However, those 75th anniversary models, the 10/22 LCP MAX, the Mark IV, 75th commemorative, all of those were priced to sell. They were priced pretty sharply to make sure going into this market with a 75th anniversary model, you're going to build things that will go stale at some point. Speaker 100:12:46So you want to make sure you can move those and that was part of our strategy and that's a little bit of why those are at a lower price to make sure we got the velocity we wanted with both our wholesalers, retailers and the end users. Speaker 400:12:58Okay. And margins kind of my next question is, as we think about the backlog and maybe building and shipping some of these Marlin and other centerfire rifles as we work through the next couple of quarters? I know you guys don't give guidance around margin, but how do you feel about the impact of maybe mix shift on margin in the second half and also maybe seeing more benefit from some of the cuts and work that you guys did earlier this year on cutting costs? Speaker 100:13:33Yes, I think there may be some on the mix shift. I think it's more likely margin improvements will be driven by our performance improvement in terms of some of the cost reductions and initiatives we've undertaken as well as deleveraging some of the fixed costs as we take up production numbers. As Tom noted, we were up I think production was up 18% in Q2 and we expect it to be up again in the back half of the year. Speaker 400:13:59Okay. And I think the last question for me, just curious, Chris, if you can give kind of your outlook in into demand or primarily as we think about July, we haven't seen the mix numbers come out yet, but we saw kind of a jump mid month around news and events in firearm demand. Curious if any thoughts that you can give us around July demand for firearms and what you kind of heard and saw from distributors and retailers? Speaker 100:14:32By and large, any jump that we saw related to items in the news cycle was pretty short and pretty minor to be perfectly honest. I don't think that drove much in July. July continued a pretty slow period when we look at overall demand at the retail level. I was just down at one of our major retailers in Alabama for their promotion this past weekend. And while we did well, what was moving was the lower priced items. Speaker 100:15:02Lower priced items, hard to get items. And our core customer is still hurting. So I think the when the man or woman comes into the gun store and the credit card is maxed out, there's only so much they can put on that card and so much they can buy. And I think that's partially driving it. And again, July is a tough month historically. Speaker 100:15:22We're back to that cyclical nature and seasonal nature of our business. And July is typically one of the toughest months for the firearms industry. Speaker 400:15:33Okay. And maybe I'll squeeze in one more. Just as you're out there in the industry and talking to people, is it safe to assume that you guys are not expecting the historical big ramp as we get closer into a presidential election this year? Speaker 100:15:54Good question. I don't know what to expect. I mean, we're ready either way. I mean, our production is going to be moving forward based on what we have for new products in the pipeline. So we're going to be increasing our production regardless. Speaker 100:16:08And if there is an unexpected spike in demand, we've got inventory, distributors have inventory. It's lower than it was last year at this time, which is a healthy thing, but there's still inventories to support that. So again, we're not banking on it or planning on it, but we'll be ready for it if it comes. Speaker 400:16:28Excellent. Thank you, guys. Operator00:16:31Thank you. Our next question comes from Rommel Dionisio at Aegis Capital. Speaker 500:16:43Good morning and thank you. Chris, you alluded to some new product launches in the back half of the year, certainly looking forward to that. But as you think about the timing and the cadence of new product launches, difficult challenging industry environment overall right now, Does this cause you to kind of maybe have these set for a while, but as we enter as we think about 2025, do you think about slowing that down and waiting for kind of an industry bounce back or how do you kind of think about the cadence of new product introductions here over the next few quarters? Speaker 100:17:17Thanks, Rommel. Typically, we don't let that drive our new product thinking. We know we've got to have a steady stream of new products coming. Some of them are products that take several years to work through getting into market. Others can be pretty short and quick hits. Speaker 100:17:34But the actual trying to time it is always difficult and candidly almost any new product initiative always takes longer than you'd like. So it's kind of fraught with peril if you're trying to time it too closely. So we're going to go as fast as we can with the new products. We've got a couple of cool things coming in the fall that we're excited about. And again, we're certainly not going to hold off on anything waiting for either a shift in the market or anything else. Speaker 100:18:00When it's ready and we've got inventory, we're going to get it out there. I think most people know now that Ruger unlike some folks when we announce a product, we like to have it available either right at distributors or even ideally in retailers before the customer hears about it. So that's going to be our plan as we go forward. Operator00:18:29I'm showing no further questions at this time. I would now like to turn it back over to Chris for closing remarks. Speaker 100:18:38In closing, I'd like to thank all of you for attending our call this morning and thank our shareholders for their continued investment in our company. And most importantly, I'd like to thank our loyal customers and our 1800 hardworking members of the Ruger team who design, build and sell rugged, reliable firearms throughout the year. Thank you. Operator00:19:00Thank you for your participation in today's conference. This does conclude the program. You may now disconnect.Read morePowered by Key Takeaways Despite a year-over-year sales decline to $130.8M and EPS falling to $0.47, Q2 profitability improved from Q1 as production rose 18% after a reduction in force. The company ended Q2 with $106M in cash and short-term investments, no debt, and generated $26.1M in operating cash, returning $26.7M to shareholders via dividends and share repurchases year-to-date. Distributor sell-through of Ruger products increased 1% in Q2 versus an 8% industry decline, driven by new offerings such as the American Rifle Gen II, Marlin lever-action rifles and the LC Carbine .45 Auto, which helped reduce channel inventory by over 100,000 units. Efficiency initiatives and headcount reductions have boosted production without adding fixed costs, and further cost-saving measures combined with higher H2 production should improve margins and replenish inventories. Innovation remains a priority with new product sales accounting for 31% of H1 firearm revenue and additional major launches and line extensions planned for the second half of 2024. AI Generated. May Contain Errors.Conference Call Audio Live Call not available Earnings Conference CallSturm, Ruger & Company, Inc. Q2 202400:00 / 00:00Speed:1x1.25x1.5x2x Earnings DocumentsPress Release(8-K)Quarterly report(10-Q) Sturm, Ruger & Company, Inc. Earnings HeadlinesHedge Fund and Insider Trading News: Whitney Tilson, Bill Ackman, Warren Buffet, Ray Dalio, Rokos Capital Management, Post Holdings Inc (POST), Sturm Ruger & Company Inc (RGR), and MoreJune 10 at 3:17 PM | insidermonkey.comSupreme Court Blocks Mexico's Lawsuit Against Gunmaker Sturm Ruger (RGR) | RGR Stock NewsJune 5, 2025 | gurufocus.comGet Ready for Elon Musk’s BIGGEST Comeback YetTesla's About to Prove Everyone Wrong... Again Back in 2018, when Jeff Brown told everyone to buy Tesla… The "experts" said Elon was finished and Tesla was headed for bankruptcy. Now they're saying the same thing, but Jeff has uncovered Tesla's next breakthrough.June 12, 2025 | Brownstone Research (Ad)Sturm, Ruger & Company, Inc. (NYSE:RGR) Stock Rating Upgraded by Wall Street ZenJune 2, 2025 | americanbankingnews.comWith 69% institutional ownership, Sturm, Ruger & Company, Inc. (NYSE:RGR) is a favorite amongst the big gunsMay 27, 2025 | uk.finance.yahoo.comIndependent Chairman of the Board of Sturm Ruger John Cosentino Buys 191% More SharesMay 10, 2025 | finance.yahoo.comSee More Sturm, Ruger & Company, Inc. Headlines Get Earnings Announcements in your inboxWant to stay updated on the latest earnings announcements and upcoming reports for companies like Sturm, Ruger & Company, Inc.? Sign up for Earnings360's daily newsletter to receive timely earnings updates on Sturm, Ruger & Company, Inc. and other key companies, straight to your email. Email Address About Sturm, Ruger & Company, Inc.Sturm, Ruger & Co., Inc. engages in the business of designing, manufacturing, and selling firearms to domestic customers. It operates through the Firearms and Castings segments. The Firearms segment focuses on manufacturing and selling rifles, pistols, and revolvers principally to a number of federally licensed, independent wholesale distributors. The Castings segment offers steel investment castings and metal injection molding parts. The company was founded by William B. Ruger in 1949 and is headquartered in Southport, CT.View Sturm, Ruger & Company, Inc. ProfileRead more More Earnings Resources from MarketBeat Earnings Tools Today's Earnings Tomorrow's Earnings Next Week's Earnings Upcoming Earnings Calls Earnings Newsletter Earnings Call Transcripts Earnings Beats & Misses Corporate Guidance Earnings Screener Earnings By Country U.S. Earnings Reports Canadian Earnings Reports U.K. Earnings Reports Latest Articles Broadcom Slides on Solid Earnings, AI Outlook Still StrongFive Below Pops on Strong Earnings, But Rally May StallRed Robin's Comeback: Q1 Earnings Spark Investor HopesOllie’s Q1 Earnings: The Good, the Bad, and What’s NextBroadcom Earnings Preview: AVGO Stock Near Record HighsUlta’s Beautiful Q1 Earnings Report Points to More Gains Aheade.l.f. 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There are 6 speakers on the call. Operator00:00:00Good day and thank you for standing by. Welcome to the Sturm RUGER Earnings Conference Call. At this time, all participants are in a listen only mode. After the speakers' presentation, there will be a question and answer Please be advised that today's conference is being recorded. I would now like to hand the conference over to your first speaker today, Chris Caloi, President and CEO. Operator00:00:36Please go ahead. Speaker 100:00:39Good morning, and welcome to Sturm, Grover and Company's Q2 2024 Conference Call. I'll ask Patricia Shepherd, our Deputy General Counsel, to read the caution on forward looking statements. Tom Denaine, our Chief Financial Officer, will then give an overview of the Q2 2024 financial results, and then I will discuss our operations and the market. After that, we'll get to your questions. Speaker 200:01:01Pat? Thanks, Chris. I just want to remind everyone that statements made in the course of this meeting that state the company's or management's intentions, hopes, beliefs, expectations or predictions of the future are forward looking statements. It is important to note that the company's actual results could differ materially from those projected in such forward looking statements. Additional information concerning factors that could cause actual results to differ materially from those in the forward looking statements is contained from time to time in the company's SEC filings, including, but not limited to, the company's reports on Form 10 ks for the year ended December 31, 2023, and of course, on the Form 10 Q for the Q2 of 2024, which we filed last May. Speaker 200:01:45Copies of these documents may be obtained by contacting the company or the SEC or on the company's website at ruger.com/corporate or the SEC website atsec.gov. We reference non GAAP EBITDA. Please note that the reconciliation of GAAP net income to non GAAP EBITDA can be found in our Form 10 ks for the year ended December 31, 2023, and our Form 10 Q for the Q2 of 2024, both of which are also posted to our website. Furthermore, the company disclaims all responsibility to update forward looking statements. Tom? Speaker 100:02:26Thank you, Pat. Now Tom will discuss the company's Q2 2024 results. Speaker 300:02:32Thanks, Chris. For the Q2 of 2024, net sales were $130,800,000 and diluted earnings were $0.47 per share. For the corresponding period in 2023, net sales were $142,800,000 and diluted earnings were $0.91 per share. For the 6 months ended June 29, 2024, net sales were $267,600,000 and diluted earnings were $0.87 per share. For the corresponding period in 2023, net sales were 292 point $3,000,000 and diluted earnings were $1.72 per share. Speaker 300:03:16Our 2nd quarter profitability improved from the 1st quarter despite a reduction in sales as we increased production 18%, notwithstanding the reduction in headcount resulting from the reduction in force we implemented at the end of the Q1. At June 29, 2024, our cash and short term investments totaled $106,000,000 Our short term investments are invested in the United States Treasury bills and in a money market fund that invests exclusively in the United States Treasury instruments, which mature within 1 year. At June 29, 2024, our current ratio was 4.8:one and we had no debt. Stockholders' equity was $322,000,000 which equates to a book value of $18.90 per share, of which $6.21 was cash and short term investments. In the first half of twenty twenty four, we generated $26,100,000 of cash from operations. Speaker 300:04:18We reinvested $10,400,000 of that back into the company in the form of capital expenditures. We expect our 2024 capital expenditures will total approximately $20,000,000 related to some exciting new product introductions, upgrades to our manufacturing equipment and improvements to our facilities. In the first half of twenty twenty four, we returned $27,100,000 to our shareholders through the payment of $6,800,000 of quarterly dividends and the repurchase of 478,000 shares of our common stock in the open market at an average price of $42.41 per share for a total of $20,300,000 Since the end of the second quarter, we repurchased an additional 150 7,000 shares of our common stock at an average price of $41.27 per share for a total of $6,500,000 Thus far in 2024, we have returned $26,700,000 to our shareholders by repurchasing 634,000 shares, more than 3% of the shares outstanding as of the beginning of the year at an average price of $42.12 per share. Our current cash balance remains above $100,000,000 Our Board of Directors declared a $0.19 per share quarterly dividend for shareholders of record as of August 15, 2024 payable on August 30, 2024. As a reminder, our quarterly dividend is approximately 40% of net income and therefore varies quarter to quarter. Speaker 300:05:59Our variable dividend strategy coupled with our strong debt free balance sheet allows us to continually and consistently provide returns to our shareholders without sacrificing our ability to capitalize on opportunities that emerge. That's the financial update for the Q2. Chris? Speaker 100:06:16Thanks, Tom. We were pleased with the consistency of demand for many of our products in the Q2 despite the decline in consumer demand in the firearms market from last year. On the strength of these products, many of which were introduced last year, the estimated unit sell through of our products from our independent distributors to retailers increased 1% in both the second quarter and the first half of twenty twenty four compared to the prior year. For the same periods, Knicks background checks as adjusted by the National Shooting Sports Foundation decreased 8% 6% respectively. Recently introduced products that drove distributor sell through include the American Rifle Generation II family of rifles, the Marlin 1895 Dark Series lever action rifles, Marlin 336 lever action rifles and the LC carbine chambered in point 45 Auto. Speaker 100:07:11Additionally, the 75th anniversary Mark IV target pistol, 75th anniversary 10.2 Rifles, the 75th Anniversary LCP Max Pistol and the Mini-fourteen rifle with side folding stock also helped drive those sales. Strong pull through of demand kept inventories of Ruger products in the distribution channel at healthy levels. And for our products in stronger demand, the sell through outpaced production during the first half of the year. Consequently, compared to this time last year, our finished goods inventory and the distributors finished goods inventories of Ruger Products have decreased over 100,000 units, 13,000 units in our warehouses and 89,000 units at the distributors. As such, we plan on continuing to increase our production in the second half of the year to begin to replenish these inventories, especially for the new products just mentioned. Speaker 100:08:08Increased production will help us leverage our fixed costs and favorably impact our margins. Designing, engineering and manufacturing innovative new products remains our priority. New product sales totaled $80,000,000 or 31% of firearm sales in the first half of twenty twenty four. New product sales include only major new products that were introduced in the past 2 years. In addition, we add dozens of line extensions and distributor exclusive firearms to our offerings every year. Speaker 100:08:39We look forward to launching another exciting new product and more product derivatives in the second half of this year. Earlier this year, we reorganized some aspects of our business implemented a reduction in force to achieve greater efficiency, productivity and flexibility throughout our organization. We are starting to realize the benefits of these actions. Despite the reduction in headcount, 2nd quarter production increased 18% from the Q1. We expect further improvements from the initiatives we are currently pursuing, and we continue to look for additional opportunities to reduce or eliminate inefficiencies in every part of our business. Speaker 100:09:15We remain focused on the long term goal of creating shareholder value. Our disciplined pricing and promotion strategy may not always benefit current period sales and profitability, but instead enhances our long term performance and promotes consistency throughout the distribution channel. Allowing both independent distributors and retailers to confidently invest in our inventory is essential to Ruger's long term success and leadership in the volatile firearms market. The industry has recognized many of our innovative products with awards and accolades in 2024, including the recently announced Industry Choice Awards for Lever Gun of the Year, the Marlin Dark Series Model 1895 Carbine of the Year, the LC Carbine 45 Auto and high overall rifle of the year, the Ruger American Rifle Gen 2 branch. Those are the highlights of the Q2 of 2024. Speaker 100:10:12Operator, then we have the first question. Operator00:10:17Thank you. At this time, we will conduct a question and answer session. Our first question comes from Mark Smith at Lake Street. Speaker 400:10:47Hey, good morning guys. My question first question is really around ASPs. As we look at kind of the difference between ASPs on units shipped versus those in the backlog, backlog ASPs at very high levels. Is this more so kind of Marlin lever action rifles that we're seeing in the backlog that maybe get built as we move closer in the fall or anything you can give us to kind of walk us through kind of the difference between those two numbers? Speaker 100:11:21Yes, good question, Mark. What that typically is right now is heavy backlog on Marlin. We also have quite a few Ruger American Generation II rifles that are in there at a slightly higher price point than the Gen 1s. So that makes up the I'll say the difference between what's on the backlog number versus what incoming orders may reflect, which include a lot of the 75th anniversary Speaker 400:11:46bottles. Okay. And as we think about units that were shipped, are we still continuing to see strong demand on maybe some lower priced items or ones that you're shipping out over this last quarter, maybe the Super Wrangler Security 380? Is that something or do you feel pretty good about the of items that were produced and shipped during the quarter? Speaker 100:12:09The mix is very strong. However, it is biased to some of those lower price points with those 75th anniversary guns. One of the things we talked about was we didn't engage in a lot of discounting for promotional activity to negatively impact gross margins. However, those 75th anniversary models, the 10/22 LCP MAX, the Mark IV, 75th commemorative, all of those were priced to sell. They were priced pretty sharply to make sure going into this market with a 75th anniversary model, you're going to build things that will go stale at some point. Speaker 100:12:46So you want to make sure you can move those and that was part of our strategy and that's a little bit of why those are at a lower price to make sure we got the velocity we wanted with both our wholesalers, retailers and the end users. Speaker 400:12:58Okay. And margins kind of my next question is, as we think about the backlog and maybe building and shipping some of these Marlin and other centerfire rifles as we work through the next couple of quarters? I know you guys don't give guidance around margin, but how do you feel about the impact of maybe mix shift on margin in the second half and also maybe seeing more benefit from some of the cuts and work that you guys did earlier this year on cutting costs? Speaker 100:13:33Yes, I think there may be some on the mix shift. I think it's more likely margin improvements will be driven by our performance improvement in terms of some of the cost reductions and initiatives we've undertaken as well as deleveraging some of the fixed costs as we take up production numbers. As Tom noted, we were up I think production was up 18% in Q2 and we expect it to be up again in the back half of the year. Speaker 400:13:59Okay. And I think the last question for me, just curious, Chris, if you can give kind of your outlook in into demand or primarily as we think about July, we haven't seen the mix numbers come out yet, but we saw kind of a jump mid month around news and events in firearm demand. Curious if any thoughts that you can give us around July demand for firearms and what you kind of heard and saw from distributors and retailers? Speaker 100:14:32By and large, any jump that we saw related to items in the news cycle was pretty short and pretty minor to be perfectly honest. I don't think that drove much in July. July continued a pretty slow period when we look at overall demand at the retail level. I was just down at one of our major retailers in Alabama for their promotion this past weekend. And while we did well, what was moving was the lower priced items. Speaker 100:15:02Lower priced items, hard to get items. And our core customer is still hurting. So I think the when the man or woman comes into the gun store and the credit card is maxed out, there's only so much they can put on that card and so much they can buy. And I think that's partially driving it. And again, July is a tough month historically. Speaker 100:15:22We're back to that cyclical nature and seasonal nature of our business. And July is typically one of the toughest months for the firearms industry. Speaker 400:15:33Okay. And maybe I'll squeeze in one more. Just as you're out there in the industry and talking to people, is it safe to assume that you guys are not expecting the historical big ramp as we get closer into a presidential election this year? Speaker 100:15:54Good question. I don't know what to expect. I mean, we're ready either way. I mean, our production is going to be moving forward based on what we have for new products in the pipeline. So we're going to be increasing our production regardless. Speaker 100:16:08And if there is an unexpected spike in demand, we've got inventory, distributors have inventory. It's lower than it was last year at this time, which is a healthy thing, but there's still inventories to support that. So again, we're not banking on it or planning on it, but we'll be ready for it if it comes. Speaker 400:16:28Excellent. Thank you, guys. Operator00:16:31Thank you. Our next question comes from Rommel Dionisio at Aegis Capital. Speaker 500:16:43Good morning and thank you. Chris, you alluded to some new product launches in the back half of the year, certainly looking forward to that. But as you think about the timing and the cadence of new product launches, difficult challenging industry environment overall right now, Does this cause you to kind of maybe have these set for a while, but as we enter as we think about 2025, do you think about slowing that down and waiting for kind of an industry bounce back or how do you kind of think about the cadence of new product introductions here over the next few quarters? Speaker 100:17:17Thanks, Rommel. Typically, we don't let that drive our new product thinking. We know we've got to have a steady stream of new products coming. Some of them are products that take several years to work through getting into market. Others can be pretty short and quick hits. Speaker 100:17:34But the actual trying to time it is always difficult and candidly almost any new product initiative always takes longer than you'd like. So it's kind of fraught with peril if you're trying to time it too closely. So we're going to go as fast as we can with the new products. We've got a couple of cool things coming in the fall that we're excited about. And again, we're certainly not going to hold off on anything waiting for either a shift in the market or anything else. Speaker 100:18:00When it's ready and we've got inventory, we're going to get it out there. I think most people know now that Ruger unlike some folks when we announce a product, we like to have it available either right at distributors or even ideally in retailers before the customer hears about it. So that's going to be our plan as we go forward. Operator00:18:29I'm showing no further questions at this time. I would now like to turn it back over to Chris for closing remarks. Speaker 100:18:38In closing, I'd like to thank all of you for attending our call this morning and thank our shareholders for their continued investment in our company. And most importantly, I'd like to thank our loyal customers and our 1800 hardworking members of the Ruger team who design, build and sell rugged, reliable firearms throughout the year. Thank you. Operator00:19:00Thank you for your participation in today's conference. This does conclude the program. You may now disconnect.Read morePowered by