U.S. Firms Target Global Market at Arms Fair.

• Author: Ezell, Virginia Hart
• Position: Internationale Waffen Ausstellung - Brief Article

While it serves as the venue for a global trade fair for sporting weapons every spring, the Internationale Waffen Ausstellung (IWA) in Nuremberg, Germany, also attracts customers from other segments of the small-arms market. Law enforcement and military customers from all over the world attend this major exhibition, looking for new and different products. They are rarely disappointed.

During dry spells in military spending, companies often look to commercial and law enforcement sales to sustain the bottom line. Also, military forces are taking on more peacekeeping missions and including tactics previously associated with law enforcement.

While the vast majority of displays at this major international trade fair catered to the civilian market, there was evidence of the dual-use aspect of this commodity. Large displays focused on law-enforcement requirements, with the latest in tasers, pepper sprays, less-than-lethal ammunition and protective equipment.

The largest number ever from the American small-arms community came to the TWA this year, evidence that exports are becoming an important part of U.S. marketing strategies. A total of 122 American companies attended, overtaking the Italians as the largest foreign contingent and becoming second in size only to the German exhibitors. Companies ranging from major manufacturers, such as Smith & Wesson, to accessory makers, such as holster maker, Phalanx, of Boca Raton, Fla,, were on hand.

American companies planning to sell in Europe recognize the importance of having their products on display at TWA, according to Bernd Kietz, senior commercial specialist from the U.S. consulate in Munich, Germany. The U.S. government has been assisting with the American pavilion at the TWA for 12 years, Kierz said.

Despite the strong dollar, Kietz encouraged American companies to "stick with it" and retain their now-dominant position. Over the past three years, half of all imports in Germany's civilian hunting and sport shooting market--which amounted to more than $410 million in 1999--came from the United States. According to Kierz, figures indicate a consistent trend of 2 to 3 percent increases in sales over the past three years.

Mikhail Kalashnikov's first-time visit to the show provided further evidence of the link between market segments. The designer of the well-known AK-47 assault rifle was at the TWA to announce the establishment of a new gun store and indoor firing range bearing his name in central...