幾十年來，需要步槍和其他相關裝備的狩獵者通常都會首選去Dick’s Sporting Goods的零售店。

去年的帕克蘭中學槍擊案后，這家零售商的首席執行官埃德·斯塔克宣布所有店鋪將下架突擊式步槍，并將購槍年齡全面提高到21歲，因而招致了許多忠實顧客的不滿。斯塔克成為《財富》美國500強中首位態度鮮明的首席執行官也未能改善情況。他告訴《財富》雜志：“必須禁用突擊式步槍。”

在他的新自傳《我們行事光明正大：建立公司、表明立場、產生影響》（It’s How We Play The Game: Build A Business. Take A Stand. Make A Difference）一書中，斯塔克闡述了作為美國四大槍支銷售商之一，Dick’s Sporting Goods如何“讓自己成了問題的一部分”。同時，鑒于美國政府在這個問題上陷入僵局，他希望自己的公司成為解決方案的一部分。

2018年，Cabela’s和Bass Pro等漁獵用品連鎖店以及無數地方經銷商遭消費者“遺棄”，這讓Dick’s Sporting Goods損失了約3億美元的銷售額。和該公司的其他許多商品相比，槍支的利潤率要低得多，但槍支可以讓狩獵者走進店鋪并購買其他商品。斯塔克知道此類業務中有很大一部分將永遠消失。

斯塔克說：“有些人對我們非常不滿，我們也已經失去了這些顧客。”

For decades, Dick’s Sporting Goods was a go-to retailer for hunters needing rifles and other related gear.

So when the retailer’s CEO, Ed Stack, announced last year—after the Parkland school shooting—that he was pulling assault-style rifles from all stores and raising the age to buy any gun to 21, many loyal shoppers were apoplectic. It didn’t help that Stack was the first Fortune 500 CEO to be so categorical about his stance. “Assault-style rifles should be banned,” he tells Fortune.

In a new autobiography, It’s How We Play The Game: Build A Business. Take A Stand. Make A Difference, Stack recounts how Dick’s being one of the four biggest U.S. sellers of firearms “made us part of the problem.” And given Washington’s gridlock, he wanted Dick’s to be part of the solution.

In 2018, the defection of customers to chains such as Cabela’s, Bass Pro, and countless local dealers cost Dick’s about $300 million in sales. Guns offer far slimmer margins than the rest of Dick’s assortment, but they generate store visits from hunters coming in to grab other items. Stack knows a big chunk of that business is gone for good.

“The ones that are mad at us, we’ve lost them,” Stack says.

Dick’s Sporting Goods由斯塔克已故的父親于1948年在紐約州賓漢姆頓市創立，最初是一家魚餌和漁具商店。盡管當時狂飆突進運動余波未消，但這家店已經開始反彈。1948年上半年的可比銷售額增長了1.7%，而且呈現出加速增長態勢。

斯塔克并沒有流連于過去。Dick’s Sporting Goods的727家同名店鋪中，已經有125家將槍支全面下架以便尋找替代品。在18家與Dick’s Sporting Goods門店分開運營的Field & Stream狩獵用具商店中，銷售槍支的也只有8家。實際上，該公司正在對包括槍支在內的整個狩獵用品業務進行“戰略性評估”。

為抵銷此項業務的影響，Dick’s Sporting Goods打算積極爭取更為專業的射擊運動愛好者，而不僅僅是“休閑玩家”。這個戶外用品顧客群體通常會在REI或者L.L. Bean購物。Dick’s Sporting Goods還開始在自家門店中增設更有體驗色彩的元素，包括HitTrax棒球室內練習場以及可以幫助購物者找到合適球桿的室內高爾夫練習場。

看來Dick’s Sporting Goods正在后擁槍時代打造未來，就像CVS Health 在2014年放棄煙草產品后對零售業務進行調整一樣。斯塔克激動地說：“我們把一支獵槍賣給了帕克蘭的那個孩子。雖然那并不是2018年槍擊案使用的槍支，但他本就不該在我們這里買到槍。”鑒于Dick’s Sporting Goods目前展現出的前進方向，以后槍手也許根本就沒有這個選項。（財富中文網）

本文另一版本登載于《財富》雜志2019年11月刊，標題為《不賣槍的Dick’s會是什么樣？》。

譯者：Charlie

審校：夏林

Despite the lingering Sturm Und Drang, Dick’s, founded by Stack’s late father as a bait and tackle shop in Binghamton, N.Y., in 1948, has begun to rebound. In the first half of the year, comparable sales are up 1.7% and gathering speed.

And Stack is not looking back. Dick’s has removed guns altogether from 125 of its 727 namesake stores to see what could replace sales, and just sold eight of its 18 standalone hunting Field & Stream stores. In fact, the company’s entire hunting business, including guns, is up for “strategic review.”

To offset that business, Dick’s wants to aggressively pursue more serious athletes, not just the casual player, and the outdoor crowd that usually shops at REI or L.L. Bean. It’s also adding more experiential elements to its stores, including HitTrax baseball batting cages and indoor golf driving ranges to help shoppers find the right clubs.

It seems that just as CVS rejiggered its retail business after giving up tobacco products in 2014, Dick’s is building a post-gun future. “We sold that kid in Parkland a shotgun,” says Stack emotionally. (It wasn’t the weapon used in the 2018 Florida massacre.) “He should never have been able to buy a shotgun from us.” Given where Dick’s seems to be heading, a future shooter might not even have that option.

A version of this article appears in the November 2019 issue of Fortune with the headline “What Is Dick’s Without Guns?”