American firearm manufacturing company Ruger (NYSE: RGR) fell short of the market’s revenue expectations in Q1 CY2025, with sales flat year on year at $135.7 million. Its non-GAAP profit of $0.46 per share was 29.2% below analysts’ consensus estimates.

Is now the time to buy RGR? Find out in our full research report (it’s free).

StockStory’s Take

Ruger’s first quarter results reflected the impact of a challenging firearms market, with management citing pressure across handguns, rifles, and shotguns. CEO Todd Seyfert emphasized that while industry-wide retail sales declined, Ruger’s own performance held steady, supported by demand for recent new product introductions such as the RXM pistol and the Marlin lever-action rifles. Seyfert highlighted operational improvements and the company’s ability to adapt production levels to market conditions, noting, “Our flexible manufacturing model allowed us to adjust production based on demand while maintaining our focus on safety, quality, delivery, and cost.”

Looking forward, management outlined plans to accelerate new product launches and expand production capacity, even as broader consumer demand remains uncertain. Seyfert described a “full pipeline of roadmaps for our product categories” and indicated that capital investments would support getting new models to market faster. He acknowledged industry headwinds but projected that Ruger’s financial discipline and U.S.-centric supply chain would help the company maintain stability and pursue growth opportunities, stating, “We actually feel that we have opportunity to go out in certain categories, be more aggressive, take share, and we have the balance sheet to do that.”

Key Insights from Management’s Remarks

Management attributed Ruger’s flat sales to continued demand for new products and operational adaptability in a declining market. They also highlighted ongoing investments intended to improve long-term competitiveness.

• Leadership Transition: The quarter marked Todd Seyfert’s first as CEO, following Chris Killoy’s retirement. Seyfert has prioritized maintaining Ruger’s culture of quality and operational discipline during the transition.
• Industry-wide Demand Weakness: Management pointed to a nearly 10% year-on-year decline in overall U.S. retail firearm unit sales, with Ruger’s results outperforming this trend by remaining flat. Seyfert noted, “Although the firearms industry may be cyclical, Ruger does not have to be.”
• New Product Contribution: New product sales made up 31.6% of quarterly revenue. High-demand launches included the RXM pistol, second-generation Ruger American rifle, and Marlin lever-action rifles, indicating ongoing customer interest in recently introduced models.
• Flexible Manufacturing and Supply Chain: Ruger’s U.S.-based manufacturing footprint and sourcing insulated the company from immediate tariff impacts. The company increased raw material inventories to buffer against potential supply disruptions and cost increases.
• Capital Investment Plans: Management discussed higher capital expenditures—potentially exceeding $30 million for the year—to support faster new product introductions, capacity expansion, and manufacturing upgrades. Seyfert stated, “We will be more aggressive in terms of the pace of the launches.”

Drivers of Future Performance

Management expects near-term performance to be shaped by ongoing market headwinds, but plans to pursue growth through accelerated product launches, operational investments, and market share gains.

• Accelerated Product Launches: The company plans to increase the pace of new firearm introductions, aiming to capture customer interest and respond quickly to shifting market preferences. This approach is designed to offset weak industry demand.
• Capacity Expansion and Efficiency: Planned investments in production capacity and manufacturing upgrades are intended to improve output and reduce production bottlenecks. Management believes this will position Ruger to capitalize on future market recovery and consumer trends.
• Monitoring Industry Risks: Management acknowledged risks from persistent weak consumer demand, potential supply chain disruptions, and the impact of tariffs. While immediate effects are limited, the company is closely watching input costs and inventory dynamics to maintain margin stability.

Top Analyst Questions

• Rommel Dionisio (Aegis Capital): Asked if higher capital spending signals a more aggressive pace of new product launches. Seyfert confirmed, “We will be more aggressive in terms of the pace of the launches.”
• Rommel Dionisio (Aegis Capital): Inquired about marketing and sales investment impact on profitability. Seyfert said near-term spending would be capital-focused, with expense increases tied to future growth in new product introductions.
• Rommel Dionisio (Aegis Capital): Questioned which product categories offer the most significant launch opportunities. Seyfert declined specifics but stated the pipeline is robust across all platforms.
• Mark Smith (Lake Street): Asked about the RXM pistol’s effect on average selling price (ASP). Seyfert noted a short-term impact from the ramp-up, expecting stabilization as production levels out.
• Mark Smith (Lake Street): Probed confidence behind capacity expansion amid weak demand. Seyfert cited a combination of strong new product roadmaps and the ability to invest aggressively due to Ruger’s solid balance sheet.

Catalysts in Upcoming Quarters

Looking ahead, the StockStory team will be monitoring (1) the pace and commercial reception of new product launches across Ruger’s core and emerging platforms, (2) the effectiveness of capital investments in boosting production efficiency and meeting demand, and (3) any signs of improvement or further deterioration in broader U.S. firearms market trends. Updates on supply chain stability and tariff impacts will also be important indicators of future performance.

Ruger currently trades at a forward EV-to-EBITDA ratio of 11.3×. In the wake of earnings, is it a buy or sell? See for yourself in our free research report.

The Best Stocks for High-Quality Investors

Market indices reached historic highs following Donald Trump’s presidential victory in November 2024, but the outlook for 2025 is clouded by new trade policies that could impact business confidence and growth.

While this has caused many investors to adopt a "fearful" wait-and-see approach, we’re leaning into our best ideas that can grow regardless of the political or macroeconomic climate. Take advantage of Mr. Market by checking out our Top 9 Market-Beating Stocks. This is a curated list of our High Quality stocks that have generated a market-beating return of 176% over the last five years.

Stocks that made our list in 2020 include now familiar names such as Nvidia (+1,545% between March 2020 and March 2025) as well as under-the-radar businesses like the once-micro-cap company Kadant (+351% five-year return). Find your next big winner with StockStory today.