Ruger’s announcement that it was reintroducing the Glenfield brand—which, for roughly two decades, was manufactured by Marlin and sold by JC Penney and Montgomery Ward—actually signals the revival of a storied practice within the firearm industry. Our history indicates the approach is a sound one, although Ruger is wisely modifying the route to a more modern one. Here’s a look at the strategy’s early success and disappearance nearly 50 years ago.
The History
When mall-anchoring goliaths dominated retail by offering furniture, clothing, kitchen appliances and more under one roof, their sporting goods departments routinely sold firearms from the 1960s to 1980s. The stores were one-stop-shops, often with photo studios and even candy counters to keep the younger crowd happy during lengthy shopping trips. Restaurants, movie theaters and competitors moved next door, or into the mall, to take advantage of the foot traffic.
Sears handled the Ted Williams line of firearms. The Baseball Hall of Fame inductee was an avid outdoorsman, routinely seen on TV hunting and fishing and probably didn’t complain about having his name put on guns made by legendary manufacturers, which included Winchester, Marlin and Ithaca.
Montgomery Ward offered Western Fields, Hercules and Glenfield firearms. JC Penney sold Glenfields and others. Western Auto and other retailers sold guns as well. These were not inferior firearms, either. Retooling is expensive, time-consuming and when it comes to major components, adds a layer of quality control concern.
As a result, nearly those guns made for retailers under another brand name had the same critical parts—receivers, barrels, etc.—as those models the manufacturer offered wearing its legendary name. The cost savings were made possible by eliminating frills usually added later in the manufacturing process. Stocks, for example, would be labeled as a generic “hardwood” rather than American walnut. They might lack checkering on the fore-end and wrist or a hand-rubbed oil finish. Their overall profiles were often the same, which meant they could be produced by the same machine and skip stations dedicated to adding fancy touches. Less expensive barrel finish, sights, trigger guards, magazines, recoil pads (or lack of), etc. helped further drop the MSRP.
Huge brick-and-mortar retail outlets that offer everything under the sun are either gone or qualify for listing as endangered. The retail and political climates have changed, too, as have the legal requirements to transfer a firearm. And today’s enthusiasts are slightly different.
Ruger’s Modern Answer
Ruger introduced its American Rifle Gen 2 in 2024. The Gen 1 version, unveiled in 2012, was only available with synthetic stocks that were a single solid color. The latest iteration offers a lot more than a monotone look, including camo versions. Add integral texturing and other new features, detailed in American Rifleman's first review of the platform, and the upgraded version is well worth consideration by any enthusiast.
But nearly 2 million Gen 1s sold in only 12 years. That enviable figure is a solid reflection of the quality and performance it delivered.
Rather than let it fade away, Ruger’s clever solution was to roll out a version wearing the same critical features and reintroduce the Glenfield label simultaneously. That Glenfield Model A comes with an MSRP of roughly $100 less than comparable Gen 1s by eliminating a few non-essential touches.
It makes more financial sense than letting the intellectual property and physical dies collect dust. It’s good news for those who’ve recently taken up the sport, and the timing is ideal.
The big box stores that offered everything, including the kitchen sink, may be gone but many retailers that that occupy vertical or near vertical niches are flourishing. Bass Pro Shops, Brownells, GunBroker.com, Guns.com, MidwayUSA and some brick-and-mortar FFLs are doing well in a tough business climate in which consumers are tightening their belts.
The arrival of the Glenfield Model A at a budget friendly price—with Ruger’s reputation for reliability built in—should be a big hit with retailers and enthusiasts alike. It’s a welcome addition with the holiday shopping season already underway.
We’ll have to wait and see whether other manufacturers follow suit. With gun sales lethargic over the past few years, however, there’s no doubt they’ll be watching how the introduction unfolds.
