A Chat with April’s Profile, A.G. Russell and Goldie Russell, president and CEO, A.G. Russell Knives

CS: What’s your annual circ?
Goldie: About 5 million.

CS: And the number of SKUs?
Goldie: Actually in inventory, it’s about 3,000. Any given catalog carries about 300. But the Web site is much deeper.

CS: What are your primary customer demographics?
Goldie: Definitely male. Age 45 to 65. Strongly oriented towards hunting and shooting. What I like to call the rugged outdoors type. A.G. doesn’t like the word rugged. It’s that shooting, hunting traditional.