Girls With Guns

Girls With Guns: From Garage to Global Business

CLIENT:
Girls with Guns (GWG) is a woman-owned and operated apparel company based in Northern California.  With a line of tanks, tees, swimwear, lounge pants, sweatshirts, hats, Montana Silversmiths® jewelry, ProLine ® boots, and most recently a Hunting apparel line featuring Mossy Oak® Camo, GWG combines femininity with the great outdoors.

Founded in 2009 by two young entrepreneurial women in their garage, the business has thrived with gross sales growing significantly year-over-year. The company’s products are now distributed in major national sports and outdoor retail outlets including Dick’s Sporting Goods, Scheel’s, Sportmans’s Warehouse, Rural King, Murdoch’s, Sheplers, and Cabela’s along with a strong online presence through their website (www.gwgclothing.com) and social media sites.

Founders Jen Adams and Norissa Harman have been strong advocates of a rural lifestyle, women, youth, and the outdoors. As a result of this, their business success, and their dynamic personalities, the “girls” are debuting a television show on the Sportsman’s Channel December 29th at 8pm PST, titled Universal Huntress. The show will focus on the women and their friendship as they go on global hunting expeditions.

THE CHALLENGE:
With skyrocketing sales, Girls with Guns was growing at a pace that required solid business expertise and guidance to ensure sustainability.  The company needed an independently prepared business plan to guide their next steps, help managing the business’ expansion effectively and profitability, and help managing other key business relationships. With opportunities to expand their exposure through the television deal, the company’s founders are often traveling and need someone they can trust to step in and understand the business and support the day-to-day activities.

THE PROCESS:
We began our work by meeting with Jen and Norissa to understand their needs and challenges. Our initial charge was to assess the business’ financial and business position and analyze their projected expansion. We prepared financial projections going out three years and offered an independent analysis of their likely growth and related anticipated needs.

The trust and strong relationships developed over this process led to Morrison working directly with the company to manage the projected growth. Our team meets regularly with the owners and is able to step in to provide on-site management of business operations.   We have helped hire key company personnel and serve as a resource to current staff as the demands on Jen’s and Norissa’s time for travel and promotional efforts has grown.    

"We first met with (Morrison Principal) Geoff Chinnock in July 2013. We were struck by his knowledge and business sense. He has the ability to quickly assess a situation and bring it into perspective.  Geoff is now an integral part of our team. With our frequent traveling, we feel confident our company will continue flourishing. Our staff is able to consult with Geoff on sensitive issues and we have a trusted relationship that has developed into a business friendship with a lot of trust put into him and Morrison and Company." -

Jen Adams, Co-Founder

THE RESULTS:
With the guidance and support that the company needed now in place, GWG has flourished. This has included expansion into additional national retailers, increases in online sales, the launch of a new hunting and clothing lines, a new TV show, and an impressive online presence.