Bianchi Adapts

The age-old business adage, “adapt or die,” has never been more applicable than it is in the uncertain, ever-changing times in which businesses are operating today. Throughout the industry, businesses and brands are changing at a more rapid pace than ever to keep up with the evolving demands of their customers. One of the most prominent examples of this necessary new business model is Bianchi holsters.

Since 1958, Bianchi has earned a reputation as one of the premier manufacturers of leather holsters. As the popularity of more modern materials began to skyrocket, however, more and more of Bianchi’s traditional customer base began turning away from classic leather holsters. Bianchi still had a strong following with law enforcement and Cowboy Action Shooting enthusiasts, but its popularity with the general carry population had started to wane.

“Bianchi has always been about quality, craftsmanship, and passion. But over the last ten years, Bianchi has been dormant, and in that time, the world in which we live has radically changed,” says Tim Drnec, vice president of marketing and commercial sales. “I believe citizens are looking at the idea of carrying a firearm through a different lens. And with over 10 million new gun owners, the brand had to find a way to connect with those individuals.”

Bianchi’s solution was simple—give those customers the best of both worlds by bringing together the classic appeal and reliability of leather with the functionality of more contemporary materials.

“From a brand perspective, we want Bianchi to be approachable and inclusive. The brand has to be for everyone. First-time carriers, off-duty officers, campers, competition shooters, hikers—the list goes on,” Drnec says. “From a product perspective, we want people to fall in love with leather. It’s organic and imperfect, just like we are. Every crease, scratch, and stain tell a story. No two holsters are the same, and that is what makes leather beautiful. You don’t fall in love with plastic.”

The first step in Bianchi’s mission to get people to fall in love with leather again is the new Shenandoah holster. The holster features an exterior made of the kind of premium leather for which Bianchi is known, but the interior of the holster is injected-molded with a suede liner. This combination creates the kind of classic look and versatile functionality that will come to define Binachi’s new brand direction.

“The Shenandoah was based directly on the needs of today’s concealed carrier by delivering a fully convertible holster. The Shenandoah can easily convert from an IWB to an OWB holster in a matter of seconds,” Drnec says. “We have a new line of weathered holsters that give some of our trusted models a vintage look and feel.”

The launch represents more than just a new product. It represents a new awakening of a trusted brand. It’s a transition for Bianchi from a manufacturer of specialized law enforcement and Cowboy Action holsters to a legitimate lifestyle brand that connects with ordinary, everyday people.

“The brand direction for Bianchi is rooted in the very idea of its inception—craft the world’s best leather holster for those who desire to live life protected,” Drnec says. “The future is bright because this community is filled with the most passionate and humble individuals who define what it means to carry every day. Bianchi is a chance to celebrate the individuals who make it great.”