Affordable Performance

SDS Imports specializes in products that deliver both affordability and performance.

Based in Knoxville, Tennessee, SDS Imports is a firearms importer that began operations in 2017. The technical and logistical support—including engineering initiatives, compliance expertise, and marketing efforts—the company offers its global partners helps them to successfully navigate the intricacies of the diverse American market. Brands under the SDS banner include Tisas USA, Tokarev USA, Military Armament Corporation, Spandau Arms, and Inglis Manufacturing.

Recently Christoper DiCenso came aboard as the company’s CEO. He brings more than 30 years of experience to SDS and was most recently a Managing Partner at Growth Strategy Partners, where he specialized in helping mostly firearm and related companies accelerate their revenue, profit, and organizational growth. He began his career as a manufacturing engineer at Sturm Ruger. In addition he is a former president of Camfour. DiCenso is an avid shooter and competes regularly in IDPA, USPSA, and 3-Gun matches.

SHOT Business: What do you see as the biggest challenges facing the industry in the next five years?

Christopher DiCenso: The big challenge is perception versus reality relative to the use of firearms. You have the narrative by the uniformed or uneducated that firearms are bad. I’m an engineer by trade, background, and genetics, so I work with facts. The facts are we are part of a great sport. Firearms are a tool, and they don’t do the all the “bad things” that people say they do. To me, the challenge for our industry over the long haul is to change that perception. I often ask people if we’re going to have an emotional or logical discussion, so I know.  The good news is that the U.S. Supreme Court seems to lean more toward fact rather than perception in their decision making.

SB: What opportunities do you see?

CD: With challenges comes opportunity. As an industry, we need to improve how we get out the message about the realities of the use of firearms. Our industry brings money to conservation through the use of sporting firearms, and we help people defend their homes and families. We also provide well-paying jobs that help people support those families and their communities.

SB: When you get up in the morning what gets you excited about working in the industry?

CD: I half joke with friends and family that I play with guns all day long. But, really, that’s it. I started shooting in college. I love the sport. I shoot competitively. It’s my hobby. Given my engineering background, I like solving problems and I like building teams, and I’ve found that I do both pretty well. When I can help individuals on our team perform at a higher level and solve problems, that’s rewarding for both me and the team.

SB: Many dealers continue to complain about supply chain issues. What’s your take on this?

CD: I’ve worked in many other industries, and our supply chain can be improved dramatically. Dealers often place an order from three or four different wholesalers for the same product, and then they cancel two of those orders when they get what they want. That’s not a sign of an efficient supply chain. As a result, wholesalers end up guessing what they have to do and that affects manufacturers and vendors as well. The entire system would benefit if we worked more collaboratively on sales and product planning. When that happens, business profits should go up and consumers will be happier.

But right now, we’re all guessing. We need to be more data driven. NASGW has a data base that captures all the wholesaler shipments. You can see who is buying what by brand, model, and type. That historical data should be a good way to forecast the future.

SB: In a very competitive world, how does SDS Imports stay ahead of the pack?

CD: With us, it’s really about getting the message out that we offer really good products at much more affordable and competitive prices than our competition. We specialize in bringing in firearms made in Turkey. As a result, our cost structure allows us to offer these products at a much lower price point.

Double-stacked 1911s are very popular right now, and we’ve got one made in Turkey by MAC [Military Armament Corporation], one of the brands we own. The SRP is $1,100. One of our competitors offers a comparable product for around $1,400; another company offers essentially the same gun for $2,500. I’m shooting a MAC gun in competition right now, and it performs at a very high level.

SB: How do you keep your dealer network informed of your new products?

CD: We have a direct sales force, so our sales reps are out visiting our dealers every week. That one-to-one relationship is the best communication there is. Our reps are educating dealers on our current products as well as what’s coming down the line. We place a lot of emphasis on education. Having worked previously in wholesale I have learned that a lot of people in this industry sell what they know and what they’re comfortable with. In order to get them to sell something different, you have to educate them. That’s what our sales team does, and I think they’re doing a great job.

SB: Recently SHOT Business published an article on 1911s. In discussing custom models that often sell for $2,500, the author mentioned a more affordable, but well-built alternative: 1911s from Tisas. How has Tisas been able to accomplish this?

CD: The short answer? Lower cost. But lower cost doesn’t mean “cheap.” There is a perception that Turkish-made guns are cheaply built. That’s not true. Here’s the analogy I use: Years ago people thought Japanese electronics were “cheap” products. Well, there were offered at lower cost, but they certainly weren’t “cheap” products. They were quite good.

What many may not know, based on the latest data I have from 2022, Turkey is the largest exporter of firearms into the United States. SDS was a customer of mine at my last job with a wholesaler, so I knew what they were doing, and I knew that these guns were quite good. Turkish guns are well built, but we benefit from a lower cost structure that allows us to pass those savings on to the consumer. And I’m not talking about 10 to 15 percent; I’m talking about 30 percent—and in some cases 50 percent—less expensive than our competition.

I recently shot a sporting clays event with one of our Spandau over/unders with an SRP that starts at $1,000 and runs up to $2,200. These guns are very well made and they shoot very well. If you had your eyes closed when you shot it, you would think you were shooting a shotgun that cost $3,000 or $4,000. When you combine affordability with performance, you’ve got a winner. (sdsimports.com)