Something Different

Over the years I’ve seen many marketing executives at start-up companies pronounce that their products will be different. And yet, all too often, when those “different” products hit the market they are just more of the same. You won’t find that with Q LLC, a new enterprise based in Dover, New Hampshire. When I sat down with Cody Osborn, vice president of sales and marketing, who recently arrived from Walther, and Jordan Porter, director of marketing, to discuss Q LLC’s product line and marketing plans, they made it abundantly clear that their products truly would be different from the pack.

“We’re not in the business of making run-of-the-mill firearms—or giving them forgettable names,” Osborn told me. “Our team includes hunters, competition shooters, and professionals who all want products that stand out, and that we’d personally use. Each name serves as a reminder that these aren’t your everyday guns; they’re labors of love that spark genuine excitement. If we pour our passion into making them, our customers will feel that passion the instant they pick one up.”

At first glance, one might assume this is simply another line of AR rifles. So, I asked, “Given the design of your rifles, what’s the appeal to a buyer?”

“The appeal is getting a rifle that’s light, modular, and particular without sacrificing reliability or performance,” he said. “We didn’t just tweak an existing Rem 700 design; we rebuilt everything from the ground up, so you’re getting genuine innovation. You’ll feel the difference the moment you pick it up, fold the stock on the Fix, or pull the charging handle on the Boombox.”

In other words, they’re not just another “me too” company cranking out the same tired designs. “At Q, we do the entire job—no shortcuts, no half measures. We push boundaries by identifying capabilities people don’t even realize they need, and then we invest the time, money, and sweat to make them a reality. It’s about true innovation, from the guns and silencers to the accessories, so that when you pick up our products, you immediately know you’re holding something different—and better. That’s what separates us from everyone else.” To see what else he has to say about this new company, turn to page TK.

Lever-actions are a very traditional design, but lately some manufacturers have shown renewed interest in the platform. Chiappa’s 92 Wildlands Takedown rifle is an ultra-modern take on this classic design, so I asked Jon Pfister, Chiappa’s director of sales and marketing (see page TK) what spurred the company to take this approach to the lever-action.

He told me, “At Chiappa, we enjoy taking classic firearms and giving them a modern twist. We've been producing lever-action rifles for years, and when we noticed a growing demand for tactical accessories—like M-LOK rails and adjustable stocks—we saw an opportunity.

“Rather than leaving it to the aftermarket, we took the next step and developed a fully modern, tactical-style lever-action rifle. It was a clear example of recognizing where the market was headed and responding with a product that met that emerging demand.”

So, here we have two manufacturers—one well established, the other brand new—that devoutly believe in innovation. All in all, not a bad way to do business.