FRIDAY, JULY 30, 2021   ■   INDUSTRY

Primary Arms – New Facility, New Executive

HOUSTON, TEXAS – Following a year of record growth, Primary Arms is expanding with brand new facilities and expanded executive leadership.

Located alongside Primary Arms’ Houston-based headquarters, the new facility will house Primary Arms Optics and provide additional warehousing for product category expansion. The move will more than double Primary Arms’ available square footage, opening new opportunities across their optics, retail, and government business units. Already, Primary Arms offers a selection of over 13,000 popular tactical products. Using their new space, Primary Arms can rapidly expand their selection, offering a wider arrangement for firearms, gear, apparel, hunting, outdoors, and more.

Following with this milestone, Primary Arms announced an expansion of its executive leadership, leading with the appointment of Max Cowsert into the new position of Chief Merchandising Officer. Max joined Primary Arms in 2013 and has been instrumental in the continued growth of the company.

“Max has been involved in every aspect of the Company and has shouldered much of the weight during the Company’s explosive growth and expansion,” says Marshall Lerner, Primary Arms’ Founder and CEO. “Our success has been driven by a merchandise strategy that is focused on a product assortment to match our customer’s needs, and a commitment to customer service—two things that often get lost as a company grows. Max has been tasked with not only maintaining but taking these critical areas to the next level.”

With Max leading Primary Arms’ merchandising operations, Primary Arms will soon seek candidates for the Chief Operating Officer position. As the company continues its rapid growth, the COO’s strategic leadership will be foundational to maintaining the company’s pace and high service level.

For other news and announcements, follow Primary Arms Online on social media, including Instagram, Facebook, and Twitter.

About Primary Arms

Started in 2008, Primary Arms began as an optics manufacturer focused on delivering the absolute best performance optics for any budget. Today, Primary Arms continues that legacy, expanding to provide best-in-class service for wholesale, LE/MIL sales, and online retail. Wherever your needs lie, Primary Arms wants to be your first choice and favorite partner.

For more information on Primary Arms Online, visit the company website at or contact:

Dina Sanders

Brand Marketing Manager