Formula For Success
Henry's Andy Wickstrom explains company's success and announces new rifle
An old name in firearms history has taken up a new residence in Rice Lake, Wisconsin. The company, Henry Repeating Arms, traces its history back to 1996. That year, founder Lou Imperato and son Anthony began manufacturing .22 caliber lever action rifles in Bayonne, New Jersey. The Imperatos named their new company “Henry Repeating Arms” in honor of Benjamin Tyler Henry, the inventor of one of the first successful lever action rifles. Lou Imperato passed away in 2007, and Anthony is now president and owner.
In recent years, a number of firearm manufacturers have been struggling. Not so Henry. To find out why Henry is finding such great success, On Wisconsin Outdoors interviewed Henry Repeating Arms General Manager Andy Wickstrom. The questions and answers follow:
Q: Why are Henry rifles so popular?
A: There is something fun about shooting a lever action rifle. It's not just the history or its portrayal in TV and movies; it's just fun. Henry rifles are modern lever actions that are made with the latest technology and they are not just fun. They are reliable, safe and extremely accurate, which is something I can't say about my grandfather's .30-30. And to top it all off, Henry rifles are made in the USA and affordable. Our formula is pretty simple but rare these days. We make a good product, stand behind it with extreme customer service, and treat every customer like they are our neighbor, because that is who they are. Hopefully, that neighbor shows it to another neighbor and recounts the positive experience ... and repeat.
Q: Why did you choose Rice Lake to manufacture the Lever Action Rifles?
A: Receivers for the Golden Boy and Henry Lever rifles were made in Rice Lake since 1999. The company supplied these parts to Henry until late 2006 when Henry Repeating purchased the building and assets of its former supplier. Seventeen of us from the former company started business on January 2, 2007, when we continued making the popular Golden Boy and Henry Lever receivers. The process for making these receivers is very specialized, and capabilities available in the Rice Lake factory allow these parts to go from raw material to finished receivers under one roof with nothing outsourced. Growth beyond these receivers was natural, and projects were prioritized based on new designs, quality and other improvements. Lastly, and perhaps most importantly, we are able to retain and hire technical people, which today amounts to over 170 people. Some have degrees, and some worked their way up. The people in Rice Lake have education and life experience that produces.
Q: Is there a possibility that other models of Henry rifles will be produced at the Rice Lake plant?
While this article was originally being written, Mr. Wickstrom noted that new rifles were in the works. Since then, Mr. Wickstrom has shared the exciting news with On Wisconsin Outdoors that a new and innovative rifle would be entering production. The following is his announcement:
The H014 “Henry Long Range Lever Action” is a lever action with a locking multi-lug bolt and box magazine. The first three calibers will be 223, 243, and 308. It will have a free floated barrel, aluminum alloy receiver, and a straight grip American walnut stock and forearm. We have added a brand new barrel manufacturing cell in the Rice Lake plant that is the latest technology in barrels. The barrel, receiver, bolt, and other key components are 100% made in Rice Lake from raw material and they will be ultra-precise and so will the bullet groupings from these guns. While we are not guaranteeing MOA, I could have written my name with the 243 that I tested. This lever action will meet or exceed the typical bolt action expectations, and we are all very excited. Stay tuned for information.
Q: How have your employees contributed to Henry's success?
A: The 17 original employees of Henry Wisconsin went through the slow decline of Henry's former supplier, whose manufacturing fell victim to offshore competition and the bureaucracy of a publicly-traded company. When we had a shot to be a part of the Henry family, it was obvious that the entire group was "all in." Obviously, the company has grown and we have had some growing pains, but that culture is still there. Expectations are high and people work hard to get the results that their team depends on to succeed. We also train and promote from within, and we keep it loose and do our best to enjoy our time. When asked, some have said, "It's never boring," but they say it with a smile.
Q: I was extremely impressed with the quality of the .45/70 I shot. The bluing, wood, checkering, and machine work were excellent. How can you manufacture such a well-made product for such a reasonable price?
A: When we began planning the move to Wisconsin of the .30-30 and .45-70, opportunity for improvements and cost reduction were the first topics. Design changes and improvements by our Rice Lake team yielded good results. We added new equipment and went "all the way" with machinery fitted with the latest technology. And, of course, Henry rifles are made by people that are passionate about what they do. Wisconsin people know what a good rifle is supposed to look like. I may be a bit biased, but our people are the best.
For more information about Henry Repeating Arms, visit their website at henryrifles.com.
Stuart Wilkerson is a freelance writer specializing in historical firearms and collecting.