New Steyr Showroom Lets You Try Before You Buy

For its 150th anniversary, Steyr Arms gave itself a new US Headquarters and showroom in Bessemer, AL. Steyr is the US importer of Steyr-Mannlicher, Merkel and Anschutz firearms, and with respect to the new headquarters, Steyr CEO Scott O’Brien explained that the company was looking to own a “long-term home in the US,” and at the same time help its dealers by providing a place where they can bring customers to see the various Steyr, Merkel and Anschutz firearms.

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The 33,000 square-foot facility features a 3,000 square-foot showroom where the company displays all of the firearms it offers and highlights its premium wood-grained guns. It’s something of a one-stop shop for any Steyr, Mannlicher or Anschutz, but it’s not a “gun store” in the traditional sense. Instead, dealers and customers can make an appointment to examine a gun at the new headquarters before buying or ordering from a dealer.

“When you start talking about premium, high-end, wood-grained guns, no two are alike,” says O’Brien, “so here we have the ability to showcase all of the products that we have.”

The new location also handles all of the warranty work for the respective brands, and has a 25,000 square-foot warehouse complete with all the parts necessary to perform any work. There is an on-site gunsmithing operation and indoor range, so all repairs or warranty work is performed and confirmed on the spot instead of guns having to be sent out. Steyr’s unique AUG bullpup rifle is also assembled at the Bessemer facility.

Steyr’s April 4 Grand Opening ceremony was well attended by prominent people in the outdoors industry, local dignitaries and media. Renowned wild game chef Scott Leysath catered the event with an amazing variety of wild game dishes prepared on-site. Brian Hilson, President and CEO of the Birmingham Business Alliance, opened the ceremony by stating that the opening of Steyr in Bessemer was not only a celebration of 150 years for the company, but also a celebration of economic development because of the number of jobs it brings to the area.

As part of its commitment to the local community, Steyr announced increased law enforcement discounts for Jefferson County law enforcement officers. Deputy Chief M. Roper accepted a Steyr pistol on behalf of Police Chief Nathaniel Rutledge, and city mayor Kenneth E. Gulley was presented with the first Steyr AUG stamped “Bessemer, AL.”

Dr. Ernst Reichmayr, Steyr’s owner, used the opportunity to thank everyone for attending and especially the company’s customers and dealers for the trust that has allowed the company to grow over the past couple of years, and Steyr’s team for the excellent results they have produced under O’Brien’s leadership.

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