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Primary Arms Announces Promotion of Aaron Whatley to Vice President of Merchandising


HOUSTON, TEXAS – Primary Arms is proud to announce the promotion of Aaron Whatley to the position of Vice President of Merchandising.

With over 11 years at Primary Arms, Aaron has played a pivotal role in the company’s evolution from its modest beginnings to its current status as a prominent manufacturer, retailer, wholesaler, and government supplier. During his tenure at Primary Arms, Aaron has consistently showed exceptional leadership, keen business acumen, and a deep understanding of market trends. As the Senior Merchandising Director, he headed innovative strategies that significantly expanded the company’s online offerings while enhancing overall profitability and market reach. His comprehensive knowledge of the industry, combined with his hands-on experience in operations, has equipped him with a unique perspective on business demands and capabilities.

In his new role as Vice President of Merchandising, Aaron will oversee Primary Arms’ expanding inventory, ensuring a diverse and high-quality range of products for shooting sports and outdoor activities enthusiasts. With thousands of new products constantly entering the Primary Arms online storefront, Aaron’s leadership will be instrumental in navigating the complexities of merchandising, enhancing customer experiences, and positioning the company to meet the diverse needs of its growing customer base.

“Aaron has proven his leadership through both slow periods and chaotic ones,” says Max Cowsert, Chief Merchandising Officer at Primary Arms. ” He has developed a great team of merchants and purchasing agents and led them to ensure we have the right products at the right time, at the right price.”

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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, government 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:

Andy Chen

Brand/Partnership Marketing Manager