CORAOPOLIS, Pennsylvania. (AP) — Dick’s Sporting Goods documented disappointing holiday sales numbers simply due to weak demand for one time hot brands like Under Shield.

The company’s CEO also said current changes to its firearm guidelines, ending the sale of guns in order to anyone under 21, will harm future sales and may cause less shoppers to come to its shops.

Last month, Dick’s stepped to the national spotlight when, in the consequences of a school massacre in Parkland, Florida, it banned the sale for assault-style rifles and the sale of almost all guns to anyone under twenty one. Other retailers followed suit, which includes Walmart, which also raised the minimum age rules for guns.

Its stock tumbled in mid-day trading Tuesday.

Sales fell two percent at established stores throughout the fourth quarter, which was about dual the decline that Wall Road was expecting. Industry analysts view that figure closely as a measure of a retailer’s health as it excludes the volatility of stores lately opened or closed.

To try and enhance sales, CEO Edward Stack stated the company will give more store area to its private-label brands, for example Second Skin workout apparel. The store brands are growing quicker than others, and Stack needs them to surpass $2 billion within sales in a “short period of time, inch but did not give an exact period for that to happen.

Stack said Wednesday that the company’s new firearms plan “is not going to be positive from a visitors standpoint and a sales standpoint. inch

Dick’s expects full-year earnings of approximately $2. 80 to $3 for each share. Analysts polled by FactSet predict $2. 79 per reveal.

For the period ended Feb. 3 or more, Dick’s Sporting Goods Inc. earned $116 million, or $1. 11 for each share. A year earlier the company, centered just outside of Pittsburgh in Coraopolis, Pennsylvania, earned $90. 2 mil, or 81 cents per discuss.

Excluding certain items, earnings had been $1. 22 per share. Absolutely 2 cents better than analysts anticipated, according to a survey by Zacks Investment Research.

Revenue rose in order to $2. 66 billion, from $2. 48 billion, with online product sales up about 9 percent. Yet that was still shy of Wall structure Street projections for $2. 73 billion.

Shares of Dick’s Sports Inc. fell 76 cents, or even 2 . 3 percent, to $31. 80 in afternoon trading Wednesday.


Portions of this story had been generated by Automated Insights ( ) using data from Zacks Expense Research. Access a Zacks share report on DKS at