One of the nation's largest sports retailers, Dick's Sporting Goods, said Wednesday morning it was immediately ending sales of all assault-style rifles in its stores.
The retailer also said that it would no longer sell high-capacity magazines and that it would not sell any gun to anyone under 21 years of age, regardless of local laws.
The announcement, made two weeks after the school shooting in Parkland, Fla., that killed 17 students and staff members, is one of the strongest stances taken by corporate America in the national gun debate. It also carries symbolic weight, coming from a prominent national gunseller.
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Late last week, after coming under attack on social media for their ties to the National Rifle Association, a number of major companies, including Hertz car rental, MetLife insurance and Delta Air Lines, publicly ended those relationships, issuing brief, carefully phrased statements.
But Edward Stack, the 63-year-old chief executive of Dick's whose father founded the store in 1948, is deliberately steering his company directly into the storm, making clear that the company's new policy was a direct response to the Florida shooting.
"When we saw what happened in Parkland, we were so disturbed and upset," Mr. Stack said in an interview Tuesday evening. "We love these kids and their rallying cry, 'enough is enough.' It got to us."
He added, "We're going to take a stand and step up and tell people our view and, hopefully, bring people along into the conversation."