German firearms giant Heckler & Koch (HK) is expanding its operations in the United States, a move signaling a closer focus on U.S. consumers and a step toward addressing the growing demand for HK products in the country. The move may also indicate a shift in how the brand interacts with American buyers, as echoed by the infamous slogan/meme: “Because you suck, and we hate you”.

In a series of communications to the HK Pro Community, HK announced the official launch of HK USA, a strategic initiative designed to bolster its U.S.

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Source: Heckler & Koch Launches HK USA to Meet Growing U.S. Demand