Sturm, Ruger & Co
Sturm, Ruger & Co. is a leading American firearms manufacturer (NYSE: RGR) designing pistols, revolvers, rifles, and shotguns across the Ruger, Marlin, and Glenfield brands, selling through federally licensed wholesale distributors to retail dealers serving civilian sporting, hunting, and personal protection markets.
- Company typePublic
- Founded1949
- HeadquartersSouthport, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Sturm, Ruger & Co does
Sturm, Ruger & Co., Inc. (NYSE: RGR) is a publicly traded American firearms manufacturer founded in 1949 and headquartered in Southport, Connecticut, with primary manufacturing operations in Newport, New Hampshire and a newly acquired facility in Hebron, Kentucky. The company designs, manufactures, and sells pistols, revolvers, rifles, and shotguns across nearly 800 product variations under the Ruger, Marlin, and Glenfield brands, ranking among the top three US firearms producers by volume and leading US rifle production with a 19.4% market share. Core technology centers on cold hammer-forged barrel production, CNC-controlled machining, vertical integration through the Pine Tree Castings subsidiary, and patented mechanical systems including the Secure Action fire-control system, Power Bedding system, Transfer Bar Mechanism, and the RXM's removable Fire Control Insert paired with interchangeable Magpul Enhanced Handgun Grips.
Ruger sells firearms exclusively to a small number of independent, federally licensed wholesale distributors who resell to federally licensed retail dealers, with federal law precluding direct-to-consumer firearm sales; accessories, parts, apparel, and merchandise are sold directly through the ShopRuger.com e-commerce platform. The primary customer segment is the civilian commercial sporting market for hunting, target shooting, competition, and personal protection, with a secondary Ruger Security/LE/Defense division serving law enforcement. Recent strategic actions include the July 2025 acquisition of Anderson Manufacturing for $15 million, an aggressive product launch cadence (65 new models in Q4 2025), and a May 2026 Strategic Cooperation Agreement with Beretta Holding allowing Beretta to increase its stake to up to 25% at $44.80 per share.
The company maintains a debt-free balance sheet with $54.3 million in cash from operations in 2025, but FY2025 financial results reflected industry softness: revenue grew only 1.9% to $546.1 million, average selling price declined to $364 from $377, and the company posted a net loss of $0.27 per share compared with $1.77 of EPS in FY2024. Management's 2026 plan emphasizes protecting market share and expanding operating margins through structural efficiency in what CEO Todd Seyfert characterizes as a flat-to-down industry environment, supported by a new product pipeline, workforce reductions of approximately 90 positions at Newport, and a refreshed board and CFO leadership.
Sturm, Ruger & Co firmographics
Firmographics- Name
- Sturm, Ruger & Co
- Legal name
- Sturm, Ruger & Co., Inc.
- Website
- https://ruger.com
- Company type
- Public
- Founded year
- 1949
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Sturm, Ruger & Co. is a leading American firearms manufacturer (NYSE: RGR) designing pistols, revolvers, rifles, and shotguns across the Ruger, Marlin, and Glenfield brands, selling through federally licensed wholesale distributors to retail dealers serving civilian sporting, hunting, and personal protection markets.
- Ownership category
- akta.pro rank
Sturm, Ruger & Co industry classification
Industry- Product category
- Firearms Manufacturing
- NAICS
- Small Arms Ammunition Manufacturing (332992)
- SIC
- Ordnance & Accessories, (No Vehicles/Guided Missiles) (3480)
- akta.pro primary industry
- Firearms & Ammunition Retail (CRAMAKAA)
Keywords
Where Sturm, Ruger & Co is headquartered
LocationHeadquarters
- HQ city
- Southport
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Sturm, Ruger & Co business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Firearms Manufacturing and Sales: Ruger designs, manufactures, and sells firearms including pistols, revolvers, rifles, and shotguns to independent wholesale distributors. Products are sold under Ruger, Marlin, and Glenfield brands. Full-year 2025 net sales of $546.1 million, a 1.9% increase from 2024. Average selling prices declined to $364 from $377 in 2024.
- Accessories and Parts: Sale of firearm accessories, parts, grips, magazines, holsters, and related products through ShopRuger.com e-commerce platform and as part of product ecosystem expansion strategy.
- Services and Customization: Factory gunsmithing, repair, refinishing, and customization services at company service facilities. Parts and service fees charged for maintenance work.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single-Action Revolvers - Standard models |
| Unit Pricing | Pay-as-you-go | LCP MAX Pistol with Magpul EHG |
| Unit Pricing | Pay-as-you-go | Ruger American Rifle Generation II Scout |
| Unit Pricing | Pay-as-you-go | SR1911 250th Anniversary Limited Edition |
| Unit Pricing | Pay-as-you-go | No. 1 Single-Shot Rifle 250th Anniversary |
| Unit Pricing | Pay-as-you-go | Service and Parts Pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Sturm, Ruger & Co product offering
Product offeringCore offering
Sturm, Ruger & Co. designs, manufactures, and sells firearms under the Ruger, Marlin, and Glenfield brands. The product portfolio spans pistols, revolvers, rifles, shotguns, and related accessories across more than 40 product lines and nearly 800 variations. Firearms are sold to independent wholesale distributors and retail dealers; accessories are sold direct-to-consumer via ShopRuger.com.
Product overview
Sturm, Ruger & Co. is a leading American firearms manufacturer offering nearly 800 variations across more than 40 product lines under the Ruger, Marlin, and Glenfield brands. The product portfolio includes pistols (LCP MAX, RXM, MAX-9, Security-9, Security-380, SR1911, Ruger-5.7, Mark IV, PC/LC Charger), revolvers (LCR, GP100, Super GP100, SP101, Redhawk, Super Redhawk, Bearcat, Wrangler, Super Wrangler, New Model Single-Six, New Model Blackhawk, Super Blackhawk, Vaquero), rifles (Precision Rifle, Precision Rimfire, American Rifle Gen II, American Rimfire, Hawkeye, 77-Series, PC Carbine, LC Carbine, Harrier, 10/22, Mini-14, No. 1), and shotguns (Red Label). Accessories include AR lowers, suppressors (RXD series), and a full range through ShopRuger.com. The company has strategic collaborations with Magpul Industries for grip systems and acquired Anderson Manufacturing to expand production capacity.
Differentiator
Problem solved
Functional benefit
Brands
- Marlin: Firearms brand specializing in lever-action rifles and legacy firearms, acquired by Ruger in 2020
- Glenfield
- Ruger Custom Shop
- ShopRuger.com
Products and services
- LCP MAX Pistol
- RXM Pistol
- MAX-9 Pistol
- Security-9 Pistol
- Security-380 Pistol
- SR1911 Pistol
- Ruger-5.7 Pistol
- Mark IV Pistol
- LCR Revolver
- GP100 Revolver
Quantifiable outcome
- 19.4% market share in US rifle production (694,397 rifles in 2022)
- +2 more outcomes
Companies that use Sturm, Ruger & Co
Customer profileNamed customers3 records
Segments2 records
Sturm, Ruger & Co technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature8 records
Sturm, Ruger & Co partnerships and signals
Strategic signalScale indicators10 records
Recent moves9 records
Expansion highlights6 records
Sturm, Ruger & Co competitors and assessment
Company assessmentDirect peers
- Smith & Wesson Brands: Direct peer and one of the 'top three' U.S. firearms manufacturers alongside Ruger; competes across pistols, revolvers, and rifles for the same civilian sporting, hunting, and personal-protection customer base via independent wholesale distributors.
- Beretta Holding: Italian firearms manufacturer and Ruger's largest shareholder (up to 25% post-tender); competes globally in pistols, shotguns, and hunting rifles and is now also a strategic partner, making it the most closely aligned peer.
- Glock: Austrian-origin pistol manufacturer and category leader in striker-fired handguns; directly competes with Ruger's LCP MAX, Security-9, and RXM lines for law enforcement, military, and civilian concealed-carry demand.
- Sig Sauer: U.S.-operating firearms manufacturer with deep overlap in pistols (P320/M17 vs. Ruger RXM/MAX-9), rifles, and suppressors; targets the same civilian, law enforcement, and military markets.
- Colt's Manufacturing: Iconic American firearms maker with overlapping product lines in 1911-style pistols and AR-platform rifles; competes for the same U.S. civilian and law enforcement buyers through the same independent distributor channel.
- Savage Arms: Bolt-action rifle specialist with strong hunting and precision-rifle overlap against Ruger's American Rifle and Precision Rifle lines; competes in the same mid-price hunting market via independent dealers.
- Henry Repeating Arms: Lever-action and rimfire rifle manufacturer; directly competes with Ruger's Marlin sub-brand in the heritage lever-action and 10/22-style rimfire segments, sharing the same American-made, dealer-distributed business model.
- Kimber Manufacturing: Premium 1911 and defensive pistol manufacturer; competes in the higher-priced concealed-carry and target-shooting niches that overlap with Ruger's SR1911 and Custom Shop offerings.
- Remington Arms (RemArms): Historic American firearms and ammunition brand (reorganized as RemArms); competes with Ruger across rifles, shotguns, and rimfire categories through shared wholesale and retail channels.
Broad incumbents
- Vista Outdoor: Diversified outdoor sporting-products parent whose firearms brands (e.g., Savage Arms under previous structure, Federal Ammunition) overlap with Ruger's ammunition-adjacent and hunting categories; broader portfolio makes it an incumbent rather than a pure-play peer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Sturm, Ruger & Co social profiles
Digital presenceSturm, Ruger & Co financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sturm, Ruger & Co leadership team
Management profileNumber of profiles
Profiles3 records
Sturm, Ruger & Co subsidiaries and ownership
Company hierarchySubsidiaries4 records
Sturm, Ruger & Co funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sturm, Ruger & Co M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sturm, Ruger & Co
What does Sturm, Ruger & Co do?
Sturm, Ruger & Co. designs, manufactures, and sells firearms under the Ruger, Marlin, and Glenfield brands. The product portfolio spans pistols, revolvers, rifles, shotguns, and related accessories across more than 40 product lines and nearly 800 variations. Firearms are sold to independent wholesale distributors and retail dealers; accessories are sold direct-to-consumer via ShopRuger.com.
Is Sturm, Ruger & Co a public or private company?
Sturm, Ruger & Co is a public company. It is classified as public and is currently operating.
When was Sturm, Ruger & Co founded?
Sturm, Ruger & Co was founded in 1949. It employs 1,001 to 5,000 people.
Where is Sturm, Ruger & Co based?
Sturm, Ruger & Co is headquartered in Southport, United States, in the North America region.
How does Sturm, Ruger & Co make money?
Three revenue lines are on record. Firearms Manufacturing and Sales are the primary driver. The others are accessories and Parts and services and Customization.
Who are Sturm, Ruger & Co's main competitors?
Direct peers on record are Smith & Wesson Brands, Beretta Holding, Glock, Sig Sauer, Colt's Manufacturing, Savage Arms, Henry Repeating Arms, Kimber Manufacturing and Remington Arms (RemArms). Vista Outdoor is listed as a broad incumbent.
Does Sturm, Ruger & Co have an API?
No public API is recorded for Sturm, Ruger & Co.
What industry is Sturm, Ruger & Co in?
Sturm, Ruger & Co's product category is Firearms Manufacturing. Its primary akta.pro industry code is CRAMAKAA, Firearms & Ammunition Retail. Its NAICS code is 332992 and its SIC code is 3480.