Henry Repeating Arms

What Henry Repeating Arms does

Henry Repeating Arms is a privately held, American-owned firearms manufacturer founded in 1996 by Louis and Anthony Imperato in Brooklyn, New York, now headquartered in Rice Lake, Wisconsin. The company designs, engineers, and produces lever-action rifles, shotguns, revolvers, and lever-action pistols, marketed as 'America's Rifle' across more than 200 individual models spanning rimfire (.22), pistol-caliber (.357 Mag, .44 Mag, .45 Colt), and centerfire (.30-30, .45-70, .223, .308, 6.5 Creedmoor) configurations plus .410 bore shotguns. Manufacturing is vertically integrated across three U.S. facilities totaling more than 350,000 square feet in Rice Lake and Ladysmith, Wisconsin, and Bayonne, New Jersey, supporting an employee base of more than 550 to over 800 depending on the source.

The company's core product architecture is the lever-action platform, complemented by pump-action (H3 Frontier), semi-automatic (Homesteader 9mm, U.S. Survival AR-7), and break-action (H15 single shots) platforms. Specialized sub-lines include the Special Products Division (SPD) for tactical/precision models such as suppressor-ready HUSH-series and PREDATOR rifles, the All-Weather rifle series, the X Model with Picatinny optics rails, and limited/commemorative editions reaching $4,588 ASP for premium collector builds. Customer segments span individual hunters and shooting-sports enthusiasts, firearms collectors, law enforcement agencies, self-defense users, and youth/family shooters supported by appropriately sized Youth Models.

Henry's business model combines a nationwide network of independent licensed firearms dealers (with a dealer locator on henryusa.com), direct-to-consumer e-commerce (where firearms are routed through local dealers per federal/state law), international importers for global distribution, a free annual catalog program, and a B2B Custom Corporate Editions channel with a 10-unit minimum order for law enforcement, military, businesses, and nonprofits. Revenue is generated almost exclusively from one-time hardware sales at ASPs ranging from $335 entry-level rimfire to $4,588 premium limited editions, supplemented by the Guns For Great Causes commemorative charitable program. The Henry brand, Founder & CEO personal satisfaction guarantee, lifetime warranty, and cause-marketing partnerships with 100+ conservation, veteran, first-responder, and Second Amendment organizations underpin the company's positioning as the world-leader in the lever-action category (Top 5 long-gun / Top 10 overall U.S. firearms manufacturer).

Name

Henry Repeating Arms

Legal name

Henry RAC Holding Corp.

Website

https://henryusa.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Henry Repeating Arms is a privately held American manufacturer of lever-action rifles, shotguns, revolvers, and pistols, producing 200+ models across rimfire and centerfire calibers from three U.S. facilities serving hunters, collectors, law enforcement, and self-defense consumers through a nationwide dealer network, direct-to-consumer e-commerce, and international importers.

Ownership category

akta.pro rank

Product category

Firearms Manufacturing

NAICS

Small Arms, Ordnance, and Ordnance Accessories Manufacturing (332994)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Firearms & Ammunition Retail (CRAMAKAA)

Keywords

• Lever-action rifles
• Rimfire firearms
• Hunting shotguns
• Commemorative firearms
• American-made firearms

Headquarters

HQ city

Rice Lake

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Firearms Sales: Henry Repeating Arms generates revenue primarily through the manufacture and sale of firearms including rifles, shotguns, revolvers, and lever action pistols. The company produces over 200 individual models in various calibers and finishes, from entry-level rimfire rifles under $500 to premium limited editions exceeding $4,500.
2. Custom Corporate Editions: Henry offers custom corporate edition rifles for businesses, law enforcement departments, military units, trade groups, and non-profits. These feature custom engraving, logos, and commemorative designs with a minimum order of 10 units, creating a B2B revenue stream.
3. Guns For Great Causes Charitable Program: The charitable arm of Henry Repeating Arms sells commemorative and limited-edition firearms with proceeds donated to various causes. Since its inception, over $3.5 million has been donated through this program, supporting pediatric cancer, veterans, law enforcement, and wildlife conservation.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Henry Repeating Arms manufactures and sells more than 200 lever-action firearm models, including rimfire and centerfire rifles, shotguns, revolvers, and lever-action pistols, across 13 calibers and a range of finishes. The company also produces limited-edition commemoratives, tactical and suppressor-optimized variants through its Special Products Division, and custom-engraved corporate editions for B2B customers.

Product overview

Henry Repeating Arms is a leading American firearms manufacturer specializing in lever-action rifles, with a diversified product portfolio spanning rifles, shotguns, revolvers, and lever-action pistols. The company's core products center on the iconic lever-action platform available in multiple series: H1 rimfire rifles for plinking and training; Golden Boy and H4 rifles for collectors; Big Boy (H6/H9/H10) rifles in pistol calibers for hunting; Long Ranger (H14) detachable-magazine rifles for precision applications; and The New Original Henry (H11) premium collector recreations. Beyond traditional lever-actions, Henry produces semi-automatic Homesteader 9mm rifles, pump-action H3 Frontier rifles, and break-action H15 single shots. The company has expanded into tactical applications through its Special Products Division (SPD) offering precision and suppressor-optimized rifles, while the Bear's Leg Pistol line brings modern features to classic pistol-caliber platforms. Tribute Edition rifles honor American professions and organizations, Custom Corporate Editions serve B2B branding needs, and Youth Models target younger shooters. With over 200 individual models across 13 calibers, Henry positions itself as 'America's Rifle' with a 'Made in America, Or Not Made At All' motto backed by a lifetime warranty and personal satisfaction guarantee from CEO Anthony Imperato.

Differentiator

Problem solved

Functional benefit

Products and services

• H1 Rimfire Lever Action Rifles Entry-level and mid-range rimfire lever-action rifles chambered in .22 S/L/LR and .22 WMR calibers, featuring classic Henry styling with brass or steel receivers and walnut stocks. Targeted at hunters, plinkers, and sport shooters.
• Golden Boy Rifles Flagship lever-action rifles featuring gold-colored receiver finishes, classic American walnut stocks, and intricate engravings. Available in rimfire calibers including various commemorative editions.
• Big Boy Rifles (H6/H9/H10) Large-frame lever-action rifles chambered in pistol and intermediate calibers (.357 Mag, .44 Mag, .45 Colt, .30-30, .45-70 Gov't), featuring brass or steel receivers and hardwood or walnut stocks.
• Long Ranger Rifles (H14) Modern lever-action rifles with detachable-magazine capability chambered in centerfire calibers (.223 Rem, .243 Win, .308 Win, 6.5 Creedmoor) for hunting and precision applications.
• The New Original Henry (H11) Faithful recreations of the 1860 Henry rifle with polished brass receivers and period-correct aesthetics, available in .44-40 WCF and .45 Colt. Targeted at collectors and historical enthusiasts.
• Mare's Leg Pistol Short-barreled lever-action pistols inspired by the Steve McQueen "Hee Haw" design, available in rimfire and centerfire calibers for compact carry and plinking.
• Bear's Leg Pistol Compact utility-minded lever-action pistol platform chambered in .30-30, .357 Mag, .44 Mag, and .45-70 Gov't, blending classic Mare's Leg profile with modern features for contemporary firearm owners.
• Big Boy Deadeye Revolvers (H16/H17) Lever-action revolvers featuring accuracy-enhancing barrel vent and fiber optic sight, combining revolver functionality with Henry's lever-action mechanism.
• Lever Action Shotguns (H18) Lever-action shotguns chambered in .410 Bore for hunting and sporting applications, featuring lever-action mechanism with modern reliability.
• Homesteader 9mm Rifles Semi-automatic modern sporting rifles chambered in 9mm with M-LOK handguard options for tactical and home-defense applications.
• U.S. Survival Rifle (H2) Compact survival rifle based on the AR-7 design, featuring a takedown barrel and stock that stores the disassembled rifle for compact transport.
• Frontier Pump Action Rifle (H3) Pump-action rimfire rifles chambered in .22 S/L/LR and .22 WMR, featuring classic styling with modern reliability for plinking and small-game hunting.
• Single Shot Rifles & Shotguns (H15) Break-action single-shot rifles and shotguns in various calibers (.22 LR through .45-70; 12, 20, .410 gauge) for youth shooters, beginners, and specialized hunting.
• Special Products Division (SPD) Rifles Tactical-oriented lever-action rifles including SPD PREDATOR (precision .223 Rem), SPD CRUSR (heavy-duty .45-70), and SPD HUSH suppressor-optimized models.
• Tribute Edition Rifles Special commemorative editions honoring American professions and organizations including Law Enforcement, Firefighter, Military, Texas, American Cattleman, American Construction, Eagle Scout, Veterans of Foreign Wars, and Second Amendment.
• Spirit of '76 Semiquincentennial Edition Ultra-limited edition of 250 rifles commemorating America's 250th anniversary (2026), built on the original Henry platform with historical engravings depicting key moments of American history. Priced $4,115, available exclusively online.
• National Forest Foundation Commemorative Rifle Series Series of four commemorative rifles supporting National Forest Foundation conservation projects across nearly 200 million acres of U.S. National Forests and Grasslands; each rifle sale generates a $50-$500 donation to reforestation and habitat restoration.
• Spirit of the Corps 250th Anniversary Edition Lever-action rifles celebrating the U.S. Marine Corps' 250th anniversary, available in .22 S/L/LR and .45-70 Gov't calibers with engraved details and patriotic imagery.
• H14 Long Ranger Big Woods Carbine Specialized .308 carbine developed in collaboration with Big Woods Bucks for whitetail deer hunting in tight timber.
• Youth Model Rifles Compact, lightweight firearms designed for younger shooters including the Mini Bolt Youth G2 rifle, Golden Boy Youth, and H1 Classic Youth Model.
• Custom Corporate Editions Custom-engraving and branding service for businesses, law enforcement departments, military units, trade groups, and non-profits producing commemorative rifles with custom logos and engravings. Minimum order of 10 units; pricing upon inquiry.
• Massachusetts Rifle Association 150th Anniversary Rifle Commemorative rifle created to honor the Massachusetts Rifle Association's 150th anniversary (founded 1875), featuring ivory-colored finish with floral engravings.
• America's 250th Tribute Edition Collection Lever-action rifles in .22 S/L/LR and .45-70 Gov't calibers commemorating America's 250th anniversary, priced $999-$1,999 MSRP.
• X Models Modern tactical-styled lever-action rifles featuring black synthetic stocks, black receivers, and Picatinny rails for optics mounting.
• Explorer Carbines (H9/H10/H12) Versatile lever-action carbines for outdoor exploration and adventure, available in various calibers with durable all-weather finishes.
• All-Weather Rifles Durable lever-action rifles with all-weather coatings and finishes designed for hunting in harsh conditions without traditional wood stocks.
• Color Case Hardened Rifles Premium lever-action rifles featuring traditional color-case hardened finish on receiver and lever, offering authentic Western aesthetics.
• Protector & Provider Carbines Purpose-built lever-action carbines designed for home defense and personal protection, featuring quick-pointing compact configurations.
• Garden Gun Unique lever-action .22 LR Shotshell rifle designed for pest control in garden and agricultural settings.
• H18 Axe Multi-purpose tool combining a .410 bore shotgun barrel with an axe head, designed for survival and utility applications.
• Guns For Great Causes Charitable Program Charitable program selling commemorative and limited-edition firearms with 100% of proceeds donated to causes including pediatric cancer, veterans, law enforcement, first responders, wildlife conservation, and Second Amendment advocacy. Over $3.5 million donated since inception.
• Limited Edition Rifles Numbered limited edition lever-action rifles including Golden Boy Limited 4th Edition, Big Boy Limited Edition, and New Original Henry Limited Editions with premium engravings and finishes.
• H23 Lever Action Supreme Rifle (LASR) Lever-action rifle available in .223 Rem/5.56 NATO, .300 Blackout, and .450 Bushmaster calibers, priced $1,360 MSRP.

Quantifiable outcome

• Over $3.5 million donated to charitable causes since inception
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

31 partnerships are on record, tiered core and minor.

• National Forest FoundationcoreStrategic or Co-development Partner · 19 March 2026Henry launched a commemorative rifle series with the National Forest Foundation to support conservation projects across nearly 200 million acres of U.S. National Forests. For each rifle sold, Henry donates $50-$500 to the foundation for reforestation and habitat restoration initiatives. Founder and CEO Anthony Imperato also made a direct $25,000 donation.
• National Forest FoundationcoreStrategic or Co-development Partner · 19 March 2026Conservation partnership to support America's National Forests and Grasslands through commemorative rifle sales with proceeds supporting reforestation and habitat restoration.
• U.S. Marine CorpscoreStrategic or Co-development Partner · 17 October 2025Henry created Spirit of the Corps 250th Anniversary rifle series to celebrate the US Marine Corps' 250th anniversary. Two new rifle models (Spirit of the Corps 250th Anniversary 2nd Edition in .22 S/L/LR and .45-70 Gov't) were introduced featuring engraved details and patriotic imagery.
• American Legion / American Legion Junior Shooting SportscoreStrategic or Co-development PartnerHenry supports organizations that introduce new generations to safe, responsible hunting and shooting sports. Partnership category: Hunting & Shooting Sports Education.
• Boy Scouts of AmericacoreStrategic or Co-development PartnerHenry supports BSA programs and has recognized Eagle Scouts with commemorative rifle editions. Anthony Imperato received the North Star Award from Boy Scouts of America.
• National Rifle Association (NRA)coreStrategic or Co-development PartnerFirearms industry advocacy partnership through multiple NRA programs. Anthony Imperato received the NRA Golden Bullseye Pioneer Award (2026) and Lifetime Achievement Honor (2025). Company participates in NRA events and Friends of NRA programs.
• National Shooting Sports Foundation (NSSF)coreStrategic or Co-development PartnerIndustry advocacy partnership supporting the firearms industry's Second Amendment rights and shooting sports traditions.
• National Wild Turkey Federation (NWTF)coreStrategic or Co-development PartnerWildlife conservation partnership supporting turkey conservation and hunting heritage programs.
• Ducks UnlimitedcoreStrategic or Co-development PartnerWaterfowl conservation partnership supporting wetland preservation and duck conservation efforts.
• Pheasants Forever / Quail ForevercoreStrategic or Co-development PartnerUpland bird conservation partnership supporting habitat restoration for pheasants and quail.
• Rocky Mountain Elk Foundation (RMEF)coreStrategic or Co-development PartnerElk conservation partnership supporting habitat preservation and hunting heritage.
• National Deer AssociationcoreStrategic or Co-development PartnerDeer conservation partnership supporting white-tailed deer habitat and hunting programs.
• Mule Deer FoundationcoreStrategic or Co-development PartnerMule deer conservation partnership supporting habitat and conservation efforts.
• Second Amendment Foundation (SAF)coreStrategic or Co-development PartnerFirearm rights advocacy partnership defending Second Amendment freedoms.
• Gun Owners of America (GOA)coreStrategic or Co-development PartnerFirearm rights advocacy partnership supporting Second Amendment protections.
• Firearms Policy Coalition (FPC)coreStrategic or Co-development PartnerFirearm rights advocacy through legal and policy efforts.
• Bob Woodruff FoundationcoreStrategic or Co-development Partner$25,000 donation to Stand Up For Heroes event supporting wounded veterans and service members. Anthony Imperato presented check as part of $1 million charitable pledge.
• Veterans of Foreign Wars (VFW)coreStrategic or Co-development Partner$50,000 check presented to VFW as part of Henry's $1 million charitable pledge for 25th anniversary. Supporting veteran organizations.
• Fisher House FoundationcoreStrategic or Co-development PartnerMilitary family support partnership providing assistance to families of wounded and ill service members.
• Navy SEAL FoundationcoreStrategic or Co-development PartnerSpecial operations community support partnership.
• CampCares / VETCarescoreStrategic or Co-development PartnerVeteran mental health and support programs partnership.
• First Responders Children's FoundationcoreStrategic or Co-development Partner$25,000 donation at National First Responders Day event in NYC Times Square supporting children of first responders.
• Cancer Free KidscoreStrategic or Co-development PartnerPediatric cancer research and family support partnership through Guns For Great Causes program.
• Ronald McDonald House CharitiescoreStrategic or Co-development PartnerChildren's hospital support partnership through Guns For Great Causes charitable initiatives.
• National Cattlemen's Beef Association (NCBA)coreStrategic or Co-development PartnerAmerican Cattleman Tribute Edition rifle sold at NCBA-PAC auction raising $31,500. Supporting beef industry advocacy.
• Future Farmers of America (FFA)coreStrategic or Co-development PartnerAgricultural youth development partnership supporting future farmers and ranchers.
• International Hunter Education Association (IHEA-USA)coreStrategic or Co-development PartnerHunting safety education partnership. Henry received IHEA-USA 2021 Industry Partner Award.
• Single Action Shooting Society (SASS)coreStrategic or Co-development PartnerCowboy action shooting sports partnership supporting SASS events and competitions.
• Tunnel to Towers FoundationcoreStrategic or Co-development PartnerFirst responder and military family support foundation partnership.
• NASCAR / Doran RacingminorGTM or Marketing PartnerHenry Racing sponsorship through title sponsorship of NASCAR Xfinity Series race at Road America (Henry 180). Driver Kody Swanson and Doran Racing partnership with multiple championship wins.
• Kevin Harvick FoundationminorGTM or Marketing PartnerNASCAR driver Kevin Harvick foundation partnership supporting youth and community programs.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Smith & Wesson Brands: Major publicly-traded U.S. firearms manufacturer with diversified product lines including rifles, handguns, and suppressors. Larger scale and broader category presence, but shares Henry's American manufacturing base and sporting/defense customer segments.
• Remington Arms: Historic American firearms manufacturer re-emerged after 2020 bankruptcy. Produces the iconic Model 700, Model 870, and other rifles/shotguns; direct overlap in long-gun categories serving the same hunting customer base.
• Sturm, Ruger & Co. Public U.S. firearms manufacturer with broad product portfolio including rifles, pistols, and revolvers. Larger than Henry and recently acquired Marlin, giving it direct lever-action competition; comparable American-made positioning and hunting/sporting customer base.

Direct peers

• Marlin Firearms: Historic lever-action rifle manufacturer (Model 60, 336, 1895) and Henry's most direct competitor in the lever-action category. Acquired by Ruger in 2023 from Remington's bankruptcy, making it the closest peer in product offering and customer base.
• Browning: American firearms brand producing the BLR lever-action rifle, BAR, and other hunting rifles. Direct overlap in lever-action category and serves the same upland hunting, big game, and sporting customer segments.
• Savage Arms: American bolt-action and lever-action rifle manufacturer competing in the hunting and precision rifle segments. Comparable Made-in-America positioning and serves similar hunting/sporting customer segments.
• Mossberg: Privately-held U.S. firearms manufacturer of rifles (including lever-action) and shotguns. Comparable American-made positioning, hunting customer base, and private ownership structure; overlapping in the shotgun and rimfire categories.
• Winchester Repeating Arms: Iconic American firearms manufacturer producing the Model 73, Model 94, and other lever-action rifles that directly compete with Henry's H1, H4, and Big Boy lines. Comparable product portfolio spanning hunting, sporting, and commemorative firearms.

Others

• Bass Pro Shops / Cabela's: Largest U.S. outdoor retailer carrying Henry firearms and competitor products. Adjacent as a key distribution channel and ecosystem participant rather than a direct competitor, but influences end-customer brand selection in hunting and shooting sports.

Emerging players

• Cimarron Firearms: Smaller U.S. manufacturer specializing in replicas of Old West lever-action rifles (1873, 1876, 1892). Comparable product category focus and collector/commemorative customer base, though at smaller scale than Henry.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HenryRepeating
• Xx.com/henryrifles
• LinkedInlinkedin.com/company/henry-repeating-arms

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Henry Repeating Arms