Kellyco Metal Detectors

What Kellyco Metal Detectors does

Kellyco Metal Detectors is a privately held, family-owned specialty retailer founded in 1955 by Stuart Auerbach in Miami, Florida, currently headquartered at 11217 Outlet Dr, Knoxville, Tennessee. The company retails metal detectors and related accessories from third-party manufacturers, with no proprietary hardware development. Its catalog spans entry-level detectors (~$150) through professional/advanced units (up to $2,527+) across brands including Garrett, Minelab, Fisher, Nokta, XP, Aquascan, Teknetics, and Striker, plus accessories (search coils, pinpointers, digging tools, headphones), commercial/industrial equipment (Ground Penetrating Radar, magnetometers, security walk-throughs and wands), and a Kellyco Warehouse channel for pre-owned and open-box units. The company also carries gold prospecting equipment and historically sold sister brand StuLine hobby accessories.

The business operates a direct-to-consumer go-to-market model: e-commerce via kellycodetectors.com (BigCommerce storefront), phone sales at (888) 535-5926, and a single physical showroom in Knoxville, TN (Mon-Fri 9am-5pm ET). Revenue is generated primarily through one-time hardware sales at varied price points, with a 30-day hassle-free return policy on most hobby detectors, same-day shipping on orders before 5 PM, a 15% military discount, and Affirm-based financing. Kellyco's customer base is predominantly hobbyist metal detectorists (coin shooting, jewelry, beach, relic), with secondary segments in gold prospecting, commercial/industrial (utility locating, void/pipe/leak detection), and security/law enforcement.

Kellyco's go-to-market is reinforced by a content and community engine: an active blog with educational guides (Best Metal Detector, Gold Prospecting, Cheap Metal Detectors), a Treasure Gallery of customer finds, an email newsletter, social media presence across Facebook, YouTube, Instagram, and Pinterest, an affiliate program, and a VIP Test Team of influential detectorists who field-test and create content around products. The firm claims to be one of the oldest and largest metal detector retailers globally, maintains an inventory of 2,500+ units, has an A+ BBB rating, and a 4.8/5 stars aggregate rating across 37,000+ customer reviews. Following founder Stuart Auerbach's death in 2017, operations continue under his son David Auerbach with John Floyd as President; the firm is privately held with no institutional investors disclosed in source materials.

Name

Kellyco Metal Detectors

Legal name

Kellyco Metal Detectors

Website

https://kellycodetectors.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

11–50 employees

Short description

Kellyco Metal Detectors is a privately held, family-owned US specialty retailer (founded 1955, headquartered in Knoxville, TN) that sells metal detectors and accessories from third-party manufacturers including Garrett, Minelab, Fisher, Nokta, and XP to hobbyist detectorists, gold prospectors, and select commercial and security customers via e-commerce, phone sales, and a physical showroom.

Ownership category

akta.pro rank

Product category

Metal detector retail

NAICS

Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)

SIC

Industrial Instruments For Measurement, Display, And Control (3823), Wholesale-Electronic Parts & Equipment, Nec (5065)

akta.pro primary industry

Sensors & Modules (IMU, GPS, Camera, RF) Retail (CRACAKAC)

Keywords

• Metal detector retail
• Treasure hunting equipment
• Ground penetrating radar
• Gold prospecting gear
• Security screening equipment

Headquarters

HQ city

Casselberry

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales of Metal Detectors and Accessories: Kellyco generates revenue through direct retail sales of metal detectors, search coils, pinpointers, digging tools, headphones, and accessories. Products range from beginner-level detectors under $200 to professional/commercial equipment priced over $2,000. The company also sells open box, used, and returned equipment through its Kellyco Warehouse program at discounted prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Kellyco Metal Detectors is a specialty retailer that curates and sells metal detecting equipment from major manufacturers (Garrett, Minelab, Fisher, Nokta, XP, Teknetics, Aquascan, Striker), covering hobby detectors, professional/underwater units, commercial ground penetrating radar, security walk-throughs and wands, plus accessories (search coils, pinpointers, digging tools, headphones) and gold prospecting gear. The company sells primarily direct-to-consumer through its e-commerce site, phone sales, and a Knoxville, Tennessee showroom, and also offers discounted pre-owned equipment through its Kellyco Warehouse program.

Product overview

Kellyco Metal Detectors operates as America's largest metal detector retailer, offering a comprehensive portfolio of metal detecting products organized across multiple brand lines and product categories. The core offering consists of hobby metal detectors from major manufacturers including Garrett (AT Pro, AT Max, Vortex, Apex, ATX), Minelab (Manticore, Equinox, Vanquish, X-Terra Elite, Excalibur II, CTX 3030), Fisher (F11, F22, F44, F70, 1280X, Gold Bug), Nokta (Legend 2, Simplex, Score), and XP (Deus II, Deus, ORX). These are supplemented by commercial/industrial equipment (Ground Penetrating Radar, Security Walk-Throughs), accessories (Search Coils, Pinpointers, Digging Tools, Headphones), gold prospecting equipment, and pre-owned/open-box items through the Kellyco Warehouse. The company sells direct-to-consumer via kellycodetectors.com, phone orders, and a Knoxville, Tennessee showroom.

Differentiator

Problem solved

Functional benefit

Brands

• Kellyco Warehouse: Pre-owned and open box equipment section of the company, selling returned and used metal detector accessories.

Products and services

• Garrett ACE Apex Metal Detector Versatile all-purpose multi-frequency metal detector for hobbyists targeting coins, jewelry, and relics across diverse terrains.
• Garrett AT Pro Metal Detector All-terrain metal detector submersible to 10 feet for hobbyist detecting in wet, dusty, and harsh environments.
• Garrett AT Max Metal Detector Advanced all-terrain metal detector with increased depth, wireless audio, and Z-Lynk technology for superior target separation.
• Garrett ATX Metal Detector High-performance pulse induction metal detector built for extreme terrains and highly mineralized soils.
• Garrett Vortex Metal Detector Advanced multi-frequency metal detector with superior target identification capabilities.
• Minelab Manticore Metal Detector Flagship Minelab detector with Multi-IQ technology for maximum signal power and intelligent ground balancing across all terrain types.
• Minelab Equinox Series Metal Detectors Multi-frequency all-terrain detectors for coin, relic, and jewelry detection in parks, fields, and beaches.
• Minelab Vanquish Series Metal Detectors Entry to mid-range multi-frequency detectors with Multi-IQ technology and waterproof designs for all skill levels.
• Minelab X-Terra Elite Metal Detector High-performance multi-frequency detector with advanced ground balancing and waterproof construction for all-terrain treasure hunting.
• Minelab Excalibur II Underwater Metal Detector Professional underwater metal detector submersible to 200 feet, optimized for beach and marine treasure hunting.
• Minelab CTX 3030 Metal Detector Advanced GPS-enabled detector with color LCD, iron discrimination, and target response curves for relic and coin hunting.
• Minelab Go-Find Series Metal Detectors Compact, lightweight entry-level metal detectors with smartphone integration for beginners.
• Fisher F44 Weatherproof Metal Detector Weatherproof hobby metal detector with 7.69 kHz frequency, 99 target IDs, 5 search modes, and 5-year warranty.
• Fisher F22 Weatherproof Metal Detector Weatherproof entry-level metal detector with IP54 rating, 4 modes, 99 target IDs, and lightweight 2.3 lb design.
• Fisher F70 Metal Detector High-performance 13 kHz VLF metal detector with GroundGrab ground balancing and 5"/11" waterproof coil combo.
• Fisher 1280X Underwater Metal Detector Submersible underwater metal detector rated to 250 feet with 75+ hours battery life and turn-on-and-go operation.
• Nokta Legend 2 Metal Detector Flagship multi-frequency Nokta detector with enhanced discrimination, wireless audio, and superior depth capabilities.
• Nokta Simplex Metal Detector Entry-level waterproof metal detector with wireless connectivity for beginners and all-terrain detecting.
• XP Deus II Metal Detector High-performance wireless metal detector with multi-frequency technology, remote control, and advanced target identification.
• XP Deus Metal Detector Original wireless metal detector with patented remote control, audio, and coil system for exceptional versatility.
• Metal Detector Search Coils Replacement and aftermarket search coils in 5-15 inch sizes and DD/Concentric configurations for major detector brands.
• Pinpointers Handheld precision metal detectors for pinpointing target location in excavated holes.
• Metal Detecting Digging Tools Hand diggers, shovels, sand scoops, and excavation tools for recovering targets with minimal ground disturbance.
• Metal Detecting Headphones Specialized headphones including waterproof underwater, wireless, and wired options for various detecting conditions.
• Ground Penetrating Radar Systems Professional ground penetrating radar systems for deep subsurface imaging, utility locating, and archaeological surveys.
• Security Walk-Through Metal Detectors and Handheld Wands Security screening equipment including walk-through metal detectors and handheld wands for law enforcement and facility security.
• Gold Prospecting Equipment Gold pans, concentrators, paydirt, and specialized gold detecting accessories for prospecting operations.
• Kellyco Warehouse Pre-Owned and Open-Box Equipment Pre-owned, open-box, and returned metal detecting equipment tested for basic functionality and offered at discounted prices.

Quantifiable outcome

• 30-day hassle-free return policy on most hobby metal detectors
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Kellyco VIP Test TeamcoreGTM or Marketing PartnerKellyco partners with influential metal detecting content creators including Matt Ryan (Tennessee Adventures), Gary Penta (MyDetecting.com), Emily Copeland (Little Dirt Digger), Greg Pickens (Finding America), Dallas Rowley (Man + River), Jason Bozzuffi (Quarter Hoarder), Kurt Franz (The Hoover Boys), and Eric Reed (Reawakening History). These VIP Test Team members field-test equipment and create content showcasing products.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Market position

Strengths4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/kellycodetectors
• Facebookfacebook.com/kellycodetectors
• LinkedInlinkedin.com/company/kellyco-metal-detectors
• Instagraminstagram.com/kellycodetectors
• Xx.com/KellycoDetector

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Kellyco Metal Detectors