What Marlin Firearms does

Marlin Firearms manufactures lever-action, bolt-action, and semi-automatic rifles for hunting, target shooting, collecting, and self-defense use. Founded in 1870 by John Marlin in New Haven, Connecticut, the brand became synonymous with the American lever-action rifle through iconic products such as the Model 1881 (its first centerfire), the Model 1891 (famous as Annie Oakley's rifle), the Model 336, and the Model 60 rimfire, which has sold over 11 million units since 1954. After Remington Outdoor Company's bankruptcy, Sturm, Ruger & Co., Inc. (NYSE: RGR) acquired the Marlin brand assets in 2020, transferring over 100 truckloads of equipment and inventory, and began manufacturing Marlin-branded rifles at its Mayodan, North Carolina facility in late 2021, with all Ruger-made Marlins identified by 'Mayodan, NC' barrel markings and 'RM' serial prefixes.

The current product portfolio consists of three core centerfire lever-action models — Model 1895 (.45-70 Govt), Model 336 (.30-30 Win), and Model 1894 (.357 Mag, .44 Rem Mag, .45 Colt, and a first-ever 10mm Auto chambering) — distributed across six series configurations: SBL (polished stainless, gray laminate), Dark (modern polymer with M-LOK and Cerakote), Classic (American black walnut, traditional styling), Trapper (short-barreled, quick-handling), Guide Gun (laminate, traditional features), and the premium Mad Pig Customs collaboration. Manufacturing is anchored in cold hammer-forged barrel technology for accuracy and longevity, with proprietary features including the Skinner Sights system, Cerakote finishes, Picatinny rails, and partnerships with Magpul, Hornady, Midwest Industries, and Angled Spade Technologies. The legacy rimfire line (Model 60, Model 795, XT Series) is not currently in production under Ruger.

Marlin's business model is exclusively hardware sales executed through a federally regulated two-step distribution channel: Ruger sells directly to a small number of independent, federally licensed wholesale firearm distributors, who in turn supply federally licensed retail dealers. Products are also available through authorized online marketplace partners (GunBroker, Guns.com, Gearfire) and Ruger-operated e-commerce storefronts (ShopMarlin.com, ShopRuger.com). MSRPs range from approximately $1,359 for Guide Gun and SBL base models to $2,999 for the limited Mad Pig Customs Model 1894. The brand targets four primary customer segments — sporting/hunting shooters, guide and professional hunters, firearms collectors, and self-defense-oriented buyers — reached through the company website, organic social media (Facebook, Instagram), email newsletter, and media marketing resources rather than enterprise sales motions. Revenue is one-time at the point of sale and is consolidated within Sturm, Ruger & Co.'s public reporting rather than disclosed separately at the brand level.

Name

Marlin Firearms

Legal name

Sturm, Ruger & Co., Inc.

Website

https://marlinfirearms.com

Company type

Private

Founded year

1870

Operating status

Operating

Headcount range

101–250 employees

Short description

Marlin Firearms, a brand owned by Sturm, Ruger & Co., Inc. (NYSE: RGR), manufactures lever-action rifles for hunting, target shooting, collecting, and self-defense at Mayodan, North Carolina. Products are sold through wholesale distributors to federally licensed retail dealers and online marketplaces.

Ownership category

akta.pro rank

Headquarters

HQ city

Mayodan

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Firearms Sales: Marlin generates revenue through the sale of lever-action rifles and rimfire firearms. Products are sold through wholesale distributors to retail dealers, as well as through online marketplace partners. Revenue is one-time at point of sale for each firearm.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Marlin Firearms manufactures American-made lever-action centerfire rifles sold under the 'Long Live The Lever Gun' brand by Sturm, Ruger & Co., Inc. The product portfolio is built around three core platforms — Model 1895 (.45-70 Govt), Model 336 (.30-30 Win), and Model 1894 (.357 Mag, .44 Rem Mag, .45 Colt, 10mm Auto) — offered across six series sub-brands (SBL, Dark, Classic, Trapper, Guide Gun, Mad Pig Customs). A rimfire line including the Model 60, Model 795, and XT Series rounds out the historic catalog.

Product overview

Marlin Firearms, manufactured by Sturm, Ruger & Co., Inc., produces lever-action rifles under the 'Long Live The Lever Gun' brand. The product portfolio consists of three core rifle models (Model 1895, Model 336, Model 1894) offered across six distinct series sub-brands: SBL Series (polished stainless finish, gray laminate), Dark Series (nylon-reinforced polymer with M-LOK, Cerakote finish), Classic Series (American black walnut, traditional styling), Trapper Series (short-barreled, quick-handling), Guide Gun Series (brown/black laminate, traditional features), and Mad Pig Customs (premium collaboration with custom parts). Models are chambered in various calibers including .45-70 Govt, .30-30 Win, .357 Mag, .44 Rem Mag, .45 Colt, and 10mm Auto (first-ever lever-action). The company also offers a rimfire rifle line (Model 60, Model 795, XT Series), though these are not currently in Ruger production. Products are sold through wholesale distributors to licensed retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Glenfield Firearms: A budget-friendly firearms brand also owned by Sturm, Ruger & Co., Inc.

Products and services

• SBL Series Lever-Action Rifles Time-honored styling lever-action rifles featuring polished stainless finish, gray laminate stock, polished bolt with spiral flutes, and threaded barrel. Includes Models 1895, 336, and 1894 across .45-70 Govt, .30-30 Win, .357 Mag, .44 Rem Mag, and .45 Colt. MSRP for Model 1895 SBL is $1,619.00.
• Dark Series Lever-Action Rifles Modern lever-action rifles featuring nylon-reinforced polymer stock with M-LOK attachment slots, anodized aluminum handguard, Graphite Black Cerakote finish on alloy steel, nitride finish on bolt and lever, radial muzzle brake, Picatinny rail, adjustable ghost ring rear sight, and fiber optic/tritium front sight. Includes Models 1895, 336, and 1894. Dark Series Model 1895 MSRP is $1,519.00.
• Classic Series Lever-Action Rifles Traditional lever-action rifles featuring beautifully finished American black walnut stock and forend with sharp checkering, satin blued receiver finish, and gold-colored trigger. Includes Models 336, 1894, and limited edition America 250th Anniversary models.
• Trapper Series Lever-Action Rifles Short, quick-handling lever-action rifles optimized for hunting and protection. Features shorter barrels, stainless steel components with matte finish, receiver-mounted Skinner Sights, and threaded barrels. Includes Models 1895, 336, and 1894 in calibers including .45-70 Govt, .357 Mag, .44 Rem Mag, and 10mm Auto.
• Guide Gun Series Lever-Action Rifles Lever-action rifles featuring handsome brown or black laminate stock with crisp checkering, designed for maintaining good grip in all weather conditions. Includes Models 1895 and 1894 chambered in .45-70 Govt, .357 Mag, and .44 Rem Mag. Model 1894 Guide Gun MSRP $1,359.00; Model 1895 Guide Gun MSRP $1,359.00.
• Mad Pig Customs Model 1894 Premium lever-action rifles developed in collaboration with Mad Pig Customs featuring advanced custom features and expanded options. Model 1894 chambered in 357 Magnum with Magpul OD Green Cerakote finish, Midwest Industries stock and handguard, and upgraded components.
• Rimfire Rifles Rimfire rifles including Model 60 semi-automatic in .22 LR, Model 795 magazine-fed autoloading rifle, and XT Series bolt-action rimfire rifles, representing Marlin's historical rimfire line and heritage. The Model 60 alone has sold over 11 million units since its 1954 introduction.

Quantifiable outcome

• Over 11 million Model 60 rifles sold since 1954

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Mad Pig CustomscoreStrategic or Co-development Partner · 13 May 2026Collaboration to develop and manufacture the Mad Pig Customs Model 1894 rifle. Features include Cerakote-finished barreled action, custom grip inserts designed for maximum grip, specialized lever, Midwest Industries handguard and stock, and Angled Spade Technologies Scepter-PB muzzle brake. This partnership brings advanced features and expanded options to lever-action consumers.
• Hornady Manufacturing CompanycoreStrategic or Co-development Partner · 16 October 2025Collaboration to introduce the first-ever lever-action rifle chambered in 10mm Auto. The Trapper Series Model 1894 in 10mm Auto was developed in conjunction with Hornady's new LEVERevolution 10mm Auto ammunition. The ammunition features a 150 grain FTX bullet optimized for lever-action rifles.
• Magpul IndustriescoreStrategic or Co-development Partner · 13 May 2024Partnership to feature Magpul ELG (Enhanced Light Grip) stock and forend on the Trapper Series Model 1895. The furniture is constructed of reinforced polymer, durable and impervious to weather. Features M-LOK and QD attachment capability, integrated storage compartment for six additional rounds, and includes length of pull spacer kit.
• Glenfield FirearmsminorOthersRelated brand under the Marlin/Ruger portfolio, mentioned as part of the brand family on the website.
• Marlin Firearms Collectors AssociationminorOthersIndependent organization that provides a web forum to promote friendship and camaraderie amongst those interested in collecting and studying Marlin-made firearms. Not associated with Sturm, Ruger & Co., Inc.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Smith & Wesson (Smith & Wesson Brands): Major American firearms manufacturer with broad hunting/sporting lineup. While centered on pistols, S&W hunting rifles and long guns overlap Marlin's distribution channels and end-customer base.
• Browning Arms Company: Broad hunting/sporting firearms maker (Bolt-Action Rifle, BAR, BL-22 Lever) with premium American-made positioning overlapping Marlin's premium ASP tiers and lever-action heritage.
• Remington Arms: Historical owner of Marlin Firearms (via Remington Outdoor, divested in 2020) and one of the largest US firearms manufacturers. Continues to compete broadly in hunting/sporting rifles including bolt-actions and lever-action-adjacent platforms.

Direct peers

• Henry Repeating Arms: The largest independent American-made lever-action rifle manufacturer. Henry competes head-to-head with Marlin in the same .30-30, .44 Mag, .357 Mag, .45-70 hunting/sporting segments using a similar distribution and pricing approach.
• Winchester Repeating Arms: Historic lever-action rifle maker (Model 94, Model 1886) competing directly with Marlin's Model 1894/1895/336 in the hunting/sporting market with similar American-made positioning and traditional features.
• Mossberg (O.F. Mossberg & Sons): Produces lever-action rifles such as the Model 464 alongside broad shotguns and rifles. Targets the same hunting/sporting buyer with comparable price points and federal-dealer distribution.
• Savage Arms: Manufacturer of bolt-action and lever-action (Model 42, Model 99 reproductions) hunting rifles sold through the same two-step distribution. Directly comparable in price, customer, and hunting use cases.
• Traditions Performance Firearms: Specializes in lever-action rifles (American Long Rifle, 1873 series) and muzzleloaders aimed at the same hunting/traditional-shooting buyer as Marlin at somewhat lower price points.
• Chiappa Firearms: Italian/US firearms manufacturer of lever-action reproductions (1873 and 1886 models) and revolvers competing in the same hunting/cowboy-action shooting segment.

Emerging players

• C. Sharps Arms: Niche American maker focused on premium single-shot and lever-action rifles for hunting and collectors. Comparable in premium positioning but with much narrower product breadth than Marlin.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MarlinFirearms
• InstagramInstagram.com/MarlinFirearmsOfficial
• Xx.com/marlinfirearms
• LinkedInlinkedin.com/company/marlin-firearms

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 Marlin Firearms