Sportarm

What Sportarm does

Sportarm Ltd is a privately held UK country sports specialist founded in 1988 by Managing Director Kevin Phillips and headquartered in Dorchester, Dorset. The company operates as a multi-channel premium retailer of shotguns, FAC rifles, air rifles, and shooting accessories, with an inventory exceeding 1,500 new and pre-owned shotguns spanning entry-level pieces from £545 (Webley & Scott) up to luxury collectible English pairs at £185,000 (James Purdey). The business extends into adjacent services including gun smithing, gun storage, repairs, steel shot proofing, and choke alterations, supplemented by a country lifestyle shop (launched September 2019) carrying premium brands such as Schöffel, Barbour, Le Chameau, Dubarry, Fairfax & Favor, and Alan Paine.

The product portfolio includes several exclusive proprietary offerings developed via manufacturer partnerships: the Perazzi Ribless Game (2016), AYA English Game (2017, winner of Best New Shotgun 2016), Rizzini Ribless Game (2017), Beretta Ribless Game (2018), and the HJ Hussey Imperial Sidelock reproduction program (brand acquired 2008, production commenced 2015). Sportarm also acts as UK importer and distributor for Pro Ferrum, a proprietary molecular-technology gun cleaning superfluid with an 86% repurchase rate. Distribution is built around three premium UK showrooms — the Dorchester flagship, Sportarm at West London Shooting School, and Sportarm at Lady's Wood Shooting School — plus a direct e-commerce storefront (shop.sportarm.com) and an exclusive "Sportarm At Home" viewing service for high-value transactions. Revenue also includes third-party retail finance offered on new and pre-owned inventory (introduced 2018) and a discount Online Outlet Store (2018).

The customer base is fragmented across affluent country sports enthusiasts (clay, game, and grouse shooting), existing gun owners requiring service, gun collectors seeking rare English pieces, and country lifestyle apparel shoppers. Marketing is executed through a content-led blog authored by the MD, monthly newsletters, organic social media, The Game Fair exhibitions (15+ consecutive years), industry publication coverage (Tackle and Guns, Sporting Gun, Shooting Times), and sponsorship of the GWCT Wessex Inter Shoot Challenge. The company is privately held with no disclosed external funding, parent company, or institutional investors.

Name

Sportarm

Legal name

Sportarm Ltd

Website

https://sportarm.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Sportarm is a UK country sports specialist founded in 1988, retailing 1,500+ new and pre-owned shotguns, firearms, and accessories across three premium showrooms, plus exclusive manufacturer-developed models, gun smithing services, and a country lifestyle shop.

Ownership category

akta.pro rank

Product category

Sporting Goods and Firearms Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Firearms & Ammunition Retail (CRAMAKAA)

akta.pro secondary industry

Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG)

Keywords

• Sporting goods retail
• Shotgun sales
• Gun services
• Country lifestyle apparel
• Firearms dealership

Headquarters

HQ city

Dorchester

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Shotgun Sales: Retail of new and pre-owned shotguns ranging from budget to luxury collectible pieces. Extensive inventory of over 1,500 quality shotguns from prestigious manufacturers.
2. Gun Services: Gun smithing, storage, repairs, alterations and proof testing services including steel shot proofing.
3. Lifestyle Products: Country clothing and accessories including Schöffel, Fairfax & Favor, Alan Paine, Dubarry, Le Chameau, Barbour brands.
4. Gun Care Products: Pro Ferrum gun cleaning superfluid - UK importer and distributor with 86% repurchase rate.
5. Finance Services: Third-party retail finance offered on new and pre-owned guns and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Sportarm is a UK country sports specialist retailing over 1,500 new and pre-owned shotguns, FAC rifles, and air rifles alongside comprehensive gun services (smithing, storage, repairs, steel shot proofing) and a lifestyle shop featuring premium country clothing. The company also develops exclusive shotgun models in partnership with global manufacturers and distributes proprietary gun care products such as Pro Ferrum Gun Oil.

Product overview

Sportarm is a multi-award winning country sports specialist operating as a traditional gun retailer and lifestyle retailer. The core offering consists of the Gunroom (shotgun sales), English Shotguns collection, FAC Rifles, and Air Rifles/Pistols divisions, complemented by comprehensive Gun Smithing & Storage services and the Sportarm Lifestyle Shop for country clothing and accessories. Key exclusive offerings include the Perazzi Ribless Game and AYA English Game models developed in partnership with manufacturers, the HJ Hussey Imperial Sidelock reproduction program, and the Pro Ferrum gun care product line. The company operates from two UK locations (Dorchester and West London) and an online lifestyle shop, with over 1,500 shotguns in stock from prestigious makers including Beretta, Perazzi, Caesar Guerini, Rizzini, Browning, Holland & Holland, James Purdey, Boss & Co, and many others.

Differentiator

Problem solved

Functional benefit

Brands

• Perazzi Ribless Game: Exclusive over and under shotgun model developed in conjunction with Perazzi, styled on the classic Boss over and under design with traditional game gun feel and weight.
• Beretta Ribless Game
• AYA English Game
• Rizzini Ribless Game
• HJ Hussey Imperial
• Pro Ferrum

Products and services

• Sportarm Gunroom (Shotguns) Multi-award winning gunroom offering over 1,500 new and pre-owned shotguns in Over and Under and Side by Side configurations from prestigious manufacturers for shooting sports enthusiasts in the UK.
• English Shotguns Collection Exclusive showcase of rare, pre-owned, handmade English shotguns from heritage British makers including Purdey, Boss & Co, Holland & Holland, William Evans, James Woodward & Sons, and Henry Atkin for collectors and high-net-worth buyers.
• FAC Rifles Firearms Certificate rifles sold to legally licensed firearm owners in the UK.
• Air Rifles and Pistols Air rifles and pistols for sporting and target shooting purposes.
• Gun Smithing and Storage Services Comprehensive gun services including professional gunsmithing, gun storage, gun repairs, shotgun fittings, steel shot proofing, and alteration services such as choke modification and chamber adjustments for firearm owners.
• Sportarm Lifestyle Shop Online country lifestyle shop offering premium clothing brands including Schöffel, Fairfax & Favor, Alan Paine, Dubarry, Le Chameau, and Barbour, along with accessories and countryside attire for shooting sports participants.
• Pro Ferrum Gun Oil World-first gun cleaning and protective super fluid with molecular technology for protection, cleaning, and moisture encapsulation. Sportarm is the UK importer and distributor with an 86% repurchase rate.
• XP40 High Performance Perazzi Ejector Springs Specifically designed Perazzi ejector springs providing 40% extra power, supplied with Perazzi grease, fitting kit, and full instructions for Perazzi shotgun owners.
• Sportarm At Home Service Exclusive service allowing customers to view and purchase guns at their own location, supplementing physical store locations in Dorchester and West London.
• HJ Hussey Imperial Sidelock In-house produced English sidelock shotgun model acquired in 2008 and reproduced from 2015, considered equal in quality to the best London makers.
• Perazzi Ribless Game Exclusive over and under shotgun model developed in collaboration with Perazzi, styled on the classic Boss over and under design with traditional lighter weight game feel, available in 12g, 16g, and 20g calibres.
• AYA English Game Spanish-made shotgun exclusive to Sportarm capturing the English balance and feel of 1920s-30s guns, including the Round Body model with floral and scroll engraving. Won Best New Shotgun in 2016 Industry awards.
• Rizzini Ribless Game Over and under game scene engraved shotgun featuring 30 inch ribless multi-choke barrel with elegant swept pistol grip and narrow forend for game shooting.
• Third-Party Retail Finance Third-party retail finance offered on new and pre-owned guns and accessories through a reputable monthly-payment finance provider.

Quantifiable outcome

• Secret Shopper 99/100 score from Tackle and Guns trade publication
• +2 more outcomes

Named customers4 records

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

Seven partnerships are on record, tiered core and minor.

• Lady's Wood Shooting SchoolcoreStrategic or Co-development PartnerSportarm joined forces with Lady's Wood Shooting School based just outside Chipping Sodbury, South Gloucester. Named as one of the top shooting schools in the country. Sportarm at Lady's Wood is the newest addition to the Sportarm group.
• West London Shooting SchoolcoreStrategic or Co-development PartnerLaunch of Sportarm at West London Shooting School as a dedicated gun showroom. Shooting school awarded 'Best UK Shooting Ground' in Industry Awards. Partnership combines shooting tuition with gun sales and service.
• Hull CartridgeminorGTM or Marketing PartnerRoyal Warrant-holder and fellow Shooting Industry award winner ('Best Game Cartridge') providing cartridges for competitions and promotional events.
• Game & Wildlife Conservation Trust (GWCT)minorGTM or Marketing PartnerSportarm thrilled to support GWCT annually. Sponsors Wessex Inter Shoot Challenge and provides Sportarm of Dorchester Trophy for competition teams.
• Special Boat Service Association (SBSA)minorOthersKevin Phillips undertaking 13-day, 80 miles/day cycling fundraiser from St Malo to St Tropez aiming to raise £10,000 for the SBSA charity supporting serving and retired Special Boat Service members and their families.
• Wingfield DigbyminorChannel Partner/ Reseller/ DistributorSportarm secured the Wingfield Digby brand, stocking a full selection of countryside-inspired home products at Dorchester and Lady's Wood premises.
• Country Clothing BrandsminorChannel Partner/ Reseller/ DistributorPartnership with premium country clothing brands including Schöffel, Fairfax & Favor, Alan Paine, Dubarry, Le Chameau, Barbour for Sportarm Lifestyle shop.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• James Purdey & Sons: Premier London bespoke gunmaker with a curated retail operation for the world's finest shotguns and rifles. Comparable to Sportarm's English Shotguns collection; competes in the same ultra-premium price band that Sportarm's Purdey pairs (£90,000-£185,000) target.
• Browning: Global sporting firearms brand and Sportarm manufacturer partner, with broad shotgun and rifle lines. Comparable as a major sporting brand peer; competes for shelf space and customer mindshare in the UK shotgun category.
• Beretta: Global firearms leader and one of Sportarm's key manufacturer partners (Beretta Ribless Game exclusive). Comparable at the broad category level as a premium shotgun supplier; competes for the same game shooting customer segment.
• Holland & Holland: Iconic London-based luxury English gunmaker and retailer of bespoke shotguns and rifles, with in-house manufacturing and a global luxury clientele. Directly comparable to Sportarm at the high end of the English shotgun segment, with broader manufacturing depth.

Regional players

• Bisley Shooting Ground: Major UK shooting ground and country sports destination offering tuition, gun shop, and hospitality. Comparable as a regional shooting venue peer; partially overlaps with Sportarm's shooting school partner strategy in customer acquisition.
• West London Shooting School: UK shooting school and Sportarm partner venue housing a Sportarm showroom. Comparable as a regional shooting sports destination peer; the partnership model (tuition + retail + gun services) is a key Sportarm distribution channel.

Direct peers

• Rizzini: Italian shotgun manufacturer with a dedicated Ribless Game model exclusive to Sportarm. Comparable as a co-development partner peer; Rizzini's wider UK dealer network competes for the same game-scene shotgun customer.
• Perazzi: Italian high-end shotgun manufacturer with whom Sportarm developed the exclusive Ribless Game line. Comparable as a premium shotgun brand peer carried in the same gunroom; Sportarm is a flagship UK dealer.
• William Evans: Long-established London gunmaker and retailer offering new and pre-owned shotguns plus gun services. Directly comparable multi-channel UK gun shop with similar product breadth and price points (mid-range English shotguns £2,000-£10,000).
• Caesar Guerini: Italian shotgun manufacturer whose shotguns Sportarm retails prominently. Comparable as a brand peer carried by Sportarm, with similar exclusive model and specialty dealer dynamics in the UK game shooting market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sportarmltd
• Facebookfacebook.com/SportarmDorchester
• LinkedInlinkedin.com/company/sportarm-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Sportarm