What BIRCHWOODCASEY does

Birchwood Casey is a shooting sports equipment brand established in 1948 and headquartered in Grand Prairie, Texas. Operating as a subsidiary of GSM Outdoors, the company manufactures and retails a broad portfolio of physical shooting sports products organized into five core categories: shooting targets (paper, steel, 3D, reactive, self-sealing, wildgame, and target games formats), gun cleaning (kits, tools, chemicals, mats), gun refinishing (notably Gun Blue and Plum Brown formulations positioned as industry standards), shooting equipment (benches, mats, clay throwers, gun rests, range bags, eye and ear protection), and gun cases (handgun, long gun, safes, locks). The line also extends to holsters and branded apparel. Featured SKUs span $12.99 (PREGAME Turkey Targets, 8-pack) to $139.99 (AR500 3/8" Silhouette), with intermediates including Duracap Training Rounds ($21.99) and Shooting Rest Bag Combos ($44.99). The technology stack is undisclosed; the company is positioned as a physical-products business with a standard e-commerce interface.

The company serves two principal customer segments: serious shooters and shooting sports enthusiasts (primary), and military personnel and first responders (secondary). Use cases span range practice, hunting preparation, firearm maintenance, refinishing, and competitive shooting. Distribution is two-tiered: a direct-to-consumer BigCommerce-powered e-commerce storefront with free shipping over $49 and Sezzle buy-now-pay-later financing, complemented by an authorized dealer/reseller wholesale network. Marketing combines email newsletters, organic social (@Birchwoodcasey), educational content (Shooting Blog, Gun Refinishing Guide, Gun Cleaning and Care Guide), and Guidefitter-mediated discount programs for guides/outfitters and military/first responders. The horizontal segmentation approach targets individual end-users rather than enterprise buyers.

Revenue mechanics are transactional unit pricing with no disclosed revenue figures, no external funding rounds, no named management team, and no documented AI/ML capabilities. Patent references and warranty registration route through the GSM Outdoors parent, which manages shared customer service (877-269-8490) and brand-portfolio infrastructure. Distribution advantage rests on the brand's full product ecosystem and dual digital-wholesale distribution. Given the brand's 75+ year heritage, mature niche position, and integration within the GSM Outdoors portfolio, Birchwood Casey functions as a stable, mature specialty sporting goods label with active but incremental channel and category extensions rather than headline growth.

Name

BIRCHWOODCASEY

Legal name

Birchwood Casey

Website

https://birchwoodcasey.com

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

11–50 employees

Short description

Birchwood Casey is a 77-year-old shooting sports brand selling targets, gun care products, cases, holsters, and apparel to enthusiasts, hunters, and military or first responders via direct e-commerce and authorized dealers.

Ownership category

akta.pro rank

Product category

Shooting Sports Equipment

NAICS

Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industries

Firearm Storage & Safety Retail (Safes, Cases, Locks) (CRAMAKAI), Reloading & Gunsmithing Supplies Retail (CRAMAKAF), Hunting, Shooting Sports & Archery Retail (CRAMABAK), Hunt, Fish & Shooting Sports Distribution (CRAOAJAC)

Keywords

• Shooting targets
• Gun cleaning products
• Gun refinishing supplies
• Firearm maintenance equipment
• Shooting range accessories

Headquarters

HQ city

Grand Prairie

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, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: One-time purchase revenue from shooting targets, gun cleaning products, gun refinishing products, shooting equipment, gun cases, holsters, and apparel. Products sold at various price points from $12.99 to $139.99+.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Birchwood Casey manufactures and sells shooting sports equipment and accessories spanning the full shooting lifecycle — including shooting targets (paper, steel, reactive, 3D, self-sealing, wildgame, and target games), gun cleaning kits and chemicals, gun refinishing treatments such as the industry-standard Gun Blue and Plum Brown, range equipment (benches, mats, clay throwers, gun rests, range bags, ear/eye protection), gun cases and safes, holsters, and branded apparel. Products are sold direct-to-consumer via an owned BigCommerce e-commerce storefront and through wholesale dealer/reseller channels in the United States.

Product overview

Birchwood Casey is a physical products company (not a software/platform) that manufactures and sells shooting sports equipment and accessories. The company offers a diversified portfolio organized around five core product categories: Shooting Targets (including 3D, reactive, paper, steel, self-sealing, wildgame, and target games subcategories), Gun Cleaning (kits, tools, chemicals, and mats), Gun Refinishing (kits, metal treatments like Gun Blue and Plum Brown, and wood care), Shooting Equipment (benches, mats, clay throwers, gun rests, range bags, and protection gear), and Gun Cases (handgun, long gun, safes, and locks). The company also sells holsters and apparel. Featured products include PREGAME Turkey Targets, AR500 Silhouette Targets, Duracap Training Rounds, and Shooting Rest Bag Combos. Established in 1948, the company is part of GSM Outdoors and sells direct to consumers via e-commerce.

Differentiator

Problem solved

Functional benefit

Products and services

• Shooting Targets High-quality shooting targets covering 3D, reactive, paper, steel, self-sealing, wildgame, and target games subcategories. Founded in 1948 and positioned as the company's flagship product line trusted by serious shooters for range practice.
• Gun Cleaning
• Gun Refinishing
• Shooting Equipment
• Gun Cases
• Holsters
• Apparel

Quantifiable outcome

• Trusted by serious shooters since 1948

Segments2 records

Ideal customer profiles2 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.

• GSM OutdoorscoreOthersBirchwood Casey is owned by GSM Outdoors, a parent company managing outdoor recreation brands. The company operates under the GSM Outdoors portfolio with shared resources including customer service (877-269-8490), product warranty registration, and patent management.

Scale indicators1 record

Recent moves5 records

Expansion highlights6 records

Direct peers

• Champion Traps and Targets: Vista Outdoor brand selling paper/steel targets, clay throwers, and hearing/eye protection, competing head-on with Birchwood Casey's core target and range-gear catalog.
• Do-All Outdoors: Maker of automatic clay throwers, steel and reactive targets, and range gear, competing directly with Birchwood Casey's targets and shooting equipment.
• Real Avid: Maker of gun cleaning tools, smart mats, and gunsmithing accessories, competing directly in Birchwood Casey's maintenance category.
• Hoppe's: Legacy gun-care brand offering cleaning solvents, kits, and tools, directly comparable to Birchwood Casey's gun cleaning line.
• Otis Technology: Manufacturer of firearm cleaning systems and kits for consumers and military, overlapping Birchwood Casey's cleaning and professional/first-responder segments.
• Caldwell Shooting Supplies: Battenfeld Technologies brand making shooting rests, targets, chronographs, and range gear—directly overlapping Birchwood Casey's targets and shooting equipment lines.
• MTM Case-Gard: Manufacturer of ammo boxes, gun cases, shooting rests, and range accessories, directly overlapping Birchwood Casey's storage and equipment lines.
• Allen Company: Supplier of gun cases, range bags, targets, and shooting accessories to hunters and shooters, mirroring Birchwood Casey's cases and equipment offerings.
• Ballistol: Gun care and cleaning/lubricant brand serving shooters, comparable to Birchwood Casey's cleaning and metal-care products.

Emerging players

• Cerakote (NIC Industries): Modern ceramic firearm coatings and finishes provider that competes with Birchwood Casey's legacy gun refinishing (Gun Blue, Plum Brown) franchise.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/BirchwoodCasey1
• Facebookfacebook.com/Birchwood-Casey-293018384064290
• LinkedInlinkedin.com/company/birchwood-casey-llc

Revenue estimate

Valuation estimate

Number of profiles

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 BIRCHWOODCASEY