Xhunter

What Xhunter does

Xhunter is an Australian-owned and operated online retailer specializing in hunting, shooting, and outdoor recreation equipment, headquartered in Braeside, Victoria. The company operates a direct-to-consumer e-commerce platform at xhunter.com.au offering roughly 2,500+ products across 14+ categories, including hunting gear (trail cameras, dog tracking systems, game callers, GPS devices, ATV gun racks), shooting accessories, optics (thermal, night vision, rifle scopes, rangefinders), ammunition (rimfire, centerfire, shotshell, handgun), reloading equipment, gun cleaning supplies, firearm storage (cases, bags, safes), clothing, lights/torches, and outdoor/camping gear. The catalog spans more than 250 brands including Beretta, Spika, Garmin, Bushnell, Gerber, Leupold, and Olight, alongside proprietary Xhunter-branded merchandise. The underlying technology is a standard e-commerce storefront with shopping cart, customer account management, wishlists, order tracking, and multiple payment options; no proprietary platform capabilities, APIs, AI/ML systems, or software products are indicated.

The business model is straightforward retail hardware sales to consumers across Australia, with pricing ranging from approximately $4 for budget accessories to over $4,000 for premium GPS units and optics, and recurring ~15% promotional discounts on featured items. Distribution is omnichannel within a single geographic market: the online storefront ships Australia-wide, and the company operates a customer-facing showroom in Mordialloc plus a fulfillment warehouse in Braeside for in-person pickup. Customer acquisition combines top-of-funnel content (the on-site blog, Facebook, Instagram) with mid-funnel nurture (email newsletter offering 5% off first order, WhatsApp direct support). Headcount is 1-10 and the company is privately held with no disclosed external funding rounds, parent company, or institutional investors. The main customer segments are individual recreational and professional Australian hunters, shooting enthusiasts, and outdoor adventurers, supplemented by a smaller commercial/trader-accounts channel for B2B bulk purchasers.

Name

Xhunter

Legal name

Xhunter Australia

Website

https://xhunter.com.au

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Xhunter is an Australian-owned e-commerce retailer that sells hunting, shooting, and outdoor recreation equipment to Australian consumers via an online storefront with showroom and warehouse pickup in Victoria, stocking 2,500+ products from 250+ brands.

Ownership category

akta.pro rank

Product category

Outdoor Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Hunting, Shooting Sports & Archery Retail (CRAMABAK)

akta.pro secondary industries

Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE), Optics & Sighting Devices Retail (Scopes, Binoculars, Rangefinders) (CRAMAKAC), Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD), Archery Equipment & Accessories Retail (CRAMAKAB), Hunting & Shooting Specialty Knife/Tool Retail (CRAMAKAH), Outdoor Navigation, Safety & Survival Gear Retail (CRAMAAAE)

Keywords

• Hunting equipment retail
• Shooting accessories
• Outdoor sporting goods
• Ammunition supplies
• Firearms accessories

Headquarters

HQ city

Braeside

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: Retail sales of hunting, shooting, and outdoor equipment through e-commerce platform. Revenue generated from one-time product transactions across categories including hunting gear, ammunition, optics, reloading supplies, gun cleaning, storage, clothing, lights, and outdoor equipment. Products range from budget items under $10 to premium gear over $1000.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Xhunter is an Australian-owned and operated online retailer that sells hunting, shooting, and outdoor recreation equipment direct-to-consumer across Australia. The company stocks over 2,500 products across 14 categories including hunting gear, blades, archery, shooting accessories, ammunition, optics, reloading supplies, gun cleaning products, firearm storage, clothing, lights and torches, and outdoor/camping gear from more than 60 brands.

Product overview

Xhunter is an Australian-owned and operated online retailer specializing in hunting, shooting, and outdoor recreation equipment. The company operates a comprehensive e-commerce platform offering a single unified product portfolio across multiple categories including hunting gear (trail cameras, dog tracking systems, game callers, field bags, GPS devices, ATV gun racks), shooting accessories (protective gear, clay target throwers, targets, bipods, holsters), optics (thermal imaging, rifle scopes, night vision, red dots, range finders, binoculars), ammunition (rimfire, centerfire, shotshell, handgun), reloading equipment (dies, presses, scales, tumblers), gun cleaning products, firearm storage (cases, bags, safes), clothing, lights/torches, and outdoor/camping gear. They stock products from over 60 brands including Beretta, Spika, Garmin, Bushnell, Gerber, Leupold, and Olight, along with their own Xhunter branded merchandise. The business is exclusively online with warehouse pickup available from their Braeside, VIC location.

Differentiator

Problem solved

Functional benefit

Products and services

• Hunting Gear Comprehensive range of hunting equipment including trail cameras, duck decoys, dog tracking and training supplies, game callers, field bags, game processing gear, GPS devices, ATV gun racks, wind meters, and camo netting for Australian hunters.
• Blades & Edge Tools Hunting knives, axes, machetes, multitools, sharpeners, and sheaths for field use and outdoor activities.
• Archery Equipment Bows, arrows, bow accessories, archery gear, arm guards, and gloves for bowhunting.
• Shooting Accessories Gun slings, swivels, mounts, protective gear (glasses, earmuffs, earplugs), snap caps, clay target throwers, targets, chronographs, rests, recoil shields, bipods, monopods, shooting sticks, holsters, muzzle brakes, and shotgun sights.
• Ammunition Rimfire ammo (17 HMR, 22 LR, 22 WMR), centerfire ammo (.204-.375cal, over .40cal), shotshell (12/16/20/28 gauge, 410), handgun ammo (9mm, 45 ACP, 38 Special, 357 Mag, 10mm Auto), air rifle pellets, gas checks, and primers.
• Optics Thermal imaging devices (rifle scopes, clip-on scopes, monoculars, binoculars, handheld cameras), rifle scopes (FFP, SFP, LPVO), night vision devices (monoculars, rifle scopes), red dot sights, range finders, binoculars, spotting scopes, and bore sights.
• Reloading Equipment Case preparation and cleaning tools (tumblers, trimmers, chamfers), reloading books, dies (seating, full-length sizing, neck sizing), powder scales, tricklers, funnels, calipers, reloading presses, bullet pullers, priming tools, shellholders, and reloading kits.
• Gun Cleaning Products Cleaning kits for rifle, shotgun, and pistol; chemicals (cleaners, bore paste, rust removers, wipes, lubricants, protectants); gunsmith tools; brushes, patches, picks, rods, bore guides, mops, jags, and boresnakes.
• Firearm Storage Gun cases (rifle, shotgun, pistol), gun bags, gun safes (4-8+ gun capacity, 150kg+), ammunition boxes, gun backpacks, range boxes and bags, ammo holders, waist bags, gun socks, and trigger locks.
• Hunting & Outdoor Clothing Headwear (caps, camo face masks), shirts, jackets (hooded, insulated, scent control, waterproof, windproof), waders, ghillie suits, vests, shorts, boots and footwear, gloves, pants, and clothing packs for men, women, and kids.
• Lights & Torches Flashlights and torches (rechargeable, weapon mounted, waterproof, handheld, EDC, multi-colored), headlamps, spotlights (handheld, work, vehicle mounted, light bars), and light accessories.
• Outdoor & Camping Gear Camping equipment (tents, air beds, cookware, tools, hygiene), hunting food supplies, fishing gear (lures, baits, kits, rods, reels), survival equipment (rope, tools, kits, distress signals, lighters, paracord, waterproof bags, heaters), and off-road accessories.
• Trail Cameras 4G cellular trail cameras with live feed and solar panel options, standard SD card cameras, featuring no-glow (940nm) and low-glow (850nm) IR LEDs, PIR sensitivity adjustment, multi-shot mode, and time-lapse functionality.
• Dog Tracking & Training Systems GPS dog tracking collars and training systems with ranges up to 20km, anti-bark collars, and multi-dog tracking capabilities, including Garmin Alpha series and DGP dog training collars.
• Game Callers Electronic and mouth-operated game calls for deer, duck, fox, and predator hunting, including electronic callers with preloaded sounds and diaphragm calls.
• GPS Navigators & Smart Watches Handheld GPS devices, marine GPS, navigators, satellite communicators, altimeters, compasses, and GPS-enabled smart watches including Garmin Foretrex, Instinct, and Tactix series.
• ATV Gun Racks Vehicle-mounted gun racks for ATV and UTV vehicles including V-grip, cam lock, and universal mounting systems for rifles and bows.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Wilddog Sports: Australian online specialist in hunting knives, axes, sharpeners, and outdoor edge tools. Directly competes with Xhunter's blades/edge tools category with similar D2C e-commerce model targeting the same Australian hunter persona.
• Sportsman's Warehouse: US specialty retailer of hunting, shooting, camping, and outdoor recreation products. Comparable in assortment breadth and category specialization, though much larger and store-based.
• Midway USA: US-based direct-to-consumer retailer focused exclusively on shooting, hunting, and reloading products. Closest model analogue: extensive catalog of firearms accessories, ammo, reloading, optics — sold primarily online to enthusiasts.
• Rugged Edge: Australian online specialist in hunting, camping and outdoor gear. Comparable D2C e-commerce model targeting Australian hunters with overlapping product categories including knives, optics, and field gear.
• OpticsPlanet: Large US-based online retailer specializing in optics, hunting, shooting, and tactical gear. Mirrors Xhunter's e-commerce-led model and significantly overlaps in scopes, binoculars, red dots, and shooting accessories categories.

Broad incumbents

• Bass Pro Shops / Cabela's: Largest US outdoor recreation retailer (Bass Pro merged with Cabela's) covering hunting, fishing, camping and shooting across massive stores plus online. The dominant incumbent benchmark for the category Xhunter competes in.
• BCF (Boating, Camping, Fishing): Australia's largest outdoor leisure retailer with 150+ stores across fishing, camping, boating and hunting. Directly competes for the same Australian outdoor enthusiast customer base and carries overlapping hunting/shooting product categories.
• Anaconda Stores: Major Australian sporting goods and outdoor retail chain with broad hunting, camping, fishing and outdoor assortments. Overlaps Xhunter's hunting/shooting categories but operates many large-format stores nationwide as a generalist outdoor retailer.

Emerging players

• Adventureco: Australian outdoor and adventure retailer with hunting-adjacent products. Smaller and more focused than BCF/Anaconda; competes with Xhunter for the outdoor enthusiast segment but with a narrower hunting/shooting depth.

Regional players

• Hunting & Fishing New Zealand: New Zealand's leading specialist hunting, fishing and outdoors retailer with stores and e-commerce. Closest geographic/category analogue operating in a comparable trans-Tasman market with overlapping hunting/shooting assortment.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/xhunter.com.au
• Instagraminstagram.com/xhunterau
• LinkedInlinkedin.com/company/xhunter-australia

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 Xhunter