Kettler

What Kettler does

Kettner (legal entity: Eduard Kettner GmbH) is an Austrian family-owned specialty retailer of hunting, outdoor, and traditional fashion (Trachtenmode) equipment, operating 16 physical stores across Austria (14) and Croatia (2), plus an e-commerce platform at kettner.com with Click & Collect and home delivery via Austrian Post. The assortment spans hunting clothing (men's and women's, including shirts, pants, jackets, hats, underwear, and vests), footwear, optics (binoculars, riflescopes, thermal imaging, night vision, red dot sights), firearms (rifles, shotguns, handguns, air rifles, crossbows), ammunition, equipment (dog accessories, knives, game processing tools, weapon accessories), and gift items, drawing on a portfolio of roughly 80+ third-party premium brands (Zeiss, Swarovski Optik, Beretta, Blaser, Fjällräven, Meindl, Steyr Arms, Glock, Pulsar, Anschütz, Deerhunter) alongside the proprietary Elch private label.

The business is vertically extended beyond pure retail through two wholly-owned subsidiaries: Fröwis, an acquired Austrian sports-shooter equipment specialist serving the air-pressure and small-caliber weapons segment, and Kettner Schießenarena Zangtal, a dedicated training and education facility in Voitsberg with 21 ball ranges (50–300m), 8 indoor pistol lanes, trap shooting (hunting and Olympic), and parcours stands. Fröwis also operates a paid Sportschützen-Service package (€149) bundling weapon tuning, shot pattern analysis, special cleaning, and ammunition analysis.

The revenue model is direct-to-consumer retail with one-time transactional purchases at individual price points across physical and online channels, supplemented by the €149 sports-shooter service SKU. Customer segments are horizontal by use case — hunters (covering Ansitz, Drückjagd, Pirsch, Bergjagd, Fuchsjagd, Schwarzwildjagd), outdoor enthusiasts, sports shooters, Trachten/traditional fashion buyers, hunting dog owners, and entry-level Jungjäger — served through a multi-channel marketing mix combining organic social (Facebook, Instagram, WhatsApp Channel), email newsletter, SEO, and a content-rich e-commerce storefront. The company is privately held, founder/family-controlled, with no disclosed institutional investors, funding rounds, or public listing.

Name

Kettler

Legal name

Eduard Kettner GmbH

Website

https://kettner.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Kettner is an Austrian family-owned specialty retailer of hunting, outdoor, and traditional fashion equipment, operating 16 stores across Austria and Croatia plus a full e-commerce platform with Click & Collect, complemented by the Fröwis sports-shooter subsidiary and the Schießenarena Zangtal training facility.

Ownership category

akta.pro rank

Product category

Hunting & Outdoor Equipment Retail

akta.pro primary industry

Firearms & Ammunition Retail (CRAMAKAA)

akta.pro secondary industries

Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE), Optics & Sighting Devices Retail (Scopes, Binoculars, Rangefinders) (CRAMAKAC), Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG), Outdoor Navigation, Safety & Survival Gear Retail (CRAMAAAE)

Keywords

• Hunting equipment retail
• Outdoor gear
• Weapons and optics
• Trachten fashion
• Ammunition and accessories

Headquarters

HQ city

Pöttelsdorf

HQ country

Austria

HQ region

Europe

Offices18 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales: Direct-to-consumer retail of hunting, outdoor, and traditional fashion products through physical stores and e-commerce platform. Revenue generated from product sales at individual price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Kettner is a multi-channel retailer specializing in hunting, outdoor, and traditional (trachten) fashion equipment, operating 16 physical stores across Austria and Croatia alongside an e-commerce platform. The product range spans hunting clothing, footwear, weapons, ammunition, optics (binoculars, riflescopes, thermal imaging), dog equipment, knives, accessories, and gift items from ~80+ premium brands plus its own private label Elch. The company additionally operates the Kettner Schießarena Zangtal shooting training facility in Voitsberg and offers the Fröwis sports shooter weapon/ammunition tuning service at €149 flat-rate.

Product overview

Kettner is a multi-channel outdoor and hunting equipment retailer operating as an Austrian family business with 16 physical store locations across Austria and Croatia, plus a comprehensive e-commerce platform. The product portfolio centers on hunting, outdoor, hiking, and nature experience equipment organized into six main categories: Jagdbekleidung (hunting clothing for men and women including shirts, pants, jackets, hats, and accessories), Ausrüstung (equipment including dog accessories, lamps, game processing tools, and weapon accessories), Optik (optics including binoculars, telescopic sights, rangefinders, night vision, and thermal imaging), Waffen (weapons including rifles, shotguns, handguns, and crossbows), Munition (ammunition), and Geschenke (gift items). The company carries its own private label brand 'Elch' alongside approximately 80+ third-party brands including Blaser, Deerhunter, Fjällräven, Beretta, Swarovski Optik, Zeiss, and others. Complementary services include the Fröwis Sportschützen-Service for weapon tuning (€149,- package), and the Kettner Schießarena Zangtal shooting training facility with 21 shooting ranges.

Differentiator

Problem solved

Functional benefit

Brands

• Elch: Kettners Eigenmarke (own brand) for functional and affordable hunting clothing. Described as functional and priceworthy hunting apparel.

Products and services

• Jagdbekleidung (Hunting Clothing) Functional hunting apparel for men and women including shirts, pants, jackets, coats, sweaters, T-shirts, underwear, vests, and accessories from premium brands such as Blaser, Deerhunter, Fjällräven, and Kettner's own Elch label. Intended for hunters across all hunting types.
• Ausrüstung (Hunting Equipment & Accessories) Hunting equipment and accessories including dog accessories, lamps, attractants, hunting ground equipment, knives, hunting supplies, weapon accessories, game processing tools, and simulators. Serves hunters and hunting dog owners needing comprehensive non-weapon equipment.
• Optik (Optics) Optical equipment including rangefinders, binoculars, red dot sights, mounts, night vision devices, spotting scopes, thermal imaging cameras, and telescopic sights from premium brands such as Zeiss, Swarovski Optik, and Pulsar. For hunters and nature observers.
• Waffen (Weapons) Firearms including long guns (rifles, shotguns, air rifles), handguns (pistols, revolvers, air pistols), suppressors, crossbows and bows, gas and signal weapons, and used weapons from brands including Blaser, Beretta, Steyr Arms, Glock, and Anschütz. For hunters and sports shooters.
• Munition (Ammunition) Ammunition including rifle cartridges, gas and signal ammunition, small caliber cartridges, air pressure/CO2 ammunition, pistol ammunition, revolver ammunition, and shotgun shells. For hunters and sports shooters.
• Geschenke (Hunting-Themed Gifts) Hunting-themed gift items including books, decorative items, flasks, dishes, glasses, calendars, and other gift products. For gift buyers and hunters seeking themed presents.
• Trachtenmode (Traditional Austrian/Bavarian Fashion) Traditional Austrian/Bavarian fashion including dirndl, loden clothing, blouses, jackets, pants, shirts, vests, belts, socks, shoes, and accessories for men and women. For customers seeking authentic trachten attire for folk festivals, weddings, and regional events.
• Elch (Private Label Brand) Kettner's own private label brand (Eigenmarke) offering functional and affordable hunting clothing including functional socks, shirts, pants, and hunting apparel. Provides value-tier pricing for budget-conscious hunters.
• Fröwis Sportschützen-Service (Sports Shooter Weapon & Ammunition Tuning) Professional weapon and ammunition tuning service for air pressure and small caliber sports shooters, including test shooting, shot pattern analysis, special cleaning after testing, and ammunition analysis for precise results. Available as a flat-rate package at €149. For competitive and recreational sports shooters.
• Kettner Schießarena Zangtal (Shooting Training & Education Center) Modern shooting training and education center located at Schießplatzstraße 12, 8570 Voitsberg, with 21 bullet stands (50-300m), 8 indoor pistol shooting lanes, trap shooting (hunting and Olympic), parcours stands, 3 shot training stands, and dedicated bullet stands for young hunters. For sports shooters, hunters, and young hunters seeking training and certification.
• Hauptkatalog 2025/26 (Main Catalog 2025/26) Annual print and online catalog presenting the complete Kettner product range for hunting, outdoor, and nature experience. Catalog number 1080-959014-000-000 for the 2025/26 season. For hunters and outdoor customers browsing the full assortment.

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• FröwiscoreChannel Partner/ Reseller/ DistributorFröwis is a leading sportshooter equipment provider in Austria that has joined the Kettner family. Kettner customers now benefit from extended product range for air pressure and small caliber weapons, plus professional sportshooter service including weapon and ammunition tuning with shooting tests.
• Kettner Schießarena ZangtalcoreStrategic or Co-development PartnerModern shooting training and education center with 21 ball ranges (50-300m), 8 indoor pistol ranges, trap shooting (hunting and Olympic), and parcours stands. Offers training for young hunters with 3 shot training stands and dedicated ball ranges.
• Elch (Private Label)coreOEM/ Whitelabel/ Licensing PartnerKettner's own brand for functional and affordable hunting clothing. Own-brand private label product line offering value pricing for customers.

Scale indicators2 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Alljagd: Austrian hunting e-commerce specialist with physical locations, focusing on hunting apparel, weapons, optics and ammunition — direct Austrian competitor overlapping Kettner's home market and customer base.
• Frankonia: Germany's largest specialty hunting and shooting retailer operating an integrated store-and-e-commerce model with comparable premium-brand assortment (Zeiss, Blaser, Beretta) and weapons/ammunition licenses — the closest functional mirror to Kettner in the DACH region.
• Bock + Herrmann (Jagd-Shop): German hunting retailer with physical store and online channel focused on hunting clothing, weapons and accessories from premium brands; directly comparable in assortment depth and target customer to Kettner.
• Waffen-Schneider: German hunting and firearms retailer combining physical showrooms with deep e-commerce assortment in weapons, optics, and reloading; comparable regulated-retail expertise and similar premium-brand mix to Kettner.
• Hubertus (Hubertus-Versand): German hunting and outdoor mail-order/e-commerce retailer with a long-standing catalog business and broad assortment in apparel, optics, and accessories — comparable multi-channel hunting specialist to Kettner.
• Helmut Hofmann: Long-established German hunting and shooting specialist with physical stores and online shop offering clothing, optics, weapons and ammunition from premium brands; competes head-on with Kettner for DACH hunting consumers.

Broad incumbents

• Decathlon: Global mass-market sporting-goods retailer with broad hunting-adjacent outdoor assortment (clothing, optics, footwear); competes for the outdoor side of Kettner's basket but lacks weapons/ammunition depth and specialist hunting expertise.

Regional players

• Bass Pro Shops: North America's dominant hunting, fishing and outdoor specialty retailer with large-format destination stores and premium brand assortment; comparable big-box hunting specialist model but operates in a different geography.
• Sportarm: UK-based hunting and shooting sports retailer with both stores and online presence offering premium brands; comparable assortment and category focus but operating in a different European geography.

Emerging players

• Fenix Outdoor (Fjällräven parent): Owner of Fjällräven and other premium outdoor/hunting-adjacent apparel brands already carried by Kettner; increasingly relevant as a vertically integrated brand-house that competes with retailers on margins and customer relationship.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/kettnercom
• Instagraminstagram.com/kettnercom

Revenue estimate

Valuation estimate

Number of profiles

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 Kettler