Grünig + Elmiger

What Grünig + Elmiger does

Grünig + Elmiger AG (G+E) is a Swiss shooting sports centre and precision firearm manufacturer founded in 1962, headquartered in Malters, Switzerland. The company operates a hybrid e-commerce and physical retail business through gruenel.ch, selling firearms, ammunition, reloading components, optics, gun care products, security equipment, and bespoke custom shop services. Its own-manufactured G+E product line includes the FT300 and ST200 precision sport rifle systems with proprietary barreled actions (650mm barrels, single-shot and magazine-fed configurations in 6mmBR and 7.5x55 Swiss calibers) and match-grade triggers with adjustable geometry (130–300g trigger weight, 24mm longitudinal adjustment). It also offers a CISM-standard 10-round magazine system compliant with International Military Sports Council regulations.

G+E functions both as a manufacturer and as an authorized multi-brand distributor for major international firearms, ammunition, and accessories brands, including SIG SAUER, Smith & Wesson, Barrett, Colt, CZ, FN, Mossberg, Hämmerli, Steyr Mannlicher, RWS, Federal, CCI, Hatch, and Monadnock. The multilingual platform (German, English, French) supports direct-to-consumer sales to Swiss customers under the WES/EFWP weapons law framework, with no international shipping on most items.

The business model is primarily transactional one-time retail sales across seven product categories, complemented by professional services revenue from the G+E Custom Shop (bespoke gunsmithing, custom barreled actions, trigger systems). Customer segments include competitive shooters (primary), hunters, law enforcement and security personnel, firearms collectors, and shooting clubs. Marketing relies on SEO, a YouTube content library of shooting tutorials and product demonstrations, and athlete/event sponsorships. Ownership is private (AG structure), no funding rounds or acquisitions are disclosed, and no AI/ML capabilities are evidenced; the competitive proposition is anchored on Swiss precision engineering heritage and multi-brand one-stop-shop convenience.

Name

Grünig + Elmiger

Legal name

Grünig + Elmiger AG

Website

https://gruenel.ch

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

11–50 employees

Short description

Grünig + Elmiger AG is a Swiss shooting sports centre founded in 1962 that manufactures proprietary precision competition rifles (FT300, ST200) and distributes firearms, ammunition, reloading supplies, and optics from major brands to competitive shooters, hunters, law enforcement, and collectors in Switzerland.

Ownership category

akta.pro rank

Product category

Sporting Goods and Firearms Retail

NAICS

Small Arms Ammunition Manufacturing (332992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Hunting & Shooting Specialty Knife/Tool Retail (CRAMAKAH)

Keywords

• Sport shooting rifles
• Firearms retail
• Ammunition sales
• Reloading equipment
• Shooting accessories

Headquarters

HQ city

Malters

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Retail Sales of Firearms and Weapons: E-commerce sales of sport rifles, pistols, revolvers, and weapons across multiple categories including ordnance/military surplus, self-loading firearms, and alarm guns.
2. Ammunition Sales: Sales of rifle cartridges, handgun cartridges, shotgun shells, rimfire cartridges, pyrotechnics, air pellets, blank cartridges, and snap caps from multiple manufacturers including RWS, Federal, CCI, Remington, Norma, Lapua, and Hornady.
3. Reloading Components: Sales of reloading equipment including presses, dies, shell holders, case preparation tools, powder measures, primers (RWS, CCI, Federal, Remington, Fiocchi), bullets, and cases from major brands.
4. Optics and Accessories: Sales of binoculars, spotting scopes, rangefinders, riflescopes, red dot sights, night vision and thermal devices, and mounting accessories.
5. Custom Shop and Gunsmithing: G+E Custom Shop offering bespoke firearms manufacturing and modification services, including custom barreled actions and trigger systems.
6. Security Equipment: Sales of security materials including Monadnock batons, Hatch tactical gloves, and related law enforcement equipment.
7. Second Hand/Used Firearms: Pre-owned firearms sales including rifles, pistols, and collectible weapons.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Grünig + Elmiger is a Swiss sporting goods retailer and small-scale manufacturer selling competition rifles (own-manufactured FT300, ST200, and CISM systems plus major third-party brands), ammunition, reloading components, optics, gun care products, hunting accessories, and security equipment. It also operates a G+E Custom Shop for bespoke firearms work and trades in second-hand firearms. Sales run through gruenel.ch and a Malters storefront serving Swiss and DACH-region customers.

Product overview

Grünig + Elmiger (G+E) is a Swiss sporting goods retailer and manufacturer specializing in competition firearms and shooting sports equipment. The company operates a multi-brand e-commerce platform offering its own manufactured competition rifles (FT300 and ST200 systems in big bore and small bore variants, plus match air rifles), alongside a comprehensive catalog of third-party firearms, ammunition, optics, reloading supplies, and hunting accessories. The portfolio includes G+E brand products for competitive shooting alongside resellers of major manufacturers including RWS, CCI, Federal, Smith & Wesson, CZ, SIG SAUER, Barrett, Colt, and others. The company also provides a Custom Shop for personalized firearms work, second-hand sales, and specialized Ballistol gun care products.

Differentiator

Problem solved

Functional benefit

Brands

• G+E Sport Rifle Systems: Sport rifle systems including FT300 and ST200 models for competitive and target shooting
• G+E Custom Shop

Products and services

• G+E FT300 System Precision single-shot barreled action system built by Grünig + Elmiger for competitive sport shooting, available in right- and left-hand variants and in 7.5x55 Swiss and 6mmBR calibers. Designed for shooters seeking competition-grade accuracy.
• G+E ST200 System Competition rifle system manufactured by Grünig + Elmiger with a match-grade trigger, designed for competitive precision shooting applications.
• G+E CISM System CISM-standard competition rifle system with 10-round magazine designed for military sport shooting competitions under International Military Sports Council regulations.
• G+E Big bore Sportrifles Large-caliber competition sporting rifles produced by Grünig + Elmiger for target shooting competitions.
• G+E Small bore Sport rifle Small-caliber competition sporting rifles produced by Grünig + Elmiger for precision target shooting.
• Match air rifles Competition-grade air rifles stocked by Grünig + Elmiger for precision air-rifle shooting sports.
• G+E Armbrust Junior 99 Youth-oriented crossbow produced by G+E for beginner shooters, supplied with two arrows and a target.
• G+E Custom Shop Bespoke firearms customization and modification service from Grünig + Elmiger, covering custom barreled actions, trigger work, and tailored sporting firearms.
• Reloading Equipment Reloading equipment category including presses, dies, shell holders, case preparation tools, and powder measures for shooters who handload their own ammunition.
• Ammunition Ammunition category offering rifle cartridges, handgun cartridges, shotgun shells, rimfire cartridges, air pellets, pyrotechnics, blank cartridges, and snap caps from brands such as RWS, Federal, CCI, Remington, Norma, Lapua, and Hornady.
• Optics Optics product category covering binoculars, spotting scopes, rangefinders, riflescopes, red dot sights, night vision and thermal devices, and optical accessories.
• Second-hand firearms Pre-owned firearms sales channel offering rifles, pistols, revolvers, and collectible weapons including military surplus and commemorative pieces.
• Security Material Security and tactical equipment category offering Monadnock AutoLock batons, Hatch SGK100/SGX11/FM2000/RFK300 tactical and duty gloves, and related protective gear for law enforcement and security users.
• Gun care and Ballistol products Weapon maintenance product line including Ballistol universal oil, cleaning kits, brushes, and care accessories for shooters and hunters.
• G+E Merchandising Branded G+E merchandise and gift items offered to customers of the shooting sports centre.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered core.

• SIG SAUERcoreChannel Partner/ Reseller/ DistributorAuthorized dealer/distributor for SIG SAUER long guns and pistols. Products include SIG SAUER Langwaffen (long guns) and SIG SAUER Pistolen in the product catalog.
• Smith & WessoncoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Smith & Wesson firearms including revolvers, pistols, and M&P series. Products listed include rifles, revolvers, and training pistols.
• RWS (Rheinisch-Westfälische Sprengstoff AG)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for RWS ammunition including diaphragms, rifle cartridges, and air pellets. Full range of RWS reloading components and ammunition.
• FederalcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Federal ammunition including rifle cartridges, rimfire ammunition, and reloading primers. Full Federal product line carried.
• CCIcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for CCI ammunition including rimfire ammunition, primers, and shotshell products.
• HämmerlicoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Hämmerli firearms including the 208 series sport pistols and commemorative editions.
• CZ (Česká zbrojovka)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for CZ firearms including the Scorpion EVO 3 S1, 457 series rifles, and P-10 pistols.
• BarrettcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Barrett Firearms Manufacturing products.
• ColtcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Colt firearms.
• MossbergcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Mossberg firearms.
• HatchcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Hatch gloves including SGX11, SGK100, RFK300, and FM2000 Friskmaster series tactical and duty gloves.
• MonadnockcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Monadnock security equipment including AutoLock batons and related accessories.
• Steyr MannlichercoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Steyr Mannlicher rifles including Classic Mountain series and accessories.
• FN (Fabrique Nationale)coreChannel Partner/ Reseller/ DistributorAuthorized dealer for FN firearms including Five Seven pistols.

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Carl Walther: Established German firearms manufacturer with strong competition pistol and rifle offerings that share the precision shooting customer base with G+E.
• Heckler & Koch: Major German firearms manufacturer whose sporting and competition rifle lines compete in the same category as G+E's FT300/ST200 systems and are stocked by similar dealer networks.
• Sauer & Sohn: German hunting and sporting rifle manufacturer whose premium rifle systems overlap with G+E's hunting and competition rifle assortment.

Direct peers

• RWS (Rheinisch-Westfälische Sprengstoff): Major European ammunition and reloading components brand that G+E distributes; competitive overlap on ammunition, primers, and reloading equipment sold through similar channels.
• RUAG Ammotec: Swiss defense and small-arms ammunition manufacturer and retailer, overlapping with G+E on precision shooting products, ammunition, and Swiss law enforcement/military supply.
• Brügger & Thomet (B&T): Swiss manufacturer of precision firearms, suppressors, and tactical equipment, with overlapping competitive/military shooting product lines and Swiss manufacturing base.
• Haenel: German firearms manufacturer producing sport and hunting rifles, directly comparable to G+E's manufactured and retailed precision sporting rifle offerings.
• Frankonia: Germany's largest hunting and shooting specialty retailer, operating a comparable multi-brand DTC model across firearms, ammunition, optics, and reloading across the DACH region.
• Waffen Schumacher: German firearms and shooting sports retailer offering new and used firearms, ammunition, optics, and accessories — directly comparable assortment and customer base to G+E.

Regional players

• Reichelt Jagd & Sport: Swiss hunting and shooting retailer offering firearms, optics, and reloading supplies — comparable product mix to G+E within the same Swiss market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/gruenigelmiger
• LinkedInlinkedin.com/company/gruenel

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 Grünig + Elmiger