JSE Surplus

What JSE Surplus does

JSE Surplus, LLC is a privately-held specialty firearms retailer headquartered at 5004 MO-74 in Cape Girardeau, Missouri. Founded around 2001, the company operates a dual-channel business combining a direct-to-consumer e-commerce storefront (jsesurplus.com) with a brick-and-mortar retail location. Its product portfolio is centered on AR-15 platform components, including lower and upper receivers, barrels, handguards, bolt carrier groups, gas blocks, muzzle devices, triggers, grips, stocks, and complete build kits, alongside complementary categories such as complete firearms (rifles, pistols, handguns, shotguns), suppressors and NFA items, optics and sights, magazines, tactical gear (slings, chest rigs, holsters), and survival equipment. The company also maintains a dedicated retro AR-15 parts category targeting vintage-reproduction builds.

JSE Surplus carries a mix of third-party brands (KAK Industry, Leapers/UTG, Timber Creek Outdoors, Magpul) and its own house label, Multiple Mfg, which spans 294 products across AR-15, AR-10, AR-9, and Glock-compatible parts. The business makes money through unit-priced hardware sales at MSRP, with occasional warehouse clean-out and blow-out sale events. The go-to-market motion is primarily DTC e-commerce with flat-rate shipping, supplemented by in-store pickup, an email newsletter program via Constant Contact, and a wholesale dealer program for other firearms retailers. The company ships nationwide with state-specific compliance procedures for restricted jurisdictions including California, Washington, and Illinois.

The company has 11-50 employees, no disclosed external funding, no parent company, and operates as an independently owned LLC. There is no disclosed management team, no patents, no certifications, and no technology platform beyond a standard e-commerce stack. Geographic footprint is domestic-only with a Midwest emphasis. The business is exposed to firearms regulatory risk at both state and federal levels, and several states remain restricted or require enhanced documentation for shipments.

Name

JSE Surplus

Legal name

JSE Surplus, LLC.

Website

https://jsesurplus.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

JSE Surplus is a privately-held specialty firearms retailer based in Cape Girardeau, Missouri, selling AR-15 parts, complete firearms, tactical gear, suppressors, and survival equipment to hobbyist builders and gun owners through a DTC e-commerce site and a physical storefront.

Ownership category

akta.pro rank

Product category

Firearms Retail

NAICS

Industrial Supplies Merchant Wholesalers (423840)

SIC

Wholesale-Durable Goods, Nec (5099)

akta.pro primary industry

Firearms & Ammunition Retail (CRAMAKAA)

akta.pro secondary industry

Reloading & Gunsmithing Supplies Retail (CRAMAKAF)

Keywords

• AR-15 parts
• Firearms retail
• Tactical gear
• Suppressors NFA
• Optics and sights

Headquarters

HQ city

Cape Girardeau

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: JSE Surplus generates revenue through the direct sale of firearms, AR-15 parts, tactical gear, accessories, suppressors, and related merchandise. Products are sold at MSRP with various price points ranging from under $1 (small parts) to several hundred dollars (complete uppers, barrels, complete rifles). The company also offers occasional warehouse clean-out and blow-out sales at discounted prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

JSE Surplus is a specialty firearms retailer that sells AR-15 rifle components, complete guns, suppressors/NFA items, optics, magazines, tactical gear, survival gear, and retro AR-15 parts through an e-commerce website and a Cape Girardeau, MO retail store. It also offers complete build kits for custom rifle and pistol assembly, branded swag, and a deals/closeouts section, carrying its own Multiple Mfg brand alongside third-party brands such as KAK Industry, Leapers/UTG, and Timber Creek Outdoors. The company ships nationwide with state-specific compliance procedures for restricted states such as California, Washington, and Illinois.

Product overview

JSE Surplus is an online and retail firearms parts and accessories dealer based in Cape Girardeau, MO. The company operates as a multi-brand e-commerce platform offering a comprehensive portfolio of AR-15 rifle components (including Lower Receivers, Upper Receivers, Barrels, Handguards, Bolt Carrier Groups, Charging Handles, Gas Blocks, Muzzle Devices, Triggers, and Stocks), complete Guns (Rifles, Pistols, Handguns, Shotguns), Suppressors/NFA Items, Accessories (Magazines, Bipods, Lights & Lasers, Tools), Optics & Sights (Scopes, Red Dot Optics, Mounts), Tactical Gear (Slings, Chest Rigs, Holsters), Survival Gear (Binoculars, Hydration, Knives, First Aid), and Retro AR-15 Parts for historical builds. The company carries multiple house and third-party brands including Multiple Mfg, KAK Industry, Leapers/UTG, and Timber Creek Outdoors, and also offers AR-15 Build Kits for custom builds, Swag merchandise, and Deals/Clearance items. They ship to customers nationwide with state-specific compliance policies, particularly serving California customers with required documentation.

Differentiator

Problem solved

Functional benefit

Products and services

• AR15 Parts Comprehensive selection of AR-15 rifle components including Lower Receivers, Upper Receivers, Complete Uppers, Barrels, Handguards, Bolt Carrier Groups, Charging Handles, Gas Blocks, Muzzle Devices, Triggers, Grips, and Stocks for gun owners and hobbyists.
• AR-15 Build Kits
• Guns
• Suppressors/NFA Items
• Optics and Sights
• Accessories
• Tactical Gear
• Survival Gear
• Retro AR-15 Parts
• Multiple Mfg (Private Label Brand)
• Deals and Closeouts

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• Multiple MfgminorOthersMultiple Mfg is a major vendor/supplier brand carried by JSE Surplus. They offer 294 products including AR15, AR10, and AR9 components such as stripped lowers, barrels, bolt carrier groups, and small parts. JSE Surplus resells Multiple Mfg products through their e-commerce platform.
• Leapers/UTGminorOthersLeapers/UTG is a brand of 319 products sold through JSE Surplus, including optics, red dot sights, mounts, magazines, and accessories for AR-15 and other platforms.
• KAK IndustryminorOthersKAK Industry supplies 19 products to JSE Surplus including AR-15 barrels, flash hiders, buffer kits, and parts. Products include retro-style components and pistol caliber carbine parts.
• Timber Creek OutdoorsminorOthersTimber Creek Outdoors provides 338 products including handguards, gas blocks, forward assists, and upper parts kits in multiple color options including black, blue, bronze, FDE, and tungsten.

Recent moves5 records

Expansion highlights5 records

Direct peers

• Midway USA: Midway USA is a major direct-to-consumer firearms components, ammunition, and shooting accessories retailer, also operating a brick-and-mortar store. JSE Surplus competes head-to-head with Midway's broad catalog of AR-15 parts, components, and accessories to hobbyist builders and reloaders.
• Rainier Arms: Rainier Arms is a specialty AR-15 manufacturer and retailer offering complete rifles, custom builds, and parts/components. Direct competitor to JSE on AR-15 platform deep SKUs and custom builder offerings.
• Brownells: Brownells is a leading firearms accessories and gunsmithing supplies retailer with deep AR-15 parts, tools, and reloading inventory. Highly comparable to JSE Surplus in product mix, target customer (hobbyists/builders), and dual online + catalog distribution model.
• Aero Precision: Aero Precision manufactures AR-15 uppers, lowers, and complete rifles and sells direct via its own storefront. Comparable to JSE Surplus in product category (AR-15 components/builds) and customer base (builders and hobbyists), though Aero also produces its own parts versus JSE's reseller model.
• AR15Discounts.com (AIM Surplus): AR15Discounts (AIM Surplus) is an online AR-15 parts and accessories retailer offering discounts on components, magazines, optics, and tactical gear. Direct competitor to JSE Surplus in the AR-15 component category, with similar customer value proposition around competitive pricing and broad catalog depth.
• Palmetto State Armory: Palmetto State Armory manufactures and retails AR-15 rifles, parts, and accessories direct-to-consumer at aggressive price points. Overlaps with JSE's core AR-15 parts, complete uppers, and lower receivers, targeting the same value-oriented and builder customer segments.
• Primary Arms: Primary Arms is a specialty AR-15 and modern sporting rifle retailer with its own branded optics and parts. Highly direct competitor to JSE Surplus on AR-15 parts, complete rifles, and optics, with overlapping customer base of AR builders and PCC enthusiasts.

Emerging players

• Optics Planet: Optics Planet is a large online retailer of optics, firearms accessories, tactical gear, and shooting supplies. Comparable to JSE in optics/sights, accessories, and tactical gear categories, though broader in scope beyond firearms.
• Bravo Company Manufacturing (BCM): BCM manufactures premium AR-15 rifles and parts and sells direct through its own retail storefront. Comparable niche to JSE in AR-15 components and complete rifles, but with a premium-brand positioning and lower volume than mass-market distributors.

Broad incumbents

• Sportsman's Warehouse: Sportsman's Warehouse is a multi-category outdoor retailer with significant firearms, ammunition, and accessories assortment plus in-store FFL transfers. Overlaps with JSE's product mix at the category level while serving a much broader hunting, fishing, and outdoor customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/JseSurplus
• Facebookfacebook.com/JseSurplus
• LinkedInlinkedin.com/company/jse-surplus

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 JSE Surplus