Bereli

What Bereli does

Bereli Inc. is a privately held, family-owned direct-to-consumer e-commerce retailer founded in 2015 and headquartered in Hollywood, Florida. The company sells firearms, ammunition, magazines, suppressors, optics, and related tactical and shooting accessories to individual gun enthusiasts, sport shooters, hunters, collectors, and law enforcement agencies across the United States. Its primary customer segment consists of individual shooters seeking competitive pricing and convenience, while a secondary segment includes FFL dealers, government agencies, and law enforcement purchasing through GSA and SAM System channels.

The product catalog is broad, spanning more than 580 ammunition SKUs across handgun, rifle, shotgun, and rimfire calibers, alongside firearms from brands such as Smith & Wesson, Glock, Kimber, FN, Springfield Armory, Noveske, Daniel Defense, and IWI, plus optics, suppressors, magazines, and tactical gear. The platform is built on BigCommerce infrastructure and includes state-specific compliance features to support legally mandated interstate fulfillment; firearms are shipped to authorized Federal Firearms License holders for transfer to end purchasers. The company's website displays 19,224 customer reviews, indicating established multi-year transaction volume.

Bereli generates the bulk of revenue through one-time retail merchandise sales at varying price points, supplemented by bulk discounts and package deals. It has diversified its revenue model through Bereli+ Membership, a $99/year subscription offering 5-7% discounts and free expedited shipping that introduces recurring revenue and light customer stickiness. Additional revenue streams include co-branded Bereli Collabs products (such as the Bereli x Fort Scott Munitions TUI ammunition collaboration), Bereli Builds custom firearm configurations, and Package Deals bundling ammunition with military ammo cans. Distribution is direct-to-consumer via bereli.com with 1-2 business day order processing, with firearms routed through the FFL dealer network for federal and state regulatory compliance.

Name

Bereli

Legal name

Bereli Inc.

Website

https://bereli.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Bereli Inc. is a privately held, family-owned online retailer based in Hollywood, Florida, selling firearms, ammunition, suppressors, optics, magazines, and tactical gear directly to individual shooters, hunters, sport shooters, and law enforcement agencies across the United States.

Ownership category

akta.pro rank

Product category

Firearms and Ammunition Retail

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

akta.pro industry

PRIMARYCRAMAKAA

Firearms & Ammunition Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Hunting, Shooting & Archery Retail

SECONDARYCRAMAKAG

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

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Hunting, Shooting & Archery Retail

SECONDARYCRAMAKAI

Firearm Storage & Safety Retail (Safes, Cases, Locks)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Hunting, Shooting & Archery Retail

Keywords

• Firearms retail
• Ammunition sales
• Shooting accessories
• Online gun store
• Tactical gear

Headquarters

HQ city

Hollywood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail merchandise sales: One-time transaction sales of firearms, ammunition, and shooting accessories through the Bereli.com e-commerce platform. Products are sold at varying price points with discounts on bulk purchases and package deals.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Bereli operates an online e-commerce store at bereli.com that sells firearms, ammunition, magazines, suppressors, optics, and shooting accessories directly to consumers in the United States. The catalog spans handgun, rifle, shotgun, and rimfire ammunition across more than 580 SKUs, plus complete firearms from brands such as Smith & Wesson, Glock, FN, and Springfield Armory. Firearms are shipped to authorized Federal Firearms License dealers for transfer to end purchasers, and the offering is augmented by the Bereli Plus membership, Package Deals, Bereli Collabs, and Bereli Builds.

Product overview

Bereli is an online e-commerce firearms and ammunition retailer operating as a single unified platform. The core product is an extensive online catalog of firearms, ammunition, optics, and tactical gear. Ammunition products span handgun calibers (9mm, .45 ACP, .380 Auto, .40 S&W, 10mm), rifle calibers (.223/5.56, .308, 300 Blackout), shotgun shells, and rimfire. Firearms include pistols, rifles, shotguns, and revolvers from brands like Smith & Wesson, Glock, FN, and Springfield Armory. The offering is supplemented by Bereli+ annual membership ($99/year) providing 5-7% discounts and free expedited shipping, Package Deals bundling ammo with storage cans, Bereli Collabs co-branded products with partners like Fort Scott Munitions, and Bereli Builds custom firearm configurations. The platform sells products directly to consumers and supports government/Law Enforcement purchasing through GSA and SAM System approvals.

Differentiator

Problem solved

Functional benefit

Brands

• Bereli Plus: Annual membership program offering 5% discount on ammo, 7% site-wide discount, free expedited shipping, and priority customer service for $99/year.
• Bereli Collabs
• Bereli Builds
• Package Deals

Products and services

• Ammunition Comprehensive ammunition catalog including handgun ammo (9mm, .45 ACP, .380 Auto, .40 S&W, 10mm, .357 Sig, .38 Special), rifle ammo (.223 Remington, 5.56 NATO, .308 Winchester, 300 Blackout, 6.5 Creedmoor), shotgun ammo (12 gauge, 20 gauge, .410 gauge), and rimfire ammo (22 LR, 17 HMR, 17 WSM). Available in various bullet types including FMJ, JHP, bonded JHP, frangible, and TUI. Sold directly to individual shooters and through bulk purchasing programs.
• Firearms/Guns
• Optics & Sights
• Gear & Supplies
• Magazines
• Suppressors
• Bereli+ Membership
• Package Deals
• Bereli Collabs

Quantifiable outcome

• Membership example order shows $120.93 in savings compared to non-member pricing

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Academy Sports + Outdoors: Regional sporting goods big-box retailer carrying firearms, ammunition, and outdoor gear. Broader assortment than Bereli but overlapping customer base of shooters, hunters, and outdoor enthusiasts.
• Sportsman's Warehouse: Multi-store specialty retailer of firearms, ammunition, hunting, and outdoor gear. Larger, public competitor with broader footprint and inventory; overlapping category with Bereli but omnichannel brick-and-mortar model.
• Bass Pro Shops / Cabela's: Largest U.S. hunting, fishing, and firearms specialty retailer. Overlaps with Bereli across firearms, ammunition, and shooting accessories but operates at much larger scale with national big-box footprint.

Direct peers

• Lucky Gunner: Pure-play online ammunition retailer emphasizing testing, content, and competitive pricing. Comparable DTC e-commerce model targeting shooters and hunters.
• Brownells: Long-established retailer of firearms parts, accessories, reloading supplies, and gunsmithing tools. Comparable e-commerce specialty retailer serving firearms enthusiasts and professionals.
• OpticsPlanet: Online retailer of optics, firearms accessories, and shooting gear. Comparable e-commerce model and overlapping customer base of shooters and tactical buyers.
• MidwayUSA: Direct-to-consumer online retailer of firearms, ammunition, reloading supplies, and shooting accessories. Closely comparable business model, customer base (shooters/hunters), and product mix to Bereli.
• Ammunition.com (Ammo Inc.): Online-first ammunition retailer with broad caliber coverage and bulk pricing focus. Directly comparable e-commerce model and primary product category to Bereli's ammunition business.
• Palmetto State Armory: Direct-to-consumer firearms and ammunition retailer with strong deals-focused positioning and AR-platform emphasis. Closely comparable customer base and online retail motion.
• Primary Arms: Online retailer specializing in optics, firearms, and accessories for AR-platform shooters. Comparable DTC firearms accessory retailer with similar target customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/bereli_inc
• Facebookfacebook.com/bereli.inc
• LinkedInlinkedin.com/company/bereli-inc

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 Bereli