What Just Cartridges Limited does

Just Cartridges Limited is a UK-based, privately held e-commerce retailer founded in 2019, headquartered at Station Road, South Leigh, Oxfordshire. The company specialises in the direct-to-consumer sale of shotgun cartridges for clay target shooting, game shooting, pest control and waterfowl hunting. Its catalog spans 1,500+ SKUs across gauges from .410 to 10 bore and shot types including lead, steel, bismuth and biodegradable alternatives, drawing on major manufacturers (Gamebore, Eley, Fiocchi, Hull, RC, Lyalvale Express, Bioammo, Churchill, Purdey, Victory, Rio, Winchester) alongside a proprietary 'Just Cartridges' private-label range. The company maintains 1 million+ cartridges in stock against a 3 million+ capacity, dispatches via nationwide UK next-day delivery, and operates a physical showroom on weekday office hours plus Saturday mornings.

The technology stack is a standard WooCommerce-style online storefront at justcartridges.com, with faceted product filtering by cartridge type, brand, gauge, load, wad type and shot size, plus a registered-account mechanism for returning customers. Distribution is dual-channel: direct e-commerce (primary sales channel) supplemented by walk-in retail at the South Leigh location, with no app, API or SDK disclosed. Marketing relies on organic search visibility and breadth-of-range positioning rather than documented paid advertising campaigns; the company's claimed competitive advantages are catalog breadth, in-stock depth, and next-day delivery.

Revenue is generated predominantly through one-time retail transactions of 250-cartridge slabs priced between £62.25 (Super Comp 12Ga) and £665 (Dark Storm Bismuth 12Ga), with bulk discounts for 500+ and 1000+ orders and periodic promotional sales. Customer segments are organised horizontally across the UK shooting community — clay shooters (skeet, trap, sporting, DTL), game shooters (pheasant, partridge, grouse, pigeon, duck, goose), pest controllers and waterfowl hunters — with no enterprise or B2B segment disclosed. No revenue, headcount, funding event, executive team, social media presence or institutional investor is disclosed in the available material.

Name

Just Cartridges Limited

Legal name

Just Cartridges Limited

Website

https://justcartridges.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Just Cartridges Limited, founded in 2019, is a UK-based e-commerce retailer selling shotgun cartridges direct to consumers, stocking 1,500+ SKUs from major ammunition brands plus a private-label range, with nationwide delivery from its South Leigh, Oxfordshire base.

Ownership category

akta.pro rank

Product category

Shotgun Cartridge Retail

NAICS

All Other Miscellaneous Retailers (459999)

akta.pro primary industry

Firearms & Ammunition Retail (CRAMAKAA)

akta.pro secondary industry

Hunting, Shooting Sports & Archery Retail (CRAMABAK)

Keywords

• Shotgun cartridges
• Clay shooting ammunition
• Game shooting supplies
• Hunting ammunition retail
• Sporting firearms supplies

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Cartridge Sales: Direct e-commerce sales of shotgun cartridges to consumers. Revenue generated through one-time purchase transactions at varying price points per 250-cartridge slabs. Bulk quantity discounts offered for /500 and /1000 orders. Additional revenue from occasional promotions and sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Just Cartridges Limited is a UK-based online retailer selling shotgun cartridges for clay and game shooting. The company stocks 1 million+ cartridges across 1,500+ product SKUs from major manufacturers (Gamebore, Eley, Hull, RC, Fiocchi, Lyalvale Express, Bioammo, Churchill, Purdey, Victory, Rio, Winchester) and its own private-label brand. Orders are dispatched nationwide with next-day delivery where possible, complemented by a physical retail shop at Station Road, South Leigh, Oxfordshire.

Product overview

Just Cartridges Limited operates an e-commerce platform offering shotgun cartridges delivered nationwide in the UK. The business maintains over 1 million cartridges in stock with 1,500 different products from major manufacturers including Gamebore, Eley, Hull, RC, Fiocchi, Lyalvale Express, Bioammo, Churchill, Purdey, Victory, Rio, and Winchester. The product range is organized into two main categories: Game cartridges (for pigeon, pheasant, partridge, grouse, duck, and goose shooting) and Clay cartridges (for skeet, trap, sporting, and simulated game competitions). Just Cartridges also sells its own private-label brand including CSP Club, CSP Lite, CSP Competition, and Purple Fury cartridges. The company offers non-toxic alternatives including steel shot, bismuth, and biodegradable Bioammo cartridges for lead-free shooting areas. Additional offerings include accessories and periodic sales promotions.

Differentiator

Problem solved

Functional benefit

Products and services

• Game Cartridges Shotgun cartridges designed for game shooting, including pigeon, pheasant, partridge, grouse, and waterfowl hunting. Available in various gauges and shot types.
• Clay Cartridges Shotgun cartridges designed for clay target shooting competitions including skeet, trap, sporting, and simulated game, sourced from major manufacturers.
• Just Cartridges Own Brand Cartridges Private-label shotgun cartridge line including CSP Club, CSP Lite, CSP Competition, Purple Fury, and Xtreme Game varieties, marketed for affordability and value across clay and game shooting.
• Gamebore Cartridges Premium game cartridge brand distributed by Just Cartridges, including Black Gold, Dark Storm, White Gold, Regal Game, Velocity, Supersteel, and bismuth options.
• Eley Cartridges Premium cartridge manufacturer range including VIP, Zenith, Hawk, Tenex, and DTL competition cartridges, sold via Just Cartridges' storefront.
• RC Cartridges RC cartridge range including SIPE, Prestige, HPF3, JK6, T3, and Atomic Line series, marketed for high-velocity performance and tempered lead shot.
• Bioammo Cartridges Biodegradable and compostable cartridges with alloy shot (Bismuth, Aluminium, Tin, Zinc) where both case and wad are environmentally friendly.
• Non-Toxic Cartridges Environmentally compliant cartridges including steel shot, bismuth, and Bioammo options for use in wetlands and lead-free shooting areas.
• Hull Cartridges Hull cartridge range including Pro One, Sovereign, High Pheasant, Comp X, and Steel Game lines, marketed for smooth shooting and reliable performance.
• Lyalvale Express Cartridges Lyalvale Express cartridge range including Super Comp, Supreme, Special Game, Pigeon Power, and Magnum lines, marketed for consistent quality and performance.
• Fiocchi Cartridges Italian-manufactured Fiocchi cartridge range including F3, Official, Olympic, and Magnum lines, marketed for quality competition and game use.
• Shooting Accessories Shooting accessories including cartridge bags, shooting gear, and related equipment for clay and game shooters.

Quantifiable outcome

• 3+ million cartridges available for immediate dispatch
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Clay Target Systems: Smaller UK cartridge and clay-shooting supplies retailer serving the same competitive clay shooter segment as Just Cartridges. More limited SKU breadth and inventory depth, positioning it as a niche/emerging direct competitor.

Others

• Gamebore (E.J. Churchill Group): Major UK shotgun cartridge manufacturer whose products form a core part of Just Cartridges' assortment. Not a retailer, but a key supplier and adjacent ecosystem participant – relevant for vertical-integration and competitive-context analysis.

Direct peers

• Henry Krank & Co: UK online retailer specializing in shotgun cartridges, components, and accessories, with deep SKU breadth across game and clay disciplines. Overlaps directly with Just Cartridges on target customer (UK clay/game shooters) and product range (major cartridge brands, non-toxic options).
• Chokes Worldwide: UK retailer focused on shotgun cartridges, chokes, and reloading components, serving clay and game shooters with a comparable SKU breadth across gauges. Direct competitor in the D2C shotgun cartridge niche.
• Sportsman's Gun Centre: Major UK gun shop and online cartridge retailer carrying the same shotgun ammunition brands (Eley, Gamebore, Lyalvale Express, Hull) for clay and game shooters, with nationwide delivery. Direct head-to-head competitor in the D2C shotgun cartridge category.
• Bisley UK (Bisley Shooting Ground retail): UK shooting venue and retailer selling cartridges and accessories on-site and online. Overlaps with Just Cartridges on cartridge SKU range and on targeting competitive clay shooters in the UK.
• W.W. Greive: Long-standing UK gun shop with online sales of shotgun cartridges, firearms, and shooting accessories. Direct peer in the UK shotgun ammunition retail category with similar breadth of brands and disciplines served.
• The Shooting Party: UK online specialist retailer of cartridges, guns, and shooting accessories serving clay and game shooters. Directly comparable on assortment (cartridges across gauges and shot types), pricing model (slab/bulk discounts), and D2C delivery.
• Carl Russell & Co: Established UK gun shop and cartridge retailer offering shotgun ammunition for clay, game, and pigeon shooting. Competes with Just Cartridges in the same UK D2C shotgun cartridge category, including own-brand and major-manufacturer lines.
• Edgar Brothers: Long-established UK distributor and retailer of shotgun cartridges, ammunition, and shooting accessories, directly competing with Just Cartridges across the same major brands (Gamebore, Eley, Hull, RC) and disciplines. Operates a national trade and consumer supply model analogous to Just Cartridges.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/just-cartridges

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Just Cartridges Limited