Building a Gun Portfolio: Top Brands and Market Insights for Retailers

It might feel like a challenging time to be a speciality retailer in the hunting and shooting sports market at present, but there are still plenty of reasons for optimism as we enter 2026. It’s true that consumers are being more cautious with their spending, and the general global economic outlook is shrouded in some uncertainty, but as a retailer in a truly specialist field where your customers are very dedicated to the pastime you operate in, there is a solid footing to build towards a successful year to come.

Whether you are a relatively new retailer in the firearms industry or a prestigious name that has been around for many years, thinking about how to build or rebuild your product portfolio at regular intervals is something that can benefit everyone’s businesses. Sellers of hunting equipment, providers of shooting sports gear, or suppliers of kit for general outdoor recreational activities can all benefit from taking a step back and thinking about the portfolios they offer both in-store and online. Is everything up to date according to the latest trends? Are you missing sales by not covering a certain topic that is slightly outside your normal product range? What could you do more, differently, or better?

The answers to these questions will naturally differ depending on each specific retailer, but there are some general ideas to start thinking about that could help you remain competitive in 2026 and beyond.

Why variety is key in any gun portfolio for retailers

Variety is the spice of life, so the saying goes, and that’s something retailers can think about regarding their offerings for next year. Whether the mainstay of your customer base is into big game hunting, clay shooting, airsoft, archery, antique firearm collecting, or bushcraft, most people who enjoy hobbies involving firearms have a general interest in the field that can be tapped into with some product variety in your store. Not only may this help you get more ad-hoc sales, but it also makes you seem like more of a trusted source of product knowledge. It also makes your store a place that customers associate with seeing interesting and exciting new things.

That doesn’t mean you should try to stock every product in every possible category – naturally, that isn’t always a sensible move. But you could certainly consider whether each category you offer has a balanced portfolio of products. If your key audience is rifle shooters, then consider whether you offer enough variety to them. Should you stock rifles for hunting, sport, and tactical uses? Should you only focus on lever action rifles or bolt? Are those customers who use them to stalk game advocates for ethical hunting? Asking yourself questions like this could open up a product category you already stock and allow you to expand it, helping generate more sales and also building more trust with your customers that you are knowledgeable and forward-thinking.
 

Gaining end user loyalty in the shooting and hunting equipment market

By really honing your in-store product portfolio, you can help boost loyalty among your existing customers and also attract new ones. Hunters and shooters are more clued up than they have ever been before, so if your store looks like a complete mishmash of products with no real thought behind how the ranges are curated and displayed, they can probably tell, and they may associate your store with one that’s desperate to make a sale no matter what.

By having carefully chosen product ranges, displayed in a way that can help customers visualise how they might be used in the field (even if the products are not ones they’d normally buy), you build credibility and trust with your customers. For example, you could have some display stands around your hunting rifles showcasing items such as knives for dressing game, lighting for hunting in low light, or cold-weather clothing to protect hunters from harsh conditions. You could also consider investing in educational content that offers more value to visitors – posters and leaflets about responsible hunting, for example.

The loyalty from customers starts to develop when they realise they can buy almost all of the products they need from you to improve their shooting experience, but products that are actually useful, and chosen by people who understand shooting.

How to stand out in a competitive landscape

One of the best methods to stand out in the market is to pay close attention to the latest trends and innovations within it. How do you do that? There are numerous ways, including monitoring brands and their product launches, keeping an eye on prominent social media influencers, talking to your customers face-to-face, or visiting industry gatherings for the global market, such as IWA OutdoorClassics from 26 February to 1 March 2026.

Some interesting current trends that are developing in the industry include rapidly advancing technology in the optics market. We are seeing brands such as Hikmicro introducing riflescopes with thermal imaging, 50Hz frame rates, and intelligent Sync Pro AI algorithms that help enhance clarity. Meanwhile, Pulsar recently launched their ultra-compact Axion XQ19 thermal imaging binoculars that provide some of the company’s most advanced tech (micron thermal imaging sensors and Wi-Fi connectivity) into a handheld package that weighs just 300g. This kind of smart hunting equipment is constantly evolving.

Elsewhere, in ammunition, we are seeing a movement towards more sustainable materials being used and more sustainable manufacturing processes, too. A great example was seen on the show floor at IWA OutdoorClassics in 2025 on the booth of Spanish manufacturer Nurel. It launched a brand called Novizon, which produces shotgun wads that are 100 per cent biodegradable in soil in less than two years, while still providing stable and consistent firing for users.

Another interesting trend at present is the boom in airsoft and paintball – two categories that are opening shooting up to younger and more diverse demographics and providing a stepping stone for retailers to stock more tactical-style products. These sports also have thriving competition scenes in Europe and the United States, which can help to drive growth in the market.

Why a good portfolio isn’t only about firearms manufacturers

As already alluded to, a strong product portfolio should include variety that brings value and encourages your customers to try supplementary items they may not normally consider. This can expand beyond just firearms brands – by stocking accessories or related items to hunting and shooting sports, you can provide a portfolio that mixes global brands with niche manufacturers. Just one example, stocking products from multi-industry global brand names such as Yeti or JetBoil could perfectly dovetail with hunting. Yeti provides coolers, drinkware, clothing and more that fit well with the hunting lifestyle, allowing you to stock a globally recognised brand from outside of hunting alongside more niche products from gun, ammunition, and optics manufacturers. You could even consider stocking products from adjacent sports to shooting, such as archery equipment or fishing tackle.

Tips for creating a range that really stands out

All of the above can help you create a range that really stands out. Another string to that bow is to work on your negotiation skills. By working closely with manufacturers of firearms and shooting accessories, you may be able to agree on product exclusives for your store or early access to certain new products, if you can build a good case for why your store is different. Perhaps this is easier said than done, but the best way to approach something like this is by building strong personal relationships with manufacturers and brands. And one of the best ways to do that is to meet them in person at IWA OutdoorClassics.

This leading show for the gun industry will take place in Nürnberg from 26 February to 1 March 2026, and not only gives you a chance to grow your relationships with new and existing partners, but also allows you some time and space away from the day-to-day running of your store to achieve some blue sky thinking. You may stumble across an entire product range that you’d never considered stocking before, which could be perfect for your store. Or you could single out the top two or three brands for each category in your firearms portfolio for next year. In short, there really is no better use of your time and effort than a few days at IWA – the place to help retailers strategise, stay on top of key industry developments, and build winning product offerings for the future.