Just looked at their gun prices and all I can say is WOW! On a Bersa BP 9CC they want $50 more for it than the cost at Zanders. Who would buy from them?

I had a customer order 2 kimbers from them. He got a great price. Some stuff is high.

They are most likely set up for retail sales

There goal is retail, not wholesale.  That's why they own Crow Shooting Supply and Gamaliel Shooting Supply.

Well great another distributor selling a little to nothing over cost. Guess FFL's will just raise transfer fees to make up for lost revenue.

Brownells IS moving to a more “retail” structure. The folks I know that are connected to Brownells have been very open about the change.

Their gun parts are discounted very little now as well. I have all but stopped ordering anything from them.

more like an All for Them ,BEND OVER structure..

Crazy like a fox, moving to cut out all the FFL middlemen. 

Who are they going yo "cut out"?
ATF regs still require shipping to an FFL.

They used to not offer firearms, other than a few stripped receivers. They had the built-in "secret price" in the catalogs, so FFLs could upcharge their walk-in customers. As was stated above, that FFL discount hardly exists anymore. They market straight to the consumer, as an online retailer. Now they're doing it with firearms and ammo. Sure, you still get a transfer fee, but it's a whole different business model than Brownells used in the past. They're working to capture more of the market share.

Their firearm prices will probably decrease a little as their volume increases.

Brownells return policy costs money.  Someone has to pay for it.  The consumer!


Why do you think they bought several businesses in the last few years.

They bought Crow Shooting Supply and now opened two new warehouses in NV and NC.  
Crow stocks some Sinclair stuff at a discount.

They bought Gamaliel Shooting Supply, but it remains a stand-alone business.
They bought Champion Shooting Supply (LaCrosse, WI) gobbled up under Crow.

Very few online retailers take trades.  And, most savvy gun dealers know the money is in used guns, more so than new guns.  Best to take the transfer fee and bank it online dealer purchases.
Sure inventory costs money, but a lot of gun owners like to trade.