GSM Outdoors Buys Birchwood Casey

posted on April 30, 2019

Birchwood-Casey—the 70-year-old legend in professional-grade gun care and refinishing products as well as Shoot•N•C  targets—has been acquired by GSM Outdoors (Good Sportsman Marketing).

“Few brands in the hunting and shooting industry enjoy such long-lived success and respected reputation as does Birchwood-Casey,” said Eddie Castro, CEO of GSM Outdoors. “Shooting enthusiasts of all ages instantly associate the familiar red, white and blue labels they see on gun store shelves with quality products they can trust to use on their firearms—just like their fathers, grandfathers and great-grandfathers did. That deserved recognition and reputation aligns perfectly with our existing brand line-up, making Birchwood-Casey a most welcome addition to the GSM family of brands.”

For more than 18 years, GSM Outdoors has been part of the outdoor industry and today many of its companies are familiar name to enthusiasts, including: Walker (hearing protection), CrossFire Holsters, Cyclops, Viking Solutions, Muddy, Boss•Buck, American•Hunter, StealthCam, New Archery Products, Wester Rivers, Hawk, Big Game, HME and SME. Birchwood-Casey fills an important niche in the company’s premium portfolio of hunting and shooting sport brands, according to the acquisition press release.

In addition to its leading gun-care products, Birchwood-Casey is also the manufacturer of a variety of firearm targets for training, recreation and competition. Its offerings range from traditional paper bullseye and silhouette targets, to reactive steel, photo-realistic wild game and the popular Shoot•N•C high-visibility targets.

GSM Outdoors was established in 1999 in Grand Prairie, TX, where it is still headquartered. In 2018 Sentinel Capital Partners acquired it from Huron Capital, which first invested in the company in 2016. Sentinel Capital Partners is one of the nation’s largest private equity firms that specializes in the lower midmarket, with current portfolio companies that include Holley (of carburetor fame), Fridays and many others.


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