Brownells is the world’s largest supplier of firearms accessories and gunsmithing tools. The family owned and operated business started in 1947 and continues to thrive at its headquarters in Montezuma, IA. The company, known for its promise of selection, service and satisfaction (with a 100% satisfaction guarantee), has grown from a catalog company with a website to an e-commerce company with a catalog.

The Brownells website is the result of continuous strategic planning, implementation and evaluation.

Brownells partnered with Spindustry Digital to provide strategic digital planning, web design and development services. Each iteration of an ever-growing site starts with strategic planning and goal development. The website is designed using responsive technology so that a similar shopping experience is presented to desktop, tablet and mobile customers. Brownells and Spindustry continue to innovate by adding new technology offerings for customers. The Ammo Advisor, an industry first, aids online customers with their ammo selection, helping the novice to the expert fulfill their needs.

Attribute filters allow customers to drill down into the specifics of their search.

The Gun Tech tab offers videos and articles to further educate customers.

In addition to the e-commerce component, integrating education materials into the site was an important goal. Spindustry built a “Learn” section featuring categorized articles and videos. Integration with third party systems, like Adobe Systems, and providing technology support with server management continues to be an important role Spindustry plays in the partnership.

Sinclair International offers a large selection of high quality products for the handloader and precision rifleman. The Police Store has a variety of high quality products for law enforcement professionals.

In addition to the Brownells e-commerce site, Spindustry has also developed websites for Sinclair International and Brownells Police Store – two affiliates of the Brownells organization. Spindustry also helped design and develop the Brownells Crow website, a shooting supply site for dealers only, as well as the Brownells internal CRM system.




Brownells Website
Sinclair International Website


Design, Intranet, Mobile and Apps, Strategy, Web

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