On the other hand, Grey Groups’ pro store grew out of the operation’s commitment to outfit warriors enrolled in its training programs.
Both companies have been aiming for the same target from opposite sides of the range. Rather than shoot each other, they’ve combined their resources under the leadership of Jeff Smith, the owner of Mission Ready and BRMS.
The buyout deal that closed Feb. 14 began on a Georgia shooting range a few years back.
The principles from both companies met and became friends at the annual AAC Silencer Shoot in 2009. Smith, drawing on 20-plus years of industry experience, became an unofficial consultant offering friendly advice on business decisions.
“Those guys had the brand down pat,” says Smith, speaking of Grey Group’s President Josh Burmeister and Chief Operations Officer Eric Page. “I couldn’t help them craft and develop their brand, but I could help on the backside.” Aside from accounting and reporting, Smith says Grey Group needed a little help managing its growth.
“I could see they were great at pioneering brands into their market,” says Smith, “but they needed to build business relationships in a way that would scale up as business grew.” This was when Smith realized the shop’s potential and made it clear to Burmeister that he was willing to invest in Grey Group’s future.
“Josh was always, always concerned about the keeping the company moving forward,” says Smith. “The deal was only possible after Josh was sure the company’s future was secure.”
As a result of the acquisition, Smith says Mission Ready will move more to the contracting side of the business and let Grey Group become their retail operation, “It doesn’t make much sense to duplicate the the retail gig when GGT has done such a great job.”
While there will be changes along the way, it’s important to note that Mission Ready Equipment recognizes the strength of Grey Group Training’s brand and sales model and is committed to the company’s continued growth. Burmeister resigned and Page was named vice president of Grey Group and will take over running the operation in Fayetteville, NC.
“Eric will manage the operation as Grey Group aligns with Mission Ready Equipment’s growth objectives,” says Smith. “Eric has been a part of Grey Group from the beginning and is a key figure in it’s future”.
From the outset, Page explained how things will and won’t change. For instance, he’s excited about the improved access to outdoor brands afforded by the purchasing power of their new owner.
“As a small operation, it was challenging to get products from big companies,” says Page. “We will now have access to brands that were traditionally difficult to buy into as a small player, such as Patagonia, Icebreaker, North Face, Snow-Peak, Ex-Officio, Prana and Osprey.”
They will also be able to lean on BRMS’s 41 years of merchandising experience to help them choose the best products for their customers.
The expanded access to merchandise will also speed up Grey Group’s expansion of offerings for the growing number women warriors; especially those in low-profile roles such as OGA team members. “In the past we’ve done a crappy job of supporting them because it’s tough for a small shop to stock female specific gear,” says Page, “but it has become a major focus for us now.”
As far as Grey Groups past flirtation with firearms sales, Page says it doesn’t fit in their business model. “It’s a lot of noise,” says Page. “Just keeping up with all the paperwork that’s required for an FFL would prevent us from concentrating on our core mission of outfitting our nation’s warriors. These guys already have the guns they need; our job is to make sure they have the best of everything else.”
The team’s mission and identity will not change as they seek to grow their retail operation. Grey Group is exploring placing new stores in areas with a strong concentration of special operations forces personnel. “They have traditionally been our best customers and we know we’d both benefit from closer proximity,” says Page.
“Growing from one location to two locations is not twice as hard; it is ten times as hard,” says Smith, “We are excited to be able to bring our experience in growing other retail brands to Grey Group.”
In addition to retail, the acquisition adds Grey Group Training’s experience in firearms, combatives and combat medicine education to Mission Ready Equipment’s portfolio of offerings. Look for news of Grey Groups’s plans for expanding its training program later this summer.
“The Grey Group staff can’t express how excited we are about becoming part of the Mission Ready family,” says Page. “With their help in logistics and support Grey Group can get to what we do best, giving the best service and products to our Brothers and Sisters in harms way.”
