The Shifting Landscape of the American Gun Industry: From Firearms to Accessories

The Rise of Accessories: A New Frontier in the Gun Industry

Christmas was just around the corner, and Solomon Lehnerd, the owner of Rooftop Defense, an online gun store, was selling more grenade launchers than ever before. This holiday season marked a milestone for his business, as it was the first time his store offered the components to assemble a 40-millimeter grenade launcher, a highly sought-after enhancement for AR-15-style rifles. For Lehnerd, who goes by "Sol," this was not just a seasonal boom but part of a larger trend in the gun industry. Accessories, rather than firearms themselves, had become the lifeblood of his business. "The accessories are the meat and potatoes of revenue," he explained, noting that guns often come with razor-thin margins.

This shift toward accessories is a growing phenomenon across the industry. Scopes, suppressors, handgrips, and muzzle brakes, once secondary considerations for gun owners, have become the primary drivers of profit. With gun sales slowing down in an election year—when fears of new restrictions typically drive demand—accessories have kept many retailers afloat. Even the AR-15, often called "America’s rifle," has seen a drop in demand, as it has become so ubiquitous that "everyone’s got them." A 2021 survey found that nearly 25 million Americans owned an AR-15-style rifle, saturating the market. Instead, enthusiasts have turned to modifying and customizing their firearms, creating a booming market for high-end accessories and homemade kits.

A Culture of Customization: The Rise of "Restless Rifle Syndrome"

The world of gun modifications has become a passion for many enthusiasts, who constantly tinker with their firearms despite the high costs. This phenomenon, often referred to as "restless rifle syndrome," has driven the demand for expensive accessories that sometimes cost more than the guns themselves. For instance, the production of firearm suppressors, or silencers, has skyrocketed by over 9,000% between 2000 and 2021, according to data from the Bureau of Alcohol, Tobacco, Firearms, and Explosives.

Gun enthusiasts, known as "cloners," are particularly drawn to replicating military rifles, especially those used in recent conflicts like the wars in Iraq and Afghanistan, down to the smallest detail. Grenade launchers and suppressors are often essential for achieving the authentic look and functionality of these period-specific weapons. Retailers like Lehnerd thrive on catering to these enthusiasts, who are willing to spend significant amounts to perfect their firearms. "They’re who keep the businesses alive," Lehnerd said. "This gun industry survives on those guys who are the builders and the enthusiasts."

Building a Business on Passion and Precision

Solomon Lehnerd’s journey into the gun industry was anything but conventional. Born in South Korea to a U.S. Air Force family, Lehnerd grew up on military bases, which sparked his interest in firearms. After dropping out of high school and facing a brief period of homelessness in Los Angeles, Lehnerd eventually found his footing in the gun trade. A physical injury from a job changing gas meters motivated him to open Rooftop Defense with his wife, Abbie, in 2020.

The shop, named after the Korean Americans who defended their Los Angeles neighborhood from rooftops during the Rodney King riots, has become a standout in the next generation of American gun stores. Located in a squat warehouse an hour outside Little Rock, Arkansas, Rooftop Defense is run by Lehnerd and his small team, including his wife and one full-time employee, Sam. The shop’s inventory has grown from just seven items in 2020 to around 700, with customers buying accessories at a feverish pace. To connect with his customers, Lehnerd includes a packet of ramen and a preprinted Post-it note in every order, with the message: "I know this addiction is expensive, so enjoy a free meal on us."

The Elusive "Unobtainium": Rare Accessories and the Drop Culture

In the world of gun enthusiasts, certain accessories have become so elusive and coveted that they’ve earned the nickname "unobtainium." These rare, limited-edition items create a frenzy among collectors, driving sales for retailers lucky enough to stock them. For instance, Andrew Wladyka, a manager at A&M Tactical in Rhode Island, struggled to stock products from Knight’s Armament Company, a Florida-based manufacturer that primarily sells to the Defense Department and government agencies. Knight’s products are considered the pinnacle of AR-15 "unobtainium," making them highly sought after by enthusiasts.

Lehnerd, however, managed to secure a coveted spot as one of Knight’s few civilian retailers after starting a Facebook group for Knight’s rifle owners in 2016. His ability to source these exclusive items has made Rooftop Defense a hotspot for enthusiasts. In January, Lehnerd sold 400 Knight’s Armament battery caps—small aluminum discs that mount onto a rifle sight—in just 90 minutes, crashing his website in the process. "It was literally the epitome of people going crazy over a Barbie item," he said, surprised by the sheer demand.

Lifestyle Over Firearms: The Growing Influence of Apparel and Identity

The gun industry’s shift toward accessories reflects a broader cultural evolution. Gun ownership in America has increasingly become a lifestyle rather than just a hobby or political stance. "Guns generally have been stagnant," said Chase Welch, who works for a public relations firm that partners with major firearms companies, "but it’s not just the accessories market that’s growing—it’s the clothes, patches, and lifestyle items, too."

Jordan Levine, a firefighter and former U.S. Marine, has capitalized on this trend with his company, A Better Way 2A. Unlike Rooftop Defense, which caters to enthusiasts obsessed with modifying their guns, Levine’s business focuses on combining gun rights with civil rights and inclusivity. His top sellers are stickers and patches designed to appeal to women, minority gun owners, and the LGBTQ+ community—groups often alienated by the traditional gun community. Levine’s mission is to create a more welcoming space for these underrepresented groups. "I saw gun rights as something everybody should be able to exercise regardless of who you are," he said.

From "Make Racists Afraid Again" stickers to decals featuring crossed rifles with the tagline "Be Queer Shoot Straight," Levine’s products have resonated with a growing demographic. His Black Friday sale in 2021 was a huge success, demonstrating the power of lifestyle branding in the gun industry. While firearm sales may have cooled, the demand for apparel and accessories that reflect a broader identity continues to grow.

The Future of the Gun Industry: A Blend of Tradition and Innovation

The gun industry’s shift toward accessories, lifestyle branding, and exclusive drops reflects a broader cultural transformation. What was once a market driven by firearm sales has evolved into a vibrant ecosystem of enthusiasts, modifiers, and collectors. For retailers like Lehnerd and Levine, this shift has created new opportunities to connect with customers and build communities around shared passions.

As the industry continues to evolve, it’s likely that the focus on customization, exclusivity, and identity will only grow stronger. Whether it’s the thrill of the chase for "unobtainium" or the pride of showcasing one’s values through bumper stickers, the gun industry is proving that it’s not just about the firearms—it’s about the culture, the community, and the lifestyle that comes with them.