The video opens with a montage of older Classic Firearms clips featuring Ben on the range, immediately setting a nostalgic tone. He then announces that major changes are coming to Classic Firearms, framing them as the next step in a long evolution rather than a sudden shift. To show how far the company has come, he pulls out the original late-1980s Classic Firearms catalog. The pages are crude, with SKS rifles photographed on Kodak 35mm film laid out in his gravel driveway, and the few guns pictured essentially represent the entire inventory at that time. The story moves forward to a 1993 paper catalog, where customers had to mail in order forms because there was no email, no online shopping cart, and no website. Ben highlights eye-opening historical prices, like unissued SKS rifles at $74.99 and a Norinco Model B Uzi at $299, underscoring how dramatically the surplus firearms market and pricing have changed since those early days.
The narrative continues through early Classic Arms print catalogs, which relied on simple sketches and basic layouts rather than polished photography. These catalogs still featured mail-in order forms and astonishing surplus deals, including unissued SKS rifles for $74.99 and a Norinco Model B Uzi for $299, reflecting a very different era in firearms retail. At a gun show, an attendee sketched a Roman centurion holding an AK rifle; that drawing became Brutus, the company’s now-iconic mascot, appearing throughout subsequent catalogs and branding. Even as late as 2006, Classic Arms operated without a website, taking orders strictly by phone and fax. Around 2008, they hired a college student to build a very basic website that still lacked a shopping cart. All product descriptions were typed in all caps, unintentionally making every listing look like it was shouting at customers, but it marked the first step toward an online presence.
The story shifts to 2011, when the founder sold Classic Firearms to Rick Jones. The sale is presented as a positive decision that allowed the founder to focus more on family and church projects while giving the company the leadership needed for future growth. Although the agreement initially called for about a year of due diligence and transition, the founder stayed on well beyond that period because of his deep attachment to the business. He continues to assist with buying decisions and overall direction. Under Rick’s ownership, Classic Firearms moved decisively into the modern era, investing in a real e-commerce website and building a dedicated social media and video production team. The contrast between the early, unedited handy-cam videos and the current, more polished content illustrates how seriously the company has taken this modernization while still honoring its roots.
With new ownership in place, Classic Firearms expanded far beyond its original surplus-only identity. In the early days, the company could only compete in the surplus niche, but now it offers virtually all major firearms brands, a wide range of accessories, and ammunition, aiming to provide a comprehensive catalog for shooters. The video emphasizes that, despite changes in ownership, logos, apparel, and marketing, the company’s core philosophy has not shifted. Classic Firearms stresses a customer-first mindset and the golden rule as guiding principles for how it does business. Management is described as intentionally avoiding stagnation, always looking for ways to grow and improve for the benefit of customers. This includes refining the website, enhancing video content, and continually updating product offerings so that long-time and new customers alike see ongoing value in shopping with Classic Firearms.
In the final portion of the video, the management team explains that simply maintaining the status quo is not acceptable; they must actively recommit to the core values that built Classic Firearms, especially strong customer service. They announce a new website designed with improved flow and a more intuitive user experience, making it easier for customers to find products and complete purchases. Alongside the website, Classic Firearms unveils a new logo that will appear on hats, shirts, koozies, gun bags, and other branded merchandise, serving as a visual symbol of this renewed focus. The company has met with warehouse staff, customer service representatives, and the social media team to align everyone around a company-wide mission of putting the customer first. The video closes by expressing sincere gratitude to customers for their continued support and for being part of the next chapter of Classic Firearms.
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