FFL dealers can import MSR Distribution's product catalog and automate ordering directly from their Celerant Point of Sale system
Iselin, N.J. – Celerant Technology, a preferred retail software provider for the National Shooting Sports Foundation (NSSF), announced a new integration with MSR Distribution, a specialist wholesale distributor based in Las Vegas, NV, known for hard-to-find firearms and accessories. The integration allows FFL dealers to import MSR's product catalog directly into their POS system and automate purchase orders. This software integration streamlines inventory management and expands their product selection without adding additional manual work.
“Access to exclusive and hard-to-find inventory is a key differentiator for today’s FFL dealers," said Christopher Thomas, Business Manager of MSR Distribution. "By integrating with Celerant, we’re making it easier for dealers to offer MSR’s unique catalog, including the full line of Arsenal products, while improving efficiency through automation.”
Expand Product Selection with Access to MSR Distribution's Unique Catalog
MSR Distribution continues to build a reputation in the firearms industry for carrying merchandise ranging from modern sporting rifles and AK-platform firearms to NFA items, optics, suppressors, and state-compliant models across multiple jurisdictions. For independent FFL dealers, gaining access to that depth of inventory requires manual effort to keep product data accurate and orders up to date. Dealers can pull MSR's product catalog directly into their retail software. Product data automatically populates eliminating the need for dealers to manually enter or update item information. Dealers can then display those products in-store, on kiosk stations, or their website, giving customers access to a broader, more unique inventory.
"For small to mid-sized FFL dealers, competing with larger retailers often comes down to product selection and efficiency," said Michele Salerno, CGO of Celerant Technology. "Our integration with MSR Distribution gives dealers access to a really differentiated catalog; those unique, hard-to-find inventory that keeps customers coming back. And because it's all managed through their Celerant system, they get the operational benefit of automated ordering and real-time inventory accuracy without adding headcount or complexity. That's a real advantage for an independent dealer running a tight operation."
Automate Replenishment and Reduce Manual Ordering
Beyond catalog access, the integration enables automated purchase orders based on min/max inventory thresholds set directly within the POS system. When the stock of a particular item drops to a predetermined level, the system can automatically trigger a purchase order to MSR Distribution. This level of automation is especially valuable for dealers managing a broad product mix across firearms, accessories, optics, and magazines. Rather than tracking each category manually, dealers can set reorder rules once and let the system handle routine replenishment.
Learn More
Discover how the MSR Distribution and Celerant integration helps dealers grow their sales or to get started an account by visiting: www.celerant.com/msr-distribution/.
About MSR Distribution: MSR Distribution is a leading wholesale distributor specializing in hard‑to‑find and high‑demand merchandise for licensed dealers nationwide. MSR provides competitive margins, a wide selection of top industry brands, and a knowledgeable team dedicated to supporting retailers with product guidance, merchandising insight, and dependable service. MSR is a trusted name in dealer networks across all 50 states and remains committed to fostering long‑term, mutually beneficial relationships.
About Celerant Technology: Celerant has supported the archery and outdoor sports industries since 1999 with innovative retail software, enabling dealers to expand their business in-store and online. As a preferred software provider for the ATA, NSSF, NRA and NASGW, Celerant provides point of sale, eCommerce, distributor integrations, A&D/e4473, range and membership management, marketplace integrations, and more. For more information, visit www.celerant.com/firearms.