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Kellyco Metal Detectors Recognized as a Top 500 Internet Retail Company (2013)

Top 500 Internet Retail Company (2013)
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With estimates ranging from 50 million to well over 100 million internet retail businesses, Internet Retailer Publication listed Kellyco Detectors as number 439 in their 10th Anniversary Edition of the TOP 500 GUIDE, 2013 Edition. Part of the award copy reads “Kellyco is proof positive that there is a niche for everything in online retail. Billed as the Internet’s Metal Detector Superstore, Kellyco in Winter Springs Fla. has a 30,000 square foot warehouse with a huge inventory of more than 3000 metal detectors for finding Coins, Jewelry, Treasure and Gold, plus books, maps and accessories.

Kellyco is a Golden 100 Award Winner with Orlando Business Journal in 2012
(Orlando Business Journal Article)

Business Journal Ultimate Newcomer Award
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(Pictured on left) Stuart Auerbach accepting an Ultimate Newcomer award for Kellyco Metal Detector Superstore.

Kellyco Metal Detectors is a metal detector retail company. Founded in 1955, it is a leading distributor and the largest retailer of metal detectors in the United States, with over $15 million in revenue annually. The company is located in Orlando, Florida.

The company was founded by Stu Auerbach in 1955. Auerbach had used metal detectors to find mines during World War II and continued using them as a hobby after the war. He began the company by selling metal detectors to friends. The company now employs 60 people and ships over one hundred metal detectors a day.

Kellyco Metal Detectors Achieves 2011 Inc. 500 | 5000 List
Family-Owned Metal Detecting Retailer Officially Adds “Fastest Growing” to Its Achievements

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Winter Springs, FL - August 22, 2011 - Kellyco Metal Detectors, the largest and oldest metal detector and treasure hunting retailer in the world, can now add "fastest growing" to its list of achievements. The family-owned business, based in central Florida, was recently included in Inc. Magazine's list of the best private, employee-based firms in the United States. The list profiles the top 500 and 5,000 privately held, employee-based firms in the United States of America.

"With the current state of the economy, it makes sense for American's to seek hobbies that not only reward them with personal gratification, but sometimes with treasure as well," said Kellyco Metal Detector’s Chief Operating Officer. "Kellyco has worked hard to grow and meet the needs of metal detectorists around the world, and we’re thrilled at being recognized in Inc. Magazine ‘s prestigious 500 | 5000 list."

The 2011 Inc. 500|5000 will be available online at on August 24, 2011, and the magazine's September issue will hit the newsstands around the same time. The publisher also distributes and publicizes the list to media channels all over the U.S. and honorees are invited to the Inc. 500|5000 Conference & Awards Ceremony, so it is quite an achievement to be included.

"There are nearly 7 million private, employee-based firms in America. Only the very best are awarded the distinction of being named to the Inc. 500|5000, the gold standard of entrepreneurial success," according to The magazine has been the premier print publication for entrepreneurs and business owners for more than 30 years, and more recently has become known for its Inc. 500|5000 list and the annual events it hosts

The top U.S. retailer, Kellyco Metal Detectors in Winter Springs, Fla., saw annual sales climb 63% from 2005 to 2010, to $24.8 million. The store projects sales of $26 million this year. Click here for official page.

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(Article Published on The Wall Street Journal)

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In 1985, Ron Shore began selling metal detectors from his Chicago basement. The shop limped along for two decades, and five years ago, with the price of an ounce of gold at about $650, he nearly closed it.

This year, gold has soared to more than $1,600 an ounce, and Mr. Shore, 66, is on track to rake in $1.2 million in sales. "It's been gangbusters," he said, noting that his retail business - which sells detectors priced from $150 to $25,000 - has doubled every year for three years running. In December, he quit his day job with a graphic-arts firm. "I couldn't keep up with it anymore," he said.

With the price of precious metals on the rise and the economy stuck in a weak recovery, the metal-detector business is booming.

"It's the get-rich-quick mentality, or find some extra change to put in the gas tank," said Mike Scott, sales director for First Texas Products of El Paso, which last year sold $15 million worth of its gold-prospecting metal detectors, marking the third consecutive year that sales of the product have tripled.

The top U.S. retailer, Kellyco Metal Detectors in Winter Springs, Fla., saw annual sales climb 63% from 2005 to 2010, to $24.8 million. The store projects sales of $26 million this year. Click Here To Read More.

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NEWPORT - With the support of a new Titan 1000 metal detector, students and advisors at Nokomis Regional High School will be "digging the past" in the coming weeks, and into next year. The new Nokomis Archaeology Club began several years ago when a contractor at the school dug a large pit for teachers to "seed" with a variety of "artifacts," for eventual "discovery" and study.

The Kellyco Metal Detector Superstore was intrigued with a question posed with a grant application. "Do you ever see a fat archaeologist?" That simple question garnered a $200 grant for Nokomis teachers Howard Whitten and Brian Hanish for a hands-on history lesson.

Kellyco donated the Titan 1000 metal detector from its Florida showroom to the new Nokomis Archaeology club in Maine, including headphones and a finder's log. The metal detector company also will put information about the program on its website,, and keep it updated with finds from the high school group.

Digging in the special archaeological pit at the school gets students out of the classroom and applying practical skills including critical thinking, collaborative work ethic and mathematics, graphing and plotting. Both Whitten and Hanish hope beyond the school-based dig, students will be able to get out into the district to assist individuals as well as historical societies, locating old farm foundations and local historical artifacts. They expect the original farmstead on the Nokomis property may be located or at least items from that earlier use. The project can also include mapping and documenting of local properties.

"It gets kids involved, engaged and outside," Whitten said. "Anything we find will go into the local historical collections, and any money finds can go into a pool to expand our equipment."

The Archaeology Club will eventually be one component of a history guild at the school to tap the interests of other students and classes, expanding into historical research, chemistry, social students, and biology, and demonstrate a tie between the disciplines.

Kellyco will keep in touch with the Maine school to encourage the students to discover relics and learn history in an open-air environment. When the time comes to expand the archaeology program, Kellyco looks forward to providing support and assistance for the program's future needs.

Located in Winter Springs, FL., Kellyco, the world's largest and oldest distributor of hobby metal detectors, is housed in a 30,000 sq .ft. warehouse fully-stocked with the latest and greatest metal detecting equipment and technology. At any given time, there are more than 3,000 metal detectors in inventory and available to enthusiasts around the world.

(Press Release)

Winter Springs, FL., April 7, 2008 - "Do you ever see a fat archaeologist?" That is the question that secured a $200.00 grant to teachers Howard Whitten, Alan Richmond and Brian Hanish at Nokomis Regional High School in Newport, Maine. With the help of Kellyco Metal Detectors they will use the grant to start an Archaeology club for students interested in a hands-on history lesson.

Kellyco is donating a Titan 1000 metal detector from their Florida showroom to the new Archaeology club in Maine, including headphones and a finder's log. The metal detector company will also put information about the program on their website,, and continuously update it with finds from the high school group.

The Nokomis Archaeology project began several years ago when a contractor at the school dug a large pit for the teachers to bury objects in a manner consistent with actual archaeological stratification. The pit was filled and later excavated by students as part of a "big dig" that provided lessons in critical thinking, collaborative work ethic and mathematics, graphing and plotting.

Kellyco will keep in touch with Nokomis Regional High School and encourage the students to discover relics and learn history in an open-air environment. When the time comes to expand the Archaeology program, Kellyco looks forward to providing support and assistance for the program's future needs.

(Published June 20, 2008 in The Voice, written by Jenny Andreasson)

The banks of the St. Johns River are littered with treasure - you just need a metal detector and know a bit of history to find it.

"The St. Johns is the key to everything - loose money, iron arrowheads, glass bottles, silver and gold. It used to be U.S. Highway No. 1 for people," said Stu Auerbach, treasure hunter and CEO of Kellyco, the world's largest distributor of metal detectors located right in Winter Springs.

The 30,000-square-foot warehouse is guarded by a row of canons all the way from Port Royal, Jamaica. There's also real treasure buried in the front yard where customers can test out machines.

Auerbach said when steamboats used to go down the river toward Geneva, garbage was thrown right into the water. Plus there were three Seminole wars that peppered Florida with musket balls, breastplates, belt buckles, cannonballs and coins.

"We're blessed because this is probably the best place in the world to own a metal detector," Auerbach said, as a gold coin glistened on a chain around his neck. The almost round coin, from a sunken 1715 Spanish treasure fleet, is worth $75,000.

Anyone can find pieces of history nowadays, he said. Metal detector technology has come so far that the skill of the user doesn't matter anymore; it's all in the machine. Knowing where to go makes the biggest difference.

He said the beaches are like gold mines that are replenished every day as people lose jewelry, and searching them is a good way to recoup an investment in a detector. "Find one diamond ring - and believe me, there are hundreds of thousands of them - and you pay for the machine," he said.

Metal detecting is also a healthy hobby - people with them walk a lot, he said. His company has been supplying hobbyists since 1955, and has also supplied two expeditions to find Amelia Earhart's plane and many professional treasure salvaging trips around the world.

Auerbach started the business almost by accident. In World War II, he was trained to clear minefields with detectors. After that, he started using detectors for fun and people asked him where they could buy one. He said he would sell them one of his, and the rest is history. Now a Google search for "metal detectors" produces a link for Kellyco.

He has the largest selection of metal detectors, including ones from all over the world. His warehouse on Belle Avenue is busting at the seams.

The family-owned business employs about 60 people and they ship anywhere between 150 to 300 machines and accessories a day at this time of year. But between Thanksgiving and the end of the year, they are shipping 600 to 700 a day. He sells machines at a 30 to 50 percent discount because of the volume.

They start at $89.95 and go up to $40,000.

"They're lightweight, easy to turn and easy to use," he said. "They're smart - they can tell you what's underground, how deep it is and what it is." Many can discover the type of coin or if it's a gold or silver ring.

The kind of people who buy metal detectors usually have a little bit of Tom Sawyer in them, he said. "They say, 'Well I don't really want to find a treasure, however I wouldn't object to it if I do.'"

(Article published April 11, 2008 in Smart Money Magazine, written by Anne Kadet)

EVERY SUNDAY AT 7 a.m., Frank Colletti leaves the house with strict instructions to his wife and kids: Don't call unless it's an emergency. Sunday morning is for metal detecting. While his East Meadow, N.Y., neighbors sit in church or read the paper, he roams the town's parks, beaches and school yards looking for treasure, daydreaming and singing Janis Joplin tunes. The mild-mannered CPA knows he looks like a nutcase, and he doesn't care. He's always cherished his own pet eccentricities, like answering the family phone with a cheerful "Colletti's bakery! Which crumb do ya want?" Besides, outsiders don't have a clue what metal detecting is all about.

He may look like a middle-aged man trying to kill time, but he's actually part of a close-knit network of gold prospectors, storm chasers and obsessive amateur historians who fight crime, frequent a national circuit of competitive hunts and wage a never-ending battle against their mortal enemies, professional archeologists. The only part outsiders get right, says Colletti, is their assessment of his mental fitness. His chipper acknowledgment: "We're all insane."

Like most obscure hobbies, metal detecting has always inspired a degree of fanaticism among its adherents; more than a few loyalists ask to be buried with their detectors. But in recent years the pastime has started to reach a wider audience, thanks to the growing number of mainstream stores like Bass Pro Shops, Cabalas and Wal-Mart carrying metal-detecting equipment. There's also the rise in the price of gold to blame (the hobby's popularity correlates with metal prices) and, of course, the growing ranks of baby boomers looking for a retirement hobby.

Newcomers are also attracted to the increasing sophistication and falling prices of the detectors themselves. While high-end models still cost $1,200 or more,$250 now buys a lightweight detector that tells you precisely what's underfoot (dime, nickel, gold nugget) and how deep to dig. No one tracks nationwide detector sales, but Stuart Auerbach, founder of Kellyco, the nation's largest metal-detector store, with $15 million in revenue, estimates a 50 percent increase since 2002. Manufacturers say the diversion's demographics are changing as well, to include more women, young people and professionals.

While many of these newbie detectorists will confine themselves to spotting quarters, those willing to delve deeper discover a game that's as addictive as golf and far more colorful. Many towns host detecting clubs, whose members compare finds and pen newsletters (sample article: "How to Survive a Heart Attack on Your Own"). There are beachcombers who drive to the shore in hurricanes just for the chance to hunt a beach swept clear of the top layer of sand - they tether themselves to their cars when the wind blows hard. Relic hunters who specialize in historic sites attend national gatherings like the annual sellout "Diggin' in Virginia" convention, where hundreds spend the weekend combing a rented field for Civil War artifacts; teams sponsored by detector manufacturers compete to uncover the most eye-popping finds and win cash prizes. Then there are the coin-shooters, folks who attend what amounts to giant, timed Easter-egg hunts for adults, featuring thousands of silver coins tucked into the ground. The reigning champ: Ed Davis, known throughout the land as the Tiger Woods of metal detecting.