Launched as a new kind of gun retailer in 2012, the Range USA chain was built to look and feel different from the smaller, unwelcoming shops and gun ranges often associated with the industry. Its founder and president, Tom Willingham, wanted to make the experience of buying and shooting firearms more mainstream. So he modeled his company on big box chains, striving for bright, comfortable outlets that would be inviting to women, novices and others put off by some older gun stores.