With immediate effect, global brand Diana Airguns has switched allegiances and appointed Essex-based distributor Sportsmarketing as its sole exclusive agent for all UK-based sales. This marks the beginning of an exciting new chapter for Diana in the UK market, bringing their premium German engineering to retailers with the expertise and support of one of the most established distributors in the industry.
The relationship between Diana Airguns and Sportsmarketing stretches back decades, predating the birth of many modern wholesalers. In fact, the very first importation of Diana Airguns to the United Kingdom was managed by Millard Brothers (now Milbro), cementing the brand’s long-standing presence in the UK. Following World War II, Milbro played a pivotal role in helping rebuild Diana as a premium brand. During a time when arms manufacturing in Germany was banned, Milbro supported Diana by exporting products to meet the overwhelming demand that exceeded production capacity at the German headquarters.
Now, with Sportsmarketing at the helm, Diana Airguns is poised to recapture its position as a key player in the UK airgun market. “Both Sportsmarketing and Diana are innovators and market leaders in their respective countries,” said Lee Harkness, sales manager of Sportsmarketing. “For example, Diana introduced the first recoil-less side lever, and SMK® pioneered the first multishot underlever. It was inevitable that our teams would work together again. The thought of combining the knowledge and ideas of both product development teams from each company is exciting for the trade and consumer alike.”
For retailers, this partnership is more than just a change in distribution—it represents an opportunity to tap into the best of German craftsmanship with the added benefits of Sportsmarketing’s renowned stock availability and dealer support. As Michael Swoboda, managing director of Diana Airguns, explained, “It is with great pleasure that we can reveal the new home of Diana Airguns in the United Kingdom. It comes with no surprise that, when looking for a partner to represent this prestigious brand, Sportsmarketing would be our first choice. It is evident with their stock holdings and buying power that we are able to push Diana® back to becoming one of the top sellers in the market.”
Retailers can already reap the rewards of this partnership. The first consignment of Diana Airguns has landed in the UK, and eagle-eyed shopkeepers may have already spotted them on display. This rapid turnaround highlights Sportsmarketing’s commitment to keeping retailers well-stocked with high-quality products, ensuring no delays in getting them into customers’ hands.
For shop owners, the affordability of these premium German-engineered airguns is particularly noteworthy. “As with all SMK-distributed products, the bulk of the profit should be in our loyal customers’ tills,” added Lee Harkness. “We are noticing a growing trend within the industry where shop owners are getting the rough end of the deal. Utilising our great relationship and buying power, we think that German-engineered and German-made break barrels retailing for under £250 will be an instant profit maker for our stockists.”
This is a significant message for retailers. In an increasingly competitive market, where margins can be squeezed by high costs and unpredictable stock availability, Diana Airguns and Sportsmarketing are offering a reliable and lucrative option. German-made quality, combined with affordability, provides a compelling proposition for both seasoned airgun retailers and those looking to expand their product range.
Additionally, the combined expertise of Diana and Sportsmarketing’s product development teams promises to bring innovative airgun designs to market. This collaboration signals a future where UK retailers can offer their customers cutting-edge products backed by proven performance. Retailers who stock Diana products will benefit from a brand that is synonymous with precision, innovation, and durability—qualities that resonate with discerning consumers.
For shopkeepers, the benefits of this partnership go beyond the products themselves. Sportsmarketing’s reputation for dealer support and efficient logistics ensures that stocking Diana® Airguns will be a smooth and hassle-free process. Retailers can count on Sportsmarketing’s robust infrastructure to deliver consistent supply, avoiding the frustrations of empty shelves and missed sales opportunities.
The timing of this announcement could not be better. With more consumers prioritising quality and value, the combination of Diana Airguns’ German engineering and Sportsmarketing’s competitive pricing gives retailers a strong story to tell their customers. By offering premium airguns at accessible price points, dealers can differentiate themselves from competitors and attract a wider audience.
This partnership also aligns with a growing demand for European-made products, particularly in the airgun sector, where consumers are often willing to invest in superior craftsmanship. By bringing Diana Airguns firmly under the Sportsmarketing umbrella, UK retailers can be confident in offering a trusted brand with a proven heritage.
As the airgun market continues to evolve, this renewed relationship between Diana and Sportsmarketing represents a forward-thinking approach to meeting the needs of both dealers and consumers. For UK retailers, now is the time to seize the opportunity to stock these innovative, high-quality products and benefit from the competitive edge they offer.
With Sportsmarketing’s expertise and Diana’s iconic reputation, this partnership is set to reinvigorate the UK airgun market, delivering exciting possibilities for retailers and a renewed focus on profitability and customer satisfaction.
UK distributor
+441206795333
www.sportsmk.co.uk
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