After 16 years as the UK distributor for Browning and its associated products, International Sports Brands (ISB) is taking a new strategic direction, focusing on airguns. David Stapley, ISB’s managing director, discussed the company’s future plans and vision in an exclusive discussion with Gun Trade Insider.
David shared details about ISB’s new direction following the end of its long-standing partnership with Browning. “I am sure it is common knowledge now that after 16 amazing years of representing Browning and its stable of brands, ISB has moved in a different direction in 2024.
“We have already identified strong growth areas within the trade and with this front of mind we have developed a strong partnership with a premium US-based air gun manufacturer,” continued David.
“Rapid Air Worx (RAW) may not be a familiar name to most consumers in the UK but this brand is well known Stateside, and by airgun aficionados over here for being top of the tree for accuracy and reliability, with numerous world records to boot.”
RAW owns and manufactures its products using the designs and IP from the iconic Theoben brand. Theoben is still regarded as the father of all PCP airguns and the Rapid 7 was a go-to product of the 1990s with huge affections still remaining.
“ISB will be distributing the RAW products range in the UK from June and with a plan to re-introduce the iconic Theoben brand back to its rightful home with the new Rapid model this summer,” says David.
Stapley highlighted the significant changes within the traditional firearms industry over the past five years, particularly the increasing popularity of airguns. “It has been quite visible that the traditional firearms industry has changed over the past five years. There has been an explosion of night vision and IR optics available at the expense of conventional products. We also see a huge success in sales of airguns as this is an area (sub-12 ft lbs) with no licensing requirements and boosted massively due to lockdown measures during the Covid period,” he said.
Stapley outlined several external challenges facing the industry, including raw materials costs, licensing delays and other regulatory pressures. However, he remains optimistic about the future: “I don’t however think this is terminal for the industry and we have a few challenging years ahead, but we will come out the other side leaner and more efficient,” he affirmed. ISB aims to focus on the less regulated airgun sector and will be launching the Theoben brand with innovative business models. Stapley discussed ISB’s plans to enhance customer experience through a franchise dealer network, he said.
“Our distribution of the new RAW and Theoben airguns will be done under a Franchise dealer network which is not the usual approach in the gun trade. We aim to have a limited distribution but all of the dealers will sign up to a legally binding agreement to have a minimum products selection available from stock and obviously be bound by a universal retail price agreement. This gives the dealer comfort in his regional exclusivity and stability of market pricing. Our focus will be the quality of representation rather than chasing volumes.”
Looking to the future, Stapley sees significant opportunities in the airgun market: “I believe the airgun market is currently 10 times that (by volume) of the shotgun market so if we get things right with our two new brands, we have a big job on our hands.”
ISB is embracing this new chapter with a clear focus on quality, customer satisfaction, and strategic growth in the evolving shooting market landscape.