Eastern Sporting has brought leading Australian brand Spika to the UK, starting with a full range of gun safes. Tom Walker, manager of Eastern Sporting Trade, is representing Spika as the brand’s UK distributor and believes its modern branding, strong dealer margins and proven quality will resonate with the British trade.
When Tom first encountered Spika, what stood out immediately was the presentation. With a distinctive bright orange identity, fresh marketing and a youthful social media presence, Spika had already built a strong following in Australia. The brand’s emphasis on enjoying the outdoors, mateship and accessible product information gave it a “cool, modern energy” that set it apart from traditional safe makers.
Conversations between Eastern Sporting and the Spika team quickly revealed similarities in outlook. Both are family-run operations with a shared passion for the outdoors. This cultural fit, combined with Spika’s product quality, convinced Tom that the timing was right for a UK launch.
Brand ethos
For those unfamiliar with Spika, it is a brand created by shooters for shooters. In Australia, it is well established not only for its safes but also for outdoor clothing, footwear and accessories. The business places a strong focus on practicality and durability, but delivers it in a way that feels contemporary and relevant to today’s market.
Core values such as safety, reliability and performance are central to the brand. At the same time, Spika recognises that presentation matters to modern consumers, who want kit that looks and feels as good as it functions. Tom believes this combination of utility and modern branding gives Spika an edge in the crowded safe market.
Early feedback
The initial response from UK retailers has been positive. Quality has been a recurring theme in feedback from dealers, who have been impressed by the build of the products. Margins have also been well received, with Eastern Sporting keen to stress that retailer profitability is central to its approach.
At launch, the company secured 11 retail partners across the country, with more expected to follow. Importantly, Eastern Sporting has invested in holding stock in the UK, ensuring supply can be delivered quickly rather than relying on long lead times. Consumers, too, are responding favourably to the look and feel of the safes, with growing interest reported at the counter.
Product differentiation
Spika’s positioning is aimed at the middle of the market, offering competitive pricing to end users while delivering quality a step above rivals in the same bracket. Distinctive branding and premium finishes help the products stand out in-store.
The company also benefits from a reputation built in Australia, where stories of safes surviving barn fires and attempted break-ins have spread widely online. This has contributed to a loyal following and supports the perception of the brand as both durable and trustworthy.
In terms of specification, Spika provides variety and choice. Both Key Safe and Premium Safe ranges are available, with multiple sizes and configurations to suit different customer needs. Features include fully carpeted interiors, offering protection and a higher-end feel, and in some models door-mounted storage options for magazines and accessories.
Retail partnerships
Eastern Sporting has focused on working with trusted partners for the initial rollout. Most of the first wave of retailers are established gun shops, but the business is also open to expanding into country and outdoor stores in due course, especially as the wider Spika range is introduced. The aim is to build a network that reflects the brand’s values of quality, service and enthusiasm for the sport.
Geographical spread is also a consideration. While no clear regional trends have emerged yet, Eastern Sporting wants customers across the UK to have access to Spika without excessive travel.
Future rollout
Looking beyond safes, Tom plans to introduce more of the Spika portfolio to the UK. Boots are expected to be one of the first additional categories, with initial testing producing encouraging results. Clothing is also on the agenda, offering what Eastern Sporting describes as excellent quality at accessible price points.
A distinctive element of Spika’s clothing range is its dedicated children’s line, which supports the brand’s ethos of encouraging families to get outdoors together. Retailer feedback will guide which categories are prioritised as the rollout gathers pace.
Marketing and support
Digital content and strong marketing support are central to Spika’s strategy. Eastern Sporting is working closely with Spika’s Australian team to use and adapt high-quality photography and video materials for the UK market. The business is also developing media resources for its retail partners, including brochures, leaflets and branded merchandise.
The emphasis is on making retailers feel part of the Spika family and providing them with the tools to grow the brand locally.
Stock and availability
Availability is a consistent frustration in the safe market, and Eastern Sporting has made stockholding a priority from the outset. With significant inventory already in the UK, the company is confident it can meet retailer demand quickly.
Plans are also in place to support brand visibility through events, shows and media partnerships that align with Spika’s values. By building recognition alongside reliable supply, Eastern Sporting aims to create momentum for Spika in the UK.
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E: trade@easternsporting.com
