Range Right is a distributor with a reputation for delivering dependable airguns and accessories at very competitive prices – Mat Manning catches up with Jake Peters, the Harrogate-based business’s sales director, to find out more.
Matt Manning: Can you give us a brief history of how Range Right came to be and who the key people in the business are?
Jake Peters: Our MD, Gill Peters, who also happens to be my mother, has worked in the gun industry since 1985 having joined the trade completely by chance and never expecting to make a career of it. She formed Range Right along with Keith Taylor and the company’s first day of trading was July 1st 1996. Gill bought Keith out in 2008 and the business has gone from strength to strength with her at the helm.
That said, with nearly 40 years in total in the trade under her belt she’s winding down – well, just a little bit – and leaves the day to day running of the business to me and my colleague, Rob Saville. I look after all things sales related and Rob runs operations and logistics. We have very happy staff and value all members of the team greatly. We’re like one big family really, all pulling together for the common good.
MM: What are the most significant changes you have noticed in the industry over the years?
JP: On the downside, the most significant would have to be the impact of licensing delays, which have negatively impacted our Sabatti sales in particular, though we’re confident that the GTA’s efforts with the police will hopefully speed things up. Knives have only ever been a small part of our business but with legislative changes ahead we felt it best to stop selling knives altogether and focus our energies elsewhere.
One upside is the growth in the airgun market. We have seen demand climb enormously over recent years, particularly since covid, and we have worked extremely hard with our suppliers, Kral, Reximex and Crosman to bring products to the UK market. These are products that represent the best value for money possible, be it a back garden plinker or a regulated PCP.
In particular, it’s nice hearing reports of our products being purchased by newcomers getting into our sport on account of us having something to suit all budgets. It encourages those who’d like to have a go without them having to throw a fortune at it.
MM: More and more shooting businesses are embracing the airgun market. How important is the airgun sector to Range Right and why is that?
JP: The airgun sector is a very important part of the business. I would say it’s the strongest part of Range Right and we have a wealth of knowledge in house which helps with problem solving and developing product and brands in the UK. It’s great to see more retailers building their airgun offering – with licensing taking so long it’s a good time to grow the airgun side of the business.
MM: Tell us about some of the main airgun brands you deal with and their key models?
JP: We have been Kral’s exclusive distributor for 17 years and have developed a great range of springers and PCPs with them. The NP-02 has been a very popular model, its packed full of features with an affordable price tag. Reximex has been a great addition to our portfolio; the Pretensis and Myth rifles along with the Mito PCP pistol have been very well received.
We also distribute Crosman, which is a very important brand for us as they offer a great range of springers such as the Summit which comes complete with a 3-9×40 centre point scope. Their offering of CO2 pistols and rifles are some of the bests in the industry – these include the famous 2240 single shot pistol and the SBR tactical air rifle which is great fun for garden plinking.
MM: You also supply a range of optics that are very relevant to airgun shooters. Can you tell us about some of them?
JP: Konus has a broad range of products that allows a significant presence in different departments within any country pursuit stores. Different product categories have been developed to complement each other and allow the customer multiple functions and purposes.
Now in its 45th year of business, Konus is releasing some of the most unique and exciting optics the industry has seen. The Konus Evo 3-12×50 has always received great feedback for it quality and price point and the F30 Series, which are all first focal plane, are always in high demand.
MM: Range Right also distributes Benjamin and Crosman airgun pellets. Can you tell us more about them and what makes them stand out from the rest?
JP: Crosman Premier pellets are made using the highest-grade precision tooling to ensure each pellet is virtually indistinguishable from the next. The lead used for the Benjamin single die match grade pellets is manufactured to a special specification for both chemical properties and hardness, which is what makes these pellets really stand out from the rest.
MM: What attributes do you look for when choosing new products to add to the Range Right lineup?
JP: Quality and reliability are a big part of choosing a new product, and of course it has to look good. We always get samples first which allows us to put all products through extreme testing before we make a decision to stock them. We also look at the company we are possibly going to build a relationship with and see if they hold the same business ethics as us.
MM: What are your top priorities when it comes to delivering a positive experience to your customers?
JP: Customer service is very important to us and we pride ourselves on offering the best aftersales service. We want all our customers to feel part of the Range Right family when they are dealing with us. We also have very high stock levels, so product is always available for customers to buy, and a backup of spare parts is always held so any issues that occur can be dealt with efficiently and quickly.
MM: What have been the biggest challenges to your business in the past few years and what changes have you made to overcome them?
JP: I feel the biggest challenge is trying to remain competitive when the day-to-day cost of running the business seems to rise exponentially. We buy as cost effectively as possible to keep costs down, but many thigs are out of our control: freight charges, courier services, insurance and staff cost to mention but a few. We take some comfort in knowing all businesses are facing the same issues, but that doesn’t make it any easier.
MM: Can you give us any hints about new airgun-related products we may see coming through Range Right and any future ambitions you have for the business?
JP: We have been working on a new version of the Reximex Lyra which is due for imminent release. The Lyra has been great PCP for many but we have taken comments from retailers and owners of the original model and have created a carbine version at a very affordable price.
You can read the full October 2024 issue below:
