FAMILY VALUES AT THE HEART OF RANGE RIGHT’S GROWTH

With nearly three decades of experience, Range Right has become a cornerstone of the British gun trade. Led by managing director Gill Peters and her son Jake, the family-run business thrives on hard work, strong client relationships, and a dedication to delivering top brands and exceptional service.

Range Right is a leading distributor of shotguns, rifles, airguns and optics, alongside an extensive variety of shooting accessories.

The Harrogate-based business was established almost three decades ago and has grown to become a pillar of the British gun trade. Despite being at the top of their game, the Range Right team refuse to rest on their laurels and are always hungry for new brands to complement their existing portfolio.

Managing director Gill Peters has a wealth of experience in the shooting industry, having started out with Webley & Scott almost 40 years ago. She formed Range Right with Keith Taylor in 1996 and went on to buy him out in 2008. The business has gone from strength to strength with Gill at the helm and has enjoyed exponential growth over the past five years – particularly on the airgun front. This growth is largely down to an unstinting commitment to “putting strong brands in the right places”.

Family values lie at the heart of the Range Right ethos and much of the day to day running of the business is overseen by Gill’s son, sales director Jake Peters. The other key Range Right player is logistics director Rob Saville. Both have worked in the gun trade since their teens and, despite being relatively young, are already recognised as industry stalwarts.

Another core value at Range Right is hard work, and the whole team strives to deliver the best possible service for the business’s varied client base. Gill and Jake go to great lengths to build and maintain lasting relationships with their clients. That commitment is shared by the whole workforce, from office staff to the five full-time resident gunsmiths whose responsibilities include the testing of all PCP air rifles before despatch. The Range Right team comprises several devoted shooters with expertise encompassing deer stalking, shotguns, airgun shooting and airsoft.

“Range Right is like a big family, all working together for the greater good. We want all our customers and suppliers to feel part of the Range Right family when they are dealing with us,” Jake explained.

The business prides itself on maintaining high stock levels, so product is always available for customers to buy. Range Right also invests significant time and effort into marketing, especially for exclusive brands. This includes print and internet campaigns alongside point-of-sale branding and booklets. Range Right knows the importance of modern marketing and ensures that its products are used and endorsed by the best-known names across the social media platforms. This commitment to marketing is a prime factor in providing Range Right’s clients with the biggest possible market share.

Having faith in the brands they put their name to means a great deal to Gill and Jake. Range Right is exclusive UK distributor for Kral, Reximex, Crosman, Konus, Megaline, Sabatti and Beartooth. The business takes equal pride in its close association with the many other successful global brands that sit within its portfolio. Gill has also hinted at a “very exciting” new exclusive partnership to be announced imminently.

“One of our top priorities is keeping shooting affordable for the people who love it, while maintaining a healthy and sustainable margin for the businesses we work with,” Gill added.

“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 like to work with companies that have the same business ethics as us.

“It is heartening to see all our exclusives doing well, and the rise of Kral and Reximex in particular has been a real success story over the past 12 months. Apart from being synonymous with value and affordability, these two names are now recognised as must-have airgun brands delivering all-important accuracy and dependability.”

In line with much of the gun trade, Range Right has seen airguns playing an increasingly significant role in their business over recent years.

Jake said: “We have seen demand for airguns climb enormously, particularly since covid, and we have worked extremely hard with our suppliers to bring products to the UK market.

“We have a wealth of airgun knowledge in the team, which helps with developing products 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.”

Looking to the future, Gill says Range Right’s main priority is to maintain the success it is currently enjoying and to keep doing what it does best. that is looking after its clients and working hard for the brands it represents.

“We are a hard-working team, and nothing makes that hard work more fulfilling than knowing we are doing a great job for our clients. We are truly grateful for the privilege of working with them and look forward to continuing to deliver the best service for our established clients and for some new ones too,” she concluded.