PARD UK OPENS TO STRENGTHEN DEALER SUPPORT AND PRODUCT ACCESS

Thermal and night vision specialist PARD has established a dedicated UK subsidiary to better serve the British market and ensure retailers have direct access to its full product range and support services. Gun Trade Insider (GTI) caught up with Mark Swift, who is heading up the operation, to find out more.

PARD UK Limited was launched to bring the brand closer to its customers in what is a key and rapidly evolving market. The move allows the company to manage stock locally, ensure visibility of its full range, and provide aftersales servicing and repair support from within the UK.

Speaking to GTI, Mark explained: “The UK market has its own buying patterns, and with new products coming out regularly, it made sense for PARD to have boots on the ground. Having a local subsidiary means we can respond faster, support retailers more directly, and ensure that the full range of products is available and properly promoted.”

The decision to launch a UK arm came after careful consideration of how best to support dealers and showcase PARD’s latest innovations. The brand has seen particular interest in its newest releases, including the compact Night Stalker Mini digital scope and the Pantera 256Q thermal version. Both models were previewed at this year’s British Shooting Show and have already received strong early orders.

“We’ve had great feedback on the new models,” said Mark. “The Night Stalker Mini and Pantera 256Q are already going out in volume, and I believe they’ll take the market by storm – not just because of the spec, but because of the price. They bring high-end features to an accessible price point, and that’s exactly what retailers are asking for right now.”

Alongside product demand, the company is also investing in people. PARD UK is currently in the process of recruiting a new sales representative for the south of England to help expand dealer relationships and offer tailored support across the region.

“We’re not looking to flood the country with reps,” said Mark. “We’re after a strategic person who understands how to communicate value, support the trade and help educate end users.”

THERMAL TRENDS AND SHIFTING EXPECTATIONS

Mark also offered insight into wider trends within the night vision and thermal optics category. He noted a marked increase in demand for thermal scopes and monoculars, particularly as price points become more accessible.

“We’re seeing more customers looking at thermal now – not just the high-end users,” he said. “Some of the new dual-use models that combine thermal and digital in one unit are starting at just under £1,000 RRP, and that’s opening the door for a much broader customer base.”

At the recent IWA show, Mark said the scale of interest in thermal and digital optics– and the number of brands entering the space – was clear to see. “There were a lot of new names on the floor, particularly from Asia. Even some of the established manufacturers were remarking on the volume of entrants. The market is getting more competitive, which is good news for the end user, but it also means retailers need trusted brands and good backup.”

A MESSAGE TO UK DEALERS

Mark’s message to UK retailers is simple:

PARD UK is here to help dealers make more from the growing digital optics market by offering reliable products, local support and pricing that reflects the realities of the current market.

“We know the market is tight,” he said. “But we believe PARD offers dealers a highquality, high-margin product at a realistic price. With PARD UK now in place, we’re better positioned than ever to help retailers grow their optics business.”

Retailers can continue placing orders as usual, but now do so directly with the UK subsidiary - helping to reduce lead times and improve continuity of supply.

“We’re here for the long term,” added Mark. “And we want to work closely with UK dealers to help them build trust with customers and deliver products that perform.”