A relative newcomer to the trade, Alistair is making up for lost time with a focused, hands-on approach to business and a product he passionately believes in.
Alistair’s journey into firearms importing began not in a boardroom, but in the field. “I was looking for a new rifle for my own use,” he explains. “I do a bit of stalking in Germany, and when I asked a German friend what to buy if money was no object, he immediately said, ‘Steel Action.’ That piqued my interest.”
What followed was a factory visit, a hands-on introduction to the rifles and a realisation that this was not only a quality product, but an opportunity. Alistair quickly set about securing import licences, becoming a registered firearms dealer and forming a partnership with the Cologne-based rifle manufacturer.
Steel Action rifles are precision-engineered straight-pull bolt-actions available in three model lines: the HM (long action), HS (standard action), and the newly launched HSL (Hunting Short Light). All rifles feature high-strength steel components with a nitrided surface for wear and corrosion resistance, an integrated Picatinny rail, rotating bolt head with three locking lugs, and a distinctive decocking safety system that is fast becoming a talking point in its own right.
“It’s a brilliantly simple and visible system,” says Alistair. “When the rifle is decocked, it’s very obvious to anyone standing nearby. That’s great for guides and for safety on stalks. It also means the firing pin isn’t under tension if the rifle is dropped.”
Other design hallmarks include a slick bolt action, excellent barrel harmonics and accuracy, and a complete lack of plastic or aluminium in critical components. “Everything’s made of steel,” Alistair notes. “The only plastic you’ll find is the follower in the magazine.”
The rifles come with a ten-year warranty and are manufactured to exacting standards using a mix of CNC machining and traditional craftsmanship. The barrels are supplied by Lothar Walther and are proofed at the Cologne proof house.
“When I first test-fired one, the accuracy was outstanding straight out of the box. Five or six shots were all touching at 100 metres.”
Alistair officially introduced the rifles to the UK trade at the British Shooting Show earlier this year, and initial response has been strong. Early adopters include William Evans in London, Weldon Gun Room in Northumberland, Edinburgh Rifles, and several others who appreciate the blend of performance and margin.
“Retailers are getting around 25% margin,” says Alistair. “It’s competitive, and I’m only targeting quality shops who will support the product and provide strong after-sales care. This isn’t about mass distribution. I want around 15 to 20 dealers, maximum.”
With RRPs starting just under £3,000, the rifles are positioned in the premium mid-range of the market. “You’re getting exceptional performance and build quality, but without the price tag typically associated with high-end bespoke models,” says Alistair.
Each rifle is configurable with options like nickel-plated actions and barrels for corrosion resistance, modular stocks with adjustable cheek pieces, and a proprietary moderator that cuts recoil and report by up to 30dB. A two-page sell sheet and visual assets are already available for dealers, and demo rifles are being offered to retailers interested in hosting try-out days.
“I’m happy to visit dealers who want to see the rifles in person or run an in-store event. I see that kind of support as part of my role.”
Alistair’s background is not in gun sales but finance, he spent two decades as a stockbroker before changing direction during the pandemic. Fluent in German and with a technical degree, he brings commercial rigour and clear communication to the partnership with Steel Action.
“I get on well with the team at the factory. They’re small, only about eight staff, but they know what they’re doing. Having a single UK point of contact suits them, and it means I can respond quickly to retailers here.”
At the heart of Alistair’s venture is a belief that the right product, presented in the right way, will find its place in the market. “This is a word-of-mouth rifle. When people pick it up and shoot it, they get it.”
For retailers looking to offer something distinctive, durable, and backed by serious after-sales support, Steel Action may well be worth a closer look.
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