When Umarex GmbH & Co. KG announced that it had appointed the SGC Group as its new UK distribution partner, the news drew immediate attention across the trade. Finalised at this year’s IWA OutdoorClassics in Nuremberg, the agreement marked a significant turning point for one of the sector’s best-known airgun brands.
Now, with the transition effective from 1 July 2025, SGC has wasted no time putting its plans into action. Early indications suggest a positive response from the market.
“The initial response has been overwhelmingly positive,” said Gary Lamburn, director of the SGC Group. “Dealers are pleased to see the SGC Group once again invest in such a well-established and trusted name. The SGC Group is renowned for outstanding service and consistently high stock availability, giving our partners total confidence that they’re backed by one of the best in the business. With this move, they know that top-tier after-sales support is not just promised, it’s guaranteed.”
SGC sees the addition of Umarex as a strategic step that builds on its existing success with Hammerli Arms.
The immediate focus is on building a strong foundation to ensure availability, service, and market presence.
“As with every brand under the SGC banner, our top priority is building a strong stock position to ensure lead times are as short as possible,” explained Gary. “We are now fully stocked and we’ll be putting Umarex products into the hands of journalists and key industry influencers to increase brand visibility and generate significant momentum. You’ll also see Umarex front and centre at major outdoor and promotional events we attend. Our goal is simple, to get the product into as many hands as possible and let its performance speak for itself.”
Support for dealers is central to the strategy. SGC is reinforcing its commitment to the trade through live stock feeds, up-to-date pricing tools, dedicated representatives, and a responsive servicing team.
“At SGC, we don’t just distribute brands, we look to power them,” said Gary. “With consistent pricing, strong dealer margins, and a reliable inventory, retailers can count on us to deliver at every step. To support the brand in-store, gun shops will have full access to our live stock feed, up-to-date trade and retail price books, and the expertise of our dedicated in-house servicing team. These tools aren’t just helpful, they’re essential, giving retailers the confidence to sell and the backup they need when it really matters.”
Retailer training and product familiarisation will also play an important role in the rollout. SGC’s network of field representatives will be engaging dealers directly, supported by office-based staff who can provide follow-up assistance.
“As part of the rollout, SGC’s team of dedicated travelling representatives will be hitting the road, visiting dealers nationwide to showcase the strengths of the Umarex range and introduce exciting new products,” said Gary. “Backed by our expert office-based support teams, these reps will ensure every customer gets the attention and assistance they need.”
SGC is also moving quickly to ensure continuity for existing Umarex customers. That includes investing in parts stock, training, and technical staff to maintain current levels of warranty and service support.
“To fully support our growing customer base, SGC currently has four Umarex-trained technicians, with plans to expand the team as the brand continues to grow. To ensure fast, efficient repairs and support our growing customer base, we’ll be holding a wide range of popular spare parts, including components for all current models. Our goal is simple: to service every Umarex firearm quickly and efficiently, keeping lead times to an absolute minimum.”
The appeal of Umarex lies in both its product depth and its global licensing relationships. For many, the brand is synonymous with market-leading CO₂-powered replicas and officially licensed designs.
“While these high-profile replicas dominate in terms of sales, it would be a mistake to overlook the brand’s impressive range of air rifles,” said Gary. “From affordable spring-powered break barrels to high-performance FAC-rated PCP rifles, Umarex offers something for shooters of every level.”
To support the entire portfolio, SGC is preparing a coordinated marketing push across print, digital, and in-person channels.
“Our in-house team of designers and marketers will be driving bold advertising, engaging media campaigns and standout events, all designed to spark fresh interest and create excitement around one of the airgun industry’s most respected names.”
To support the transition and provide immediate expertise, long-serving airgun industry figure John Gumbley has joined the SGC team. His involvement is expected to bring valuable continuity and strong dealer relationships from day one.
“As many in the industry will know, Mr. John Gumbley has joined SGC as part of this exciting new venture. Widely respected within the shooting sports community, John brings a wealth of experience spanning 40 years, particularly in the airgun sector, and he has a long-standing association with the Umarex brand. His deep knowledge and established relationships made him the ideal choice to help lead the transition from John Rothery to SGC.”
With momentum building and dealer confidence clearly high, the next chapter for Umarex in the UK market is already well underway.