Gun Trade Insider (GTI): John Rothery has a long heritage in the industry — can you give us a quick snapshot of the company’s journey and how it has evolved?
Sean O’Driscoll (SO): John Rothery Wholesale began in 1972 as a small retail business, supplying local shooters with specialist knowledge and equipment. It quickly evolved into a trade -only wholesaler, responding to growing demand from gun shops and outdoor retailers across the UK. Today, we’re proud to be one of the country ’s leading distributors, offering an extensive portfolio of brands, rapid delivery, and dedicated service. While our scale has changed, the core purpose remains the same — supporting the trade with dependable products and consistent supply.
GTI: What would you say are the core values that define John Rothery Wholesale today?
SO: John Rothery Wholesale is recognised throughout the trade for the service it delivers — built on reliability, responsiveness, and genuine partnership with customers. From dependable stock availability to knowledgeable support, our focus is always on making life easier for retailers and ensuring they have confidence in every order.
Trust, reliability, and partnership define us. One principle has never changed — we do not sell directly to consumers. While some wholesalers now compete with their own retail operations, we remain strictly trade -only. Our role is to support retailers, not undermine them.
Ask yourself: is your current supplier truly on your side? Some wholesalers sell direct, putting you in competition with the very people you buy from. Each order gives them insight into your pricing, stock, and customers — knowledge that can be used to target your market. Whether through online discounts, regional campaigns, or undercutting key lines, a supplier who also sells retail risks becoming your rival.
We’ve built our reputation by staying firmly aligned with our retailers. That is something we will never compromise.
GTI: The end of your Umarex agency agreement marked a big change for the business. How have you adapted since then?
SO: Umarex was an important part of our range for many years, and they handled the transition with complete professionalism — honouring every commitment and continuing to fulfil back orders, something they are still doing for us today. It was a genuine privilege to represent their brand in the UK, and we remain grateful for the partnership we enjoyed. The change meant we had to move quickly to address a shortfall in our product offering, and over the past six months we have concentrated on strengthening our core brands, refining the product mix, and introducing fresh opportunities for our trade customers. The period has been demanding, but it has also sharpened our focus as a business, reinforcing our resilience and determination to keep delivering value.
GTI: The shooting and outdoor market is changing —how are you adapting to shifts in customer expectations, regulations, or trends?
SO: I’ve been in the trade since 1990 and have lived through Hungerford, Dunblane, and Plymouth. Each tragedy brings renewed scrutiny, and we’ve inevitably seen challenges in the trade. The shooting industry, however, is resilient.
Further regulation is likely, but the deeper issue is that the current system doesn’t function properly. When licensing officers fail to act, it causes delays, frustration, and drives people away from the sport. Mismanagement, not just legislation, does the real damage.
We’re also seeing lifestyle changes. Since Covid, many people have moved into the countryside. They want to feel part of that life — but not all want to shoot or fish. Instead, they seek the look: country clothing, working dogs, wellingtons, gifts, and homeware.
We’ve responded by expanding into lifestyle and countryside living products — a fast-growing area as more country stores open to serve this newer audience. For retailers, it’s an exciting growth opportunity, and we’re here to support it with the right products and service.
GTI: The new catalogue has just launched. Why continue printing when many competitors have gone online -only?
SO: Our catalogue is our single biggest marketing investment, both in cost and man hours — but we firmly believe it’s worth it. This remains a traditional industry, and many retailers prefer a printed copy.
When I was on the road, I was struck by how many shops kept our catalogue close at hand. Because we don’t publish trade prices and it contains such a wide selection, retailers often use it as a reference with their customers. Even if they don’t stock a product, the catalogue helps them show what’s available — and sometimes sell alternatives they do carry. That value simply isn’t matched by digital alone.
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"THE GEN 3 CONTINUES TO DOMINATE THE MARKET, SETTING THE BENCHMARK FOR
PERFORMANCE AND RELIABILITY, AND REMAINS A MUST-STOCK LINE FOR RETAILERS."
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GTI: What are the standout additions or changes you’re particularly excited about?
SO: This year’s catalogue features the largest launch of new products in our 53-year history. On the airgun side, we’ve partnered with Sportsmarketing and Range Right to bring in leading brands including Crosman, Remington, ASG, Swiss Arms, Milbro, and more — giving our trade customers greater choice than ever. A key advantage for retailers is the ability to purchase many of the industry’s most popular brands under one roof, with the excellent service that John Rothery provides.
We have recently taken on UK distribution for PARD, a major step in optics and night vision, and A-Tec, one of Europe’s leading sound moderator brands. Over the past few months, we’ve also added NexTool, Enlan Knives, NateChrony, Nor-Lyx, Flare Targets, and Pallas Rifles — strong additions that enhance our portfolio and reflect the evolving market.
GTI: Which brands do you work with, and how do they shape your product offering?
SO: We work with many leading global names, including H&N, Aigle, Primos, Birchwood Casey, Barnett, MTM, Plano, IsoTunes, Carl Walther, Feinwerkbau, Gehmann and Peltor. Alongside these, we offer our own long-established brands — Bisley, Parker-Hale, Richter, and David Nickerson — which remain cornerstones of the UK trade. Together, these partnerships allow us to deliver a competitive, reliable portfolio that meets the needs of both professionals and enthusiasts.
GTI: How does John Rothery support its retail network beyond product supply?
SO: We offer next working day delivery on all orders received before 3pm (or 11am for pallets), with no minimum order charge. Carriage is free above £350 and just £10 below that. As a trade-only supplier, we hold over 6,500 SKUs in stock, with around 95% availability. Every customer has a dedicated account manager, ensuring tailored support and product guidance.
GTI: Are there any standout products or brands you see gaining real momentum right now?
1. H&N PELLETS
H&N has firmly established itself as the UK’s leading airgun pellet brand. Known for precision, consistency, competitive pricing, and innovation, its products have become the number one choice for both retailers and shooters. With year-on-year growth, outstanding quality control, and a reputation for performance, H&N dominates the market and continues to set the benchmark. For retailers, the brand delivers excellent turnover, reliable repeat sales, and strong customer trust across the shooting industry.
2. PARKER-HALE LUGGAGE
Since launching three years ago, Parker-Hale luggage has become a major success. Combining durability, practicality, and style, the range has quickly built a reputation among shooters and countryside enthusiasts. Customers appreciate its robust build and thoughtful design for both field and travel use, while retailers benefit from superb value and excellent margins. Year-on-year growth confirms Parker-Hale luggage as a firm favourite, cementing its place as one of the strongest new names in shooting sports accessories.
3. PRIMOS GEN 3 TRIGGER STICK
The Primos Trigger Stick Gen 3 has been the UK’s biggest-selling shooting stick for years — and with good reason. Its unique one-handed trigger system allows instant height adjustment, giving shooters speed, control, and stability in any terrain. Designed for versatility and trusted by thousands, it is far from just another shooting stick. The Gen 3 continues to dominate the market, setting the benchmark for performance and reliability, and remains a must-stock line for retailers.
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4. A-TEC MODERATORS
John Rothery Wholesale is the exclusive UK distributor for A-Tec, one of Europe’s leading sound moderator brands. Renowned for precision engineering and innovation, the range includes the popular H2 modular series, lightweight CMM-4 rimfire, versatile Hertz 2, and premium Optima system. A-Tec products are trusted by hunters worldwide for performance and reliability. For UK retailers, the brand offers strong demand, excellent margins, and a premium addition to their catalogue, supported by Rothery’s trade-only commitment.
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"TRUSTED WORLDWIDE FOR QUALITY AND EFFECTIVENESS, THEY SET THE STANDARD FOR MAINTAINING AND PROTECTING FIREARMS."
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5. PALLAS RIFLES
Pallas rifles from Germany have quickly developed a reputation for outstanding value for money. Offering German engineering and reliability at a fraction of the cost of leading brands, they deliver impressive accuracy and performance without the premium price tag. Designed for practical use, robustly built, and already proving popular with UK shooters, Pallas rifles give retailers a high-quality, affordable alternative that creates new sales opportunities in the competitive rifle market.
6. BISLEY OILS & CLEANING KITS
Bisley Oils and Cleaning Kits are a cornerstone of John Rothery’s business and a true market leader in gun care. Trusted worldwide for quality and effectiveness, they set the standard for maintaining and protecting firearms. From premium oils to complete cleaning kits, the range delivers dependability, ease of use, and excellent value. With strong brand recognition and proven performance, Bisley continues to dominate the world of gun cleaning, remaining an essential choice for retailers and shooters alike.
7. PRO FERRUM
As part of John Rothery’s extensive gun care portfolio, Pro Ferrum brings German precision to cleaning, lubrication, and protection. Advanced formulations deliver outstanding results, preventing corrosion and keeping firearms in peak condition. Affordable yet premium in performance, Pro Ferrum complements market-leading lines like Bisley and Parker-Hale, giving retailers another strong, profitable brand to offer. For shooters, it provides reliable, easy-to-use solutions that ensure long-lasting firearm care. For retailers, it adds depth, margin, and trusted European engineering.
8. NATECHRONY CHRONOGRAPHS
NateChrony chronographs from Australia deliver precision and ease thanks to their unique barrel-mounted design. Attaching directly to the muzzle, they provide instant, accurate velocity readings without tripods or bulky setups. Results are displayed immediately on a smartphone via the dedicated app, making testing simple and efficient. Compact, rugged, and superb value, NateChrony has quickly become the chronograph of choice for shooters and retailers seeking accuracy, innovation, and reliability in one clever, easy-to-use package.
"BUILT FOR ALL-DAY COMFORT IN DEMANDING CONDITIONS, AIGLE BOOTS BLEND TRADITION WITH INNOVATION, ENSURING LASTING PERFORMANCE. FOR RETAILERS, THEY REPRESENT A PREMIUM, TRUSTED, AND HIGHLY DESIRABLE BRAND."
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9. PARKER-HALE OILS
Parker-Hale oils and cleaning kits are world famous, trusted by generations of shooters. Synonymous with tradition, quality, and reliability, they have built a global reputation for keeping firearms in peak condition. From premium oils to complete cleaning solutions, Parker-Hale products combine proven formulations with practical design. Retailers benefit from strong demand and enduring brand recognition, while customers know they are buying one of the most respected names in firearm care — a true classic that remains relevant today.
10. AIGLE FOOTWEAR
Aigle is one of the world’s most respected footwear brands, combining heritage, craftsmanship, and performance. Handmade in France since 1853, Aigle boots are trusted by professionals and enthusiasts alike. The standout Parcour 2 ISO epitomises this reputation, featuring 4.5mm neoprene insulation, adjustable gusset, and a shock-absorbing sole to reduce fatigue. Built for all-day comfort in demanding conditions, Aigle boots blend tradition with innovation, ensuring lasting performance. For retailers, they represent a premium, trusted, and highly desirable brand.
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11. RICHTER SCOPES
"Richter Optik scopes are renowned for their clarity, durability, and unbeatable value. Built for long-term use, they have become increasingly trusted by UK shooters. Shooting journalist Matt Manning summed it up perfectly: 'I’ve been testing a Richter scope for 10 years and it’s still going strong. Richter scopes punch well above their weight, offering features and performance usually found on much more expensive optics.'
This lasting durability, combined with exceptional value, has made Richter a proven bestseller and an essential line for retailers. The scope market is highly competitive, and unless a company is prepared to invest several hundred thousand pounds, there is little chance of dislodging the clear market leader — Hawke. In fact, I advise my sales team not to waste time competing directly with them.
However, every shop sells more than one brand, and that’s where Richter comes in. As a strong secondary brand, or as a reliable scope to include in kit bundles, Richter consistently delivers — making it the perfect choice for retailers looking to offer quality and value alongside their main optics range."
12. ENLAN KNIVES
Enlan knives deliver exceptional performance at outstanding value, making them a favourite with retailers and outdoor enthusiasts. Precision-made with durable materials, they cover a wide variety of designs for field, utility, and everyday use. Combining sharpness, strength, and affordability, Enlan provides a trusted alternative to higher-priced brands. With strong demand and reliable sell-through, the range is an attractive addition to any retailer’s line-up, offering customers practical, dependable knives at competitive prices while giving excellent trade margins.
13. BARNETT SLINGSHOTS
Barnett is the world’s most recognised slingshot brand and continues to dominate the UK market. Leading the way is the legendary Black Widow — the UK’s biggest-selling slingshot of all time. Renowned for its simple yet effective design, comfort grip, and powerful performance, it has become a firm favourite for generations. Affordable, reliable, and instantly recognisable, Barnett slingshots remain a must-stock line for retailers, delivering consistent sales and unbeatable brand recognition in the shooting sports accessories market.
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14. FLARE TARGETS
Flare Targets add explosive excitement and instant feedback to target shooting. Igniting on impact, they create a dramatic visual display that makes every shot more rewarding. The range includes three designs — Flare Sniper 25L, Flare 45L, and Flare Whisper 38S — each offering a unique experience for practice, training, or competitions. Affordable, easy to use, and highly engaging, Flare Targets appeal to shooters of all levels while delivering strong repeat sales and excellent margin for retailers.
15. NEXTOOL
NexTool is an innovative, fast-growing brand in outdoor and shooting accessories, specialising in multi-tools. Built for durability and practical use, NexTool products perform reliably in the field, workshop, or at home. Affordable yet dependable, they offer excellent sales potential across multiple categories. With clever design, solid build quality, and strong price points, NexTool appeals to a wide audience of enthusiasts and professionals. For retailers, it’s a versatile brand with proven demand and consistent growth.
16. PARD
One of the world’s leading names in night vision and thermal optics. PARD is recognised globally for innovation, performance, and reliability, with products designed to deliver exceptional clarity and usability in the field. This partnership marks a major step forward in our optics portfolio, giving UK retailers access to a premium, fast-growing brand backed by strong demand. With a full range of new models entering the UK market, PARD offers exciting opportunities for retailers and customers seeking cutting-edge night vision technology.
17. REMINGTON, CROSSMAN, MILBRO, SNOWPEAK, ASG, VICTORY AND DAN WESSON
As mentioned earlier, we are now working with Sportsmarketing and Range Right to sub-wholesale a selection of their guns. Finding new brands to sell is not difficult, but sourcing products that are already in strong demand is far more valuable. To guide us, we spoke with several of our retail customers to understand which brands and products were performing well for them. From their feedback, it became clear that collaborating with Sportsmarketing and Range Right could be mutually beneficial.
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To be clear, both companies continue to sell directly to their own customers, and we are only offering a limited number of their products. For the full range, we encourage retailers to go directly to them. That said, we are already seeing strong results with firm favourites such as the Remington Pest Controller, Victory CP1, and Crosman Fire.
GTI: Finally, what’s next for John Rothery Wholesale — any plans, goals, or directions you can share for the coming year?
SO: Looking ahead, John Rothery Wholesale is focused on strengthening our offer to the trade and ensuring continuity in areas where the market has shifted. A key priority is expanding the Bisley and Parker Hale ranges, broadening into categories such as airguns, CO₂ capsules, BBs, target holders, red dot sights and lasers, and knives. By doing this under the trusted Bisley and Parker Hale brands, we can provide retailers with quality, reliable alternatives backed by strong availability and support.
At the same time, we shall be actively seeking new distribution opportunities with leading global manufacturers, ensuring we continue to bring fresh, innovative products to the UK market. Strengthening our brand portfolio alongside Bisley remains central to delivering long-term value to retailers.
Internally, investment in people, systems, and stock management remains at the core of our strategy. New team members are reinforcing sales and operations, while upgrades to ordering and logistics are helping us deliver faster, more efficiently, and with resilience for the future.
As we move toward our fifty-fifth year, our goal is clear: to combine heritage with innovation, ensuring our customers have access to the very best products, brands, and service.
" WE ARE ALREADY SEEING STRONG RESULTS WITH FIRM FAVOURITES SUCH AS THE REMINGTON PEST CONTROLLER, VICTORY CP1, AND CROSMAN FIRE."
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