A FAMILY VENTURE TAKES ROOT
The story begins with Antony’s father, Roger, whose change in circumstances coincided with a timely visit to MB Engineering in Dodford, just outside Bromsgrove. The owner, Malcolm Baker, was looking to retire, and Roger saw potential in the business.
“At that point the future of MB Engineering was a little bleak,” recalls Antony, “but applying his business expertise and broad knowledge of shooting, a business plan was made and implemented.”
With support from his wife Angela and a teenage Antony helping on weekends and during school holidays, the business was soon off the ground with a modest town-centre shop. After four years, demand outgrew the premises and Shooting Supplies moved to its current factory site. By 2013, Roger had stepped back, allowing Antony to take over the running of the business.
GROWING INTO A MODERN RETAILER
From those modest beginnings, Shooting Supplies has become a leading independent shop and importer. “We started off as a small high street shop,” says Antony, “and now we occupy a large factory unit with off-street parking. We import four different brands and wholesale them across the UK. We also run multiple websites and have built a strong online presence.”
The business has also developed a reputation for supporting competition shooting, most notably through its sponsored mini rifle team, which recently competed at the World Shoot in the Czech Republic.
VALUES ROOTED IN CUSTOMER SERVICE
Despite its growth, Antony maintains that Shooting Supplies’ ethos has never changed. “Customer service is key,” he explains. “Whether that’s speed of service, competitive pricing, or just handling it right when things go wrong. You look after the customers and they will look after you.”
This philosophy runs through every aspect of the business, from the design of its bright, showroom-style store to the emphasis on knowledgeable staff.
A MODERN SHOPPING ENVIRONMENT
The shop itself reflects Antony’s vision for what a gun store should be. Spread across 2,500 sq ft, it features glass-fronted cabinets, clear stock displays, and an open, well-lit gun room.
“I’m not a fan of the old-style dingy dark country store,” Antony says. “I prefer a modern showroom style. It means customers can find things easily and so can we. A visit becomes more of an outing, there are always new things to see.”
The store’s location and layout have proved a draw, with customers travelling from long distances to visit.
IMAGES: DAVID GUEST
While the shop remains central, Shooting Supplies has steadily expanded online. Around 12% of sales now take place via the web. Antony does not expect this to exceed 30%, given the face-to-face legal requirements around many products, but sees digital visibility as essential. “It’s invaluable to have that online presence and availability of product,” he says.
MANAGING STOCK AND CUSTOMER EXPECTATIONS
With close to 4,000 product lines, stock management is a major challenge. An EPOS system, in place for 15 years, has been crucial. “Sales history is essential to enable correct stock purchasing,” Antony explains. “The more data you have, the more accurate ordering becomes.”
Customer expectations, however, are not always easy to meet. “People are used to ordering something from the other side of the world and getting it within 48 hours,” Antony notes. “It doesn’t work like that in the gun trade, some orders take six months or more.”
A BROAD CUSTOMER BASE
The store attracts a wide spectrum of customers, from families buying their first air rifle to competitive shooters, pest controllers, and farmers. Rising costs, particularly of ammunition, are influencing buying habits, with many switching to more economical calibres such as .22LR.
Thermal and night vision equipment has also become a key growth area, reflecting advances in technology and shifting demand.
Like many in the industry, Antony cites supply and licensing as the two biggest challenges. “Lead times can be over six months, and new licences can take up to two years in some areas,” he says. “From first contact to final sale, that can mean a wait of three years.”
The lack of consistency between police forces adds further complexity. “The term postcode lottery is exactly right,” he says. “Consistency across areas would make our job a lot easier.”
SUPPORTING THE TRADE AND INVESTING IN GROWTH
Shooting Supplies is a long-standing member of the Gun Trade Association, recognising the importance of collective representation. The business is also a regular exhibitor at the British Shooting Show and actively supports competitions at both local and international level.
Looking ahead, Antony is particularly focused on developing the company’s imported brands, such as Grand Power long-barrelled pistols. “They had a rocky start in the UK 12 years ago, but the quality is undeniable. We’ve kept better stock and provided stronger backup to retailers, which makes all the difference.”
The company is also preparing to introduce new accessories from Leapers UTG. “They do a lot of AR add-ons, optics and rails that complement our existing range. Their products span most budgets, so they’re a great fit.”
LOOKING TO THE FUTURE
For Antony, the role of independent shops lies in continuing to adapt to a fast-changing retail climate. “Smaller shops are struggling, but larger, more progressive ones are getting it right, offering a wide variety of stock at competitive prices.”
What sets Shooting Supplies apart, he believes, is the combination of experience, service, and forward-thinking retailing. “We offer customers a relaxed shopping experience supported by knowledgeable staff who are shooters themselves, together with an extensive stock range that is competitively priced. Add in our online presence and after-sales service, and we feel well placed to continue trading for many years to come.”