SGC Group’s relationship with Italian firearms manufacturer Benelli may still be relatively young, but the partnership has already achieved significant recognition on the international stage.
Earlier this year, the company received the Best Sport Distributor 2025 award at Benelli’s annual awards ceremony in Italy, reflecting the progress made in establishing the premium firearms brand more firmly within the UK sporting sector.
According to SGC Group managing director Gary Lamburn, the success has been driven by a combination of product positioning, pricing strategy and a strong focus on dealer support.
“When Benelli first approached us, we recognised a sleeping giant in the brand, its people, and the portfolio of products on offer,” said Lamburn.
“Our initial step was to review the range and its technologies as a whole, and we felt that they were under-represented in the UK market.
“The second thing we did was to look at the pricing - in particular the margins we could offer the trade, whilst keeping the RRPs sensible.
“The next part was educating and empowering our fantastic sales team. We are very fortunate to have some of the most committed and invested sales people in the gun trade and through them we have been able to raise awareness and grow sales.”
A key part of the company’s strategy has been building a close working relationship with the manufacturer itself. Lamburn believes this collaboration is essential when developing a premium firearms brand within the UK market.
“As with any successful partnership, strong communication and building a close working relationship are essential,” he explained.
“As a manufacturer, Benelli will always understand its products better than anyone, while as the UK distributor, we have the strongest insight into the needs of the domestic market.
“That makes the sharing of information and feedback incredibly important, enabling both parties to promote the brand effectively while collaborating on future improvements and opportunities.
“This can include suggesting refinements to existing models, gaining insight into upcoming product launches, or identifying areas of the market that may be overlooked or underserved by other brands.
“It is fair to say that both companies share an enormous passion and pride for the brand, the people and the vision.”
Within the current Benelli line-up, Lamburn said several products have generated particularly strong momentum within the UK sporting market.
Following a launch event at Eaton Hall Shooting Ground last October, the manufacturer’s A.I.-barrelled shotgun range has seen especially strong demand.
“Following our launch event at Eaton Hall Shooting Ground last October, the new A.I.-barrelled shotguns have enjoyed excellent sales success,” said Lamburn.
“Available across both the semi-automatic and over-and-under ranges, these models deliver increased penetration, extended effective range, and the ability to shoot steel shot through every choke, from Cylinder all the way through to Full Choke - with near lead levels of performance.
“This last point is arguably the most important as you can sell a Benelli with the certainty of future proofing, if the lead ban arrives.
“The previously impossible vision of breaking clays at 110 metres and beyond is now a reality for all shooters due to the technology of the A.I Barrel. (Current record stands at 140 meters.)”
Alongside the shotgun range, Lamburn also highlighted the growing popularity of the Benelli Lupo Granite Moss rifle.
“Beyond the shotgun category, the Benelli Lupo Granite Moss rifle has also proved to be a standout product for us,” he said.
“Combining exceptional engineering, intuitive handling, refined ergonomics, and sub-MOA accuracy, it offers an impressive package at a highly competitive retail price of just £999.99.”
From a dealer perspective, SGC Group has placed significant emphasis on maintaining strong stock availability and after-sales support for retailers carrying the Benelli range.
“As with all our core brands, SGC maintains strong stock levels, particularly across fast-moving and popular models, to ensure consistent availability for our trade partners,” Lamburn explained.
“In addition to sales support, we also operate an official in-house Benelli-trained service centre, with a dedicated team available five days a week to service and repair the full Benelli product range.
“Beyond our core sales and service functions, SGC and Benelli continue to support a wide programme of events and open days across the country, designed to give customers the opportunity to handle, shoot and experience the products first-hand.
“By servicing the trade efficiently and clearly communicating the benefits of the Benelli range, we believe the outcome is consistently positive for all parties involved: manufacturer, gun shop, and customer alike.”
Despite intense competition across the UK shotgun market, Lamburn believes Benelli’s focus on innovation and performance continues to create opportunities within the sporting sector.
“Benelli is a brand that does not seek to conform; instead, its spirit of innovation, performance, and passion continues to drive the company forward,” he said.
“In many ways, it is truly unique, from design through to manufacture and ultimately to the end user, each product is carefully developed and built to meet a specific need or application.
“This approach often results in products that do not necessarily follow convention, but instead push the boundaries of what can and should be achieved.
“As such, the brand naturally appeals to the forward-thinking shooter who values technology and reliability over traditional norms.
“With this continued momentum behind the brand, we anticipate further growth across the range, from the 828 and semi-automatic models through to the Benelli Lupo.”
Looking ahead, SGC Group plans to continue investing heavily in events, demonstrations and product launches to further strengthen the Benelli brand in the UK.
“With the clay season now in full swing, SGC and Benelli will be attending and supporting a range of competitions across the country,” Lamburn said.
“These events will give shooters the opportunity to get hands-on with the latest 828 models featuring A.I. Barrels and experience their performance firsthand.
“As part of our shared commitment to supporting UK clay shooting, Benelli and SGC will also be sponsoring two layouts at the prestigious Eaton Hall Shooting Ground, where competitors and visitors alike can test their skills and enjoy the experience.
“Alongside these customer-facing events, we are pleased to announce that new models are currently in production. SGC and Benelli are preparing to unveil these latest additions at a special invite-only launch event taking place this autumn.
“With strong momentum behind the brand, and continued investment from our side, we believe Benelli represents a valuable opportunity for retailers looking to capitalise on the growing demand for these premium products. To find out more about the opportunities available, please contact SGC.”
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