Air Arms and Deben Group Join Forces With New Distribution And Marketing Partnership

Industry news from England is that UK-based companies NSP Engineering, better-known as Air Arms and Deben Group Industries have announced a distribution and marketing partnership.

Deben Group will be more familiar outside the UK as the owners of the Hawke Optics business.

Claire West, managing director of Air Arms had this to say: “Both Air Arms and Deben Group are strong British brands that have great track records and these are exciting times for us both.”

“We believe that this latest development will be great not only for ourselves but for the trade. Both companies have a very similar ethos. We both have a highly skilled and loyal workforce with a commitment to excellence and an ingrained passion for all things airgun.”

“The Deben group may no longer be instantly recognised as a traditional wholesaler, but they’re amazingly good at distributing their own products. That’s a testament to their prowess.”

“As always, it is business as usual and we very much look forward to working with Deben group Industries on all the fantastic products, services and opportunities we can offer the trade.”

Ashley Walker, managing director of Deben Group added: “We are very much looking forward to working with Air Arms in order to help grow this great British brand. We had been quietly dropping our non-core products over the past five years in order to concentrate on our market-leading Hawke Optics brand, but when this opportunity presented itself we know it was one we had to take.”

“Dealers can look forward to an exciting development programme over the next few years along with a compelling commercial offering as we combine our knowledge and the power of Hawke and Air Arms”

For many years, Air Arms products were distributed in the UK by John Rothery Wholesale. So this partnership between Air Arms and Deben Group is quite a change.

There’s no news yet as to any impact this new Air Arms and Deben Group arrangement may have in the US or any other countries outside the UK.

However, here’s an interesting fact. At the 2018 SHOT Show, Air Arms had – for the first time ever – their own booth in the British pavilion. In fact, it was very close to Hawke Optics’ booth.

In every previous year’s SHOT Show, Air Arms has been located in the Air Venturi booth. Air Venturi has long been the Air Arms distributor in the USA…