Export business in 2026: what the big players in hunting and shooting are saying

Ferkinghoff also showcased a new product that displays how one of its relationships with a partner from the United States has reached a new level of trust, cooperation, and potential success. Ferkinghoff has worked together with Texas-based San Tan Tactical to create a brand-new rifle that brings the San Tan’s knowledge and quality into a package better suited for the European market.  

Andrea explains: “We worked together with San Tan Tactical CEO Jennifer Hill to develop this new rifle – it was a big effort for us and a big effort for her. We already have quite a good partnership together, and this takes things to the next level. It’s also very important for me personally, because both Ferkinghoff and San Tan are female-owned and female-operated – something that is not so common in this industry.”  

This idea – to encourage an American brand to develop and adjust its production methods to create a gun specifically for Europe – is something that could only happen with a strong and personal relationship. The kind that will guide the future of import and export in the shooting industry, according to Andrea, perhaps more than they ever have before.  

Cultivate relationships on both sides 

Keeping close relationships at both ends of the distribution machine – both importing, then distributing to retailers – is also a key consideration for fellow German company Helmut Hofmann.  

Its Chief Financial Officer Assistant, Nicholas Hofmann, told us: “For us, it’s very important to find customers where we share a connection with the brand, and that we can identify where it fits in the European market. Since many of the brands we import are from the US, it’s crucial that we have good communication with the manufacturers. If there’s no personal relationship, we cannot achieve a solid and reliable distribution system.” 

Novelties to unlock growth  

One thing that is true in business – especially when dealing in people’s hobbies, interests, and passions – is that new products often drive growth. This does not necessarily just mean a new product from a well-known brand; it can also mean established brands from one part of the world bringing their wares to another that has never had the opportunity to buy them before.

An expert in this field is American company Brownells. What began life as a parts supplier for gunsmiths has grown to become one of the biggest names in the firearms industry – not just in the United States, but also in Europe.  

“In Europe, I would say that we’re in a constant state of growth right now,” explains Brownells Director of Global Sales, Casey Betzold. “This is due to a few things, some of which are market-driven, some are not. I think the industry is continuing to expect that there’ll be growth in Europe over the next decade or so. We’re adding brands to the European market that have never been here before – that’s a big strategy for us.

We work with brands in the United States that are either afraid to do export themselves, unsure how to do export, or just dabble in it, and they’re not sure how to grow it. We have that expertise – we’ve been doing it for many years.  

“We work with companies of all sizes and help them achieve everything from complete outsourcing of their international channel to filling gaps for them if there are gaps that they need to fill, both in Europe and globally.”