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

Getting product moving keeps the hunting and shooting industry alive – whether that’s product moving around domestic markets or import and export across borders and seas. A steady flow of shooting gear is a key indicator of a healthy industry; it means retailers are selling and end users are buying. But there’s much more to being a successful distributor or wholesaler in our trade than just logistics. A modern distributor has many facets and has to work hard at being a valuable business partner to the brands it represents, rather than only a route to market. 

Written by David Guest

Heavy goods truck with a white trailer driving on a highway at sunset, representing transport and international goods logistics

With everything that’s gone on in the world over the past decade, distribution has had to overcome some serious challenges – and that looks set to continue into the future – but what do the big players say? How is life as a wholesaler or distributor in this sector right now? What are the upcoming challenges? What opportunities are there? And what are their predictions for the present and future? We spoke to several of those key companies to find out.

Keeping it in the family

When thinking of distributors in the European shooting and hunting market, it’s hard not to think of Ferkinghoff International. For more than 35 years, this family business has helped brands from around the world find new networks and expand their global reach thanks to its expertise, its strength in the digital space, and its philosophy of continuity and development.

“We are a family company, and it’s not our way of working just to say we must sell, sell, sell,” explains the company’s CEO, Andrea Ferkinghoff. “Of course, we like to sell, but what we are about is trying to find similar partners that are like we are. When we see there is a company out there in development and that there is a family feeling behind it, when we see the heart and love behind their brand, these are the basics for us to start to work together. This is more important than ever due to the increasing competition and also the unstable nature of global markets.” 

San Tan Tactical CEO Jennifer Hill and Ferkinghoff CEO Andrea Ferkinghoff standing together — Women taking the lead in the industry: San Tan Tactical’s Jennifer Hill and Andrea Ferkinghoff.

Andrea believes that in the future the strongest companies will never lose their focus on the next thing.

“The biggest challenge is to keep looking forward; you cannot stay still,” she says. “This is always what drives us as a company, even in the difficult situations some of our partners in the industry face at the moment.”

Ferkinghoff’s commitment and dedication towards its partners and its ethos of never standing still were further showcased during IWA 2026 when the company revealed that it has set up an office in France with a dedicated team on the ground who know the market, the language, and the culture. This move is designed to give the brands it distributes a deeper and more meaningful way to access one of Europe’s largest hunting markets. 

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.”

Having clear and transparent communication leads to business partnerships built on trust – and these are the kinds of relationships that can weather the storm during difficult times and reap more rewards when times are good.

Nicholas continues: “Right now, we are seeing some ups and downs reflecting the general market dynamics. We have seen price increases for products due to everything that is happening in the world, but we believe in a strong future together if we stick to our values.

“We want to keep the good customers close and work hard together with new partners where we see potential, and support them on their way to growth with our export team. IWA is a great place to achieve this – we’re seeing a huge influx of new customers coming from the Benelux region and also Southern Europe. It feels like the show really helps us open doors to our export department.” 

Nicholas Hofmann standing on the Hofmann stand at IWA OutdoorClassics — Nicholas Hofmann believes IWA is a great place to keep good communication lines open with Hofmann’s partners.

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.”

Brownells Director of Global Sales, Casey Betzold, standing on Brownells stand at IWA — Brownells has the tools to help US brands sell into Europe, says Casey Betzold.

This approach brings new and interesting brands to Europe, which can be a sales accelerator for retailers. Whether it’s a relatively small brand with a smart product concept that not many have heard of, like stock, rail, and accessories producer Victor Company USA, or brands that already have a name in Europe but people were just seeking somewhere to buy the products from, like phone scope adapter brand Magview.

“For many brands we work with, the motivation is maybe that they feel they have reached a saturation point in the US,” continues Casey. “For others, they might be getting enquiries, and they don’t know how to deal with them because it’s complicated shipping products overseas – compliance is, of course, a big deal in our industry. We use our knowledge base and our warehouse framework, and we help them realise their ambition.”

Tactical trends remain hot

Over the past few years, the tactical market has seen growing interest from end users who want to use professional-grade gear in activities such as paintball, airsoft, and even everyday life. This trend, alongside growing defence spend by nations around the world, means that tactical gear is definitely having a moment.

Gijs Klok, Managing Director of Dutch distributor Van OS Imports, has seen this first hand: “In our long history as a company since the early 1950s, we have rarely had a bad year. That looks set to continue in the near future because the tactical market is in a healthy place.

“It has always been a market of steady growth, but I think that’s because it deals in functional products that people use every day and not so much by fashion. However, this is changing a bit, and it is starting to be influenced by hype and trends – fashion is starting to become more of an influence. In the Netherlands and some of our nearby European markets, we see a rise in popularity for products like bomber jackets and military-style backpacks. Of course, some of this is also influenced by the current situation in the world with conflicts.”

Van OS Imports has a strong presence in its native Netherlands, but around 60 per cent of the company’s overall business is in export. Europe is the key market; however, it also has customers from other, more far-flung destinations.

The company has a strong network of retail partners, but it believes there is still more to squeeze from the market in the future if it continues to prioritise the right product lines and the right partners.

Gijs says: “At an exhibition like IWA, you meet a lot of new brands and people. We use the show as a way to try to find new B2B customers and product ideas. We never like to think we have everything covered – we can always find new ideas to launch new products, and here is a great place to do that.”

Van OS Imports Managing Director Gijs Klok giving a thumbs up on the company’s stand at IWA — The tactical market is seeing growth in new areas accoding to Van OS Imports’ Gijs Klok.

Author

David Guest

IWA OutdoorClassics