John Rothery

What John Rothery does

John Rothery Wholesale Co. Ltd. (operating under the Bisley brand identity) is a UK-based B2B wholesale distributor founded in 1971 and headquartered at Rothery House, Waterlooville, Hampshire. The company distributes firearms, airguns, airsoft, shooting accessories, optics, gun care products, footwear (notably Aigle), clothing, dog training equipment, and country sports gifts through ten product categories and a portfolio of 80+ brand agencies, including owned brands Bisley (registered 1988) and Parker-Hale (acquired 2000), and exclusive UK distribution rights for premium European manufacturers such as Umarex, Walther, Feinwerkbau, Gehmann, SAK Silencers, and A-TEC. The company does not sell direct to consumers; it supplies independent and chain shooting sports retailers across mainland UK via a trade-gated e-commerce portal, telephone sales representatives, and a public dealer locator, with same-day dispatch for orders received before 3:00 pm and 24-hour fulfilment capability supported by a 32,000 sq. ft. warehouse. Its customer base is fragmented across the UK shooting trade, recognised as 'Supplier of the Year' in Tackle and Guns Trade Magazine throughout the competition's history and holding Registered Firearms Dealer status (Hampshire 44/00000000194). The business has executed a clear offensive growth strategy since 2020 under Managing Director Sean O'Driscoll, anchored on the 2018 Umarex agency win, a 2022 multi-brand product expansion, and the recent acquisition of Bisley Sports Wholesale to extend its competition shooting footprint.

Name

John Rothery

Legal name

John Rothery (Wholesale) Co. Ltd.

Website

https://bisley-uk.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

John Rothery Wholesale is a UK B2B distributor (founded 1971) that supplies independent and chain shooting sports retailers with firearms, airguns, optics, footwear, and outdoor gear across 80+ brands, including owned Bisley and Parker-Hale labels.

Ownership category

akta.pro rank

Product category

Shooting Sports Wholesale Distribution

NAICS

Footwear Merchant Wholesalers (424340), Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Footwear Wholesale (CRAOADAB)

Keywords

• Wholesale sporting goods
• Shooting sports distribution
• Firearms wholesale
• Airgun distributor
• Shooting accessories

Headquarters

HQ city

Waterlooville

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Wholesale Distribution: John Rothery Wholesale generates revenue through distributing firearms, airguns, shooting accessories, clothing, footwear, and outdoor equipment to retail dealers across the UK. The company operates as a wholesale supplier rather than direct retailer, selling products from multiple brand partners to independent shooting sports retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

John Rothery Wholesale is a B2B wholesale distributor of firearms, airguns, shooting accessories, clothing, footwear and outdoor equipment, selling exclusively to UK trade retailers through a login-gated e-commerce site, telephone sales and an authorised dealer network. The company holds exclusive UK distribution agencies for brands such as Umarex and distributes over 80 brands, while operating its own registered brands Bisley and Parker-Hale.

Product overview

John Rothery Wholesale is a UK-based wholesale distributor specializing in firearms, airguns, shooting sports equipment, and outdoor gear. The company operates as a multi-brand portfolio distributor with owned brands including Bisley and Parker-Hale, and distributes exclusive UK agencies such as Umarex. Their product portfolio spans ten main categories: Firearms/Airguns/Airsoft, Targets/Rests/Ammo/Optics, Luggage/Safety/Protection, Gun Care/Cleaning, Decoys/Dog Training, Archery/Crossbows, Flasks/Cookware/Gifts, Knives/Torches, Sticks/Footwear (notably Aigle boots), and Socks/Clothing. The company distributes over 80 brands including Walther, Umarex, Feinwerkbau, Gehmann, Nikwax, Stormsure, and Barnett. Key product lines include airguns and pistols (Walther, Umarex), footwear care (Nikwax, Stormsure, Mars Care), dog training equipment (Dokken, Acme), and country sports books. Their owned Bisley brand encompasses shooting accessories and clothing, while Parker-Hale includes legacy firearms accessories and luggage.

Differentiator

Problem solved

Functional benefit

Brands

• Bisley: Own brand of shooting products including game registers, beater flags, canvas dummies, leather game carriers, and shooting stockings

Products and services

• Firearms, Airguns & Airsoft Wholesale range of firearms, airguns and airsoft equipment (including Walther, Umarex and Feinwerkbau) for UK shooting sports retailers.
• Targets, Rests, Ammo & Optics Shooting accessories including targets, rests, ammunition and optical sights for the shooting trade.
• Luggage, Safety & Protection Cases, bags and protective equipment for firearms and shooters distributed at wholesale to retailers.
• Gun Care & Cleaning Products Maintenance products for firearms including cleaners, oils and cleaning kits, including Birchwood Casey agency secured for the UK in 2004.
• Decoys, Dog Training & General Hunting decoys and gundog training equipment including canvas dummies, Acme whistles and Dokken deadfowl trainers.
• Archery & Crossbows

Quantifiable outcome

• 24-hour dispatch capability for mainland UK orders
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered major and core.

• FeinwerkbaumajorChannel Partner/ Reseller/ Distributor · 1 January 2022Added Feinwerkbau to the 2022 product catalogue, representing the largest wave of product launches since Umarex introduction.
• Carl Walther GmbHmajorChannel Partner/ Reseller/ Distributor · 1 January 2022Added Carl Walther GmbH to the 2022 product catalogue as part of significant brand expansion.
• GehmannmajorChannel Partner/ Reseller/ Distributor · 1 January 2022Added Gehmann precision optics and accessories to 2022 catalogue.
• SAK SilencersmajorChannel Partner/ Reseller/ Distributor · 1 January 2022Added SAK Silencers to the 2022 product range.
• A-TECmajorChannel Partner/ Reseller/ Distributor · 1 January 2022Added A-TEC to the 2022 product catalogue.
• UmarexcoreChannel Partner/ Reseller/ Distributor · 1 January 2018Awarded exclusive UK agency for Umarex in 2018, marking the sudden introduction of numerous new product lines. This was the largest wave of product launches since the introduction of Umarex, significantly expanding the product portfolio.
• David Nickerson (Tathwell) LtdmajorStrategic or Co-development Partner · 1 January 2008Acquired the intellectual rights and assets of David Nickerson (Tathwell) Ltd in 2008. All stock was relocated from Lincolnshire to the Petersfield base. Now a house brand.
• AiglecoreChannel Partner/ Reseller/ Distributor · 1 January 2008Accepted the mantle of being the official distributor of Aigle boots to the gun trade in 2008. Aigle's renowned craftsmanship and dedication to excellence aligned with company principles, enriching footwear offerings.
• MTM Case-GardmajorChannel Partner/ Reseller/ Distributor · 1 January 2004Secured distribution agencies for MTM Case-Gard for the UK in 2004, expanding the shooting accessories portfolio.
• Birchwood CaseymajorChannel Partner/ Reseller/ Distributor · 1 January 2004Secured distribution agency for Birchwood Casey for the UK in 2004, adding gun care and accessories to the portfolio.
• Parker-Hale LtdcoreStrategic or Co-development Partner · 1 November 2000Acquired Parker-Hale Ltd in Birmingham in November 2000, with operations smoothly merged into the Petersfield premises. Parker-Hale is now a house brand for shooting accessories and related products.
• BarnettmajorChannel Partner/ Reseller/ Distributor · 1 January 2000Introduced Barnett to the product line in 2000. Barnett is the original pioneer of the modern-day crossbow and slingshot.
• Bisley Sports WholesalecoreStrategic or Co-development PartnerRecent acquisition of Bisley Sports Wholesale, a distinguished supplier of competition shooting products. This represents a landmark achievement combining shared values and commitment to mutual advancement.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Highland Outdoors: UK-based distributor of shooting, hunting, and outdoor brands serving independent retailers. Comparable in B2B wholesale model, customer base, and product categories (firearms, optics, clothing, footwear).
• Anglo Scottish Imports (ASI): UK distributor of outdoor and shooting sports products to independent retailers. Directly comparable in B2B wholesale distribution model, target customer (shooting sports dealers), and multi-category approach.
• Viking Arms: UK firearms importer and distributor serving the shooting sports trade. Comparable in its focus on UK B2B distribution of branded firearms and shooting accessories, overlapping with JRW's firearms/airgun segment.
• Edgar Brothers: UK-based B2B distributor of shooting sports brands (e.g., Beretta, Sako, Tikka), serving independent gun retailers across the UK. Direct comparable in business model, customer base (shooting sports retailers), and category focus (firearms, optics, accessories).
• GMK Ltd: UK distributor specializing in shooting optics, rifles, and accessories (Swarovski, Leica, Blaser). Directly comparable as a B2B wholesale distributor to UK shooting sports retailers, with a similarly exclusive agency model.

Broad incumbents

• RUAG Ammotec: European manufacturer and distributor of ammunition, firearms, and shooting accessories. Comparable in shooting sports category, but operates as a much broader incumbent with manufacturing capability and pan-European reach rather than focused UK distribution.

Regional players

• Frankonia: Germany-based hunting and shooting sports distributor with a broad multi-brand portfolio. Comparable in product categories and B2B model, but primarily serves the DACH region and does not directly compete in the UK.

Others

• Blaser Group: German firearms manufacturer (Blaser, Mauser, Sauer, Rigby). Included as an adjacent/ecosystem participant — Blaser products are distributed in the UK through competing distributors such as GMK, illustrating the supplier-side dynamic that underpins JRW's own agency model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xinstagram.com/johnrotherywholesale
• YouTubeyoutube.com/user/JohnRotheryWholesale
• Facebookfacebook.com/John.Rothery.Wholesale
• Instagraminstagram.com/johnrotherywholesale

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about John Rothery