We speak to Katie Herbert of Emmett & Stone and discover how one of the most well-respected stores in the industry came to be.
Stock categories/key brands
Clothing, firearms, airguns and accessories. Key brands include Blaser, Beretta, Browning, Miroku, Sako, Tikka, S&L, Mauser, FX, Air Arms, Weihrauch, BSA, Laksen, Schoffle, Le Chameau, Swazi, Loake, Meindle, and many more!
Additional services available
Gunsmith, gun fitting, on-site air gun repairs, air rifle range, centrefire zeroing and a wealth of knowledge on everything shooting
Gun Trade Insider: How long have you been in business and how did you get started?
Katie Herbert: Emmett and Stone Country Sports was started in 2011 by Tony Stone and Ryan Emmett, friends and fellow shooting enthusiasts. After the closure of a local shop, there was a definite gap in the market in the area – Bucks, Berks and Oxon county borders – for a retailer of both high-quality sporting clothing and a good range of firearms at competitive prices, along with friendly service.
GTI: How has your business changed since you first opened your doors?
KH: In September 2019, we expanded into a converted barn next to the previous shop. This gave us 10x the space previously. All of a sudden, we were able to stock not only a broader range of firearms and air rifles, but also expand our clothing and accessories business too. We also launched an onsite air rifle range in 2015 with nine 50m and three 10m pistol/precision lanes. The range has a large membership of air rifle enthusiasts and we offer a pay-and-play service for occasional users. There is now a substantial in-store storage facility for all firearms, the ability to hire guns of all types and collection and delivery services available.
GTI: What are some of the toughest challenges you’ve faced as a retailer in the shooting industry?
KH: Covid stopped retail in its tracks, but has had longer term consequences too. With the reduction in the number of firearms officers with the local police, which have to this day not returned to previous numbers, the issuing of licences has slowed considerably. The knock-on effect is that people are not able to buy licenced firearms which turns us more into a storage facility. Along with these challenges, there is also the obvious current financial climate.
GTI: What do you consider to be your best and worst business decisions?
KH: The best decision was moving up a notch to the new larger facility and building/opening the air rifle range on site. The biggest challenge has been finding the right retail system that meets our needs.
GTI: If you were to start again, is there anything you’d do differently?
KH: Lots of little things! We learn as we go as to what works and what doesn’t. Our biggest frustrations are centred around inadequate IT systems which don’t meet our specific requirements, so maybe we’d have developed our own from the beginning!
GTI: If you could give one piece of advice to a new retailer in this industry – what would it be?
KH: Market research, market research and more market research! You’ll never do enough as we have definitely found out. If it was that easy, everyone would be doing it, I guess! It’s not a market for new launches right now, but if you do start, know what you do well and do it best, and we wish you all the luck in the world because any industry is tough right now.
GTI: What do you believe to be the key ingredients of a successful retail business in this sector?
KH: Customer service, best prices, good products, great website and a friendly smile.
GTI: Are you planning any future developments?
KH: We are always developing but nothing can be announced right now – watch this space!
GTI: Finally, what’s your most consistently popular product or biggest seller?
KH: Because of the licence restrictions mentioned earlier, our current top sellers are air rifles and scopes, both new and second hand, which the air rifle range has no doubt helped massively with.
Get in touch
Address: Emmett & Stone Country Sports, Wilton Farm, Marlow Rd, Little Marlow, Marlow SL7 3RR
Phone: 01628 474 187
You can read the full February 2025 issue below:
