With its recent appointment as the UK distributor for Benelli and Franchi, Gun Trade Insider (GTI) sat down with SGC Group head of marketing Dan Kingdon, who outlines the company’s strategic vision, dealer support initiatives and plans to reshape the competitive landscape of the UK shooting industry.
Gun Trade Insider: What prompted SGC Group to pursue the distribution of Benelli and Franchi, and how does this align with your broader business strategy?
Dan Kingdon: In truth, SGC did not pursue the distribution in a traditional sense; the approach came from Benelli. Benelli saw the direction SGC Group was taking and felt it could benefit the Franchi and Benelli brands, while SGC saw massive potential in the new ranges coming from the Italian brands. SGC has always admired the technological developments made by Benelli. Their innovative designs that prioritise performance above tradition are especially exciting for the team to support.
GTI: What specific advantages will SGC Group’s trade partners gain from this new partnership, particularly in terms of pricing, stock availability, and dealer support?
DK: Like all SGC brands, Franchi and Benelli will benefit from substantial stock holding and carefully considered pricing that meets market expectations. Dealers can expect good margins, sensible RRPs, and SGC’s popular in-house servicing teams.
GTI: How will SGC Group ensure a smooth transition for UK dealers?
DK: Conversations have already started on the transfer of stock and, where appropriate, orders. GMK and SGC are keen to make the transfer of distribution as smooth as possible for all customers. There has always been a great deal of respect between the UK’s two biggest gun companies, and we’re confident this will continue well into the future.
GTI: Are there plans for dealer training, product demonstrations, or marketing campaigns?
DK: As part of the transition process, SGC will relaunch the Benelli and Franchi brands under the SGC Group. This launch will include a big presence at the British Shooting Show, online and print media campaigns, and brand-new trade books detailing the ranges and their unique selling points.
GTI: Benelli and Franchi are renowned for their craftsmanship and innovation. What models or product lines should UK dealers be particularly excited about, and why?
DK: The obvious standout from Benelli is the Lupo Rifle, built to resist all challenges. The Lupo combines Benelli’s BE.S.T surface treatment with a CRIO-treated free-floating barrel and progressive comfort stock, delivering sub-MOA accuracy straight out of the box.
From Benelli’s legendary shotgun range, we’re excited about the Raffaello, Super Black Eagle 3, and M2 models. Particular attention should go to models featuring Benelli’s new BE.S.T Surface Treatments and A.I. technologies, both designed to enhance performance and firearm longevity.
On the Franchi side, the Affinity 3 Semi-Autos and Horizon Rifles are key highlights. The Horizon, warrantied for seven years and guaranteed to shoot sub-MOA from the box, offers tremendous value for the trade and end users alike.
GTI: How does SGC Group plan to handle after-sales services and maintenance for Benelli and Franchi products?
DK: As with all SGC brands, we work closely with manufacturers to provide top-tier after-sales support. In December, our in-house team of gunsmiths travelled to Italy for training with Benelli and Franchi. This January, our sales force will visit the manufacturers for product training and discussions on how best to support our dealer network.
To maintain excellent service, SGC will stock a range of popular spares, ensuring timely maintenance and repairs for all guns.
GTI: Will this include dedicated support for warranties and repairs?
DK: Absolutely. As with all SGC products, we aim to handle all warranty and repair work in-house and in-country. This approach keeps the process within the group’s control, providing regular updates and a single point of contact for customers—a system that has served us well for years.
GTI: How do you see SGC Group’s new role reshaping the competitive landscape of the UK shooting industry?
DK: Anyone following SGC’s recent acquisitions will see that we’ve pivoted towards becoming one of the UK’s biggest wholesalers. Active across many markets, we aim to support the industry by maintaining fair pricing and working with over 1,000 businesses nationwide.
Our goal is to do business with as many companies as possible, recognising that not every account, gun shop, or shooting ground has the same budget or customer profile. We introduce our broad range of brands to clients and collaborate with them to offer products we know they can sell.
Get in touch
SGC Group
trade@sportsmanguncentre.com
+44 1392 354870
You can read the full January 2025 issue below:
