NEWS
main portion of hunters are reliant on their optics as the light is increasing or fading – so, yes, I’d say we were pretty adamant that we had to improve that quality of low-light visibility with these three lines. Gaining a few minutes doesn’t sound like much, but every hunter knows that those are the crucial times, and that it isn’t just about the time – it buys you extra
more, as are the coatings we use – in this case a
Dielectric Prism Coating, which means colours are incredibly vivid through these binoculars.” Some of the differences across the
lines are what you’d expect – the improvement in quality of glass and prisms and the extra coatings as you move up to the Forge line, but what is remarkable about all these new lines, says Jake, is that there is a big improvement across the board. “We’ve really worked hard to make sure that all the new lines give the hunter improvements, particularly the low-light aspects of these lenses, but also the anti-fogging qualities.” I suspect the low-light aspect is something that Jake, himself a hunter, can and will happily chat about for hours – but isn’t every hunter like that? After all, as Jake puts it: “The
yardage, better visibility if there is little contrast between the animal and the background, or if the animal is in the shade, say. A lot of focus went on that aspect.” The new EXO barrier, which is in use
across all three lines, is also something that Jake is really pleased with. “It’s been fun showing that to people at the shows. You only need to start showing them how fast misting clears from the lens with the EXO Barrier compared to without and they all can tell you about the time they had a deer in their sights, took that breath and then couldn’t shoot because their scope had misted up. So, this is just selling itself – the glass clears so much faster than our old products – but also compared to those of our competitors. We’re really pleased about that. According to Jake, there are still
products being designed, but so far, Bushnell is pretty pleased. “All of them have outperformed our expectations, both in practice but also in the market. I think having more
hunters doing the engineering has been completely crucial to that – they know what the trends are, where hunting is going, and what people want.” Alongside the fancy new optics, it’s not entirely surprising that Bushnell has also given itself a new look – from the logo to the packaging. “We thought it was looking a little dated – it’s still totally recognisable, but just looks a bit sharper, a little more modern.” When it comes to the packaging, Jake says that so far, it’s been a huge hit with their retailers. “We wanted to make these optics not only brilliant performance-wise, but also have a better look and feel to them than the older models. Part of that is presenting them a bit better – so each product comes in a good-quality box, with foam inserts. “It’s given the products a real boost, matching the quality of the packaging to the quality of the product.” All of which is good news for retailers in the UK. Mike Roberts, divisional sales manager at Edgar Brothers, which distributes Bushnell products in the UK, said: “The exciting new range of optics from Bushnell has something for everyone, from short to mid-range scopes, right through the XRS for extreme long range targets. Watch for some exciting new releases soon.”
EDGAR BROTHERS T 01625 664625 E
mike.roberts@
edgarbrothers.com W
www.edgarbrothers.com
40 | Tackle & Guns | November 2019
www.tandgmagazine.com
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