Focusing On The Details

The BOSS Magazine|August 2019

Focusing On The Details

For OpticsPlanet, one of the country’s largest specialty online retailers, clear vision comes from a daring blend of technology and great people.

From Vortex Optics to Bushnell, Nikon, RayBan, and Flir, OpticsPlanet is home to the most respected brands in sport optics, shooting accessories, tactical gear, and eyewear, as well as microscopes, telescopes, photography equipment, outdoor apparel, and more.

Founded in 2000, OpticsPlanet entered online retailing at precisely the time when the concept was taking root and taking off.

“We initially started selling microscopes, telescopes, and other basic optical products, and as we partnered with more manufacturers, they gave us access to other product lines that they carry. For example, Zeiss, a major optical lens manufacturer, has a large microscope line and also sells sport optics like binoculars, spotting scopes, and rifle scopes. That’s how we initially got into the space that we currently serve, which is the greater outdoors of sport shooting, hunting, military/law enforcement, and tactical,” explained Alex Royzen, Director of Supply Chain Management for OpticsPlanet’s parent company, Ecentria.

“We are purveyors of gear for customers that are passionate and enthusiastic, whether it’s their hobby or their profession. At OpticsPlanet, we serve professionals and those we like to call heroes: police officers, firefighters, active military, veterans, and people who use our products for their profession whether they’re active or retired,” he continued.

“Our customers are very passionate about their hobbies and lifestyles and their personal choices about how they spend their free time. For example, hunting is very much a lifestyle for people who have a passion for it. They don’t look at hunting as just a fun thing to do on weekends; they consider it to be part of who they are. It’s something they identify as.”

Royzen pointed to the popularity of sports shooting as one of the country’s fastest-growing hobbies. “These customers enjoy the thrill of precision shooting, long-range shooting, and competition. … One of our goals of the company is to offer our customers choices within their lifestyle that make sense for them. It makes sense to be one central destination for all the things they need for their lifestyle.”

OpticsPlanet, along with CampSaver, Rockpoint Logistics, and USIQ is owned by Ecentria Group, a company whose mission is, “To be the Purveyor of Gear to those who play, work, and serve with passion.” Ecentria pushes this overall mission with each of its firms and drives it home in all aspects of its business. As you might expect, the companies in Ecentria’s portfolio are widely diverse, from retailers offering niche boutiques to industry-specific marketing solutions and business software platforms.

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August 2019