About Us
Ellis Holdings is a privately owned group of businesses operating across retail, distribution, manufacturing, hospitality, and specialist services.
What began as a founder-led retail success evolved into a strategically structured group, allowing multiple brands to scale independently while benefiting from shared infrastructure, capital discipline, and leadership standards.
Our businesses range from market-leading optics retailers and international distribution operations, through to specialist technical services, consumer brands, and hospitality ventures. While the sectors may differ, the focus remains the same: building brands that are trusted, sustainable, and genuinely useful to the customers they serve.
Ellis Holdings takes a hands-on approach to ownership. Rather than short-term growth at any cost, we invest in people, systems, and product quality, allowing each company to develop at its own pace while maintaining high standards across the group.
OUR INDUSTRIES
Hunting for value and bridging market gaps with the customer at the forefront
SHOOTING AND OPTICS
It all began with Optics Warehouse. A sturtup in shooting gear retail became the foundation for one of the biggest optics retailers and B2B distributors in the UK (Elite Optical).
HOSPITALITY AND LEISURE
With the purchase of The Nobody Inn, Ellis Holdings took its first step into hospitality. The production of Grom Rocker is established a footing in manufacturing, and 3 Degrees H2O Ice Baths are targeting health and wellness sectors.
MANUFACTURING
WULF and ELLTECH are the result of Ellis moving to production within the Optics sector; establishing two now-popular brands.
HAVING SUCCESS IN BUILDING MULTIPLE BRANDS, WE CONTINUE TO GROW
OUR BRANDS
BRIDGING MULTIPLE MARKETS
OUR BRANDS
BRIDGING MULTIPLE MARKETS
OPTICS WAREHOUSE
Founded: September 2007
The original foundation of the group and one of the UK’s leading specialist optics retailers. OPW focuses on rifle scopes, night vision, thermal imaging, and precision shooting equipment.
Core Goals at Founding
- Build the most trusted optics retailer in the UK
- Offer genuine expertise, not box shifting
- Invest heavily in customer service and aftersales support
Current Position
- Market leader in specialist optics retail
- Strong digital, content, and community presence
- Flagship brand within the group
Future Aim
Become the largest specialist optics retailer in Europe, setting the benchmark for service, education, and product range.
SOUTH WEST OPTICS
Brand Acquired: July 2023
A well known optics brand with strong heritage in wildlife observation and field use.
Acquisition Rationale
- Preserve and modernise an established brand
- Expand reach beyond shooting into wildlife, conservation, and observation
Future Aim
Reposition as a trusted, modern optics brand for field professionals and enthusiasts.
ELITE OPTICAL DISTRIBUTION
Founded: January 2018
Created to separate distribution from retail, Elite Optical Distribution manages wholesale relationships and exclusive brand representation.
Core Purpose
- Build strong, professional routes to market for premium optics and technology brands
- Support retailers with training, logistics, and long term partnerships
Future Aim
- Expand exclusive European distribution partnerships
- Strengthen infrastructure to support multi country growth
OPTICS WAREHOUSE NZ
Founded: November 2025
Operational Launch: 2026
A new international branch of OPW, created to replicate the UK model in the Australasian market.
Core Aim
- Establish OPW as a global retail brand, not solely a UK operator
Future Vision
- Scalable international expansion using proven systems
- Potential launchpad for further APAC growth
TACTICAL SCOPE
Founded: 2 November 2022
Brand Acquired: May 2023
Tactical Scope operates within the same logistics and support framework as OPW but maintains its own brand identity and customer base.
Core Focus
- Tactical and precision optics
- Strong aftersales and shared operational backbone
Future Aim
Strengthen brand authority while benefiting from group efficiencies.
MRAD TACTICAL CLOTHING
Founded: Within group
A tactical inspired lifestyle clothing brand built around precision, discipline, and performance.
Core Aim
- Translate range and training culture into apparel
- Appeal beyond shooting into lifestyle and performance markets
Future Vision
Standalone lifestyle brand with strong community identity.
THE NOBODY INN
Acquired: 2024
A historic countryside pub acquired as part of the group’s expansion into hospitality.
Core Goals
- Restore and modernise a traditional pub
- Build a destination venue with food, events, and retreats
Future Vision
Hospitality brand with accommodation, wellness retreats, and field to fork experiences.
WULF
Founded: Within group
A proprietary optics brand developed internally to deliver high performance products at aggressive value points.
Core Goal
- Control product development, pricing, and brand story
- Deliver proven performance without inflated branding
Future Aim
- Expand range and international distribution
- Establish WULF as a recognised performance optics brand
ORIGINAL GROM ROCKER
An innovative children’s balance board designed for surf, snow, and ski skill development.
Core Aim
- Encourage balance, movement, and outdoor play
- Create a globally recognisable, sustainable toy brand
Future Vision
Viral consumer product with international reach.
3 DEGREES H2O ICE BATHS
A developing brand focused on ice baths, recovery, and performance led consumer products.
Future Aim
Provide a wide range of recovery based products for sport, training, and outdoor lifestyles.
ELLTECH
A shooting accessory product range focusing on providing good value and a direct to consumer marketing strategy utilising far east manufacture.
Core Aim
Provide a vast range of accessories at great value across multiple market segments.
NV WAREHOUSE
A specialist brand focused on night vision equipment and accessories.
Future Aim
Niche authority brand within the NV market.
AIR RIFLE WAREHOUSE
A category specific retail brand serving the air rifle and airgun market.
Future Aim
Dominate a defined niche with specialist focus.
LOOKING FORWARD
Ellis Holdings Limited is positioned as a long term operator, not a short term roll up. The strategy remains consistent.
- Build category leading brands
- Scale internationally where systems are proven
- Maintain founder involvement
- Invest in people, product, and infrastructure
- Grow steadily, profitably, and with intent
Group-Wide Principles & Standards
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Category leadership over broad generalisation
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Operational excellence and systems-driven growth
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Product credibility backed by real-world use
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Customer trust built through service, transparency, and expertise
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Long-term brand equity over short-term margin extraction
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Relentless improvement in people, process, and product