MONK OPTICS LTD

The different specifications required between someone interested in horse racing, hunting or bird watching for instance soon became apparent, allowing staff to offer valuable advice to customers. Being placed in the relevant surroundings gave customers the immediate opportunity to test the products performance against their specific requirements, a benefit that is lost when products are sold through high street outlets. This was also an influencing factor when the showroom was established, preferring to remain in the countryside with spectacular views over the Wye Valley, rather than in a town centre.

With very little emphasis being placed on advertising, the company expanded through word of mouth, customer recommendations and a growing reputation.

The selection of binoculars expanded at a steady pace, so that a thorough understanding of the complete product range could be retained and the quality of advice never compromised. Marine binoculars became an area of expertise, recognised by the Fuji Photo Optical Co. who authorised Monk Optics as the sole importers and distributors of their Fujinon binoculars in the UK.