Everyone who has become interested in airsoft knows of RedWolf Airsoft. They are one of the largest and most successful retail operations out of Hong Kong. RedWolf has one of the largest inventories of after market products for airsoft guns and are the global distributors for several big brands. Even if you have never directly ordered from RedWolf, you may be using their parts, because your local store may be filling their shelves with their products. This is because they have a well deserved reputation for quality and service.

RedWolf Airsoft offers customers an excellent program called Wolf Points. The company has been running it for the past two years, here is how it works. For every dollar you spend, you get a Wolf Point. These points can be redeemed for free AEG’s, and accessories. Here are just a few examples of what you could get for free- RedWolf Cap, BB Loading Bottle, Marui Silicone Spray (50ml), MilSpex Light & Laser Quick Mount for 20mm rail, Excel Bio-Degradeable 0.2g 6mm BBs 1700 rounds, Marui MP5 Standard 50rd Magazine, Marui M16 / M4 Standard 68rd Magazine, M97 Integrated Flash Light & Laser LAM, Classic Army SOCOM Silencer (CCW 14mm), Tokyo Marui MP5K, and Tokyo Marui SR-16.

The company started in 1998 after Paul Chu, a native New Yorker spent several years working and playing airsoft in Hong Kong. Paul worked for the Boston Consulting Group, and “started replacing my golf-weekends with airsoft-weekends.” It was during this time that he met his current partner Chris, and the rest, as they say, is history.

Over the last six years the company has grown and in 2003 they opened a UK office. It “serves as a distribution office for wholesale clients only” said Chu. Why open an office when you can just ship the item? “Being American, I understand clearly how to service to the US market. The UK market has different needs that are better served by local staff who understand the specific requirements there.” Chu points out that “the UK is also a much more concentrated market, and the economics of maintaining an office there can be justified.”

RedWolf has 12 full time employees “with several of them devoted to after-sales customer service.” During the peak season Chu increases his staff to 20 or more. They help “with picking and packing orders on a daily basis in our 5500 square foot warehouse. Our staff levels are designed to ensure that orders get shipped out same-day whenever possible!”

Growing a successful company isn’t very easy, especially in finding the right people. “Given the unique nature of airsoft hiring the right help is always a challenge. There is truly a steep learning curve in understanding what products are out there, and how to service customers properly. We carry close to 4000 unique products and I know almost every one of them. But how do you hire someone who can readily claim that? Often-times, our customers come very informed because of the numerous internet portals out there posting the latest information. Staffing the right people to stay ahead of the curve is probably the key challenge.”

Airsoft is growing all across the globe. The best selling guns tend to be in the AEG category, “the M4A1, M16A2, G36C are the big sellers.” But Chu likes to point to new companies. “HFC, KWC and G&G are releasing higher quality products at affordable prices, their products have also started to do quite well.”

Although his major market is the US, “I believe that European markets are still set to take off. Countries like Italy, France, Spain, and other Western European countries have shown very promising growth, and now some Eastern European countries are just starting to boom. Of course, Japan still represents the most mature airsoft market. Taiwan is also growing very quickly with full legalization of airsoft there a couple years ago.”

RedWolf ships world wide. Many players comment on the guaranteed shipping, huge selection and great prices. “Being one of the first online retailers has definitely helped secure our brand. Our growth in recent years has also allowed us to become very efficient in order fulfillment. Of course, our large buying power also allows us to pass on savings to our customers.” Chu’s strategy is simple; “fast and reliable delivery, wide selection, low prices, and first-class customer service. We are also hoping to play a key role in helping to push airsoft into the mainstream through our numerous sponsorship of airsoft events held around the world.”

Chu has had some problems with customers guns being seized, “Immediately after the 9/11 incident, customs were much stricter in their inspections - and some over-zealous customs agents did chose to seize customer orders. There was one month where tens of large orders were seized. In line with our guaranteed delivery policy, we re-shipped every one of those orders to customers at our cost. Unfortunately, this is simply a risk that comes with this business. I'm proud to say we have never had a customer pay for and not receive his order. One well-publicized case is a $2,800 Airsoft Surgeon Stoner destined for Texas that got seized last year. We reshipped a brand new one to the customer at no additional cost to him.” Chu remembers “in the early years, customs was an unknown - in that you could never be sure how they interpret airsoft. Thankfully over time, customs agents have become much more educated about what airsoft is. As such, they understand and communicate pretty clearly what the import requirements are. We adhere strictly to these requirements and as such, have not had many problems importing to US customers in general.”

The company has some very talented help. At their on site tech shop they can make “custom scope mounts, barrels, silencers and other accessories. We are sometimes requested to do this by customers wanting a unique gun.”

RedWolf also started to manufacture their own items, because “the item does not exist in airsoft, or that we believe we can improve upon an existing concept.” However this has come with mixed results, “with manufacturing, it's really hit or miss, and we've had some great successes as well as slow sellers. Our products have had varying results in different countries. Some of our products have done well in Europe and Japan, but have met with mixed interest from the US. A lot depends on culture.” Chu plans on keeping up with it. “We are definitely getting better at it, and armed with deeper experience on customer tastes, we hope to make some interesting products in the coming year.”

Chu is very optimistic that airsoft will enter the mainstream. “I believe that will happen within the next 10 years. In traveling all over the world, I see the same issues for airsoft in the US and many countries in Europe. Unlike Hong Kong and Japan where airsoft is widely accepted, airsoft still has a negative image attached to it in many places where it's just gaining popularity. The US already has a strong gun culture so this is less of an issue, but in some European countries that bear the memories of WWII and more recent conflicts, gun lovers (whether they be real guns or just airsoft) are looked upon as 'crazy'.”

The question Chu keeps hearing is "why can't people accept airsoft like they do paintball?" To which he answers, “I think in the next 10 years, people will - but it will take a lot of work jointly from players, retailers and manufacturers to give the sport a positive image. Strong regulatory frameworks as well as an internationally accepted ‘airsoft code-of-ethics’ will help speed up the process, which is why it’s encouraging to see so many national airsoft associations pop-up around the world.”

As for the future, Chu plans to “continue to streamline our online store to make it faster and easier to use. Apart from our existing ‘Wolf Points’ loyalty program, we also hope to offer some new customer programs that will offer more savings! We are already carrying over $1 Million (US) in active inventory but as more products are released, I anticipate we will have to expand our warehouse even further.” Chu also says “we are definitely on the lookout for opening other offices globally, especially opportunities to open franchise stores.” In the US, RedWolf has “an authorized service and upgrade center in California - The Q Project. Some people might have been confused and thought that The Q Project was the same as RedWolf Airsoft, which is untrue. The Q Project is an independent company, and our two companies work very closely together. And lastly, as I mentioned above, we are actively looking to establish a greater presence in the US.

Chu tells players to keep an eye out on “Tokyo Marui since they are the biggest name in the business - I equate them to Toyota, which makes a large variety of reliable products for the mass market. However, we should also take note of strong up-and-coming players that cater to more specific market segments. Definitely watch companies like G&G and G&P which have been in the business for many years and are only now getting into making some pretty high quality AEGs. KWC is also planning to release CO2 powered full-auto SMGs which should be very interesting. HFC is another good company that is investing heavily into making some great full-metal gas pistols. A niche company that I really like is GB-TECH, which innovates new products instead of following what everyone else is doing. Lastly, I would also keep an eye on TOP. I can't say too much since I'm bound by a confidentiality agreement, but they have some really great stuff on the horizon.”

For more information visit Redwolf Airsoft on the web at www.redwolfairsoft.com