| as optics manufacturers, Mueller Optics is | | | | to flip through any hunting or shooting magazines |
| relatively new to the market. Founded in 2003 by | | | | that they may have in waiting room. I'm willing to |
| Richard Schlampp, Mueller has quickly developed a | | | | bet that you'll see a number of various ads from |
| reputation for high quality scopes at reasonable | | | | different scope manufacturers, but you probably |
| prices. This has been accomplished through two | | | | won't see any ads from Mueller. They prefer to |
| unique strategies. | | | | rely on their network of dealers, and word of |
| For starters, most all the Mueller products are | | | | mouth to effectively advertise their line. In doing |
| produced overseas. However, this is certainly not | | | | so, they have been able to keep the retail costs |
| new within the optics community. About the only | | | | of their products at a very attractive level. |
| optics company that still makes some of it's | | | | From a scope product standpoint, Mueller has a |
| products within the U.S. is Burris Optics. What | | | | scope offering for just about everyone (even |
| seems to set Mueller apart from the rest of their | | | | bowhunters). Mueller has scopes that are designed |
| competition is how they utilize these parts. Rather | | | | for archery, big game, illuminated models, turkey, |
| than outsource everything to one country, Mueller | | | | tactical applications, varmint shooting, rimfires, |
| took a different approach. They searched long | | | | blackpowder, and nearly any other type of |
| and hard for various vendors through the world | | | | shooting you can imagine. Their most popular |
| that manufactured specific optical parts and | | | | models seem to be the APV 4.5 X 14 and the |
| selected the best that they could find. Each | | | | Mueller Eradicator 8.5 X 25. These two have |
| vendor that they use produces a specific item or | | | | gained quite a following amongst varmint hunters |
| part that is then shipped to an overseas plant and | | | | and big game hunters. On a personal level, I have |
| meticulously assembled. The result is a high quality | | | | the APV 4.5 X 14 model and have to say that it |
| product built with exacting tolerances. So much | | | | comes very close to competing with one of my |
| so, that Mueller optics offers a lifetime warranty | | | | Nikon scopes and my Burris Black Diamond scope |
| on nearly every item they produce. | | | | at more than half the cost. |
| The second unique strategy that Mueller employs | | | | Although this may be the first time that you've |
| is done through their advertising (or should I say | | | | ever heard of Mueller optics, I doubt it will be the |
| lack of advertising). Quite simply, Mueller spends | | | | last if you are an active shooter or hunter. If you |
| very little money on advertising compared to | | | | happen to be in the market for a new rifle scope, |
| most sports based optical companies. Next time | | | | or are just looking to upgrade, you might want to |
| you visit your doctor or dentist, take a moment | | | | take a look at a Mueller. |