­The airsoft community is getting the attention it deserves, albeit slowly, but is indeed a welcome development. We may not all have real world tactical experience as compared to servicemen, but we do have the purchasing power to afford what has always been limited to military and law enforcement organisations. The first to realise these are the frontline sellers, the tactical and outdoors stores which find that airsoft requirements are similar to what their other customers require.

Intelligent Armour Limited is one of them. Being our latest partner and supporting our efforts at promoting airsoft news and information, they are also not only a retail store, they belong to a group called Intelligent Holdings which provides various services to governments and private groups. So when talking to Intelligent Armour, please do realise that these people know what they are talking about when recommending a product to you.

We let Alex Bomberg, the group CEO, to tell you more about what they do.

Intelligent Armour is part of Intelligent (UK Holdings) Limited. Can you explain to us more about the Holding Company and what's the role that Intelligent Armour as part of the group?

Intelligent (UK Holdings) Limited was set up to manage the group of companies that have developed from the International Intelligence Limited.  International Intelligence Limited was incorporated in 2002, employs former Military Intelligence, Special Forces, Police and British Intelligence personnel to provide intelligence and PMC services world wide. Intelligent Armour Limited developed from International Intelligence Limited as both we and our client needed tactical products and body armour.

The group, Intelligent (UK Holdings) Limited is totally self sufficient, in that it can operate worldwide for clients and not require outside support equipment, logistics, intelligence or protection from any other company.

Why did Intelligent (UK Holdings) Limited start Intelligent Armour, given that other businesses under the Holding Company are more into the security, intelligence, and protection services?

The clients of the other companies in the Group, as well as the other companies in the group require tactical products and body armour.

Are most of the people running the company from the British Armed Forces?

Yes, I am the owner and Group CEO is a former member of the Glosters/RGBW (and was an Aide to the British Royal Family at KensingtonPalace).  Other senior managers include Virginie Roux, who is fluent in English, French and Spanish and in charge of International sales.  We also have former Lt. Comdr from the Danish Commando; Line Whitfield; who is fluent in English, Danish, and Norwegian. Behind the scenes, we have a former WO2 from the SAS who advises us on tactical gear and Research and Development.

Is the business mainly into retail of tactical products, or you also fulfilling government contracts such as supplying armed forces in the UK and other countries?

Intelligent Armour Limited holds a number of government contracts for different units worldwide, including specialist military and police units.  We do great deals for teams and bulk orders.

(One of the companies within the group holds two UN contracts)

How is Intelligent Armour run?

At Intelligent Armour Limited, we see the world as a market place; we ship to over 30 different countries each month.  We carry out price checks on a weekly basis to enable us to compete.  The military products market as a whole is very out dated in its approach.  Intelligent Armour Limited aims for aggressive pricing, clean and clear website style and overall, high quality of service to our clients; with a professional approach, we aim to be one of Europe’s leading on-line stores within the next year.

What made you start looking into the Airsoft market apart from the law enforcement and military markets?

The Airsoft market is not too far removed from the worldwide military or law enforcement markets.  Airsofters demand high quality equipment, as used by those in the military. The market is really one and the same.

Further to this, tactical stores that ignore the Airsoft market, and many do, are missing out.

Are there differences in buying habits between Airsoft players and real deal operators or security/military personnel?

Airsofters do tend to have more money; most professionals (military, police and security) are issued many items of kit, therefore don’t have to purchase; and only tend to buy because they want, not need kit.

What are you best sellers and your recommendations to our readers when visiting your website to look into products to purchase?

Many of our best sellers are our Oakley products; Oakley Sunglasses with ballistic protection for example.  Not the normal M-Frame shooting type, but the Flak Jacket and Half Jacket models.  Oakley gloves are the best value for money out of our whole glove selection – when they are in stock!  Oakley are having a few issues with these at present, and we have 500 pairs on order!

If Lowa Boots are your thing, ours are among the cheapest in Europe!  Great value and great craftsmanship.

One great find of ours, is a Swedish brand called Fjallraven.  Fjallraven are an outdoor brand; but we have started selling selected products in Khaki etc to specialist units.  Fjallraven is very, very high quality, made in Sweden and not by little children with bleeding fingers like other brands.

Are you in any way an exclusive distributor of any of the brands that you carry?

No, however, our prices and service is more competitive than other brands. Also, you can email or telephone in a English, French or Spanish and your order will be dealt with professionally.

What are your plans in the future? Will you be looking into actual Airsoft guns sales or will you just stick to tactical products?

We are always on the look-out for new and exciting products; if it’s not out there, we try to manufacture our own; such as our Dyneema Body Armour; or our new Tactical Molle Dyneema Body Armour. We plan next year to manufacture more of our own products, gloves, knee pads, molle pouches etc.

If some Airsoft players would like to drop by and see your items first hand, is there a showroom that they can visit?

If anyone wishes to drop in to our showroom, they are welcome, will be greeted by a chocolate lab who will first inspect any visitors; then they will be made welcome with a warm drink of choice before they see our wears!

If anyone does want to pop in, feel free, you don’t have to buy; just come meet us and tell us about what kit interests you – are we missing any great brands??

Intelligent Armour Limited are located 1 mile from Junction 13 of the M5 (Stroud). To find us with ease, type “Intelligent Armour Limited” into Google maps, and all will be made simple.

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