TiQ: Primary Arms is really leading the way in quality affordable optics right now. Where did Primary Arms begin with optics?
PA: “Marshall Lerner, our owner and CEO, is a huge AR15.com fan. There was a lot of discussion there in the mid-2000s about red dot prices and the lack of a quality but affordable option. You had top of the line stuff at $500+, and then you had eBay knockoffs and not much in between. People wanted something that you could put on a .308 or a 12 gauge and it wouldn’t just give up; it would serve for years, supported by a US company and affordable. That was the idea that started it all. Marshall started running Primary Arms out the back of a barbershop as a part time venture, with a focus on really strong customer service, and it grew from there. Now we have over 5,000 products ready to ship from our warehouse in Houston, and we don’t drop ship; if it shows “in stock” that means we have it physically here. The company has grown like crazy, but Marshall still lurks on the industry forums regularly, answering questions and helping with customer service. I think Primary Arms is one of the only companies in the optics business where you can post a question online and there’s a good chance the CEO of the company will be the one answering. That’s how much customer service means to him.
