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ONLINE PRI SHOP – AMMO COMPANY – ‘FUSILIERS DIRECT’
IP: 86.153.62.172


In early 2016 AMMO Company will open an online Regimental PRI shop and be the only official distributor of Fusilier uniforms and accessories and Regimental items in general. The site will be called FUSILIERS DIRECT and will, in effect, replace the need for Battalions and sub-units to run their own PRI shops which, over the years and with much tauter establishments, have become an administrative burden. This does not mean that units cannot continue to run PRI shops, but should they choose to do so then AMMO Company is to be their point of contact for all purchases. That said, however, one of the aims of this partnership is to negate the need to run a PRI shop and to purchase all products online (as the majority of us now do anyway).

AMMO is based in Birmingham and is a leading MoD contractor and supplier of uniforms and accessories. They supplied our great-great-great grandparents with metal cap badges over 150 years ago. They are no strangers to the military, its customs and its culture. AMMO Company will run FUSILIERS DIRECT on the day-to-day basis, as they already do for other regiments but will be managed by a joint AMMO and RHQ RRF management team who will make sure that what is on offer is relevant to all Fusiliers, of all ranks. Units and personnel will also have the opportunity to recommend product lines and produce ideas for completely new products. The bottom line is that FUSILIERS DIRECT is owned and directed by us, the Regiment and enabled by AMMO Company.

The profit share of sales will be redirected by RHQ back to units and organisations on a ‘need’ basis similar to how the Fusilier Fund operates.

Further details will be published later in the year. At this stage I want everyone to understand the intent to establish a single online PRI shop and for AMMO Company to be accepted as the sole distributor for PRI type items for the Regiment. AHQs are to brief all affiliated Cadet units and our Museums and while they cannot be directed to use AMMO Company the cost effective benefits of a single supplier are obvious. Similarly, the Association is to be encouraged to embrace FUSILIERS DIRECT and AMMO Company as being a partner of the Fusilier family and to support the new system accordingly.

Brigadier (Retd) I R Liles OBE

Regimental Secretary



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