Meet Our Dealers – in focus

Meet Our Dealers – in focus

November 02, 2015 , oddny.edwards

infocus logo

in focus is a company that specialises in helping birdwatchers get the best optical performance for their needs and a strong commitment to conservation.  Working in collaboration with the Wildfowl & Wetlands Trust (WWT) as their Approved Optics Partner they have developed stores at some of the most stunning birdwatching locations in the UK and have donated over £1,000,000 to conservation projects, with particular focus on the critically endangered White-Shouldered Ibis as the Birdlife International Species Champion.

The White-Shouldered Ibis can be found in Cambodia, Vietnam, Laos and East Kalimantan, Indonesia but has an extremely small, declining and severely fragmented population numbering fewer than 250 mature individuals making it Critically Endangered.  This has been driven by deforestation, drainage of wetlands, hunting and disturbance.  Click Here to find out more about the White-Souldered ibis. To learn further about how in focus are helping, click here 

White-shouldered Ibis

The white shoulder Ibis 

There are currently seven in focus shops in the UK, all of which carry an excellent stock of all the best in optical equipment for birdwatchers and naturalists with opportunities to try the product in the field for a true test of the different options to find the product suits your individual needs.

Arguably their best known store is at the Anglian Water Birdwatching Centre at Egleton, the home of the British Birdfair of which in focus are a Main Sponsor. From the store there are stunning views of the Rutland Water Nature Reserve making this the ideal situation from which to test binoculars and telescopes. During spring and summer there are regular sightings of Ospreys and in the winter there are huge concentrations of wildfowl just in front of the store.

The Norfolk Shop in Titchwell is near Holme Dunes Nature Reserve and offers unparalleled viewing facilities across the marsh and out to sea with sightings of Spoonbills, Black Tailed Godwits and the odd Red-Necked Phalarope.  It’s not just great for wildfowl, but also raptors such as Red Kite, Hobby, Sparrowhawk, Kestrel, Buzzard and the odd sighting of Peregrine!

Red Kite

Even in London, in focus boasts spectacular locations such as the store at the London Wetland Centre with stunning views over the lake to see an immense amount of birdlife within easy reach of the city centre!  At the London Wetland Centre it’s possible to see Bittern, Little Egret, Hobby, Kestrel, Buzzard, Ruff, Green Sandpiper and many more.

All of the stores pride themselves on offering good sound advice for the novice and expert alike.  There’s no sales commission so you can be confident that the store staff are there to ensure you get the right product for your needs.  To make it the best possible experience, they always offer a friendly welcome and an excellent after sales service.  Click Here for more information on the stores or to see if there’s a store near you.

In addition, in focus offers Field Sales Events across the country to allow birdwatchers and naturalists who aren’t near a store the opportunity to try different products.  in focus does this by taking their range to sites around the country like Arundel WWT in West Sussex, Ashington WWT Trust in Co Durham and Caerlaverock WWT in Dumfries and Galloway (amongst many others!) so more people can benefit from their expert advice and try the products in a real life test.

Vanguard are proud to be part of this successful business and in focus have a wide range of Vanguard binoculars that you can try before you buy, including the Endeavor ED II with incredible clarity due to the Japanese HOYA ED Glass!


For more information on in focus why not visit:




For more information on Wildfowl & Wetlands Trust why not visit:





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