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Established in Johannesburg in 1987, Lite Optec is an OMNI-CHANNEL SALES, MARKETING & DISTRIBUTION company to the Southern African market. In 2015 we spread our wings to Dubai where Ramrod Outdoor began servicing the 6 countries of the Gulf Cooperation Council.

Since the beginning we have exclusively distributed world class brands such as Maglite (32 years), Gerber (30 years) and Spyderco (28 years). Over the years our brand portfolio has substantially grown to include many more premium brands that we are passionate about.

Over the years, we have continuously evolved and adapted to the markets we service, but some things have always remained the same…

We have always taken pride in OUR CORE VALUES, which are our passion, our commitment and our integrity. We are committed to continuously providing superior quality brands and products along with exceptional service to our customers. Our most valuable assets have and always will be our people and their dedication & commitment to what we stand for.

OUR VISION is to continue to grow a world class sales, marketing & distribution business providing exceptional service levels to multiple channels.

It has always been OUR MISSION to provide world class premium brands and superior service to every customer, assisting them in their own success.

We are passionate about only selling products we truly believe in and we are proud to manage and exclusively distribute our world class brands in multiple channels; 

  • Big Box Retail
  • Independent Retail
  • E-commerce
  • Promotional
  • Specialist Retail
  • Professional/Industry
  • B2B
  • Co-Op

The markets that we currently cater to include; 

  • Outdoor
  • Sporting
  • Hunting
  • DIY/Hardware
  • Fishing
  • Online
  • Homeware
  • Photographic
  • Promotional
  • Industry

Under the expert management of our Senior Sales Managers and dedicated Brand Managers, our sales are regionally handled by our extensive internal and external sales force of 12 Area Mangers and Representatives in Sub Saharan Africa and 3 Sales Representatives in the GCC region.

Our entire operation comprises of 58 full time employees in Johannesburg and 8 full time employees in Dubai, all proudly and passionately overseen by our Managing Director, Aidan Romanis (17 years industry experience).

For over 32 years, we have worked hand in hand with the brand principles that we represent and our customers to provide our local markets with premium products from across the globe. We value the industry trust and respect that we have worked tirelessly to earn since 1987 and are committed to growing and always striving to be better than ever.