Siemers Named New General Manager For Steiner & Burris

Greeley, Colo (March 31, 2010) — Robert J. Siemers has been named the new General Manager for the Burris Company, Inc. in Greeley, Colo. Siemers will be responsible for managing all aspects of the Burris operation which includes production, sales, marketing and distribution of Burris riflescopes and Steiner binoculars in the U.S.

Siemers has 25 years of experience with premium brand optics having served in key management positions at Carl Zeiss Sports Optics. During his tenure with Zeiss, he served as president of the company, vice president of business development and vice president of sales and marketing. In addition to successfully managing sales, marketing and new product development, he was responsible for the development of new optics innovations in the sport optics market.

In his new position, one of the main goals is to grow the Burris and Steiner brands in the U.S.

"Working with Burris and Steiner is a great honor and I am looking forward to growing two well-known and high-quality brands in the U.S. market," said Siemers.

Robert Eckert, CEO of Steiner Germany, said, "We are extremely proud to have Robert Siemers on board. He is well-respected in the sporting and hunting industries. He is extremely knowledgeable in every aspect of running a company, especially in the sport optics business, and he has a great passion for the outdoors."

Siemers holds a degree in Technical and Mechanical Engineering from a Technical College in the Netherlands. He has continued post graduate studies of Business Administration at the University of Rotterdam, the Massachusetts Institute of Technology and Columbia University in New York, as well as Financial Management at the University of Chicago.

A native of the Netherlands, Siemers speaks English, German and Dutch, but is a long time resident of the United States. He will relocate to Greeley, Colo., in early 2011.

Burris has been located in northern Colorado for nearly 40 years. Last August, Steiner shifted its headquarters for North America from Moorestown, N.J., to the Burris operation in Greeley. Both companies are part of the Beretta Holding S.p.A.

Burris Company Inc.

Burris Company, headquartered in Greeley, Colo., is a leading North American manufacturer of riflescopes serving the needs of avid hunters, shooters and sportsmen. To see the complete line of Burris products, visit www.burrisoptics.com.

Steiner Optik GmbH

For over 60 years, Steiner Optik, Bayreuth, Germany, has been the largest, dedicated manufacturer of high quality binoculars for commercial markets like hunting, outdoor, marine birding and for the military/law enforcement markets. Steiner has an extensive worldwide distribution network, servicing customers in over 70 countries. For more information, visit www.steiner-binoculars.com.