Ci Distribution has announced a new partnership with GUNNAR Optiks, a global leader in performance eyewear, bringing a unique and growing category to its reseller network across gaming, workplace and defence markets. VIEW GUNNAR
The partnership reflects Ci Distribution’s continued focus on identifying emerging, solution-led opportunities that enable resellers to diversify, add value and increase revenue across multiple verticals. With established routes to market across commercial, gaming and defence sectors, GUNNAR represents a natural extension of the environments Ci Distribution already supports.
Performance Eyewear Built for Modern Environments
As screen usage continues to rise across workplaces, control rooms, field operations and gaming setups, digital eye strain has become an increasingly important challenge. GUNNAR has established itself as a leader in this space, developing patented lens technology designed to enhance visual performance, reduce fatigue and improve comfort during prolonged screen use.
Rather than simply blocking blue light, GUNNAR lenses are engineered to rebalance the light spectrum, improving contrast and clarity, while anti-reflective coatings and ergonomic design support users operating in demanding, screen-intensive environments.
Gaming: Authentic Partnerships with Global IP
Within gaming, GUNNAR has built strong relationships with leading studios, developing officially licensed eyewear collections aligned to major titles including Fallout, Call of Duty, Cyberpunk, The Witcher and Valorant.
These collections are created in direct partnership with the studios, ensuring each product reflects the identity and aesthetic of the game itself. This is not “inspired by” design — it is officially licensed IP, designed to resonate with esports professionals, streamers and gaming communities where both performance and style are critical.
Defence and Public Sector: Performance Where It Matters Most
Alongside its presence in gaming and commercial environments, GUNNAR also supports defence, government and public sector applications, where users often operate in high-pressure, screen-reliant roles.
From control rooms and command centres to field-based operations, maintaining visual clarity and reducing fatigue is critical to performance. GUNNAR’s technology supports this by improving contrast, reducing glare and enabling sustained focus over extended periods.
With Ci Distribution’s established presence in defence and rugged mobility channels, this creates a strong opportunity for partners to introduce a proven, performance-led solution into environments where reliability and user effectiveness are essential.
Driving Value Across the Channel
GUNNAR provides a highly complementary addition to existing reseller solutions, aligning naturally with displays, workstations, gaming setups and rugged deployments.
This enables partners to extend existing deals, increase average order value and introduce new conversations around wellbeing, performance and user experience across both commercial and specialist sectors.
A Strategic Fit for the Channel
Jon Atherton, Group Sales Director at Ci Distribution, commented:
“GUNNAR is a fantastic addition to our portfolio because it brings something genuinely different to the channel. It’s not just an accessory — it’s a performance and wellbeing solution that fits naturally alongside the devices and environments our resellers are already delivering.
What makes this partnership particularly exciting is the breadth of opportunity. From gaming and creative industries through to corporate workplaces and even defence, GUNNAR allows our partners to open new conversations, add value to existing deals and ultimately drive additional revenue across their customer base.”
Joe Croft, CEO at GUNNAR added:
“It’s fantastic to have Ci Distribution onboard as a GUNNAR Optiks distributor. With their reach into gaming, retail, B2B and military markets, they are a perfect fit to drive the brand forward within the UK.”
Enabling Resellers to Do More
This partnership reinforces Ci Distribution’s commitment to enabling resellers with solution-led opportunities. With GUNNAR, partners can position performance eyewear across gaming, workplace and defence environments, supported by Ci Distribution’s marketing and sales enablement.
