Who we are
"We have never understood Bowland as a business with a final goal. It has always been an instrument — a tool that has shaped the way we see, understand, and connect with hunting. In the beginning, as bowhunters, our only objective was to bring into our market products and brands that were, at the time, difficult to find in Spain. But over time, our vision of hunting changed: new dreams, different landscapes, and a broader perspective… and, almost without realizing it, Bowland evolved in that same direction."
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Our Story
Bowland was founded in 2010 as a meeting point for the small community of bowhunters in central Spain. And for many years, that is exactly what it became — a true reference for hunting and archery enthusiasts in Madrid and the surrounding areas.
But Bowland has always been closely tied to the restless and nonconformist spirit of its founders. Their vision of hunting, along with their own personal evolution as hunters, has played a decisive role in shaping the development of the company.
“As hunters, we have never had clearly defined goals. Sometimes I think photography or the mountains are our true passions, yet hunting continues to give us the opportunity to build a special relationship with nature — to travel, to face new challenges, and above all, to walk through landscapes that stay with you for a lifetime.
We seek experiences. We enjoy the process… Hunting is like a great prism that helps you see nature in a different way. Ultimately, I believe we are searching for something that defines us beyond our everyday lives.”
And so, Bowland set a new course with a renewed purpose: to help customers make their hunting experience more enjoyable — to face new challenges, to go further, and ultimately, to enjoy the process more.
“Ultimately, the tool you use to harvest an animal does not define a more pleasant or fulfilling hunting experience. Your gear, however, is everything: staying dry when crossing a storm; remaining warm after a long ascent; eating and sleeping well; carrying your equipment comfortably; descending a mountain safely; staying warm while waiting in the snow… Your gear is truly the only guarantee you have to face a hunting day successfully.”
This marked the beginning of a long journey in search of international brands and manufacturers capable of offering real solutions to Spanish hunters. Gradually, Bowland once again became a reference point for a community of hunters passionate about bowhunting, expeditions, mountain hunting, and long waits in harsh conditions.
“But throughout all this time, we always had a reference — an inspiration. Like that heavy-horned ram you once spotted, the one that makes you climb the mountain again and again hoping to see him once more… someone we identified with, someone capable of making you dream or reflect on what you’re doing and how you’re doing it.”
Then, in 2015, Sitka Gear arrived in Europe — and the Bowland team was there, eager to offer their customers what they believed to be the finest hunting apparel brand in the world.
First as a retailer, and later as a distributor, Bowland began bringing Sitka Gear to Spain and eventually across Europe.
“No matter what solutions you try to offer your customers, if you know there is something better on the market than what you provide, that is the worst feeling. That’s why beginning to work with Sitka Gear was so special… Suddenly, we found ourselves traveling across Europe, doing what we love most — meeting hunters, helping them, and offering solutions in every country. Looking back now, starting to distribute Sitka Gear in Europe was crazy — wonderfully crazy. Everything changed. Fortunately, we were able to surround ourselves with an incredible team that makes this ambitious project possible.”
From retailer to exclusive distributor of Sitka Gear across Europe, the Bowland team may not know whether this is the beginning or the end of the road — but they are certain that this journey has been more rewarding and motivating than they ever imagined.
Bowland Cofounders
