Many Americans, hunters included, are doing a lot of online shopping these days. You can order just about anything and have it sent directly to your door, from groceries to furniture to auto parts. It’s convenient, for sure, but there are some items you just want to try before you buy, especially if the financial investment is significant.

Hunting optics certainly fall into that category. When you’re buying binoculars or a scope, unless you’re already well acquainted with a specific brand, you’ll want to walk into a store and handle the optics, looking through different lenses and determining which will best suit your needs. You’ll probably want to ask the knowledgeable sales associate at the counter some questions about models that have similar features.

This goes double for smart optics, where the technology is ever-improving and might be new to you. If you’re in the market for a thermal or night-vision optic, especially if it’s your first foray into smart optics and you’re not sure what fits your needs best, you would benefit from handling different models and comparing features in-person. Unfortunately, most sporting goods stores have been somewhat slow to stock smart optics, and you might be lucky if your local store has a single, dusty thermal scope in a corner somewhere. It’s generally been online-shopping-only for thermal and night-vision buyers.

Until now, that is. American Technology Network (ATN) has just opened its first retail store — the first of its kind where an optics company is selling direct to consumers, as far as we know. "The new store is a continuation of ATN’s mission to bring feature-rich smart optics to the market. Innovation is central to ATN, and this new step allows the company to deliver the highest quality products to its customers in person," says Marc Vayn, founder and chairman of ATN.

The 1,300-square-foot store stocks the company’s entire assortment of Smart HD products, along with a selection of night-vision optics and products in Mossy Oak camo patterns. The well-trained sales staff understands the products and the technology and can help you settle on the optic or optics that are just right for your situation and budget. Think of it like an Apple Store for hunters!

When deciding where to open a store like this, ATN came to the conclusion that there was one logical choice: Texas, of course, which is home to more than 1.12 million hunting license holders. On top of that, Texas is hog-hunting central, and night-hunting for hogs and other predators is more common there than almost anywhere else. ATN has located the store just outside of Dallas, a short five-minute drive from the Dallas-Fort Worth airport. Got a long layover? Grab an Uber to the Grapevine Mills Premium Mall and visit the ATN store.

ATN is on a mission to revolutionize the industry, leveraging innovation and expertise to offer customers class-leading tech in scopes, goggles, binoculars, monoculars and rangefinders with Smart HD Optics, Ultra HD 4k sensors, night-vision, and thermal imaging. It’s paid off, as the company has grown rapidly. Part of the reason is the uptick in hunters looking for these products.

“Feral hog numbers have exploded in the South,” says ATN’s Steve Lemenov. “Coyote hunting has fueled growth, too, plus we offer great products with good features at a very competitive price, putting pressure on our competitors, who come in at a higher price point. As shooters want to shoot and hunt more, if you’re working during the daytime, you can always put in a few hours hunting hogs or coyotes during the night while your family is sleeping. ATN offers the best bang for your buck for the audience who is looking to get into this niche.

“Our technology speaks for itself,” he continues. “We attribute a big portion of the adoption of the tech to the ease of use and the reliability and quality of products. Customers gravitate to it, and there’s a good value for what they get at the price point.”

The new store is another step in ATN’s mission to bring feature-rich riflescopes to the market. The company is already seeing promising traffic and sell-through following the store’s soft opening and a Grand Opening on Monday, August 23. With hunting seasons and the holiday shopping season fast approaching, the timing couldn’t be better.

If you’d like to get your hands on some of the industry’s best thermal and night-vision optics, including the X-Sight, the OTS LT or the new OTS 4T, plan a visit to the retail store next time you’re in the Dallas area, and see for yourself how a new smart optic can change your hunting.