Steiner Optik is shifting its headquarters for North America, effective Aug. 1, to the Burris Company Inc., in Greeley, Colo.

Burris will oversee sales and marketing of the Steiner line to all current sales channels in the U.S., including law enforcement, marine, hunting, birding, outdoor, military, cataloguers and online sales.

The move will allow Steiner access to a larger, more structured organization to expand its distribution and customer service capabilities.

To support this effort, Steiner has recruited personnel from Europe and key staff members from its current distributor, Pioneer Research. The new organization will work closely with Steiner in Germany to better serve markets and customers, according to the company.

"The work of 28 years with Pioneer Research in the U.S. was outstanding and productive," says Robert Eckert, Steiner's managing director. "Together with Pioneer, we established the Steiner brand in the United States and we will ensure our dealers and customers have a smooth and seamless transition."

Steiner is headquartered in Bayreuth, Germany.