June 25, 2009 (Harrietta, MI) - Consumer-direct sporting optics are now a reality with the launch of CLEARIDGE Optics' new website, www.clearidgeoptics.com, with a shopping cart for direct purchases from the company. Clearidge, a Michigan-based company, is the first consumer-direct optics brand in the country, selling its superior quality, Japanese-made riflescopes online and by phone order.

Clearidge scopes are comparable to well-known brands that are sold through the industry's traditional distribution system. With direct-to-consumer sales at the Clearidge website, www.clearidgeoptics.com, consumers can shop 24/7 without having to search for a stocking dealer for the scopes they want. Shoppers can also order by calling the company's toll-free number. Because they buy directly from the importer, scope-buyers also save significantly on prices.

The new website provides an abundance of specifications and technical information to assist shooters in choosing the right scope. Further, the shopping cart and check-out process are simple and straight-forward. The purchaser can choose shipping method and see shipping cost before submitting the order. "Our first mission is to offer riflescopes that perform when it counts and meet our own high standards as shooters and hunters" said Jon Jackoviak, president of Clearidge Optics. "However, we believe it shouldn't be so difficult to find the scope you want or so expensive to buy it. Selling Clearidge scopes directly to the public satisfies both those needs."

Clearidge promises fast shipping on all scope orders. Most orders are shipped the same day the order is placed. International orders are also welcomed, subject to any requirements of the destination country.

The Clearidge brand offers three scope series:

Clearidge Ultra XP5 Riflescopes - These are among the most versatile scopes on the market, with a 5X magnification ratio that allows close-quarter target acquisition, long-range tactical shooting, and everything in between. Among their features are a rugged 30mm tube, side focus, resettable target-style knobs, and fully multicoated lenses. Two configurations are offered: 2.5-12.5x42mm and 4.5-22.5x50mm. Reticle choices include Duplex, Mil Dot, and German #4.

Clearidge Ultra XP Long-Range Riflescopes - For target shooters and varmint hunters, the Ultra XP scopes have target-style windage and elevation knobs, fast-focus eyepieces, and adjustable objective lenses that focus down to 15 yards. They have one-inch tubes and come in a choice of Duplex or Mil Dot reticles. Configurations are 4.5-14x40mm and 6-20x40mm.

Clearidge Ultra RM Rimfire Scopes - Small-game hunters and closer-range target shooters have their own Clearidge scopes, too, with the 3-9x32mm Ultra RM rimfire scope. It has all the features of a big-bore scope - adjustable objective lens, finger-adjustable windage and elevation knobs, fully multicoated lenses, and one-inch tube, plus a choice of Duplex, Duplex Dot, or Fine Crosshair reticles. It also comes in a choice of black matte, black gloss, or silver finish. (A Guns and Shooting Online review of a Clearidge rimfire scope is in progress and will be found on the Product Review Page. -Ed.)

All Clearidge scopes come with a lifetime warranty. For more information or to purchase Clearidge scopes, visit the Clearidge website or call toll-free 877-389-2252.