There are some that you will see most users saying to avoid due to use of non spec parts and/or absence of tube data sheet, etc.
There are some new companies that by their own statements have only been around for 1-2 years but call themselves "industry leaders"- not sure how the hell you become an "industry leader" the first year your open? But hey that's marketing right?
Look for companies that have real longevity in the business, 10 years, 20, 30, etc. And yes, companies have sold night vision for that long. Night vision sales "exploded" in the last few years but they have been going on long before that.
I would personally look for places that actually advertise a telephone number and actually answer their phones. Can't tell you how many times I've talked to people who were irate that they couldn't get so and so on the phone or had 47 unanswered emails from such and such, etc.
Lots of good site advertisers here, many start with them as a way to help support the forums here at Arfcom also.