FLY FISHING 20 pages ges of analysis, g y ews and trends SPECIAL ISSUE interviews September 2010 Issue 32
AN FORBES DP N T E R W O O T D E L S D MAI 34 U ,0 SES 11 S CTS E BUSIN IDESTT OUR W YE REACH
Essential reading for buyers in the tackle trade Now online at angling-international.com
AN FOR BES DP N T E R W O T D O E L I A S M D 4 3 0 , U 11SINESSES CTS BU
ASA RALLIES The new w campaign g to THE US TRADE keep America merica fi fishing shing p2 p 25 p25 September 2010 Issue 32
IDESTT OUR W YE REACH
Essential reading for buyers in the tackle trade Now online at angling-international.com
EUROPEAN TRADE NEWS
Carp Zoom launches new hardware range g pp18
IS FLY SECTOR BOUNCING BACK? Key industry figures reveal their renewed optimism ahead of Denver.
New deal strengthens Zebco “I feel great about the show” in Scandinavia p21 Show Director Randi Swisher prepares for the new IFTD p6 Ockert launches into South African market p8 Angler Pro appointed by American Tackle in Europe p10 ANSPO adds new consumer area to show p16
“This is the best rod ever. Period.” Steve Rajeff on the G.Loomis NRX p46 “This has been our best year for rod sales.” Snowbee’s Simon Kidd on his company’s rise p46 “We’re maintaining our sales worldwide.” Jeff Wieringa on Scientific Anglers’ launch strategy p41
PLUS WHY SINTRIX REALLY
MATTERS FOR THE FLY MARKET
SEPTEMBER 2010
Benvenuto,Bienvenida Bienvenue,Willkommen Welcome to Angling International’s Fly Fishing Special. It’s been fascinating talking to so many people from the fly sector around the world and getting their different takes on a unique part of the tackle trade. It’s fair to say that they’ve had it tougher than most – and yet I was interested to sense a new dawn emerging among the fly fraternity. Hardy and Greys, with Sintrix, and G.Loomis, with NRX, are generating real excitement and expectation with talk of the “best rods they have ever made” and it will be intriguing to see how this impacts on the industry – and not just the fly sector – in the coming months and years. Imago too, are bringing something fresh to the market with an exciting brand proposition aimed at free-spirited fly fishermen, while Scientific Anglers continues to take its Sharkskin line technology to new levels. It’s timely then that AFFTA is also stepping into new territory with its first International Fly Tackle Dealer Show, risen from the ashes of the old FFR and scheduled for Denver in September. New Show Director Randi Swisher has ripped up the old rule
book in an attempt to provide something new, different and better to entice dealers and we wish him well. Fly fishing needs its own show it will be great if the industry body can build and sustain an event worthy of it. The organisers expected some negativity – and they weren’t wrong. But Angling International urges dealers to go along in their numbers and give the show a chance. Only by doing that will AFFTA be able to build a better show next year, something they are committed to doing. All these topics and more are covered in this packed issue and we’ll have lots more industry insight for you next month, including our preview to the CGC Expo in Weihai, China. If you want to know more about the editorial and advertising opportunities around our CGC preview please contact our Commercial Director Lucie Henton.
Mel Bagnall mel@angling-international.com
Meet the makers of Angling International...
MEL BAGNALL, PUBLISHING EDITOR Mel’s vast experience in the angling industry includes six years as the publisher of UK company Emap’s angling business. He began his career on Angling Times where he was reporter, feature writer, sub editor and news editor, and was also assistant editor of Sea Angler. He has worked in magazines for more than 36 years.
ROB CARTER, EDITORIAL DIRECTOR Rob began his career writing for and editing specialist consumer magazines in the UK (including Match football magazine, Fore! golf magazine and Trout Fisherman) before being appointed editor-inchief of Emap’s contractpublishing department.He is a founder director of Top Corner, the publishers of Angling International.
KEELY DOCHERTY-LEE, ART DIRECTOR As Top Corner’s art director and co-founder, Keely has 15 years’ design experience, and a proven track record of producing successful ad campaigns, brochures and direct mail. She has worked with many angling clients and today leads the design team on Angling International, managing the editorial production of each issue.
LUCIE HENTON, INTERNATIONAL COMMERCIAL DIRECTOR Lucie can call upon seven years’ experience of delivering commercial solutions for angling clients. Czech-born, she is also familiar with other eastern European languages. Call her to discuss your advertising needs and to find out ways to promote your products in the magazine.
MAGAZINE CREDITS Angling International magazine is published by Top Corner Editorial and Design Limited. 4 Milnyard Square, Bakewell Road, Orton Southgate, Peterborough Cambridgeshire, United Kingdom, PE2 6GX • International Commercial Director: Lucie Henton; lucie@angling-international.com; Tel. +44 7825 999230; Fax +44 1225 760249; Skype lpetrickova • Publishing editor: Mel Bagnall; mel@angling-international.com +44 (0)1733 392 977 • Editorial director: Rob Carter; rob@topcornered.co.uk • Art Director: Keely Docherty-Lee; keely@topcornered.co.uk • Designer: Kate Holt; kateholt@atgraphicsuk.com • Database Manager: Graham Goor; grahamgoor@atgraphicsuk.com • Colour reproduction: AT Graphics UK Ltd, Peterborough, Cambs UK • Printed by: Warners Midlands plc, Bourne, Cambs UK • Subscription enquiries: enquiries@angling-international.com
MEMBER
•THANKS THIS ISSUE GO TO: Gary Berlin, Bruno Broughton, Nic Brown, Gavin Burn, Andy Charlton, Terry Clease, Angela Coe, Ryan Colaianni, Graham Goor, Daria Goryainova, Simon Henton, Mary-Ann Hodgskin, Kate Holt, Tom Legge, Chris Leibbrandt, Donna Leonard, Richard Lutticken, Dawn Mercadal, Stanko Popovic, Dr Sabrina Preuss, Christian Rademann, James Robbins, Tim Romano, Heather Sieber, Leslie Vick, Per Westerlund. ● Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.
September 2010 Angling International
5
COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
RANDI SWISHER: IFTD SHOW IS HERETO STAY
O
Angling International found IFTD Show Director Randi Swisher in optimistic mood ahead of the inauguration of his new show. “We are already profitable enough on this show to look forward to next year,” he says.
USA
n th the eve of the he fi first IInternational Fishing Tackle Dealer (IFTD) Show, Director Randi Swisher has reiterated AFFTA’s determination to drive forward with the show in future years. The show has divided opinion among some manufacturers, with major players like Far Bank getting right behind it with all its brands but others such as Simms deciding not to lend their support. However Swisher is in no doubt that AFFTA has made the right decision to go ahead with its own event after the split with previous owners Nielsen Media at the end of last year. “We are very happy we made the decision to launch IFTD,” he told Angling International. “We are proud that we have
6
Randi Swisher: “I feel really great about the show.”
The Colorado Convention Center will stage the show this year, but it will move to the East Coast in 2011.
Angling International September 2010
moved forward with our own trade show. “This is a two to three year building process to get the show to where we want it to be. We are planning next year’s show on the East Coast and this was discussed at the most recent Board meeting. We are already profitable enough on this show to look forward to next year. “I have visited six facilities and I know where I want it to be. We will be able to announce the venue and date very soon now. Whether this year is a home run or a dud, we plan on moving forward next year.” Swisher recognises that there has been, and will be, negativity about what AFFTA is trying to do, but is adamant this will not
cause the Board to swerve from its commitment to provide a show ‘for the industry by the industry.’ “There are definitely a few naysayers out there, no question,” he said. “People predicting the same old thing. But we haven’t let that divert our focus. “Sure, we would like more exhibitors and pre-registered visitor numbers are not as strong as we’d like, but this is the first year and we need to demonstrate that we can produce a fine trade show so that next year even more exhibitors and visitors will want to take part. “I feel really great about the show. As everyone knows the key is to get more retailers to attend and we have tried everything possible po to make this show different and to provide pr reasons for retailers to attend. “We have done an awful lot and provided as much as I think we possibly can to make this th a good experience.” Many of the new introductions to the show format fo were revealed in last month’s Angling In International, but Swisher revealed that a new Guides Gu Lounge has now been introduced, alon along with a social network area where visitors visi can learn more about the value of Twitter Tw and Facebook as marketing tools. Reports that the recent Outdoor Retailer Show Sh (OR) failed to attract core fly fishing exhibitors (which was one of its objectives) ex suggests that it does not represent a threat to su the consolidation of IFTD. Swisher was at OR th and, although impressed by the show, did an not see a single fly rod, reel or line company no am among the exhibitors.
WHEN AND WHERE TO FIND THE SHOW
TM
September 9th to 11th, 2010 Colorado Convention Centre
Opening Hours Thursday 9th: 9am-6pm Friday 10th: 9am-5pm Sat 11th: 9am-4pm
NEW CHAIRMAN FOR AFFTA Jim Klug has been appointed the new Chairman of AFFTA. The founder of Yellow Dog Fishing Adventures succeeds Alan Gnann, of REC Components, and will take up his role after the IFTD show in Denver. Klug is also Executive Producer of Confluence Films, the production
company that counts the fly fishing film ‘Drift’ among its credits, and is an experienced guide. He takes up the reins at a crucial time for the Association, with the inaugral IFTD show taking place in September, owned and organised for the first time by AFFTA.
A full floorplan and a list of the 120 (approx) exhibitors for IFTD 2010 can be found by visiting the official website at www.afftaiftd.com or calling AFFTA on +1 303 604 6132. SELECTED NEW FEATURES Retailers’ Business Village
Where retailers can learn about service providers including insurance, shipping services, store fixture companies, web designers, printers, point-of-sale retail technology and inventory management software.
Profitability Seminar
Aimed at retailers and examining key topics such as store layout, advertising and promotion, return on investment, inventory turns and product mix, seasonality and understanding consumer needs.
New product release and information area
For exhibiting companies to promote and discuss their new products and/or services with retailers, media and visitors. Each exhibitor can sign up for a time slot to introduce new products for the new season.
Small business area
Where small businesses owners can exhibit their unique products and services. A great opportunity to view product from companies that often do not have sales reps.
Conservation zone
Highlighting conservation groups, non-profit organisations and environmental agencies. Providing opportunities to network and discuss topics such as fishery and water issues, education and membership opportunities. July 2010 Angling International
7
COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
Ockert seals South African deal
O
ckert, the German company behind the Sportex rod and Climax line brands, has signed with distributor Henkor to make its products available in South Africa for the first time. Climax is already available in the shops and has been the subject of repeat orders. Sportex will be available by the end of September in time for the South African season. Henkor, a well-established business that also distributes brands including Gardner Tackle, Kryston, Dragon and Gambler Lures, launched Export agent Ted Bamberger Ockert’s products at the recent SAFTAD trade show in played a key role. Ormonde, Johannesburg. Henkor owner Henry de Beer reported receiving orders for both brands. “We remain cautious because we are still at the bottom of the recession and the winter was tough for most dealers with cash flow still a problem, but it was a positive response and a very Henkor’s Henry de Beer is already receiving orders for good sign for the future,” he Ockert brands. told Angling International. “Sportex is well known in Europe but completely unknown in South Africa. But anglers recognise top quality and when they see the products – and with
the outstanding ten-year guarantee, I expect they will buy from the word go. “Brands are not established overnight, especially if you compete in the top end of the market, and we will invest in a lot of advertising, promotion and hard work before Sportex is recognised as the best of the best. With Climax we saw sales straight from the off. For a new brand here, the reaction has been exceptional.” Well known US export agent Ted Bamberger played an important part in the Where the partnership deal, responding to De was discussed: Ockert’s booth at EFTTEX. Beer’s enquiry about carp braid suppliers with a strong recommendation to contact Ockert. “I wasn’t actively looking for mono or rods but immediately saw the potential for both brands,” added de Beer. “In my experience most suppliers consider short-term profit as the priority, but Ockert were more interested in a long-term relationship than a quick payday and that led to a quick agreement.”
SAFTAD sees increase South Africa’s only fishing trade show has reported an increase in both exhibitor and visitor numbers for 2010. The show, organised SAFTAD Chairman John by SAFTAD Pledger: happy with trade (South African show growth. Fishing Tackle Agents and Distributors) attracted 52 exhibiting companies, three more than last year, and increased visitor numbers from 1244 to 1312. “Under the difficult economic circumstances I think this modest increase is extremely acceptable,” SAFTAD Chairman John Pledger told Angling International. “The main thing 8
is that our buyers came to the show with intent. “The football World Cup took a lot of money out of consumers’ pockets in 2010 and affected retailers quite dramatically. With another good year of trading, we can look forward to next year’s show with some optimism. “South Africa has 1200 fishing tackle dealers of all descriptions, including specialist and multi-faceted outdoor shops, so there is scope for growth.” Only those businesses with SA-based distributors are allowed to exhibit at the Jonannesburg show, which was brought forward from August to avoid the Islamic holidays. Next year’s show is scheduled for July 23rd and 24th. Contact jpledger@iafrica.com or Show Secretary Mary-Ann Hodgskin at maryannh@mweb.co.za.
Angling International September 2010
Up until last year, Henkor catered only for the carp angler and carp retailer. The addition of Sportex and Climax, which offer predator and saltwater products in addition to carp, along with other predator ranges recently added to the portfolio, has expanded Henkor’s reach to all retailers throughout South Africa as well as neighbouring countries.
RUSSIAN SHOW PREPARES Some 60,000 visitors are expected to pass through Moscow’s All-Russia Exhibition Centre between September 10th and 13th for the 28th International Hunting and Fishing in Russia show. Dimitry Gorodkov, Deputy Director of the bi-annual show’s organisers, Expodesign, is confident a strong roster of exhibitors, some new initiatives to entertain and educate visitors plus the lack of unwelcome date clashes with other events will combine to make this one the best yet. “Major fishing tackle companies who have confirmed attendance include Normark, Moscanella, Salmo, Balsax, Izumi, Lumicom, Adams, Ecogroup, Viva Fishing, Lotta Group, Mir Rybolova, Serebrjany Ruchey,
Volzhanka and Bely Medved,” said Gorodkov. “New events include a B2B seminar organized by Marubeni Corp, a Best Russian Producer Award section, a conference themed ‘Fishing, using of water and preserving of salmon in Russia’, and a show of clothing and accessories for fishing and hunting. “This year there have been no date clashes with other exhibitions,” he added. Daria Goryainova of SportAkademReklama, a media agency whose clients include fishing tackle companies, said: “We will participate at this exhibition, both exhibiting at a booth and reporting as usual. It’s an important event for all angling industry people.”
COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
Angler Pro appointed to grow American Tackle in Europe
A
merican Tackle, the leading manufacturer of high quality rod components, has joined forces with Sweden-based company Angler Pro to grow its business in Europe. Angler Delighted: Angler Pro MD Pro’s Managing Director Daniel Paluch. Daniel Paluch established his reputation by building the PowerPro line brand in Europe but lost the contract when Innovative Textiles, the owner of PowerPro, was acquired by Shimano in early 2009. American Tackle is well known for its competitively priced titanium guides and believes that its appointment of Angler Pro, plus its average 30-day delivery promise, will give it a huge competitive edge in Europe. The new agreement was announced at the recent ICAST trade show in Las Vegas, where the two companies shared a booth. “We are a US company aiming to extend our business in Europe and we believe having someone on the ground with the necessary experience and expertise is vital,” said American Tackle President Joe Meehan. “Daniel is perfect. He has worked in the European arena for ten years and has successfully pioneered other products there. “He put PowerPro on the map and it was through his efforts that the brand had such success in Europe.
We want him to do the same for us. We have tried other routes and other people without success. We have the confidence he can do that for us while we look after the business in the US.” Paluch, who also has a custom rod building background going back to 1984 in California, has his own warehouse in Sweden and a full range of necessary services. His role will be to identify the best territories and opportunities for American Tackle products. “It’s a fantastic opportunity to work with a brand I have long admired,” said Paluch. “I’m looking forward to establishing American Tackle as a serious European player and growing its market share. Our customers will benefit from the fact that product can be shipped directly from our facility in Korea to their rod factories in China.” American Tackle has a considerable reputation in the components market and counts brands including Orvis, Quantum, Sage, Seeker, Calstar, Scott, Duckett Fishing, Lamiglas and Castaway among its many customers. “We believe our NanoLite guides are superior to SIC, which is the current quality benchmark,” added Meehan. “We use solid titanium frames on our Titan series which are half the weight of stainless steel and maintenance free. They are the best guides in the world, fulfilling everything you want in a ring guide. “American Tackle’s competitive edge is that we can take 100k guides from concept to design, through tooling and assembly to shipping to the customer in less than six weeks – at a fraction of the price of titanium products from Asian sources.”
“We believe having someone on the ground with the necessary expertise and experience is vital.”
10
Angling International September 2010
Right and below: Artus, Typhoon and Virtus are among the leading brands detailed for the European market.
COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
Spro targets ANSPO for product showcase Above and far left: Spro will once again have a large booth at the German show. Left: Hooks and luggage will be just a small part of the offering, which will cover all Spro’s major brands.
V
isitors to September’s ANSPO show in Germany will find no shortage of new products from Spro, the fastgrowing manufacturer and distributor. With brands like Gamakatsu, Strategy, Dynamite Baits and Watersnake/Jarvis in its portfolio – together with its own quality products – the company is confident that retailers won’t be disappointed. Spro, which operates a business in Germany in addition to its Netherlands headquarters, is introducing a completely new series of catfish products under the Big Waller brand that will include rods, lines, rigs and accessories. Also on show in Kassel will be a new range of Trout Master products featuring rods and accessories developed in conjunction with the company’s trout fishing experts. And that’s only the beginning. “Our luggage range is seeing a lot of changes, with new waterproof products for saltwater and predator fishing,” said Senior Manager (Product Development and Sourcing) Pascal Vermeulen. “And under the Strategy brand we have
developed additional Fuzz hooks in fluoro colours, new Fuzz rigs, several high quality Strategy lines and two new carp rod series. “In the popular price segment, retailers will find some very good looking rods and reels under the Boxxer range, along with new rods including the Pikee and Violety specialist spinning rods, new spinning and baitcasting reels, new dropshot lures and soft plastics, such as the Wobshad, new hardbaits and of course new Gamakatsu hooks and jigs. There really are too many to mention here.”
Not surprisingly, Spro has again booked a big open booth to accommodate everything and for the first time will have a significant area for Dynamite Baits, added to its list of partners at the end of last year. The format and frequency of ANSPO has divided the opinion of the European trade in recent years but Spro is in no doubt about the importance of the show, having exhibited there since the company’s formation in 1999. “The show is traditionally the start of the selling season in Germany, when retailers get to see for the first time what all the key wholesalers have developed,” explained Vermeulen. “ANSPO remains very important for our business because it is the big kick-off for other road shows that we have planned throughout Germany. It sets the tone for the rest of the season.” Taking advantage of the show’s fresh format (see page 16) Spro’s experts will be involved in the new Competence Centre and Anglermeile area to talk to consumers and the media about their new products and to answer questions and receive all-important feedback. On stage, Spro will have four speakers: Henk Simonz talking about predator fishing, Berti Bovens explaining feeder fishing techniques, Jan Prizkall covering the new Strategy carp products and Andreas Veltrup sharing his experiences of fishing in Norway.
FAST-TRACK PROJECT EARNS TRIO TOP AWARD IN LAS VEGAS A three-way collaboration beginning in Valencia and ending in Las Vegas resulted in an ICAST New Product Award being celebrated by Ardent, Lamiglas and Fishouflage. The US companies shared the top combo award for the Fishouflage Bass rod and reel. The Ardent reel and Lamiglas rod dressed in Fishouflage pattern captured the imagination of dealers and media alike when votes were cast for the 12
most outstanding products in the show in July. “The idea was born at EFTTEX in Valencia in discussions between myself, John Posey of Lamiglas and Paul Berneggar at Fishouflage,” explained Mike Brooks, CEO of Ardent, the reel and Reel Care range manufacturer. “It took three weeks to execute, which is a credit to everyone involved. It just shows what can be achieved in this busi-
Angling International September 2010
ness and we are delighted that our efforts have been recognised at ICAST.” It was a great show for Ardent in more ways than one, with Brooks having positive meetings with distributors from Argentina, Brazil, Singapore, the Philippines, Taiwan, Australia and Canada during a hectic week of business. For full results of the New Product Showcase turn to page 24.
Mike Brooks of Ardent (right) with Chris Leibbrandt at ICAST.
September 2010 Angling International
13
COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
Rex Nelson: new branding ‘will push TUF-Line to another level’ ®
The new black and yellow logo on the TUF-Line Guides Choice packaging.
14
Angling International September 2010
Western Filament has introduced a new brand identity worldwide. The creator of the well-known TUF-Line brand believes that the launch of a contemporary and consistent look for its product packaging will add further impetus to its growing sales. Western Filament President “European sales volume Rex Nelson: “It was time to continues to grow dramatically, make the change.” so we believe this is a good time to introduce proper brand recognition across all our products,” said President Rex Nelson. “It will help propel us to another level. The predominantly black and yellow branding attracted a good deal of attention at the EFTTEX and ICAST shows, both of which generated lots of new business for 2011.” One of the products subject to the distinctive new branding is the TUF-Leader, a braided stainless steel
leader that “ties like mono” and is, says Western Filament, the first braided tieable stainless leader on the market. Designed for high abrasion conditions, TUF-Leader can be knotted with standard knots rather than traditional crimping techniques associated with stranded wire, say the makers. It was introduced to the market for the first time in Valencia. Also new from Western Filament is TUF-Line Guides Choice Indicator in metered colouring. Guides Choice is an advanced microfilament line with a hollow core design that allows monofilament to be spliced into the braid. Now the extension of the technology already used in its popular XP Indicator brand will enhance its uses
into ‘top shotting’ monofilament or trolling and vertical jigging, techniques where precise determination of depth is necessary. “We initially thought Indicator would be a niche market for us but it has grown hugely to the point where it is close to becoming a million dollar line for us,” said Nelson. “We are seeing an increase in its popularity in the US in particular.” Western Filament Inc is a leading textile manufacturer and as well as specialising in high-performance fishing lines is also a supplier to aerospace companies including Boeing, Lockheed-Martin, NASA, Rolls Royce and Westland Helicopter. For further information visit www.tuf-line.com
Plastica Panaro
Made in Italy
Kamaleont series
Launch for world beater New terminal tackle that could prove to be “as revolutionary as the hair rig” has recently become available in tackle shops. The WeedEffect range comes from UK-based carp company Solar Tackle. It includes ready tied hook rigs, leadcore leaders and different coloured leads and will be marketed worldwide. The long-awaited products have been in development for more than three years, during which time they have been used to catch numerous big fish and were also used by Tom Duncan-Dunlop and Rob Tough to win the World Carp Classic in France last year. “We are confident the WeedEffect range will put more fish on the bank and could possibly be as revolutionary as the hair rig,” said Solar
Tackle owner Martin Locke, who broke the world mirror carp record earlier this year with a fish weighing 94lb from Rainbow Lake in France. Two more products – a hook link material and a You Splice material – will be added to the range later this year. Further details from +44 1689 827 489 or ed@solartackle.co.uk
NEW ROLE FOR FLY SELLER
Former fly shop owner Garry Sandstrom has joined Scientific Anglers to assist with its dealer accounts in Washington and Oregon. Announcing the appointment, National Sales/Key Account Manager Peter Frederixon said: “Having Garry on board is a huge asset for our Mastery Series dealer business as well as our professional dealers in a territory he knows very well. He also has a critical role for new products developed for the Pacific Northwest fisheries. We see him making a big contribution with our focus on spey lines.” Sandstrom’s 28 years in the fly fishing industry include 25 years as owner of the Morning Hatch Fly Shop in Tacoma, Washington, and territory sales representative for the past three years with Lamson/Waterworks and Royal Wulff. He can be reached at +1 243 973 6866 or garryms409@aol.com.
195
1-20 adjustable compartments. The ultimate versatile tackle box with its completely removable dividers. Available in two colors. Dimensions: mm 276x188xh45 -Inch 10.87x7.40x1.77
via Gramsci 438 41054 Marano s/P. MO - Italy tel. +39 059 793340 fax +39 059 705052 export@plasticapanaro.it www.plasticapanaro.it we are looking for U.S. distributors
September 2010 Angling International
15
COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
ANSPO adds new area for consumers
A
NSPO, Germany’s major tackle show scheduled for September 24th to 26th, has been given a completely new look. For the first time the event, organised by German trade organisation the BVA, will incorporate a dealers’ area – Anglermeile – where consumers can buy product. An interactive competence centre where experts representing BVA members will explain products, offers tips and tactics and answer questions will also be introduced. The 25th ANSPO returns to Kassel following a survey conducted last year that revealed most retailers preferred the central location. It marks the start of the season and around 50 manufacturers and wholesalers from across Europe are expected to exhibit. “The traditional ANSPO trade show remains and is for trade only,” affirmed BVA President Frank Beissel. “Consumers can only access the new Anglermeile and the Competence Centre. They cannot enter the trade show. “The trade show is fully booked and we have more companies showing than last year. Bookings were slow to begin with but there has been a growing acceptance of the new format and it is really well received now.” ANSPO, which takes place every two years, has divided opinion as it has struggled to capture the imagination of sufficient numbers of retailers and
Preferred venue: the show will once again be held in Kassel. 16
Beissel is hopeful that the radical reinvention of the event will generate more support. “It has been a big challenge for the BVA but we hope we have come up with a good solution,” he added. “All dealers registered with the BVA have received a letter of invitation and we hope they will turn out in force.
CENTREPIN TOOLS PUT ON MARKET
A unique opportunity has arisen to purchase the tooling and production drawings and specifications for an acclaimed range of 23 centrepin fishing reels. UK-based David Lewthwaite, creator of ‘pins’ which include trotting, side-cast, fly and sea models of both classic and innovative design, closed his Lewtham Engineering factory in 2006 after more than 20 years in the business. “Potential buyers are likely to be either a small engineering company that wants to add this range to an existing production facility, or a distributor with overseas manufacturing contacts,” suggested Lewthwaite. “All tooling has been designed specifically to simplify production and so reduce the basic costs. Many piece-parts are common across similar reels, reducing levels and costs of stock holding. “Tooling consists of gravity casting dies, progression punch tools, punch tools, form tools, drill jigs and fixtures which are all relatively compact and easily transported. Not only are the piece-parts tooled, there are engineering drawings for all items as a history document to assist with future development considerations. The reels are well known in the industry and therefore have a ready market.” To discuss the proposal and obtain a full product listing, email dw.lewthwaite@ntlworld.com or call +44 1329 231561.
Double honour for Sébile in list Above: the traditional ANSPO trade show will remain and stay closed to consumers.
“It is easy to apportion blame when attendance is not high but those dealers who do not come have no right to criticise. They can make a decision to be part of it and make it a success or they can stay away. It is their choice.” The BVA is hoping that the success of ANSPO 2010 will take them closer to a return to an annual show, a move championed by Frank Beissel. “It remains a possibility,” he said. “The fishing business is big enough and the industry is innovative enough to support a show every year. It’s our ultimate goal.” For further information, tickets or a show catalogue call +49 561 5855 481, email bva-mail@web.de or visit www.anspo.com.
Angling International September 2010
The plaudits just keep coming for US-based company Sébile. In addition to its triple success at EFTTEX in June and another product award at ICAST in July, the much-lauded lure manufacturer has been recognised by Fishing Tackle Retailer magazine’s July issue. The industry publication included Sebile’s Spin Shad and Stick Shadd Hollow baits among its ‘top picks’ for the Most Innovative Products of 2010, making it the only brand to have two products on the honours list.
September 2010 Angling International
17
COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
Carp Zoom adds a new hardware range
B
ait manufacturer Carp Zoom is set to elevate its recent expansion into the carp accessories sector with a move into major hardware in 2011. Salim Fadil, Senior Managing Director of the Hungarian company, confirmed that bedchairs, bivvies, electronic bite alarms and scales are planned for launch next season following ng ggood market response po to Carp arp p
Chairs, bivvies and scales have boosted Carp Zoom’s offering beyond bait. Rods and reels are set to follow.
18
Zoom’s initial accessories programme comprising PVA and leads. Fadil stated that the day when anglers can also buy Carp Zoom rods and reels is also closer at hand. It is, he says, a natural brand progression for the company. “I see that day within two to three years max, we are already working on it,” said Fadil, who credits customer demand dem as the catalyst for Carp Zoom’s move beyond b its core products of bait. “W “We have always been asked by most of our customers to offer accessories as well as baits, b to make their lives easier by being b able to get everything from one supp supplier at the same time. “O “Of course this move increases brand presti but we will not make this prestige, progra programme too big for our customers to keep track of. Baits will always be the major share of our business as first and foremost ers, a job we enjoy we are bait manufacturers, from the heart.” betwe 30 and 40 per er cent of its range With between be brand new products launched nched in each of being th past three years, Carp Zoom’s m’s intention is to the co dev asing many new baits continue developing and releasing ac differe categories. across different “N just new flavours or sizess like others, but “Not comp dded Fadil, who completely new types of bait,” added pro ual’ releases is promises ‘many new and unusual’ 20 for 2011. Ca Zoom’s move into match Carp baits last year is another recent strate which has justified itself strategy throug sales results – and through open up further opportunities opened gro the company. to grow “W plan to develop more “We
Angling International September 2010
match baits and also match accessories for 2012. I agree match fishing is considered to be in decline in many countries, but do not forget there are others where it has only just started,” stated Fadil. “Many of our distributors requested we create match baits. The fact that Carp Zoom bait is now popular in many countries creates a demand which in serving it gives us more image and prestige. We can now truly say we offer baits for everyone from starters through average anglers right up to the competition professionals.” Carp Zoom’s 2011 products will be launched simultaneously across all western and eastern European countries where it has distributors... and eventually into North America. “We believe the American market will be very important within a short time, and not just for us,” insisted Fadil. “It is a huge market which is growing rapidly and our job at present is to enthuse the anglers over there about carp fishing. This we are doing by sponsoring and supporting many carp fishing clubs in the USA and Canada so our brand is known before we enter the market. “We are still looking there for the right business partners. We have plans on how to solve the problem of transport cost for heavy products such as ours, which we will share with our prospective customers,” he concluded.
Strike Pro booth makes big impact
S
trike Pro caused quite a stir at last month’s ICAST when it unveiled its striking new booth. The world-leading lure company couldn’t be missed in the Las Vegas Convention Center, with the towering booth visible from quite a distance on the showroom floor. “We felt it was time to refresh the brand image and we have worked hard to make something not just attractive but also practical,” explained Leif Collin, Managing Director of Strike Pro Europe/ CWC. “It is really accessible for customers and it also makes it easier for the Strike Pro staff to do their jobs when they have a well-designed stand around them.” If the brisk business done by the Strike Pro team was anything to go by, then the new booth was an unqualified success. It will be deployed only in the US, where the Strike Pro team is pushing harder to increase its share of the market. Chris Gonzales, head of the company’s US operation, explained
that Strike Pro lures are becoming increasingly popular and that he has plans for new products next year to maintain the momentum. An exciting year for Strike Pro has included the global launch of its eco-friendly, biodegradable Reaction Baits, a soft bait in both freshwater and saltwater versions that was given high profile at both the EFTTEX and ICAST shows. The company also added to its European distributor network with the appointment of new partners in key territories and took on the distribution of the highly-regarded Japanese lure brand Sagit Designs through its own distributors and agents. In addition, Strike Wire, a super-braid for the predator sector introduced last year, is making a telling impact with its Extreme and Red Strike brands. Strike Pro produces its lures in its own factory in Taiwan, its manufacturing home for more than 35 years, and has over 500 models in 4,000 colour patterns in its considerable range.
Chris Gonzales (left) and Leif Collin in front of the new booth at ICAST.
September 2010 Angling International
19
COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
Zebco partners with Danish distributor
Z
ebco Sports Europe is targeting substantial growth by partnering with Danish company HP Vaerktoj A/S to distribute its products in Scandinavia. HP Vaerktoj has its head office in Borkop near Vejle Managing Director Peter Delwes: “HPV is a very and is, says Zebco, the bigimpressive company.” gest and most innovative company on the northern non-food market. It’s central warehouse boasts 47,000 sqm of space and serves Norway, Sweden, Finland and Denmark plus more remote markets including Greenland and the Faroe Islands. Zebco Managing Director Peter Delwes said: “Our products are very suitable for the Scandinavian market but we have never had good coverage in northern Europe. We always had a few smaller distributors covering specialist fishing tackle shops in their countries. But it is widely known that a lot
of fishing gear is sold outside these channels. This is where the strength of HPV will make the difference. It is a very impressive company.” Klavs Pederson, CEO of HPV, explained that the deal with Zebco was the culmination of his company’s search for a tackle supplier. “We have found two things. One is that without expertise you can’t source products in the Far East. The other is that without a strong brand you can be cheap, but sustainable business partly depends on good brands in your portfolio. Zebco’s product range is totally impressive, as is their professional logistics.” Zebco includes Browning, Quantum, Rhino and Zebco among its own brands and holds distribution rights for other top brands such as Fin-Nor and Van Staal.
Anglers less than impressed by social networks The boom in social networking sites has largely failed to capture the interest of US anglers when it comes to obtaining information, reveals a new poll by AnglerSurvey.com. Almost two-thirds of those who participated said they are not using the sites. For those anglers who do use social media, Facebook was the preferred option (22%), with YouTube second (11%) and MySpace third (8%). LinkedIn was favoured by 3.6% while 2.5% used Twitter. AnglerSurvey.com helps the outdoor equipment industry, government, fisheries and wildlife officials and conservation organisations track consumer activities and expenditure trends.
Salmo Lures switches distributors in the UK Salmo Lures of Poland has changed its distributor in the UK, transferring its business from Charismatic Marketing to Harris-Sportsmail with a new three-year deal. Marcus Cobb, General Manager of Norfolk-based Harris Sportsmail, said: “We are really pleased to have taken over the distribution of one of the world’s best-known lure brands. We intend to take the brand forward from where Charismatic has left off. We will look at expanding not only the lures range but also the colour options. In all other respects, Salmo dealers and customers can expect business as usual.” Charismatic’s Chris Leibbrandt explained that relinquishing the business had become necessary due to changes in his business in recent years. “This has meant that I haven’t been in a position to devote the amount of time and effort that the brand deserves. I was keen to ensure that Salmo went to the best lure distributor in the UK and I have done just that,” he said.
September 2010 Angling International
21
COMMUNIQUÉ I N S I G H T • A N A LY S I S • T R A D E N E W S
“I want over 60 million Americans fishing...” When Angling International first spoke exclusively to Frank Peterson, he was beginning his new role as the CEO and President of the RBFF and the task of increasing angling participation in America. Here, two years on, he reflects on his successes so far. Angling International: How would you sum up the progress made by the RBFF since that last interview? Frank Peterson: I feel very positive about the progress we’ve made. We’ve increased awareness of the Take Me Fishing brand. Our website traffic is growing every year and our retention and recruitment programmes are making a significant impact. Through our marketing efforts, we believe we’ve helped stave off the participation decline and contributed to a 1.8% increase in freshwater fishing. We think that has to do with increasing fishing licence sales. In fact, last year fishing licence sales were up by 4.7%, the highest the industry has experienced in nearly 30 years. Additionally, our efforts to promote the sale of fishing licences have generated $14 million for conservation and $77 million for industry. How have the difficult circumstances endured by the fishing and boating industries and communities hampered your progress? Despite the difficult environment, we’ve been able to break through the clutter and continue to get our message out there about the fishing and boating lifestyle and its contributions to conservation. This year, unfortunately, fishing licence sales were affected by a number of different factors including extreme weather in different parts of the United States, along with a devastating oil spill in one of our nation’s largest fisheries. In light of those events, we continue to reinforce the message that boating and fishing licence and equipment sales play such an important role in protecting our nation’s waterways. Finally, our ability to stay on top of what the industries’ customers want helps us to provide them with the tools they need to stay competitive regardless of the environment. What have been the big highlights? TakeMeFishing.org was completely redesigned in April 2008. It has emerged as the premier online resource for American boaters and anglers with comprehensive ‘where to’ and ‘how to’ information. With its new design, the site reached almost three million 22
visitors last year. That compares to about 300,000 just three years ago. Then there is Anglers’ Legacy. Since 2007, more than 200,000 Anglers’ Legacy Ambassadors have taken the pledge to introduce newcomers to the sport. According to a recent survey, ambassadors across the board have a significantly greater impact on participation and introduce more newcomers to the sport than non-ambassadors. They also report higher fishing-related and boating-related purchases. We have also made strides in youth education. RBFF education grants engaged more than 450,000
youth participants. The partnerships that RBFF has forged with the Outdoor Foundation, Discovery Education, the Boy Scouts of America and other marquee organisations – along with $1.4 million dedicated to youth outreach in the next year’s budget – will fuel the continued expansion of this effort to reach the next generation of anglers. What have been the major learnings – good and bad – over that time? We learned that we have to understand the industries’ customers and I think we are proving our value there by leveraging all the digital technology and communications vehicles that can help us deliver our message and tangibly affect participation. What can be frustrating is the knowledge that we’re only touching a small segment of the market with our message. We attract about three million unique visitors to the website, but would like to see that number climb to 12 million in the next three years. A larger budget and increased revenue that we’re able to generate outside of government funding will help us achieve this.
Angling International September 2010
Which of your marketing devices has proved most effective? Our web-based approach and our move from mass media to a more regional and targeted approach have proven successful. Reinforcing our efforts around search engine marketing and search engine optimisation has also boosted our results during the past three years. Two years ago you identified clearly targeted sectors – lapsed anglers, avid anglers and newcomers. Where have you enjoyed most success and has your target audience shifted in any way over time? We’ve enjoyed success with all of those audiences, but the key going forward will be identifying, targeting and marketing to future growth areas. We’re embarking on a comprehensive market segmentation study this year that should not only help our organisation but also will help the industry stakeholders who can use this to develop markets for growth. Looking ahead, what are the key objectives for the RBFF in the short, medium and long term? In the short term, we want to continuously improve the ‘where to’ and ‘how to’ content on TMF.org and build on our existing programmes. In the medium term we want to work more closely with industry and other stakeholders to develop valuable products and programmes that align with their marketing needs. In the long term we want more than 60 million Americans participating. What support have you received from the industry and what is your message to them looking forward? The support from the industry is stronger than it’s ever been. We want them to know that their excise taxes are being used to grow the sport not only for today, but for future generations. We do that through all of our outreach programmes. How many industry partners do you now have? We work with more than 26 different retailers and manufacturers who use our Take Me Fishing or Anglers’ Legacy brands on their products. This helps us increase brand awareness and drive website traffic. How will you continue to measure the success of your efforts? The first measure is simple. We must increase participation. We need to retain the anglers who are participating and introduce more newcomers. Our population is growing and that provides us a huge opportunity to break into new markets and introduce new anglers and boaters like never before. We’ll continue to measure our success by getting the industry to adopt our brand because they see the value in it. Eventually, we would love to see a Take Me Fishing Center in every major retailer.
“The support from the industry is stronger than ever. We want them to know their taxes are being used to grow the sport.�
September 2010 Angling International
23
24
Angling International September 2010
REPORT PRODUCTS • REACTION • INTERVIEWS
ASA RALLIES TRADE TO DEFEND ANGLING ASA President and CEO Mike Nussman delivered an impassioned call to arms at ICAST as he urged the trade to unite to keep America fishing.
A
SA President Mike Nussman chose the biggest gathering of the US, and possibly the world’s, fishing tackle industry – the ICAST trade show – to launch arguably the most important campaign in the history of the sport. His rousing call to arms in Las Vegas revealed the Association’s plans for KeepAmericaFishing – a bold initiative designed to bring all the USA’s anglers together to fight against rising access and environmental issues threatening recreational fishing. Addressing a packed audience at the show’s Industry Breakfast, Nussman praised the trade for its “resilience and determination” during a remarkable and challenging year, but, quoting from the film ‘Jaws’, he added “We’re gonna need a bigger boat.” “As of today we are launching an ambitious effort to engage anglers to support their sport through a national advocacy and fundraising campaign that will become the voice of the American angler. “That’s 60 million conservationists dedicated to safeguarding our natural resources, a group bigger than all the environmental groups combined. That’s 60 million voters
with the potential to be the largest voting bloc in the country. “If we want to keep our waters open, clean and abundant with fish, we need to give our anglers a louder voice... a voice heard by legislators, regulators and environmentalists, a voice that is founded in science and data.” Nussman explained that the scheme will work by creating the largest possible network of anglers united around their passion to fish, pointing out that the Association already has a database of 1.5 million which is growing. It plans to raise money from individual anglers to expand its advocacy activities and make the campaign heard. He also called on the industry to get involved by making customers aware of KeepAmericaFishing and its objectives, naming those ASA member companies who have already committed resources to the cause. Lending weight to Nussman’s passionate plea from the floor was Rapala’s Greg Woolner, who told the audience that upwards of $250,000 was required to launch the campaign. “We are fighting against organisations with considerably more funding, so we need your help to find these anglers,” he said. And John Doerr, CEO of Pure Fishing,
Mike Nussman: “We need a louder voice.”
added: “The wolf is at the door and in some cases through the door. But a united front can turn the tide. Sixty million constituents is a very powerful voice. Collectively we can make this happen.” The ASA chose to dedicate two seminars to KeepAmericaFishing during the show and is encouraging visitors to the www.keep americafishing.org website which will anchor the campaign. The site will carry updates on campaign activities including lobbying, legislation and other initiatives. Some of America’s best pro-staffers have also given their support to the campaign by appearing in television commercials rallying the support of fellow anglers. Nussman urged the industry to get involved. “If you’re not receiving our alerts, sign up. Every angler needs to know about this. You can help us build the brand, fire up anglers and get them engaged.” Below: Delegates at ICAST 2010 were implored to support the new initiative.
September 2010 Angling International
25
REPORT EDITOR’S COMMENT The American fishing tackle industry is nothing if not resilient! Faced with economic downturn, serious access issues, various fishing bans and – to cap it all – the disastrous Gulf oil spill, it has more than enough on its plate. But to say the industry came out fighting at ICAST is an understatement. A packed show floor, some Mel Bagnall: “ICAST looks very strong.” fantastic booths and what appeared to be high visitor numbers (figures were not available at the time of writing) brought a vibrant feel about the show. And if the many conversations myself and colleague Rob Carter had with exhibitors were anything to go by then exhibitors largely found it a very worthwhile three days in terms of business done or pending. This year looked every bit as strong as last year’s recordbreaking Orlando, with booth space and registered attendees on a par with Florida, something which surprised a few people, me included. Yes, ICAST looks strong. So what does that tell you? What it tells me is that most businesses remain aware of the power of being at and supporting shows, of putting themselves in the shop window and of meeting customers face to face. Sounds obvious, but a lot of businesses will have held their nerve in the face of financial pressure to be in Vegas. But perhaps most importantly, it was another reminder that the companies who bring genuinely new ideas and products to the party were the ones who attracted most attention and – surprise, surprise – business. The same was evident at the EFTTEX show in June and it’s clear that while it’s impossible to keep everybody happy all of the time, the smart guys will always dig deep to invest in such a vital route to market. It helps of course when a show is well run – and the ASA team once again demonstrated its ability to put on a well organised, smoothly run and accessible show containing lots of features to entertain, inform and educate. More from ICAST next month.
MARBLE APPOINTED Jeff Marble, CEO of outdoor clothing company Frabill, is to be the new chairman of the ASA Board. Marble replaces Jeff Pontius at the completion of the Zebco President’s two-year tenure and will move into the chair at this year’s ASA Fishing Summit in Fort Lauderdale on October 26th. Marble has been with Frabill since 1976, at which time it was owned by the Huffy Bicycle Company. Together with a group of investors, he purchased Frabill from Huffy in 1983 and has owned and operated the business as its CEO ever since. Prior to Frabill, he worked for a variety of Sporting Goods retailers and wholesalers in America’s Midwest. He has served as the Association’s Vice Chairman for the past two years. 26
Angling International September 2010
More awards for Shimano Fresh from a triple success at EFTTEX 2010’s awards, Shimano and G.Loomis raised the bar to even greater heights with a combined six ‘best in show’ accolades at America’s equivalent – ICAST – in Las Vegas last month. Shimano American Corporation dominated rods and reels, the categories viewed by most as the tackle industry’s elite sector. It won the Best Saltwater Rod and Reel awards with its Terez and Trinidad A plus best Freshwater Reel with the Stella FE. Adding Best Hard Lure for good measure with its Waxwing Sub-Surface Swimming Jig, the plaudits kept coming when the NRX fly rod series from sister company G.Loomis was voted Best Freshwater Rod and then was named the prestigious Overall Best Of Show winner. “While we don’t design fishing tackle to win awards – the key goal being to provide the right products so anglers have a great fishing experience – the New Product Showcase honours are always one of the highlights for our company at ICAST,” said John Mazurkiewicz. “We’ve had numerous ICAST honours in past years, including winning either freshwater or saltwater reel every year back to 2002. This is the second year in a row G.Loomis has taken a rod honour, and extra special this year was Stella FE reels and NRX rods also winning at EFTTEX in Valencia. The exposure can only help drive anglers into tackle retailers asking for these products,” he added. Best New Line is another highly coveted category. So victory for Sufix with its 832 Advanced Superline – developed in partnership with Gore, makers of Gore-Tex fabric – was the
Caption Pure Fishing
Sufix 832 came out top in the Best Line category.
perfect outcome for parent company Rapala who acquired the Sufix brand in 2008. Lars Ollberg, Rapala’s Taiwan-based Head of Accessories and Line, said: “This recognition is very good but so too are testimonials from famous US anglers Rick Murphy, Mark Fisher and Al Lindner who have switched to Sufix 832 and I doubt will ever go back to any other. Lindner describes 832 as a line that has ‘broken the mould’, and all three are amazed by its strength, castability, shock and knot strength,” he added. Despite the Shimano/Loomis and Rapala/ Sufix successes plus others for global giants including Pure Fishing/Pflueger, LowranceNavico and Minn Kota-Johnson Outdoors, several much smaller up-and-coming companies also got a share of the ICAST honours limelight. Koppers, whose Live Target Hollow Body Frog topped the Soft Lure category, was one. Office Manager Tom Chopin said: “ICAST was a fantastic show for us. The attention the new Live Target soft frog garnered for our relatively young company was outstanding, and our entire new product line for 2011 is very strong and was very well received. 2011 is going to be a big year for Live Target.” The same sentiment is sure to be uppermost in the minds of Frabill Inc, Ardent/ Lamiglas, Maui Jim Sunglasses, Adventure Products, Boating Expressions, HYI and
2010 ICAST NEW PRODUCT SHOWCASE AWARD WINNERS
s success at ICAST Sébile, who all topped sectors at the USA’s undisputed ‘big one’ this year. Set against a backdrop of already tough trading conditions plus the tragic Gulf oil spill’s disastrous impact on recreational and commercial fishing plus environment and economy, ICAST 2010 could have been a disappointment for all involved, However, Shimano’s spokesman John Mazurkiewicz views the end result as anything but! “In light of all these conditions, we were very pleased with attendance and interest in our products from dealers, distributors and the media,” he said. “Obviously the awards after the first day helped attract even more interest to G.Loomis and Shimano exhibits, but outside of that the ASA staff needs to be commended for making the big announcement on Thursday afternoon that BP had finally stopped the oil from leaking into the Gulf. The roar and applause that spread through the LVCC following this good news only added to the success of the show.”
Category Overall Best of Show Apparel Combo Electronics Eyewear Fishing Accessory Giftware Kids Tackle Line Soft Lure Hard Lure Marine Freshwater Reel Saltwater Reel Freshwater Rod Saltwater Rod Tackle Management Terminal Tackle
Company G.Loomis Frabill Inc. Ardent/Lamiglas Lowrance-Navico Maui Jim Sunglasses Adventure Products Inc. Boating Expressions, Inc. Pure Fishing/Pflueger Rapala Koppers Fishing & Tackle Corp Shimano American Corp. Minn Kota-Johnson Outdoors Inc. Shimano American Corp Shimano American Corp. G.Loomis Shimano American Corp. HYI, Inc. Sébile Innovative Fishing
Product NRX rod FXE Stormsuit C400/XC704 Fishouflage Bass Lowrance Elite-5 DSI Guy Harvey Collection EGO S2 Slider Landing Net Fishfenders Spinning Combo – Apprentice Sufix 832 Advanced Superline Live Target Hollow Body Frog Waxwing Sub-Surface Swimming Jig Talon Shallow Water Anchor Stella FE Trinidad A NRX Terez Openwater Tackle Backpack Soft Weight System
Koppers’ Live Target Hollow Body Frog.
Jeff Pontius: “We planned for 10% less booth space but we are coming close to filling the show.”
The Shimano Trinidad A, winner of the Best New Saltwater Reel Award. September 2010 Angling International
27
ADVERTORIAL
‘SAFE SYSTEM’ TERMINAL TACKLE
A new level for Greys Prowla
Eleven new rods and a range of innovative end tackle are set to entice cost-conscious predator anglers. determination to bring affordable yet PROWLA PHASE 2 RODS high quality predator rods within the
A
price bracket of mainstream predator anglers was the driving force behind Greys’ recent Prowla Phase 2 product launch. With a total of 17 SKUs across five new Prowla rod families – plus 33 innovative additions to the Prowla terminal tackle range – the UK company anticipates strong sales across Europe. As with the original Prowla products launched in 2009, the man behind Phase 2’s product development process was Andy Charlton, Category Manager Coarse, Carp, Predator & Sea. Charlton enjoyed his best ever winter’s pike fishing last year, chalking up a string of impressive fish to 27lb 4oz while rigorously testing rod and end tackle prototypes afloat in the Lake District. He explained the Prowla 2 strategy which Greys believes will help tackle dealers keep their tills ringing during the winter ahead. “As well as eight new Platinum Specialist Lure rods which expand our Phase 1 Prowla Platinum range, we wanted to include rods to sell in the £50–£100 price bracket. That’s where the six new Prowla GS Lure rods plus the GS Bait, GS Boat, GS Drop Shot and GS Jerk Bait range fit in,” said Charlton. “Times are tough. A lot of people are currently very careful about what they spend, but all the indications are that they still want to go fishing,” he continued. “Prowla GS rods make the sport more accessible to these people, who probably fish more for carp and barbel in summer then turn to pike more in winter. “We’ve managed to keep the price down through using a lower modulus carbon and EVA foam rather than cork on the handles. They are still absolutely first class rods as my fishing partners and I found out last winter on a deep, demanding water where inferior tackle will always be found wanting,” he concluded.
Available to deliver to retailers within Greys’ 48 hours from order service target, the Prowla Phase 2 range is as follows: ● Platinum Specialist Lure: Eight fast action rods from 7ft 10-25g to 10ft 40-80g. Equipped with D-Tecta reel seats and built on super slim high modulus carbon blanks. ● GS Lure: Six rods from 7ft 5-15g to 10ft 40-80g. High modulus carbon blanks and a fast tip action ideal for sea and fresh water. ● GS Bait: 11ft 2.5lb TC, 12ft 2.75lb TC, 12ft 3lb TC ● GS Boat: 10ft3in 3lb TC ● GS Drop Shot: 7ft 5-28g, 7ft 20-45g ● GS Jerk Bait: 5 rods from 6ft 50g, to 6ft6in 240g
SAFETY FIRST
Despite their fierce appearance, predators like pike and zander are some of the most fragile fish out of water and thus the angler has a duty to ensure they are landed and returned unharmed. Andy Charlton is keenly aware of this, which is why he chose the name ‘Safe System’ for ready-made Prowla terminal tackles. “It’s my attempt to promote the concept of fish welfare,” he said. A key new addition is the Prowla Safe System Up-Trace, a unique product which will save you valuable time on the bank. Constructed with 150lb mono to avoid bite-offs from fish which take a bait then accidently snag the line above the end wire trace in their
Right: Andy Charlton with a pike caught using a Prowla GS rod.
CONTACT
Tel: +44 1665 511507 Email: info@hardygreys.com Website: www.greysfishing.com 28
Clockwise from top: Prowla Safe System Up-Trace, Prowla Float Stops & Beads, Prowla Blob Floats, Prowla In Line Cigars, Prowla Safe System Pop Up Boom.
Angling International September 2010
mouths, these are available in four sizes to complement 15g, 20g, 30g and 40g Prowla floats. Also new is the bi-functional Prowla Safe System Pop Up Boom, which can be used in conjunction with any standard float rig to aid presentation and prevent tangles. Available in various weights, these come with super strong double barrelled crimps. Prowla Float Stops & Beads provides a total solution for setting the depth on either braid or monofilament. There are 20 stops and six beads on each handle fob. Unusually for this style of float, the Prowla In line Cigar range is available in loaded as well as unloaded versions. Ideal for shallow waters in particular, they are available in three sizes.
FLY TRENDS
UK market remains robust after recession
The well-established UK fly fishing market has not been unduly hit by the recession, writes Allan Shephard. Fringe sectors are growing and innovations are speedily adopted... but the sport still needs an injection of new blood.
I
n the face of continued economic uncertainty the UK fly fishing sector has remained remarkably stable. Last year saw an increase in rod licence sales in England and Wales, and this translated into modest growth for the major retailers. This year has been tougher so far with a very late spring and competition from the World Cup. Generally, poor economic conditions have not caused as many problems as anticipated and there could still be minimal growth by the end of the year. To a large extent this is driven by innovation offered by manufacturers both in terms of new product offerings and a general overall improvement in the quality of low ticket price products. A good example of successful new product introductions is the widespread acceptance of specialist Scandinavian-style salmon fly fishing tackle. These items include purpose-designed shooting head fly lines and fast action double-handed rods. Even the most die-hard traditionalists in the UK have taken the Scandinavian style to heart and in a comparatively short time tackle designed by pioneers such as Guideline and Loop has become a common sight on the riverbank. This change has been accelerated by enthusiasm within the angling media and a market looking for something new. On the trout fishing front the biggest recent change is the influence that competition fly fishing has had on tackle development. Greys has successfully marketed its specialist XD Competition Rods to consumers, even though they are designed for a much tougher life than the average pleasure angler would give them. Cartridge spool fly reels are standard for this market, allowing a wide range of alternative density fly lines to be stored on inexpensive plastic spools. I’m talking about the Hardy Demon and Wychwood Truefly. Competition anglers are also an important source of revenue for our reservoir fisheries and without them many of these venues would have to close. Another small (3-4,000 people) but
UK Allan Shephard (below) writes for the UK’s world-known Trout & Salmon magazine. He is also Brands and Marketing Manager for the Farlows Sportfish Group.
very important group of fly fishermen in the UK are the destination anglers – they are willing to fly almost anywhere in the world in search of the ultimate fly fishing experience. Interestingly, many fish very little in the UK but channel time and resources into a couple of weeks overseas fishing each year. This group buys a disproportionately large amount of high ticket items, reflecting their high levels of disposable income. Purchases will include a significant amount of the high end fishing clothing sold in the UK, such as from Simms and Patagonia. There is continued growth in what must still be considered fringe areas of fly fishing in the UK, which include saltwater and coarse fish. A number of fly fishing guides are specialists in bass or pike fly fishing around the UK and play an important role in making these areas of the sport accessible. Magazines continue to devote space to coarse and saltwater and their popularity can only increase as fly fishers get ever more adventurous. How should manufacturers react to current market conditions? Now more than ever I feel it is important to bring new and exciting products to market. Average fishermen are more brand, price and quality savvy than ever before. Cutting R&D budgets will undoubtedly cause any pain being felt now to linger over the next few years. We are on the brink of some important breakthroughs in rod manufacturing technology driven by Hardy and G.Loomis and our consumers will embrace these developments. The move away from lifetime warranties is welcome – ultimately they are failing consumers. Revenue should be put into product development not servicing untenable warranties. Finally, for the future we as an industry need to get more people fly fishing. Whilst the image is no longer stuffy and driven by class barriers, we are simply not recruiting enough newcomers into the sport. Manufacturers and retailers need to address this problem now by supporting a range of initiatives to get more people fishing.
September 2010 Angling International
29
German market ripe for new innovations
Participation is growing slowly as youngsters are encouraged into the sport, but sales will continue to stagnate unless established brands bring innovative products to market, writes Dr Axel Wessolowski.
I
n Germany, like many countries, interest in fly fishing increased sharply when Brad Pitt fought his trout in the 1992 Oscar-winning movie ‘A River Runs Through It’. Today, there are more than 60,000 fly fishers if you count all Germanspeaking countries. It’s mostly men, of course, as women in angling account for no more than 6% of participants. Like Brad’s character Paul Maclean, most of the fishermen like to fish for trout. It’s generally salmonids like brook and sea trout, salmon and grayling, although in recent years fishing with flies for freshwater predators such as asp, perch, pike or zander has gained in popularity. Trends continue to be geographical: people from the north are likely to fish in the coastal areas for sea trout and Atlantic salmon. In contrast people from the south prefer to hunt for brook trout, grayling or even the large Danube salmon. German fly fishers have a high regard for traditional equipment and admire split-cane rods, but modern carbon fibre equipment is used by the majority. The introduction of rods made with Sintrix by Hardy & Greys has definitely caused a stir. It’s just what the German market needs. The financial crisis has not had a major effect on purchase behaviours but sales are still stagnating and that’s because of a lack of genuinely new innovations. They are just so very rare in the fly fishing sector, which is why Sintrix is so welcome. The view is there are only a handful of manufacturers who are able to present such groundbreaking innovations. I would suggest Patagonia with its trendsetting waders; Vosseler which has come up with some interesting and eye-catching solutions in vices; and C&F Design, which makes good looking and practical vices, bags and fly boxes. Apart from these, and maybe Rio with its lines, the market is almost lethargic, despite the emergence of new brands. In Germany, it’s very hard for new brands to find their niche among the few well-established brands. The good news is that in the near future the numbers of fly fishers in Germany will slightly increase, due to the fact that more young people are being encouraged to fly fish and because an increasing amount of women are taking up the sport. In the long run I would expect the fly fishing community to keep on growing – slowly, but continuously. 30
Angling International September 2010
GERMANY Dr Axel Wessolowski (below) writes regularly for the fly fishing magazine FliegenFischen (pictured below right). Internationally, he writes for Fly Fishing & Fly Tying (UK) and FlyLife (Australia / New Zealand). He holds a PhD in biology and is a passionate fly fisher.
What has helped is that many brooks and rivers have been the object of regeneration efforts. Germany now has many promising projects for establishing trout and salmon populations. This will also lead to a certain demand, from coarse anglers, too, who might give fly fishing a try. Something which once made Ernest Hemingway complain, is the complexity of the German angling regulations. Unlike its neighbour Denmark, Germany has a highly complex system of rules and it is even for Germans themselves sometimes very hard to get a fishing licence. But one other thing that hasn’t changed since Hemingway’s day – and it’s the best reason of all to be optimistic for the future – is that Germany is still one of the best countries to fish for trout. Maybe Germany is still in some sort of a Sleeping Beauty state and all it needs to end this long hibernation is another ‘A River Runs Throught It’…
BESTNEW PRODUCTAWARD N T EW S E
AF TER VALENCIA, WHAT NEXT FOR THE 2010 AWARD WINNERS
WELCOME to the second part of our review of the EFTTEX Best New Product Award winners for 2010. As part of the panel made up of six independent judges, it was a privilege for me to assess this year’s entries at the show in Valencia. I know my fellow judges – all respected angling journalists from different parts of Europe – felt as I did: this year’s awards were probably the most keenly fought and tightly contested that we have ever known. Already two months have passed since the EFTTEX show and the night our winners collected their awards. Now the euphoria has receded a little, the winning companies are turning their attention towards capitalising on their victories. And that is the focus of this section. Here you will find details of the winning products but, more importantly, gain an insight into the launch strategy and marketing plans that will now drive sales. And if you are a distributor, take careful note, most of the companies showcased here are still looking for partners around the world.
TOM LEGGE Angling International staff writer
THE EFTTEX AWARD WINNERS IN THIS SECTION
Part Two of our review of the Best New Product Award winners includes reaction from Shimano and Strike Pro, two companies that celebrated multiple successes in Valencia, plus new winners Snowbee and Patagonia.
34 Wychwood
The UK company has identified saltwater fly fishing as an area of growth. The Best New Fly Reel Award for its newest reel suggests the company is ahead of its competitors in the sector.
35 JRC
JRC is making a serious push in the European carp market with a renewed focus on innovative solutions. Little wonder it is delighted with the success of its Cocoon Carp Crib.
36 Shimano
Strike Wire p38
The global giant has made the Best New Spinning Reel Award its own these past four years. This year in Valencia it doubled up by winning the Best New Rod Award too.
The story behind the Best New Braided Line 2010.
37 Patagonia
The US manufacturer and its leading European distributor are savouring victory in the Best New Clothing category for the Rio Gallegos waders – and sales are already following.
A
ID
L ED
Shimano p36
How they made it four wins out of four in the Spinning Reel category.
Strike Pro is looking to expand further in the USA and Australia after the success of Strike Wire in the Best New Braided Line category and Reaction Baits in the Best New Soft Lure section.
E
WINNE NNER R
38 Strike Pro
N I
Snowbee p39
39 Snowbee
The UK fly specialist has perfected a line that gives extra distance for minimal effort – and it has a name to match. Here, the company explains its plans for the European launch of XS-tra Distance.
How it plans to capitalise on its win in the Fly Line category.
September 2010 Angling International
33
BEST NEW PRODUCT AWARD W H AT N E X T F O R T H E 2 010 AWA R D W I N N N E R S
BEST NEW FLY REEL
BESTPRESSRELEASE
TRUEFLY SUCCESS OPENS UP SALTWATER FLY SECTOR
Wychwood’s success at EFTTEX 2010 was boosted by a second award. It won the Best New Press Release for its unique, inventive flyer designed to promote the company’s new Waderbag. The pocket-sized flyer mimicking the Waderbag’s actual design – complete with handle and hanging braces – from folded down A4 glossy card-weight paper was the brainchild of Wychwood design duo of Neil Whitlock and Matt O’Connor. The combination of strong visuals in Wychwood house colours of green, yellow and black, plus company logo, concise product information and clearly printed website address BEST was applauded by the judges for being WINNER ‘inventive, E A SS RELE delightful and witty but above all memorable’.
ST N E W
PR
F
Above: The striking yet technically superior Truefly Saltwater reel. Below: Wychwood Game Brand Manager Paul Richardson celebrates with Richard Taylor, Managing Director of Wychwood parent company Leeda.
T
he worldwide growth of saltwater fly fishing over recent years has prompted plenty of product innovation within the everresponsive fishing tackle trade. But have enough retailers realised that this branch of the sport is a serious market sector rather than just another niche? Surely, after a dedicated saltwater product was voted Best New Fly Reel at Europe’s biggest industry gathering, now is the time to drive gath sales in the sector. sale That is certainly the view at Wychwood, creator of the Truefly Wy Saltwater fly reel. The company is on Salt the crest of a wave, not least because th victory at Valencia 2010 represented vict its second successive EFTTEX fly reel category win. re Nic Brown, Marketing Manager at the UK company, said: “At EFTTEX 2009, Wychwood Truefly EF SLA reels were the hottest topic for SL visitors who wondered how such a vi technologically advanced reel could te be produced for under £70. The 34
Angling International September 2010
WINNER LY
REE
L
culmination of this excitement was our first EFTTEX Best New Fly Reel Award. “Not prepared to rest on our laurels, Wychwood heeded countless requests from Truefly anglers to produce a reel with all the original’s looks and technology plus capabilities of perfect performance in saltwater conditions. “Not judging a book by its cover is normally a safe rule to live by. And there is a lot more to the Wychwood Saltwater fly reel than just stunning looks. This is the world’s lightest reel in its class, and once again we have made it available at a competitive price point which will sell across the world, as the originals already have and continue to do,” added Brown.
PROMINENT INNOVATIVE FEATURES OF THE TRUEFLY SALTWATER REEL ● Super-large arbor design ● Ultra-light, super-strong barstock aluminium frame ● New saltwater-proof drag system ● Unique polar white finish, repels sunlight to maintain cool, comfortable touch in hot weather ● Choice of #5/6 and #9/11 versions ● Available in shops early 2011
E
E
WYCHWOOD WADERBAG
S
At EFTTEX a second award in two years confirmed Wychwood as Europe’s most innovative fly reel maker.
B
WYCHWOOD TRUEFLY SALTWATER
Leeda: ‘EFTTEX is perfect for us’
EFTTEX 2010 has earned high praise from the team from Leeda, the parent company of Wychwood and sister brand MAP. “We are always happy to discuss new distribution avenues throughout the world,” said Sales and Export Director Tim Wildermoth. “EFTTEX is the perfect opportunity to meet many far-flung retailers and wholesalers who want to stock our products, to see and feel our new ranges, and to discuss and open new accounts. Valencia this year met all these expectations. “Both MAP and Wychwood had another hugely successful show. As usual, we used EFTTEX to launch many new products such as the MAP ACS front drag reel which was commended in the Best New Spinning Reel category. The stunning new Wychwood Epic bite alarms went down a storm, likewise the Solace Flexi Rib Mosquito front shelter. EFTTEX is an important part of our show programme and will continue to be so.”
Wychwood Specimen Brand Manager Mick Barnes (left) andNicBrown,MarketingManager,withtheEpicbitealarms.
C O N TA CT
T:+441527587412 E:nic.brown@leeda.co.uk W: www.leedab2b.co.uk For unique log in details to see the full range from all the Leeda brands call Lynne Hawkes on 01527 587426
BEST NEW CARP BIVVY / SHELTER JRC COCOON CARP CRIB
SHELTER WIN BOOSTS JRC’S AMBITIONS IN THE CARP MARKET
WINNER R
A
F
or overnight carp and specimen anglers who need to stay mobile around the lake, leaving the bivvy or umbrella at home is an obvious weight-saving and time-saving option. However, no angler wants to risk a soaking from sudden rain which could quickly ruin the whole session. It’s an age-old dilemma without any compromise solution... until now, that is. Fresh from winning the Best New Bivvy Award at EFTTEX 2010, Pure Fishing’s carp tackle subsidiary JRC is busy fulfilling orders from Europe and beyond for its truly innovative Cocoon Carp Crib. The Cocoon Carp Crib is the brainchild of JRC Brand Manager Jan Mertens. The Belgian angler has a strong track record in captures and in product creation in the carp sector. Mertens’ latest product attaches securely to the frame of almost every bedchair on the market in under a minute. This is possible thanks to an ingenious clip system developed by Pure Fishing’s design and engineering team. Once the three-piece elasticated frame is secured, it’s an equally quick and easy
ST N E W
Jan Mertens with the award in Valencia.
E
C
Above: The devilishly simple Cocoon Carp Crib has solved an age-old problem for carp anglers.
E
R
B
“We are serious about growing our presence with innovations,” says Brand Manager Jan Mertens following the victory of his Cocoon Carp Crib.
T P S HEL
matter of spreading the waterproof wrap over it then securing with internal ties plus external pegs for a super-snug shelter. The entire product weighs just 4.5kg – that’s less than a typical loaded bait bucket – and is even faster to take down when a move becomes necessary. Anglers can simply stash and store the Cocoon Carp Crib inside a folded down bedchair on their trolley for maximum speed and convenience en route to the new swim. “The award was very pleasing, and indeed was like an icing on the cake for Pure Fishing Europe after also winning the Best New Bait Award for our Berkley Gulp! Carp range,” said Mertens. “Such major recognition helps to underline that fact that our company is very serious about growing our presence through innovations in the carp market, as future releases will confirm,” he added.
JRC COCOON CARP CRIB: THE KEY SPECIFICATIONS ● Ultra-light 6061 aerospace-grade aluminium frame system of 16mm thickness ● Dual door system (solid green panel or fine mesh mosquito panel) with fast action two-way zips plus elastic/toggle roll-up fastening points for full open front vision mode ● Dimensions of 112cm high, 270cm long, 92cm deep ● Tough Oxford nylon 210D fabric with 5000mm PU hydrostatic head rating; tested and approved in multiple heavy storms ● Steel screw-shaft pegs with ergonomic handle grips for ground level fixing ● Fast-stow toggled carry bag for canopy storage
C O N TA CT
T: + 33 450 967700 E: jmertens@nl.purefishing.com W: www.eu.purefishing.com or www.jrc-fishing.co.uk September 2010 Angling International
35
BEST NEW PRODUCT AWARD W H AT N E X T F O R T H E 2 010 AWA R D W I N N N E R S B
BEST NEW SPINNING REEL
E
ST N E W
WINNER
IN
SHIMANO LESATH AX POWER GAME
E
SP
BEST NEW ROD
L
SHIMANO STELLA FE
NIN G RE
Shimano confirms its place at the world leader in reels and rods
At EFTTEX the global giant secured its fourth reel prize in four years and added the Best New Rod Award for good measure.
BEST NEW SPINNING REEL: STELLA FE
Above: Gerard Bakkenes (left) shares his delight at the EFTTEX Business Reception with Taizo Shimano, Vice President Shimano Inc.
Ever since unveiling its Stella SW (Saltwater) reel at EFTTEX 2009 – a masterpiece of mechanical engineering – Shimano’s intention has been to spread this high level of technology across angling’s full spectrum, including the freshwater arena. Hence the four-strong Stella FE range, which will be available in Europe from 2011. 36
Angling International September 2010
Ultra-lightweight and oozing with hi-specification features from Shimano’s benchmark SR portfolio, this new Stella family starts with the super-slim, compact 1000FE followed by 2500FE and 3000FE versions. A 4000FE size completes the quartet, ensuring a host of freshwater applications including light to medium spinning, float and feeder work. At the heart of Stella FE reels is X -ship: Shimano’s latest advanced gear design technology which drastically improves power transmission efficiency by 60%. The result is a smoother, higher powered retrieve backed by pinion gears which is supported both ends by anti-rust S-ARB bearings – of which there are 13 in all within each model including the trusted Shielded A-RB type. Other high-spec features include: ● Cold forged aluminium/E.I. spools ● AR-C line management ● Magnesium body ● Waterproof rigid support drag ● Aluminium rotor (magnesium on 1000FE) ● 1 Speed + Aero Wrap ll Oscillation System ● Full floating shaft ● Super Stopper ll ● One-piece bail ● Power roller ● Machined alu single handle
Naturally, such quality comes at a price. But serious anglers worldwide already know Shimano reels are built to last, and should anything go wrong then a warranty system combined with a fast and efficient after-sales service provides the perfect safety net to protect their investment. Wise retailers also understand and appreciate how that stocking Shimano reels establishes prestige and credibility for their business…which in turn boosts customer confidence and trust, resulting in more repeat visits and better cashflow.
BEST NEW ROD: LESATH AX POWER GAME
To take the Lesath saltwater shore and boat rod range to the next level required a total revamp of the design process. Shimano based the production around a brand new carbon build technology, and the result is the new Lesath AX Power Game range. Numbering nine models across five different lengths from 2.10m to 3.30m, this newfor-2011 family is built upon stronger, more responsive HPC (High Pressure Carbon) 300LRC blanks, making them up to 40 per cent stronger than their predecessors. B
S
himano is no stranger to success. However, the global giant’s two latest triumphs at the EFFTEX Best New Product Awards were something very special to everyone at the company. Shimano’s Stella FE became the company’s fourth winner in as many years in the Best New Spinning Reel category, while its Lesath AX Power Game broke new ground for a saltwater rod by topping the vote count from the six independent judges in the Best New Rod category. “What can I say? Winning these major product categories, including Best New Spinning Reel for the fourth consecutive year, tells something about our high engineering and quality standards,” said Shimano Europe’s Senior Marketing Manager Gerard Bakkenes. “This reinforces the Shimano credo to develop captivating products that bring excellence and pleasure to the angler. Of course, this success could not have been achieved without the effort of the complete Shimano team so the awards are also a big compliment to everyone here,” he added.
E
ST N E W
WINNER ROD
The Lesath AX combines a new look with increased strength.
C O N TA CT
T: +31 341 272233 (Europe) +81 722 233467 (Japan) +1 949 951 5003 (America) W: www.shimano.com
BEST NEW CLOTHING PATAGONIA
RIO GALLEGOS WADERS MAKE INSTANT IMPACT IN EUROPE
US manufacturer Patagonia and its leading European distributor are savouring victory in a hugely competive sector – and sales are already following.
V
B
ictory in the new Clothing category at the EFTTEX awards is already acting as a sales springboard for American company Patagonia, creators of the Rio Gallegos breathable wader. Patagonia’s Mel Bagnall presents premier distributor for CenFrédéric Parrier tral Europe and Scandinavia – with his award. Traun River Products – was so impressed with the product that it immediately entered it into the Best New Product Awards at Europe’s biggest trade exhibition. Following victory over a number of other waders and clothing ranges, Traun River Products owner Rudi Heger is now seeking new dealers in Europe. “We serve dealers in Germany, Austria, Switzerland, Benelux, Denmark, Sweden, Finland, Poland, Hungary, Slovenia and Slovakia, and would of course be pleased to hear from any dealers interested in stocking the 2011 Patagonia fishing product line,” he says. Heger, an EFFTA Board member based in Germany, is quick to point out his role in the success of the Rio Gallegos waders is strictly secondary to Patagonia’s team in the US. “All the major design work has of course been done by the Patagonia product develST N E W E opment team in California.” For the details of how Patagonia’s Rio Gallegos breathable waders became an award-winning phenomenon, WINNER Angling International spoke to C G LO the company’s International T HIN Fishing Development Manager Bill Klyn, who was clearly delighted with the win.
What makes your products stand out over your competitors’ waders? Bill Klyn: Fabrics, design and warranty are clearly the major factors. Regarding fabrics, our textile expertise allows us to work with mills around the world to develop new packages which are not just ‘off the shelf’ substrates or coatings like our competitors use. Our unique Hydrostorm HB fabric package uses a micro denier polyester substrate that comes in different weights and densities, is exceptionally resistant to punctures and abrasions, and holds our longest lasting Durable Water Repellent Finish, which is highly breathable in all temperatures. Our Ironclad Warranty is a customer satisfaction guarantee against any defects in workmanship and materials. Punctures and extreme wear and tear are the only exclusions. What is so special about the design of the Rio Gallegos wader? So much! Our innovative waist-mounted shoulder strap suspension system with EZ Lock Sliders allows these waders to be worn up or easily securely around the waist. The straps stay where the angler wants them, and you do not have to remove jackets and shells to relieve yourself. Our patent pending merino wool grid liner provides 5mm of warmth in a 3mm package which also allows air to circulate around the foot and does not feel clammy like normal neoprene feet. Other advantages? Removable closed cell knee pads, an area of the wader where our design expertise led to us moving the seams forward for added comfort. Extra reinforced external tape prevents seam wear. And the legs, waist and seat areas have special denselywoven three-layer fabric to boost abrasion and puncture resistance. There is also a waterproof inner pocket, a water repellent zippered external pocket, gravel cuffs with internal reinforcement to prevent premature wear and stainless steel hooks for lace attachment. We offer four leg size options – Short, Regular, Long and King – with further size choice of L/XL in the Short version, S/M/L/XL in Regular and King, and M/L/XL in Long.
Who were Patagonia’s key team members in developing, testing and bringing your winning product to market? Interesting question. We do have a lot of people involved. Director of Fishing Bart Bonime headed up the development team. There was Richard Siberell with his vast design and textile expertise plus years of angling experience. Product Developer Erica Tamivora worked her magic to get this product dialed for sales samples and ultimately for production. Ambassador testers Craig Matthews and Topher Browne plus others ensured sufficient use and abuse in the field. Credit is also due to our Fabric and Quality departments. Where do you expect strong sales? Since starting sales in June this product has booked exceptionally well in all global areas from North America to Russia, UK to Japan. Dealer comments show they recognise it as being very unique in the market with so many attributes. Do you wish to hear from prospective business partners in locations which Patagonia regards as being underserved currently? We have agents, offices and distributors around the world, but agents in any territories we are missing and dealers of course can always contact us. We do not do much with distributors any more.
C O N TA CT
T: +1 805 643 8616 (USA) +49 8662 7070 (Europe) E: bill_klyn@patagonia.com (USA) office@rudiheger.eu (Europe) W: www.patagonia.com
September 2010 Angling International
37
BEST NEW PRODUCT AWARD BEST NEW SOFT LURE E
B
W H AT N E X T F O R T H E 2 010 AWA R D W I N N N E R S
STRIKE PRO REACTION BAITS
BEST NEW BRAIDED LINE INE STRIKE WIRE EXTREME
S
E
ST N E W
WINNER O
FT LUR
E
Strike Pro set to expand in America and Australia after double success Victory in two categories is a reward for the whole team, says Leif Collin as Strike Pro makes renewed plans for growth. “We always welcome enquiries.”
Angling International September 2010
REACTION BAITS
Pheromone Fusion – a natural technology which promotes aggressive fish behaviour through a lingering scent trail – is the secret behind the success of Strike Pro’s long awaited Reaction Baits range. Developed in Australia and New Zealand, this new generation of biodegradable ecofriendly yet highly durable soft baits harnesses many years of scientific research into fish behavior traits. The baits come in irresistible colours, shapes and textures. Trials in both salt and freshwater proved these baits are deadly for snapper, bream, trout, cod, flatheads, bass, barramundi and jewfish to name but a few species. Such is the attraction level of Reaction Baits that they even work as static deadbaits. Reaction Baits are fully rechargeable by returning them to their original scent-infused sealable bag.
Choose from the following styles: ● Worm (2ins & 6ins) ● Jerkbait (5ins & 7ins) ● Bardi ● Minnow (3ins, 4ins & 5ins) ● Shrimp Bug (2ins)
Although not all Reaction Baits are available in every one, there are a total of 18 colour patterns within the range, from subdued natural tones like Weedy Green, Bug Green, Pearl White and Muddy Waters through to vivid sparkly options such as Golden Glitter, Red Rum and Anchovy. E
ST N E W
WINNER A
ID
E
R
B
38
ing Strike Wire’s development, and Stuart McLaughlin of Strike Pro Australia/Juru PYT Ltd for driving Reaction Baits to completion. Legions of distributors and retailers recognise Strike Pro as a company which provides strong backing for those who invest money and faith by stocking its products. This backing includes regular and powerful media advertising campaigns, extensive promotional literature, a lively and informative website plus many more supply, sales and marketing advantages. However, Collin was keen to point out that the door is never closed to others who wish to share in the success: “We always welcome enquiries from distributors all over the world. We expect our winning products to sell well all over Europe, and also to boost our expansion in the American and Australian markets,” he added.
B
W
ith a proud history of producing and exporting lures dating back to 1973, Strike Pro of Taiwan has gained a reputation for high quality, innovation and an ability to deliver on time. But even longestablished global operators are entitled to feel an extra burst of pride – and to anticipate extra business – following official acclaim for one of their products. For Strike Pro, the latest such occasion arrived in June on one of the industry’s biggest stages – EFTTEX 2010 in Valencia, Spain. And not just once but twice. Victory in the Best New Soft Lure category for Reaction Baits and the Best New Braided Line category for Strike Wire was described by Strike Pro Europe’s Leif Collin, as “pure delight”. Above: Steven Tsai (left, Strike Pro Taiwan) and Collin, whose duties require a demandStefan Trumstedt (Strike ing work schedule travelling between his Pro Europe) with the Best native Sweden and Strike Pro’s Asian bases, New Braided Line Award. dedicated the twin success to the efforts of the company’s entire workforce. “EFTTEX felt really good for all of us. We have been working hard for many years developing reliable high quality products for fishermen, and the awards are credit for all our work,” he said. Despite the teamwork ethic, Collin was happy to single out the two team leaders C O N TA CT behind the products T: +46 8 761 0600 for extra praise: Stefan E: lc@cwab.com Trumstedt, who W: www.strikepro.com.tw www.strikewire.eu www.jurofishing.com worked in tandem with Collin dur-
I ED L
STRIKE WIRE
N
Few braids are available in as many colour, diameter and test options as Strike Wire, winner of EFTTEX’s Best New Braided Line award. ● Strike Wire Extreme comes in moss green or yellow versions. A tight weave floating superbraid, it covers everything from big game to vertical jigging and is supplied on 135m and 1500m spools in 12 different diameters/tests ranging from 0.08mm (4.5kg) to 0.46mm (55kg). ● Red Strike – a vivid high-viz scarlet braid – is perfectly suited to trout fishing, vertical jigging plus a multitude of coarse and spinning methods. This line is available on 135m and 1500m spools, in 0.13mm (9kg), 0.15mm (11kg), 0.19mm (14kg) and 0.23mm (16kg) diameters/breaking strains. ● Strike Wire Vertical is the most specialised of the family, aimed directly at straightdown finesse jigging for crafty predators like big zander. Bright pink in colour, it comes on 135m spools on 0.08mm (4.5kg) and 0.10mm (6kg) options.
DESIGN EXCELLENCE SHOOTS SNOWBEE TO THE TOP AT EFTTEX The new XS-tra Distance fly line gives longer casts with minimal effort – and it has already caused a stir in UK competitions ahead of its European launch.
BEST NEW FLY LINE
B
SNOWBEE XS-TRA DISTANCE
Mel ents presents nall pres Bagnall Mel Bag Fréd ier Parrier éric Parr Frédéric with rd. award. his awa with his
E
ST N E W
WINNER F
LY
LI N
E
PRODUCT SPECIFICATION Snowbee XS-tra Distance lines will help reach fish that have previously been just beyond the casting range of many fly anglers. Available in Floating, Intermediate and Fast-Sink versions, each line is 40 yards and is boxed and spooled together with two braided loops plus a small bottle of Line Slick for the floater and Degreaser for the two sinking versions, as follows: Density Colours Floating Chartreuse/Orange Intermediate Kelly Green/Orange Fast-Sink Dark Green/Orange ● Manufacturer’s RRP is 55 euros (£45 UK)
Sink Rate N/A 2-2.5ips 5-5.5ips
Rating #5,6 7 & 8 #5,6 7 & 8 #5,6 7 & 8
WANT TO STOCK THIS LINE? Any retailer with a strong customer base of fly anglers who tackle big stillwaters and larger rivers would be wise to include Snowbee Xs-tra Distance lines in their stock range for 2011, says Snowbee. The Xs-tra Distance offers ease-of-use for newcomers and experienced anglers alike thanks to the perfect balance and profile with a short head that helps load the rod. It’s the perfect line for optimum distance for minimal effort. Despite excellent international coverage through exporting to some 30 nations already, Snowbee is also keen to hear from potential business partners in the following territories: Scandinavia, Romania and the USA.
Left: Snowbee MD Russell Weston with the EFTTEX Best New Fly Line Award.
C O N TA CT
T: +44 1752 334933 E: flyfish@snowbee.co.uk W: www.snowbee.co.uk
T
he quest for extra casting distance is always high on the wish list of any fly angler fishing windswept stillwaters or big rivers. Technique is essential, but so too is having the correct tackle. Owning the very best rod and reel is not enough unless they are teamed with a suitable line. UK company Snowbee knew it had created something very special with its new XS-tra Distance line, and entered it for contention at the EFTTEX 2010 Best New Product Awards where it duly won the Best New Fly Line title amid strong competition. Snowbee Sales & Marketing Manager Simon Kidd, a highly accomplished fly angler on the competition circuit, gave Angling International an insight of the thinking, development and testing process behind the product launch. “We set out to create a fly line using a shooting-head profile for extreme distance casting, a line which would assist new and experienced anglers to obtain extra range in conditions where they are restricted to a shortened back cast,” he said. “Such a line should also be highly visible for fast take detection, and of two colours in order to indicate the optimum loading point for maximum range. “We had previously developed the Extreme Distance Floating line with an extra long 60ft head. Distances of 50m could be achieved, but this needed the full head extended and aerialised which in so many fishing situations simply isn’t practical. “The casting performance of our Countdown sinking lines and Tropics surf lines in particular, which have an extra short head and were achieving distances of 40m comfortably, led us to realise we could expand the range with a stillwater series featuring a shorter than average head profile to achieve maximum distance with minimal effort. “The shortest head in the XS-tra Distance range, 30ft, is on the Fast Sink line. With the lighter density of the Intermediate and Floating lines the heads are progressively slightly longer and each runs into a continuous, fine diameter running line for the ultimate shootability. “The overall line length for each line is 40 yards and early trials yielded effortless
distance achievements with a minimal back cast,” added Kidd, whose use of XS-tra Distance prototypes in recent UK competitions has created a buzz among fellow anglers. “In a recent bank competition several anglers asked what rod I was using as I seemed to be casting a long way. It was not my rod, the Snowbee Prestige, but this line. The two were well balanced which does make a huge difference but my floating line was simply flying in a strong cross wind slightly into my face, with minimal effort and back cast.”
EFTTEX impressions
EFTTEX 2010 in Valencia drew praise from Simon Kidd for many of its benefits – but he feels there is still room for improvement. “EFTTA provided a superb exhibition venue with airport and accommodation close by. The venue for the awards night was very different and original too,” he said. “But whilst many of our customers visited, a number of important ones still chose not to,
so encouraging more potential customers to visit must continue to be a primary objective for the future. “On a personal note, I saw an increasing number of ‘closed’ stands where exhibitors were totally shut away behind 6ft walls. I can understand their reason but I think it does little for an international trade show environment. I would discourage this activity. Have secure and private sections of a stand by all means, but don’t ring fence the whole thing off.”
September 2010 Angling International
39
FLY SPECIAL
I N S I G H T • A N A LY S I S • N E W P R O D U C T S
A broad mix of manufacturers reveal the products and market trends they believe will shape the fly fishing sector in the next 12 months, including revolutionary rod materials, new brands and distribution opportunities. Fly fishing has had more than its fair share of troubles during the economic downturn, but as 2011 approaches there is a sense that this is a sector reborn. Few markets have been more in need of genuine innovation, and in what seeems like perfect timing, fly fishing has been energised by two rod brands in particular: G.Loomis and Hardy are launching what they unashamedly believe are revolutionary rod ranges destined to reshape the future of fly fishing. They share their thoughts in this section and are joined by other equally positive brands, including line makers Scientific Anglers and, more intriguingly, Imago from Sweden. It’s a small company which believes it has idenitified a new niche of free-spirited fly fishermen. If its hunch is right, who knows how the sector might look in a further 12 months’ time. Angling International Publishing Editor, Mel Bagnall
IN THIS SECTION 41 Scientific Anglers 42 JMC/Mouches de Charette 44 Hardy & Greys 46 G.Loomis 46 Snowbee 47 Wright & McGill 48 Imago 50 AquaPro 50 Uni Products 51 Fulling Mill 52 Shakespeare 53 Dohitomi 53 Weihai Hanhigh
Scientific Anglers drives on with new launches
T
he difficult trading conditions in the US have failed to check the impressive momentum gathered by Scientific Anglers, which continues to post an impressive record of product innovation and sales growth. “Of course we are aware that things are tough in parts of the industry but as a business we really haven’t noticed it,” said Jeff Wieringa. “Sales growth has been maintained both in the US and worldwide.” Scientific Anglers’ continued investment in research and development would appear to substantiate the claim. In the past year, Tim Pommer has joined the company, assisting long-time staffer Del Kauss on product development and expansion, while the emergence of new technology as well as locale-specific fly lines continues unabated. SA’s Sharkskin technology has been the springboard for many of the new ideas from the Michigan-based company and that advanced texturing process is at the heart of two more major new products. The new Mastery Textured fly lines have a dimpled pattern (not unlike a golf ball) over 50-60% of their surface. The lines offer con-
sumers significant casting benefits, reduced memory and enhanced floating capability. Also new from the SA stable is a series of nine new Spey lines, all featuring new tapers, different weights and heads. These include the Skagit Extreme, a very aggressive line with an integrated tip, removing the need to add anything to the line. It is available in 110 feet and 100 feet versions. Both lines feature a technique called SA ID (Scientific Anglers Line Identification) which enables the printing of key data including type of line, the weight and, most impressively, the sink rate, on the surface of the line. “The technique was tried in the Nineties” said Wieringa. “We have now resurrected it and perfected the process. Anglers are going to find this incredibly useful.” The lines, which have been two years in development, will both be available in the shops from October 1st. Contact Tel: +1 651/736 5952 Email: jlwieringa@mmm.com Web: www.scientificanglers.com
September 2010 Angling International
41
FLY SPECIAL
I N S I G H T • A N A LY S I S • T R A D E N E W S
Clockwise from top: JMC Elite fly rods, the JMC Rafal fly reel, the JMC Specialist vest, and the JMC Control Zip wader.
French specialist targets growth with larger range
After conquering its home country, JMC/Mouches de Charette believes it now has the right lines to attract buyers from further afield.
T
he market leader in France’s fly fishing sector since 1995 is on a mission to spread success throughout the rest of Europe. JMC/Mouches de Charette bases its success on dedication to customer satisfaction coupled with deep knowledge and understanding of fly angling. Growth has meant it now has an extensive product range of 5,400 SKUs and customers in 17 countries. “In France we have around 60% market share and now a focus on export has
‘MUST STOCK’ PRODUCTS FOR EUROPE Some of the best selling JMC products for years on the French market are already finding favour with customers elsewhere in Europe... and so too are a host of hot new products launched this year. Andrew Ayer singled out the following as ‘must stock’ products for any European retailer with a dedicated fly fishing customer base. Classics
● JMC specialist fishing vest ● JMC Symbol fly line ● JMC Kamoufil nylon ● JMC Triumph fly rods
● JMC SPC fly rod. “A powerful
bright orange rod designed for pike and freshwater bass.” ● JMC Rafal fly reel. “Features a thin spool and extra large arbor.” ● JMC Energy Float Tube. “Its larger Hot Newcomers shape floats higher on water.” ● JMC Expression fly rod. “It has a ● JMC Control Zip waders. “Features progressive action and trendy looks.” a convenient waterproof zipper.” 42
Angling International September 2010
become an extensive part of our business,” confirmed Andrew Ayer, who bought the company from Jean Marc Chignard. To date, export growth has been fastest in France’s neighbouring countries of Belgium, Switzerland and Spain. Momentum is gathering elsewhere including The Netherlands, Ireland, Czech Republic and Slovakia. “But for certain we wish to discuss business possibilities with retailers or potential privileged distribution partners who could effectively service retailers and their fly fishermen customers with our products,” continued Ayer. He lists as his priorities, the United Kingdom, Scandinavia, Slovenia and eastern Europe. Ayer is also delighted to work alongside the man he bought the company from: Mr JMC… Jean Marc Chignard. “Jean Marc is one of France’s most renowned fly fishermen. He has stayed on as a partner and advisor. In 1986 he himself bought the traditional fly tying company Mouches de Charette and developed it into France’s leading company for fly fishing,” he said. Chignard’s vast expertise and experience is channelled into the vital areas of technical advice, product development and testing. This in turn allows Ayer to concentrate on growing export potential and ensuring the company’s highly specialised manufacturing
“In France we have around 60% market share,sonowtherewill be a focus on export.”
partners in France and overseas meet their stringent quality specifications – and deliver on time. “Our company services more than 700 shops in France. We hold enough stock to fulfill our promise to them of a 24-hour delivery turnaround from receipt of their order. Our research shows 98 per cent satisfaction with this,” continued Ayer. “Today we have a range of more than 5,000 product references and absolutely all of these are fly fishing-related items. We stick to what we know best, where we know our customers,” he concluded. Contact Tel: +33 4 74 24 22 73 Email: andrew@jmcflyfishing.com Web: www.mouchesdecharette.com www.JMCflyfishing.com
FLY SPECIAL
I N S I G H T • A N A LY S I S • T R A D E N E W S
Sintrix puts Hardy & Greys ahead of the curve
Three new fly rods will be the first launches to use the revolutionary new material, which has been tested and proved to bend further than anything else.
Sintrix rods were tested to the extreme in Florida and none were broken. Now fly anglers will be the first to be able to buy these highly-advanced rods.
T
he development of new matrix resins for the aerospace industry by American corporation 3M has enabled fly specialists Hardy & Greys to develop SINTRIX, a material it says will revolutionise conventional carbon fibre fishing rods. Three new fly rod ranges will be the first Hardy & Greys launches built with the new material when they hit the market in January 2011. The company will have fully-cosmetic production models ready for the ANSPO show in Germany and the IFTD show in Denver, both in September. Only four fishing tackle brands have been selected by 3M to have access to its new matrix resin material. Hardy & Greys has a unique recipe of the base material which is unavailable to any other company. Having specialist composite engineers from Hardy’s Advanced Composite Division (HAC) proved a huge advantage in working with the new base 3M material. Eighteen months of collaboration between HAC engineers and Hardy’s rod design team produced Sintrix, a unique and trademarked material that the
“Sintrix is different and better than carbon fibre and other nano technologies currently in use.” 44
Angling International September 2010
company believes offers the optimum benefits available from the new 3M resins. Sintrix promises rods that are at least 60% stronger and that can be up to 30% lighter than conventional carbon fibre, yet still allow any action required in a blank. How does it work? Hardy and Grey’s Sales and Marketing Director Ken Brewster explains: “Sintrix is both different and better than carbon fibre and other nano technologies currently in use. The first advantage is that silica nano spheres blended within the resin and holding the carbon fibres in parallel alignment resist compression better than any other material previously developed. “The second advantage is the perfectly even distribution of silica nano particles throughout the resin. Other nano particles do not distribute evenly. Nano tubes, currently in use within other rod blanks, are prone to significant conglomeration, resulting in inconsistencies and therefore weak spots within the blank. We tested and rejected nano tube technology for both aerospace and rod blank applications because of this reason.” Extensive testing of the new rods included trips to Florida where both freshwater and saltwater rods were subjected to extreme testing. Over 2,000 fish between 5lb and 350lb were caught on Sintrix rods between 4 and 12 weight ratings. Despite the testers’ best efforts, all rods returned to base intact! Despite the phenomenal strength and durability advantages of Sintrix, Hardy stresses that these rods are not unbreakable. The rods will not be immune to being trodden on, shut in car doors or having their tips bent back on themselves. However, treated responsibly in a normal fishing situation, Sintrix rods will bend further than any other rod. Contact Tel: +44 1665 511507 Email: info@hardygreys.com Website: www.hardygreys.com
FLY SPECIAL
I N S I G H T • A N A LY S I S • T R A D E N E W S
G.Loomis proclaims the ‘best fly rod ever’
G
Loomis doesn’t waste words when asked to put into context the significance of its new, much vaunted NRX fly rod range. “What we are saying, so there is no confusion, is that this is the best fly rod ever built. Period!” Coming from a company with a near 30-year history of making acclaimed fly fishing rods, the assertion carries considerable weight. So Angling International asked G.Loomis’s Director of Engineering Steve Rajeff (pictured), who headed up the engineering team, to explain the confidence behind the comment. “The key factor is these rods are noticeably lighter in weight for their power and action. Most people who have tried them have a ‘wow’ reaction,” says Rajeff. “They are also stronger per weight and more impact damage resistant than other rods in the premium ‘very lightweight’ category.” NRX has quickly captured the attention of the industry by winning the overall Best Of Show award at ICAST and the Best New Fly Rod category at EFTTEX. The rods look like nothing G.Loomis has build before and, says the design team and pro staff, feel like
nothing they have built before! But with at least two other world-known companies sourcing and using similar technology to produce lighter and stronger rods, what are the characteristics that set NRX apart? “We have worked for some time with the designer of the resin to develop our specific resin recipe, which is mixed in the nano particles. We have a unique-to-G.Loomis epoxy formula and nano ration/ content,” explained Rajeff. “We also tested many carbon fibres and learned that certain fibres yield far superior performance characteristics of strength and stiffness, called translation. The combination of our resin and carbon specifics makes our rods unique. “We have had a couple of years’ experience designing blanks and testing rods so this gives us a head start. This, plus our manufacturing capabilities, is an advantage. Our message to distributors and dealers is ‘you’ll like what you feel’.” The substantial investment made ade by G.Loomis in the development of NRX suggests ggests the rods won’t come cheap, a fact Rajeff didn’t attempt to avoid. “These rods are directed to serious rious anglers and those
who demand the best,” he added. “But any angler with even modest skills should be able to feel the difference. Is it worth it? It’s up to the individual.” The NRX range comprises 16 rods – four trout models, three stillwater, seatrout and salmon models, six predator models and three double-handed models – that will be marketed worldwide. European Brand Manager Raffaele Mascaro said: “NRX rods are 15-20% lighter and 20-25% stronger than our GLX, still considered a top end rod.” Contact Tel: +1 360 225 6516 Email: srajeff@gloomis.com Web: www.gloomis.com
Rods success gives Snowbee launchpad for expansion Snowbee has announced it is ‘game on’ this winter as it prepares to build on its best ever rod sales. The UK game fishing specialist has been active developing new products across its fly fishing range following an exceptional response to its latest rod ranges. The launches of the new Prestige range and the new four-piece Snowbee Diamond rods have been heralded as particularly inspired moves. Says Sales & Marketing Manager Simon Kidd: “The new Prestige rods are up to 18% lighter than the 2009 range. They have a great burgundy lustre finish and every one has a natural but very unique Burl wood reel seat. This makes each and every rod completely unique and as individual as the person that owns it. “They cast superbly, but fishing rod design is not just about casting. Landing and playing fish is equally important, especially in competition, and the feedback is that they perform perfectly in every department.” Another first this year has been Snowbee’s new ‘3 in 1’ landing nets. They double as a lightweight river net and easily clip onto a fly vest ‘D-ring’ with a magnetic clip. Adds Simon: “Alternatively, they can be 46
used with the spare handle as a high bank net for rivers or stillwaters where wading is not permitted. They also adhere perfectly to the rule sizes for international competition n fishing. They are something of a bargain rgain at under £30.” Snowbee will unveil a brand and new range of fishing and shootingg garments at the Tackle and Gun show in October. More advances are also planned for waders and other core products as the company ny strives for continuous improvement in n all departments in 2011. It is also expected to announce more developments in the sea fishing market, which has received a greater focus in the past 12 months. Contact Tel: +44 1752 334933 Email: flyfish@snowbee.co.uk Web: www.snowbee.co.uk
Angling International September 2010
The new Diamond (above) and Prestige rods have pushed Snowbee’s sales to new heights.
Tools and accessories the key to increased sales for Wright & McGill Launched eight years ago as the ideal accompaniment to its recently introduced high quality range of fly rods, waders and jackets, Wright & McGill’s Essentials and Accessories product line has gone from strength to strength ever since. Now, for 2010 and beyond, the Denver, Colorado Chris Russell: “Our tools offer good margins and company has concentrated exceptional value.” its efforts upon rounding out the category by offering a complete line of fly tools, accessories and fly boxes. The upshot is more than 100 different tools and accessories designed to merchandise and display together for a complete set covering all fly needs. As Marketing and Product Director Chris Russell points out, the system allows better use of the retailer’s space while presenting a much better, professional look on the shelf. “These tools are designed to help offer a very
attractive margin to the fly retailer and exceptional value to the consumer,” he says. “The Wright & McGill brand has always stood for high quality and fantastic value. In today’s economy our products fill the needs of the customer looking to enjoy his favourite pastime but needing to make his money go farther,” he adds. So how does Russell and his team view the worldwide fly market at present – growing, static or declining? “Overall it appears the fly market is slightly down, particularly for the higher retail items. That trend is part of our brand strategy for Wright& McGill. We offer exceptional value for money on all our items giving anglers top quality products at prices they can afford. And thus we have continued to grow our sales in the fly market this year.” So, in which territories worldwide does Wright & McGill expect its new Essential Accessories range to sell well? “We sell the majority of our fly product within the US market,” confirmed Russell, adding, “We have
however seen some growth in Spain, Germany and also Russia.” Any prospective business partners in other parts of Europe or further afield are welcome to open up dialogue by making contact on the numbers below. Contact Tel: +1 720 941 8667 or 8700 Email: crussell@eagleclaw.com Website: www.wright-mcgill.com
September 2010 Angling International
47
FLY SPECIAL
I N S I G H T • A N A LY S I S • T R A D E N E W S
Swedish enthusiasts focus on fly fishing’s new generation
Two years after entering the market, fly manufacturer Imago has exceeded all sales expectations. Its secret? Identifying a growing niche of free-spirited anglers.
. s m u b t u o r T
Below: The Imago van captures the ‘fish anywhere’ spirit of the brand.
If you haven’t heard of them yet, you soon will. Because, according to one forwardthinking manufacturer, troutbums are the future of fly fishing. Sweden-based Imago has grown beyond all expectations since bringing its product to the market in 2008, and it bases its whole business strategy on targeting the next generation of fly fishermen. Troutbums, says Imago co-founder John Zerihoun, are free-spirited, environmentally-
“We are the only brand out there capturing the spirit of tomorrow’s fly fishers. Imago is a lifestyle choice, a way of life anyone can follow.”
48
Angling International September 2010
aware, adventurous and fiercely committed to their sport. Like surfers, they value gear that is practical and hardwearing but which looks good too. Practical because nothing should come between a troutbum and good fishing, no matter where he might be in the world; good looking because, like surfers, troutbums wear their passions on their sleeves. Besides, the next fly fishing adventure could be just a phone call away, and it pays to be dressed and ready. Provide troutbums with the right gear and you will find yourself with a loyal customer base of passionate, committed anglers that could stay with you for a generation – and Imago believes this is where it has the edge. It has, says Zerihoun, stolen a lead on its competitors because its senior team are all troutbums too. A passionate angler, Zerihoun has a PhD in Finance and gave up a prospective career on Wall Street to follow his dream. His business partner Alexander Gustafsson is a plumber by profession. Their paths first crossed on a fly fishing trip. “We spent the whole night by the campfire, discussing why we fish and how important it is in our lives,” says Zerihoun today. “We agreed there was no brand that matched our values. The following day, as my float tube was leaking in the middle of a lake and Alex’s new waders were taking in water,
the first steps towards Imago were taken. “It means Imago is created for the new generation of fly fishers by the new generation of fly fishers,” he adds. “Frankly speaking, we are the only brand out there today capturing the spirit of tomorrow’s fly fishers. Imago is a lifestyle choice but it’s not age-specific. It’s a way of life that anyone can follow.” Pinning Zerihoun down between fishing trips is not easy. Ahead of the IFTD Show in Denver he has spent much of his time chasing salmon in northern Europe. But when he speaks, he is passionate about what sets Imago apart. The starting point, he says, is great products. “Every product we create originates from a demand from the next generation that is not being fulfilled on the market today. You will find practical solutions created to solve specific problems that you come across when fishing. It’s things that we experience ourselves so we know it’s what other anglers are experiencing too. “Since we began, the response from consumers has been overwhelming. The first retailers back in 2008 were suspicious of a new brand – rightfully so, as the market was flooded with brands. However, they soon noticed that customers were so satisfied that they were coming back asking for additional Imago products. The retailers and distributors that we have added since then have
ADVERTORIAL THE SALES STORY
4 REASONS WHY IMAGO PRODUCTS ARE SELLING “Imago has been a love story with the customers from the beginning,” says John Zerihoun. “In 2009 we had beaten our projected sales for the year by June. And so far this year, sales have been up approximately 200% against projected calculations.” Here’s why his products sell:
1. Clear market focus
“Imago is the only brand that embodies the lifestyle of fly fishing that the new generation is looking for,” says Zerihoun. “And our innovations are inspired by real fishing experiences.”
2. A commitment to testing
“We follow a philosophy of testing a product for one year prior to release, and this means that customers are not treated as test rabbits,” says Zerihoun. “This can easily be seen in the very low amount of reclamations. It’s only 3% on waders and 0% on jackets! Retailers feel confident recommending our products to customers. And knowing that they will not be replaced every year,
unlike many other brands, means there is no logistics nightmare every autumn.”
3. Fast delivery solutions
“Retailers can instantly see online what’s in stock and can place an order while the customer is in the store. A couple of days later it’s in the hands of the customer.”
4. Outstanding marketing support
“Retailers and distributors have access to an ftp database from our photographer. It’s continuously updated with new, fresh studio pictures of our products. This means that every retailer and distributor can personalise his own branded sales pitch.”
largely approached us because they have had customers asking for our products.” Central to Imago’s success is the professional clothing line, Amphibian, what Zerihoun calls “the backbone of our sales”. The popular Amphibian jacket is typical of the ‘practical yet good looking’ ethos of the brand. It includes a large pocket on the back for holding the net and preventing it snagging on overhanging tree branches. The range will grow with the addition of the Amphibian light series. The Imago Explorer float tube was released in the spring and “already selling well all over Europe,” says Zerihoun. And this autumn will see the launch of the fly rod series, Imago Performance Tool. “More than 80% of the first batch is already pre-ordered,” says Zerihoun delightedly. There’s more. “Later this autumn, the Amphibian light shoe will finally be ready for release after a full year of testing. Future products for 2011 include a fly reel and a line of
Right: Co-founder Alexander Gustafsson is also a passionate angler. Main image: Lifestyle photography is a big part of the marketing mix.
soft goods, including hoodies and T-shirts.” Imago is distributed in its native Sweden plus Belgium, the Czech Republic, England, Germany, Switzerland and the USA. Zerihoun is actively looking for partners in all other territories – but they need to embody the Imago philosophy. “We are looking for partners that are actively positioning themselves to take part in the change our business is currently experiencing. We want to hear from people committed to providing customers with the best products the market can offer and who have a true passion for fly fishing. That’s what characterises our current retailers and distributors.” The message? You don’t need to be a troutbum to sell Imago, but it might just help!
SPECIAL OFFER FOR IFTD SHOW VISITORS
At the IFTD Show in Denver, any new customers that place a full assortment order during the show will enjoy a 15% discount as well as the possibility of a fully customised video stream commercial by the owners of Imago.
Contact Tel: +46 733 929000 Email: info@imagoflyfishing.com Website: www.imagoflyfishing.com
September 2010 Angling International
49
FLY SPECIAL
I N S I G H T • A N A LY S I S • T R A D E N E W S
Partners serve up exclusive distributor opportunities Left: AquaPro products can be delivered from Europe or the Far East.
F
ed up with large minimum orders? Struggling to keep all sizes in stock? Long lead times causing problems? Payment in advance stretching cashflow? If you answered yes to one or more of these questions then you may be interested in distributing AquaPro fly lines and accessories. Working in conjunction, UK company Dragon Tackle and FirstDart Fishing Tackle from Singapore have created a range of fly fishing lines and accessories that, says Simon Henton of FirstDart, enable partners to enjoy exceptional prices, local service and support – and an exclusive brand. “We offer inventory in the European Union, delivery within one week, a comprehensive range and strong margins and good price points,” Henton told Angling International. Thirty days credit is available subject to references, but the beauty of the proposition is its flexibility. “The range of products has been created and is ready
to order. You can order in two ways,” explains Henton. “Either order from our European inventory and benefit from short lead times as well as small minimum order quantities and fast delivery. Or you can order from our Far East factory to maximise your profits.” He continued: “We are looking to appoint exclusive distributors to handle defined territories. In addition there is marketing support and help available to promote the products in your territory and the potential to develop exclusive products for you and your customers. “By combining Far East production, economies of scale and unified packaging along with warehousing and distribution in the EU we are able to offer superb prices with exceptional service.” Contact Tel: +44 7736 614174 (Terry Clease), +44 7836 243741 (Simon Henton) Email: terry@dragontackle.com, simon@firstdart.com
Uni-Products adds colour A constant quest to discover, develop and launch new colours and products is the formula that has made and maintains Canada’s Uni-Products as a world leading supplier of fly tying materials. The Ste Melanie, Quebec company has unveiled several ‘new for 2011’ product lines including spooled Micro Tinsel in 6/0 gauge black and brown plus 3/0 gauge bronze, together with three sizes of holographic orange Uni-Mylar. Also certain to excite fly-tyers across the globe is the addition of five new colours – brown, yellow, rainbow/ black, pink, and light blue – to Uni’s acclaimed Axxel 8in Ty-Rap range. Packaged in bundles of eight-inch lengths, Axxel Ty-Rap comprises one narrow strand of flash material supported by two nylon micro-filaments for added strength. Uses for this flash material Right: the popular Axxel 8in is now available in five new options. 50
Angling International September 2010
are almost endless. For example, to add sparkle Axxel can be wound with other body materials or added to a standard wing. It makes excellent ribbing material, being a tougher and more subtle flash than regular tinsels. When combined with ordinary chenille it creates an effect similar to crystal chenille, allowing the creation of bodies featuring the variegated or broken-up pattern so often seen in the natural world. A combo set containing packages of all seventeen colours of Axxel 8in Ty-Rap is now also available. Contact Tel: +1 450 889 8054 Email: info@uniproducts.com Website: www.uniproducts.com
fulling mill
Fulling Mill delivers stark warning to ‘inferior’ rivals “We have had a steady The fly fishing sector performance across all should brace itself for categories this year, espeanother challenging 12 cially new introductions,” months, and manufacturers continued Wolstenholme. unable to deliver high qual“Our sales of fluorocarbon ity at competitive prices will and copolymer continue to find it increasingly difficult do particularly well as they to survive. That is the view represent excellent value for of John Wolstenholme, John Wolstenholme is money. Director of Sales and Mar- predicting a tough year. “It’s important for us keting at UK fly specialists to work with companies in other Fulling Mill, which conversely is territories that share our commitment setting sights on growth in 2011. to quality and service. We are looking “Fulling Mill is having a very good for steady and manageable growth year overall,” Wolstenholme told with our partners which is sustainAngling International. “Consumables able and profitable for both of us. We seem to be holding up generally and have no shortage of sales enquiries I wouldn’t want to be too reliant on from around the world, and produce the capital items. I am sure we will continue to do well through 2011 although my expectation for next year is that it is going to be a very tough year generally and we may see some casualties in the industry.” His reasons? “Consumers are demanding higher quality at fair prices. There are a lot of inferior quality, cheap a lot of custom patterns for a variety of flies on the market at the moment and companies. Promoting and expanding consumers are realising that this is a the Fulling Mill brand in certain terfalse economy. Conversely, at Fulling ritories in Europe will be a key focus Mill we have seen several areas for for us next year.” potential growth in the market and are in a good position to capitalise on Among the confirmed new projects these next year.” for 2011 will be a new website with a Without being drawn too far on user-friendly dealer order section. Fullpotential targets for 2011, it is clear ing Mill is also a key distributor for a that Fulling Mill is strongly posinumber of other international brands. tioned to further diversify away from its core product of flies, and equally Contact strongly positioned to attract serious Tel: +44 1293 778600 distribution partners in new territories Email: john.wolstenholme@fullingmill. worldwide. com Web: www.fullingmill.com
“Consumers are starting to realise that cheap flies are a false economy.”
September 2010 Angling International
51
FLY SPECIAL
I N S I G H T • A N A LY S I S • T R A D E N E W S
Shakespeare retains impetus with four new rod ranges Unbowed by static growth in the UK, the rod specialist is pushing on with new developments to put itself in the best possible position when sales return.
C
onsolidation, diversification and targeted growth will ensure Shakespeare maintains a solid presence in the fly fishing market sector during Europe’s ongoing economic downturn. With the launch James Robbins: “We have of four new rod ranges for a great following in all 2011 – each at a highly atregions of the UK.” tractive price point – the Pure Fishing-owned company is feeling enthusiastic about its prospects. By delivering a mixture of all-new introductions and XT upgrades to existing families, Shakespeare has struck the perfect balance between value for money, material quality and performance according to Brand Product Manager James Robbins. “Shakespeare has a big tradition within the fly market and provides quality products at a very competitive price. Our products traditionally fit into the low to middle price points and have a great following in all regions of the UK and Ireland,” he said. But how strong is the UK market right now? “I would best judge current growth as static,” explains Robbins. “In England, the removal of the coarse fishing closed season on lakes and canals in the 1990s had a negative impact on fly fishing sales and participation. Many coarse anglers used to fish for trout in the old close season, but stopped when the rules changed. “But on a positive note we have seen an increase in the sales of lighter brook and stream rods, reels and lines. This may be due to increased availability of river trout fishing as water quality improves, and also the flexible nature of this type of fishing. It’s easy to keep a small fly rod and minimal gear in the car to grab an hour or two’s fishing on a local river when the chance arises. “Our UK range includes rods, reels, lines, flies, luggage, nets and waistcoats,” he added. “For 2011 we plan to develop and improve our range of fly accessories. In the rest of Europe these products are also available but we are mostly focused on the Nordic countries where we are growing.” Contact Tel: +44 07810 852326 Email: jcrobbins@uk.purefishing.com Website: www.uk.purefishing.com 52
Angling International September 2010
1 2 3 4
RODS FOR 2010 Shakespeare’s four new
fly rod families for the European market in 2011. 1. Oracle XT Salmon
A total redesign and upgrade of the famous original Oracle series brings five double-handed four-piece rods to the shops under the Oracle XT Salmon banner. Starting with a 12ft 8wt model, the others are 13ft 8wt, 14ft 9wt plus a pair of 15ft 10wt versions – one Standard and one Fast action. All are supplied in a quality Cordura tube. Revised line weights, handle lengths and guide spacing reflect the shift in modern double-handed fly rod design, but they retain traditional, userfriendly and versatile Spey-style actions. UK RRPs from £79.99 to £119.99.
2. Trion XT Fly
The 16-strong Trion XT range represents the top price point for Shakespeare fly rods. Actions have been refined and developed to match a more accurate single line rating, from the delicate 6ft 6in 3wt model right through to the powerful 10ft 8wt version. Shorter Trion XTs (up to 8ft) are built on a threepiece blank design, the others are four-piece but with no loss in action or performance in comparison to the original two- and three-piece Trions. UK RRPs from £55-£65.
3. Expedition XT Fly
Incorporating fast action 30-ton carbon blanks, these seven-piece fly rods offer total versatility to the travelling angler and are supplied in a protective Cordura tube. Shakespeare has refined the actions of its original Expedition series plus added an important 9ft 5wt version. UK RRPs from £55-£65.
4. Odyssey XT Fly
The original Odyssey range has achieved a massive following and significant sales over the last four years, and with improved spec and performance Shakespeare expects Odyssey XT to do likewise. The three-piece construction retains amazing actions throughout the 12-strong series from 7ft 3wt to 10ft 8wt. A quality Cordura tube adds even more value to this amazingly competitive series. UK RRP £50-£80.
Dohitomi: ‘Our newest fly hooks can save fish’ With an extensive range numbering more than 50 different patterns for fly fishing alone, hook manufacturers Dohitomi prides itself on supplying premium quality products developed by the most demanding anglers in Japan. Made either of stainless steel or chemically sharpened high carbon, Dohitomi’s hooks, including its best known Maruto brand, are sold worldwide, with the USA its biggest market. The growing emphasis on conservation through catch and release meshes well with the company’s recent move towards adding more semi-barbless fly hooks, salmon doubles and trebles to its hook range. An explanation of these hooks, as seen at ICAST, and their revolutionary ‘lock-unlock’ feature to reduce lost fish can be found at respected US writer Doug Cavin’s www.gethookd.net website. “Catch and release items are a growth area,” confirms Yoshi Dohi, whose father owns the company which was founded in 1892. “With this hook we can perhaps save a lot of fish we do not intend to kill.” Contact Tel: +81 795 46 0001 Email: maruto@dohitomi.com Web: www.dohitomi.com
Chinese rod giant makes improved offer to fly brands
As the key trading period for the fly fishing sector begins with Denver’s International Fly Tackle Dealer Show, an invitation to fly buyers is coming from the other side of the world. The message from Chinese rod manufacturer Weihai Hanhigh is that companies interested in developing product at its new Gold Stone factory “will not be disappointed”. “Fly fishing is an important part of our new product range and is becoming more and more important,” explained owner Wang Qian Gang. “Most of our customers are based in Europe and North America
and, together with South America, these territories are where most of our growth will come from in the next few years. We will continue to work closely with our customers to develop product specifically to meet their market needs.” Wang Qian Gang told Angling International in January that he expected China Fish to boost the company’s fly fishing business and that proved to be the case, with more orders following the big Beijing show. “Fly is still quite small, amounting to about 5% of our total turnover, but I believe the prospects are very good in the next few years,” he added. The company’s new 3,000 sqm plant in Weihai opened last year to complement the existing 10,000 sqm factory in Gushan, a move that has produced significant volumes of new OEM business. Contact Tel: +86 631 538 1858 Email: river@hanhigh.com Web: www.hanhigh.cn
September 2010 Angling International
53
54
Angling International September 2010
EFTTA TRADING WITH
The voice of the European Tackle Trade
Don’t arrange an ‘alternative’ to EFTTEX. You will harm the show – and the entire trade.
The August issue of Angling International carried a news story reporting how an international brand had invited customers to its hotel in Valencia as an alternative to exhibiting at EFTTEX. This month, EFTTA CEO Jean Claude Bel responds with a strong message for the industry and a convincing, no-punches-pulled argument why EFTTA condemns the practice and why it is increasingly important for companies to exhibit at Europe’s biggest and most influential trade show.
M
JEAN CLAUDE BEL EFTTA CEO
yself and the rest of the EFTTA Board were dismayed to learn of the approach taken by the company who decided to “find an alternative to EFTTEX” in Valencia by using a hotel to meet customers and even organise shuttle buses to take people to and from the show. If this is such a good alternative then why are more companies not doing the same thing? The answer is that it is not good for the European industry’s premier show – and therefore it is not good for the industry itself. It is working against everything we are trying to achieve as a group. It is not a new idea. Indeed, for years we have been fighting against companies who simply act like parasites to feed off the huge interest generated by EFTTEX. It is true that there are less and less companies acting in this way, but in my opinion there are still too many. That opinion is shared by the EFTTA
Board and, we believe, by the vast majority of our members who we know understand that it is vital for us to act together for the good of all our futures. By doing this, these companies have to be compared to all those people who also take advantage of the show by selling in the aisles, very often with the complicity of certain exhibitors who supply them with badges to gain entry. I have had personal experience of this in the past when I have been obliged to tour around a city’s hotels to see my suppliers, in addition to spending time at the show. It is a loss of valuable time and energy for buyers and defeats the whole purpose of the show – which is to bring everyone together in the same place to save time and create an
“It is not good for the industry. It is working against everything we are trying to achieve as a group together.”
efficient and positive environment in which to do business. Of course, it is easy to criticise the Association and the show. Nothing is perfect. But taking advantage in this way is totally wrong. If it was not for the show then they would not be there in the first place! If other companies take the same attitude there will ultimately be no more EFTTEX, which would be a sad loss of a unique, once-a-year opportunity to promote your business and products to the world. For me, it is blatantly unfair on genuine EFTTEX exhibitors to take advantage of them and the organising body of the show in this way. Our members have spent good money and valuable time to come to Europe’s showcase event. They certainly have the feeling that someone is stealing their money by doing this. Everybody has a choice to do what they want of course, but this attitude should not be proudly presented as an interesting new idea, but kept low profile. It is working against the industry as a whole and that is why EFTTA is right to be concerned.
“Our members have spent good money to come to Europe’s showcase event. They feel as if someone is stealing from them by doing this.” September 2010 Angling International
55
EFTTA TRADING WITH
THE VOICE OF THE EUROPE AN TACKLE TRADE
Are you helping youngsters to fish?
C
alling all members keen to introduce children to fishing. EFTTA has set aside 15% of profit in order to support youth fishing projects in Europe as part of its annual Youth Grant Scheme. It now wants to hear from youth fishing projects that are supported by member companies. Under the terms of the scheme, projects supported by member companies can apply for match-funding from EFTTA.
Plastica Panaro’s 501 Superbox will be part of the range sold in South America.
Projects organisers need to apply to the EFTTA Board for the match-funding. They need to show proof of financial support from an existing EFTTA member company as part of their application, so EFTTA is urging member companies to encourage the projects they support to contact the Board. EFTTA will match the contributions of the member company up to a maximum of 2000 euros. Says EFTTA Team & Membership Assistant Vicki
Plastica Panaro signs key distribution deal at EFTTEX Tackle box manufacturer Plastica Panaro has announced a new partnership with Argentinian distributor Gonzalo Galan following the signing of the deal at EFTTEX in Valencia. The Buenos Aires business will be the exclusive distributor for the Italian company and will showcase its products to the broad South American market during the Expocamping Show from October 1st to 3rd. Gonzalo Galan represents other prestigious brands including Mustad, Omoto, Strike Pro, Williamson, Blue Fox, Relix, Rapala, Storm and Sufix, and also has its own label for rods, reels, accessories and clothing. It started trading in national products in 1984 and has since added import and export arms to its business.
56
Seymour: “If you know of any youth fishing schemes that would benefit from this award please pass on this information. “We would like to build on the success of previous years and look forward to welcoming new groups to the scheme.” The closing date for applications is October 1st 2010. To apply for the EFTTA Youth Grant contact victoriaseymour@eftta.com.
Angling International September 2010
“We met during ICAST last year and then again at China Fish earlier this year,” explained Plastica Panaro’s Export Director Lucio Sirotti, whose distribution agreement with Platinum Marine in Australia was announced in Angling International’s July issue. “We finalised the partnership at EFTTEX in June. “All the people working at Gonzalo Galan are fishermen and they test the imported products to make sure they meet their customers’ requirements. “Argentina is a very strong market and is a good starting point for distributing our boxes to other South American countries. Gonzalo Galan is already selling its own products to nearby countries and will now be able
to introduce our range among its export offerings.” Sirotti believes that his twoand three-tray boxes will prove popular in South America and also has big hopes for Panaro’s new 195 and 196 Kamaleont series and 501 Superbox.
10
S U P P OR T ING P R OD U C T IN NO VAT ION W OR L D W IDE
at Angling rs ito ed t uc od pr e th th on m Each t exciting new International select the mos To help you t. ke ar m to t gh ou br g in be le tack customers, we decide on their appeal to yoeurmanufacturers so will include insight from thss immediately. you can start doing busine
products you need to know about Comfortable, durable waders already popular with serious anglerss The BR-203S DX is Aquaz’s best selling wader. It is constructed with Aqualex Megaflow fabric abric which boasts outstanding waterproof and breathability ratings of 25,000mm and 8,000 respectively. Features include back support protector belt, anatomically designed neoprene stocking foot with firm grip rubber dotted sole, breathable gravel guard, double kneepad protection plus internal zipper pocket. It is supplied boxed with repair kit and wader bag. What the makers say: “This wader is very popular for its comfort – including strong back support – throughout long hours of fishing, and also for its durability. This is due to the use of Aqualex Megaflow, a breathable four-layer fabric produced in Japan.” Business contacts Tel: +82 51 621 6001 Email: aquaz@aquaz.co.kr Website: www.aquazfishing.com
2
1
New lures that bass can’t resist New from US start-up Powerteam Lures are the 4in Diesel Craw and 4.5in Texas-Rig Jig, a pair of soft plastic hybrid pitching baits designed for freshwater bass. Neutrally buoyant, they are supplied in nine proven colours. What the makers say: “These one-piece skirted craw creatures play on the target’s hunting instincts with natural fluent motions and a ‘defensive craw’ position when paused. Because they are impregnated with a special blend of scents and salt, bass hold on long after the strike, which gives more time to slam back and set the hook.” Business contacts Tel: +1 732 987 9540 Email: sales@powerteamlures.com Website: www.powerteamlures.com
September 2010 Angling International
59
10
products you need to know about
Beauty and strength in one reel
3
Available from August 2010, Severo 3000 spinning reels from Omoto of Taiwan successfully blend the arts of design and manufacturing into a visually stunning reel of uncompromising strength and simplicity of use. Internal parts are made from the highest grade stainless steel and the waterproof drag system is powered by 14+1 stainless steel ball bearings for silky smooth performance under the harshest conditions. What the makers say: “If you want the finest spinning reels available today, then Severo is the perfect choice. The frame, rotor and spool are machined from billet aluminum for unyielding strength, unlike other high-end reels made from weaker die-cast aluminum and plastic.” Business contacts Tel: +88 642 215 5958 Email: sales5@omoto.com.tw Website: www.omoto.com.tw
Possibly the lightest waterproof boots around
4
For autumn 2010 Norfin, one of the biggest specialist fishing clothing and footwear producers in eastern Europe and Russia, introduces the Norfin Lapland boots. They boast extreme lightness and warmth thanks to the use of EVA foam material, which is rich in thermo-insulating micro bubbles, plus a triple layer insole combining polyester, foil and felt. Lapland boots are also fully waterproof. What the makers say: “The most important quality of these boots is extreme lightness. Anyone who tries them will be surprised that a boot can be so weightless. Hunters and anglers who are used to walking big distances will definitely appreciate the difference in comfort. A pair of Norfin Laplands will be lighter than only one regular rubber boot.” Business contacts: Tel: +371 67406673 Email: salmo@salmo.lv Website: www.salmo.lv
A braided leader that ties like mono A braided stainless steel leader that ties like mono? You’d better believe it say TUF-Line, creators of the new TUF Leader which eliminates the traditional need for crimps so long as recommended knots such as the Palomar and Albright are correctly tied. Made in the USA, TUF Leader is supplied in five-yard lengths in 10lb, 15lb, 20lb, 50lb and 100lb tests. What the makers say: “Manufactured with a unique tri-component process, TUF Leader incorporates T-304 extruded stainless steel around a Spectra fibre core to ensure the highest possible knot strength and durability.” Business Contacts Tel: +1 920 241 8780 Email: rex@wfilament.com Website: www.tuf-line.com
5
More additions to the Prowla rod range The latest addition to Greys’ Prowla range of freshwater predator tackle is a five-strong set of Lure/Spin rods, built on ultra high modulus carbon blanks in lengths from 7ft (2.13m) to 10ft (3.05m) with casting weight ratings from 14-28g (0.5-1oz) to 56-112g (2-4oz). They are furnished with a natural cork handle with a rubber cork protective end, metal reinforced female spigot, lightweight SIC guides and Fuji DPS reel seat with Greys ratchet-lock screw-down hood. What the makers say: “The rods possess excellent dampening capabilities to avoid hook pulls and their braid-friendly guides prevent wraparounds and line shear.” Business contacts Tel: +44 1665 511507 Email: info@hardygreys.com Website: www.greysfishing.com
6 60
Angling International September 2010
7
Adjustable disc-drag system for perfect knots every time
Designed to allow perfectly secure construction of notoriously difficult whipping knots for heavy duty saltwater fishing, the new Rotoknotter from Stonfo of Italy is supplied with two interchangeable bobbins – heavy and light – with an adjustable disc-drag system to ensure perfect tensioning. What the makers say: “Our adjustable disc-drag system ensures perfect tensioning on every knot, every time. The bushed hardened steel line tube prevents fraying while lock line rubber rings prevent deck damage if the Rotoknotter is dropped on board.” Business Contacts Tel: +39 055 873 9615 Email: stonfo@stonfo.com Website: www.stonfo.com
8
Coolers to fit almost every boat
More choice from Costa del Mar
Unveiled at ICAST, Costa del Mar’s new Jose sunglass style is named after legendary angler and host of TV’s Spanish Fly, Jose Wejebe. Simultaneously, Costa rolled out its new 580P lens – a super lightweight, impact-resistant polycarbonate providing unparalleled visual clarity, the highest level of polarisation efficiency plus razor-sharp colour enhancement. It is available in 18 of the company’s existing sunglass styles, in a choice of copper, grey and amber. What the makers say: “Up to this point, Costa’s 580 lens was only available in glass which is still the most optically correct and scratch-resistant lens material. But now the 580P option gives consumers a lighter weight choice in this award-winning lens technology.” Business contacts Tel: +1 800 447 3700 Website: www.costadelmar.com
With a design and concept originated in Jupiter, Florida – world-renowned for trophy-quality sport fishing – Engel’s line of Rugged Coolers are built to perform when the heat is on. Available in six sizes from 35 QTS, 25.38 x 14.75 x 14.75in (33l, 650mm x 381mm x 370mm) to a capacious 320 QTS, 62 x 22.7 x 22.1in (300l, 1575mm x 576mm x 561mm), all have heat-reflecting white plastic outers with the three smallest also available in desert tan. Features include low profile marine latches, rope handles and airtight freezer gaskets. What the makers say: “There is no single rod, reel or lure perfect for every situation, but thanks to the innovators at Engel USA there is a rugged high performance cooler that fits just about every boat and fuels any fishing adventure.” Business contacts Tel: +1 888 272 9838 Email: info@engel-usa.com Website: www.engel-usa.com
10
9
Revolutionary ultra-light, ultra-strong reel from Abu Garcia In creating the Revo Neos, Abu Garcia’s revolutionary new Nanoshield technology has enabled production of a reel up to 300 per cent stronger than one of the same graphite parts, but 50 per cent lighter than aluminium. Bristling with high-end features including 13 HPCR bearings, sealed Carbon Matrix drag and Everlast bail system, the reel is available in 020 and 030 sizes with a 5.1:1 gear ratio. What the makers say: “The Revo Neos sets a new standard for high performance reels. A spinning reel with the lightweight properties of graphite but the strength of an allmetal body doesn’t come along every day. A truly elite product for the new decade.” Business contacts Tel: +33 450 967700 Email: contactus@uk.purefishing.com Website: www.eu.purefishing.com
PEOPLE On the move...
Phil Broughton joins Fish&Fly
Fishing website publisher Fish&Fly has appointed Phil Broughton as Head of Sales and Marketing. Broughton had previously held senior sales roles at Bauer, the UK’s biggest angling media business, and was also a key part of the team behind the successful launch of Angling International. Fish&Fly Chairman Richard Hewitt told Angling International: “Fish&Fly has become part of the very fabric of angling and the time is right to appoint a senior industry professional to drive the next stage of our growth. Phil has a strong record leading sales teams and of commercial management in the angling industry.” Broughton added: “Online communities of dedicated anglers present companies in the angling trade with their biggest and most exciting opportunities to grow business. The quality of Fish&Fly’s portfolio of websites and the size of the angling communities it commands is outstanding.” Further information from phil@fishandfly.com. Shimano American Corporation has continued the expansion of its sales and marketing operation with the appointment of Robert Funk as National Sales
62
Manager and Marc Mills as Regional Sales Manager. Funk will oversee Shimano’s regional sales managers and work closely with its manufacturer rep groups on their sales efforts for Shimano, G.Loomis and PowerPro. He has 27 years of experience in the industry including, most recently, Vice President Sales and Marketing for O. Mustad & Son USA Inc and National Sales Manager for Gamakatsu. Mills returns to Shimano to take responsibility for the southern half of the US. Previously with the Don Coffey Company/West Coast, he has 21 years’ experience in sales, product development and marketing. The appointments follow the recruitment of Elmer Alfafara as Latin American Territory Manager last month. Dynamite Baits has appointed Jonathan Taylor (right) as Website and Media Editor. Taylor, who spent the last five years with UK weekly Angling Times, is reunited with former colleague Steve Cole, who recently joined the Nottingham-based company as Marketing Manager after leaving Fox International. After developing close links with the trade in his previous role as Deputy Tackle Editor, Taylor’s media
Angling International September 2010
skills will be called upon to communicate Dynamite’s products and their uses. “Jonathan will use his media knowledge to improve the current website, linking it to social networking site Facebook, and will launch the new website planned for later this year,” said Cole. “He will also be involved in new projects in line with Dynamite’s global expansion plan.” Sunglass manufacturer Costa Del Mar has recruited predator specialist Ant Glascoe to its UK team. Glascoe joined forces with the world-known brand following an invitation from Steve Chance, Managing Director of UK distributor Seapower Ltd, and said: “Costa is one of the biggest and best companies making polarised sunglasses. Their products are pure quality and serious kit for anglers. My personal favourites are the Wingman, but there are lots of other models that are ideal for fishing.”