Our purpose is to inspire everyone to get out and enjoy an exceptional fishing experience, regardless of background or ability, in the great outdoors. As the market leader in the UK, we are one of Europe’s leading omni-channel retailers of fishing tackle and equipment.

Our Values

We put anglers first

• We will be the one place where all anglers can shop with confidence
• We will make every angler feel valued whatever their angling preference
• We will always inspire, support and promote the benefits of angling

We’re experts in our field

• We will always provide expert knowledge
• We always aim to offer a compelling range of products
• We will consistently offer a hub of angling support

We inspire and lead the way

• We are committed to supporting the needs of our customers and colleagues
• We will work with partners to take action to protect fish, fisheries and the environment
• We will encourage adventure, growth and the benefits of blue spaces

We help anglers be their best

• We provide everything they need to get the most from their fishing
• We will assist all anglers to catch more fish
• We will always offer the best hands-on advice

We’re proud of what we do together

• We are committed to drive industry sustainability
• We engage with suppliers to drive environmental responsibilities and collaborate to make a positive impact
• We will always passionately invest back into the sport