Our Brands

Pure Fishing is Building the World’s Best Fishing Tackle Company

The brands that came together to form Pure Fishing were founded by passionate inventors of much of the tackle that we use today. Their ingenious engineering created firsts in revolutionary reels; lightweight graphite rods; castable, high-strength fishing lines, and the most advanced soft baits. These discoveries firmly established our company at the forefront of technology.

Day by day, innovation by innovation, and catch by catch, each brand has earned a distinct and unique reputation with anglers worldwide. Each brand continues to build on that reputation as part of Pure Fishing.

Fishing to us is not just about business, it is about time shared with family and friends, time on the water, excitement and the environment. Pure Fishing is dedicated to helping anglers everywhere have more fun catching more fish.

  • Abu Garcia logo

    Just as generation after generation of Swedish craftsmen designed our products for superior performance, we continue to design cutting edge fishing equipment with our heritage in mind so generation after generation of anglers will enjoy the fruits of our labor and the thrill of the sport.

  • Berkley logo

    Berkley is the premium brand of fishing tackle that fuels your passion for fishing, offering the broadest array of innovative solutions developed by anglers who share your commitment to the sport.

  • CHUB logo

    At Chub, we pride ourselves on a development process that sees some of the best anglers in the country input into product design. Chub offers a wide range of Carp fishing products: Carp Rods and Bivvies as well as fish care products, such as unhooking and protection mats. Available in the UK.

  • Fenwick logo

    On the shores of Lake Fenwick, a group of men passionate about fishing dove head first into development of a rod that would set the technological pace for generations of passionate anglers to follow. As you read about our rich history, take note: their story is not nearly complete, because Fenwick technology is always advancing.

  • Greys logo

    Coarse, Carp, Fly, Sea, and Predator Fishing Tackle Manufacturers based in Alnwick, UK. Available in the UK.

  • Hardy logo

    Hardy, based in Alnwick, England since its formation in 1872, is at the forefront of the fishing tackle market since being awarded its first patent in 1880. Hardy developed the first carbon fiber fishing rods and, thanks to work with researchers at Cambridge University and 3M, recently created rods made from the new SINTRIX™ carbon fiber material that have won a string of awards and are recognized as the finest fly rods in the world.

  • Hodgman logo

    Hodgman is a leader in the design, manufacture, and marketing of branded waterproof/breathable waders and foul weather gear used by discriminating sportsman and sportswomen the world over. Our product lines include: waders and hip boots; wading shoes; wading jackets and vests; and related accessories.

  • Johnson logo

    Whether you are fishing in freshwater or saltwater, the Johnson brand has become a staple for every angler. Johnson spinner baits, spoons, jigs and more have stood the test of time and continue to deliver quality lures.

  • JRC logo

    JRC specialist carp fishing tackle and accessories. Bivvies, winter wraps, luggage, rods and a full range of connection materials. Available in the UK.

  • Mitchell logo

    In 1948, Mitchell invented the world’s first spinning reel. Today, Mitchell remains dedicated to our heritage of making reliable fishing tackle that performs flawlessly and allows all anglers to experience the joy of fishing.

  • PENN logo

    Ever since Otto Henze founded the PENN Fishing Tackle Company in 1932, PENN has been at the forefront of modern reel design and production. PENN prides ourselves on the fact that millions of experienced anglers around the world put their faith in using PENN products every day.

  • Pflueger logo

    Pflueger products are world famous for their innovation, dependability & attention to detail. Pflueger continues to combine pride in craftsmanship and commitment to new technology to create a line of superior fishing products. Simply put, Pflueger Products Perform.

  • Sebile logo

    Sebile set out to create a company with the purpose of giving the angler tools birthed from the most innovative lure concepts and ideas available today. Each detail of Sebile’s products, from the natural, unique actions to the revolutionary, fluid-filled baits, is derived form detailed scientific studies of predators and prey.

  • Shakespeare Logo

    For over 100 years, Shakespeare has been one of the most recognizable brands in fishing. From its founding in 1896 by William Shakepseare, Jr, the Shakespeare Fishing Tackle company has been a leader in innovation, design and marketing.

  • SpiderWire logo

    Spiderwire takes you where the fish are. And it makes sure you bring them home. With superlines and monofilament lines to match your toughest demands, Spiderwire isn’t just a leader in the premium fishing line category – it’s in a category all by itself.

  • Stren logo

    Stren is well known the fishing world over for its strength, dependability, and innovative technology – all of which combine to create a most successful and enjoyable day on the water.

  • UglyStik logo