Built on the brands that built fishing, Pure Fishing is backed by passionate investors and creative minds that are responsible for much of the tackle that we love and still use today.
Day by day, innovation by innovation, and catch by catch, each brand in our portfolio has earned a distinct and unique reputation with modern anglers worldwide.
The growth of each of our brands represents much more than just a trusted reputation but also demonstrates the impressive growing number of anglers worldwide. Pure Fishing is dedicated to helping anglers everywhere have more fun catching more fish and enjoy their time on the water. So no matter what type of angler you are, we are sure one of the brands below will speak to your true nature:
PENN®
PENN gear is bred for a different kind of angler. It toughens you up. It tests you on the battlefield. And it leaves you thirsty for the next fight. Get the toughest saltwater rods, reels, and combos here.
Abu Garcia®
Abu Garcia rods, reels, and combos are built to win. Their equipment is strong, fast, and designed for anglers pursuing the sport with the passion of an athlete trying to achieve their personal best.
Berkley®
Berkley is the only fishing company that strictly adheres to the scientific process of developing products to help anglers catch more fish. Our bait and tackle are proven to work in the lab and on the water.
Ugly Stik®
Ugly Stik makes fishing equipment for those covered in slime-stained shirts with trusty jonboats that burn a little oil. Our tough rods and combos are built to handle just about anything that’s thrown at them.
Fenwick®
At Fenwick, we obsess over every part of every rod we build to make sure the action, sensitivity and strength allow you to make the most of every tug of your line. Feel Everything.
Pflueger®
Pflueger fishing rods and reels are world famous for their commitment to innovation, dependability, and craftsmanship. Simply put, Pflueger Products Perform.
Savage Gear®
Savage gear is for anglers who relentlessly pursue the challenging bite and go where others won’t dare. Wading, kayaking and sawing their way into waters where the toughest fish hide.
Plano®
If fortune favors the bold, then adventure favors the prepped, packed, and passionately organized. Nothing gets you ready like a Plano tackle box, storage trunk, cooler, or hunting cases.
Fin-Nor®
Fin-Nor offers the best-in-class performance sunglasses for daring anglers who attack the unknown. No matter where or how you fish, you're going to want a pair.
Frabill®
It takes more than a rod, reel and bait to be a great angler. It takes tools. Frabill's nets, bait management solutions and tools were designed from the ground up by anglers for anglers.
Greys®
A brand steeped in legacy, Greys' innovative fly rods and reels are for anglers who demand quality, appreciate a perfectly machined reel, and know how to have a good time at every opportunity.
Hardy®
Hardy has handcrafted innovative fly gear since its inception in 1872. Today, it's still recognized as the finest fly rods and reels in the world. For those who require the finest in performance and craftsmanship.
Shakespeare®
There's no fish like your first fish. And nobody knows better than Shakespeare. As more newcomers discover the joy of fishing everyday, we're there to ensure the next bite isn't the last.
SpiderWire®
SpiderWire makes sure you bring the fish home with superlines and monofilament lines to match your toughest demands. We aren't just a leader in premium fishing line – we're in a category of our own.
Van Staal®
Van Staal makes reels and tools for the saltwater angler who believes there are no limits on where you can go, how big a fish you can hook, or the amount of pressure you can put on it.
Caboodles®
As the legend goes, in 1986, Vanna White was photographed using a Plano tackle box to organize her makeup on set. This idea birthed the cosmetic storage brand and fashion movement that is Caboodles.