The brands that came together to form Pure Fishing were founded by passionate inventors responsible for much of the tackle that we use today.

We continue this drive for innovation with advancements in quality made possible through our investments in modern technology. 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.

Superior customer service for our anglers and our retail partners is a commitment we make to keep our brands a vibrant part of today’s angling experience. The growth of our brands represent more than just business, it’s our deep respect for the importance of fishing to a growing number of anglers worldwide. Pure Fishing is dedicated to helping anglers everywhere have more fun catching more fish.


Shop Penn


Saltwater breeds a different kind of angler. It toughens you. It cures you like bacon.

It leaves you thirsty for the next fight. Out here, hard core saltwater anglers need equipment that is as tough as they are. And as reliable as the pull of the moon. At PENN, we’ve been testing the limits of saltwater fishing since 1932. Which is why our reputation for durability run deep. PENN. Let the battle begin.

Shop Abu Garcia

Abu Garcia®

Abu Garcia makes equipment for anglers pursuing the sport with the fervor and passion of an athlete constantly trying to achieve their PB.

Fishing to Win has always been in our DNA. And our promise is that it always will. While we celebrate and relish what we have helped anglers across the world accomplish in our 100 year history, we are focused on what we can help anglers achieve today. And tomorrow. As long as fishermen work hard to be the best they can be, we promise to do the same.

Shop Berkley


Berkley is the only fishing company that strictly adheres to the scientific process to develop products to give anglers the tools and the confidence to catch more fish.

Berkley baits are scientifically proven to work, in the lab and on the water. A leader in line, soft baits and hard baits, Berkley’s commitment to science lets us confidently tell anglers – We’ve done the science, now you catch the fish.

Ugly Stik®

Ugly Stik makes fishing equipment for those who like to fish ugly.

In slime-stained shirts with trusty jon boats that burn a little oil. And with tough tackle built to handle just about anything anyone can throw at it. It’s time to fish ugly.

Shop Fenwick


You know the feeling. The tell-tale tug on the end of the line that is transferred through a Fenwick rod, felt by your hand, captures your heart and stirs your soul.

That moment and that feeling is why Fenwick exists. It’s why we obsess over every part of every rod we build to make sure the action, sensitivity and strength not only create more of those moments but allow you to make the most of them. Fenwick. Feel Everything.

Shop Pflueger


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.

Savage Gear

Savage Gear®

Savage gear is for anglers that live the savage lifestyle.

Relentlessly pursuing the challenging bite and going where others won’t. Wading, kayaking and sawing their way into waters where the biggest and toughest fish hide. This is the heart of Savage gear. Big Adventure. Big Fish. Nothing else counts.

Shop Plano


If fortune favors the bold, then adventure favors the prepped, packed and passionately organized.

And nothing gets you ready to enjoy the outdoors to its fullest like Plano gear. From tackle boxes to storage trunks and coolers, Plano gear is as smartly designed as it is rugged. – and always ready to throw in the truck whenever adventure calls. When adventure is calling don’t just be kind of ready, be Plano ready.

Shop Fin-Nor


Fin-Nor was born in the hands of the daring few who attacked the unknown, wrestling with swords and sails of sizes never seen before, in places rarely fished.

Fin-Nor now offers the best performance sunglasses for fishing, no matter where or how you fish. Lateral Line™ lens technology combined with frames designed specifically for anglers, Fin-Nor helps bring the fight to any fish.

Shop Frabill


It takes more than a rod, reel and bait to be a great angler. It takes tools.

Tools that help you land fish. Tools that help you release fish. And tools that get you ready to catch fish. Frabill nets, bait management solutions and tools were designed from the ground up by anglers, for anglers.

Shop Greys


A brand steeped in legacy with a European heritage, 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.

Shop Johnson


The Johnson brand has become a staple for every angler and can be found in almost every tackle box.

Johnson spinner baits, spoons, and jigs lures have stood the test of time and continue to help anglers of all abilities catch fish.

Shop JRC


JRC specialist carp fishing tackle and accessories.

Bivvies, winter wraps, luggage, rods and a full range of connection materials. Available in the UK.

Shop Mitchell


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.

Shop Hardy


Hardy, based in Alnwick, England has been handcrafting innovative fly gear since its inception in 1872.

Today, more than 150 years later, Hardy us still recognized as the finest fly rods and reels in the world. Hardy gear is for those who require the finest in performance and craftsmanship and will not settle for anything less.

Shop Sheakespeare


There’s no fish like your first fish. And nobody knows that better than Shakespeare.

For over 100 years, Shakespeare has been one of the most recognizable brands in fishing. As more and more newcomers discover the joy of fishing, Shakespeare will be there, providing the gear and inspiration to make sure that the next bite will never be the last.

Pure Spiderwire


Spiderwire makes sure you bring the fish 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.

Shop Stren


Stren is well known the fishing world over for its strength, dependability, and innovative technology

– all of which combine to create confidence on the water.

Shop Van Staal

Van Staal®

Van Staal makes reels and tools for the saltwater angler who believes there are no limits.

No limits on where you can go, how big a fish you can hook, or the amount of pressure you can put on it, your reel and yourself.

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