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NEWS


Middy ends 2017 on a high


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Midlands-based fi rm ends year on positive note and puts in place developments to grow further in 2018


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David Middleton has been driving Middy forwards for nearly 50 years.


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Hooks constantly evolve in the market.


iddy International is positioning itself for expansion after fi nishing 2017 just over fi ve per cent up. That might not sound a lot but when you are almost a fi fty year old company and the industry as a whole is probably shrinking it shows how much more of the market Middy is capturing. “Everything I’ve heard about 2017 has told me it’s been one tough year,” said Middy’s boss, David Middleton. “That’s what I’ve heard from our competitors, and our retail partners. And I have no reason to disbelieve them either. It has been tough.


18 | Tackle & Guns | Dec / Jan 18 “Yes, we’ve shown growth, but


it’s come from an incredible amount of investment on our behalf. We’ve invested heavily in marketing, tooling, new product development, new packaging, point of sale. I’m pleased with how this year has gone for us.” Middy has built its business around constantly improving its products and strategically releasing them into the market place on a quarterly basis. “We’re constantly improving and tweaking products. That’s what drives our business and fortunately it’s what drives retail too. That’s one of the


reasons we’ve been successful." It would certainly seem that MIDDY


items are selling fast and are in demand from feedback we listen to. David will be celebrating 50 years in the tackle industry in 2018. He has seen every fad come and go. And he’s adamant that continued product investment is the way forward. “I don’t think there’s such a thing as ‘like for like sales’ in the fi shing industry,” he mused, "We do not really sell consumables. The lifeblood of the industry is ‘new developments’ – that’s what drives sales in angling. It always


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