has and always will as far as I can see. “We’re in the dream business. We

sell dreams. We sell fi shing tackle that will help anglers catch more fi sh. Anglers dream about catching more and bigger fi sh, and we as an industry, sell them equipment to make that happen. As an industry, we’re all in the dream business.”

David also sees a changing market place. Dealers are realising that it’s no good selling product and making little money, the old 50 per cent margin is not enough. What you sell has to deliver results to the angler, and results, in terms of higher profi t margins, to the dealer. “The smart retailers are coming round to the fact that they have to make better margins. The pie, it seems, is not getting bigger, dealers just need to take a bigger slice and the easiest way for them to make more money is to sell things that offer fantastic margin while selling-out fast." And as far as David is aware, no brand offers a better margin than Middy or offers so many quick selling lines. But to sell product


through, you need to display and package it in the correct manner. A concept

that Middy was very early to adopt. David added: “We were the fi rst match brand to move to smart looking hi-class blister packaging and offer free point of sale and it’s something that has been very successful for us. It’s been one of the driving factors not only of our growth, but also of our retail partner’s growth in MIDDY sales. We profi t together from our investment.” David points out that while the market is still a cottage industry at its core, it has to show an increasingly professional outer layer. “Shops have to offer a retail

5 3

experience, items have to cry out buy- me!” he said. “And those that do offer a good experience reap the rewards. More and more retailers are seeing the benefi ts from a well thought out and laid out shop and are kicking out lower quality poorly packaged items. Those retailers that realise their shop will need to be a

‘shopping experience’ are the ones seeing the benefi ts.” And the future? Are we moving into an era dominated by mega stores? David is philosophical about it, and sees life as an independent dealer as an ‘opportunity’. That’s why his company will be investing heavily in even more products, marketing and merchandising support for independents during 2018. “I’m not sure the big players, the

mega retailers, will ever really take over. There are so many little bits that can be refi ned in angling and it’s only

the fi shing community and anglers that are in touch with this stuff. No one can come in and do a coverall, and that makes it hard for bigger independents to come in and steamroller the market. “It’s not like golf – where a 7-Iron is

pretty much a 7-Iron. Fishing evolves daily. The hooks and feeders you use today, aren’t the ones you used last year. The rods evolve. The techniques evolve. And that all comes from feedback from anglers and specialist independent shops. That’s why we’re constantly evolving as a company, an industry and as a sport. And that’s why the really big players can never take over. They have a place, but they’ll always be good independent shops as well. It’s their customers and that feedback that allows us to evolve – and that’s why we will continue to support them and help them grow. They are the lifeblood of this sport. I’m positive on that.”



New deep rim gripper feeders planned for

launch in spring 2018 were being developed by

MIDDY in June of this year and still further tweaks will occur before they actually hit the market.


Middy's Hi-Viz pole elastic has always been a good seller.


The hook market is always evolving.

6 6

Grip-Flex pole pots have been very well received.

Dec / Jan 18 | Tackle & Guns | 19

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