Far Bank Enterprises, the Sage, Redington, Rio Products, and Fly Water Travel parent company, has secured UK-based Guide Flyfishing to expand its established distribution reach across Europe.
“A Far Bank partner for 15 years with a reputation as one of the best fly fishing distributors globally, Guide Flyfishing will be taking over Scandinavian distribution responsibilities effective January 1, 2025, and throughout the Republic of Ireland beginning February 1, 2025,” the company said in a media statement.
The company also noted that Guide Flyfishing’s “deep Far Bank portfolio will facilitate reintroducing the Redington brand to the Scandinavian market where sister brands Sage and RIO are deeply entrenched and widely respected.”
“Guide Flyfishing has a critical understanding of the Far Bank brands and how to help their retail partners profitably sell our products,” said Mike Moore, CRO at Far Bank. “In addition, Guide Flyfishing’s commitment to providing extensive stock availability and the best B2B site in the business has made them a great Far Bank partner and one in which retailers will certainly find new opportunities.”
Guide Flyfishing replaces Fairpoint Outdoors in Scandinavia following the latter’s exit from the fly fishing distribution business and takes over distribution responsibilities in the Republic of Ireland from Gowen & Bradshaw. A longtime partner instrumental in growing the Far Bank brands throughout the region, the company said Gowen & Bradshaw began distribution of Sage products in the mid-1980s and the Redington and RIO product lines in the early 2000s.
“Europe’s fly fishing roots run deep in Scandinavia and Ireland, and the Far Bank brands have long been an integral part of those cultures,” said John Legg, owner of Guide Flyfishing. “Our proven distribution network in Europe and our history with Far Bank have us primed and ready to expand into these regions and continue to build the Sage and RIO legacy, as well as revitalize the Redington brand in those enthusiastic markets.”
Regional retailers have reportedly begun transitioning to the Guide Flyfishing distribution platform and will “benefit from a comprehensive in-territory training and support service model for products, sales, warranty, and repairs,” noted the company in the release. With the move, retailers in these regions will find “competitive pricing at or below their current levels, as well as expanded Far Bank product offerings.”
Image courtesy Sage/Far Bank Enterprises
