St. Croix Rod announced that Justin Sterner and Outdoors East have taken over sales representation in New England for conventional rods and fly fishing in Maine, New Hampshire, Vermont, Connecticut, Massachusetts, and Rhode Island.
The agency also represents the company’s expanding fly-fishing product lines in the Northeast, specifically New York, Pennsylvania, New Jersey, Maryland, Delaware, Virginia, and West Virginia.
Sterner, a 23-year sales rep veteran and principal owner of Outdoors East since 2009, said, “I live in Vermont, but my roots are in Northern Wisconsin. My family has spent our summers there for five generations; it’s where all of us developed our passion for multispecies angling. I’ve always owned St. Croix rods and have a deep affinity for the brand; whether we were out fishing for walleyes, bass, or muskies, we were always fishing with the Best Rods on Earth.”
St. Croix Regional Sales Manager, Alex Smay, said, “Justin and his team all live the lifestyles of the dealers and anglers they serve, with a serious passion for inshore, surf, freshwater, and fly fishing. Some of the best conventional tackle shops in the country call New England home, and Outdoors East already has a proven track record of expanding business opportunities with category-leading brands with these retailers.”
St. Croix Fly Fishing Director of Sales, Zack Dalton, said, “Like me and others on the St. Croix Team, Justin grew up in the fishing industry and had valuable and hard-earned experience on both sides of the sales/dealer relationship. He also has a personal history and a passionate connection with our brand. We’re looking forward to leveraging the experience and knowledge of the Outdoors East Team for the benefit of our retail partners and, ultimately, anglers.”
Sterner and fellow Outdoors East reps Patrick Hilbert and Bill Buttino assumed their responsibilities on April 25.
