In what amounts to direct competition with fly shops, Redington will be marketing its products directly to the customer as of October 1st. Visitors to the Redington web site will be able to purchase products three ways; via dealers, direct from Redington, or via online dealer web sites.
“We are planning to go direct, but in no way, shape or form are we closing dealers,” he told Angling International. “It is simply a case of providing our customers with an additional option.”
Bale did concede that some dealers may choose not to continue working with Redington because ‘they may not like the direction we are heading’, but emphasized that the underlying point is not to lose sales.
– via September 2011, Angling International
Redington is part of the Farbank group of companies, which includes Sage, and Rio.
“Asked whether Redington’s plans for going direct could be the precursor for similar moves by fellow Farbank brands, Sage and Rio, Bale said there was currently no intention for this to happen.
However, if we look down the road five or ten years it is very likely that most brands will be selling direct and Sage and Rio could well be among them,” he added. “It is a question of timing, who goes first and how you do it.”
Looks like a significant break shaping up between the large manufacturers and the small fly fishing shops that make up the fly fishing business, something we mentioned a couple months ago. Are we to be left holding up the little guy while the big players woo Target and Walmart?