About Angling Direct

Our History

Incorporated on 11 June 2004, Angling Direct was conceived over 30 years ago by Martyn Page. As an avid angler, Martyn was frustrated with the consistent lack of service and range as well as the poor shopping environment in his local tackle store. Having already resorted to making his own fishing gear, it was a small step to move into retail, and his first store opened in 1986.


Angling Direct Norwich Fishing Tackle Store


Over the years that followed, the business grew and Angling Direct acquired several shops in Norfolk – eventually merging them into the first Angling Direct superstore in Norwich. This was a tackle store like no other.


For the first time ever, there was a contemporary specialist angling store, which stocked the largest range of fishing tackle with the very best levels of customer service tailored to all anglers’ needs, regardless of experience or ability.



Martyn Page, Non-Executive Chairman & Co-Founder of Angling Direct shared:

“I didn’t want Angling Direct to be just another fishing tackle shop selling tackle; I wanted shops that were passionate about helping anglers get the right tackle for the job. It was my dream to provide anglers with a social hub both in-store and online; a place where like-minded people could meet, have fun, and learn more about the tackle. In short, I wanted to enhance the whole fishing experience.”


Angling Direct's Martyn PageAngling Direct's Martyn Page

Angling Direct VenloAngling Direct Venlo


Angling Direct has since branched out of Norfolk and now has over 40 fishing tackle shops around the United Kingdom, all offering a full range of fishing tackle for all the major fishing disciplines, all in one convenient location!


In March 2022, Angling Direct opened its European distribution center in Venlo, Netherlands.



Angling Direct now has 5 fishing tackle websites


For more information on where Angling Direct dispatches tackle too, head on over to our delivery information page.


Our best-in-class websites and social media channels mean we are truly omnichannel, extending our reach to a growing number of anglers throughout the UK and Europe, providing contemporary digital content and access to thousands of quality fishing tackle lines, seamlessly fulfilled, in many cases the next day.


What is unique about Angling Direct?


We are by some way the largest omnichannel fishing tackle retailer in the UK with an increasing presence in Europe. We have over nine million visitors to our websites each year and complete on average over 24,000 transactions each week in our stores.


At Angling Direct we stock a wide range of fishing tackle & equipment for all the different aspects of angling whether you’re a Carp, Sea, Predator, Fly, dedicated Specialist, Match & Coarse angler.


Shop your way, online or in-store.


Angling Direct Fishing Tackle ShopAngling Direct Fishing Tackle Shop


Our store teams are the vital touchpoint between Angling Direct and our local fishing communities.


They’re all angling specialists with an infectious enthusiasm for fishing. For our customers, our stores complement our leading digital presence, providing market-leading, hands-on service, advice and inspiration, as well as a real sense of community.


Fishing in ActionFishing in Action


Angling Direct’s Purpose

The purpose of Angling Direct is ‘Getting Everyone Fishing!’ As a fishing retailer, we wish to inspire everyone to get outdoors and enjoy an exceptional fishing experience. This is achieved by having a variety of stock for all types of anglers and creating fishing tackle shops and an online hub of support.


This is why our web store has specialist pages expressly dedicated to different aspects of angling such as carp fishing tackle, fly fishing tackle, sea fishing tackle, coarse fishing tackle, and match fishing tackle pages.


Our vision is to provide encouragement, coaching, and support so that our customers have everything they need to get the most from their fishing regardless of their background or ability.


We are Here for the Anglers

Angling Direct is much more than simply a fishing tackle company. We passionately invest back into the sport we all love, encouraging youngsters, supporting angling causes, and promoting all aspects of angling. 


We place great emphasis on creating a culture of supporting anglers and the future of angling. We’re committed to the angling culture and we contribute to it however we can, creating blog posts and fun videos that are designed with our customers in mind.


We also want to play our part in looking after our planet, its environment, and its people. As fishing takes place in a green space and offers eco-therapy for many, we will continue to help our favorite pastime help people without damaging the environment in which it takes place.


Angling Direct TeamAngling Direct Team

The Future of Angling Direct


We’re looking to expand our business further, providing our customers with an even better service to inspire their angling lifestyle. We will continue to develop a market-leading customer-centric offering that delivers first-class inspiration, advice, products, and services through a convenient channel of our customers’ choosing.


We aim to become Europe’s first-choice omnichannel fishing tackle destination for all anglers, regardless of experience or ability. We have a long-term strategy to become the leading fishing tackle retailer in Europe by inspiring and delighting increasing numbers of customers, focusing on sustainable profitable growth, and enhancing local fishing communities.


Inside Fishing Tackle Store UKInside Fishing Tackle Store UK


Our ambition serves to focus us on our strategy and tactical business plans in the long-term interest of all stakeholders. We will grow revenue, increase market share and generate sustainable healthy profits.

Read more here.


We will continue to act responsibly to further the benefits and sustainability of fishing.

The Angling Direct Team

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