Angling Direct logo

Our purpose is to inspire everyone to get out and enjoy an exceptional fishing experience. As the market leader in the UK, we are one of Europe’s leading omni-channel retailers of fishing tackle and equipment.

Man sitting on seatbox catching fish in net

Angling Direct is the largest specialist fishing tackle retailer in the UK.

The Company principally sells fishing tackle products and related products through a network of Angling Direct retail stores located in the UK and also online via its own website ( The Company currently sells a wide range of products, including its own range of products under the Advanta brand.

The Company places great emphasis on creating a culture of supporting anglers and the future of angling. This is demonstrated by a number of initiatives that the Company has undertaken, including employing in-store qualified angling coaches providing advice and lessons at local angling destinations. The Angling Direct website is developed to not only sell fishing tackle but also to assist anglers catch more fish and feel part of a community. Articles and videos (published by the Company’s online video channel ADTV) are published on the website on a regular basis which offers instruction, advice on new products and reviews of rivers and lakes. All are aimed at increasing the anglers’ enjoyment and success.

Key Highlights

£74.1m Record revenues Record revenues grew 2.2%
2.2% Sales growth
5.7% UK online conversion
34% Growth in European Website visitors
Continued focus on our clear purpose and bold ambition has allowed us to grow and further extend our market leading position against a difficult consumer backdrop. We’ve protected the strength of our balance sheet whilst continuing to make significant strategic progress. Andy Torrance
We have continued to focus on developing operational excellence, return on capital, and improving our customers’ experience.
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47 stores

Good access, convenient locations in high density fishing catchments

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Two distribution centres, UK and EU, total 6,700 sq m, 2,900 pallet capacity, over 100 suppliers

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Leading advice

89 Angling Trust qualified coaches

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Superior service

Multilingual in-house customer service, marketing and social media

Our Purpose

Inspiring everyone to get outdoors and enjoy an exceptional fishing experience

Our purpose is why we exist and helps us stay focused on our ambition.

We place great emphasis on creating a culture of supporting anglers and the future of angling. We want to play our part in looking after our planet, its environment, and its people.

Our vision is to provide the 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.

Our Ambition

To become Europe’s first choice omni-channel fishing tackle destination for all anglers, regardless of their experience or ability.

Our ambition serves to focus us on our strategy and tactical business plans in the long-term interest of all stakeholders.

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. We will grow revenue, increase market share and generate sustainable healthy profits.

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

Angler stood on river, viewed from above