History
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. Please see below some of the key dates in Angling Directs history.
From 1986
The Founders started to acquire interests in a number of small fishing tackle shops in Norfolk.
1998
The Angling Direct UK website is launched to support the retail activities.
2002
Current Norwich premises acquired, and the first retail unit to be branded Angling Direct.
2003
In 2003 the founders, through Hillages Limited, acquired the freehold of the current Norwich premises and opened a ‘‘superstore’’ on this site, which was the first retail unit to be branded ‘‘Angling Direct’’.
2008
In November 2008, the Company acquired an interest in J. Simpson (Angling) Limited which operated an existing fishing tackle store in Waltham Cross.
2012
The Company acquired HL & S Limited in May 2012, which operated an existing fishing tackle store in Chelmsford. At the same time, Hillages Limited agreed to transfer all of its fishing tackle retail business to the Company.
Fifth store opens in Ashford.
2014 - 2016
Between May 2014 and November 2016 the Company continued to roll out new stores across the country including a fishing tackle store in Sheffield through the acquisition of Climax Fishing Tackle Limited in July 2016. The Company has funded the opening of new stores and the acquisition of existing stores through a mixture of investment from existing Shareholders, debt and working capital.
2015
March
A key milestone in the history of the Company was the opening of the Company’s central distribution centre in Rackheath, Norfolk, UK. The opening of the central distribution centre by the Group was necessary to support the core online growth strategy of the Group moving forwards.
July
Tenth store opens in Halesowen.
2016
March
The Company formally launched its own brand, Advanta.
2017
Angling Direct acquires the entire issued share capital of Fosters Fishing in Birmingham for a total consideration of £3.0 million.
2018
German website launched.
20th store opens in Stoke.
2019
French and Dutch websites launched.
30th store opens in Milton Keynes.
July
Angling Direct purchases Eric's Angling, including the addition of the Company’s first lakeside premises at Farlows Lake in Buckinghamshire and opens store in Leeds.
2021
November
40th store opens in Ipswich.
2022
March
Ahead of the fishing season, new European distribution centre opened in the Netherlands to accelerate European expansion.
September
45th store opens in Stockton.
2023
February
First store in Wales opens in Cardiff.
May
The Discover range is launched. The Discover range of products is an entry-level range of items solely aimed at new and beginner anglers and fits exceptionally well with the company ethos of "Getting Everyone Fishing".
June
MyAD Fishing Club community launched, with access for customers to exclusive products, offers and competitions. Launched across stores, UK website and updated UK App on Android and iOS.
Our Purpose
Inspiring everyone to get outdoors and enjoy an exceptional fishing experience
Our Ambition
To become Europe’s first choice omni-channel fishing tackle destination for all anglers, regardless of experience or ability
49 stores
Good access, convenient locations in high density fishing catchments
Distribution
Two distribution centres, UK and EU, total 6,700 sq m, 2,900 pallet capacity, over 100 suppliers
Leading advice
89 Angling Trust qualified coaches
Superior service
Multilingual in-house customer service, marketing and social media