Angling Market

At Angling Direct, 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.

This strategy is underpinned by our market leading customer centric offering, best in class, high-quality product range and passionate people, supported by efficient operational processes:

Product Authority

We operate the most comprehensive range of all major fishing disciplines, always delivering choice, value, quality and availability, both in our Angling Direct retail superstores and also online via our four websites;,, and

With over 20,000 different product lines from over 100 suppliers stocked, we provide an incredibly large choice of fishing tackle products from the leading brands our customers love, catering for all fishing disciplines.

Advanta is our exclusive own brand range of fishing tackle products sourced in house and targeted at the angling enthusiast who wants to get more from their fishing. Our Advanta range generates higher than average margin sales and our product developers relentlessly focus on improving the angling experience and showcasing technical expertise in an increasingly sustainable way. We are focused on developing our own brand range by investing further in our team of Advanta dedicated colleagues to grow its contribution to total Group sales.

A seamless omnichannel customer centric experience

We are committed to providing the very best digital and physical retail interactions to: drive conversion, create loyal customers and to prompt recommendations.

Our stores and websites enable anglers to purchase fishing products and also interact with the angling community and improve their angling knowledge. We ensure that our stores and sites remain fresh, relevant and interesting for both new and existing customers, regularly reviewing product selection and promotional activity to ensure popular, fast moving and promoted products are presented in the most effective way.

Inspiration and advice

Our mission is to make fishing accessible to all. We provide friendly advice, education and inspiration to all sections of the angling community.

Whether new or seasoned anglers, our customers require in-depth information, advice and tips in order to inspire them to get the most from their fishing. We provide customers with this across all of our channels by ensuring they can easily access help and support from industry leading knowledgeable store colleagues.

We now have at least two Angling Trust accredited fishing coaches within each of our store locations who can offer advice and also hold lessons at local angling destinations to give confidence to new anglers and help existing anglers improve their skills.

Additionally, we make available large amounts of digital material embedded within our websites, social media and ADTV, our YouTube channel. This includes features on the latest fishing product innovations, reviews of popular products and fishing locations, interviews with leading anglers and very popular educational ‘how to’ style QuickBite skill videos.

International expansion

We are clear in our strategy that we will only make material market share gains when we are able to fully engage anglers locally, whether in the UK or overseas. We have chosen therefore to concentrate our effort in five key territories, namely Germany, France, Netherlands, Belgium and Austria, a combined market we estimate to up to £1.9bn.

It is vital for customer engagement that we have in-region native language websites, complemented with locally tailored ranges, local marketing and social media engagement. That is why we ensure that our three international sites (German, French and Dutch) replicate our UK platform in terms of functionality.

Responsible leadership

To be successful it is important for Angling Direct to demonstrate to all stakeholders that it credibly leads within its sector by acting responsibly in all aspects of our operation and strategy but particularly towards the growth and sustainability of fishing as a pastime in the long term.

Promoting environmental best practices, reducing waste, playing a key role in the local communities where we operate, supporting the next generation of anglers and highlighting the wellbeing and mental health benefits of spending time beside the water are all of great importance to everyone at Angling Direct.