More top brands distributed by The Fly Company

The Fly Company’s John Petermann with R L Winston / Bauer’s Adam Hutchison at IFTD 2022.

Two major US brands – R L Winston rods and Bauer reels – are looking for stronger growth in Europe by partnering with fast-growing Danish distributor The Fly Company.

Effective from April 1st, the Fly Company began exclusive distribution for both, covering all Scandinavian market retailers, including Denmark, Norway, Sweden, Finland, and Iceland.

From September 1st it will become the exclusive distributor for the whole of Europe for all Winston and Bauer product lines. Current distribution in southern Europe will remain in place until then.

The agreements are further feathers in the cap of The Fly Company, which last year added Renzetti vises to its ever-growing line up of brands such as Nautilus reels, Ahrex hooks, Tiemco, Wapsi and many more.

Adam Hutchison, national sales manager for R L Winston and Bauer, said: “Over the course of the past two seasons, we have evaluated our current distribution in Europe.

“We recognised that our partners have a need for faster delivery and improved service. With rising shipping prices, unprecedented demand and the need to streamline our business channels, we are pleased to announce our new exclusive distribution partnership with The Fly Company / Fluebinding ApS in Denmark.

“With The Fly Company’s assets for warehousing product and a strong dedication to customer service, we know that this will grow retailers’ Winston and Bauer business. The Fly Company has committed to provide a preseason program in the fall of 2022 for all European retailers and will be building a strong at-once inventory in its warehouse of rods, reels, and accessories. This makes many of our products available to all European partners within one week or faster.

“We have established Recommended Retail Prices (RRP) across all European and Scandinavian markets. These pricing changes take effect immediately. Each dealer is responsible for understanding and adhering to these guidelines.”

The Fly Company CEO Hanna Bossow Vestergaard added: “The R L Winston Rod Company’s key words are innovation, craftsmanship and empowerment to anglers around the globe. The company has been manufacturing since 1929 and therefore has a solid footprint in the flyfishing industry.
“With smooth drags and impeccable design features, Bauer Reels are among the finest fly reels out there.

“My team and I are excited for the task, to bring these two high end brands into our portfolio. And we are eager to start supplying the Scandinavian and European market with the finest in fly rods and reels.”