News

Far Bank Enterprises, the parent company of fishing brands Sage, Redington, RIO Products and Fly Water Travel, has appointed UK-based Guide Flyfishing to further expand its established distribution reach across Europe.

A Far Bank partner for 15 years with a reputation as one of the best fly fishing distributors globally, Guide Flyfishing will be taking over Scandinavian distribution from January 1st, 2025, and throughout the Republic of Ireland beginning February 1st.

Guide Flyfishing’s deep Far Bank portfolio will also facilitate the reintroduction of the Redington brand to the Scandinavian market, where sister brands Sage and RIO are deeply entrenched and widely respected. 

Far Bank CRO Mike Moore explainerd: “Guide Flyfishing has a critical understanding of the Far Bank brands and how to help their retail partners profitably sell our products.

“In addition, Guide Flyfishing’s commitment to providing extensive stock availability and the best B2B site in the business has made them a great Far Bank partner and one in which retailers will certainly find new opportunities.”

Guide replaces Fairpoint Outdoors in Scandinavia following the latter’s exit from the fly fishing distribution business and takes over distribution responsibilities in the Republic of Ireland from Gowen & Bradshaw.

A long-time and highly respected partner instrumental in growing the Far Bank brands throughout the region, Gowen & Bradshaw began distribution of Sage products in the mid-1980s and the Redington and RIO product lines in the early-2000s.

John Legg, owner of Guide Flyfishing, said: “Europe’s fly fishing roots run deep in Scandinavia and Ireland and the Far Bank brands have long been an integral part of those cultures.

“Our proven distribution network in Europe and our history with Far Bank have us primed and ready to expand into these regions and continue to build the Sage and RIO legacy, as well as revitalise the Redington brand in those enthusiastic markets.”

 Regional retailers have already begun the transition to the Guide Flyfishing distribution platform and will benefit from a comprehensive in-territory training and support service model for products, sales, warranty and repairs.

With the move, retailers in these regions will enjoy competitive pricing at or below their current levels, as well as expanded Far Bank product offerings.

farbank.com