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Meet the online retailer on a mission to ‘disrupt’ the UK fishing market


An online fishing tackle retailer has hired a PR agency ahead of the launch of its first store in the UK. Outlaw Pro, which began business in February this year, was founded by entrepreneurs Stewart Lawson, Tony Hannigan, Tom Church and Jason Stanton. It says its mission is to ‘disrupt’ the recreational fishing market which it estimates is worth £1.4billion.

Following a successful collaboration with Rooster, it has broadened its remit with the agency ahead of the launch of a flagship store in Essex this autumn. Rooster worked with Outlaw Pro on an e-commerce campaign that drove 70% of the retailer’s lifetime sales in two months. Outlaw Pro’s extensive product range is designed to suit all fishing abilities, from complete novice to the expert in carp, coarse and match fishing.

“The results of our social ad campaign have been incredible,” said Lawson. “As the ads were switched on, sales would go through the roof. It’s like turning a tap on and off. We‘re really keen to continue to work on getting our brand in front of people and getting customers into our new store, so adding media relations into the mix was a no-brainer.”

As well as on online store, Outlaw Pro also runs a fishery in Essex.