Pure Fishing has made a big push into fly fishing since it became a stand-alone fishing company, and one of the brands to benefit most from the extra focus, expertise and investment is Hardy.
One of very few truly iconic brands in the worldwide industry, Hardy has remained synonymous with quality and excellence for almost 150 years. But the company founded by brothers William and John Hardy in Alnwick, England is not resting on its laurels – evidenced by the volume of exciting new product launched this year.
“Hardy has never introduced so much new product in one year,” said Pure Fishing’s Director of Fly Fishing, Jim Murphy. “With so much new, high quality gear coming from the brand, coupled with the rise in fishing participation, sales have risen across the board. “However, the biggest sellers for 2020 would have to be the Hardy Ultradisc (main image) and Ultraclick (above) fly reels. They are the latest designs from lead designer and current CIPS (Confédération Internationale de la Pêche Sportive) World Champion, Howard Croston.
“The engineering is superb and meets the standards expected from Hardy over the last century and a half. The reels specifically address the issue of new super thin running lines that tend to slip between the spool and frame. These are the first reels that raise the tolerance of the fit to avoid this problem. The value proposition is also excellent as dealers say they are surprisingly affordable.”