Type to search


Iconic Pure Fishing fly brand expands in UK


Pure Fishing has reorganised and expanded its UK location. The office team, previously at Alnwick in the north-east of England, has been relocated to nearby Cramlington, while Hardy’s, the company’s flagship fly brand, has opened The Hardy Store & Museum in its birthplace.

Hardy, which celebrates its 150th anniversary next year, has also invested in a purpose-built location for its manufacturing team, also in Alnwick. The new office site is close to the existing Hardy distribution centre in Cramlington and it is hoped the location will attract talented recruits for future growth.

The Hardy Store & Museum is situated in Bondgate, not far from where Hardy had its salmon flies tied, up to the 1960s. It will showcase Hardy products down the years.

Hardy has been in Alnwick since William Hardy set up shop as a gunsmith in 1872. The company began selling fishing tackle two years later.

John Henderson (pictured above, second left with museum staff), UK Manufacturing and Commercial Director and an Alnwick native, has been with Hardy for 25 years. He told the Northumberland Gazette: “I am immensely proud to be part of this fantastic brand, whose heritage and roots remain in the town. Our owners and global leaders are clear that Hardy is an extremely important and valuable part of our business.

“Pure Fishing CEO Harlan Kent is a passionate fly angler and Hardy fan. He has been extremely supportive of our ambitious plans for the brand.”

Picture: Northumberland Gazette

Leave a Comment

Your email address will not be published. Required fields are marked *