Simms acquires hometown dealer to ‘better understand’ retail landscape

Simms Fishing Products has acquired specialty retailer, The River’s Edge Fly Shop, which has two locations in its hometown of Bozeman, Montana.

Established in 1983, The River’s Edge offers a range of services to complement its retail business, including guided fly fishing trips, fly tying and casting instruction.

The acquisition will give Simms a better insight into the retail landscape, allow it to explore new merchandising strategies and receive direct product feedback from consumers to help serve its large wholesale and retail network.

“Fly shops are so much more than just a place to purchase gear,” said Simms CEO Casey Sheahan. “They are sources of information and intel. They are the catalysts that build unique communities.

“They are not only the heart and soul of our business, they are also the heart and soul of our industry. This transaction is the next logical step for Simms to get closer to, and better understand, the wants and needs of all anglers.”

Simms first invested in The River’s Edge in 2019 and the growing interest in fishing since then was a driver in taking the next step to ownership.

“Simms has been a critical partner in our success,” said Dan Lohmiller, former co-owner of The River’s Edge. “In addition to designing and developing fishing gear and apparel, Simms has also served as an invaluable consultant. Its approach, expertise and commitment to providing anglers with the best experience possible has greatly contributed to the longevity, growth and reputation of our business.”

“Partners like The River’s Edge have been a significant component of Simms’s success over the last 40 years,” said Simms Chief Revenue Officer Mike Moore. “Our goal is to learn more about enhancing the consumer experience through our unique partnership with The River’s Edge and bring those findings to specialty fly and conventional retailers across the country.”

The retailer’s former partners Lohmiller, Steve Summerhill and Daniel User remain with the business as co-managers.