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St. Croix appoints rep group for entire US Northeast as it pushes harder into fly


Following its announcement earlier this year that it would be entering the fly fishing market, St. Croix Rod has this week appointed Justin Sterner’s Outdoors East agency to represent the company’s fly fishing product lines throughout the entire US Northeast.

The agency will handle sales in New York, Pennsylvania, New Jersey, Maryland, Delaware, Virginia and West Virginia.

It will also take over sales representation for both conventional and fly fishing rods in the New England states of Maine, New Hampshire, Vermont, Connecticut, Massachusetts and Rhode Island.

Principal owner of Outdoors East since 2009 is Justin Sterner who, before becoming a sales rep in his father’s Parker Sterner rep agency, spent time working in retail.

“Dad wanted me to gain a better understanding of the customers I would some day be servicing,” he recalls. “My first job was in Milwaukee at The Fly Fishers, where St. Croix Imperials and Legend Elites were among the first rods I ever sold.

“The long-term goal is to expand awareness of St. Croix’s angler-driven philosophy and grow the brand throughout the region in partnership with our dealers.”

And speaking of the fly fishing element of the business, he added: “St. Croix is investing significantly and taking other key steps to re-energise the fly side of the business and earn a position in the fly rod market.

“We will need to work hard to establish strong retail partnerships with new and existing retail partners so we can tell our story to anglers.”

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