St. Croix appoints agency to cover 12 Midwestern US states.

St. Croix Rod has appointed Dry Fly Sales to represent its new fly fishing brand in 12 Midwestern states.

The Wisconsin agency, which has worked with specialty fly fishing retailers for more than a decade, will handle sales in Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota and Wisconsin.

The team at Dry Fly Dales is made up of owners, Tony and Kim Ferrie, plus associates, Matt Kwitek, Karl Romboy and Andy Walls.

“I’ve known Kim and Tony for many years and watched them work hard to establish deep relationships with quality retailers in an important region that supports anglers in the key Great Lakes market,” says St. Croix Fly Fishing Sales Director Zack Dalton.

“They’re both passionate fly anglers and are very well respected within the industry for their knowledge, work ethic and integrity. We believe they’re a great fit for our brand, which shares these same values.”

Tony Ferrie said he was impressed by St. Croix’s new fly fishing team. “It’s getting even more exciting now as we start to see the results of that team-building in the form of an incredible line-up of all-new fly rods.” 

St. Croix declared its”refocus” on the fly market last year. Although its Imperial fly rods, introduced some 50 years ago, are still, available, the company’s confesses that in the past it did not have a good understanding of the fly fishing business.”

All that has changed in recent times with the arrival of Dalton, CEO Scott Forristall and Fly Fishing Brand Manager Tom Larimer, all highly experienced players in the sector.