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The founder of Ridgerunner, Adam Gifford, says there is no stopping the shift to digital-first retailing for the tackle trade. “Most industries have already made this transition,” he tells Angling International.
What is the biggest problem tackle manufacturers face when trying to get their products listed in retail stores?
AG: Here‘s the uncomfortable truth: the initial problem is getting into retail. Representation, distribution and marketing all take a cut, significantly decreasing margin. Once listed, the problem becomes traditional retail. Manufacturers spend enormous energy chasing shelf space in a system specifically designed to extract their margins, replicate their innovations through private labels, and leave them sitting on excess inventory with virtually no leverage.
That’s a pretty stark assessment. Can you explain what you mean?
AG: Look at the economics. When that coveted placement in an independent retailer or even a respected regional chain is achieved, what happens? You are immediately pressured on margin. The innovative new lure design that took years to develop gets white-labeled within months. You are carrying inventory risk while the retailer pays on terms that strain your cash flow. And if your product doesn’t move in their predetermined window, you’re buying it back or taking a markdown that wipes out any profit you might have made. Meanwhile, independent tackle shops – the ‘mom-and-pop’ stores that used to carry diverse product lines – now stock primarily the top 1% of category winners. They can’t afford to take chances on emerging brands when their own economics are squeezed by the same forces.
Retail worked for decades. So what has changed?
AG: The power centre has shifted. Traditional retail operates on an antiquated, retailer-first model that no longer reflects how brands should operate or how consumers actually buy. Think about it: brands increasingly prefer direct-to-consumer channels because they maintain control, own their customer data, and, on the right platforms, actually grow margin. Consumers prefer digital shopping for choice, convenience and price transparency. Traditional retail consistently delivers none of those things at scale. This isn’t speculation – long-range projections from the global payments industry indicate that 90%+ of commerce transactions will occur online by 2040. Physical retail will still exist, but it will exist downstream of digital infrastructure, not in place of it.
Is this true across all industries, or just tackle and fishing gear?
AG: Most industries have already made this transition. The outdoor gear market is one of the last massive holdouts still clinging to the old model. But the writing is on the wall. Brands that build their entire strategy around securing retail shelf space are building on a foundation that is actively crumbling. Evolving brands are adding D2C to their selling strategy. They aren’t abandoning traditional retail; they are utilising D2C as an additional channel.
Does this mean manufacturers should abandon retail entirely?
AG: Not necessarily. It means they need to reorient their priorities. Digital-first infrastructure – both for DTC and B2B – should be the foundation. Retail partnerships can exist as an additional channel, but only when the economics actually make sense, and the brand maintains control of its positioning and margins. The challenge is that most tackle manufacturers are still operating with systems built for the old retail-centric world. Their product data is scattered, their digital presence is an afterthought, and they’re optimised for filling out retailer data templates rather than building direct relationships with their actual customers.
What should manufacturers do differently?
AG: Start by building the digital infrastructure that gives them optionality. Centralise your product information, invest in quality digital assets, and create systems that let you sell effectively wherever your customers are – whether that’s your own website, specialised marketplaces, specialty e-retailers, or yes, even traditional stores when it makes sense. Platforms like Ridgerunner (www.ridgerunner.com) are specifically built for this new reality – helping outdoor brands manage product data, digital assets and multi-channel distribution in a way that puts the brand in control, not the retailer. It’s not anti-retail; it’s pro-future. The old operating system has collapsed. Smart manufacturers are building on the new one.
