UK supplier goes direct but maintains retailers won’t lose out

One of the largest suppliers of fishing tackle in the UK has introduced a new sales model that targets anglers direct, but which it says ensures independent retailers benefit from the shift rather than lose out.

Leeda – owner of brands that include MAP and Wychwood – maintains that at the centre of its strategy is a simple principle: ‘Shop Local Online’, which is designed to bridge the gap by combining the convenience of digital retail with the expertise provided by local tackle shops.

Mike Robinson (below), Leeda UK Brand Director, told Angling International: “Consumer behaviour has changed significantly in recent years with anglers increasingly researching products online before visiting a store or making a purchase. Our view is that independent retailers should benefit from that behaviour shift, not be disadvantaged by it.”

He added that the company’s three brand websites have been designed to direct consumers towards participating stores through dealer listings and Click & Collect functionality. “By showing the full range online, we can give consumers confidence in the brands while helping dealers benefit from that interest.

“The whole structure has been made specifically to support and strengthen the independent trade. One of the biggest frustrations in the market has been inconsistent brand representation and presentation. We have huge engagement with end users through our social media channels, but that doesn’t always translate to the best brand experience in-store.

“We’re looking to create a network of truly committed, supportive retailers who invest in our brands and feel supported by us. Our strategy is about creating stronger brands with more stable pricing so that supporting the brands becomes commercially worthwhile for retailers.

“Every online order placed through our websites is connected to a participating retailer, ensuring local tackle shops remain part of the customer journey. Whether through Click & Collect or paid home delivery, the system is designed so retailers benefit financially from online demand while also creating opportunities to drive footfall, upsell products and strengthen relationships with local anglers. Plus, we’ve introduced ‘blackout’ periods on new products so any new releases are only available to purchase instore through retailers and not online via the website. The aim is to create a joined-up retail ecosystem where digital activity supports local angling shops rather than competing against them.”

Robinson said that retailers can sign up directly through its sales team. “The process is focused on creating long-term brand partnerships, rather than opening accounts. We are taking a more consultative approach with retailers – helping with range building, merchandising, launches, in-store support and events to name just part of it.

“The goal is to create a trusted network of retailers that represent our brand values where consumers can confidently make purchases both online and in-store. The programme is designed to be entirely ‘opt-in’ for retailers. They can choose one of several partnership tiers, each offering increasing levels of support and benefit depending on their commitment to the brands. The entire structure is designed to reward retailers who actively support the brands and engage with the wider ‘Shop Local Online’ strategy.”

Robinson said that in the months leading up to the launch in early May, Leeda was busy explaining to retailers how the model works and getting them onboard with the new direction. “Many are already benefiting from Click & Collect model,” he added.

For end-users, the drive has been on social media with the message of ‘Shop Local, Shop Online’ explaining that every purchase helps support local tackle shops.

“Ultimately, we believe that the future of angling retail isn’t online versus local tackle shops – it’s using online platforms to help local tackle shops grow.”