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A UK sea fishing brand is poised for international expansion following a period of sustained growth which has culminated in a 40% increase in revenue in the last year.
Akios/Inova has seen its annual sales continually grow over the past seven years and its owner Simon Bradbury is now looking to build on the strong traction and growth to map out a strategy for the future.
He told Angling International: “These are exciting times for a company that is ripe for growth. The last two years has seen sales peak at 40% growth and there is no one within the industry who can say that.”
Bradbury formed his own business in the north-west of England after cutting his teeth with Pure Fishing during an 18-year career that saw him work on product development projects for revered brands that included Abu Garcia, Penn, Mitchell, Berkley and Shakespeare.
His experiences included designing and sourcing products in Asia and forging long-term business relationships with trusted and quality vendors. Underscored by more than 40 visits to the Far East and Asia, Bradbury not only built his own brands but also assisted others with developments and sourcing.
On leaving Pure Fishing, Bradbury launched the Akios rod and reel brand and the complementary Inova brand of terminal tackle and accessories.
He is unequivocal as to the reason for the success of Akios and Inova. “The products,” he says. “Great products have got us here. It has driven our success. We walk away from ‘me too’ products and have great pride in what we develop for the marketplace.
“Anglers want products that are different, with quality built in. That is in our DNA, which we describe as Quality Matters. Anglers are looking for well finished and well-designed items that include useful features that do a job. It is a cliché, but our products are designed and originated by anglers with fellow anglers at the forefront of the design.”
Bradbury added: “We know the markets. We talk the same language as our customers and, above all, we listen.
“We sell fishing tackle that is in demand and have created an identity as an aspirational brand that anglers want to connect with, whether it’s avid anglers buying high quality beach rods or entry level anglers aspiring to have the best money can buy at a fair price.
“Retailers may like products developed to solve their own angling challenges, but they cannot always sell the premium product. We have to offer products to all levels but maintain the desirability.
“We own our own moulding and tooling facilities for our products, which enables us to be not involved in a price war, with a race to the bottom. We deliver gear that has good specifications and features that fishermen want .Unique items that command a price.”
“We are becoming a ‘cool brand’ that anglers want to attach themselves to.”
The company’s attention to detail is underlined by the recent launches of its luggage range and a new tripod. The former was a two-and-a-half year project that included many rejections and has resulted in its first delivery being sold out before the consignment hit the shores.
The tripod took four years and necessitated its own tooling. It features unique heads, blocks and leg locks and is finished off in the recognised Akios red and black anodised colouring, differentiating it from the silver norm.
In the niche market that is sea fishing in the UK, Akios is proud to be a leading social media presence, led by the Akios/Inova Radicals – its handpicked team of influencers and testers who push its products to the limit in real world conditions.
“Their insight ensures that everything we make is purpose-built, rigorously tested and made to perform – from shore, surf or boat.
“From terminal tackle, rig accessories and tools to luggage, apparel and future-ready product lines, we ensure that every angler need is covered – making Akios and Inova a truly complete solution for the modern angler experience.
“Our ambition is to grow Akios and Inova into the most respected and sustainable angling brand globally, trusted by anglers across all disciplines, beginning with sea fishing and expanding into complementary categories that reflect modern angling lifestyles and values.
“As we scale across Europe and beyond, we will continue to stay true to our core – quality, innovation and authenticity.”
