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Historic fly fishing company moves into ecommerce

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A fly fishing company dating back to 1872 now boasts its own ecommerce website.

Hardy’s, well-known for its fishing tackle products, has integrated the Shopatron ecommerce capabilities and shopping cart into its online store, allowing UK customers to buy fly fishing equipment through the equipment maker’s network of partner shops.

“The internet is important for customers looking for information and increasingly for buying products,” said Ken Brewster, Hardy’s sales and marketing director. “We want to help our customers find the information they want to know and then, if they so wish, buy items online quickly and securely. We also want to support our network of Hardy dealers. This system does exactly that by using the retailers to fulfill the orders.”

Hardy products that are available for online purchase include fly rods, reels, accessories and clothing. The company joins more than 20 fishing brands on Shopatron, a network with 250 sporting goods brands who work with more than 5,000 sporting goods retailers to fulfill orders placed online.

In the first quarter of 2011, those sporting goods stores on the Shopatron Exchange saw same-store sales growth of 44% over the previous year.

Established in 1872, Hardy is one of the world’s most famous fishing tackle manufacturers. It is based in Alnwick, Northumberland, where it designs designs and produces a range of tackle, from modern performance rods and reels to more classically designed and built products that are distributed all over the world.

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