It’s not the press release* itself (below) that intrigued me so much as the question as to whether Douglas Outdoors faces an uphill challenge.
All the right connections are made in the announcement — it’s led by the former president of a well-known fly rod and reel manufacturer, who later was also involved with a mid-range manufacturer; has a connection to conservation and a rod who holds two IGFA fly rod records, and touts a “made-in-the-USA” label.
If it’s not enough to launch another mid-range fly rod line in a market filled with options, particularly from more established, formerly upscale manufacturers, Douglas Outdoors promises to limit sales through dealers, mainly independent shops.
A FRESH LEGACY
Jim Murphy, former President of Hardy North America and founder of Redington, announces the founding of Douglas Outdoors. This is a new partnership with the Barclay family, prominent conservationists and owners of the Douglaston Salmon Run (DSR) on the famed Salmon River, in New York. Douglas Outdoors will present two new fly rod ranges, a line of spin and casting rods, and two new fly reels at the annual ICAST/IFTD show on July 15 in Orlando Florida. This first product offering will feature the Eclipse fly reel, the first to be made in the Douglas Outdoors factory in New York.
“We are in the process of building a new fishing rod factory here in New York State.” Murphy said, “We have hired a leading composites engineer to head the team. Tom Murphey, formerly of the Air Force Research Laboratory in Albuquerque is not only a prominent scientist in the field, but is also the holder of two current IFGA records on fly. Tom will be applying the latest material science breakthroughs to fishing rod design. We will bring our first US Made rods to market in 2015.”
“Douglas Outdoors is committed to a dealer-centric program. Our focus will be on the independent dealers, and we will offer them products, programs, and support that will reflect on their key role in the fishing industry.” Murphy continued, “I look forward to presenting Douglas Outdoors to the industry and to offering a fresh legacy of tackle and services that anglers and dealers alike will find both new and familiar.”
*This appeared in my fly fishing club’s in box.
Disclosure: No, I have not received nor do I expect to receive any compensation for this post.
Lastly, I don’t know how a “legacy,” by definition, can be fresh. I blame the copywriter.