RIO Products’ decision to sell flies is seen as a ‘natural fit’ by the multi award-winning fly line manufacturer. The move into a new category by the Far Bank Enterprises brand is considered a fundamental shift by the fly fishing market, but RIO insists it is in line with its brand promise to ‘make the connection’.

Speaking about the July launch, Far Bank Enterprises President and CEO Larry Barrett, said: “RIO is known for numerous products anglers can count on, so adding high quality, competitively-priced flies is a natural fit.

“We are committed to utilising our resources to ensure high inventory availability to our specialty retail partners in a new product category that integrates into our current pricing and shipping programmes.” RIO is working closely with anglers, territory representatives and brand ambassadors to identify, design and select key, hand-tied patterns being made available through the ‘most competitive pricing structure in the category’. It is the most compelling new opportunity for Rio dealers and anglers everywhere, adds the company.

Source: www.angling-international.com.