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Murphy sets up fly fishing consultancy business

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Former Douglas Outdoors founder Murphy has set up his own fly fishing consultancy in Florida.

Former Hardy North America boss and Douglas Outdoors founder Jim Murphy has set up his own consultancy business for the worldwide fly fishing market.

The vastly experienced Murphy will provide design and supply chain solutions and will offer consultancy for sales and marketing strategies.

He points to the changing market environment as one of the reasons for moving into a consultancy role.

“Both the market and particularly the sourcing side of the industry continue to change and this is having a significant impact on distribution channels and routes to market,” he told Angling International.

“There has been a big shift in market dynamics, with some of the acquisitions of recent years proving particularly challenging, and this has reverberated among retailers.

“In addition, the consumer has gained a lot of strength because of direct sales. They have information and choices they never had before and this is making the market much more competitive.

“Consumers are selling to consumers and in effect manufacturers find themselves competing with their own customers.”

“This changes the paradigm thoroughly and manufacturers have to be very nimble and responsive to market needs. The pressure to come up with the right products and get them to market quickly has never been greater. There are not a lot of happy Boards around right now.

“Despite that, there are still many categories out there where breakthroughs are a real possibility. My role is to help companies address these market changes from a fresh perspective, to identify opportunities and to get things moving in the right direction.”

Murphy and his wife are relocating to Florida, where they have had a home for 25 years and where their son has a tackle shop. He can be contacted at .

“It is the first time since 1983 that I have not had a sales number to hit and I am enjoying the independence,” he added. “It helps that I am known in the industry and the consultancies are coming in.”

Filed In: Fly Reels, Fly Rods, Product News


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