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Waterline buys three Hopkins & Holloway brands

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Waterline Sales Director, Alan Horsnall: Has not ruled out further acquisitions.

UK wholesaler Waterline has acquired the Seymo, Stonefly and John Roberts brands from Hopkins & Holloway. The new owner will continue to supply most existing wholesale and distribution customers and will also offer the brands across its retail network.

“We are going to widen the brands considerably and give them significantly more prominence in the market,” said Waterline’s Sales Director Alan Horsnall. “We believe we can do a lot with all three brands and that these acquisitions will help our customer base.

“We will build on the success of these ranges with both new products and improved price points. They are three renowned names that further strengthen our position as the UK’s number one fishing tackle wholesaler.”

Horsnall also indicated that there is a ‘strong possibility’ that Waterline will make more acquisitions in the future. “We are becoming more brand aware as a company and acquisitions are a key part of that strategy,” he said.

Hopkins & Holloway’s General Manager, Gregg Holloway, said the sale was a strategic decision that would allow the company to focus on rod guide production and distribution. It will continue to market both Fuji and Seymo rod components.

“We are going back to what was our core business,” said Holloway. “We will refocus on the things we are best at. The sale may also mean we can let part of our premises and could result in lower labour costs. It will be six months or more before we get everything sorted.”

One of the UK’s oldest fishing tackle companies, Hopkins & Holloway launched the Seymo brand in 1979 and developed sales in Europe when UK fishing styles became popular on the Continent. The launch of Stonefly took the company into the fly fishing accessories business in both the UK and Europe and, when John Roberts retired due to ill health four years ago, the coarse fishing equipment firm was added to the portfolio.

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