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Einarsson ties up North America sales deal

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Steingrimur Einarsson has signed a distribution agreement with US-based Aqua Flies.
↑ Einarsson Fly Fishing currently manufactures two fly reels – the Invictus (pictured) and the Plus.

Icelandic manufacturer Einarsson Fly Fishing has agreed an exclusive deal that will see its reels sold in North America. The high-end reels will be available to fly fishing dealers in the US through Aqua Flies.

Based in Sebastopol in North California, Aqua Flies is the manufacturer of high quality steelhead flies and also a distributor for various fly fishing products. Company founder is Doug Brutocao.

Steingrimur Einarsson began producing reels in Iceland in 2004 and moved his growing business to a new production facility in Isafjordur in 2009.

The company produces two models of fly reel – the Invictus, which is engineered and assembled in Iceland, and the Plus, which is produced at its other factory in Korea.

The most outstanding feature of the Invictus is the patented Shock Absorbing Brake technology (SAB), a sealed, smooth drag system designed to absorb shockwaves and provide more control from the ‘take’ to landing the fish. It is, says Einarsson, the smoothest brake system ever made. “The energy generated by the fish is stored in the reel,” he explained. “The transition in the system is softer compared to leading brands. No other reels do this.”

Using his background in CNC engineering and design, Einarsson put his first Plus model into low-key production ten years ago. Today it is made in four different sizes.

It has been a busy six months for Einarsson, who signed an agreement with Austrian company Hurch Fly Fishing In August last year for the distribution of his reels in Germany, Italy, Switzerland, Slovakia, Slovenia, Austria and the Czech Republic.

The reels are also available in Canada, Norway, Sweden, Denmark, Finland, Switzerland, Ireland, the Netherlands and the UK.

Filed In: Fly Reels, Product News, Reels