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Cut-price retailer pledges ‘best tackle deals in Europe’

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Roger Surgay has promised the best tackle deals in Europe.
↑ TV star and fishing fanatic, Robson Green, will attend some of the Dragon Carp Direct store openings.

Dragon Carp Direct, the cut-price retailer owned by sports goods giant, Sports Direct, has opened its first permanent discount clearance centre in Tamworth in the UK.

And the man behind the operation says that more, similar stores offering ‘the best tackle deals in Europe’ will be opened this year.

Roger Surgay, well known for his microphone sales style at shows around the country, says the new tackle chain will be of the stack-it-high, sell-it-cheap variety and will be located in areas densely populated by anglers.

“We are going to be very aggressive in opening stores and with our prices,” said Surgay, who looked at two more potential store sites last week. “Frankly our prices are ridiculous.

“The Tamworth opening is only the beginning. The idea is to do what we did with the shows, but in permanent locations. Cheap tackle will now be available every day of the week. Some of the stores will use vacant properties already owned by Sports Direct. Location will be the key because we want to make the stores accessible to the maximum number of people.

“We have huge amounts of both discontinued and wholesale clearance stock. We also have masses of surplus show product to clear because we won’t be doing the number of shows we have done in the past. Prices in these new stores are guaranteed to be the best and will be so cheap people won’t believe them.”

Surgay sold Dragon Carp Direct to Sports Direct in September 2012 and is now Head of Retail Fishing across the company. Sports Direct also has its own tackle range under the Dunlop brand and last year completed its acquisition of UK wholesaler, Waterline Angling Products.

Surgay is confident the company will achieve its goal of taking 50% of the UK’s fishing tackle retail business as soon as possible. “Sports Direct is absolutely 100% serious and is prepared to do whatever it takes,” he told Angling International. “The company dominates all the other sports in which it operates and there is no doubt it will do the same in fishing.”

Surgay has promised not to be beaten on price by any other UK retailer. He has pledged huge savings and a choice of top brands.

“In the old days we focused mostly on our own products, but as part of Sports Direct we can get all the top brands. New partners are coming on board thick and fast and we have most of the major manufacturers. We now have 34 brands and are talking to others.”

Dragon Carp Direct has 11 stores in the UK, but the 5,000 square feet Tamworth outlet is the first discount clearance centre. The opening weekend saw anglers clamouring for bargain tackle. “It was absolutely unbelievable,” said Surgay. “There were long queues of anglers keen to get their hands on the cheapest fishing gear to be found anywhere. We couldn’t get enough gear in the place.”

Dunlop ambassador Robson Green will be at the opening of some of the new stores.


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