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Simms invests in fly retailer to get ‘closer to consumer’

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Simms Executive Chairman, K.C. Walsh: “The River’s Edge is leader in the industry and a mainstay in Montana fly fishing.”

Simms Fishing Products, one of America’s best-known fly fishing brands, has made an investment in a retailer based in Bozeman, Montana – known as the trout fishing capital of the US.

The company – winner of an unprecedented ten awards at last month’s IFTD trade show awards – has partnered with The River’s Edge Fly Shop, which was established in 1983 and has two speciality retail stores in the city. It is the only business to stock the entire Simms product line.

“Once we decided to move forward with this initiative, The River’s Edge was an obvious first choice to have this conversation,” said Simms Executive Chairman K.C. Walsh. “Not only has it been a key partner of ours since its inception, but it is a leader in the industry and a mainstay in Montana fly fishing.”

“This expanded partnership allows us to get closer to the fishing consumer and provides a living retail laboratory right in our own backyard,” added Simms CEO Casey Sheahan. “We are excited about what we can accomplish together.”

“Not only has Simms been the leader in the manufacturing of quality and innovative products, it is the most progressive company that we do business with,” said Dan Lohmiller, co-owner of The River’s Edge. “Its forward-thinking has compelled us to take a more aggressive approach to the retail side of fly fishing and enhancing the customer experience. We are excited to deepen our relationship with the company.”

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