About Pure Fishing

First and foremost, we are anglers, just like you. We prefer our bass feisty and our walleye toothy. We like hunting for tarpon as much as we do nymphing for trout. Since our first brand was founded in 1897, we have woven our love of fishing into the very fabric of Pure Fishing. Our team is most at home on the water, rod in hand, chasing that next bite.

Our family includes names like Abu Garcia, Berkley, PENN, Fenwick, Ugly Stik, and Greys. These brands are built on legacy, innovation, science, experience, and most importantly, passion. From tackle to rods and reels, each brand infuses that fundamental love of fishing into every product they develop. Our brands don’t just talk the talk: they fish it, too. That’s why Pure Fishing’s brand family is today’s industry leader.