Pure Fishing Australia – Australia's home of all of your favourite fishing tackle

PASSIONATE ABOUT FISHING

The brands that come together to form Pure Fishing were founded by passionate inventors responsible for much of the tackle we use today. We continue this drive for innovation day by day, and catch by catch, with each brand in our portfolio earning a distinct and unique reputation with modern anglers worldwide.

The growth of our brands represent more than just business, it’s our deep respect for the importance of fishing to a growing number of anglers worldwide, and dedication to helping them catch more fish.

OUR STORY VISION & PURPOSE VALUES

OUR BRANDS

LET THE BATTLE BEGIN

The saltwater standard since 1932, PENN has been designing and manufacturing fishing gear for over 85 years. The resulting skill, knowledge and passion enable us to produce reels that have set records in nearly every IGFA classification. No matter where you fish, or what you fish for, look to PENN to perform flawlessly now and in the future.

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YOUR FISH. OUR SCIENCE.

Berkley is the only fishing company that strictly adheres to the scientific process to develop products to give anglers the tools and the confidence to catch more fish. Berkley baits are scientifically proven to work, in the lab and on the water. A leader in line, soft baits and hard baits, Berkley’s commitment to science lets us confidently tell anglers – We’ve done the science, now you catch the fish

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FISHING HARD NEVER FELT THIS GOOD

Abu Garcia helped pioneer Australian tropical sportfishing with the Ambassadeur round reel being the weapon of choice for the serious angler. Celebrating a rich 100 year history, Abu Garcia continues to manufacture cutting edge fishing gear for serious anglers across the globe.

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SENSITIVE

SO YOU DON'T

HAVE TO BE

Ugly Stik makes fishing equipment for those who like to fish ugly. In slime-stained shirts and boats a little beaten up around the edges. And with tackle built to handle just about anything you can throw at it, Ugly Stik gear is sensitive so you don’t have to be.

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PROTECT YOUR PASSION

Plano re-invented tackle storage in 1952 because they weren’t afraid to do things differently. That innovative spirit continues through the advanced styling and technology of Plano fishing gear today, but we still retain our roots with tried-and-true molded plastic products that work just as well today as they did at the start. Plano has fishing storage for every angler – no matter how many tangled hooks or lures you need to wrangle.

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Owner has been connecting anglers and fish for over 50 years. Sharper and stronger, Owner’s premium range of terminal tackle is Japanese designed and developed.

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Hardy, based in Alnwick, England has been handcrafting innovative fly gear since its formation in 1872 and is still recognized as the finest fly rods and reels in the world. Hardy fly gear is for those who require the finest and will not settle for anything less.

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There’s no fish like your first fish. And nobody knows that better than Shakespeare. For over 100 years, Shakespeare has been one of the most recognizable brands in fishing. As more and more newcomers discover the joy of fishing, Shakespeare will be there, providing the gear and inspiration to make sure that the next bite will never be the last.

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Stren is well known the fishing world over for its strength, dependability, and innovative technology – all of which combine to create confidence on the water.

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Fin-Nor was born in the hands of the daring few who attacked the unknown, wrestling with swords and sails of sizes never seen before, in places rarely fished. It’s the spirit of discovery that drove them then, and that guides us now, inspired by the legends of nautical pioneers who transformed mythical fish into documented history.

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Van Staal makes reels and tools for the saltwater anger who believes there are no limits on where you can go, how big a fish you can hook, or the amount of pressure you can put on it, your reel and yourself.

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Since 1938, Frabill has been trusted to position anglers for success. From bait management solutions to landing nets, Frabill provides a robust collection of high-quality, performance-driven products to help you reach your fishing goals..

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Years ago, Hooker Electric introduced its first electric fishing reel system. It didn't take long before we expanded the reel series to include advanced models, all of which have been preferred by serious anglers. Whether offshore, deep sea or big game fishing, our gear will get it done.

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