Once again, starting in the late fall soon after the annual Fly Fishing Retailers show in Denver, Colorado, we got bombed with “New Product Announcements”, updated catalogs, product samples, and visits from “Tackle Reps” (Manufacturers Representatives) showing off their new wares. Ever the “Technical Fly Fisherman”, I anticipate this event as much as I do anything else in the fly fishing world including fishing itself. With well over 50 vendors that we buy from, this makes an otherwise slow time of year real busy – and real fun!

I will also state that after 3 years in business, I have learned that while disruptive (and somewhat costly to us dealers); new products are in fact what drive sales. In fact, I even believe that I have figured out what the sales cycle is! Here’s my theory for what it’s worth. Good, bad, or indifferent, anything “new” will have some level of sales in the first year (apparently “new” is “good”?). The second year however, if the product is a winner, sales will inevitably go up (the cautious buyers will step up!) and if the product is a dog, the sales will plummet.

After a quick review, all in all things look a whole lot more settled than they did last year. However, while many vendors were somewhat (or totally) quiet, some of those who did make changes made huge changes (industry leader Simms comes to mind). In fact, although consolidated across far fewer vendors than last year, there may actually be more new products this year than last. There is also no apparent trend in regard to what types of new products were introduced (no dominant area, no dominant price-point, etc.)

Another thing I noticed was that the “affordable” rod market has quieted down considerably. After being the talk of the industry for the past several years, things are nowhere near as noisy as they have been. Make no mistake about it; the affordable rod buyer (under $200) is a real important consumer! However, while the big guys may have ignored this market in the past, this is no longer the case. With the big boys stepping up, this makes one wonder how the new offshore companies can survive (why buy from an unknown when you buy from the old guard?)

There was also the same type of “dealer implosion” that we have seen for the last few years at both the national and local level. While once a rarity, it is no longer an unusual event to see a rep pull a given product out of a shop to either give it to another shop or give another dealer more “breathing room”. The message here is that this is a “business” and we dealers need to step up or step aside! This also confirms my belief that what worked yesterday in regard to selling fly fishing products may not work today – the market is changing and we need to change with it.

Hot on the heals of last years accusation of Redington by Sage, as expected, Sage has made some very big changes. Confirming my assertion that Redington was a winner before Sage and would be a bigger winner with Sage, the under $100 Red.Fly rods got a face-lift, and the extremely popular RS2 rods were replaced with the new RS3. While the prices went up $14 and $10 respectively, the new rods are much nicer than the old ones. Look for polished blanks and single weight designation on the Red.Fly and upgraded hardware, etc., on the RS3.

In addition, Redington introduced a new series called the CPS (Core Performance Series). These high modulus super-fast 4-piece rods come in at $249 and sport a rich green blank and quality hardware. Another major change at Redington was a redesign of the hugely popular GD reel now called the CD. While the prices stayed the same, the finish was improved (super high gloss); the drag was replaced with a centered sealed cork drag and a positive locking knob (no more accidental movements). At just $129 for a 5/6 weight, these should be hot.

As for Sage themselves, they discontinued two series (LE and DS2) and added 3 new series (Launch, FLi and TXL). Starting with the Launch, this $170 rod replaces the LE with a handsome gold-brown blank and upgraded cork, wood and hardware. The FLi which comes in at $245 is a full-dressed mid-price rod that is sure to get some attention. At the high-end, the new TXL at $500ish is a series of 7’ and 7’10” light-action rods from 00 to 4 weight. These answer the need for a true high-end small stream rod. They also added some models to the TCR line.

Doing some house-cleaning after the extremely successful 2004 BIIx introduction, Winston has discontinued the Retro (fiberglass), BL5, and some models from the WT (most 2-piece and some other slow movers), LT (6’9” 4-weight and 8’3” 5-weight) and XTR (9’ 6-weight) series. One must assume that this is to make room for one or two new models next year! In regard to additions, while no new series were introduced, they did add five new BIIx’s (8’ 4-weight, 9’6” 5-weight and 9’6” 6-weight) including two spey rods (13’ 8/9-weight and 14’ 8/9-weight).

As for our newest rod line (we just added them to our offering late this fall!), after revamping most of its line a few years back, Scott has come out with a new series called the E2 (Eclipse II). These 4-piece rods come in at $450 and represent an interesting price-point for high-end 4-piece rods (one of the hottest markets out there!) that is $150 to $200 less than many other high-end rods. No doubt about it, as I predicted several years ago, 4-piece rods will become a standard in the high-end market in the very near future (daily use and travel!)

Things in the world of reels were pretty quiet. Ross added a new color (slate grey) to their new in 2004 “Rhythm” series which I expect to be popular. Abel, Bauer, Galvan, and Waterworks/Lamson were quiet. Tibor added another model (Tailwater) to the “CL” (Constant Lube) series, and Sage redesigned their drag versions of the 3000 series. Considering all the new reels last year, this is not a bad thing as it lets things sort themselves out. If I were a betting man, I would look for Bauer to step up with something new next year?

The biggest news this year may have come from Simms who added more new products than most any five vendors combined. This move falls right in line with other decisions (e.g., going into Orvis flagship stores, etc.) that have positioned Simms to make a hard run at being a far bigger player in the future! Based on what I saw, we can expect almost 100 new products over the next few years. In addition to expanding into areas that they previously did not cover (luggage, etc.), Simms is working both up and down the price-point ladder.

Having been reduced from between $30 to $40 dollars, Simms’ “traditional” vests (now called “Classic”) should be an easy sell to those looking for a quality vest at a fair price. In addition, Simms has introduced two new vests (G3 Guide and Vertical Master) that combine “traditional” looks with “technical” features (materials, etc.). While not as “hi-tech” as those offered by Fishpond and William-Joseph, this should appeal to the more traditional angler looking for a more modern vest. These new vests come in at between $169 and $159 respectively.

Lastly, Simms has introduced a line of gear bags and luggage that at first glance appear to be far better than that offered by many other vendors. The Dry Creek Lumbar Bag at $59.95 is a roll top waterproof fanny pack that is ideal for striper fishing. For the angler looking for more space, try the Dry Creek Chest/Hip Pack at $69.95. As for luggage, the new Hard Bottom Roller Bag is a bomb-proof rolling duffle for the serious traveler. Lastly, the Bottomless Pit Roller Bag available in two sizes (sized for 3 and 4 piece rods) is big enough for anyone (I already have mine!)

Lastly, Simms came out with a new line of technical “layering” clothing. The new Rivertek line represents the finest technical fleece products ever introduced by a fly fishing company. In fact, the new Rivertek Midweight Zip Top received a “Polartec Excellence Apex” award generally given to products introduced by mountaineering companies. This shirt has odor resistant mesh armpits, 4-way stretch shoulders, 2-way stretch body and non-absorbent cuffs extending from your forearm to wrist (for reaching in the water!).

As you can see, it is the non-traditional companies not the local favorites that are once again making the biggest waves. It is time for everyone in the northeast to step beyond what we have used for years and take a look at what the rest of the world is buying. In addition to getting the most for your money, many of these companies are bucking the trend and making their products right here in the USA. While American made soft goods such as clothing are all but impossible to find, the best rods, reels, and waders are still made right here!

As for a review of last year’s products, my choice for the “Best of 2004” is as follows:

Best New Rod: Winston BIIx (the 9’ 5-weight is a my new all-around trout rod)
Best New Reel: Galvan Torque (I like the antique bronze)
Best New Line: RIO Selective Trout (the DT is my favorite)
Best New Product: Simms G3 Jacket (Nothing even comes close)

Bob Mallard has been a flyfisherman and fly tyer for over 25 years and is the owner of Kennebec River Outfitters on Route 201 in Madison, ME. He can be reached at (207) 474-2500 or www.kennebecriveroutfitters.com.