FORGEWATER FLY FISHING
We are a UK fishing flies wholesaler creating bespoke, custom branded fly selections for fisheries, guides, clubs and retailers.
Each selection is built around your water and your season - not a generic stock list. Your branding. Your river. Your customers.
We supply premium barbless flies that are designed to sell and, more importantly, to catch. The real value is in the tailoring. When a box is put together specifically for a river or fishery, it moves faster and feels right to the angler buying it.
Simple. Effective. Built around your water.
Barbless Lava Tail
Deer Hair Emerger
Barbless Foam Eyed Daddy
Tactical Tungsten PTN
Our Partners
Fly Fishing Guides
A river guide operates on reputation. When clients ask, “What were we using today?”, a generic answer feels forgettable.
A Forgewater custom guide selection is built around that guide’s actual working flies - tuned to their river, their season and their methods. Packaged under their own branding, it becomes part of their professional identity.
The result:
Clients leave with the exact flies that caught their fish
Higher client satisfaction
Increased secondary sales after each guided day
Strong margins without carrying large stock
It turns a successful day on the water into continued revenue.
Fisheries
A fishery counter stocked with generic flies forces anglers to guess.
A water-specific Forgewater selection removes guesswork. The flies are chosen for that venue - its hatches, its feeding behaviour, its pressure levels. Clearly labelled for that fishery and season, it builds trust at the point of sale.
The result:
Faster sell-through
Fewer “wrong choice” purchases
Higher angler confidence
Increased perceived professionalism of the venue
When anglers catch on flies labelled for your water, they come back for more.
Retailers
Tackle shops often compete on volume and price.
A custom Forgewater collection creates differentiation. Instead of another wall of generic patterns, you offer curated selections designed for specific local rivers, stillwaters or seasonal windows.
The result:
Higher conversion at the counter
Reduced decision fatigue for customers
Strong margins on own-branded product
A product range competitors cannot easily replicate
It moves you from being a reseller to being a curator.
Clubs & Estates
Clubs and private waters rely on consistency and conservation.
A bespoke Forgewater club selection ensures members have access to proven, fishery-appropriate patterns - all barbless, responsibly specified and tailored to the club’s waters.
The result:
Improved member experience
Fewer inappropriate fly choices
Added value to membership
Opportunity for additional club revenue
It reinforces the club’s standards while simplifying choice for members.