Redington Incorporates New Branding to Strengthen and Grow

Redington focuses on increasing breadth in the fly fishing market while introducing new anglers to the sport with extensive re-branding efforts.

August 24, 2010 (Bainbridge Island, WA) – Redington, a leader in fly fishing gear, announces new branding for the 2011 season to help develop a stronger Redington brand to be more aligned with it’s current customers and also attract new consumers to the industry.

Redington compiled research and data collected about its brand, consumer base and product offerings to develop a new brand world, identity and overall communications. With this new brand comes a new outlook on how Redington will move forward with messaging to consumers, product range offerings and even a new look for the logo. Redington will continue to speak to core consumers in the fly fishing industry but will also focus its reach beyond the industry to those who aren’t yet a part of the fly fishing world.

“We have spent the past year looking into how Redington could grow outside of the fly fishing industry while still staying true to our core fly fishing market,” says Jennifer Gish, Marketing Manager for Redington. “Through the research we found interesting parallels between anglers and general outdoor enthusiasts in what they desire and need. Our brand has been repositioned in a way to not only reach out to fly anglers but new customers as well. If we can get outdoor enthusiasts excited about fly fishing, we can gain new customers and help grow the entire fly fishing industry.”

All products for the 2011 season reflect this new brand world with new colors, new logo and surprising features that all outdoor enthusiasts can identify with. Redington hopes that both dealers and consumers will be excited about all that is new.

About Redington:

Redington makes fly fishing fun. Redington designs gear that gets the most out of your time spent on the water and in the outdoors. From ready-to-fish reels and outfits to a wide selection of rods, reels, waders and apparel…Redington gives you what you’re looking for. Versatility that performs. Value you need. The quality you deserve.


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