Angling Direct PLC

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Market Cap:
£50.22 m
65.00 GBX
52 weeks high
52 weeks low

Angling Direct is the largest specialist fishing tackle retailer in the UK. The Company principally sells fishing tackle products and related products through a network of Angling Direct retail stores located in the UK and also online via its own website (www.anglingdirect.co.uk). The Company currently sells a wide range of products, including its own range of products under the ‘Advanta’ brand.

The Company places great emphasis on creating a culture of supporting anglers and the future of angling. This is demonstrated by a number of initiatives that the Company has undertaken, including employing in-store qualified angling coaches providing advice and lessons at local angling destinations. The Angling Direct website is developed to not only sell fishing tackle but also to assist anglers catch more fish and feel part of a community. Articles and videos (published by the Company’s online video channel ADTV) are published on the website on a regular basis which offers instruction, advice on new products and reviews of rivers and lakes. All are aimed at increasing the anglers’ enjoyment and success.

United Kingdom.

Executive Directors

Darren Bailey, Chief Executive Officer

Darren has over 30 years’ experience working within the angling retail sector, beginning with his first role at Norwich Angling Centre Limited in 1986. Darren progressed to management within the company then, with the addition of other stores, to area management before being appointed Managing Director. Darren is responsible for online and in-store growth, the integration of all acquisitions undertaken by the Company, as well as all supplier contracts within the insurance division.

Martyn Page CTA, TEP, Executive Chairman

Martyn is a co-founder and major shareholder of the Company and the visionary behind Angling Direct. Martyn founded the Angling Direct Brand in 1997 following the acquisition of Norwich Angling Centre. Alongside his executive role at the Company, Martyn has worked as a corporate accountant for over 40 years’ advising and guiding companies from start-ups to UK and international operations with revenue in excess of several hundred million. Martyn is a well-known angler, within the UK and internationally, and is an angling author, who is also involved in national committees and clubs working for the improvement of fisheries and education and promotion of angling.

Ian Hunter, FCMA, Finance Director

Ian set up Hunters Business Services Limited in October 2001 to provide executive consultancy services specialising in finance and business turnaround. During this time Ian has worked on a number of Finance Director assignments across various sectors. Prior to establishing his consultancy company, Ian was the finance director of Dairy Crest Dairies’ Thames and Essex Divisions, the financial planning and analysis controller for Europe at Guinness plc and finance director of AGCO Corporation.

Non-Executive Directors

Paul Davies, ACA, Non-Executive Director

Paul is a qualified chartered accountant having qualified with Price Waterhouse in 1994. Following a spell working as an auditor in Abu Dhabi with Ernst & Young, he commenced a career in small- cap corporate finance advisory in the City. He joined Beeson Gregory in 1995 and moved to Collins Stewart in 1999, Arden Partners in 2004 and Seymour Pierce in 2007. He has worked on a large number of flotations and secondary fundraisings (both on AIM and the Full List) and small- cap M&A transactions. Paul was previously the finance director of Fibre 7 UK Limited from March 2011 to November 2016.

Senior Management

The Board is supported on operational matters by a number of senior managers. Details of whom are set out below:

Keith Easton, Financial Controller

Keith joined the Angling Direct senior management team in November 2008 as the Financial Controller and is responsible for all aspects of the accounting function. Prior to joining the Company, Keith worked as an accountant with a number of Norfolk based businesses including Goymour Properties Limited (an investment property company) for 13 years and Anglian Leisure Limited (the Norfolk Dinosaur Park) and has significant financial and management experience within the commercial sector.

Wouter Putman, Operations Manager

Wouter joined the Company in December 2007 as the EPOS administrator. Prior to joining Angling Direct, Wouter graduated with an MSc in Industrial Engineering and Management in 2006. Subsequently Wouter was promoted to Systems Manager in March 2009 before being appointed to the senior management team as the Operations Manager in April 2012. Wouter’s main responsibilities include delivering online growth through managing acquisition, development and optimisation as well as the management of Group logistics and ERP systems.

Stewart Downing, Commercial Manager

Stewart joined the Company in October 2013 as the Commercial Manager. Prior to joining Angling Direct, Stewart had worked in the fishing tackle business for 8 years. Following three years with Shakespeare (a UK brand of general fishing tackle), Stewart was appointed the UK sales director of Pure Fishing (a US owned fishing tackle supplier) when they acquired the Shakespeare brand in 2008. Previously, Stewart had held a number of senior sales and marketing positions in food supply businesses.

Shona Wright, Company Secretary

Adapting to the fishing retail environment whilst leading the people agenda and fulfilling the Company secretary role, Shona is a CIPD qualified HR Manager with 12 years’ experience in human resource practice and strategic business partnering. Shona’s HR experience has predominantly been with privately owned FMCG manufacturers, including Mars food UK Ltd.

We welcomed Shona to Angling Direct in April 2017, a time when the Company was going through a monumental transformational period.  During this  time of significant change, Shona extended her role to include the Company secretarial duties and is currently completing the ICSA Professional Development Award – Company Law and Compliance in Listed Companies.

Head office
2D Wendover Road
Rackheath Industrial Estate
Norwich, Norfolk
NR13 6LH

[email protected]

Investor Relation Enquires
For all investor relation enquires please contact:
Tel: 07496 853 413
Email: [email protected]

Customer Services
For all customer service enquires please contact:
Tel: 01603 400870

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United Kingdom

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United Kingdom

Main Reception: +44 (0)20 7496 3000
Compliance (24/7): +44 (0)20 7496 3093

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N+1 Singer

1 Bartholomew Lane
United Kingdom

Main Reception: +44 (0)20 7496 3000
Compliance (24/7): +44 (0)20 7496 3093

Auditors and Reporting Accountants
Price Bailey LLP
7th Floor
Dashwood House
69 Old Broad Street

Leathes Prior
74 The Close

Marriott Harrison LLP
11 Staple Inn


Share Registrars Limited
The Courtyard
17 West Street

Public Relations
Yellow Jersey PR Limited
Top Floor
70-71 Wells Street

Media Enquiries
For all business and financial media enquires please contact:
Yellow Jersey PR
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