Korda

Korda, owned by Danny Fairbrass, is one of the largest fishing tackle manufacturers in the UK and Europe.

Danny used to work for the Natwest Bank over 25 years ago, and whilst there, he used to make fishing leads (fishing weights) at home in his garage. He would then load the buckets he had filled with leads and travel around the country visiting lakes to sell them. This was the start of how we know Korda today. 

When Danny started Korda, he surrounded himself with some very clever people. Together they came up with a very creative marketing plan. The tackle trade was rather unprofessional at that time, but Danny took Korda to a different level. Before long, Korda was in most fishing tackle shops selling gear which consisted of terminal tackle such as; Hooks, Korda Ready Tied Spinner Rigs, Beads, Tubing, Korda Goo, Baiting Tools and other end tackle bits. However, the genius part was their Free DVD, "Thinking tackle", which taught anglers all about the gear and how to use it. The Thinking Tackle DVD was 3.5 hours of non-stop carp fishing with all the tips to catch your new personal best carp - it was a massive hit with the anglers and still is today. It soon catapulted Korda to the top of the market when it came to terminal fishing tackle, and they are still at the top today, some 25 years on.

Korda became so prominent in the UK that they planned to open a warehouse in Europe. When Danny started Korda, he affiliated with companies that made other products better than he could. Delkim covered the Bite Alarms. Trakker covered the Chairs, Beds and Luggage. Daiwa did the Rod's and Reels, and Mainline Baits sorted the Fishing Bait. In their DVD's they would heavily endorse these companies and get paid substantial royalties. They still do today, except Trakker now Korda make their own Luggage range. Off the back of all the Korda's royalties, they built a state of the art warehouse in Europe. No money from the sale of Korda's goods contributed to the warehouse build - now that's a very clever business plan.

Korda today are still testing the boundaries of what fishing tackle companies can do. They're the first tackle company to have their own Television show on ITV4. One is Monster Carp, hosted by Ali Hamidi, Neil Spooner and Tom Dove, who travel the world to catch the biggest carp they can. The other show is The Big Fish Off, also Hosted By Ali Hamidi, but his right-hand man is Dean Macey, the English Gold Medal-winning athlete. In this show, they take celebrities fishing and make two teams where they fish against each other with many funny parts to add.