Thorne Bros

What Thorne Bros does

Thorne Bros is a specialty fishing tackle retailer and custom rod builder founded in 1983 and headquartered in Blaine, Minnesota. The company designs, hand-builds, and sells custom fishing rods alongside a broader catalog of tackle, marine electronics, and fishing-related accessories. Its customer base consists primarily of individual recreational anglers, with a stated focus on musky and bass fishing segments, while also serving walleye, ice, fly, and marine electronics buyers through both physical retail and direct-to-consumer e-commerce.

The business operates a multi-channel retail model combining two physical locations — a main tackle store and a dedicated Marine Electronics store — with online fulfillment via Shopify and, since October 2025, the Omnia Fishing digital map-based shopping platform acquired as part of an e-commerce retail channel acquisition. Core products are hand-built, American-made custom rods priced from approximately $75 to $705, complemented by branded tackle, electronics, and accessories at varied price points. Thorne Bros also runs an annual Thorne Bros Classic tournament and a Pro Staff ambassador program, which serve as community-building and demand-generation assets.

Revenue mechanics combine direct-to-consumer retail sales (in-store and online), commissioned custom rod builds, tournament-related activity, and marine electronics sales. The brand's 40+ year operating history and emphasis on craft production indicate an established niche positioning rather than a mass-market tackle retailer, with growth now primarily oriented toward scaling e-commerce rather than expanding physical footprint.

Name

Thorne Bros

Legal name

Thorne Bros Custom Rod & Tackle

Website

https://thornebros.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Thorne Bros is a Blaine, Minnesota-based specialty fishing tackle retailer and custom rod builder founded in 1983, serving individual musky, bass, walleye, ice, fly, and marine electronics anglers through two retail locations and e-commerce channels.

Ownership category

akta.pro rank

Product category

Fishing Tackle Retail

akta.pro primary industry

General Fishing Tackle & Bait Retail (CRAMALAA)

akta.pro secondary industries

Freshwater Fishing Specialty Retail (CRAMALAB), Rods, Reels & Line Specialty Retail (CRAMALAI), Ice Fishing Specialty Retail (CRAMALAE)

Keywords

• Custom fishing rods
• Fishing tackle retail
• Marine electronics sales
• Rod building supplies
• Rod repair services

Headquarters

HQ city

Blaine

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. E-commerce Sales: Online retail sales of fishing tackle, rods, reels, and accessories through their Shopify-powered storefront, with goal to triple sales following Omnia partnership
2. Physical Retail Sales: In-store sales at two Blaine, MN locations - main tackle store and marine electronics store with dedicated hours and boat drop-off service
3. Custom Rod Building: Custom rod building services with various series including Predator, Stealth, SCV, and collaboration rods with professional anglers; build times of 4+ weeks for custom orders
4. Professional Rod Repair: In-house professional rod repair services including guide replacement, tip repair, handle repair, and reel seat maintenance

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Thorne Bros Custom Rod & Tackle is a specialty fishing tackle retailer and custom rod builder based in Blaine, Minnesota. The company sells hand-built, American-made custom fishing rods (built to order and pre-built) alongside an extensive catalog of fishing tackle, marine electronics, rod building materials, apparel, and accessories organized by fishing discipline (musky, bass, open water, fly, ice). It also offers in-house professional rod repair services and operates both a Shopify-powered e-commerce storefront and two physical retail locations in Blaine, MN.

Product overview

Thorne Bros Custom Rod and Tackle is a specialty fishing gear retailer and custom rod builder based in Blaine, Minnesota, established in 1983. The company operates both a custom rod building shop (offering hand-built, American Made custom rods) and a comprehensive e-commerce platform. The core product portfolio centers on Thorne Bros Custom Rods (available as build-to-order and pre-built configurations for musky, bass, walleye, panfish, ice fishing, fly fishing, and saltwater), complemented by an extensive tackle selection organized by fishing discipline (Musky Fishing, Bass Fishing, Open Water Fishing, Fly Fishing, Ice Fishing), rod building materials and tools, in-house pro rod repair services, marine electronics with installation, trolling motor parts, branded clothing, and an annual fishing tournament. The multi-channel offering combines the company's custom rod craftsmanship with a full-line tackle retail operation.

Differentiator

Problem solved

Functional benefit

Products and services

• Thorne Bros Custom Rods Hand-built, American Made custom fishing rods available in both custom build-to-order and pre-built configurations across multiple specialty series (Predator, Stealth, SCV, and pro-angler collaborations).
• Rod Building Materials Components and supplies for DIY rod building including blanks, handles, guide sets, tip tops, grip kits, epoxies, and professional tools from brands such as St. Croix, Rainshadow, and Fuji.
• Pro Rod Repair In-house professional rod repair services including guide replacement, tip repair, handle repair, reel seat servicing, and hookkeeper installation. Repair services priced from $5 to $20 per repair type.
• Musky Fishing Tackle Comprehensive musky fishing gear including rods, reels, line, and an extensive lure selection covering bucktails, topwater baits, swimbaits, beavers, crankbaits, jerkbaits, spinnerbaits, spoons, and jigs.
• Bass Fishing Tackle Complete bass fishing equipment featuring spinning and casting rods, reels, line, JDM tackle, hard baits, jig heads, jigs, wire baits, plastics, topwater lures, lure-making supplies, tools, terminal tackle, and storage solutions.
• Open Water Fishing Open water fishing gear for walleye, panfish, and catfish including rods, reels, crankbaits, jerkbaits, jigs, rigs, plastics, floats, and fish cleaning equipment.
• Fly Fishing Complete fly fishing equipment including rods, reels, lines, leaders, tippet, flies for trout/warmwater/musky/saltwater, fly tying materials, tools, vises, waders, boots, vests, packs, nets, and Bob Mitchell's Fly Fishing School.
• Ice Fishing Full ice fishing setup including custom ice rods, ice reels, combos, cold-weather clothing (jackets, bibs, gloves, footwear), tackle, electronics, ice houses, augers, tip-ups, heaters, and safety equipment.
• Marine Electronics Marine electronics installation and sales including trolling motors (Minn Kota, Lowrance), graphs, transducers, shallow water anchors, batteries, chargers, lake map chips, and rigging accessories.
• Trolling Motor Parts Replacement parts for Minn Kota trolling motors including Quest, PowerDrive, Terrova, Ultrex, Ulterra, Deck Hand, Talon, and Lowrance trolling motor components.
• Clothing & Apparel Branded and performance fishing clothing including UPF shirts, t-shirts, hoodies, pants, shorts, gloves, hats, cold weather layers, rain gear, and footwear.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Omnia FishingcoreStrategic or Co-development Partner · 9 October 2025Strategic partnership and acquisition where Omnia Fishing's ecommerce retail channel was acquired by Thorne Bros. The collaboration combines Omnia's digital map-based shopping platform with Thorne Bros' warehouse capacity and operational strength. The partnership aims to expand fishing tackle selection, improve inventory availability, and enhance the multi-channel shopping experience for anglers, positioning the combined entity to compete more directly with larger retailers in the fishing tackle market.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Bass Pro Shops: Largest U.S. outdoor recreation retailer with deep fishing tackle, rod, marine electronics, and apparel assortment plus destination store experience. Comparable as a broad incumbent against which Thorne Bros competes for share in tackle, rods, and marine electronics.
• Cabela's: National outdoor retailer (now under Bass Pro) carrying fishing rods, tackle, marine electronics, and outdoor apparel. Comparable as a broad incumbent competitor across nearly every category Thorne Bros carries.
• Sportsman's Warehouse: Multi-store outdoor retailer offering fishing tackle, rods, reels, marine electronics, and apparel. Comparable as a broad incumbent competing for the same regional and national angler customers.
• Field & Stream: Outdoor recreation retailer carrying fishing tackle, rods, marine electronics, and apparel across physical stores and online. Comparable as a broad incumbent competitor in the same hunting, fishing, and outdoor lifestyle categories.
• St. Croix Rods: Major fishing rod manufacturer selling direct to consumer alongside its wholesale channel. Comparable as a broad incumbent in rods specifically, where it overlaps with Thorne Bros' custom and pre-built rod offerings.

Direct peers

• Tackle Warehouse: Large online-only fishing tackle retailer carrying bass, walleye, inshore, and offshore tackle across major brands. Directly comparable to Thorne Bros' ecommerce channel and broad multi-species tackle assortment.
• Musky Shop: Specialty retailer focused on musky fishing tackle, rods, reels, and lure components. Directly comparable to Thorne Bros in its musky-centric assortment depth and small-shop, enthusiast-oriented positioning.
• Omnia Fishing: Digital map-based fishing tackle retailer whose ecommerce channel was acquired by Thorne Bros in October 2025. Closely comparable as a fishing tackle ecommerce platform with overlapping customer base and assortment philosophy.
• Mud Hole Custom Tackle: Custom rod building supplier and retailer offering rod blanks, components, and custom rod building services. Directly comparable to Thorne Bros' custom rod building shop and rod-building materials line.
• Tackle Direct: Online fishing tackle retailer offering rods, reels, lures, and terminal tackle across freshwater and saltwater categories. Directly comparable to Thorne Bros' ecommerce assortment and hobbyist angler customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/thornebros

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Thorne Bros