What Farlows does

Farlows is a UK-based specialist retailer, founded in 1840 and operating as Farlows Group Limited (England No. 03549429), focused on fly fishing tackle, shooting clothing and country attire. The company sells a curated assortment of 60+ third-party brands (Hardy, Sage, Greys, Patagonia, Simms, Schoffel among others) alongside its own-label Farlows Fieldwear Collection, with prices ranging from accessories to £625 own-label safari jackets. Distribution combines a flagship physical store at 9 Pall Mall, London, a returns warehouse in Winforton (Herefordshire), and an e-commerce site at farlows.co.uk shipping to the UK, EU and selected international destinations. The company holds a Royal Warrant from HM King Charles III as suppliers of fishing tackle and waterproof clothing, employs expert in-store advisors as a key differentiator, and in 2026 launched the Farlows Rewards loyalty programme and expanded its own-label fieldwear range.

Revenue is generated almost entirely through one-time product sales across fly fishing (rods, reels, lines, flies, tying materials, waders), shooting (jackets, breeks, boots, accessories), men's and ladies' country clothing, home/lifestyle and dog products. Secondary monetization includes a Rakuten affiliate programme paying 5-10% commission to publishers and small revenue streams from gift vouchers and fly fishing tuition. The go-to-market model is sales-led omnichannel: content marketing (blog, buying guides, YouTube), paid acquisition (Google AdWords, Facebook remarketing), affiliate marketing via Rakuten, and earned social proof through the Feefo review platform support the e-commerce funnel, while the Pall Mall store drives in-person consultative selling. The recently launched tiered Farlows Rewards programme introduces loyalty mechanics (Bronze through Platinum at £50/£300/£999 spend thresholds) aimed at increasing customer lifetime value.

The technology stack is a standard e-commerce platform with SSL-secured checkout, cookie-based site functionality and integrated third-party services for payments (Klarna BNPL), reviews (Feefo), personalization (Nosto), address lookup (PostcodeAnywhere), social sharing (ShareThis, AddThis) and advertising (Google, Facebook, AdRoll/Nextroll). The company maintains an active social media presence across Facebook, Instagram, LinkedIn, YouTube, Pinterest, X and TikTok under the #FARLOWS hashtag. Privacy disclosures indicate Farlows shares customer information within a group that includes the Sportfish brand, suggesting a small privately-held corporate group under common ownership with no disclosed external investors, funding rounds or revenue figures.

Name

Farlows

Legal name

Farlows Group Limited

Website

https://farlows.co.uk

Company type

Private

Founded year

1840

Operating status

Operating

Headcount range

11–50 employees

Short description

Farlows is a UK specialist retailer, founded in 1840 and Royal-Warranted, selling fly fishing tackle, shooting clothing and country attire across 60+ brands plus own-label products via its Pall Mall flagship store and global e-commerce platform.

Ownership category

akta.pro rank

Product category

Specialty Outdoor Sporting Goods Retail

NAICS

All Other General Merchandise Retailers (455219)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Miscellaneous Retail (5900)

akta.pro primary industry

Fly Fishing Specialty Retail (CRAMALAD)

akta.pro secondary industries

General Fishing Tackle & Bait Retail (CRAMALAA), Lures, Flies & Terminal Tackle Specialty Retail (CRAMALAJ), Sporting Goods & Outdoor Omnichannel (CRAFAEAG)

Keywords

• Fly fishing tackle
• Shooting clothing
• Country clothing
• Outdoor sporting goods
• Fishing accessories

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales: Retail sale of fishing tackle, shooting clothing, country clothing, and outdoor accessories through e-commerce and physical store. Includes private-label Farlows branded products.
2. Affiliate Marketing: Partnership with Rakuten advertising network paying 5-10% commission on sales generated through affiliate publishers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Farlows is a specialist UK retailer selling fly fishing tackle, lure fishing equipment, shooting clothing and accessories, men's and ladies' country clothing, home and lifestyle goods, and dog products. The business operates through its e-commerce website and a flagship physical store at 9 Pall Mall, London, carrying over 60 third-party brands alongside its own-label Farlows brand.

Product overview

Farlows is a specialist UK retailer offering a comprehensive portfolio of outdoor sporting and country lifestyle products, primarily focused on fly fishing, shooting, and country clothing. The core offering consists of fly fishing tackle (rods, reels, lines, flies, tying materials, waders, and fishing clothing) and lure fishing tackle, complemented by shooting clothing and accessories, men's and ladies' country clothing collections, home and lifestyle products, and dog products. The company operates a multi-brand retail model, selling products from over 60 third-party brands including Hardy, Sage, Greys, Patagonia, Simms, and Schoffel, alongside its own Farlows-label sub-brand which includes fieldwear and country clothing. Additional offerings include a Farlows Rewards Programme (customer loyalty), gift vouchers, fly fishing tuition services, and a Farlows Fieldwear Collection. The business operates from both an e-commerce platform and a physical store on Pall Mall, London.

Differentiator

Problem solved

Functional benefit

Brands

• Farlows Fieldwear Collection: The company's own branded fieldwear and country clothing product line
• Farlows Rewards Programme
• Sportfish

Products and services

• Fly Fishing Tackle Comprehensive range of fly fishing equipment including fly rods, fly reels, fly lines, leaders, tippets, flies, fly tying materials and tools, waders, wading boots, and fishing accessories for trout, salmon, sea trout, pike, grayling, bass and saltwater species.
• Lure Fishing Tackle Range of lure and spinning fishing equipment including rods, reels, fishing lines, lures, spinners, hooks, jig heads, and storage solutions for bass and pike fishing.
• Shooting Clothing and Accessories Shooting attire and equipment including jackets, coats, gilets, vests, waistcoats, shirts, ties, breeks, trousers, boots, wellingtons, caps, hats, gloves, shooting sticks, cartridge bags, gun slips, and dog training supplies for pheasant, grouse, partridge, wildfowling and deer stalking.
• Men's Country Clothing Men's outdoor and country attire including tweed and linen jackets, waistcoats, gilets, knitwear, fleeces, shirts, polo shirts, trousers, breeks, footwear, socks, caps, hats, sunglasses, gloves, bags, and luggage.
• Ladies' Country Clothing Women's outdoor and country attire including jackets, coats, waistcoats, gilets, knitwear, fleeces, shirts, tops, dresses, skirts, trousers, breeks, footwear, socks, accessories, bags, gloves, hats, and sunglasses.
• Home and Lifestyle Country lifestyle products including bags, luggage, boot bags, seats, sticks, umbrellas, cookery items, flasks, coolers, picnic accessories, tools, gadgets, wellingtons, homeware, mugs, glasses, blankets, throws, greeting cards, and gift vouchers.
• Dog Products Products and gear for dogs, including dog training supplies and accessories for outdoor and country activities.
• Farlows Brand Products Own-label Farlows branded products including fieldwear, country clothing, fishing accessories, shooting accessories, walking sticks, and bags. Includes the Farlows Fieldwear Collection.
• Gift Vouchers Electronic gift vouchers available for purchase, useful as gifts when specific product preferences are unknown.
• Fly Fishing Tuition and Courses Lessons and courses for fly fishing instruction, helping customers learn and improve their fishing skills.

Quantifiable outcome

• 28-day no quibble returns guarantee on all products
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Rakuten AdvertisingcoreGTM or Marketing PartnerAffiliate marketing partnership with Rakuten, the #1 global affiliate marketing network. Publishers can earn commission of 5-10% on every sale made on the Farlows website. Farlows member ID (MID 50651) for publisher registration.
• FeefocoreGTM or Marketing PartnerCustomer review platform partnership. Farlows shares customer name, email address and purchase details with Feefo who sends review request emails on behalf of Farlows.
• Google AdWordsminorGTM or Marketing PartnerRemarketing service advertising on third party websites and Google Display Network to previous site visitors based on past visit data.
• AdRoll Group / NextrollminorGTM or Marketing PartnerTargeted advertising and remarketing services to show relevant ads to likely interested customers.
• FacebookminorGTM or Marketing PartnerRemarketing service to deliver targeted advertisements and understand ad effectiveness including whether visitors saw ads on Facebook.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Bass Pro Shops: Largest US outdoor and fishing retailer with extensive private label and multi-category offering. Comparable in fishing and outdoor category breadth but operates at much greater scale and broader mass-market positioning.

Emerging players

• Total Fishing Tackle: UK online fishing tackle specialist. Comparable in fishing category and e-commerce model, though narrower assortment and lacking country clothing and shooting categories.

Direct peers

• Le Chameau: Premium UK/European country footwear and outerwear brand. Comparable in rural pursuits product category, premium price positioning and heritage brand status.
• Angling Direct: UK-listed specialist fishing tackle retailer with multi-store and e-commerce presence. Direct peer in fishing tackle category and omnichannel retail model, though broader mass-market positioning.
• Barbour: Iconic British heritage country clothing brand with own retail and wholesale. Comparable in country clothing category, premium positioning and UK heritage-driven customer base.
• Orvis: Long-established US-based specialist retailer of fly fishing tackle, shooting clothing and country apparel. Direct peer in product categories, target customer (affluent hobbyist anglers/shooters) and multi-channel model (catalog, e-commerce, retail stores).
• Schoffel: Premium British and German country/shooting clothing brand. Comparable in shooting clothing category, premium price points and country pursuit customer overlap.
• John Norris of Penrith: Long-running UK fishing tackle and country clothing retailer serving fly fishing and game shooting enthusiasts. Closely comparable in specialist niche, curated assortment and heritage positioning.
• Harefield Country: UK country clothing specialist retailer and own-label brand. Comparable in country attire assortment, shooting and rural pursuits target market.
• Sportfish: UK fly fishing tackle retailer and related brand within the Farlows Group. Direct peer in fishing tackle retail, with overlap in target customers and adjacent B2B/travel services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/farlowsuk
• YouTubeyoutube.com/Farlows9PM
• Facebookfacebook.com/farlowsuk
• LinkedInlinkedin.com/company/farlows-ltd
• Instagraminstagram.com/farlowsuk
• Pinterestpinterest.co.uk/farlowsuk
• TikToktiktok.com/@farlows.uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Farlows