the president of Superfly International
Inc. We are a fly-tying materials manufacturer
and distributor based out of Edmonton, Alberta.
The company was started about 20 years ago
by my father in our basement, and has grown
to a warehouse of 15,000 square feet. We’ve
got 20 employees and we manufacture over
7,000 different products used to produce
think the biggest risk that we’ve
taken in this business was when we decided
to drop the fly fishing equipment, some
of the higher end goods: rods, reels, boots,
waders, things like that. Probably a good
30% of our total sales was in that category,
and we knew that by dropping that, it would
significantly reduce our annual volume.
But because our profit margins on those
items as a distributor were small compared
to what we were doing as a manufacturer,
it made sense to the bottom line to do that.
largest fish ever caught is a Whale Shark,
measuring 59 feet and captured in the Gulf
of Thailand in 1919.
knew once we changed our product mix to
be specifically in fly tying, we had to
grow our market share. The natural next
step was exporting to the United States.
There are two options of entry into the
US: dealer-direct and through a distributor.
We chose to go with a distributor, because
we could send one large shipment at a time
instead of a bunch of small shipments.
fish evades predators by leaping from the
water and gliding.
we’re the only manufacturer in Canada,
and all other product that’s available
in Canada comes from the United States,
there’s an advantage to dealers to
buy from us directly in Canadian dollars.
biggest challenge in pricing is based on
currency exchange. Because we buy our raw
materials in so many different countries
and currencies, we’re really subject
to those fluctuations, so we have to allow
a cushion to make sure that at the end of
the day we still have our margins.”