:::Excerpts below are from a recent interview with American Fly Outfitters, Inc, Founder and President, Dan Tilton. He offers unique insight into what makes his company special and how American Fly Outfitters has emerged as a valuable resource for fly shop owners and large outdoor retailers.
Who is American Fly Outfitters? We are a manufacturer/distributor of fishing flies worldwide. The American Fly Outfitters retailer network was created in 1998 to benefit fly shop owners. Since our inception we have not needed to advertise; in fact it violates our core business principles. Instead we were founded on the belief that fly customization, selection, quality and price; were all possible together in a delicate balance. The value that such a synergistic relationship provides to our dealers has fueled the growth and international success of our organization over the years.
What do we mean by a ‘Premium Quality Fly’? Our flies have been 'field-tested' all over the world in some of the toughest fishing conditions imaginable. It is our philosophy to only tie with the best hooks, feathers and materials. This method of doing business allows us to deliver an outstanding product consistently. We take all feedback very seriously, and any changes deemed necessary are immediately implemented. Floor supervisors are available to proactively identify any potential problems and resolve them quickly. It is all part of our unique and versitle business model. No fly is considered “ready for market” until everyone, including the fish, is happy with its looks, and more importantly, its effectiveness.
How can we sell flies at such Competitive Prices without Sacrificing Quality? There are two key competitve differentiators which enable us to benefit our international network of dealers and major retailers better than any other fly manufacturer.
- Our business model was designed differently. By optimizing inventory levels and minimizing overhead costs, we operate more efficiently than any other fly manufacturer in the world. The result is premium quality flies for approximately 31% less than the industry average. Not only does this JIT approach to minimizing inventory enable us to charge less, it also prevents against material and epoxy breakdown inherent in ‘inventory flies’.
- How many people profit on your flies before they reach your bins? We control every aspect of manufacturing, production and distribution. We do not use brokers, multi-tier distribution or purchase from different sources. These common approaches result in higher prices and inconsistent quality. By maintaining total control over the manufacturing and distribution process, we are able to significantly reduce the inflated cost of fly production.
Why are flies so important to a fly shop? According to recent industry statistics; fishing flies account for both the greatest percentage of sales and the highest margin item among US fly fishing retailers. Both higher margin and revenue than waders, reels, rods, etc. It is not hard to make the connection; the profitability and success of a fly shop largely lies within the fly bins. In this critical equation lies American Fly Outfitters.
Enhancing your customer’s experience. At the core of the American Fly Outfitters story is the belief in the importance of outdoor experiences to the overall quality of life. The whole point of providing quality products is to enhance your customers' outdoor experiences. It's when your customers bring our flies out on the stream, they're going to catch fish and they're going to have a better experience.
Whether you are a single-door location, or multiple-door retailer, we look forward to working with you to improve your business and margins. Please contact us if we can help answer any questions or assist in your buying process.
Sincerely,
Dan Tilton
President
American Fly Outfitters, Inc.
