My name is Daniel de Jong. From an early age I have been obsessed with fishing and everything to do with it. My brothers used to play football or they were sitting at the computer, after school I was directly on the side of the ditch opposite our house. See if they wanted to bite …

One thing led to another. I learned a lot by fly fishing, reading about it, but also from others. From the age of 10 I worked in a fishing tackle shop after school and on Saturdays. Then I knew: That´s what I want to do as a career, but completely focused on fly fishing.

During my studies in management, economics and law, I started Fly Supply, it was in the summer of 2004. I started in the renovated garage of my parents. Growth went fast and an extra outbuilding to the garage also became too small over time. My philosophy is to try to have all the items I supply in stock. Certainly with clothing, rods and reels you as a fly fisherman want to have the material in your hands and feel that it is good and suits you.

Fly Supply grew rapidly and since 2012 there is a beautiful and large store in Lelystad with no less than 600 m2 filled with articles from the most renowned fly fishing suppliers. In addition to the store and the webshop, our team is active at trade fairs in the Netherlands and abroad. We also have our own test team that tests new materials and accessories before they are available in our webshop and store.

Marc Zitvast founded Smartlures and has spent many years with a focus on the shop and webshop. Thanks in part to his efforts, fly fishing for predatory fish is more popular than ever in the Netherlands and the rest of Europe. Marc quits his career in the fly fishing world and we are glad that he has contacted Fly Supply to continue Smartlures.

Over the years, Smartlures has built up an impressive collection of high-quality predator material. We are therefore pleased that Fly Supply can take Smartlures.nl under its wing and expand the product range of both Fly Supply and Smartlures thanks to this acquisition.

Smartlures.nl will continue to exist as a webshop and the stock has meanwhile moved to the Fly Supply store in Lelystad. In the coming months, Smartlures.nl will be expanded with brands such as Simms, Scientific Anglers, Orvis, Hardy, RIO, YETI and many more. Interesting brands of Smartlures will also be added to the collection of the Fly Supply webshop.