Welcome to Smartlures – the home base for every predator angler.

Directly behind Fly Supply in Lelystad, you will find a place where passion,
craftsmanship and experience come together. At our location of over 800 m², we
have created an environment entirely dedicated to predator fishing. With no
less than 350 m² of presentation space and a large warehouse behind it, from
which our webshop is operated on a daily basis, we have everything under one
roof. But Smartlures is about more than just products. We want to create a
place where every predator angler feels welcome, receives expert help and can
always find new inspiration.

Smartlures.nl is run by passionate predator
anglers who know the sport inside and out. Lau, Mick, Dominique, Jerry, Peter
and the rest of the team are ready to share their knowledge and experience,
provide personal advice and help you prepare for your next adventure on the
water. Service, knowledge and personal contact are at the heart of everything
we do. Just as important to us are the partnerships we have with the brands and
suppliers we work with. From our many years of experience with Fly Supply, we
know how much of a difference it makes when a fishing tackle company is run by
people who are passionate anglers themselves.

Experience and in-house production at Smartlures

One of the things that makes Smartlures special is that we not only sell fishing tackle, but also develop and manufacture our own fishing products. Our location
includes Mick's own workshop, where the well-known Fishion Lures are
made entirely by hand. Here, you can see up close just how much craftsmanship,
time and attention go into creating these unique lures. Developing and
manufacturing our own fishing tackle is something we are proud of, and
something we aim to expand even further in the coming years.

We also organise events, workshops, demonstrations and special themed days. From perch
and pike to zander and asp: we want to bring predator anglers together to share
knowledge and experiences and, above all, enjoy our sport together.

A range that gets every predator angler excited

Our range has grown into an extensive selection of leading brands from the Netherlands and around the world. At Smartlures, you will find brands including Shimano, Rapala, VMC, Nays, Gator, Toppies, St. Croix, Savage Gear, Berkley, Tenryu,
Mustad, Cinnetic, Simms, Gamakatsu, Patriot, Geoff Anderson, Dragon, Patagonia,
Yeti, Fishion Lures, Abu Garcia, Megabass, Duo, BKK, SPRO and AVAA.

We continue to expand our range with new brands, special products and exclusive items. We don't just focus on the biggest names; we are constantly searching for tackle and products that genuinely excite us as predator anglers.

Pre-Owned – quality tackle deserves a second life

Alongside new products, pre-owned fishing tackle has also become an important part of Smartlures. There is a huge amount of high-quality fishing tackle sitting
unused in people's homes, and we think it is a shame for good equipment to
simply be left there. That is why we buy used fishing tackle and offer selected
products for sale again.

This gives quality tackle that is no longer being used a second life with another
angler. For the seller, it is a simple way to offer multiple items of
tackle at once, while other anglers get the opportunity to purchase quality
equipment at an attractive price. Alongside our new product range, we are
therefore building an interesting and constantly changing Pre-Owned
selection.

We also continue to develop our online offering. At Smartlures.nl you will find
our ever-growing range of new products, our own in-house products, handmade
Fishion Lures and a constantly changing selection of pre-owned fishing tackle.
From Lelystad, we process and ship hundreds of orders every day to predator
anglers in the Netherlands, Belgium and beyond.

From our opening to the next step

On 23 and 24 May 2026, we celebrated the official opening of Smartlures together with
prominent predator anglers, representatives from various brands and a huge
number of enthusiastic visitors. It was a fantastic weekend and, for us, the
true starting point of what we want to achieve with Smartlures.

We are now well underway. Our range continues to grow, we are developing and manufacturing more products ourselves, new products are constantly arriving and more events and activities are being planned. At the same time, we continue to expand our Pre-Owned concept to get quality fishing tackle back where it belongs: on the water.

Our ambition is clear: to develop Smartlures further into the ultimate
destination for predator anglers in the Benelux.

We look forward to meeting you – at Smartlures, online or on the water.

Sign up for our newsletter at the bottom of this page and be among the first to hear about new products, our own in-house products, exclusive releases, Pre-Owned items, special offers, events and other developments at Smartlures.

Kind
regards,

Lau, Mick, Dominique, Jerry, Jelle, Peter, Susanne, Daan, Peter, Lois, Bert, Gert-Jan,
Peter, Elaine and Daniël

Team
Smartlures

Smartlures B.V.
Schoepenweg 39
8243 PX Lelystad
The Netherlands

info@smartlures.nl