Welcome to Smartlures – the new home for every
predatory fisherman.

Behind the Fly Supply store in Lelystad, a place is currently being built where passion, craftsmanship, and experience converge. In our new location, spanning over 800 m², we are carefully and patiently building something special: a 350 m² predatory fish specialty store , with a warehouse behind it where the webshop comes to life. Here, we want to create more than just products; we want to create a place where every visitor feels seen, supported, and inspired.

Smartlures.nl is run by anglers who know the sport inside and out. Lau, Mick, Peter, and the rest of the team are ready to share their experience, offer personalized advice, and help you on your way to your next catch. Customer focus and service are at the heart of our store and webshop, as are the partnerships with the brands we work with. From Fly Supply's experience, we believe you notice the difference when a store is built by people who love being on the water.

A key element of Smartlures is the experience. That's why Mick will have his own workshop in the shop, where you can watch him create his handmade Fishion Lures . These unique, custom-made lures are an essential part of what makes Smartlures special. In the future, you'll not only be able to watch, but also participate in workshops and special theme days. Think of fishing together for perch, pike, zander, or asp—moments where we share experiences, learn, and enjoy the sport.

Our range is filled with a wide selection of top brands from the predator fishing world. You'll find brands like Shimano, Rapala, VMC, Nays, Gator, Toppies, St. Croix, Savage Gear, Berkley, Tenryu, Mustad, Cinnetic, Simms, Gamakatsu, Patriot, Geoff Anderson, Dragon, Patagonia, Yeti, the Fishion Lures from our colleague Mick, Abu Garcia, Megabass, Duo, BKK, SPRO, and AVAA. Everything has been carefully selected to offer every predator angler the best gear, so you can always rely on quality.

As of January 1, 2026, the Smartlures webshop is live with a brand new batch of custom Fishion Lures, handmade by Mick in his studio. In the coming months, we'll be gradually expanding with new brands and products, while we continue to build the shop behind the scenes.

The store's grand opening is scheduled for Saturday, May 23rd and Sunday, May 24th, 2026. We look forward to welcoming you this weekend. We're joining prominent anglers and many major brands to celebrate the launch of the new Smartlures store. Until then, we're working enthusiastically every day on the interior, the webshop, and everything that will make Smartlures a unique destination.

We look forward to meeting you – in store, online or at the water.

Sign up for the newsletter below and stay informed of the latest developments.

Yours sincerely,

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

Team Smartlures

Smartlures BV
Schoepenweg 39
8243PX Lelystad
The Netherlands
info@smartlures.nl