Simms Fishing Products, preeminent manufacturer of waders, outerwear, footwear, and technical apparel in fishing, announced that it has made an investment in The River’s Edge Fly Shop, longtime specialty retailer located in Bozeman, Montana. Established in 1983, The River’s Edge has been the headquarters for Montana fly fishing since its inception. With two locations in Bozeman, often described as the trout fishing capital of the United States, The River’s Edge offers a full-service experience – from guided Montana fly fishing trips, to fly tying and casting instruction, to expert product and fishing advice.
This enhanced partnership will continue to focus on providing customers with the best experience, which includes carrying a full range of categories, from wooly buggers to waders, fly rods to rainwear. Prior to this announcement, The River’s Edge was recognized as the only fly shop to carry the entire SIMMS product line. This partnership will allow both The River’s Edge and SIMMS to explore new and innovative retail merchandising strategies.
“Once we decided to move forward with this initiative, The River’s Edge was an obvious first choice to have this conversation,” said SIMMS Executive Chairman, K. C. Walsh. “Not only has The River’s Edge been a key partner of ours since their inception, they are a leader in the fly fishing industry and a mainstay of Montana fly fishing.”
“This expanded partnership allows us to get closer to the fishing consumer and provides a living retail laboratory right in our backyard,” added Casey Sheahan, SIMMS CEO. “We are excited about what we can accomplish together.”
“Not only has SIMMS been the leader in the manufacturing of quality and innovative products, they are also the most progressive company that we do business with,” said Dan Lohmiller, co-owner of The River’s Edge. “Their forward-thinking has compelled us to take a more aggressive approach to the retail side of fly fishing and to enhancing the customer experience. We’re excited to deepen our relationship with SIMMS.”
About Simms Fishing Products: Established in 1980, Montana-based Simms is the preeminent manufacturer of waders, outerwear and technical apparel in fishing.
About The River’s Edge: Established in 1983, The River’s Edge quickly became one of the premier fly fishing shops and outfitters in SW Montana. Now with two locations, today’s partners Dan Lohmiller, Steve Summerhill and Daniel Uter keep alive the same tradition of customer service, outstanding selection, and world-class outfitting and in-store expertise that was established over 35 years ago.