WHO ARE WE?
Pure Fishing, Inc. is a leading global provider of fishing tackle, lures, rods and reels with a portfolio of brands that includes Abu Garcia®, Berkley®, Fenwick®, Hardy®, Plano®, Penn®, Pflueger®, Shakespeare®, SpiderWire®, Stren®, and Ugly Stik®.
With operations in 19 countries and a dedicated workforce conversant in 28 languages, Pure Fishing, Inc. is a leader in outdoor and recreational lifestyle products.
Today, Pure Fishing addresses the needs of anglers around the world with a strong portfolio of leading brands. Here at Pure Fishing Malaysia, we are determined to bringing the best tackles to Malaysia and across South-East Asia. We are dedicated to helping you have more fun and catch more fish!
VISION
Elevating the standard of the fishing experience through our trusted brands, people and service
PURPOSE
To inspire and empower anglers to create fishing memories beyond the catch
OUR BRANDS
FISHING HARD NEVER FELT THIS GOOD
Abu Garcia played a crucial role in establishing Malaysian tropical sportfishing by introducing the Ambassadeur round reel as the preferred tool for dedicated anglers. With a proud century-long legacy, Abu Garcia remains at the forefront of crafting advanced fishing equipment for committed anglers worldwide.
YOUR FISH.
OUR SCIENCE.
Berkley stands out as the sole fishing company dedicated to following a rigorous scientific approach in product development, providing anglers with the equipment and assurance to enhance their fishing success. Scientifically validated in both laboratory and real-world settings, Berkley baits have demonstrated effectiveness. Renowned for their leadership in lines, soft baits, and hard baits, Berkley’s unwavering commitment to science allows us to confidently assure anglers: “We’ve conducted the research; now it’s your turn to reel in the fish.”
SENSITIVITY ISN'T A TRAIT.
IT'S A CRAFT.
Fenwick, a stalwart in fishing since the 1950s, is synonymous with excellence. Renowned for precision and innovation, their rods blend tradition with cutting-edge tech. Crafted for various styles, Fenwick rods stand out for durability and top-tier performance. Elevate your angling with Fenwick – where heritage meets passion.
LET THE BATTLE
BEGIN.
Setting the saltwater benchmark since 1932, PENN boasts over 85 years of expertise in crafting fishing gear. Our accumulated skill, knowledge, and passion empower us to create reels that consistently break records across various IGFA classifications. Whether you’re fishing in diverse locations or targeting different species, trust PENN for flawless performance both now and in the years to come.
Timeless Quality in
Fishing Reels.
Pflueger, a trusted name in fishing since the late 19th century, is synonymous with excellence in reel craftsmanship. Known for durability, smooth operation, and innovation, Pflueger offers reels for every angler, from freshwater to saltwater environments. Whether spinning, baitcasting, or fly fishing, Pflueger consistently delivers reliable performance, blending tradition with innovation for an enhanced fishing experience.
PROTECT YOUR PASSION.
In 1952, Plano revolutionized tackle storage by embracing a fearless approach to innovation. This inventive spirit endures in the contemporary styling and technology of Plano’s fishing gear. While we evolve with advanced materials, we stay true to our origins, offering reliable molded plastic products that prove as effective now as they were in the beginning. Plano provides fishing storage solutions for every angler, adept at organizing hooks and lures, no matter the complexity.
THERE'S NO FISH LIKE YOUR FIRST FISH.
Nothing compares to the thrill of your initial catch, and Shakespeare understands this sentiment like no other. With a legacy spanning over a century, Shakespeare stands as one of the most prominent names in fishing. As an increasing number of novices experience the joy of angling, Shakespeare remains steadfast, offering both gear and inspiration to ensure that every subsequent bite is just as unforgettable as the first.
CONFIDENCE ON THE WATER.
Stren has earned global recognition in the fishing community for its robustness, reliability, and cutting-edge technology. These qualities converge to instill confidence while on the water.
STRENGTH IN EVERY CAST.
Spiderwire: Strength and Sensitivity in Every Cast. Elevate your angling with advanced braided lines designed for durability in both freshwater and saltwater. Trusted by anglers worldwide, Spiderwire delivers the power and precision you need for a superior fishing experience.
SENSITIVE
SO YOU DON'T
HAVE TO BE.
Ugly Stik creates fishing gear for those who embrace the rugged side of fishing. Whether in stained shirts and well-worn boats, Ugly Stik provides tackle built to endure whatever challenges come your way. With sensitivity that surpasses the need for delicacy, Ugly Stik gear is designed for the angler who appreciates toughness on the water.
Nothing succeeds quite so much as getting a thing right the first time around.
Hardy, based in Alnwick, England has been handcrafting innovative fly gear since its formation in 1872 and is still recognized as the finest fly rods and reels in the world. Hardy fly gear is for those who require the finest and will not settle for anything less.