“We’ve carried (Skwala) long enough to know it’s the real deal — quality, performance, and innovation are just a part of it. They also stand behind their warranty and provide customer service in a way that makes us proud to carry them at our shop.”

The emerging David-and-Goliath narrative reveals something deeper about the fly-fishing marketplace. Even when product quality isn’t in question, the relationships some shop owners have with producers weighs more heavily in deciding what gear makes it in their stores.

The fly-fishing apparel and accessories market size is expected to expand from $3.45 billion in 2025 to $3.64 billion in 2026, according to The Business Research Company, a global market intelligence firm providing market reports, customized research, and consulting services.