Article by Columns
What made you want to start your own clothing brand - Pure Lure?
Brendan Hanley: I’ve always been very entrepreneurial and felt that it was the right time to offer a fresh look and perspective in the lifestyle fishing space. We are now on year five. Being around water my entire life fishing and surfing, and coming directly from this industry, I have a deep passion for building something that represents quality, performance, innovation and most importantly, authenticity.
There are several fishing brands in the market.
How will Pure Lure stand out?
Brendan Hanley: There are many great brands in the market, but I feel that the best retailers and consumers are always looking for something new, something fresh and something authentic. We will always focus to be a premium brand. I have great relationships with many amazing retailers throughout the country and so many have shared the excitement for newness. We currently wholesale to close to 100 locations mainly focused on the Eastern Seaboard and you can always find us at PureLureFishing.com or at our amazing BrandHouse located in the heart of the harbor in West Ocean City…. Just look for the GIANT BLUE MARLIN!
We have also partnered with many great retailers right here in our backyard as we sell to Angler’s in Annapolis, Assateague Surf shop, M.R. Ducks, Atlantic Shoals, Hocker’s Super Stores, Vernon Powell and many others. We also will look to be testing in six to 10 Bass Pro elite doors in the South in 2024.
We will always deliver great service with a grassroots approach in everything we do, but what I am most proud of over the last few years is what we’ve accomplished from a marketing perspective. This year we were involved with the PBR event held right over at Sunset and our continued partnership with the Motsko family as the presenting sponsor of the White Marlin Open. This year’s 50th anniversary was once again for the record books.
This tournament is in our backyard and I have fished in this tournament for many years.
Pure Lure has also hand selected a group of world class captains and mates that embody everything we stand for as a brand. These are true watermen at every level.
Is there anything specific you feel separates you from other brands?
Well, I really feel that our customers can see that we are active participants in the space. We do what they do, we love what they love. Many brands sell products and are not actually participants. I really feel that this is a key factor to our success.
Tell us about your background in the industry.
Brendan Hanley: I’ve been in the industry since my early teens, starting off in a local surf shop as a manager and buyer. Right after college, I opened my own store for a few years and at the same time I started my sales rep career with Redsand. This literally was my first real taste of the industry at 22 years old where we printed T-shirts and fleece in Encinitas CA in a founder’s garage. We grew that business to the mid-$20 million range.
Over the last three decades, I worked with Billabong and Von Zipper from 2000-2012 and then went to Under Armour where I finished there as the Global GM for the Outdoor business.
I learned so much at Under Armour, especially in the areas of planning and strategy. Under Armour founders, Kevin Plank and Kip Fulks are very special people. I am grateful for my time there.
What is the target market and who is your target customer?
Brendan Hanley: We most definitely focus on the specialty independent businesses within the fish, surf, dive and outdoor space. This channel has a very loyal customer base with true enthusiasts and end users. The specialty accounts also offer a “pro shop” type atmosphere and superior shopping experiences.
I am very much looking to strategically grow the business responsibly with great partners who share our Pure Lure vision.
Being located in the fishing harbor in Ocean City, Maryland, the white marlin capital of the world, we obviously will concentrate on the eastern seaboard with a heavy focus on Florida, in addition to the North Central region and Texas.
We also have our Direct To Consumer / website that had grown year over year as we have now shipped to all 50 states.
Our target consumer is someone who is deeply passionate about the outdoors, loves the water and fishing, and appreciates brands. If we had to put an age on this consumer it would be 15-50. There are 60-million-plus anglers in North America and fishing is the largest U.S. recreational sport.
Do you have any advice for others who want to start an apparel line?
The main thing is you must be 100% committed. There are no days off, period. You cannot be ½ vested and be successful. It cannot be part time gig. You must be willing to work insane hours doing everything and anything. I’ve mentioned to folks in past that we are so all in, that FAILURE cannot be an option.
Is there anyone you’d like to thank?
Oh man, there are so many but the first is my wife Lisa of 33 years who has supported me always with so many of my ideas. My sons Curran, Trevor and Ian who have also worked nonstop. Our retail GM Kara Johnson and the team that she has built to run our BrandHouse. Lastly, I want to thank all of our friends, our customers who have supported our brand from day one and all the new people who are discovering us. We are so grateful! §
