In 1985 Al Batten father to Kathy Haegele and grandfather to Courtney Villers bought his second hardware, store located in Algoma, WI. His store was mostly hardware with some fishing. Five years later his daughter Kathy bought the store from him. Over the years, with the help of her husband Jerry and son Courtney, she grew the business into a fishing shop, with a little bit of everything.

Today we are still growing. We are a family owned and operated establishment. Every year we add more fishing gear of all kinds. Remodeling to make room for more fishing gear has become a yearly activity and we do not plan to stop. We imagine that someday our 5200 square foot sales floor will just be too small and we will have to find more space. We love working with those who fish and will always strive to continue running a retail location that is open to the public. We never intend to close our doors becoming an “online retailer”.

When it comes to fishing, we have two mindsets:

First carry more lures than anyone else. Though there MAY be some stores in this world with more lures than us, someday they too will be awed by our selection. It makes our day when every day someone new says “Wow you have too many lures”.

Second carry every color of the lures we do. We don’t like leaving a Fishing Person of luck. We don’t like carrying just popular colors. We want everyone to find that rare color they are looking for.
Our second goal becomes quite clear when viewing our Moonshine Lures selection, Pro King selection, and our Complete Acme Kastmaster Selection. That said it can take us a few years to get there which is why our wall of Michigan Stingers is only around half done and our Wall of Swedish Pimples is only about three quarters of the way done.

After 35 years we have met a lot of people and helped a lot of people enjoy fishing. With the opening of our website we are looking forward to another 35 years and beyond!