An iconic fishing company established more than 100 years ago has been saved from closure in a Christmas miracle.
Alvey Reels, a Brisbane-based family business, netted a new owner in a move that will have anglers around the world breathing sighs of relief.
Bruce Alvey, who owns the fishing accessories company with his brother, Glenn, and fellow business partner Con Athans, said the Alvey name was synonymous with beach fishing, owing to its unique side-cast reel system.
“No other style of fishing reel allows the line to run directly over your index finger while you retrieve your line,” Bruce, pictured above left with Glenn, said.
“This form of fishing is extremely sensitive and enables you to feel the smallest of bites.
“Not only that, but it's the only reel in the world that lets you keep fishing even if you drop it and cover it in sand and wash it off in salt water.
“No other fishing reel can do that because they’ve got bearings, gears and other small parts inside, whereas ours don’t.”
Alvey Reels was founded in 1920 by Bruce and Glenn’s great-grandfather, Charles, who saw the need for a fishing reel that was well constructed and easy to use, cast and maintain.
He painstakingly produced about 20 reels a week in the original “factory” — a small shed that didn’t even have electricity.
However, his work was so meticulous that anglers called his product: “The reel you cannot wear out.”
By the 1930s, 25,000 reels were being produced annually.
The business passed down to Charles’ son, Ken, then to Jack — Bruce and Glenn’s father.
It was with an Alvey reel that Jack (pictured below) won a long-distance casting medal at the International Casting Championships and since then, it has long been a favourite among competitive anglers.
“In the early days, there were probably only a couple of brands of reels in Australia and now there are literally dozens and dozens of brands of imported reels, which really hurts the market,” Mr Alvey said.
“But ours remains unique, which is why it is still surviving.”
However, despite being listed as an icon of the state by the Queensland National Trust in 2004, it hasn’t been all smooth sailing.
“We nearly closed in 2017 but fortunately, we got a new business partner, Con Athans, then a massive influx of orders,” Mr Alvey said.
“At first, Covid wasn’t a problem for us business-wise, but it’s been tough these past 12 months.
“There have been freight issues and soaring costs.
“You couldn't fly freight to America because there were not enough planes; people weren’t travelling.
“So, all of a sudden, air freight costs went through the roof.
“Sending reels to America took nine months to get there by sea.
“Meanwhile, prices for supplies in Australia kept going up because of the world situation.”
Alvey Reels has been acquired by Gowing Bros Ltd, another longstanding family business and the owner of respected surfing brand FCS.
Gowings Managing Director John Gowing said: “We are extremely proud and honoured to be able to keep Alvey Reels in Australia.
“We think Alvey will complement our interests in ocean sports.”
Mr Alvey said the sale was great news.
“We weren't sure what was going to happen with regards to the future of the business and we were looking at various manufacturing options when these people came along and saved the day,” he said.
“There’s a long-standing connection, too. Back in the 70s, we used to supply their retail shop in Sydney with fishing tackle.”
Mr Alvey expects to retain an advisory role when the sale is complete and unsurprisingly, looks forward to more time fishing.
“We don't get enough time to go, but we love doing it when we can,” he said.
“It’s a special pastime. We are always getting nice letters from people saying they've had wonderful experiences with our reels.
“They say things like: ‘I still fish with my grandfather's reel which brings back all the memories of when grandpa, Dad and I would go fishing together.’
“I just loved that. It’s a really special product and it's one of the few that spans generations and can still keep going if you look after it.
“For the sake of a bit of washing and caring and a bit of oil on them, they'll keep going for 50-60 years.”
The irony of this isn’t lost on customers.
“When we were closing the first time, we had so many emails and messages saying: ‘You make too good a product, Bruce. They last too long. That's why you're going out of business’,” Mr Alvey said.
“But on the other hand, we wouldn't be here today if we weren't making a quality product. You've got to have that quality to support your brand name — and look, our theory is that every year, people’s lives change.
“You’ve either just left school or got a job or got your first baby, and hubby wants to get out of the house more often.
“Every year, people's lives change and we're lucky we've still got generations of people being born in Australia and that fishing is one of the most popular sports in the country.”
Alvey Reels has been a member of Ai Group since 1936.
“Ai Group has always been there for Alvey Reels. They've helped us with our enterprise bargaining and all sorts of things over the years. When we were closing the first time, they gave us all the advice we needed but then, of course, we ended up being saved. They’ve always been a great help.” – Bruce Alvey, Director, Alvey Reels
Wendy Larter is Communications Manager at the Australian Industry Group. She has more than 20 years’ experience as a reporter, features writer, contributor and sub-editor for newspapers and magazines including The Courier-Mail in Brisbane and Metro, the News of the World, The Times and Elle in the UK.
