Let’s talk shop. This is going to be a behind the scenes blog post so if you’re not into the business side of things just click on the next post or go watch some fishing videos. For the rest of you, this should be interesting because I’m going to talk about my strategy for J&H in 2022.
I consider us a Pro Level shop. What does that mean? It means that a majority of our customers are looking to have a better fishing experience by upgrading their gear or choosing the correct fishing gear for the task. This could be as simple as targeting the same species with lighter gear, or as complicated as meticulously scouring Google maps for the right kind of structure and conditions. In a nut shell we serve a lot of seasoned anglers and newbs who are looking for something more than a pre-mounted combo with lights on it.
Over the past year I’ve seen Dark Matter (our store brand) take leaps and bounds to being accepted as a brand with gravitas. It has gained the legitimacy I hoped it would. Why am I talking about this? As the brand grows and gains prestige it allows us to create curated fishing experiences for our customers. Here’s this Dark Matter rod with this reel and you’ve got the perfect ocean fluke combo or a terrific blackfish combo. Now instead of showing the customer ten options, we show one or the two that we know will deliver the best results.
So what does this mean? It means we are transitioning from the idea of having everything under the sun to having the items we know work and that are going to deliver the best fishing experiences to our customers. Instead of spreading out capital to a huge number of products we can focus our efforts on those products we know work and have a lot of them on hand at all times. This doesn’t mean we are downsizing. On the contrary we are going to be increasing our inventory. We will jettison those products that either don’t sell well or don’t offer a better experience to our customers in favor of more of what works.
We will bring in new brands, new products and embrace new fishing techniques. Dark Matter is also getting a lot more SKUs. If you’ve enjoyed the products we’ve brought in over the past year then you should be excited for 2022. More Psychedelic, more John Skinner, more Fishaholic and we will be entering more categories to give you the very best at a fair price.
2022 is going to be a great year for you as an angler and for J&H. If you have questions, please ask. Reach out on social @jandhtackle, or come into the shop. We promise that you will leave with the right gear.
If you’ve read this far, I appreciate it. If you have any ideas for blog posts or questions I could answer as a blog post let me know.