Pure Lure - For Those Who Love to Fish

From a teenager working at a local surf shop as a manager and buyer to Global GM for Outdoor Business at Under Armour, and finally sponsoring the White Marlin Open for the second year in a row, it’s safe to say that Brendan Hanley of Pure Lure is an industry vet and ready for takeoff.

A Look Into the History of Pure Lure

Over the last three decades, Brendan Hanley has worked with Redsand, Billabong, Von Zipper, and Under Armour. Now, he’s ready to stand out with a fresh, authentic fishing brand of his own, Pure Lure. Launching at the Surf Expo, Hanley plans to debut Pure Lure with Bill Dreibelbis, owner of the Quiet Storm retail chain, headquartered in Maryland.

So how did Pure Lure come to be? Dreibelbis opened a Pure Lure store in Myrtle Beach, NC, and after realizing the success of fishing brands, decided to partner with Hanley on a Pure Lure wholesale effort.

“It was an easy decision to partner with Brendan on this project,” Bill said. “He has taken the reins and runs the entire line and it is going very well to date. My stores have done very well with the product with no special sales or sections.”

Along with extensive industry knowledge, Hanley brings a fresh perspective in the lifestyle fishing space. Not only that, but Hanley also offers a deep passion for building a brand and products that represent quality, performance, innovation, and authenticity.

The Future of Pure Lure

Located in the White Marlin Capital of the World, Ocean City, MD, Pure Lure has a steady focus on the eastern seaboard, with a heavy focus on Florida, the North Central region, and Texas. Pure Lure is the perfect brand for the consumer who is passionate about the outdoors and loves the water and fishing.

After earning fabulous results in Ocean City during their soft opening, Hanley and Pure Lure moved product into Virginia and North and South Carolina locations with the same success. Experiencing sell-throughs that were hanging with legacy brands such as Patagonia, Vissla, Salty Crew, Under Armour, Avid, and Billabong.

What’s next for Pure Lure? As we continue to move into 2020, the brand has plans for in-store build-outs in five to six locations. Pure Lure is focused on providing sun protection while utilizing recycled fabrics through long sleeve performance sun-shirts that offer benefits such as UPF 50 and Repreve fabric with anti-microbial technology. Be prepared for a robust offering of goods, including performance knits, bottoms, graphics, headwear, and more!

Pure Lure also plans to join forces with retailers that include Brave New World, Farias Surf & Sport, Sand Jamm, Sea Gear, B&B, Glik’s, Assateague Island Surf Shop, and M.R. Ducks. Pure Lure will also be testing in 6 to 10 Bass Pro elite stores in the South.

Pure Lure prides itself on providing excellent service with a grassroots approach in everything that they do. Hand selecting a group of world-class captains and mates that embody everything that Pure Lure is about, Pure Lure has been represented in every major tournament in 2019! This includes the White Marlin Open where the winning boat just happened to be a Pure Lure sponsored group, winning the White Marlin category and cashing a check for $1.5 million!

Are you interested in learning more? Visit the Pure Lure website!