Finner Fly & Lure is a fishing tackle brand bringing fly fishing and lure fishing together under a shared design approach. It is the sister company to Sunray Fly Fish, which has developed fly fishing tackle for 15 years, and draws on founder Tom Bell’s experience across both disciplines. The brand focuses on equipment designed for control, accuracy and dependable performance on the water.

Its fly-fishing range includes rods and complete outfits, fly lines, reels, leaders and tippet. For lure anglers, Finner offers rods and outfits, hard and soft lures, spinning reels and braided mainline. The collection also includes polarised fishing sunglasses, with options for all-day use and low-light conditions. Products are presented as precise, practical tackle, with fly gear intended for delicate presentation and reliable line turnover, and lure gear emphasizing lighter rods and lines, imitative approaches and direct contact.

Finner also shares educational resources, including a free series of 94 fly-casting masterclass videos, covering techniques from beginner to advanced.