Since 1865 W S Laurie & Co. Ltd has been the best fishing spot in New Zealand. As one of this country’s leading sports fishing tackle stores we carry all major brands of fishing tackle, we have an extensive range of rods, reels and game lures and we are rope and twine exporters. We have a strong exporting relationship with many overseas stores and as one of only a few registered tax free fishing tackle shops in New Zealand, we supply many super boats when they need to ‘top up’.

William Swinton Laurie was the first of many Lauries to skipper the company, originally an exporter of grain and seed to Australia and England. Over the years William’s descendants diversified the company into rope, twine and fish nets; into more ship chandlery items and commercial fishing tackle and also into salt water sports fishing. With William Swinton Campbell Laurie (Bill) at the helm, W S Laurie & Co. Ltd. focussed on building its supply of commercial fishing equipment. Bill’s motto was, “You want it? I’ll find it!” As the commercial fishing industry declined, W S Laurie & Co. Ltd. began to stock recreational fishing tackle, which is the core of the business today. With Bill’s semi-retirement in 1990, the shop passed on to his children, and in 2002 was sold to Jon Terrell, W S Laurie’s Managing Director who began working at Lauries as a junior salesperson under Bill’s leadership, and his wife, Vikki Terrell. W S Laurie & Co. 2002 Ltd today continues to do net and rod repairs, reel services and spooling and we have a special part of the shop dedicated to lures, lure rigging and lure reskirting. We export fishing tackle to Australasia and the South Pacific, we can supply commercial fishing tackle on request and we can also boast our range of products to be one of the largest and most diverse in salt water fishing tackle within New Zealand.

W S Laurie & Co. 2002 Ltd continues to be one of the market leaders in the fishing tackle industry, so for professional service and expert advice, visit the sports fishing specialists today.