Every month, thousands of anglers find a small black box in their mail. The VHS cartridge-sized container is full of fly fishing gear, stickers, articles, and, most importantly, flies.
Since 2013, Postfly has been putting quality flies and fly fishing miscellany in the hands of anglers through their monthly subscription service. Far and away the leader in this segment of the industry, Postfly has expanded their Massachusetts-based company to include a full line of fly fishing gear and apparel.
In 2016, Postfly relocated from Boston to Newbury. This location was not only more convenient for the team, but it allowed them to house the rapidly growing amount of gear they were sending to subscribers and other customers. Additionally, it was much more convenient to the spectacular striped bass and other saltwater fishing that the North Shore of Massachusetts provides.
With such amazing angling in the region, other fly fishers frequently travel along Route 1 and pass the Postfly headquarters. Founder and president Brian Runnals explains what happened next: “We put a big sign with ‘Postfly’ and some rods on the building, and people just started stopping in. But it was just a warehouse. It was piles of boxes and shelves of packaged flies.”
But it kept happening. People kept knocking on the door. The Postfly team would welcome visitors and talk fishing, but it wasn’t a fly shop. And for all intents and purposes there wasn’t a true fly shop between Boston and southern Maine.
The response to the sign on the building was the writing on the wall. Whereas many fly shops supplement their brick and mortar business with a mail order component, Postfly has done the opposite. They added a storefront, with everything a fly fisher might need, that complements their successful nation-wide subscription service.
“You have to drive by us for some of the best striper fishing around,” Runnals says. “We want to be as much of a resource for local anglers and others coming through the area as we can – whether that has to do with a fly subscription or not.”
Currently, the Postfly shop carries their own Wade Rod Company fly rods, reels, waders, apparel, tying materials, accessories, and much more. And, of course, flies. The space is filled with equipment, yet bright, open, and welcoming. Everything is laid out and organized with precision. It is easy to find what you need, whether it is a few patterns for the local bass pond or everything you’d require to chase trout in the White Mountains.
A lot of attention has been paid to the customer experience. One example is that nearly all the displays were hand-built to accommodate the gear and fit the space. Peter Bernaby, who bears the title of “Utility Man,” has been tasked with literally putting the storefront together to get it up and running.
“Immediately we’ve had repeat customers,” Bernaby says. “It is great because you can feel that we’re getting to share something with them. They’re coming in for flies and leaders, and then coming back with fish pictures.”
A Postfly subscriber years before joining the team and managing the new shop, Bernaby is enthusiastic about the opportunity for the community. “We’re able to have more events, get to know people, and provide a really streamlined shopping experience.”
“There really is something to having a spot with tangible gear,” says Runnals. “Longtime customers through the subscription service and people who are just learning about us when they walk through the front door appreciate being able to hold gear and talk fishing. It’s great and it’s just going to get better.”
Postfly has no plans on slowing down their pace in shipping flies across the country. Those small black boxes are being opened, and their contents used, by a diverse group of anglers. Beginners and experts, freshwater and saltwater: getting a handful of new patterns and some swag every month just makes people happy.
But now, anyone who drives through the North Shore of Massachusetts can stop in to a real fly shop. Whether it be just a few flies for the evening bluefish blitz or all the essentials that will get a newcomer into the sport, Postfly has what an angler might need.
If you are in the area, be sure to stop by Postfly to visit their new shop.
Regardless of where you are located and what species you fish for, be sure to check out their subscription service to get premium flies, tying kits, and gear delivered monthly.