In 1897 they opened a shop in London's Pall Mall that lead to international expansion of their fishing rods, lures and guides still made by hand in England. They went on to develop numerous fishing reels featuring innovations like a full bail arm and long distance casting reels that would win competitions. It was successful and they received a royal warrant from King George V of the United Kingdom. In 1891 they patented and launched "the Perfect" fishing reel to complement the fishing lures they sold. In 1874 brothers William Hardy and John James Hardy started "Hardy Brothers" with the purchase of "Superior River and Sea Fishing Tackle" in Alnwick, Northumberland, England. Hardy Fishing Rods is a brand of Pure Fishing.
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