Sir Peter takes senior role at fishing tackle firm Sonic

Sep 9 2009 by Iain Laing, The Journal

SIR Peter Vardy has netted a leading UK supplier of angling equipment with plans to help the North East company expand further into international markets.

Sonik Sports Limited, based in Blyth, Northumberland, was launched just over a year ago and is already on course to expand its product range in game, carp and sea fishing categories.

Sir Peter, who built up the Sunderland motor retailer Reg Vardy before selling the plc for £506m in 2006, has joined Sonik as chairman, after the Vardy Group invested an undisclosed sum in equity and debt finance in the business.

Gerard Murray, Vardy Group’s finance director has also joined the board.

Sir Peter said: “We are delighted to be investing in a management team at Sonik that has a proven track record, and to be supporting an excellent North East business to grow.

“We are confident that through this investment and working together we can make Sonik an outstanding brand.”

Managing director John Openshaw said: “Since the business launch in May 2008 our focus has been on establishing a strong brand presence in the game, carp and sea categories. We are already a global brand, with customers in the USA, Canada, Australia and New Zealand as well as all across Europe.

“We now have the ideal opportunity to expand our business with new product ranges.”

Its range will expand to include new rods, reels, lines, clothing, waders and luggage that is manufactured to the highest specification following an extensive testing and development programme.

The firm was founded by Openshaw, operations and sourcing director Tony Anderson and commercial director Ian McCormack, who are all keen anglers. McCormack and Anderson were previously senior managers at Alnwick-based Hardy & Grey, one of the world’s most prestigious fishing tackle companies.