At Ebbrox, fishing is more than a passion, it’s where our story was born.

It all began with Lazy Lures, a bold idea that sparked a community of like minded anglers who valued quality, innovation, and a deeper connection to the water. What started as a single line of uniquely crafted lures quickly grew into something much greater. That foundation gave rise to Ebbrox. Named after a cluster of offshore rocks where our founders shared countless unforgettable catches. Today, Ebbrox stands as the umbrella brand, housing Lazy Lures and an expanding range of high performance fishing gear. We exist for those who fish with purpose, who respect the waters we fish and who never stop chasing their next dream catch. This is where legacy meets innovation. Welcome to Ebbrox

THE HOW

Months were spent brainstorming ideas, connecting with suppliers, and crafting a plan to establish ourselves as a reputable brand within the UK fishing market. It was a journey of constant learning, adapting, and motivating one another to push forward. The launch of our first product, a generic paddle tail lure, was a significant milestone, and at the time, we believed it to be the standard approach after all, many other brands were selling similar products. However, it didn’t take long for us to realise that we were capable of far more than producing a basic, generic lure. Driven by the desire to stand out and offer something truly unique, we set out to innovate and create products that redefined expectations in the market. This decision marked a turning point for our brand, allowing us to make significant progress in a short period.

Building our brand from the ground up was nothing short of relentless. We poured ourselves into it, working full weeks and using every spare moment. Early mornings, late evenings, and weekends around our day jobs. The sheer number of tasks to tackle often felt overwhelming, but so did the excitement of the endless possibilities ahead. Without any external investment, we funded everything ourselves, putting every ounce of energy and every penny we could spare into making our vision a reality. Our homes became the heart of the operation a makeshift warehouse and fulfilment centre where every order was carefully packed and shipped. Whenever we had a moment to breathe, we spent it testing new ideas and turning innovative concepts into tangible products.

WHAT WE STAND FOR

We wanted a brand and product range that reflects who we are. The business is changing every day with products, relationships, and possibilities but our goals have always stayed the same, to make a difference in the fishing industry whether that is product innovation or the community that we continue to build. Sustainability was a massive part in the business structure from the off, plastic free and eco packaging all the way down to the tape we use to seal up your orders. This ethos is still very much at the core today, focusing on lager matters where we can make more of an impact. Deepening our customers understanding and knowledge of sustainability for waters we fish, with a particular emphasis on the younger generation of anglers. Promoting and sharing good sustainable practices where possible.

WHERE WE ARE NOW

Now with our HQ on the South Devon Coast only 5 minutes from where our adventures first begun. This was true moment of reflexion on how far we have come as a business. It’s not often you can say you have the job of your dreams and get to work with your friends. We all share a love of the outdoors, fishing, travel and living the simple life when we can. We feel very lucky to have got this far.