A message from Gowings: Continuing the legacy of Alvey - a perfect match of heritage and excellence

Alvey Reels © Alvey Reels

In the world of Australian fishing, there are few names as iconic and cherished as Alvey. Since Charles Alvey produced the first sidecast reel in 1920, Alvey has been synonymous with crafting the most durable and reliable fishing reels right here in Australia. Today, we are thrilled to continue the Alvey legacy.

We are Gowings, an Australian-owned investment company with a rich and proud history dating back to 1868. John Gowing explains how the purchase of Alvey Reels fits within Gowings: "We saw an opportunity to keep an icon in Australian hands, and took it. Gowings also owns FCS, an iconic surfing brand, and we think Alvey would complement our interests in ocean sports. Philosophically we want to encourage sustainable enjoyment of our seas and oceans. Demonstrating this commitment is our 1% for the Oceans pledge, with proceeds going to the Gowings Whale Trust which aims to fund positive change in our oceans".

Gowings and Alvey are two companies deeply rooted in Australian heritage, making this union a match made in angler's heaven. Our shared commitment to quality, craftsmanship, and preserving time-honoured traditions brings our two remarkable legacies together, with 258 years of combined experience.

For over a century, Gowings has been at the forefront of investment and innovation, driven by a passion for maintaining strong family values. Our company's history, spanning many generations of the Gowing family, is a testament to our commitment to Australia's economic growth and prosperity.

The acquisition of Alvey is not just a business venture for us; it's an honour.

As we take the reins at Alvey, we pledge to continue the legacy of crafting the highest quality fishing reels in Australia. Alvey's reputation for excellence aligns seamlessly with our own values. We are committed to preserving the techniques and craftsmanship that have made Alvey reels the go-to choice for generations of Australian anglers, and we're here to assure you the Alvey legacy is in the most capable hands.

Our journey to set up a new state-of-the-art manufacturing facility at Darra has been a long and rewarding one. We are excited to announce that we are nearing the final stages of this transformation. This facility will not only uphold Alvey's proud tradition but also provide a platform for innovation, ensuring that Alvey continues to be the gold standard for fishing reels in Australia.

Looking ahead, we have big plans for Alvey. We will use our expertise and resources to elevate the brand, expand product offerings, and explore new horizons in the world of fishing gear. Rest assured, we will always stay true to Alvey's heritage of quality and craftsmanship.

Our aim is not only to meet your expectations but to exceed them. The Gowings team is excited to join Alvey's experienced craftsmen to continue delivering the excellence you've come to expect from this iconic brand.

We want to express our heartfelt gratitude to Alvey's customers for your trust and loyalty over the years. We look forward to serving you with the same passion and dedication that has defined Alvey for over a century.

Together, Gowings and Alvey will create a brighter future for Australian fishing enthusiasts, with a strong focus on tradition and innovation.

With Bruce and Glenn Alvey still very much a part of daily operations, we invite you to join us on this exciting journey as we begin a new chapter in the Alvey story.

Please keep an eye out for updates in your inbox. We have some exciting developments to share with you in the coming months.

Our sincerest regards,
The Gowings and Alvey Team.

alvey.com.au