Our Mission
At MF, we’re not your average tackle shop -- we’re New Zealand’s lure-fishing experts on a mission to give Kiwi anglers access to the world’s best tackle that’s been out of reach for too long.
We specialise in premium Japanese and high-end global brands that serious lure anglers dream about -- rods from Zenaq, Ripple Fisher, Yamaga Blanks, Olympic, and Assassin, matched with legendary lure makers like Palms, Duo International, Hardcore, Jackson, Yo-Zuri, Duel, Evergreen, Tackle House, Chasebaits, and more coming soon.
Every size, every colour, every model -- properly stocked, presented, and ready to fish. MF exists to fill the gap left by traditional tackle retail, giving Kiwi anglers the same choice and quality found in Japan’s elite tackle shops.
We’re not just selling gear -- we’re advancing the sport of lure fishing throughout New Zealand. From our Ruakākā HQ to anglers around the country, we’re proud to lead the charge in delivering world-class equipment, expert knowledge, and genuine passion to the water.
New gear lands all the time, so there’s always something fresh to cast, chase, and get excited about. Tight lines from the MF team -- where serious lure fishing lives.
Why Import?
When we set out to open Monster Fishing, we planned to buy through local suppliers like everyone else. But the major rod and reel brands told us, “We’re not opening new stores in your region.”
That left us with a choice: give up, or find another way. So we started importing the best gear ourselves-- not because we wanted to, but because we had to if we were ever going to open a proper tackle store in Northland.
We’d rather support local, but when the door was closed, we did what Kiwis do best -- we innovated. The result? Kiwi anglers now have access to premium rods, reels, and lures that were never available here before -- all genuine, all backed by us.
If we stock it, we stand behind it -- with honest advice, spare parts, and full support if anything goes wrong.
OLLIE
At the heart of our store is Ollie – a passionate light tackle fisherman and, we believe, New Zealand’s youngest fishing store owner. What he may lack in years, he more than makes up for in energy, fishing knowledge, and a sharp eye for the best gear on the market.
Ollie’s no stranger to e-commerce. He grew up behind the scenes of Mighty Ape — one of New Zealand’s most successful online retailers — and is now building his own business, focused on quality gear, sharp pricing, and excellent customer service.
Cho
Cho runs the show at our Ruakaka retail store and brings a wealth of fishing knowledge, retail experience, and good vibes to every customer interaction. Whether you're hunting Kingies or kitting out the kids for their first wharf mission, Cho’s got your back.
Come by the store – Cho's always up for a chat and keen to hear how your latest mission went!
Ian
If you've ever been inspired by a post, caught a gear tip from a reel, or entered one of our giveaways – chances are Ian was behind it. He’s the creative mind who keeps our social media buzzing with fresh content, fishing action, and the latest gear drops.
Follow along and get amongst it – Ian’s always cooking up something worth checking out.
Prince
Meet Prince – Chief Morale Officer
He may not pack orders or test tackle, but he’s a key part of the crew. Prince loves tagging along on fishing trips, patrolling the shallows, and keeping watch for fish (real or imagined).
You won’t find him behind the counter, but he's a big part of the Monster Fishing spirit – loyal, adventurous, and always ready for the next trip!