Ecommerce Site Launched For World Renown Fishing Tackle and Clothing Company

In: Digital Marketing

Fireworx Digital recently launched a new ecommerce web site for internationally recognized sportswear and fishing tackle company AFTCO Manufacturing, located in Irvine, CA.

For the first time, customers can make direct online purchases from the entire AFTCO fishing clothing line, including fishing shorts, shirts, pants, gloves and more. In addition, the site features a comprehensive catalog of AFTCO’s world famous hardware, including AFTCO roller guides, rod parts, gaffs, fishing harnesses and fishing belts, outrigger clips, Unibutts, and much more. These tackle items are not available for sale online, but each item includes a direct link to a dealer locator for finding retailers in a visitor’s local area.

The site is built on the Searchfit ecommerce platform, a favorite of ours here at Fireworx Digital, based largely on it’s extremely SEO-friendly architecture. Also included are a video blog, a dealer locator database for both clothing and tackle lines, and additional information pages featuring AFTCO’s unique technology that contextually tie back to each product. In addition, the site tells the story of AFTCO’s colorful history, including founder Milton Shedd’s founding of Sea World, and many other major ocean conservation efforts over the last several decades.

The online store is the third site built for AFTCO Manufacturing. Fireworx previously designed and built online stores for and, two of AFTCO’s licensed product lines. As with the two previously developed sites, is fully integrated with the company’s ERP software, Full Circle, which enables near real-time, two-way flow of pricing and inventory data between the two systems, as well as providing order and shipping information exclusively through one interface, familiar to employees at AFTCO.