Hardy Fly Fishing Releases Online Store with Shopatron

SAN LUIS OBISPO, California, April 26, 2011 - Hardy has been producing fine fly fishing equipment since 1872, but until
recently those products weren't available for purchase on Hardy's branded
website so that Hardy could support its retailer partners.

(Logo: photos.prnewswire.com/prnh/20101109/SHOPATRONLOGO)

That changed last month when Hardy partnered with Shopatron to launch an
online store that allows its United Kingdom customers to purchase fly fishing
gear in the store and receive those orders from Hardy's network of hometown
fly shops.

The online store, accessible via HardyFishing.com, allows Hardy to
strengthen relationships with dealers by passing online orders to the closest
local retailer. Shopatron's retail-integrated model
(ecommerce.shopatron.com/brand/solutions/coex-freedom) also improves
customer relationships, giving end consumers the convenience of buying at any
time on a branded website they trust, while still having access to support
from expert local dealers.

"The Internet is important for customers looking for information and
increasingly for buying products," said Ken Brewster, Hardy's Sales and
Marketing Director. "We want to help our customers find the information they
want to know and then, if they so wish, buy items online quickly and
securely. We also want to support our network of Hardy dealers. This system
does exactly that by using the retailers to fulfill the orders."

Hardy products that are available for online purchase include fly rods,
reels, accessories and clothing. The company joins more than 20 fishing
brands on Shopatron, a network that includes 250 sporting goods brands
working with over 5,000 sporting goods retailers to fulfill orders placed
online.

In the first quarter of 2011, those sporting goods stores on the
Shopatron Exchange saw same-store sales growth of 44% over the previous year.

ABOUT HARDY FISHING

Established in 1872, Hardy is one of the world's most famous fishing
tackle manufacturers and has consistently been at the forefront of fishing
tackle innovation. Still based in Alnwick, England Hardy designs and produces
a range of tackle, from modern performance rods and reels to more classically
designed and built products, and distribute all over the world. Find out more
at www.hardyfishing.com.

ABOUT SHOPATRON

Founded in 2001, Shopatron is the No. 1 retail-integrated eCommerce
solution for branded manufacturers, distributors and multi-channel retailers.
Working with more than 800 manufacturers and 12,000 retail partners across 35
industries, Shopatron meets the evolving eCommerce needs of branded
manufacturers and multi-channel retailers.

Shopatron's European headquarters is located in Swindon, United Kingdom.
It provides support in the local language for many great brands across
mainland Europe like Marshall Amplification, Katadyn, K2 Sports and Sevenoaks
Sound and Vision.

Micaela Hichborn of Shopatron, Inc., +1-805-269-5200, pr at shopatron.com