Guideline er opprinnelig et norsk fluefiskemerke. Vi har designet og utviklet vårt eget fluefiskeutstyr siden 1991. Den offisielle etableringen av merket vårt fant sted i 1993, noe som markerte en viktig milepæl i vår utvikling. Fra de første Guideline-fluestengene og våre banebrytende skyteklumper introdusert under navnet Power Taper™, har produktsortimentet vårt vokst til å omfatte nesten alt en moderne fluefisker kan ønske seg.
I 2001 etablerte vi vårt svenske kontor og utvidet internasjonalt. I dag står vi stolt som et av Europas fremtredende fluefiskemerker, og betjener et stort nettverk av over 400 forhandlere i 35 land verden over. Kjernen i vår filosofi er misjonen «Clean All the Way», som gjennomsyrer hele vår forretningsmodell og produktutvikling.
Sammen med en konstant jakt på mer miljøvennlige materialer og innovativ produktutvikling, er vi stolte over at vi selv designer og utvikler alt vårt fiskeutstyr og bekleding internt - fra idé til prototype, testing og endelig produksjon.
Guidelines kjerneverdier sikrer at produktene og tjenestene vi tilbyr, oppfyller kundens krav, standarder og forventninger
At Guideline, we care about having a clean nature, clean waters and healthy fish stocks. Having a sustainable business is crucial for us, in order to keep doing what we love and keep the planet in the way we want it to be, generations to come. When you buy a Guideline product, you can be sure that we have done everything we can to minimize our footprint by using environmentally friendly materials and production techniques. We also support ethical working conditions, and therefore carefully choose what factories we work with.
At Guideline, we take responsibility from start to finish. It is important for us that every customer feels satisfied with both our product, but also our services. We are focused on making ourselves available, sharing our knowledge and experience, as well as guiding each and every customer to find the right products. We want to be good role models for the fly fishing community, and act professionally.
The Guideline brand is built upon our passion. Within our team, the shared love for fly fishing is reflected in everything we do. From the products we design, to the workplace we go to. We value our Scandinavian heritage, values and our close connection to nature. Our ambition is to inspire others to spend time outdoors and go fly fishing.
Within the Guideline brand, we value a strong team, and therefore we need to act as team players. We always want to include, welcome, support and respect each other. Our knowledge and experience is shared, and we are growing together both as a team and as individuals. We are part of One Guideline.
Since 1993, knowledge and passion have been reflected in each of our products. We are dedicated to meet the high expectations of the modern fly angler with lesser impact on nature, while giving rise to everlasting moments by the water.
Because, at the end of the day, It’s all about the experience.