Retailer of the Year

Leland Wins The Retailer of The Year Award!


We at Leland Fly Fishing Outfitters are extremely honored to have just received the American Angler Fly Fishing Retailer of the Year Award.

Every year, the American Fly Fishing Trade Association (AAFTA) grants this prestigious award to the fly shop they feel has done the best job in our industry. And most importantly, to you, our customers, “best job”, in this case goes way beyond simply getting a lot of product out the door. Yes, Leland’s is the largest dealer in the country, or the world for that matter, for most of the quality fly fishing brands that we sell. That’s why we usually have products in stock when others don’t, because we warehouse and ship every piece of fly gear from our 6500 square foot facility in downtown San Francisco. Our high service oriented, customer friendly retail store has been located here for close to 25 years.

The aspects of this award that we feel are most important to ourselves, and to our customers, are the very high standards that we have established in top notch customer service, conservation, education, fly fishing product knowledge, and the ability to disseminate this information and knowledge base to our customers in person, over the phone, or on the web.

At Leland’s, like you, we are passionate about our fly fishing. We fish all over the world and we put all the gear that we sell to the test. Then we strive to give you the straight story about what fly fishing gear works well, in our opinion, and what gear doesn’t.

Here’s what Phil Monahan, Editor and Editorial Director of American Angler Magazine had to say during the Award Presentation at the recent 2008 Fly Fishing Retailer World trade Expo in Denver;

“Each summer, we send out ballots to manufacturers, sales reps, and other industry bigwigs, asking them to choose the nation’s best fly shop. The ballot asks voters to evaluate their nominees on a variety of criteria, from promotions to marketing, and from youth outreach to travel programs

In nominating this year’s recipient of the American Angler Retailer of the Year award, one singled out the shop’s “High level of service and well-trained staff” and called it “The most effective fly fishing retailer at internet selling and service.”

Another ballot lauded the shop for “taking a lead role in being a proactive forward thinking retailer. Their staff is knowledgeable and courteous with a passion for the fly fishing market. They, more than any other retailer, understand the market, its nuances and work outside the box to address them.”

Editor Phil asked our owner, Josh Frazier, “Since you’ve been voted the top fly fishing shop in the country, why don’t you tell us a little bit about the shop’s history and what your philosophy is about running a fly shop?”

Josh – “The shop has been in downtown San Francisco, in the same location, since 1985. About eight years ago, we added a web site to our shop which has been a fantastic success. Slowly, but surely, it’s become bigger than our physical location. We attribute that success to education; education being doing all of our own writing, all of our own pictures, and doing reviews on every product that we sell and getting it on the web. We’re also doing videos, now, that are reviewing each product. We’re just trying to educate the customer on what’s out there, what’s good, what’s better; giving them the options to make good decisions from home, and in our shop.”

Phil“Who is Leland?”

Josh – “Leland was my Grandfather, who, actually, I never met. He was a big fly fisherman who inspired me through stories, and through his history, to take up fly fishing. It’s also a little bit of a story that I thought fly fishing was too complicated to learn on my own without my Grandfather. I got over that, but that permeates what we believe is the most important thing in our shop, which is education and getting people to get over that first hurdle and learn how to fly fish. And to understand that it’s not as complicated as it might seem, to begin with.”


Many thanks from Leland to all of our customers who have made our success possible!