About Us
Farlow's History
The Fact that Farlow is held in such high regard is no fluke. When Charles Farlow first opened for business back in 1840, it was never going to be just an ordinary shop. For Charles was a natural salesman and an astute businessman.
By manufacturing his own products to the highest possible standards and sharing his wealth of knowledge with the buying public, he was bound to succeed. Despite a shaky start, Crooked Lane in the City proved to be right time, wrong place when he opened the doors of C. Farlow at 191 The Strand, he instantly made his mark. With the burgeoning interest in angling, particularly among the landed gentry , Charles Farlow was the man they all wanted to visit. His advertising slogan Half an hour with Mr Farlow an important preliminary was no idle boast and while other similar companies floundered, Farlow went from strength to strength. At the Great Exhibition, in 1851, Charles walked away with many of the top prizes, adding yet more kudos to the name Farlow.
When Charles died in 1895, his sons, Charles Paas and John Ambrose took over the business. The company always moved forward, keeping abreast of changes within the sport and catering to the needs and preferences of its clientele. Charles Fitzroy Farlow joined the firm in 1908 and proved to be as perceptive as his grandfather, the founder. An engineer by trade, he was the inspiration for some of the best tackle of the era, including the Billiken reel, capable of casting a half-ounce bait more than 50 yards, which he demonstrated at the Paris casting tournaments.
By now Farlow had additional premises in Charles Street, Mayfair, and in 1911 set up its own factory in Croydon. In 1925, Farlow moved to Panton Street, near Piccadilly, Charles Fitzroy was at the helm and business was booming. Despite the depression of the 1930s and the outbreak of war in 1939 (when the Croydon factory was turned over to war production) Farlow kept going.
Double tragedy hit the family in March 1944 when Charles Farlow died suddenly and his son, Jack, was killed on active service. Jack's widow, Virginia Farlow stepped in and by 1950 was chairman and sole owner. At this time Farlow had an agreement with Walker Bampton of Alnwick to make rods under Farlow name, and later took over Henry Milward of Redditch. Quality product, as always, was paramount.
In 1964 Farlow moved to the Royal Opera Arcade in Pall Mall and it soon became a London landmark. With shops either side of the arcade, Farlow range extended to men's and women's clothing, fishing and shooting accessories. In 2003 these elements came under one magnificent roof at No 9 Pall Mall. Here the ethos of finest product and exemplary customer service, established by Charles Farlow more than 160 years ago, lives on.