Far Bank Enterprises—parent company of Sage, RIO Products, and Redington—recently announced that both Sage and RIO would join Redington in selling products direct to consumer via their websites. If you want a new rod or fly line, you can buy it straight from the factory, starting next year. That’s no different than Orvis, Simms, and a number of other manufacturers, but it’s a departure for brands that have lived entirely in the world of specialty dealers.

So…if you’re buying a new Sage rod, with prices being exactly the same, will you buy it from a fly shop or will you go direct?