Matt King of Robinson’s Outdoor Store, British Columbia, shares the shop’s story and gives an insight into the angling community it proudly supports
Robinson’s Outdoor Store — a family business for almost a century.
Q
How long have you been running your business, how did it start and what inspired you to build it?
Robinson’s Outdoor Store has served Victoria, British Columbia, for 97 years. Founded by George Robinson as a local outfitter, it has grown into a trusted destination for generations of outdoor enthusiasts. I have been part of the store for 30 years, and in 2016, Erin Boggs and I took over from Erin’s mother, Gayle Robinson, becoming the fourth generation to lead the family business. Carrying Robinson’s forward was always a dream, inspired by its remarkable history, loyal customers, and the opportunity to share our passion and knowledge with the community. Our fly shop is a specialized store within Robinson’s, forming one part of our full-service outdoor retail experience alongside backpacking, camping, adventure travel, hiking, and climbing.
Q
Who is your typical customer and what are the main reasons they visit your shops?
Our customers range from people just discovering fly-fishing to experienced anglers who have spent a lifetime on the water. They visit us for trusted advice, quality equipment, local fishing knowledge, and help in choosing the right set-up for their needs. Many also come for the personal service and community that a dedicated fly shop provides — whether they need a fly recommendation, help preparing for a trip, or simply want to talk fishing with people who share their passion. After 30 years in the business, one of the most rewarding things is welcoming second- and even third-generation customers into the shop. It’s amazing to see those relationships continue through generations.
Matt King, part owner of Robinson’s Outdoors Store with a big steelhead.
Our focus is on delivering knowledge, service and value in the shop — an experience that simply cannot be replicated online
Q
Why are fly shops still important in today’s retail landscape?
Fly shops remain important because they offer something substantial that online retail can’t: trusted, personal advice from people who understand the sport and local waters. Customers can compare equipment, get properly matched with a rod, reel, line, and flies, and learn techniques that make their time on the water more successful. Just as importantly, fly shops create community. They connect new and experienced anglers, share current local knowledge, support conservation, and help preserve the traditions and skills that keep fly-fishing accessible and thriving. Robinson’s does not currently sell online, and we plan to keep it that way for the foreseeable future. Our focus is on delivering knowledge, service and value in the shop — an experience that simply cannot be replicated online.
Q
What do you think makes a great and successful fly shop?
A great fly shop combines informed, approachable staff with quality products, honest advice, and exceptional service. Success comes from listening to customers, understanding local waters, and matching each angler with equipment that suits their experience, goals, and budget. It should be welcoming to beginners while remaining a trusted resource for seasoned anglers. Just as importantly, a great shop builds community — sharing information, supporting conservation, offering education, and creating a place where people can connect through a shared passion for fly-fishing.
Robinson’s Outdoors fishing expert Zak Davis with a steelhead taken on a Loop single-hander.
Zak enjoys pursuing every species on the fly, but his greatest passion is sea-run cutthroat trout
Q
What’s the fishing like in your part of the world?
Fishing on Vancouver Island is incredibly diverse. We have everything from wild trout in rivers and productive lakes to steelhead, all five species of Pacific salmon, as well as carp and bass. Anglers can cast for coastal cutthroat, rainbow and brown trout, swing flies for salmon and steelhead, or fish beaches and estuaries as salmon approach their home rivers. The scenery is a big part of the experience — clear water, rugged coastlines, and temperate rainforest. With such varied fisheries and changing seasons, there is always something new to explore.
Q
What fish, rivers or types of fishing get you most excited?
Steelhead get me most excited — the challenge, the rivers, and the possibility of connecting with such a remarkable fish. There is something special about the patience, preparation, and persistence steelhead fishing demands, which makes each encounter unforgettable. That said, I enjoy every kind of fly-fishing, from casting for trout in lakes and streams to pursuing salmon along the coast. For me, the variety and constant opportunity to learn are a big part of what makes fly-fishing so rewarding.
The team can give advice on all aspects of fly-fishing and the Loop range.
Q
Tell us about your team — the people customers can expect to interact with. What are their roles, and what are their favourite types of fishing and fish species?
Robinson’s has a large, knowledgeable team across the store, with several staff members supporting our fly-fishing department, but Zak Davis and I are the primary fly-fishing experts. Zak enjoys pursuing every species on the fly, but his greatest passion is sea-run cutthroat trout. His broad experience, thoughtful equipment advice and enthusiasm make him a trusted resource for anglers of all skill levels. Team members Dave, Cam and Cole also step in to assist customers when needed, often while Zak is out.
Q
How did you first discover Loop, and what made you decide to carry the brand in your shops?
We carried Loop Tackle years ago and were always familiar with the brand. After a conversation with Tyrone Buckle (the company’s Vice President of Global Retail) last year, we saw a great opportunity to bring Loop back into the shop. His knowledge and enthusiasm, along with the quality and performance of the products, made the decision an easy one.
The Loop Trak range, breaking boundaries at the more affordable end of the market.
The single-handed ZX range, highly recommended for fishing in the Victoria region.
Q
If someone had never tried a Loop outfit before, which set-up would you put in their hands first, and why?
The ideal set-up depends on the angler’s experience and intended use, but for most people I would start with the ZX 9ft 3in six-weight paired with an Evotec G5 6-8 reel. A six-weight is the most versatile choice for our area, with the range and performance to handle many different fishing situations. The Evotec’s excellent drag system and fresh and saltwater capability make it a dependable all-around reel. For larger fish, heavier flies or more demanding conditions, I would recommend the Loop ZX 9ft eight-weight paired with an Evotec G5 7-9. For steelhead, the Z1 13ft 2in seven-weight paired with the Classic 7-9 reel is an exceptional combination, offering the power and control needed for demanding two-handed fishing, but with a classic feel.
Q
Looking ahead, what are you most excited about for the business over the next year?
Over the next year, I’m most excited about maintaining and growing the shop, bringing in new and exciting products, and keeping the welcoming, energetic vibe that makes Robinson’s such a special place for our customers and team.
