Denver’s Premier Fly Fishing Shop, Trout’s, Extends its Reach Worldwide with Improved Website

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The new incorporates Magento online shopping technology and ExpressionEngine content management system to expand product and information offerings and improve customer experience.

Trout’s Fly Fishing, the Rocky Mountain West’s premier fly fishing retailer and outfitter, has completely revamped its website at to improve the presentation and user experience, and it features the all-new integration of Magento eCommerce to make online shopping of Trout’s extensive inventory of top-of-the-line fly fishing gear much easier.

The new Trout’s Fly Fishing Shop Online section has also been vastly expanded, with hundreds of fly rods, reels, waders and boots, flies, leaders and tippets, nets, fishing bags, fishing apparel and much more.

“Since our shop is located in Denver, our website is an important connection for fly fishermen throughout the country to stay on top of current trends and to shop conveniently 24/7 for all of the finest fly fishing gear,” says Tucker Ladd, owner of the renowned fly fishing shop and education center. “We have customers from all over and they use our website to stay in touch with their favorite sport, plan fly fishing adventures, find new gear and stay a part of the fly fishing community.”

Trout’s Fly Fishing online includes the latest reports on fly fishing conditions for rivers, streams and lakes throughout Colorado, maintains real-time stream-flow data for the state’s rivers, gear reviews from many of the top fly fishing anglers in the country, and a calendar of fishing celebrity appearances, gear demonstrations, classes and seminars conducted through the shop’s exclusive Angling University.

In addition, there are connections to fly fishing guide services and approved outfitters in the shop, throughout Colorado, and for many national and international fly fishing destinations. Further, the new website features a Blog with all the latest fly fishing news and information, and a live chat where anglers can share fishing experiences, discuss fishing topics and ask questions of the fly fishing community at large. The new site also allows for RSS feeds, and is linked with such social networking sites as Facebook, Twitter and YouTube.

The new website was designed and developed by Denver-based Unleaded Software, the same firm which developed the original website several years ago. Unleaded Software is one of only a handful of website development firms worldwide to achieve Enterprise Partner status with Magento, considered by many to be the finest online shopping cart technology in the world. The new merchandizing software on the Trout’s website can display many more products than similar software, track orders and order history, and swiftly and conveniently handle secure payments and several shipping options.

“Magento is the way to go,” says Ladd. “It manages our inventory in real-time, it’s much easier and faster for the customers, and its display capabilities are unparalleled. The best online retailers use Magento for both company and customer results, and we at Trout’s pride ourselves on remaining among the very best at the things we do.”

In addition to the improved online shopping experience, the new has also integrated a new content management system (CMS), ExpressionEngine, which greatly increases the capabilities of presenting expanded gear reviews and reports, fishing and stream-flow data reports, and all of the educational and information services provided by the site to the fly fishing community. ExpressionEngine is well regarded as the premier CMS in the online world, allowing website owners to better manage, expand and improve their web content.

“We have so much fun in the shop with our local and visiting customers that we wanted a website that nearly recreates that experience for fly fishing anglers who live too far away to stop by often,” says Ladd. “When you can’t actually go fly fishing, at least on our new website the virtual experience will be the next best thing.”

First cast on Denver’s Old South Gaylord in 1995, Trout’s Fly Fishing was purchased six years ago by Ladd, a long-time fly fishing, back packing and wilderness guide who decided to take his love for fly fishing and his experience to the next level. In 2007, Ladd moved the shop to 1303 E. 6th Ave., halfway between Downtown Denver and Cherry Creek, and since then the shop has grown to more than 3,000 square feet of space dedicated to every aspect of Colorado angling.

The shop features a complete array of fishing equipment, including rods, reels and line, and thousands of stocked flies with more than 2400 open bins -- the largest selection of flies available anywhere in the Western U.S. There is also gear ranging from waders, nets, vests and packs, to fishing bags, apparel and outerwear. Trout’s Fly Fishing also arranges guided fly fishing outings in Colorado, teaming up with the Flyfisher Guide Service, including 4- to 5-hour trips, full day outings, and group and corporate fly fishing trips. Ladd and his staff as well can help in booking destination travel for guided freshwater and saltwater fly fishing trips at many locations throughout the world.

For more information on Trout’s Fly Fishing, its Angling University, the complete line of fly fishing gear and, of course, its new and improved website and online shop, visit


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