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We are a New Zealand owned and operated small business specialising in softbaits.


We love fishing and therefore want to provide tackle for people who love fishing as well. We started softbaits.co.nz as we saw a need for more softbait brands to be available in New Zealand.


We have tested and tried our products here and abroad, in all kinds of environments and have handpicked what we view as best suited baits for the New Zealand fishing.


We import the best available on the market from Europe. It is early days for us and COVID is making things tricky, but, we plan to import more baits over time, from leading manufacturers around the globe.

As we want to reduce plastic wherever we can, we order our baits in bulk where possible. We will then hand pack them in degradable packaging and inspect every bait before its been sold to you.

Fishing is a way of life, a resource, a recreation. Whether it's for kaimoana or the pure rush of getting a tight line we want your next fishing trip to be an adventure. 

About us...