Aug 2007
Amazon History
Amazon Announced Amazon Fresh Pickup
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1933
Founder John L. Wells - Kelly Ltd
Englishman, John L. Wells took over the fledgling retail shop of “Kelly’s” in Victoria Arcade Auckland.
In the mid-1930's he moved Kelly Ltd to Fenton Street in Rotorua and named it the Rotorua Sports Depot. Rotorua was the ideal place to design, test, and make fishing tackle.
In 1936 he put out the company's first wholesale price list under the name Kelly (Rotorua) Ltd. With imported goods being very scarce at the time a small wholesale division increased its manufacturing effort in the back of the shop.
In the mid-1930's he moved Kelly Ltd to Fenton Street in Rotorua and named it the Rotorua Sports Depot. Rotorua was the ideal place to design, test, and make fishing tackle.
In 1936 he put out the company's first wholesale price list under the name Kelly (Rotorua) Ltd. With imported goods being very scarce at the time a small wholesale division increased its manufacturing effort in the back of the shop.
1930s & 40s
The Kilwell Brand
The KILWELL brand was created by John initially with two "L's" in the middle - KILLWELL - as he wanted his flies to kill fish well. This was considered not very PC even back in those days so the second L was dropped.
In 1949 the company withdrew from retailing and sold off the Rotorua Sports Depot. Kelly (Rotorua) Ltd traded solely as an importer and wholesaler. The company was known in the trade as the Kelly Gang.
In 1949 the company withdrew from retailing and sold off the Rotorua Sports Depot. Kelly (Rotorua) Ltd traded solely as an importer and wholesaler. The company was known in the trade as the Kelly Gang.
1950s
Key Agencies
Progressively the company was appointed as an exclusive distributor of leading international brands at that time. These included top lines of fishing tackle including Mitchell, Abu and Scientific Anglers to name a few.
In 1950 Kelly Ltd obtained the Mitchell fishing brand. It was the largest in the world at the time.
1951 saw Kelly Ltd take on the Abu agency which included reels and lures.
In 1960 Kilwell was fortunate enough to secure the Scientific Anglers fly line agency. Kilwell was only the second international distributor of the brand behind Canada.
In 1950 Kelly Ltd obtained the Mitchell fishing brand. It was the largest in the world at the time.
1951 saw Kelly Ltd take on the Abu agency which included reels and lures.
In 1960 Kilwell was fortunate enough to secure the Scientific Anglers fly line agency. Kilwell was only the second international distributor of the brand behind Canada.
1965
The 2nd Generation
John L Wells' sons Jeremy (left) and John G. (right) purchased the company in 1965 as John Snr was very unwell at the time and chose to retire.
A couple of years later, in 1968, Kilwell Fibretube was established, the first company in Australasia to produce tubular fiberglass and rod blanks for the domestic and export markets. This opened up a full range of the latest fishing rods to the New Zealand angler – a new era had begun.
Over the decades, along with fishing rod blanks, Fibretube produced a multitude of other sporting equipment including rowing oars, yachting components, squash racquet shafts for Dunlop, Slazenger, and Spalding, as well as tubing for aerospace, mining, and industrial applications.
A couple of years later, in 1968, Kilwell Fibretube was established, the first company in Australasia to produce tubular fiberglass and rod blanks for the domestic and export markets. This opened up a full range of the latest fishing rods to the New Zealand angler – a new era had begun.
Over the decades, along with fishing rod blanks, Fibretube produced a multitude of other sporting equipment including rowing oars, yachting components, squash racquet shafts for Dunlop, Slazenger, and Spalding, as well as tubing for aerospace, mining, and industrial applications.
1985
Kilwell Sports - The Company
The Kilwell brand had become so prominent nationally, the company and its subsidiaries were changed to reflect the brand name and Kilwell Sports Ltd was established.
1989
Bigger and better
In 1989 Kilwell moved to its current location on Te Ngae Road. Jeremy's passion for preserving the past has meant the building is somewhat of a museum with an extensive collection of world-renowned fishing tackle, rods, reels, and taxidermy.
The Jeremy Wells family took over ownership of the company in the early 1990s.
The Jeremy Wells family took over ownership of the company in the early 1990s.
2013
E-commerce site
In 2013, Kilwell took a leap and launched its first e-commerce website. This site was designed as an online catalogue to display the multitude of brands and products they distributed.
2018
The 3rd Generation
After a number of years working in the sales and marketing departments, Jeremy’s two children (the 3rd generation) Amanda & Geoff took over the company. Amanda focuses on the marketing aspects and operations of the business while Geoff has a passion for sales in the outdoors and fishing fields.
2023
90th Anniversary
In April 2023 Kilwell reached an incredible milestone. 90 years on we are incredibly proud to be operating the same family business, with the same enthusiasm and passion for all things fishing and hunting. The longevity of the company comes down to good ideas, innovative individuals who are open to change as well as being incredibly loyal. Renowned international brands and excellent after-sales service, combined with a true family culture are just a few of the things that make us who we are today.