Experience Fishing – a 6,000 square foot store in Hambridge Road, bills itself as a new concept in fishing retail.
The huge shop caters for all types of fishing including carp, match and fly fishing with specialist sections for both barbel and predators.
It was set up by England Rivers Champion 2010, Ben Bangham and retail expert and angler David Wrigley
All the staff (pictured) are experienced anglers, knowledgeable about the products they sell.
One of them, Paul Smyth of Woodspeen, hit national headlines when he reeled in a 179lb giant catfish on a 2006 Spanish fishing trip.
He also once landed a Kennet record barbel at 17lb 2oz.
All the staff are specialists in their chosen fields and the premises also include a pole alley, allowing customers to try out poles at full length.
Mr Bangham said: “The idea is to have everything under one roof. We’ve got everything the angler needs including bait, bivvys, tackle, clothing and pole alley and there are sections for fly fishing, carp, match, barbel and predator angling.
The store opened over the jubilee weekend and legendary fly angler Charles Jardine was a special guest along with former MP for Reading South Martin Salter, representing the Angling Trust.
The owners also hope to line up some big names from the angling world to host special days at Experience Fishing, and have already approached legends John Wilson and Martin Bowler.
The store has its own facebook page at www.facebook.com/ExperienceFishing and Twitter feed.