AG Fishing

01 — The brief

AG Fishing AB is a Stockholm hand-lure brand we admire — founded in 2022 by two sport anglers who started casting jigs in a garage and now ship worldwide. Their old storefront couldn't sell a seasonal drop with urgency, explain The Stubnose size range, or tell the workshop story that justifies premium pricing on handmade tackle. We rebuilt the surface on our own time.

02 — The approach

1. 01

   Drop culture for a craft brand

   The fold opens on 'Glimmering Madness' — the season's first bait drop — with moody product photography and two CTAs: 'Shoppa droppet' and 'Alla produkter'. A scrolling trust strip below repeats free shipping over 599 kr, handmade in Stockholm, and worldwide delivery. The site sells scarcity before it sells the catalog.

2. 02

   One profile, five sizes

   The Stubnose family spans 9 cm through 25 cm with weight notes and a visual size scale — because anglers buy by target species, not SKU number. Each variant gets a product card with colour name, Snabbköp pricing, and sold-out states where stock is gone.

3. 03

   Snabbköp as the default path

   Best-sellers and workshop picks surface with one-click add-to-cart pricing on the card — no unnecessary PDP hop for a returning customer who already knows they want Ruby Bonanza in 12 cm.

4. 04

   The garage story as margin justification

   A timeline from cork floats on a drill-powered lathe through the 2022 garage founding to worldwide shipping — plus an open 'Project Hardbait' build log where customers shape the next jerkbait before the mould is cut. For a DTC craft brand, the making-of is the marketing.

03 — What we shipped

• Bilingual Swedish / English storefront with cart and search
• Seasonal drop hero with category discovery cards
• Stubnose product family with size scale and weight notes
• Snabbköp best-seller grid with bundle savings
• Workshop timeline and Project Hardbait build log
• Newsletter capture, Instagram module, and Klarna / PayPal checkout

04 — What we'd ship next