Herter's
Herter’s
The story of Herter’s begins in Waseca, Minnesota, and is inseparable from its legendary founder, George Leonard Herter. While the family business of selling wild rice and waterfowl decoys dated back decades, George L. Herter truly established the company's fame in the mid-20th century by transforming it into a massive mail-order supplier for everything related to hunting, fishing, and the outdoors.
The Catalog Culture: Herter’s became famous for its immense, thick annual catalogs, which served as a bible for outdoorsmen. These were not just listings; they were filled with George Herter’s highly opinionated, often exaggerated, and eccentric prose, written by himself. He frequently made outrageous claims, such as: "Our balsa wood lures are made from trees grown on special Herter’s land that produces the 'world’s finest' balsa," or attributing inventions to figures like "Jacques Herter" from the 1890s.
Herter’s was a direct-to-consumer pioneer, selling everything from reloading presses and boats to specialized fly-tying materials and a vast array of unique lures. Though the company faded in the 1980s, its catalogs remain cherished collectibles, embodying a unique and unforgettable era of American sporting history.
Herter’s tackle philosophy was simple: offer the broadest possible range of gear, often incorporating novel or unusual materials, and claim it was the best on Earth.
The Fly-Tying King: Herter’s was particularly renowned for its fly-tying supplies. They imported and sold materials from around the globe, making previously rare feathers, furs, and synthetic materials accessible to the average American angler who wanted to tie his own flies.
Unique Lures and Plugs: The company sold countless spoons, spinners, and plugs, many featuring unique shapes and materials. While they did not invent many styles, they mass-marketed variations that often included their signature "World’s Finest" claims regarding the paint, hooks, or wood used. Their offerings provided affordable alternatives to lures from companies like Heddon or Creek Chub.
