Few names are as iconic and cherished as Alvey.

Continuing Alvey’s legacy

In the world of Australian fishing, there are few names as iconic and cherished as Alvey.

Since Charles Alvey produced the first side-cast reel in 1920, Alvey has been synonymous with crafting the most durable and reliable fishing reels in Australia, and we are thrilled to continue the Alvey legacy.

We are Gowings – an Australian-owned investment company with a rich and proud history dating back to 1868.

Explaining how the purchase of Alvey Reels fits within Gowings, John Gowing said, “We saw an opportunity to keep an icon in Australian hands and took it.”

“Gowings also owns FCS, an iconic surfing brand, and we think Alvey will complement our interests in ocean sports.

Gowings believes Alvey will complement its interest in ocean sports.


“Philosophically, we want to encourage sustainable enjoyment of our seas and oceans.

“Demonstrating this commitment is our ‘1 percent for the oceans’ pledge, with proceeds going to the Gowings Whale Trust, which aims to fund positive change in our oceans,” Mr Gowing said.

Gowings and Alvey are two companies deeply rooted in Australian heritage, making this union a match made in angler’s heaven.

Our shared commitment to quality, craftsmanship and preserving time-honoured traditions brings our two remarkable legacies together, with 258 years of combined experience.

For over a century, Gowings has been at the forefront of investment and innovation, driven by a passion for maintaining strong family values.

Our company’s history, spanning many generations of the Gowing family, is a testament to our commitment to Australia’s economic growth and prosperity.

The acquisition of Alvey is not only a business venture for us – it’s an honour.

As we take the reins, we pledge to continue the legacy of crafting the highest quality fishing reels in Australia.

Alvey’s reputation for excellence aligns seamlessly with our own values.

We are committed to preserving the techniques and craftsmanship that have made these reels the go-to choice for generations of Australian anglers, and we’re here to assure you the legacy is in the most capable hands.

Alvey is synonymous with crafting the most durable and reliable fishing reels in Australia.


Our journey to set up a new state-of-the-art manufacturing facility at Darra has been a long and rewarding one.

We are excited to announce that we are nearing the final stages of this transformation.

This facility will not only uphold Alvey’s proud tradition but also provide a platform for innovation, ensuring that the brand continues to be the gold standard for fishing reels in Australia.

Looking ahead, we have big plans for Alvey.

We will use our expertise and resources to elevate the brand, expand product offerings and explore new horizons in the world of fishing gear.

Rest assured, we will always stay true to the brand’s heritage of quality and craftsmanship.

Our aim is not only to meet your expectations but to exceed them.

The Gowings team is excited to join Alvey’s experienced craftspeople to continue delivering the excellence you’ve come to expect from this iconic brand.

We want to express our heartfelt gratitude to Alvey customers for your trust and loyalty over the years.

We look forward to serving you with the same passion and dedication that has defined the brand for over a century.

Together, Gowings and Alvey will create a brighter future for Australian fishing enthusiasts, with a strong focus on tradition and innovation.

With Bruce and Glenn Alvey still very much a part of daily operations, we invite you to join us on this exciting journey as we begin a new chapter in this iconic brand’s story.

The Gowings and Alvey Team

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