Angling Direct appoints new board director

Angling Direct has announced that Dilys Maltby will join the board of the company as a non-executive director with immediate effect.

The fishing tackle retailer said that Maltby has a “strong track record” in advising international consumer brands on their “purpose, brand strategy and proposition”. She will now be working with the board to review, identify and deliver on its purpose.

Maltby has previous experience working with consumer brands as a consultant and as a client. Prior to her role as senior partner at Circus, a boutique management consultancy firm, she acted as general manager, brand and marketing for The Body Shop International where she led teams across 47 countries.

She currently sits on the board of Responsible Travel, a sustainable travel company, and prior to this was on the board advisory committee of Wiggle, an online retailer of sporting goods, until 2015.

Angling Direct’s chief executive officer, Darren Bailey, said: “I am delighted to welcome Dilys to the board of Angling Direct. 

“Her expertise in brand positioning, and advice on how companies can put into practice what they believe in, will be immensely valuable as we look to take the Angling Direct brand to the next level.”

He added: “We are already working on initiatives to become a more sustainable company, such as recycling all fishing lines into, for instance, items of furniture and removing and recycling outer packaging on in-store products before customers take home their purchases. 

“With Dilys’s support, we look forward to showcasing our efforts towards a more sustainable future.”

Maltby said: “I am excited to be joining Angling Direct, an influential brand which certainly has the energy and passion to make a positive social and environmental impact. 

“I look forward to working with the board and providing guidance to ensure that Angling Direct executes on what, at this stage, are so many great, impactful initiatives.”