Absolute **** show from New Direction Tackle announced on social media.
📢PUBLIC ANNOUNCEMENT📢
We would like to take a moment to address the confusion and frustration many of you have experienced in recent months. Legal restrictions and our responsibility to safeguard customers' interests have, until now, limited how much we could share. Today, we want to clarify the situation, explain the steps we are taking, and outline what this means for you.
Like many businesses, we partnered with a company in China to manufacture products and manage critical systems, including our website, apps, and autopilot technology. Unfortunately, over time we witnessed a decline in product quality and decisions that no longer aligned with our values. To protect the reputation and future of New Direction Tackle, our owner began the process of ending this partnership.
Before that transition could be completed, our former partner took damaging steps: they blocked our access to our website, apps, and autopilot systems, and even threatened to cut off autopilot access for customers worldwide. These actions were taken without our knowledge or consent, and we deeply regret that our customers were drawn into this conflict—it was never our intention.
Our investigation shows that these actions were coordinated by two individuals: one in China, formerly our closest partner, and another in the UK, who held a position of trust within our company but misused it. Since then, new entities—ND Tackle Capital Ltd. and Nine Tackle Ltd.—have been established. Under the brand name NDS Tackle, they are selling bait boats and making false claims of connection to New Direction Tackle. These actions are a clear infringement of our trademark rights and appear deliberately designed to mislead customers and dealers.
Unfortunately, some dealers and end consumers have already been affected. We have purchased products ourselves as evidence, and some of these even included support cards with our company details, further highlighting the risk of confusion.
We want to reassure you of the following:
• We WILL take firm legal action: Since our lawyers' letters have been ignored, court proceedings will begin within the next two weeks. This will be the first of many actions under UK and international law to address these unlawful practices.
• We ARE working to restore stability: Our small but dedicated core team is actively rebuilding secure systems to prevent further interference. We ask for your patience over the next four weeks while we complete the necessary technical work to fully resolve the autopilot problem.
We remain deeply committed to protecting our brand, our customers, and the angling community. The same passionate team that has brought many of the innovations anglers enjoy today is still here, working tirelessly to restore services, safeguard your trust, and continue developing new ideas for the future.
We sincerely thank you for standing with us during this difficult time and will keep you updated as events progress.
New Direction Tackle
📢PUBLIC ANNOUNCEMENT📢
We would like to take a moment to address the confusion and frustration many of you have experienced in recent months. Legal restrictions and our responsibility to safeguard customers' interests have, until now, limited how much we could share. Today, we want to clarify the situation, explain the steps we are taking, and outline what this means for you.
Like many businesses, we partnered with a company in China to manufacture products and manage critical systems, including our website, apps, and autopilot technology. Unfortunately, over time we witnessed a decline in product quality and decisions that no longer aligned with our values. To protect the reputation and future of New Direction Tackle, our owner began the process of ending this partnership.
Before that transition could be completed, our former partner took damaging steps: they blocked our access to our website, apps, and autopilot systems, and even threatened to cut off autopilot access for customers worldwide. These actions were taken without our knowledge or consent, and we deeply regret that our customers were drawn into this conflict—it was never our intention.
Our investigation shows that these actions were coordinated by two individuals: one in China, formerly our closest partner, and another in the UK, who held a position of trust within our company but misused it. Since then, new entities—ND Tackle Capital Ltd. and Nine Tackle Ltd.—have been established. Under the brand name NDS Tackle, they are selling bait boats and making false claims of connection to New Direction Tackle. These actions are a clear infringement of our trademark rights and appear deliberately designed to mislead customers and dealers.
Unfortunately, some dealers and end consumers have already been affected. We have purchased products ourselves as evidence, and some of these even included support cards with our company details, further highlighting the risk of confusion.
We want to reassure you of the following:
• We WILL take firm legal action: Since our lawyers' letters have been ignored, court proceedings will begin within the next two weeks. This will be the first of many actions under UK and international law to address these unlawful practices.
• We ARE working to restore stability: Our small but dedicated core team is actively rebuilding secure systems to prevent further interference. We ask for your patience over the next four weeks while we complete the necessary technical work to fully resolve the autopilot problem.
We remain deeply committed to protecting our brand, our customers, and the angling community. The same passionate team that has brought many of the innovations anglers enjoy today is still here, working tirelessly to restore services, safeguard your trust, and continue developing new ideas for the future.
We sincerely thank you for standing with us during this difficult time and will keep you updated as events progress.
New Direction Tackle
In reply to Post #1
Not surprising, so many of these companies dance with the devil and enjoy the bonuses of cheaper production, more profits, etc.
Then it bites them on the arse and becomes a sh1t show.
Made in the UK needs to return, keep the industry, technology and quality control right here.
Not surprising, so many of these companies dance with the devil and enjoy the bonuses of cheaper production, more profits, etc.
Then it bites them on the arse and becomes a sh1t show.
Made in the UK needs to return, keep the industry, technology and quality control right here.
In reply to Post #2
Totally agree, I bought a ND2 boat around 10 months ago and it's been fine but not used much.
There's been a lot of updates, new app and new boats all of recent advertised on Facebook/Instagram apparently by this fraudulent company.
Everyone's details were leaked recently too.
Totally agree, I bought a ND2 boat around 10 months ago and it's been fine but not used much.
There's been a lot of updates, new app and new boats all of recent advertised on Facebook/Instagram apparently by this fraudulent company.
Everyone's details were leaked recently too.
Wait till Xmas and you'll be able to pick up one for a couple of hundred.
Just like those RX+ lookalike alarms
Just like those RX+ lookalike alarms
Look at companies house. Tells a story itself and of potential fraud too.
This is the statement that was put out by NDS this afternoon (18-Aug)
NDS (ND Tackle Capital LTD) is a company established in the UK. The actual controller of NDS is also the founder of the New Direction Tackle brand and company (verifiable on Companies House). With 18 years of experience in the carp fishing industry, he has been custom-developing and manufacturing products like bite alarms and bait boats for major European brands since 2007, possessing extensive expertise in product R&D and sales.
Background:With the rise of the internet, he registered newdirectiontackle.co.uk in 2015 and founded the New Direction Tackle brand in the UK in 2016, launching sales of carp fishing products (primarily bite alarms) on Amazon. From 2016 to 2025, he has been the driving force behind New Direction Tackle operations (extensive communication records and operational data can prove this and will be disclosed if necessary). He is the soul of the ND brand. The current management team of ND Tackle are salaried employees.
It is worth noting that the original company is unique in that it designs and manufactures its own products
In April 2025, this management conspired with others to seize all goods from the actual controller. He then declared himself the owner of New Direction Tackle, demanding the actual founder act as a mere Chinese supplier, negotiations were attempted for an amicable seperation with the boat business and rest of the business splitting to form 2 seperate companies. An agreement was not reached, so reactive measures were taken to minimise the losses of the founder. This is when the website was taken down.
As the founder now only had control of the boat business, all uk inventory of other products was locked and under the control of the company NDTackle Uk, the decision was made to release the boat side of the business with new branding, new apps and new sonar products, these were all planned and developed already but now launched under the branding of NDS
In business, credibility is paramount. The ND Tackle Manager has blatantly violated fundamental commercial ethics.Commercially, the actual owner was betrayed, his assets plundered, and he was expelled from his own company.
When NDS was launched we took the view of honouring all boat warranties, this was a decision made due to the fact that only we had the ability to produce spare parts, we had the workshop in place etc, the customers needs were foremost in our thoughts, at the time ND tackle supported this statement and their employees regularly pointed users in the direction of NDS for support. In the months of May to August, this is how everything worked, NDS launched its new products and new customer services,launched into reputable retailers in the UK, and started to build a brand. In the meantime New Direction Tackle was selling its inventory on Ebay and Amazon, it made no attempt to launch its own website and continue the brand as it knew it had no means of replacing stock and also had no means to provide long term customer care, warranties can not be guaranteed as there is no ability to replace inventory.
Now the stock levels are low or exhausted, and the New direction tackle management has seen the success of NDS it has gone onto the attack through a personal grudge.
We would like to state the following to all our customers and retail partners -
1. NDS is genuine, legal and here to stay, we own the rights to the baitboat design, the autopilot software, and have a full infrastructure to serve you for the long term.
2. Bait boats sold via NDS's website or retailers still enjoy a 2-year warranty. We remain committed to serving you.Email: info@ndsoanr.co.ukWhatsApp: +44 7380 416623
3. For bait boats sold before April 10, 2025, we will provide support by our channels, but should a physical warranty repair be required, we will guide you to contact your New Direction Tackle for after-sales support. This can be done by email info@ndint.co.uk. If unresponsive or unable to assist, NDS will provide paid repairs.
4. For any non warranty repairs, our UK workshop will continue to provide full support for all versions backed up by extensive knowledge and spares inventory
NDS will be taking legal action against the New Direction Tackle Management for the false allegations made and for the illegal aquisition of assets
Integrity is the foundation of business. We thank our customers for their longstanding support and continue striving to improve our products.
We welcome all boat users to join our WhatsApp group. We welcome all BB2 users. 🔗 https://chat.whatsapp.com/D9agFzsUlt1CbVqvR1DMWY
NDS (ND Tackle Capital LTD) is a company established in the UK. The actual controller of NDS is also the founder of the New Direction Tackle brand and company (verifiable on Companies House). With 18 years of experience in the carp fishing industry, he has been custom-developing and manufacturing products like bite alarms and bait boats for major European brands since 2007, possessing extensive expertise in product R&D and sales.
Background:With the rise of the internet, he registered newdirectiontackle.co.uk in 2015 and founded the New Direction Tackle brand in the UK in 2016, launching sales of carp fishing products (primarily bite alarms) on Amazon. From 2016 to 2025, he has been the driving force behind New Direction Tackle operations (extensive communication records and operational data can prove this and will be disclosed if necessary). He is the soul of the ND brand. The current management team of ND Tackle are salaried employees.
It is worth noting that the original company is unique in that it designs and manufactures its own products
In April 2025, this management conspired with others to seize all goods from the actual controller. He then declared himself the owner of New Direction Tackle, demanding the actual founder act as a mere Chinese supplier, negotiations were attempted for an amicable seperation with the boat business and rest of the business splitting to form 2 seperate companies. An agreement was not reached, so reactive measures were taken to minimise the losses of the founder. This is when the website was taken down.
As the founder now only had control of the boat business, all uk inventory of other products was locked and under the control of the company NDTackle Uk, the decision was made to release the boat side of the business with new branding, new apps and new sonar products, these were all planned and developed already but now launched under the branding of NDS
In business, credibility is paramount. The ND Tackle Manager has blatantly violated fundamental commercial ethics.Commercially, the actual owner was betrayed, his assets plundered, and he was expelled from his own company.
When NDS was launched we took the view of honouring all boat warranties, this was a decision made due to the fact that only we had the ability to produce spare parts, we had the workshop in place etc, the customers needs were foremost in our thoughts, at the time ND tackle supported this statement and their employees regularly pointed users in the direction of NDS for support. In the months of May to August, this is how everything worked, NDS launched its new products and new customer services,launched into reputable retailers in the UK, and started to build a brand. In the meantime New Direction Tackle was selling its inventory on Ebay and Amazon, it made no attempt to launch its own website and continue the brand as it knew it had no means of replacing stock and also had no means to provide long term customer care, warranties can not be guaranteed as there is no ability to replace inventory.
Now the stock levels are low or exhausted, and the New direction tackle management has seen the success of NDS it has gone onto the attack through a personal grudge.
We would like to state the following to all our customers and retail partners -
1. NDS is genuine, legal and here to stay, we own the rights to the baitboat design, the autopilot software, and have a full infrastructure to serve you for the long term.
2. Bait boats sold via NDS's website or retailers still enjoy a 2-year warranty. We remain committed to serving you.Email: info@ndsoanr.co.ukWhatsApp: +44 7380 416623
3. For bait boats sold before April 10, 2025, we will provide support by our channels, but should a physical warranty repair be required, we will guide you to contact your New Direction Tackle for after-sales support. This can be done by email info@ndint.co.uk. If unresponsive or unable to assist, NDS will provide paid repairs.
4. For any non warranty repairs, our UK workshop will continue to provide full support for all versions backed up by extensive knowledge and spares inventory
NDS will be taking legal action against the New Direction Tackle Management for the false allegations made and for the illegal aquisition of assets
Integrity is the foundation of business. We thank our customers for their longstanding support and continue striving to improve our products.
We welcome all boat users to join our WhatsApp group. We welcome all BB2 users. 🔗 https://chat.whatsapp.com/D9agFzsUlt1CbVqvR1DMWY
Oh ffs what a joke. 
I can't see either of them coming out of this with any credibility left.
I can't see either of them coming out of this with any credibility left.
I'm hoping that NDS is in the right/win - otherwise I've pissed away £500 on a sonar system that I wont be able to use!
In reply to Post #7
Did they ever have any in the first place?
Did they ever have any in the first place?
In reply to Post #6
OOp's
OOp's
In reply to Post #6
Hi, ND Tackle's Response. Off Facebook.
"ND Tackle Bait boat" Facebook Page.
"We would like to address the recent statement issued by NDS. While we believe that the appropriate forum for resolving this matter is the court, we consider it necessary to mention certain points.
The announcement by NDS represents a subjective account, omits key facts, and contains several inaccuracies. We trust that the legal proceedings will establish the full picture and provide final clarity.
We would also like to thank the many customers and companies who have shared positive comments and expressed their support. Their confidence strengthens our own, and we remain fully convinced of our position as the case moves forward."
Bob
Hi, ND Tackle's Response. Off Facebook.
"ND Tackle Bait boat" Facebook Page.
"We would like to address the recent statement issued by NDS. While we believe that the appropriate forum for resolving this matter is the court, we consider it necessary to mention certain points.
The announcement by NDS represents a subjective account, omits key facts, and contains several inaccuracies. We trust that the legal proceedings will establish the full picture and provide final clarity.
We would also like to thank the many customers and companies who have shared positive comments and expressed their support. Their confidence strengthens our own, and we remain fully convinced of our position as the case moves forward."
Bob
What a mess!
Anyone purchasing an NDS boat at the moment needs their head testing!
Anyone purchasing an NDS boat at the moment needs their head testing!
In reply to Post #12
Agreed. These matters rarely end well for either party and I would be surprised if the company exists in any form after all this and I agree that I would avoid anybody their products, especially the expensive bait boat at all costs (even though its never been a brand I would spend money on)
Agreed. These matters rarely end well for either party and I would be surprised if the company exists in any form after all this and I agree that I would avoid anybody their products, especially the expensive bait boat at all costs (even though its never been a brand I would spend money on)
This back and forth reminds me of hutchy and Kevin nash having a bit of spat over the pages of the Angling times/ mail back in the late 80s when they both went there separate ways with the bait company they run at the time ( Catchum 88 ) Don't think both come out of it well.. but made for interesting reading.. Will someone get the popcorn.. 
In reply to Post #9
Not much. What credibility they did build up is now rapidly going down the toilet.
Not much. What credibility they did build up is now rapidly going down the toilet.