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This is a specialist eCommerce website for Fly Fishermen from around the world.

It comprises an archive documenting over 2,500 flies in photographs and recipe details, and from these we have chosen the 500 best flies and have them tied by experienced fly tiers using the best materials.
  This business has been built up as a joint venture.


This was a business that was underfinances so Denaploy agreed to develop it as a joint venture where we provide the technical expertise, our partner provided the detailed industry expertise and we jointly shared the costs.

The whole business runs via the webserver from the placing of the orders on our suppliers through to the delivery of the goods to our customers. It is a specialised niche market in which there are an astonishingly wide variety of unique products, each of which is selling for between 50p and £2.00, so efficient data handling is absolutely essential to making the business profitable.


This site is currently being re-built from scratch using the latest techniques to enable extra-ordinary versatility in the way in which we can display the data and manage the presentation.

Not only does this use very efficient coding (which translates to lower costs) but it also enables us to modify and change the way we work without worrying about the integrity of the data.

It is being constructed using LinkQ and using HTML5 and CSS3.  This will be the first project that we have completed using these brand new methods.

HTML5 and CSS3 allows us to create graphical elements such as navigational buttons without the need for images.  The buttons will be made entirely from CSS code and thus means they are vector, so loading times will be significantly quicker and if someone were to zoom the website for any reason these elements will not become pixellated.

There are many more bits of technology within the site, so why not have a look yourself and see it in action at:

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