Toronto, Ontario

     William Croft is documented to have been in business as early as 1855 in downtown Toronto. According to early directories, he specialized in the sale of goods, needles, pins, smallwares and notions. Before the end of the 19th century, he diversified his business to include fishing tackle in his merchandise.

     It is still unknown as to whether Croft manufactured his own tackle, or if it was simply contracted out for the business. There were quite a few companies offering the same metal spoons, spinners and flies at the time so there is a good chance either an English company or North American company was producing the wares.

     In around 1897, Croft was located at 37 Colborne St., and it was just prior to this date that Croft taught his two sons, William Jr. and Anthony W. the specifics of what was to become the family business. By 1897, W. Croft and Sons began selling tackle to the widespread Canadian market.

     In trade catalogues of the very early 1900s, the Croft tackle catalogue advertised everything from rods, reels and lures, to creels gaffs and other fishing paraphernalia. Croft was one of the first to help market the tackle line of William Delany lures from the Delany factory in Cobourg, Ontario.

     Croft relocated a few times during his business venture and it is assumed that, one of his moves was out of necessity after the same fire that claimed numerous Toronto businesses in 1904.

     Croft went on to offer an increasingly international array of tackle from companies all over North America, both reputable and lesser-known. His company was able to obtain sole distribution of some major American companies like Heddon and WTJ Lowe.

     After 78 years, in 1933, the Croft legacy came to a close with the onslaught of the Great Depression.

2 styles of William Croft Metal Baits

2 different styles of metal from Wm. Croft and Sons. The #7 spinner on the left is stamped with Wm. Croft and Sons running vertically, and "Trade Mark" stamped near the base which is bisected by a little stumpy picture of what looks like an early Native depiction holding a bow and arrow. The #5 spoon on the right is also stamped with Wm. Croft and Son and is one of the more common metal spoons from the company.

William Croft & Sons Carded Trout Flies

A William Croft and Sons Standard Trout Flies on its original card.