Legendary English cricketer and TV pundit Sir Ian Botham officially opened a refurbished fishing store in Alnwick today.
The iconic all-rounder and keen fisherman cut the ribbon to unveil Pure Fishing's new retail shop, The Compleat Angler, and revamped museum.
The company, which bought the Hardy and Greys brands in 2013, has invested around £40,000 in the transformation.
Sir Ian, 60, said it was a privilege to do the honours, adding that he was a big fan of the Hardy range.
The official launch coincides with two public open days, which run today and tomorrow, from 9am to 5pm – to showcase the recent changes at the venue, on Willowburn Trading Estate. Get Hooked on Fishing is attending on both days, offering activities for children, and there will be a chance to win £2,000 of fishing tackle.
There will be fly-casting tuition, demonstrations and competitions; a free Hardy reel repair clinic; factory tours; exclusive offers; and food and drink.