The Fly Shack is an online retailer that offers a wide range of fly-fishing gear, including Orvis flies, fly crates, and fly stops. Based in Fresno, California, it competes with other online retailers like Big Y Fly and Spawn Fly Fish. To stand out from the competition and attract more customers, The Fly Shack could benefit from a wider selection. Spawn Fly Fish, for example, has utilized custom product innovation and has seen significant growth in its business, even though it also primarily sells fly-tying material like The Fly Shack. The Fly Shack can continue to provide top-quality products to its customers while experiencing increased sales and growth in its business.