As far as business success stories go, Trelly’s Outdoor captures the imagination like a great fishing yarn, holding at its heart a genuine sense of character and authenticity.
Now a thriving, three store franchise with outlets located in Shepparton, Bendigo and Geelong, the development of Trelly’s as we know it is more than just a tale of hard work and business savvy, it’s an expression of a way of life. Indeed, as proprietor Steve ‘Trelly’ Threlfell states, it is not only his passion for hunting, fishing and the great outdoors that drives his business but a commitment to providing people with the best opportunity to experience the thrill of outdoor, recreational life and sport.
‘Blessed’ with a childhood ‘…full of dogs, riding, hunting and fishing’, it is perhaps not surprising that Steve’s first foray into business ownership came with the offering of a partnership with Bernie Griffin at Shepparton Tools and Firearms. Wanting to expand the firearms and tackle arm of the business, Steve eventually bought Bernie out a few years later, while simultaneously acquiring the three remaining firearm stores in town.
Amalgamating stock and branding his outfit with the family name, Trelly’s Outdoor eventually moved to Corio Street in 2003, where it has remained a stalwart family concern ever since.
Tireless in his advocacy for outdoor recreational sports, gaining significant experience on innumerable firearm and fishery bodies, Steve has become not only the go-to for outdoor venturing enthusiasts but a trusted interface between the community and the various governing bodies that oversee hunting and fishing.
Having built and narrated the story of his family business while sticking true to his roots and ideals, Steve has, by all accounts, created something unique at Trelly’s Outdoor. When asked about his success, Steve said,
“To me it just feels right what I do inside and outside the store. I’ve reached a goal that I wanted to get to and that’s been the product of a good family business, with great staff that has seized from the community what they expect, probably above what they expect.”
