The House of Hardy acquired Greys of Alnwick in 1999 after identifying a strategic opportunity to compete in complementary areas of the tackle market. The Greys GRX fly rod was one of the first designs under new ownership and quickly became the best-selling fly rod in the UK. The Greys brand continued to succeed with its reputation for innovation, quality, reliability and value. Many of the Greys products such as the GRXi anglers today.
The significance and value of the Greys brand to anglers and to the House of Hardy was recognised in 2003 when the House of Hardy was renamed Hardy & Greys Ltd.
In 2013, Greys became part of the Pure Fishing family, invigorating a focus on global market presence and maximising the technical expertise for which the Greys brand is known.