Roberts Lures was founded in the early 1970's by Bob Simon who spent extensive time fishing around the islands south of Cape Cod. His original design plug "Ranger" was developed there. His quest was for the Bluefish, which at times could be far enough offshore to challenge the casting abilities of surfcasters. Therefore the design had to address the tradeoffs of long distance casting yet retain the lure action to attract the Blues. That design now has several variations including Bounder, Whistler and, Peppy. In the late 1990's, the company was acquired by Peter Johnson.

   Peter Johnson, a lifelong Cape/Islands fisherman who had worked for Stan Gibbs when he was young, continued producing lures on Martha's Vineyard using the original materials and processes. He also purchased Yankee Lures which added several products. Peter continued running the business until 2020. Scott Johnson, his son, now manages the company. Born on Cape Cod, Scott currently splits his time between Cape Cod and coastal New Hampshire. 

We're proud to say our lures are still being manufactured in New England using our original molds. 

   From the shores of Nantucket, the original Ranger has gone on to now being known though out the world as a  first class, top producing plug. It's a must have lure for Striper's, Bluefish, Roosterfish, Jacks and more.

Our mission remains the same: Produce top producing  durable lures that will stand the test of time