Fishing Lures for small fish, to mega monster trophies have come a very long way as far as advancements in materials and designs. Today's lures are as close to the real thing as ever before. Fishing lures new awesome advances include soft chewy textures, with synthetic and natural scents to trick that lunker into thinking the perfect meal has just presented itself for the taking. This new generation of soft body lures such as Berkley Gulp lures can be found at OpticsPlanet. For those quicker moving full sized hard body baits such as Rapala, look no further. All of these great companies such as Mepps, South Bend, Johnson, and many more are available right here at OpticsPlanet. From pan fish to trophy saltwater-monsters, OpticsPlanet has the lure you need to "lure" that monster out and make that reel's drag scream! As we continue to get new and exciting fishing lures into stock be sure to check back frequently as we continue to grow our fishing department. Whether looking to catch some dinner or looking for the fish of a lifetime OpticsPlanet's fishing department has your six. Always remember if you have any questions please be sure to reach out and one of our expert staff here at OpticsPlanet will be sure to you get your question answered in a timely manner. Hit the water be safe and fish on!