Join us and take the stock market plunge – that's the message from the co-founder of Norfolk's newest listed company as it stands on the brink of flotation.

Eastern Daily Press: Angling Direct's warehouse at the Rackheath distribution centre. Picture: DENISE BRADLEYAngling Direct's warehouse at the Rackheath distribution centre. Picture: DENISE BRADLEY (Image: Copyright: Archant 2017)

Fishing tackle store and online retailer Angling Direct is set to join the London Stock Exchange's AIM list on Thursday.

And, just hours from the initial public offer (IPO) it expects to raise £9m, executive chairman Martyn Page urged other leading companies in the region to follow its lead in the search for faster growth.

He said: 'It was the natural way for the company to go because we have got to the point where we want to accelerate growth.

'We could go to a private equity house but then you know it is going to be sold on for short-term gain.

Eastern Daily Press: Angling Direct executive chairman, Martyn Page, right, and CEO Darren Bailey, at their Rackheath distribution centre. Picture: DENISE BRADLEYAngling Direct executive chairman, Martyn Page, right, and CEO Darren Bailey, at their Rackheath distribution centre. Picture: DENISE BRADLEY (Image: Copyright: Archant 2017)

'This way we can continue to grow with the business and we have access to the funds we need to do that.'

Mr Page added being owned by the public, rather than a private fund, meant the company's ethos could remain intact.

The flotation follows a similar move from Diss audio-visual distributor Midwich last May. Other Norfolk AIM members include veterinary group CVS, which floated in October 2007, and tech firm Proxama, which followed six months later.

Angling Direct is targeting a market capitalisation of £27.4m and will raise £9m, with £7.4m being reinvested to help expand its online and physical presence.

Chief executive Darren Bailey and Mr Page have given more than 30 presentations to city funds and investors in the hope of sparking interest.

Mr Page, who is a partner with Norwich accountancy firm M+A Partners, said: 'An IPO isn't an exit strategy, it is for a business which is growing.

'I think a lot of businesses in Norfolk would do well to look at it. For maybe 90% it would not be worthwhile but for 10% it could be.

'We have had something like four Norfolk IPOs in the last 10 years. It is something I think Norfolk Plc needs to understand better.'

Mr Page added that he felt the business had a good mix of short-term and long-term investors ahead of its new era launching with a ceremony at 8am on Thursday.