About Us

W. E. Sonetti Mercantile is owned and operated by Ed Endicott.  Ed was exposed to fishing, hunting, and the outdoors at a very early age and grew up as a Junior member of the Long Beach Casting Club in Southern California where his father taught fly casting, fly tying, and rod building.  In his youth, Ed participated in ACA Casting Tournaments and and demonstrated his fishing skills while volunteering for the Long Beach Casting Club at the club booth during the Fred Hall Show by tying flies and demonstrating tournament casting skills.  As he grew, Ed worked informally with Bob Marriott at Marriott's Flyfishing Store.  After high school, Ed was hired by Turner's Outdoorsman in the Fishing Department working at the Long Beach store, the Fountain Valley Store where he was promoted to the position of Hunting Department Manager.  As a manager Ed went on to assist in opening the Signal Hill Location and the South Bay store where he managed the Hunting Department during the Los Angeles Riots.

Ed currently lives, works, and plays in Colorado where he shares his passion for fishing, hunting, and the outdoors with his friends, family, and customers alike.