If you are wanting to start out with some really good equipment I highly recommend JT Outdoor Products rods. I started with a couple last year and have added more this year. The new 35 Panhandler with the tapered spring bobber is a very versatile panfish rod and can work a number of different presentations with it. I went with the Sure Grip split grip model. I have been going with Okuma for reels. The Ceymar C-10 is a real nice size for a panfish rod and doesn’t break the bank. The Shimano Siennas are also nice and some people prefer the 13 Fishing Inline Reels for panfish. All personal preference there though. I run a Marcum LX-5i on a shuttle and am very happy with it but the new digital systems definitely seem to be the new popular way to go. Know a couple guys that run the Humminbird Helix setups and they are very happy with them. For an auger I would definitely look at the Strike Master Lite-Flite. Especially if you have the drill that is capable of running it. Great way to stay lightweight when walking out on the ice and nothing cuts as fast as a Strike Master lazer and I have used Jiffy and Eskimos too. My buddy I fish with runs an Otter flip over shack and got a hub this year too. They are very well made and nice shacks.
Not sure if you are needing anything for clothing or not but I highly recommend Striker Ice Gear. Have a jacket and bib setup and have been very happy with it. Depending on your temps the Trekker suit can be found on sale some places now. It is their lightest set in terms of insulation but sure still plenty warm in most environments. Added Baffin Impact boots this winter and have been super impressed with them as well.