“We have now come full circle and Rapala will enter full-time into the U.S. rod and reel market,” said Lars Ollberg, President and CEO of Rapala VMC Corporation. “Rapala has already set its highly qualified, nationwide sales force on ‘full alert’ to start business January 1!”
“The time is right to start selling this innovative brand as the market slowly normalizes following the Covid uncertainties,” Ollberg added. “13 Fishing already has a proven track record of building a dynamic brand and developing innovative products. In a relatively short time, it has successfully wedged itself into the world’s most competitive fishing tackle market. We thank James Coble for creating 13 Fishing with such passion and wish him all the success in reaching new horizons in his career.”
The 13 Fishing brand and products are unique in that they offer a refreshing alternative to standard market staples. Within this diverse brand portfolio, 13 Fishing offers freshwater and in-shore rods and reels and is a market leader in the dedicated ice fishing market.
The acquisition offers Rapala VMC the opportunity to consolidate 13 Fishing into Rapala USA and continue to strengthen the company’s market position within the U.S. market. Rapala’s global manufacturing and purchasing strength, backed with a proven U.S. distribution center and supply chain, offers retailers world-class service they can count on. In the U.S., Rapala VMC Corporation has one of the largest sales and distribution networks covering every corner of the U.S. market. Utilizing the market expertise and positive relationships fostered by the Rapala USA sales team will clearly place 13 Fishing in the market position it deserves.
This dynamic brand and its innovative products will be driven by Rapala USA’s proven marketing and 13 Fishing’s product development team. Rapala VMC invites retailers to reach out to their Normark U.S. and Rapala sales team representatives to learn more about this exciting new development for Rapala VMC and 13 Fishing.
About Rapala VMC Corporation
Rapala VMC group is the world’s leading fishing tackle company and the global market leader in fishing lures, treble hooks and fishing related knives and tools. The group also has a strong global position in other fishing categories and Rapala VMC’s distribution network is largest in the fishing industry. The main manufacturing facilities are in Finland, France, Estonia, and the UK. Rapala VMC group’s brand portfolio includes the leading brand in the industry, Rapala, and other global brands like VMC, Sufix, Storm, Blue Fox, Luhr Jensen, Williamson, Dynamite Baits, Mora Ice, StrikeMaster, Marttiini, Peltonen and 13 Fishing as well as Okuma in Europe. The group, with net sales of EUR 274 million in 2022, employs some 1 500 people in approximately 40 countries. Rapala VMC Corporation’s share is listed and traded on the Nasdaq Helsinki stock exchange since 1998.