St. Croix Taps New Sales Partners for Dealer and Angler Support

PARK FALLS, Wisc. – More people are going fishing these days and that’s a beautiful thing for our fishing industry, which is enjoying unprecedented demand for all manner of fishing-related products and services. St. Croix Rod – makers of the Best Rods on Earth® for nearly 75 years – is responding to anglers’ needs by handcrafting more rods than ever before in both their Park Falls, Wisconsin and Fresnillo, Mexico factories. Aside from increased production, the family-owned American rod manufacturer is also improving the ways in which its rods reach the hands of anglers through its network of St. Croix dealers and retailers.

St. Croix is pleased to announce that the established outdoors sales and marketing agencies, Dunkin-Lewis, Inc. and the LH French Company, will join its Sales Team in representing the St. Croix brand to dealers – and ultimately anglers – in the American Northwest and the Southern regions.

“I have worked with LH French and Dunkin-Lewis previously in my sales and marketing career and quickly learned to appreciate their expertise and knowledge,” says St. Croix Vice President of Marketing, Jesse Simpkins. “I am looking forward to teaming up with Mike French, Grace Marie Small, and their outstanding teams once again, this time for the benefit of St. Croix’s dealers and anglers.”

The LH French Company will work with St. Croix National Sales Manager, Dan Johnston, in representing the St. Croix brand in the Northwest states of Alaska, Oregon and Washington. Dunkin-Lewis will represent the brand in in the key Southern states of Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, Oklahoma, South Carolina, Tennessee, and Texas. Dunkin-Lewis will work under the strong direction of longtime St. Croix Sales Team member, Randy Hamilton, in his new position as St. Croix Regional Sales Manager.


“We’re bringing new resources to bear that will make it even easier for retailers and dealers to do business with St. Croix and get the Best Rods on Earth® rods into the hands of passionate anglers,” says Hamilton. “I’ve worked with a lot of manufacturer’s rep groups over the years and the LH French and Dunkin-Lewis Teams set the standard for professionalism in the fishing industry. Their communications are excellent, their contacts within the industry are deep, and they both bring the kind of experience to the Team that can provide fast and smart solutions to complex challenges and situations.”

St. Croix Vice President of Sales, Steve Self agrees. “We’re investing in and building a new sales support infrastructure that will pay dividends for our retail partners,” he says. “With Dan and Randy’s intimate knowledge of our brand and proven track-record of supporting the needs of our dealers, combined with the wide-ranging contacts and deep experience of LH French and Dunkin-Lewis, we’re uniquely positioned to drive growth and better support new and existing dealer partnerships within the key Southern and Northwest regions.”

Established in 1956, Dunkin-Lewis is a family owned and operated sales and marketing agency with three generations working side by side to bring proven experience in sales and marketing to the outdoors industry. “As manufacturer’s representatives, our team is passionate about the outdoors, the brands we represent, and the ultimate success of our partners,” says Grace Marie Small, VP of Strategic Development, Dunkin Lewis, Inc. “We believe teamwork is a primary key to any successful relationship and are thrilled to join the St. Croix family who shares our core beliefs and values.”

Established in 1984 and based in Harbor City, California, the LH French Company is a second-generation family business, owned and managed by Mike and John French. The LH French Company has extensive experience in the outdoor industry, focusing on quality brands in the fishing, marine and shooting sports categories. “We are extremely excited to join forces with St Croix Rod,” says Principle, Mike French. “I’ve always been a huge fan of the brand, their top-quality rods, and love the fact they are all handcrafted in North America. We also appreciate that the company has been owned by the same family for over 45 years. There is a huge opportunity for St. Croix to rapidly gain market share in the Pacific Northwest, and we look forward to being a part of that process.”

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