Swedish Bait Mechanics & Foundation Outdoor Group Announce Partnership

Exclusive Global Distribution Rights Strengthen Foundation’s Robust Product Offering

Oviedo, FL – In another strategic move to bolster its leadership position in the global sportfishing industry, Foundation Outdoor Group has announced an exclusive distribution partnership with Swedish Bait Mechanics (SBM), a leading northern Europe bait manufacturer. The agreement offers Foundation complete, worldwide sales, marketing, and fulfillment rights to SBM’s diverse product line of fresh, high nutrition value (HNV) baits. The agreement also provides Foundation with exclusive distribution rights for Boatman bait boats across Scandinavia. 

“We’re excited to add Swedish Bait Mechanics to our diverse product line” said Gary Benney, Foundation Europe’s Vice President of Operations. “The carp fishing industry in Europe is immense and it continues to grow in North America, and partnering with an established leader, with the highest level of quality products, perfectly aligns with Foundation’s growth strategies and our efforts here in Europe.”

Based in Halmstad, Swedish Bait Mechanics was established in 2009 with the vision of filling an industry void and consumer need for quality carp baits. From humble beginnings, SBM has established itself as the premier provider of HNV baits, primarily focused on carp fishing. The company offers a full line of bait boilies, hook baits, and liquid attractors as well as a line of fishing rods and accessories. SBM also maintains exclusive rights to sell and distribute Boatman bait boats in Denmark, Finland, Norway, and Sweden, which extends to Foundation Outdoor Group through the new relationship.

“The ability to offer products that are tailored to European customers was a key consideration when we decided to invest in the Halmstad headquarters and distribution center,” Foundation’s President and COO Brook Oliva said. “We are proud to partner with Swedish Bait Mechanics and to offer their high-quality baits and Boatman bait boats to our growing customer base.”

SBM customers will continue to enjoy the highest quality baits and will also now benefit from shorter lead times and more accurate stock control via the Foundation agreement. This will enable SBM to increase its focus on fresh ideas and further product development. The partnership with Foundation Outdoor Group will also provide increased distribution of SBM product to a broader audience of consumers and third-party bait resellers.

For more information about Swedish Bait Mechanics and the Foundation Outdoor Group partnership, contact Gary Benney at gbenney@fogeurope.com or 0046 035 35 313.

About Foundation Outdoor Group, Inc.

Foundation Outdoor Group, Inc, stands at the forefront of the fishing industry as the undisputed global leader in fishing rod and tackle crafting components, supplies, equipment, and instruction. With 15 international industry awards, and an extraordinary and diverse portfolio of renowned brands, including Mud Hole Custom Tackle, American Tackle, MHX, Custom Rod Builder (CRB), and ProProducts, Foundation Outdoor Group has established its presence on three continents, offering exceptional products and services to anglers in both direct-to-consumer and business-to-business markets worldwide.  Foundation Outdoor Group’s unwavering commitment to innovation, craftsmanship, and customer satisfaction has revolutionized the fishing experience, catering to enthusiasts of all skill levels, from beginners to seasoned pros.

About Swedish Bait Mechanics

Based in Halmstad Sweden, Swedish Bait Mechanics was established in 2009 with a focus on creating and providing the highest quality baits available – and to give something back to the fishing community. In response to a lack of HNV baits in the market, SBM decided to create something different from the crowd, with a focus on true quality, not just profit. With over 60 years of combined bait making experience, the team at Swedish Bait Mechanics sources the best ingredients, develops and field tests every formula, and makes sure each product is unrivalled before it reaches the customer. Swedish Bait Mechanics prides itself on fresh thinking and fresh products for anglers who demand only the best.

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