angling international magazine - january 2011 - 36

PRODUCED BY TORAY INTERNATIONAL INC.

www. torayfishingline.com [email protected]

EXCLUSIVEINTERVIEWS

Strike Pro, Savage Gear,Boone and Sébile

Essential reading for buyers in the tackle trade

January 2011 Issue 36

, Savage Gear,d Sébile, g

Sébile and Booneg

Online at angling-international.com

LURESSHOWCASE

SPECIAL ISSUENOW

MAILED TO

11,000+BUSINESSES

AROUND THE

WORLD

GROWTH IN USARETAIL SALES

Cabela’s leads theway in angling p26

Essential reading for buyers in the tackle trade

January 2011 Issue 36

ela’s leads thein angling p26

Now online at angling-international.com

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Members should also consider co-exhibiting and sponsorshipin Amsterdam next year, says EFTTA p54

EFTTEX OPENS WAITINGLIST FOR 2011 STAND SPACE

LURESSHOWCASE

SPECIAL ISSUE

NOWMAILED TO

11,000+BUSINESSES

AROUND THE

WORLD

EUROPEANTRADE NEWSTotectors preparesto enter angling

market

Carp Zwolle set forrecord attendance

PLUS

Confident UKboot makerhas newwaterproof

technologyp8

Holland’s leading carp show isexpecting 10,000 visitors p22

Toray lines arrivein EuropeGruppo DP unveils its plans forthe Japanese brand p34

Ultima posts hugesales increaseFocus on carp sector has paiddividends, says line maker p18

INSIDE More than 30 new lures and hooks

from Rapala, Sébile, Strike Pro, Savage Gear,

Carson, Ultimate, Lineaeffe, Solvkroken,

Livetarget Lures, Spro, Delalande,

Mustad, VMC and more

16-PAGE SPECIAL

reading for buyers in the tackle trade No

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Confidennt UKboot maaker

2011 LURESSHOWCASE

January 2011 Angling International 5

MAGAZINE CREDITS

JANUARY 2011

Welcome toAngling Inter-national’s thirdannual LuresSpecial Issue

– the ultimate ‘shop window’ fordistributors and dealers in that sectorlooking out for new products for the2011 season.

Spinners, spoons, jerkbaits,jigheads, floaters, sinkers, poppers,wobblers – you’ll find them all, andmore besides, in our unique sectiondedicated to lures and lure manufac-turers. Plus we take a look inside themarket through exclusive interviewswith sector pacesetters such as SavageGear, Strike Pro, Sébile, TrophyTechnologies and Boone Bait.

They make interesting reading.The importance of filling orders

versus new product development;finding distributors that fit the brand;investment in new technology; thegrowing influence of eco-friendlyproducts; greater emphasis onfield testers over designers; thesignificance of an emerging youngaudience; more demanding consum-ers; and the changes in the modernmarketing platform are just some ofthe key topics debated.

The Lures Special Issue is justone of the ‘specials’ that AnglingInternational has become renownedfor, along with other issues dedicatedto fishing line, carp fishing, fly fish-ing and of course our huge EFTTEXpreview issue, which focuses onthe show for which this magazine isofficial media partner. If you want to

know more about these issues pleasedo not hesitate to give me a call orsend me an email.

But next up is our China FishPreview in our very next issue –February. We’ll be bringing you anunrivalled preview to the big eventand offering commercial packagesprior to Beijing. For furtherinformation contact InternationalCommercial Director Lucie Hentonor, if you are in America or Canada,our new US National SalesManager, Stuart Pavlik by email [email protected] or telephone561 627 2520 direct.

Mel [email protected]

• Publishing editor: Mel Bagnall; [email protected] +44 (0)1733 392 977 • Assistant Editor: Anthony Hawkswell; [email protected]• Editorial director: Rob Carter; [email protected] • Art Director: Keely Docherty-Lee; [email protected]• Designer: Kate Holt • Database Manager: Graham Goor• Colour reproduction: AT Graphics UK Ltd, Peterborough, Cambs UK

Angling International magazine is published by Top Corner Editorial and Design Limited. 4 Milnyard Square, Bakewell Road, Orton Southgate, Peterborough Cambridgeshire,United Kingdom, PE2 6GX • International Commercial Director: Lucie Henton; [email protected]; Tel. +44 7825 999230; Skype. lpetrickova• U.S. National Sales Manager: Stuart Pavlik; [email protected]; Tel. 561-627-2520 direct; Skype. stuart.pavlik

•THANKS THIS ISSUE GO TO: Russ Bassdozer, Andrea Borghi, Bruno Broughton, Alyssa Carolla, Steve Clarkson, Tom Chopin, Angela Coe, Valérie Darnis, Ken Doncaster, Leah Elwell, Graham Goor, JustinHarter, Kate Holt, Jim Hutchinson, Donna Leonard, TL, Rasmus Ovesen, Laura Pugh, Linda Saunders, Cory Schmidt, Mads Skovsgaard, Chuck Smock, Pat Stinson, Joanna Topping, Liz Whatling.●Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.

Benvenuto,BienvenidaBienvenue,Willkommen

Meet the makers of Angling International...

ROB CARTER, EDITORIAL DIRECTORRob began his career writing for and editing specialistconsumer magazines in the UK (including Match foot-ball magazine, Fore! golf magazine and Trout Fisher-man) before being appointed editor-in-chief of Emap’scontractpublishingdepartment.He is a founder directorof Top Corner, the publishers of Angling International.

KEELY DOCHERTY-LEE, ART DIRECTORAs Top Corner’s art director and co-founder, Keely has16 years’ design experience, and a proven record ofproducing successful ad campaigns, brochures anddirect mail. She has worked with many angling clientsand today leads the design team on Angling Interna-tional, managing the editorial production of each issue.

LUCIE HENTON,INTERNATIONAL COMMERCIAL DIRECTORLucie can call upon 11 years’ experience of deliver-ing commercial solutions for angling clients. Czech-born, she is also familiar with other eastern Europeanlanguages. Call her to discuss your advertising andmarketing needs.

MEL BAGNALL, PUBLISHING EDITORMel’s vast experience in the angling industry includessix years as the publisher of UK company Emap’sangling business. He began his career on AnglingTimes where he was reporter, feature writer, subeditor and news editor. He has worked in magazines formore than 39 years.

ANTHONY HAWKSWELL, ASSISTANT EDITORAnthony is an experienced news editor with a strongbackground in angling journalism, having worked asNews Editor on the UK’s leading angling weekly news-paper, Angling Times. His background also includestime spent editing a national business-to-businesstitle in the UK.

STUART PAVLIK, US NATIONAL SALES MANAGERStuart is based in North Palm Beach, Florida where hemanages the accounts of Angling International’s USand Canadian clients. An avid fisherman with advertis-ing experience gained at Florida Sportsman, Stuart hasa strong understanding of worldwide fishing from histenure at IGFA and from extensive travel.

6 Angling International January 2011

I N S I G H T • A N A L Y S I S • T R A D E N E W S

COMMUNIQUÉ

A vice-president at PureFishing has talked ofthe resilience of anglingfollowing news that thecompany has helped its

parent, the Jarden Corporation, to postan 18.5% rise in third quarter sales.

The group’s fishing operations,which includes such household namesas Shakespeare, Abu Garcia, Berkleyand Penn, is one of the largestcontributors to Jarden’s approximate$6 billion of annual sales.

Pure Fishing’s Vice-presidentMarketing for the Americas, David

G. Lund, acknowledged theimportance of its angling armto the company’s fortunes.

He said that its fishing busi-nesses were continuing to

grow year-on-year, adding:“The trends remainstrong and fishingcontinues to performvery well within ourportfolio.

“In our view, fishingis a largely recession-resistant category.Regardless of the current

economic environment,people still want to be outdoors

participating in activities sharedthrough generations that are fun,relaxing and relatively low cost.

“Our belief – and it’s proven to betrue thus far – is that consumers willcontinue to spend in the category ingeneral and in specific brands thatinvest in meaningful new productinnovation.

“Jarden is a diversified consumerproducts company – and while wedon’t break out the exact size of ourfishing operations – it is one of ourlargest categories.”

Lund said that two of the highlights

of the last 12 months for its fishingoperations were the launch of Berkley’sGulp! Carp bait business in Europeand the introduction of the Abu GarciaRevo Neos spinning reel globally.

He said: “Both have got off to astrong start and we expect these to besolid growth products for us in thecoming year.”

The Jarden Corporation, whichemploys over 25,000 worldwide, is aleading provider of products throughits three business segments – BrandedConsumables, Consumer Solutionsand Outdoor Solutions, whichincludes its angling interests.

In the three months to September30th 2010, net sales increased to$1.6bn compared to $1.4bn for thesame period last year. Over the ninemonths of last year, net sales werealso on an upward curve – 15.4% to$4.3bn compared to $3.8bn for theprevious year.

Martin E. Franklin, Chairman andChief Executive Officer of Jarden, saidthat the Outdoor Solutions and Con-sumer Solutions sectors of the organi-sation led the group’s performance.

He said: “Our results once againdemonstrate that Jarden continuesto execute well in the current macro

environment. Overall, organic sales forthe quarter increased more than 7%.Notably, we achieved record segmentearnings as consumers continued toturn to Jarden’s portfolio of leadingbrands and innovative products.

“The business has performedexceptionally well in the year to date,growing in many existing categoriesand leveraging our brands intoadjacent sectors.”

“Based on current trend growthswithin our businesses we believe thatorganic growth will continue in 2011within our 3% to 5% long-term range.

“At the same time we are focusingon enhancing our margins throughcontinuous operational improvementinitiatives, new product introductionsand pricing to partially offset the costincreases experienced in 2010.”

The sector is proving resistant to the recession, saythe parent company of the Pure Fishing brands.

Swedish fly tackle manufacturer Loophas undergone a ‘reconstruction’ aftercashflow problems forced it to seek helpfrom the bank.

The company’s co-founder, ChristerSjoberg, told Angling International thatthe firm had been refinanced and wasnow enjoying ‘business as usual’.

“There has been some turbulence at

Loop which required us to come up witha debt repayment plan. We have receivedagreement with 95% of debtors – werequired just 75% for our package to beaccepted.

“Now that our problems have beenresolved we can look forward to the futurewith confidence,” explained Sjoberg.

“Our order books are looking healthy.

In some countries they have never beenbetter.”

He added that Loop planned tointroduce new lines in 2011, which are tobe boosted by full marketing back-up –something that has been missing in thepast few years.

Loop Tackle has become an iconicbrand globally since it was founded by

Sjoberg and Tony Karpestam in 1979.Its demise would have sent shock-

waves through the industry, but Sjoberginsists there was never any possibility ofthe company going under.

He likened the ‘reconstruction’process to a visit to the dentist, saying:“We needed cleaning up so that we couldbe strong again.”

LOOP‘CONFIDENT’FORTHEFUTUREFOLLOWINGREFINANCEDEAL

JARDEN:‘ANGLINGISDRIVINGOURGROWTH’


COMMUNIQUÉ

ABUGARCIAYOUTHFISHINGSCHEMEHITSTHE30,000MARKAn enterprising initiative from Abu Garcia has helped in-troduce fishing to over 30,000 schoolchildren in Sweden.

The scheme, called ‘Up to 13’, offers youngsters upto that age free fishing tackle hire and a rod licence,enabling them to fish on more than 1,000 waters.

The initiative was introduced three years ago and hashit the 30,000 mark during the last fishing season.

Abu Garcia’s Jan Sjoblom said: “We are delighted by thesuccess of ‘Up to 13’. It is a valuable scheme because itgives both children and accompanying adults the chance

to fish and enjoy the countryside. From our point of view,it is about engaging more people in the sport of fishing.An early interest in fishing tends to set you up for alifetime’s enjoyment of the sport.”

The offer to participants is valid from May to August.

Totectors makes play for anglingmarket with revolutionary boots

“We are venturing into a new market andas new boys we will be taking more care tomake sure every step we take is right. Butwe know the product is right and we havecomplete faith in our ability to deliver.”

Osmany is also supremely confident inthe new OutDry technology, which meetsstringent internationally-recognisedindependent standards.

Although the technology can be licensedby other footwear manufacturers selling inEurope, Totectors has first adopter advantageand already has boots in production.

It is a strong and recognised brand in theUK. And finally, with a wholly-ownedmanufacturing facility in India, it has thecapacity to produce its new boots in highnumbers while also controlling costs.

Left and below: The Amphibians usenew OutDry technology, said to bean improvement on Gore-Tex.

Angling International January 20118

Carp Angling World Championship seeks out sponsors

Totectors MD Sid Osmany:“We are really excited bythe technology behind ourlaunch.”

The organisers of the 2011 Carp Angling WorldChampionship (CAWC) are looking for more spon-sors to join such prestigious names as Hardy & Greys.

The North American-based event, which is takingplace from the week beginning September 23rd, at-tracts more than 300 of the world’s best carp anglersand their families and friends.

The venue for the Championship is the St Law-rence River, in northern New York State, where anglersfrom as far afield as Japan, Russia and Europe will

compete for serious prize-money. The top pay-outcould be as much as $30,000 to the winning pair,with the runners-up collecting a cool $25,000.

More than 100 two-person teams are expected tocompete along a 30-mile course.

The St Lawrence is well known for its hard-fightingcarp in the 30lb to 40lb range, making it a premierdestination for carp anglers.

As well as Hardy & Greys, current sponsors of theevent include St Lawrence County Chamber of Com-

merce, BigCarpTackle.com, Enterpriserent-a-car, St LawrenceExperience and ReubenHeaton.

If you would like toknow more about sponsorshipopportunities on offer, contact the Carp TournamentSeries at PO Box 1502, Bartlesville, Oklahoma,74005-1502 USA. Telephone: +1 918 914 2256.

Legendary UK boot maker Totectorsis entering the angling marketwith a boot range which, it says,boasts new waterproof technologythat is superior to Gore-Tex. The

Amphibian range incorporates OutDry,Italian technology which in company testshas, says Totectors, been proved to keep leather

boots far drierthan bootsthat dependon Gore-Tex,which untilnow has been

the waterprooftechnology ofchoice in theoutdoorsmarket.

Totectorssays the strongyet flexible

Amphibians are ideal for carp anglers in partic-ular, and will be introducing the boots into theUK in February before beginning searching forEuropean distributors in the spring.

Totectors, which is famous for its safety-toework boots, is confident of success in angling,despite being a newcomer to the sector. It willrely on its core strength as an innovator infootwear stretching back more than a centuryand of which safety is just a small part.

Company Managing Director Sid Osmanytold Angling International: “We are reallyexcited about the technology and what itoffers to Britain’s three million-plus anglers.

“It will become the only product on themarket which I believe will offer anglers com-fort, complete waterproofing and breathabilityin a boot without resorting to wellingtons.

”Anglers have been crying out for a productlike this. We have really high hopes for it.”

Totectors is sailing into unchartered watersby targeting the angling market, but Osmanysaid: “We are not worried about entering anew sector. At Totectors we know a thing ortwo about boots. At the moment most of ourproducts go into industry and the workplace,where the technology required is of a higherstandard than the market we are entering.

“In terms of technology this is not a step upfor us, but a step down. That is why we feel soconfident. We can do this easily.


COMMUNIQUÉ

Angling International hasensured that its service to thetrade will be even better followingtwo new appointments to itseditorial and commercial teams.

Anthony Hawkswell, an experienced newsjournalist and business magazine editor, takesup the newly-created role of Assistant Editorand will work alongside Editor Mel Bagnall atthe magazine’s UK offices.

Says Angling International co-owner andEditorial Director Rob Carter: “This is a sig-nificant appointment. We believe we have thebest editor in trade publishing in Mel Bagnall,who has ensured that Angling Internationalconsistently delivers fair and accurate newscontent. Now, by adding Anthony to theteam, we will be able to cover more storiesfrom more companies, and in more depth.

“In the three years since its launch, AnglingInternational has earned a reputation for thehigh quality of its journalism. We feel we haveearned the trust of the angling trade, nowwe want to repay that trust by improving our

EFTTAOFFERSHELPTODISAPPOINTEDEFTTEXAPPLICANTS

monthly news coverage still further. Anthony’sappointment will ensure that happens.”

Anthony’s arrival coincides with theappointment of Stuart Pavlik as AnglingInternational’s new US National SalesManager. Stuart, who is based in offices inNorth Palm Beach, Florida, is responsiblefor managing the accounts of the magazine’scurrent US and Canadian customers and forintroducing new advertisers to the magazineand new marketing opportunities.

International Commercial Director LucieHenton will continue to manage the accountsof all advertisers outside North America.

Added Rob Carter: “We are committed toimproving our service to angling businesses allover the world through a combination ofadvertising opportunities and editorial support.Stuart will be the first point of contact for ourgrowing number of US and Canadiancustomers and Lucie will continue to offerexcellent customer service to our advertisersin Europe, Asia and Australasia.

“These advertisers – both old and new –

Those companies who fear they have missed out onexhibitor space at EFTTEX 2011 in June because theshow has sold out so early have been thrown a lifelineby the organisers.

EFTTA is making disappointed applicants aware ofalternative ways to reach buyers at the show, includinga range of sponsorship opportunities. Companies canalso join an official waiting list to take advantage of anycancellations.

A third option is to consider co-exhibiting with acompany already booked into Amsterdam’s Rai Centre.

The popularity of Amsterdam as a venue with theworldwide trade, plus the abundance of dealers in theregion, has meant that all floor space had been bookedeight months ahead of the show, a situation describedby EFTTA as “unique”.

“We know there are companies desperate still to bethere so we are doing our best to accommodate them insome way,” said EFTTEX Manager Neena Tailor. “We urgepeople to contact us to talk about possibilities.”

EFTTEX is returning to Amsterdam for the first time inten years. For more information on EFTTEX opportuni-ties contact [email protected].

Angling International adds to itseditorial and commercial teams

will now be able to take advantage of theimproved service provided by our editorialteam. I urge all customers to make everyeffort to get in touch with news stories anddetails of new products.

“These new appointments mean AnglingInternational has more capacity than ever topromote your business to the trade.”

● For added exposure for your brands, sendyour news stories and product information tothe Angling International editorial team:[email protected]+44 1733 [email protected]+44 1733 392977● US and Canadian companies seekingnew business opportunities should contactthe US sales office: [email protected];561 627 2520 direct● Companies in Europe, Asia and Australasiashould contact the International CommercialDirector: [email protected];+44 7825 999230


Savage Gear launches new websiteselling branded gadgets and gifts

New Assistant EditorAnthony Hawkswell

Stuart Pavlik joins as USNational Sales Manager,based in Florida

Savage Gear – the well-known predator brand fromSvendsen Sport – has launched a website sellinggadgets made especially for anglers.

Visitors to the online shop can customise anddesign their own products or choose productsdesigned by artist Tommy Kinnerup.

The company says that gearbazaar.com offersfishermen a whole range of fishing souvenirs,

including personalised canvas prints, T-shirts, mugsand mousemats.

It adds that its internet business will appeal toSavage Gear anglers worldwide and that the gadgetsmake ideal presents for family and friends.

For more information on Savage Gear and itsproducts visit www.savage-gear.com and to see thenew website log onto www.gearbazaar.com.


COMMUNIQUÉ

Tubeology, the UK fly fishinginnovator, has added partnersin two more countries to bringits international presence to 19marketplaces. As the company

announced deals in Iceland and Malta, AnnKitchener, who owns the company withhusband Andy, looked ahead to a ‘significant’2011 where targets will include Russia andAmerica.

Aside from Japan, Tubeology’s exposureis focused on Scandinavia and Europe, butthe company intends to change that in thecoming 12 months. “We are actively looking

DICK’SSPORTINGGOODSTODOUBLEITSNETWORKOFSTORESINTHEUSA

at opportunities further afield and 2011 will be asignificant year,” Ann told Angling International.

The latest companies to jump onto theTubeology bandwagon are Gone Fishing, ofHveragerdi, Iceland, and the Pirotta FishingCentre in Malta. Gone Fishing has signed anexclusive distributorship deal after approachingTubeology last year.

Added Ann: “They contacted us thanks tothe marketing initiatives we have been involvedin and the events we have attended. They likedour products and the plans we had for the future.

“For our own part, we were blown away bytheir enthusiasm and passion. It was an ideal fit.

“Gone Fishing will be taking our products todealers across the country. Icelanders love theirangling and we have no doubt they will loveour products.”

Ann said that talks started with CharlesPirotta, owner of the family-run Pirotta FishingCentre, when he visited EFTTEX in Valencialast year. The company is based in Gziro, onthe Maltese coastline, and has a history stretch-ing back over 64 years.

Dick’s Sporting Goods, America’s largest listed sports goods retailer with 437stores in 42 states, has announced plans to more than double its network.

This is despite seeing its third quarter profits fall by 11% as the cost ofshutting down 12 of its underperforming Galaxy Golf stores bit into takings.

For the quarter ending October 30th, Dick’s – for which fishing tacklerepresents a significant business – posted a profit of $16.9m, down from$18.9m as a result of the closures.

However, Edward W Stack, Chairman and CEO, said: “We are increasinglyoptimistic about our future growth opportunities, including the potential tomore than double our network of Dick’s Sporting Goods stores.”

The company, headquartered in New York, reported a sharply improvedperformance in recent quarters, benefitting from the opening of 18 newDick’s stores, the remodelling of 11 and relocation of one. It said that onlineshopping revenue has increased 82.4% from a year ago and sales from storesopened for at least a year have risen by 5.1%. As a result it has also hasupgraded its forecast for fourth quarter profits.

Tubeology looks beyond Europe

Successful partners: Ann Kitchener and husband Andy.

Said Ann: “Charles came to see us becausehe thought our products would be a greatmatch for his customers. Their shops areright on the beach so they will be selling a lotof our sea and fly fishing components.”

Call +44 203 174 3305, email [email protected] or visit www.tubeology.net.


Platypus wins race to distributeArdent products in Australia

Platypus FishingLines has beenappointed thesole distributor forArdent Outdoorsproducts inAustralia – followinga story in AnglingInternational.Platypus ManagingDirector StewartMcPherson revealed

that his company made contact with theUS company after seeing its products adver-tised in the magazine.

He said: “We approached them to see ifthey had representation in Australia and,although they had a few interested parties,

we managed to convince them we coulddo best with their unique cleaning systemand reels.”

McPherson said that initially hiscompany would be concentrating onArdent’s reel care range. He added: “Theunique cleaning system will appeal toanglers who have a few middle to topend reels. They can use these products tomaintain all of them.”

Platypus has already started advertisingin some local magazines and getting theproducts into the hands of trade editorsand writers.● Platypus is looking for Europeandistributors for its products. Interestedparties should contact McPherson [email protected].

MD Stewart McPherson:Delighted to secure deal.


COMMUNIQUÉ

14

The 2nd Guangzhou InternationalFishing Fair – Fish Guangzhou2011 – will be taking place inAsia’s largest exhibition hall. TheChina Import and Export Fair

Pazhou Complex, in Guangzhou, the thirdlargest city in China, will play host to theevent from March 3rd to 5th.

Last year’s event attracted companies in133 booths across 2,500 sqm of the exhibitionhall and attracted the likes of Shimano,Rapala, PrecisionPak and Casini.

An event spokesperson said: “Fish Guangzhou2011 is dedicated to creating the mostinfluential fishing tackle trade platform in Asia.The mission of our event is to help thousandsof foreign enterprises to develop in China andfor domestic businesses to explore overseasopportunities.

“Fish Guangzhou 2011 will be encourag-ing international exchange programmesand co-operation between overseas andChinese companies to promote the develop-

ment of the global fishing tackle industry.”The show is expected to appeal to all levels

of agents, dealers, importers, exporters anddistributors of fishing tackle as well large-scalefishing organisations and chainstore retailers. Itis run alongside the World Fishing Conference2011 where industry experts will be discussingindustry trends and standards.

The event will also feature the 1st InternationalCasting Tournament in which experts will becompeting in flycasting and lure castingdisciplines. The competition is also open tovisitors. On the first day the doors open at10am and close at 5pm, with theevent starting at 9am and finishingat 5pm on day two. On the thirdand last day it opens at 9am andcloses at 2pm.

Fish Guangzhou is organized byGuangzhou Grandeur (Hong Wei)Exhibition Services: +86 20 28314758; [email protected];www.guangzhoufish.com.


Fish Guangzhou widens appeal

open at

Main image and insets: the show isdesigned to attract trade figures as wellas buyers from the retail sector.


COMMUNIQUÉ

16

Italy’s growing number of spe-cialist anglers will be descendingon the country’s biggest carpshow next month. Carp Italywill open its doors for the 13thtime on February 5th and6th at the Fiera Millenaria, inGonzaga in north west Italy’sLombardy region.

Last year the show attracted75 exhibitors and, despitethe country being gripped bya severe financial downturn,organisers expect a similarnumber this time round.

Visitor numbers increased by

around 10% to nearly 12,000last year to establish the eventas one of the biggest annualexhibitions of carp and catfishing in Europe.

Carp Italy predominantlyattracts exhibitors from thehost nation, although topmanufacturers like Nash Tackleand Fox International add amore global flavour.

The doors open at 8.30amand close at 6pm on bothdays. For more informationcall the Carp Italy infoline on+39 037658098.


Carp Italy todefyrecession

Gordon Robertson, VicePresident of the ASA.

Germany’s popular consumerfair for hunters and anglers, Jagd& Hund, is going ‘al fresco’. Aswell as running its annual eventat Messe Westfalenhallen inDortmund from February 1st to6th this year, the organisers arestaging an outdoor show in July.

Jagd & Hund Open Air takesplace from July 1st to 3rd atEggeringhausen Castle, in Anro-chte/Mellrich, Germany, and fol-lows the success of the ‘motherexhibition’, which celebrates its30th anniversary this year.

Stefan Baumann, ManagingDirector of Messe Westfalenhal-len, said: “The new outdoorexhibition allows exhibitorsto showcase their fishing andhunting-related goods in exactly

the environment for which theywere intended.

“The fields, streams and lakesprovide the optimal backdropfor an open air show.”

Next month’s Jagd & Hundhas already surpassed last year’sexhibitor numbers. The anglingpart of the show is housed inHall 5 where there is a large lakehabitat and aquarium.

There will also be numerousdemonstrations and talks ondifferent fishing techniquesalongside the stands of exhibitors.

Open to both the public andtrade, the show takes place from10am to 6pm on each of its sixdays. For more information onthe event, visit the website atwww.westfalenhalle.de.

Jagd & Hund fair addssecond outdoor event


COMMUNIQUÉ

18

Ultima posts huge sales increase

Ultima, the UK line maker, has posteda recession-busting 31% rise in salesover the last year, but its ManagingDirector Henry Aitken has admit-ted: “We are bucking the trend.”

The company has defied the world economic crisisin revealing the huge increase for the year endedSeptember 30th 2010.

Aitken said Ultima was reaping the rewards of amarketing and promotional campaign implementedthree years ago. But he added: “It is hard out there.General trading conditions are not easy.” Aitkenvoiced particular concerns over the future of hishome market and added: “I have genuine fears forthe trade in the UK.

“When a big name like Bennetts of Sheffieldcollapses you have to be worried. I can see othercompanies going out of business in the next year orso. I would not be surprised to see anyone go.

“In the UK we have around 1,250 retail customersand we lose one or two a month. That trend,unfortunately, will continue.

“There has been a fundamental sea change in theangling market and the downward trend in matchand pleasure fishing is going to impact heavily on theindustry. These sectors have beendeclining for 20 years.

“Young people are notcoming into the sport,”he added, “and the age

profile of the regular angler is getting older by the day.“It is a worrying trend. The match circuit is not what

it was. It has almost disappeared completely in thesouth of England and elsewhere competitions thatused to attract a 100 or so anglers are lucky now toget 20 or 30.”

Aitken said that the downward spiral became clearlong ago and was one of the factors which influencedUltima’s change of focus to the buoyant carp sector.

He said: “Carp fishing has been good for us andwhat we have done in the UK has been replicated inHolland, Belgium and eastern Europe.”

The company’s sponsorship of the World CarpClassic has been pivotal to Ultima’s expansion intothe emerging eastern European market.

Aitken said: “The event – plus our high profileteam of anglers – has raised the awareness of Ultimatremendously.

“Now we are expanding into the carp marketsof Italy and Germany and further afield we haveestablished bases in Australia, New Zealand andSouth Africa. In Australia we have just renegotiated anexpanded range.”

The company also made its first foray into theAmerican market last year when it opened up anoffice in Corpus Christi, Texas, and it is now startingto recruit agents to work alongside and attractindependent retailers.

Eventually, Aitken revealed, Ultima will belooking to attract the country’s mega-retailers,including the likes of Cabela’s and Bass Pro. But heconceded: “It will be a slow evolution and will be

done step by step. It is a complicatedmarket, but we feel confident thatUltima can make an impact outthere because the competition is

limited.“The market is dominated

by Berkley, which is far andaway the number one,

but after that the onlyother major players are

the likes of Sufix andPowerPro.

“Our specialist and unique products will give usan entry point into the market and from there we willintroduce our complete range.”

Aitken revealed that over the next five years Ultimawould be concentrating on the internet to grow itssales worldwide. He said: “We have introduced along-term internet marketing plan.

“We can only grow markets globally through theinternet. Other more traditional ways of breaking newground are not sustainable.

“We are looking to launch satellite sites aroundthe world. We already have them up and running incountries like America, Australia and Holland and weare currently building ones for New Zealand, SouthAfrica, Italy and Germany. Plans are also afoot to dothe same in Spain and France.

“By linking up with local markets we will be able toincrease the awareness of our brands and then backthat up with a media marketing and promotionalcampaigns.”

While the company has an ambitious long-termplan in place, Aitken expects a tough year in 2011,although he is confident that Ultima can repeat lastyear’s successful performance.

Smart strategist:MD Henry Aitkenhas targeted theEuropean carpsector for growth.

Henry Aitken has called for government legislation tohelp stamp out the inaccurate labelling of fishing lines.

Speaking about the EFTTA Line Charter, launched toeradicate the misleading practice, Aitken said the initia-tive would not get rid of the problem because it “has nosanctions and no teeth”.

Aitken, who was involved in discussions about falseclaims on line products a decade ago and who fiveyears later wrote a 60-page report on the issue, said:“The industry is up against people who are blatantlymisleading the consumer for their own personal gain,but until government legislation is introduced they willkeep getting away with it.

“The EFTTA Line Charter has no affect on the law-breakers and does not mean anything to the end user.”

But in an open letter to EFTTA members at thelaunch of the Line Charter campaign, EFTTA PresidentPierangelo Zanetta said the Association should resistgovernment intervention. He wrote: “By doing this(mislabelling line packaging), we risk having rulesimposed by the authorities without consultation.They could impose zero tolerances, which would makeselling line impossible.”

And Association CEO Jean-Claude Bel maintains thatthe growing number of companies joining the charteris increasing pressure on those who have not yet doneso, insisting that EFTTA will not cease in its efforts toexpose “line cheats”.●New line charter logo revealed – see page 55.


Aitken: “Line Charter will notwork without legislation”


COMMUNIQUÉ

20

ust days after a plan to ban lead infishing tackle was thrown out, theAmerican tackle industry receivedanother boost when three attemptsto increase commercial fishingquotas for striped bass in Atlanticcoastal waters were rejected. The

Atlantic States Marine Fisheries Commission(ASMFC), which represents 15 coastal states

from Maine to Florida,voted to keep the cur-rent commercial andrecreational harvest asit is for the next twoyears.

Earlier this year theASMFC announceda management planfor striped bass whichincluded relaxing fish-ing restrictions, raisingthe quota by 50%.However, at a meetinglast month the boardvoted to reject theincrease. Subsequentattempts to reduce itby 30% and then 10%also failed.

The vote comesamid concerns

For Fishing adds demo pool

about the striped bass population which ispredicted to decline steadily over the nextfew years.

Vice-president of the American Sportfish-ing Association (ASA) Gordon Robertsonwelcomed the decision. He said: “The sport-fishing industry applauds the commission’sdecision. After months of deliberation, statemanagers have voted on the side of soundscience and conservation, protecting thisimportant fishery from over-harvesting and apotential repeat of the collapse of striped bassstocks in the 1980s.”

In 2007 President George W Bush de-clared gamefish status for striped bass andbarred commercial fishing for the species infederal waters. Despite that status, stripedbass have become subject to significantpoaching, coupled with a record decline inthe numbers of menhaden – an importantprey species for striped bass.

Robertson added: “The proposal toincrease quotas shocked and angeredanglers from the outset. Atlantic striped bassstocks are being threatened on several dif-ferent fronts – in addition to illegal fishing,more than 70% of stocks are infected withthe deadly disease, mycobacteriosis, in theChesapeake Bay, the stock’s primaryspawning ground.

“Any increase in commercial fishing


J

A product-demonstration pool will takecentre stage at For Fishing – billed as the larg-est exhibition for anglers and the industry ineastern Europe.

The festival, which was launched last year,takes place from March 24th to 27th at theLetnany Exhibition Centre in Prague, CzechRepublic.

Exhibition creator and director MartinChmelik said that the introduction of the16x9m pool gives the festival a unique appeal.

He told Angling International: “We will beable to offer exhibitors the chance to showoff their products in a working environment– something that has never taken place ata fishing show in Europe. It will make ourfestival unique.

“We will be testing products, includingrods, reels, wobblers, float suits, inflatableboats, motors and boilies.”

The demonstrations will also be screened

live on a large television screen.The show was set up by Chmelik

with the support of the Czech AnglersUnion and proved popular last year.Its success has been founded on itsability to appeal not only to the tradebut also to ordinary fishermen andtheir families.

Chmelik said that he hoped morethan 30,000 people would attend thethree-day event and that he expected toattract over 100 exhibitors representingaround 250 brands.

“For the business-to-business intereststhere will be company presentations andforums, while international anglers, includingLeon Hoogendijk, Ray Dale Smith and MaxNollert, will be popular draws for visitingfishermen.”

For more information on the show contactMartin Chmelik at [email protected].

Striped bass restrictions upheld

Gordon Robertson: “Weapplaud the decision.”

Vindicated: RFA ExecutiveDirector Jim Donofrio.

pressure in state waters could lead to acollapse for the economically andrecreationally important fishery.”

Jim Donofrio, Executive Director of theRecreational Fishing Alliance (RFA), addedhis support to the ASFMC decision.

He commented: “We said all along thatthere was no need for any increase in eitherthe commercial or recreational sector – notwhen there are so many questions withregard to the illegal and unreportedharvest we know is taking placein federal waters.”

RFA Managing DirectorJim Hutchinson Jr witha striped bass.

s


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COMMUNIQUÉ


T he Carp Zwolle show hassold out earlier than everbefore in its 16-year his-tory. And the organisersare also looking to break

the 10,000 visitor barrier for the firsttime when the event opens its doorsnext month.

“We lost a couple of dealers buthave been able to replace them withmanufacturers and wholesalers, whichis something really special and makes

the show even stronger,” organiserMick Paine told Angling International.“This is five to six weeks earlier thanwe would normally sell out.”

With around 97 exhibitors signedup for the weekend of February 5thand 6th, the show is now hoping tobreak attendance records as well. Itcame tantalisingly close last year when

9,500 visitors came through the doorsof the Ijsselhallen complex in theDutch city of Zwolle for the biggestevent so far.

“It would be terrific if we couldattract 10,000 this time round,” addedPaine. “I thought we might do it lastyear when we got 5,200 in on thefirst day, but it was not to be. But it isdefinitely achievable this year.”

The show has come a long waysince its inception in 1993 when itattracted 18 exhibitors and 2,100visitors.

The headline act making a welcomere-appearance after a five-year absenceis Daiwa UK. Paine said: “With Daiwahere we have all the major names inthe carp industry. Companies haverealised that they just cannot affordnot to be here.”

The show will this year be officiallyknown as Carp Zwolle after beingknown as the Dutch Carp FishingShow since its launch. Paine ex-plained: “I was not going to do it fora couple of years. But then there wasan unfounded rumour that the hallsin Zwolle were going to be knockeddown. This helps refute that and alsoshows our intent to stay where we areand grow on our success.”

For further information [email protected].

Carp Zwollesells out early

Chasing records: Carp Zwolle organiser Mick Paine.

Full floor: the show has grown so that 10,000 visitors is a real possibility this year.


COMMUNIQUÉ

24

UK trade show Tackle & Gunsis hailing its latest event as themost international to date. Theorganisers report that morethan 30 countries were repre-

sented by both exhibitors and visitors and saythat the show is “now being hailed as a trulyinternational trade event.”

The show says that it hosted 136 exhibi-tors, and more than 700 retail outlets attend-ed over two days at Stoneleigh, Warwickshire.The international presence contributed towhat the organisers claim is a recordattendance for the event, which was launchedin 2000 and is, they say, becoming moreinternational each year.

UK business Tubeology was among thoseexhibitors to enjoy a successful show. “Wedid see more international visitors this year,”said co-owner Ann Kitchener. “In fact withina few minutes of each other we had our Irish,French, Ukrainian and Czech distributorseating cake and drinking champagne on ourstand!”

Leeda Marketing Manager Nic Brownbelieves this year’s Tackle & Guns was hiscompany’s most successful yet. “We didspeak with a number of European distribu-tors and retailers this year, certainly more

STRIKEPROTODISTRIBUTESKIPPYFISHLURES

than last year. I guess the Euro rate is havingan impact,” he said.

Shaun Stenton, Managing Director of UltraFloats, told Angling International: “Therewere definitely European visitors around theshow. The weak pound is good for Britishmanufacturers and the Europeans are takingfull advantage, though there’s more to itthan price. We found some key accounts andpicked up a key distributor in the Beneluxregion. I’m left feeling upbeat.”

Gregg Holloway of Hopkins and Hollowaydidn’t take a stand last year but reporteda good show this year. “I think we will fol-low the lead of some other companies andexhibit every other year,” he said. “Yes, therewere a few more international visitors, bothexhibiting and visiting, but it is still mainly adomestic show.”

Richard Sanderson, Managing Director,Hardy & Greys, said: “We had a brilliantshow. Very similar to what we experienced atIFTD. It was down to new product we havein the carp and coarse markets. The highlightwas the Prodigy carp range, the response towhich was fantastic. It’s been a tough year forthe trade but you can’t sit back – you have toredouble your efforts and energy.

“More international? Yes, no question. It is


UK trade: Tackle & Guns Shownow ‘clearly more international’

Shaun Stenton of UltraFloats picked up a newdeal for Benelux.

driven primarily by the UK being the centreof global activity for carp fishing. The interna-tional presence was from continental Europerather than the US or Asia.”

The organisers of T&G launched aninternational trade show in Amsterdam in2009 in opposition to EFTTEX, but it failedto attract large numbers of retailers and wascancelled the following year after failing tosecure enough exhibitors. They now appearto see Tackle & Guns as their best option forbuilding an international event.

However, Sanderson repudiated sugges-tions that the show might be a growingthreat to EFTTEX. “They are two completelydifferent shows. EFTTEX is primarily forinternational distributors and dealers who areable to go when the show is in their regionalmarket,” he explained.

“What exhibitors show at Stoneleigh isquite minimal in the context of their wholerange and very down-weighted compared tothe presence they have at EFTTEX. The showdoesn’t have an international presence in thatsense. Shimano didn’t exhibit at T&G andPure Fishing had a very small presence.

“EFTTEX is a unique showcase opportu-nity. EFTTEX and ICAST are the two showsof global significance.”

CWC/Strike Pro Europe has struck up a working partnership withSkippyFish Bait Company of the USA. It has signed a contractto become the sole agent and distributor for SkippyFish lures inSweden, Finland, Denmark and Norway.

Lou Consoli (left), owner of SkippyFish, said: “Leif Collin, fromStrike Pro, approached us at ICAST last year and said he was veryinterested in marketing our lures.

“He told us he liked the ‘uniqueness’ of the product and that hetogether with some members of his pro staff team had fished with

Skippyfish lures and been very successful with them on the water.“I liked the aggressive marketing plans the company had in place

for the products and I am convinced they will do well there.“In Scandinavia they do a lot of vertical jigging for zander and

the profile, look and feel of our lures is a wonderful presentation forthat type of fishing.

“Already anglers over there are enjoying success with Skippyfishproducts and the company has just shipped out a largeconsignment of lures to Scandinavia.”

Hardy & Greys MD RichardSanderson saw signs of amore international show.

eN International launches catalogue of its lure rangeThe latest catalogue from lure companyeN International is packed with productsthat combine Japanese quality with theefficiency of Chinese production andservice. The result, says the Hong Kongfirm, is a revolution in the world of luremanufacture, with a wide a range of pre-mium quality lures at affordable prices.

Following exhaustive research intothe workings of Japanese factories, thecompany’s Usami brand has incorpo-rated Japanese moulds and paintswith American plastics and French andJapanese hooks in their productionprocesses, under a stringent qualitycontrol regime.

“Our mission is to occupy a competi-tive retail price position in the marketthat allows more and more anglers toenjoy fishing with high quality lures,”says Lydia Leite. “Our advertisementin Angling International is sourcing dis-tributors for us and we are talking withbusinesses from all over the world.”

Usami provides OEM, ODM and OBMservices and is looking to appointdistributors worldwide. The catalogueis now available online, with a printedversion being released in February 2011.For further information onthe companycontact [email protected] orvisit www.usamilure.co.jp.


COMMUNIQUÉ

A s the US basked in its latest better-than-expected sales figures, threeof the country’s giant store chainsreturned more than encouraging thirdquarter results. Retail expenditure

across the country for November showed a 6% risefor the month – considerably better than analystestimates of 3.7%.

Cabela’s, Big 5 Sporting Goods and Hibbett Sports– all major sellers of fishing tackle – backed upevidence of confidence in the economy slowlyrecovering by delivering increased sales figures.

Cabela’s, headquartered in Sidney, Nebraska, ledthe quartet with a 15% upsurge in operating incometo $36.6 million compared to $31.9 million in thethird quarter of 2009.

Northland uses digital imaging technology tocreate its most ultra-realistic lures to date

Its Chief Executive Officer, Tommy Millner, said:“In the third quarter we were very pleased with thesignificant improvements in gross and operatingmargins.”

Cabela’s is the largest direct marketer in the worldand Millner said that as a result of its improvedprofitability it has been able to make additionalinvestment in that side of the business.

He added: “We mailed additional catalogues andincreased circulation, further building our marketposition and heightening our brand awareness andloyalty.

“In our retail stores, in preparation for the holidayseason, we hired additional employees to ensure webuilt on our industry-leading customer services.

“This is the sixth consecutive quarter of improve-ment in retail segment profitability,”said Millner, who added that he wasconfident Cabela’s could deliverdouble-digit growth for the currentfinancial year.

More customers meant more netsales for Big 5 Sporting Goods, whichcounts angling as a significant partof its business. The company, whichis based in El Segundo, California,reported that net sales increased to$231.8 million compared to $231.6million for the third quarter of 2009.

For the 39 weeks ended October3rd 2010, nets sales were up to

Minnesota company Northland FishingTackle has adopted cloning techniquesto design its latest range of lures. Usingadvanced digital-imaging technology toreplicate live preyfish to perfection, it haslaunched an entirely new range of ultra-realistic lures, known as Live-Forage Baits.

The range is said to match the baitfishhatch and mimic ‘young of the year’ min-

now fry to fool even the most elusive andwary predators.

“The Live-Forage Baits are the culmina-tion of two years of intensive research,design and testing and the use of digital-imaging technology,” said pro angler andlure designer John Peterson.

“Due to these technological advances,we are delighted to offer anglers the op-

portunity to fish this new replica series oflifelike, natural ‘high definition’ lures.”

The emerging line-up of Live Forage baitsinclude the Fish Fry Minnow Jig, the FishFry Minnow Spoon, Fish Fry Minnow Trapand the Moxie Minnow.

For further information call +1 218 7516723, email [email protected] visit www.northlandtackle.com.

Cabela’s leads US retail recovery


NUMBER CRUNCHERThird quarter figures at a glance.CABELA’S• Operating income up 15% to $36.6m ($31.9m 2009)• Operating margins up to 5.7% (5.1% 2009)• Net income up 5% to $19.7m ($18.8m 2009)• Retail store revenue up 6% to $369m• Like-for-like store sales up 2.4%

BIG 5 SPORTING GOODS• Net sales up to $231.8m ($231.6m 2009)• Like-for-like store sales up 2%• Gross profit down to $77.4m ($78.5m 2009) *• Net sales for 39 weeks to October 3rd 2010 up to $670.1m($657.9m 2009)• Like-for-like sales for 39 weeks to October 3rd, 2010 up 1.3%

* Due to calendar shift to a 52-week fiscal year in 2010 from53-week fiscal year in 2009.

Blue skies ahead: Cabela’s believes double-digit growth is possible this financial year.

$670.1 million compared to $657.9 million for thesame period in 2009.

“The third quarter represented another solidfinancial performance,” said Steven G. Miller, thecompany Chairman, President and Chief Executive.“We produced positive same store sales over eachmonth of the period and benefited from increasedcustomer traffic.”

During the quarter, the company opened threenew stores to bring its portfolio to 391 retail outlets.In the fourth quarter it expects to open another fourand relocate three.● Dick’s Sporting Goods to double network – page 12.


S P E C I A L F E A T U R E

“You can’t design a topselling lure if you arenot a real fisherman”Why does Patrick Sébile spend so much time fishing? Because the age of thedesigner lure is over, he says. “Today, anglers will only buy products that work.”

COMPANIES YOU NEED TO KNOW ABOUT...

Few lure companies in the world aremore admired for their innovativequalities than Sébile. Founded byinventive Frenchman Patrick Sébile,the company has rapidly built a global

business, headquartered in the US, and made ahabit of winning major awards for its products.This year alone, Sébile has captured an amazingeight top accolades at worldwide shows.

So what is it that has made the brand so popularworldwide? For Patrick Sébile himself there is nomystery. Meeting customer needs is at the heart ofthe Sébile philosophy – and he has a warning for

“I design my lures to solvespecific problems. That’swhy Sébile has had such animpact in just five years.”

what he believes is a changing tackle industry.“The market where you were simply able to sell a

product by saying it is new or ingenious for its ownsake; that market is dying,” he says. “There is a majoreconomic slowdown right now and anglers arebecoming more educated. They don’t want to andcan no longer afford to buy tackle that they’ll tryonce or twice, only for it to prove disappointingand sit unused in the bottom of their tackle box.

“Anglers want products that work. That’s whygood tackle companies are not hiring designersbut hiring people who have a deep knowledge ofthe fishing world. It helps with the company’s


WHAT ELSE DOES IT TAKE TO WIN IN THE LURES MARKET? See p38

SEBILE’S SIX OF THE BEST FOR 2011

Want to talk to Sébile?Here’s how to find them...Tel: +1 325 437 8103 Email: [email protected]: www.sebile.com

VibratoNot a traditional jig and not a

spoon, the Vibrato is a design uniqueunto itself. Many people have quit thejigging scene because it is so tiringfishing with jigs of 4oz or more, butfishing with the Vibrato is effortless.Available in sizes from 14g to 300g, itemits powerful vibrations with eventhe smallest movement of the rodtip and there is constant action onthe fall. It is incredible for bottom-bouncing for zander and walleye andperfect for ice fishing. A hook on bothends doubles the chances of hookinga fish and it can be cast and retrievedlike a crankbait and even trolled.

Flatt Shad Snagless“This lure enables the angler

to cast into any kind of brush, rocksor other snags,” says Patrick Sébile.“Most lures will have problems in softstringy vegetation, but the Flatt ShadSnagless is the only hard bait I knowthat comes through every otherkind of snaggy situation. It can evenbe used as a flipping jig, a popularmethod in the US, and for catchingbass in Spain. It’s incredible.”

A.T. WormAvailable in floating and sink-

ing models and three sizes, this isthe ‘go to’ worm for any situation. Theunique design – a hollow body withslots under the belly and in the nose– allows the angler to use any kindof typical rigging as well as a fewspecialist rigging techniques. SaysSébile: “Dealers in Europe and Russiashould note that it’s perfect forrigging with one hook in the tail witha jig head at the front for vertical jig-ging for zander. We sell a lot in theseregions for that reason. Using the A.T.Worm with Sebile’s Soft WeightSystem is very good for pike andother predators in shallow water.”

Crankster SR Shallow RunnerThe Crankster SR50 and 65

are shallow-running cranks that castreally long distances very accurately,thanks to the free-moving tungstenbead inside.Says Sébile: “I have de-signed the lip angle to keep the baitjust below the surface down to half ametre deep. The specific depth canbe fine-tuned at different retrievespeeds. It is especially useful for theshore angler because it casts so far,

floats when paused, and rides overor deflects off most snags.”

Shallow Spoon“The age-old problem with

a small lure is often that it doesnot cast well and doesn’t have astrong enough hook to hold big fish,”explains Sébile. “My solution is theShallow Spoon, which can swim justunder the surface or in shallow waterand has a wonderful rocking actionwhen fished on the drop in deeperwater. More than just a lure, it is awonderful jig head when used witha supple soft plastic or natural baitlike a shiner, worm or strip of squid orpork rind.”

Flats Jighead“This is my solution for fish-

ing shallow flats where the problemis using a light jig head with pinpointaccuracy, even though it maybereally windy. The flat front face cre-ates a lot of water resistance to slowthe sink rate and provides lift on theretrieve, which means you can usea heavier than usual jig for longercasting yet keep it off the bottom.The lure has a high centre of gravitythat imparts an unstable alluringmovement. The hook is 20% strongerthan on any comparable jig becauseordinary hooks can fail when usingbraid and hooking big, powerful fish.”

credibility and I believe we at Sébile are crediblebecause we speak from real knowledge, becausewe are real fishermen, and know how to create theright lures for specific situations around the world.

“The time when it was possible to sell some-thing just because it was shaped like a fish with ahook on it and painted a fancy colour is gone. Theshopkeeper has to sell something that is reallygenuine if he wants to survive. Hehas to safeguard the customerrelationship and meet hiscustomers’ needs. He can nolonger sell something whichis not bona fide. That marketis gone, and I don’t see it evercoming back.

“Only the best will stay alive. It will no longerbe good for companies to make cheap and forshopkeepers to sell cheap. The customer today willreject entire brands and will stop shopping wherehis purchases prove disappointing, but he will stayloyal to the brands and shops that offer somethingthat is really genuine, and that’s where Sébileproducts can help the shopkeeper.”

Staying in touch with fish and fishermen is acrucial part of the Sébile development process. Andwhile Patrick Sébile is the envy of anglers the worldover for his constant travels to some of the planet’sbest waters, he insists that only by personallyencountering and resolving real fishing situationsand problems can he create products that actuallywork for the consumer.

“The key point of the innovation process is notto innovate for its own sake, but to create a solutionfor a particular need,” he continued. “Every time Idesign a lure the idea comes to me in different ways– but there is always a clear goal in my mind.

“It could be something to help fishing in a spe-cific situation. For example, finding a solution fora hardbait to go through trees in the water. In thiscase, we found the Flatt Shad Snagless does thatbest of all, with very little risk of snagging. In mymind it offers a revolution in hardbaits.

“At other times, the creative force will be drivenby the need to improve a technique. For example,many topwater stick baits need to be worked fast.I’ve watched baitfish around the world when theyare right on top of the water and they move veryslowly when not being chased. Members of the seaherring or menhaden family, such as the bonga offAfrica, exemplify this behaviour.

“So that’s why I wanted a topwater stick baitthat can move a lot of water when worked slow.That’s what drove me to create the specific shapeof the Bonga Minnow, with its uncommonly bighead and thin tapered tail.

“Research and innovation is essential but it ismost effective when combined with a clear goal forthe lure designer to focus on. I believe deeply thatdesigning my lures to meet these specific goals isa big part of why the Sébile brand has had such animpact since we launched five years ago.”

The new Vibrato jig. Fishing with it iseffortless, says Patrick Sébile.

1

2

3

4

5

6

Left: the Flatt Shad Snagless.Right: A.T. Worms.



RESEARCH FIRM:‘OURSURVEYS CAN HELPYOU BREAK INTO USA’For 20 years Southwick Associates has been helping US tackle companies refinetheir sales strategies by supplying them with valuable market research. Now itis targeting international businesses with the same service. “We can help themsucceed in the US market,” says confident owner Rob Southwick.


Southwick Associates’ service is nothing if notcomprehensive. The Florida-based company canhelp companies outside of the US understand anyof the following:● The size and characteristics of specific niches in

the US market.● The market share for brands already in the US

market.● How much customers typically spend per

purchase of a specific product.● The percentage of sales by type of retail stores,

per product category.● The types of product used by type of fishing (by

species, freshwater vs saltwater and by region).● The combinations of features and prices that

would help companies maximise their US sales.● The media (traditional and online) used by US

anglers to learn about new products or newfishing opportunities.

● US market trends that will help or hinder sales.

And it doesn’t stop there. Southwick explains thatSouthwick Associates helps both long establishedand new businesses to identify their own marketshare and produces intelligence to help them betterunderstand who their customers are, to identifytheir competitors’ customers and to better identifynew market and product opportunities.

“We can also do research work to indicate if newproduct ideas will be accepted by American anglersin which part of the market and if the pricing isright,” he adds.

Southwick Associates’ credentials are supported byan impressive list of US fishing tackle companies thatincludes Pure Fishing, Plano and Shimano. It alsohas a long business relationship with the AmericanSportfishing Association, whose member companiesenjoy a 15% discount on all the company’s services.

Angling maybe a matureindustry, withmany brandshaving a long

and distinguished history ofmeeting consumer needs, butwhen it comes to market re-search information, the globalindustry is widely regarded asbeing seriously under-served.

Much of the intelligence available today is either tooshallow, out of date, not sufficiently targeted to beof any real use or simply based on a response levelthat is not large enough to be representative.

And while many companies will of course con-duct their own studies to assist product develop-ment or will analyse competitor performance, goodprofessionally-conducted research remains a rareresource.

Or at least it did. That situation is rapidly chang-ing with the continued emergence of SouthwickAssociates, a US company whose mission is toserve private fishing and hunting companies,

fisheries and wildlife management agencies andsportsman’s organisations.

Established 20 years ago, Southwick Associateshas become a vital part of the fabric of the US indus-try. It tracks monthly changes in angler participa-tion and purchases and supplies information thatcustomers can use to understand trends, developproducts and form market strategies.

The company’s comprehensive data covers bothfreshwater and saltwater fishing, and it has this yearpublished its first mid-year fly fishing market sum-mary, with the end-of-year report due out soon.

And now it is ready to offer its services and exper-tise further afield, assisting overseas companies inestablishing and/or growing their business in the US.

“We have been mistakenly perceived in somequarters as a numbers factory, but that is just aby-product of what we really do,” explains ownerRob Southwick, himself a keen angler.

“What we actually do is specialise in explainingthe business trends, patterns and economics relatedto sport fishing, hunting and outdoor recreation inthe United States.

“We’ve also done a large amount of work withThe Billfish Foundation helping other countriesidentify how to increase tourism from NorthAmerican anglers and have worked on how toincrease imports and exports of fishing and boatingsupplies to and from the US market.

“We are well positioned to help angling compa-nies outside of the US to understand the US marketand to advise on how to market their products.”

Rob Southwick: “We arewell positioned to helpangling comp

By state, the percentage of anglers that responded to theSeptember survey by Southwick Associates (see opposite).

“We specialise in explainingthe business trends and theeconomics related to sportfishing in the USA.”


WHAT ARE THE BEST NEW LURES FOR 2011? See p37

A TYPICAL MONTHLY REPORT COMPILED BY SOUTHWICK ASSOCIATES

?Want to talk to Southwick Associates?Here’s how to find them...Tel: +1 904 277 9765 Fax: +1 904 261 1145 Email: [email protected]: www.SouthwickAssociates.com www.AnglerSurvey.com

Over half of all the anglers who bought tackle in the USAduring the month of September 2010 bought lures,according to AnglerSurvey.com, the monthly reportfrom Southwick Associates.

Lures were bought by 58.4% of the anglers whoresponded to the survey, which represented a 0.1%increase on the same period last year. During 2010so far, Southwick said that 61.1% of anglers purchasedlures.

The figures are compiled from responses by theAnglerSurvey.com’s online consumer panel. They includepurchases of more than one tackle item by anglers.

Of those anglers that bought lures, 51% said theypurchased soft baits with Zoom the top brand –accounting for purchases made by 16% of the anglers.Strike King took 19% of the hard bait market and also

topped the spinner bait sales with 45% for the month.The second most popular category during September

was terminal tackle, which was bought by 40.3% ofanglers. Coincidentally, the figure is exactly the same –40.3% – for the year to date.

In third place in the buying stakes came, unsurpris-

ingly, fishing line – not including fly line – which waspurchased by 20.5% of anglers during the month – downfrom 31.8% for the same period last year.

The most popular freshwater species targeted inSeptember were largemouth or spotted bass with overhalf – 50.8% –of respondents fishing for the species,although this was 7% down on last year. Carp, steelhead,salmon and trout are among those species more soughtafter than last year.

Redfish, red drum and channel bass were thefavourite quarry for saltwater anglers (24.8%).

Freshwater fishing proved the most popular in theUSA with 55% of anglers taking part, while 14% wereinvolved in saltwater activities.

The preferred method of both freshwater(77%)and saltwater (68%) fishing was with artificial baits.

Lures were the mostpopular tackle items inSeptember.

The percentage of US anglers that bought different items of tackle in September 2009 and 2010

*Responses are based on multiple tacklepurchases by anglers, which means thetotal can exceed 100%

The preferences of anglers who bought fishing lures in September 2009 and 2010

HARD BAIT42.9% Sept 2010

40.2% Sept 2009

SOFT BAIT51.1% Sept 2010

45.1% Sept 2009

SPINNER BAIT29.5% Sept 2010

17% Sept 2009

DOUGH BAIT5.5% Sept 2010

3.2% Sept 2009

JIG27.7% Sept 2010

15.7% Sept 2009

OTHER6.8% Sept 2010

5.5% Sept 2009

■Sept 2010■Sept 2009

(tackle box, landing nets, bait buckets, aerators, cast nets, scales, grips,measuring devices, knives, hook sharpeners, removers, pliers, stringers)

Fishing apparel ..............................................................................

Combo (Rod/Reel) ............................................................................

Fishing electronics (GPS, sonar, fish finders) ...............................

Fly fishing tackle ..........................................................................

Ice fishing equipment .................................................................

Fishing line – not fly fishing ......................................................

Lure – not fly fishing ...................................................................

Reel – not fly fishing ....................................................................

Rod – not fly fishing ....................................................................

Terminal tackle (hook, sinker, swivel, rig, bobber, leader) .................

Other fishing equipment ............................................................

Those that did not purchase anything ...................................

8.7%8.4%

3.1%4.7%

0.9%1.7%

9.5%7.1%

0.7%0.7%

20.5%31.8%

58.4%58.3%

9%12.6%

7.1%12.2%

40.3%43.3%

17.5%16.4%

2.3%2.3%



SAVAGE PLANNINGFOR ‘NEXT BIG LEAP’IN LURES SECTORWhat next for lures? Here, Savage Gear’schief developer Mads Grosell reveals how,in the future, niche marketing will combinewith radical designs to drive sales.


our 4Play Hardlure series is now a household namethat will stay around. Also, the ‘inside paint’ tubeshad is an area that has not been fully exploited. Itis still not fully explored – more on that in forthcom-ing issues of Angling International! Our VMS – vividmovement system – is another new concept thatreally brings life to a lure. I believe a new big leapcould be around the corner – but I guess we shouldnot reveal our inner thoughts on that...Is it true to say that Savage Gear has identified ayounger, adventure-driven market sector with itsproducts and marketing techniques?We have certainly gained a large following of aspiringanglers by making the sport of lure angling moreappealing to them. We look at the current street styleskaters and snowboarders and endeavour to make theSavage Gear brand cool, attractive and genuine valuefor money.You appear to have differentiated your marketingapproach by exploring new routes to market. What’syour thinking on how the market is evolving?The modern marketing platform is changing almostweekly and we need to take an active part in newsocial cyber networking, blogging and websites whileat the same time not forgetting the printed press.We have a very easy and active approach to ourmarketing and we work daily and constantly to makeconsumers and customers aware of our products’great catch-rates. In a way, you could say we havecreated our own active marketing platform by sharingour development and field-testing with the public.How will Savage Gear excite distributors,retailers and consumers in 2011?Our range is now broader thanever and our move into small andeven micro lures along with highquality spinners will increase ourmarket share.Our sea bass andsaltwater lures have already

Mads, you are at the forefront of lure design, oneof angling’s most dynamic sectors. What changeshave you observed in the global lure market inrecent years?It has been one fantastic ride, hasn’t it? Modern,big lure fishing for pike took off spectacularly in ourregion over five years ago. Also, Rapala’s Storm lureschanged the face of soft lures, with cool lookingproducts that any angler could pick up and use.Specialist lure angling, like modern vertical soft lurefishing for perch and zander in the Benelux region,has evolved and spread across Europe. And nowbig lure fishing in saltwater is opening up a totallynew and fresh lure market for us all to develop.The ‘Japanese’ trend of highly specialised lures isbased on superb quality and designs. Then there’sthe ‘hard swimbait’ trend – heavily supported byourselves, with many catch reports, articles andvideos on Youtube.Do you see significant changes in consumer trendsand demands? If so, how are you reacting to them?It is important to keep surprising consumers withnew ideas that can improve catch-rates and createnew styles of exciting and fun fishing. The lurescene has become very consumer-driven with blogs,Youtube and Facebook communities creating newtrends and fast-changing fashions. We need to keepup to promote our brands and products in thisever-changing community using different mediaplatforms. Modern lure fishing is here to stay, but itwill never remain the same.What is the next ‘big leap’ for lure manufacture orhas invention been largely exhausted?It is difficult to come up with anything totallydifferent. Many patterns were invented years ago –neither sliders, or gliders (big one-piece jerkbaits)are really new, they are just reintroduced and heavilypromoted. However, the ‘hard swimbait’ has capti-vated the lure market. It is nice and refreshing – and

attracted newcomers to the brand and the new gadgetshop – www.gearbazaar.com – will come with an in-shop display range that will strengthen the marketingand branding of the product even more. We havea great working Facebook site and the new fishingvideos and DVDs will be a good encouragement toyoungsters to choose Savage Gear.The lure sector appears to have become increasinglycompetitive in recent years. Has this madeinnovation and product development morechallenging for Savage Gear?For us, competition is great. It keeps us on our toesand the fact that we often come out as the ‘chosenone’ makes us proud and encourages us to strive formore and to keep surprising the market. Honestly,we really know and love our fishing and the ‘book’ iscrammed full of ideas – we just have to release themin the right place and at the right time.It is no secret that the lure market is full ofimitations. How do you deal with this?By making quality products that are hard to copy.

Savage Gear’s Soft 4Playlures (left) and Giant HerringCutbaits for saltwater fishing(bottom of page).


HOW DO YOU JOIN THE WAITING LIST FOR EFTTEX? See p54

?Want to talk to Savage Gear?Here’s how to find them...Tel: +45 46 19 19 13 Email: [email protected]: www.svendsen-sport.com Facebook: www.facebook.com/savagegear

Imitations will not survive in the market. There isno short cut to success – you need to bring someinnovation, improvement or reinvention to existinglure styles to really make it. You need to have a feelingand knowledge of what you do or it will not stay onthe market for long. An example of this is Meppsspinners. They are still one of the strongest spinnerbrands on the market even though thousands ofcopies have been made over the years.You appear to put your trust in fishing instinct andfield-testing rather more than technology and newmaterials. You once said you have avoided being adesktop angler. Is this still your philosophy?Oh yes, and it will be for as long as I am part of thistrade. If you do not know your fishing, you cannotunderstand your product or the full potential of aproduct. As long as you always have that excitement

and that ability to be excited about the process ofmaking a good fishing lure even better, you canactually make this rub off on the sales team, thecustomers and eventually the product. Detailsmatters – only by fishing and fishing regularly, willyou truly know and feel this.Savage Gear already has an excellent brand reputa-tion, good products and a strong distribution net-work. So where will future sales growth come?By maintaining the product range and our ‘cult’branding and pushing the barriers of traditional lurefishing. We still have markets to enter and plenty ofroom to grow.Is Savage Gear focusing on any particular countriesfor sales growth in the next 12 months?We are covered in the EU, but we are followinginquiries and leads from Australia, South Africa and

South America. On the product side, sea fishingis an important area. We have incredible productslined up. Our traditional pike freaks are in for somepleasant surprises and salmonoids will have a hardtime with more trout and salmon lures on the way!What about America? You have product there, butis there a strategy to grow your business further ina country where lure fishing is huge?The potential is huge, but so is the risk. We havedaily enquires from US anglers and we have someoutlets, but to go in seriously we need a strong, wellestablished partner, who knows the USA market inside-out. Just now we are thriving on the great successof our home market and are building on the strengthof the brand. Of course we dream, one day, to bepart of the US lure circus – what lure angling fanaticand designer wouldn’t.

Main image: Mads Grosell with apike caught on a Soft 4Play lure.Above: Savage Gear 4Play 95mm lures.

“Imitations will not survive inthe lures market. There is noshort cut to success.”


z

Toray lines arrive in Europe


Ask any successful manufacturer aboutthe most important factors in theirbusiness, and most will underline theimportance of strong partnerships toachieving sustainable growth. Italian

line company Gruppo DP is no exception, quicklypointing to its long association with Japanesecompany Toray.

“In 1941 Toray started production of fishing lineand is now the largest supplier of monofilament fish-ing lines in Japan, offering nylon, fluorocarbon andbraided products,” says Gruppo DP’s Sales DirectorNicola Dagnino. “The philosophy behind everyToray product is to achieve a balance of technicalcharacteristics to enable anglers to catch more fish.

“Making monofilaments stronger is not the rightsolution. Toray develops its lines by carefullybalancing softness, memory, sensitivity anddurability and then adding specific characteristicsto make each product unique.

“Toray is also a braid specialist and has more than15 different types of braid in its catalogue, all withvery special coatings and high tech construction.”

“We have recently started to distribute Toray inEurope, mainly in the Black-bass/lure fishing marketand in pole fishing. But their huge range of almost100 lines covers all fishing techniques with newgeneration fishing lines. We see strong future growthin the carp market and we also plan to introduce anew line in heavy diameters from 40mm to 200mmfor trolling and big game.”

Looking ahead, Dagnino explains that, with thenew Toray lines reaching the market at much morecompetitive prices, Gruppo DP is expecting salesgrowth from all its existing markets and is confident itwill soon have a complete network of distributors.

Japan’s reputation for leading edge technology is,he says, a strong selling point, with Gruppo oftenfinding that a genuine Japanese product cuts throughsome of the confusion surrounding the line market.“A big name like Toray is a guarantee of success forboth the distributor and retailer,” he adds.

So, given that fishing lines have improved tremen-dously in the last decade, is there scope for furtheradvances from the Toray brand? Dagnino has no doubt:“Toray manufactures some of its own raw materials, soit can control the whole process and use its exclusivetechnology to continue to improve its products. Torayproducts will always be different to other fishing lines.

“Fluorocarbon is a good example of Toray’sadvanced technology. Generally it is a stiff leadermaterial, but Toray has succeeded in diversifyingfluorocarbon into a huge range with very differentfeatures like softness, elongation and abrasionresistance, to an extent that some of these lineslook like nylon but are 100% fluorocarbon.”

And what of the high profile issue of accurateline labelling, currently the subject of a campaignby EFTTA? “As a leader in quality, Toray declaresaccurate values for both diameter and breakingstrength on its labels,” Dagnino asserts. “This isanother strong selling point that a distinguishedbrand such as this should offer.”


?Want to know more about Toray?Here’s how to find them...Email: [email protected] Web: www.torayfishingline.com

A pro staff of more than 30 anglers makes a vitalcontribution to Toray’s new product developmentprocess – and none is better known than KatsutakaImae, the winner of many major titles at the JapanBass Professional Association Tournament (JB), thecountry’s largest competition. Katsutaka Imae hasbeen officially sponsored by Toray for 20 years and isconsidered by many to be Japan’s number one angler.His many achievements include JB Bass Angler of theYear 1989, 1990 and 1992; JB Super Bass Classicwinner 1996 and 1998; Basser All Star Classic winner1991 and 1992; JB Champion of Champions winner2003; JB World Series champion 2001 and 2004; JBElite 5 champion 2005 (elected by the public).

KATSUTAKA IMAE

Left: Champion angler Katsutaka Imae ispivotal to the Toray success story.

The largest supplier of monofilaments in Japan is now looking furtherafield, with the support of long-term partner Gruppo DP.

LURES YOUMUSTSTOCKIN2011Leading innovators in the lure sector reveal the creations

they believe will drive sales in your territory next year.

Angling International38

HOW TO SURVIVE INTHE GLOBAL LURESMARKETCompetition is fierce, so what does it take to survive– and thrive – in today’s lure market? The price ofentry is not prohibitive, but to succeed takes muchmore than a good idea and financial muscle.As part of the Angling International Lures Special,three specialists explain what has kept them at theforefront of the sector.

PETER FOLEY“Delivery will

always be key”As owner of Boone, the US lure andterminal tackle company, Peter Foleyis certain of one thing – you are onlyas good as your ability to supply.

T he middle class slams the brakes onspending’ was the stark headline in TheWall Street Journal towards the end oflast year.

It reported that Americans in themiddle fifth of the population shelled out 3.9% lessin 2009 than the previous year – the steepest declinein spending since records began.

It is a severe statistic that resonates with the retailand manufacturing industries across the USA. Theworld is in recession and no one is isolated from thefierce financial storm – not even Uncle Sam.

However, despite the current economic climate,Boone, the Florida-based saltwater brand that cel-ebrated its 60th anniversary last year, has managedto buck the trend and actually increase its businessduring the downturn.

With owner Peter Foley at the helm, along withhis daughter, TL, the company has sailed throughchoppy waters. Peter told Angling International:“Everyone is holding onto their cash right now andthat Wall Street Journal headline summed up themood of the people.

“Therefore the ability of our company to fillinventories quickly is that much more of an asset.”

He said: “In November last year we added fournew customers – two in the United States – and ourefficiency in promptly filling orders helped us to getthese accounts.

“In this environment a small selection of newproducts is important, but being able to fill 100% oforders is much more vital.”

Foley is proud of the fact that the company is re-nowned for shipping on time with very high fill rates.“We are a great company to work with because weoffer a worldwide saltwater brand of quality productsat a competitive price and have the ability to shiplarge or small orders quickly. We pride ourselves indelivering an excellent product with superior service.”

Foley is also convinced of the benefits of gettingthe company message across and has been an en-thusiastic supporter of the EFTTEX and ICAST tradeshows. Indeed, Boone is one of only two companies– alongside Mustad – that has a perfect attendance atEFTTEX.

Foley said: “I think consistency at trade shows isperhaps the single most important thing a companycan do for its brand. I am proud of our record atEFTTEX and our 59 appearances at ICAST have gotto be close to the best-ever attendance at thatparticular exhibition too.

“I love to tell people that if you don’t go to a shownothing good can happen to you because you are notpresent. But, by attending, you only need one goodpositive lead and the show pays for itself.”

Boone will be at EFTTEX in Amsterdam in June,reinforcing its strong pedigree and showing off itsnew products for 2011.

Foley revealed that the company is working ona new improved crimping tool and looking atre-launching some 100% wood plugs and anassortment of rigs for the Pacific, North West andAlaskan markets.

He added: “We have also upgraded our entire lineof insulated fish bags, making them with a largervalve. We have improved the sewing and heat sealingand made the overall material much stronger as well.”

Many US companies now invest heavily in prostaffers to help develop their products, but Boonehas not totally embraced this particular marketingdevice.

Foley said: “In selected areas we use them, but weput a lot of emphasis on specific tournaments thatsuit our product needs and where we participateover a long period of time.”

The VETERANPETER FOLEY

The AWARD-WINNERLEIF COLLIN

The INNOVATORKRIS REIBEL

>

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2011 LURES


Boone already ships to more than 65 countries,mainly through its network of distributors or insmaller countries through large retailers, but is keento build even further on the solid base that over 60years in business has garnered.

Foley said: “Boone has always maintained a qualityproduct at competitive prices and that – backed upwith a first-class service – has been the cornerstone ofour success.”

The best lure companies are theones with the best ideas, saysKris Reibel of Trophy Technologies.Keep introducing innovations andyou will leave copyists trailing inyour wake.

In the summer of 2010 you earmarked Europeas the key battleground. Is it a battle you arewinning?Absolutely. We feel we are winning on twofronts. One is in getting exclusive distributor

partners that are a good fit for our dominant brands.The other is in watching existing brands constantlychoosing to copy our designs. Overall, we see a con-tinued acceptance of our strategy to provide world-class, award-winning products, working in exclusiveterritories with a fantastic margin for the trade.Following your acquisition of Castaic last year, whatwill be the long-term impact of this brand on thelures market?Castaic is a world renowned, innovative brand withreal history. Yes, it has had its ups and downs – dueto being under-capitalised for much of the time – butthe problems were not as evident in the EU or in-ternational marketplaces. Much of the credit for thatmust go to international distributors who stockedlarger inventories than desired. We have worked hardto get internal inventories in shape to handle our larg-est customers directly out of stock rather than havingthem wait to fill. Additionally, investment into newCastaic product has been substantial. In our first yearwe have introduced seven new product ranges and

one new category, Suprerbraid. When you add thetooling and the stock of many colours and types, youhave an idea of our commitment to Castaic.What are the remaining priority territories for you?We are looking to add customers in the Pacific Rimand South America and looking at what trade showswe need to be at to support those markets.What is your criteria for a good distributor partner?One that can best understand the brand and theselling proposition. The best customers are those thatconstantly challenge us to create products relevantto their region in order to maximise sales. This canmean a new range or maybe a new size or colourpattern. In some cases we do not need to adapt theproducts at all. In this case, we focus the first year’senergy on marketing and sales.Is your strategy for localised lures working?Yes and no. We do not always get the largest cus-tomer in a specific territory, but rather one that isdown the ladder a rung or two. That is good for usbecause that company is hungry and will put seriouseffort behind growing sales of our ‘localised’ brands.This returns our investment in the form of a stable,long-term relationship. On the other hand, the largercustomers don’t want to spend the time and effortto localise our lures, preferring to take a set productrange to the entire world and place all their effortinto marketing and sales. This works to maximise thecustomer’s sales specific to their territory and reducestheir time investment. However, this style leaves usdramatically exposed to inventory risks perhapsbased on rosy sales forecasts.

Do you plan to continue with your strategy toproduce new product every month?We remain committed to the strategy. We find weare serving different markets, categories and species,so overall it is not too hard to do. Each new producttakes a little longer to introduce than a year or twoago simply due to making sure it gets completed atan even higher quality level than we were previouslycapable of.Has the increasingly competitive nature of the luresector made innovation more important?It is one thing to design a new lure shape and entirelyanother to use new manufacturing techniques andmaterials. So we are constantly investing in the latterto stay ahead. Advancements include 3D modelling atall stages of the design and tooling process, allowingus to see difficult-to-execute features in the beginningand make the appropriate engineering changes ordecide on a re-design. Advancements in coatings have

also been huge in the last ten years. We get excitedwhen we can use a variety of both new manufactur-ing techniques and new materials to achieve a newproduct.What are some of the new products you have in storefor 2011?The Reaction Strike ‘Live’ series of Revolution Shads,Bluegills and Crankbaits uses a mixture of both hand-painting and 3D printing to create the most realisticlure finish on the market today. Castaic’s Jerky JHardcore series of crankbaits for sea bass feature aninternal multi-tungsten weight transfer mechanism;and the Castaic RockHard 4-inch lures feature fourdifferent bodies in 13 different colour patterns. Theselures include the Castaic Tri-Claw hook system andvarious other patents.Where does your emphasis lie in terms of futureexpansion?We plan to continue full throttle with an organicgrowth split about 75/25 between existing productsand new product introductions. We will continue toseek acquisitions and are working on several at themoment. However, we have found valuation verytricky, particularly when a one-time hit brand hasexperienced years of falling sales. Commonsensedictates a go-slow approach to allow thoroughanalysis of the potential transaction. For example, in2010, we decided against a couple of acquisitionsjust prior to ICAST but the knowledge gained byboth parties was of real value.Where would you place yourselves in terms of theglobal lure hierarchy right now?We know we are competitive on a global basis. That’seasy to say but hard to execute. To be competitive inkey world markets is a feat in itself. We see ourselvesdoing business in more markets while deepening ourpresence in markets we are already in. We expect2011 to a great breakout year in the North Americanand EU/Asian markets and look forward to becomingestablished in South America as well.

Despite success at EFTTEX and asurge of interest in Australia, StrikePro is in no mood to rest on itslaurels. You have to build on yoursuccess, says Leif Collin. “We arewhere we are because we innovateconstantly.”

Strike Pro has announced plans to ex-clude lead as a weight from all of its newplastic lures. The news comes just weeksafter another attempt has been made byconservationists in America to ban lead in

KRIS REIBEL“We launch often

to beat copyists”

LEIF COLLIN“Keep modifyingto stay ahead”

The Rock Hard BabyBass from Castaic.

L A T E S T R E L E A S E S •• I N N O V A T I O N

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After the success of its original Live Series, Storm has taken the concept onestep further with the Live Kickin’ Shad.

The lipless Live Kickin’ Shad has a natural body shape and colour patternsto imitate natural baitfish. It also boasts a lifelike swimming action thanks toits segmented body.

For the 2011 season, Storm is launching three lipless swimbaits into theLive Kickin’ family – Live Kickin’ Perch, Live Kickin’ Pike and Live Kickin’Minnow. They all imitate their respective baitfish in body shape, colour andswimming action. All the lures are lightweight, yet durable thanks to theirthree-layer internal mesh construction.

● ContactTel: +358 9 7562 540 Email: [email protected] Web: www.stormlures.com

Storm adds a kick topopular Live Series

fishing tackle in the United States (seeAngling International December 2010issue).

One of the first beneficiaries ofthe company’s new ‘eco-friendly’approach will be its award-winningrange of Reaction Baits lures.

Strike Pro scooped the Best NewSoft Lure Award at EFTTEX 2010 inValencia for the range – one of twoprizes it won at the show. And fol-lowing its ‘huge success’ in Australia,Strike Pro Europe/CWC ManagingDirector Leif Collin said that the com-pany is now planning improvementsto its technology-busting innovation.

Collin said: “Reaction Baits hasbeen a huge success in Australia andwe are working on some modifica-tions so it will fit into other markets.”

He explained the company wouldbe replacing lead with brass orstainless steel and added: “It is moreexpensive, but we at Strike Pro feel itis important to use the right materialsfor nature.

“We may even try to take lead outof our older lures, but the cost ofchanging the moulds is high so it willhave to be done step by step.”

Strike Pro’s Reaction range wasdeveloped in Australia and NewZealand and features a new generationof biodegradeable, eco-friendly, buthighly durable softbaits.

The baits are the result of manyyears of scientific research and featurePheromone Fusion – a natural tech-nology that promotes aggressive fishbehaviour through a lingering scenttrail.

Based in Taiwan, Strike Pro hasbeen a lure manufacturer and ex-porter since 1973 and now produces

over 500 models in 4,000 differentcolours.

During more than 30 years it hasestablished itself as a world brand andCollin said the company is deter-mined to maintain its global standingthrough continued product develop-ment.

He explained: “We develop all newlures ourselves through our amazingteam of fishermen worldwide. Withthem – and the enormous knowledgeof the President, Michael Tsai, whenit comes to new developments – wehave managed to stay at the forefrontof lure design.

“Strike Pro has a history of innova-tion. We were one of the first compa-nies to create lures and also played amajor part in the way predator fishinghas changed. An example of that wasthe Buster Jerk series which was oneof the first hard, plastic jerkbaits to hitthe market.”

The popular lure industry is fullof imitations and copyright infring-ers and Strike Pro has been a regularvictim of the copycats. Collin said:“We see a lot of our products beingcopied. The Buster Jerk is a reallygood example of this.

“However, we genuinely believethat by developing our own lures ourproduct is going to be superior to anycopy. An imitation is always going tobe second to the original.

“Many companies copy, but webelieve it can harm a manufacturer’sown brand and image. For us, originalproducts will always be best and wewill continue to aggressively marketthem.

“And in cases where we see blatantpatent breaches, we will take action.”

The Jiggy Junior vertical jerkbait is a hybrid creation combining the qualitiesof a vertical jig and a jerkbait and is, says manufacturer Innovative Lures,irresistible for even the largest pike.

The sinking hardbait rests at a 45-degree angle and upon retrieval has aslight side-to-side action. It is perfect for vertical jigging, casting, deep fishing,trolling and jerkbait action. It measures 14cm long and is available in 70gand 80g models and in four true colour variants. The JIGGY Jr proved equallyeffective for pike, zander and other species during field tests. This premiumquality hard lure will be introduced into stores across Europe in 2011, offeringbusiness partners the opportunityto share in its success.

● Contact Tel: +45 30 13 9591Email: [email protected] Web: www.verticaljerkbait.com

Vertical Jerkbait -a hybrid irresistible topike, zander and more

will be introduced into stores across Europe in 2011, ofs the opportunityccess.

Leif Collin’s colleagues Steven Tsai and Stefan Trumstedt celebrate thecompany’s win in the Soft Lure category at the 2010 EFTTEX Awards.


Sweden is one of the top destinations for piking and to answer the country’sdemand for better pike fishing lures, BIOS AB has introduced its I-FISH range.The hard, plastic lures have been developed by anglers with the bestknowledge of pike fishing in Europe and are compatible with any kind ofequipment, including jerk rods or common spinning rods and multiplieror fixed spool reels. BIOS says that the lures are easy to use and ensure bigfish in the boat.

BIOS unveils I-FISHlures for pike fishing

McCoy set to deliver aspinnerbait revolutionMcCoy Fishing Line says that the unique ‘V’ design – with retractable arms– on its V-Twin Spinnerbait has revolutionised spinnerbaits. Unlike mostdouble blade spinners on the market, the ‘V’ design allows each blade torotate on its own arm, delivering twice the vibration and performance of asingle-arm bait. Opposing blades deliver true running, deadly double-bladeaction while spiralling to desired depths or down deep retrieves. The designfeatures a weedless, sculptured head, Sampo swivels, a Gamakatsu hook,3D eyes and retractable arms for storage. The Arizona, USA company ismaking the lure available in sixhand-finished colours and in3/8oz, 1/2oz and 3/4oz sizes.

“... A quality bait... good inany type of water... swimswell, good performancein structure...”TackleTour.com

● Contact Tel: +1 928 505 0435Email: [email protected] Website: www.mccoyfishingline.com

Deadly: the new V-TwinSpinnerbait has a unique

‘twin arm’ design.

● Contact Tel: + 46 280 44100 Email: [email protected] Web: www.bios.se

L A T E S T R E L E A S E S • I N N O V A T I O N

2011 LURES

The IMA Komono 2 fishes just below the surface, creating an enticing wakeand rolling action thanks to its innovative lip design.

It can also be made to ‘gurgle’ and ‘pop’ at the surface, which can proveto be a highly productive technique for all predators.

The lures have an aesthetic quality that is unrivalled. The holographiceffects and flashing plate provide an incredible visual presence. Distributed inthe UK by Top Water Lures, the Japanese IMA range is hugely innovative andseriously robust.

● Contact Tel: + 44 161 9421011 Email: [email protected]: www.topwaterlures.co.uk

Enticing IMA lureshave UK in their sights

Sébile’s Fast Cast is all about achieving maximum distance. Compared to anylure of similar weight, the Fast Cast will reach distant, fast-moving fish whenother lures fall short.

Its heavy metal body makes it not only the longest-casting but also thelongest-lasting lure when targeting toothy critters; and its action and castingdistance are not compromised by the use of a wire leader. When fish are deep,just let it sink, says Sébile.

The Fast Cast has an erratic swimming motion, using various speeds, reelingsteady or working with twitches, pulls and pauses. It comes in seven sizesfrom 14g to 300g to cover most fishing situations in fresh or saltwater.

● Contact Tel: + 1 325 437 8103Email: [email protected] Web: www.sebile.com

Sébile aims for distancewith its new Fast Cast

The heavy metal Fast Castrange is designed for long

casts and erratic action.

Deadly combination:the IMA range combines

beauty with strength.


Two of the fourcolour options in thenew Take PredatorDeluxe series.

Da’Bush Spinner Baits are part of the great new metal arsenal from Savage Gear,bringing innovation to a traditional lure type. Savage Gear believes Da’Bush willamaze predator anglers with their unparalled quality components and colours,incredible flash and heavy propulsion. “They have a spooky hypnotic effect on bigpredators, provoking attacks of brutal force,” says Mads Grosell, Savage Gear’s Headof Product Development. The weedless design allows fishing through various snags,either jigged or retrieved steadily. Made from extra strong stainless steel, hand-paintedand tank-tested, Da’Bush Spinner Baits feature a tinsel and silicone skirt to tempteven reluctant prey. They are available in white silver holo flame and yellow silverholo flame and in 32g and 42g sizes.

● Contact Tel: +45 46 191 913Email: [email protected] Web: www.savage-gear.com

These Spinner Baitsprovoke Savage attacks


2011 LURES

Lineaeffe adds rangeof natural swimmersAmong more than 200 models showcased in the Lineaeffe 2011 catalogue isthe Take Predator Deluxe series of three-section lures. Designed by the well-known Italian manufacturer for big prey, these hard-bodied, jointed lures havebeen carefully tested to perfectly simulate the natural swimming action of baitfish. Thanks to an innovative painting technique, the colours look extremelyreal and enable the angler to tempt the most suspicious of predators. The lure isavailable in four colours, is 15cm long and weighs 36g. It also features two highquality treble hooks and 3D eyes.

● Contact Tel: +39 051 6660000Email: [email protected] Web: www.lineaeffe.it

Livetarget Lures represent an evolutionary step in the way lures are built andpainted. From unique fuselages that give accurate profiles with light-catchingsurfaces to multi-layered paint processes that allow anglers to ‘match thehatch’, the lures, say their makers, surpass imitation and provide anglers withlivebait replicas. Hollow Frog (above) – the winner of this year’s Best NewSoft Bait award at ICAST – is available in four colours and two sizes.

Other life-like models in the Livetarget line-up include Bluegill, Pump-kinseed, Gizzard Shad, Largemouth Bass, Smallmouth Bass, Golden Shiner,Threadfin Shad, Smelt, Crayfish, Perch and Blue Back Herring. Livetargetmade its debut in 2008 and already has more than 1,000 dealers in theUSA and Canada.

● Contact Tel: + 1 905 468 4448Email: [email protected] Website: www.livetargetlures.com

Livetarget Luresimpresses with modelsthat ‘surpass imitation’

Da’Bush Spinner Baits are part of the great new metal arsenal from Savage Gear

Personalised spinners from Sportsystem have proved a popular innovationfrom the well-established Swedish manufacturer of spinners and fly boxes.

The company makes the spinners for football clubs, sports organisationsand tourist authorities – in fact anyone who wants their own design can havethem. They even produced a competition-winning design for the Denmarkfootball team during last year’s World Cup.

The Managing Director of Sportsystem, Bjorn Johansson Elmervik, says:“We produce small quantities of Swedish-made spinners which can bedelivered within a week. They are very popular.”

Sportsystem began producing spinnersin 1950 and is now established in over22 countries worldwide.

Personalised spinnersfrom Sportsystem

● Contact Tel: + 46 36 51000 Email: [email protected]: www.sportsystem.se

Club colours: the spinners arepopular with sports teams.


Pre-launch tests on Dragon’s Bandit lure range proved its effectiveness inthe hands of spinning anglers – and delighted its Polish makers. The Banditis a ripper with a large, extended body and heavy tail and is ideal for zanderfishing in rivers. On lakes perch feed aggressively on the Motor Oil-colouredBandit stuck on the head of other soft lures. They come in sizes from 6.5cmto 12.5cm. The lure works so hard that it feels like fishing with a wobbler andthis allows the angler to drift without using a reel while fishing for pike. Thespecific effect of ‘hitting the tail’ is obtained by the careful shaping of the lure.The weight of the tail and body are very similar – a rarity in rubber baits.

Dragon unveils rippersperfect for zander

Distributors wantedfor premium metallures and riggersSolvkroken is Norway’s number one brand for fishing.It specialises in metal lures and riggers, which have been itsbestsellers and most recognised brands for more than 80 years.The company says its lures and jiggers may be more expensive,but it focuses on the overall quality of its products.

Started in 1930 in the city of Skien, the company quicklyestablished a reputation for the quality of its goods and hasbeen expanding ever since. It was just two years ago that itoutgrew its old factory and moved into a state-of-the-artpremises in Krogenes to keep up with demand for itsproducts. Solvkroken is keen to offer its goods to allfishermen and welcomes enquiries from distributorsaround the world.

● ContactTel: +47 3700 2800Email: [email protected]: www.solvkroken.no

One of the metal luresfor which Solvkroken

is rightly famous.

● Contact Tel: +48 52 326 80 16 Email: [email protected]: www.firmadragon.pl

The SPRO BBZ Swimbait has gained notoriety for being one of the most realisticswimbaits of all time. This bait does things that no other does. SPRO’s designersworked closely with Bill Siemantel to design an eight inch as well as a six inchand a four inch version of this highly successful lure. And the latest developmentis the unique two and a half inch Baby Shad launched at ICAST 2010. SPROswimbaits have proven themselves around the globe. All feature ultra sharp,super strong Gamakatsu treble hooks and all come in floating, slow andfast-sinking models. They work for both fresh and saltwater species.Be aware of copies – they may look similar but they don’t perform the same!

SPRO’s most realisticswimbait – in foursizes

● ContactSpro BV: Tel: +31 347 320888 Email: [email protected] Web: www.spro.euSpro Deutschland GmbH: Tel: +49 3643 77740 Email: [email protected] Web: www.spro.euSpro Corp: Tel: +1 770 9191722 Email: [email protected] Web: www.spro.com

“This swimbait turns an amazing180 degrees sideways”

“Solvkroken focuseson delivering quality”



2011 LURES

Izumi has designed its Shadalive swimbaits to be extremely versatile and foruse in a wide variety of conditions. The shape, colours and natural actionmatch the body and swimming styles of forage fish and these attributes, saythe Latvian company, prove just too tempting to unsuspecting predators.The lures can be used in the traditional manner or by adding a slight twitch-ing action to imitate a wounded or sick fish. Izumi argues that fish get wiseras they get older and hence catching a trophy fish becomes more compli-cated. It says that discovering and conceiving new ideas is what drives thecompany to design and develop successful predator-catching lures.

● Contact Tel: +371 223 26688 Email: [email protected]: www.izumi-fishing.jp

Izumi adds versatileswimbaits to its range

Left: Shadalives look andmove like forage fish.

Powerline puts faith inhollow-bodied soft baitPowerline’s Spread Shad uses the latest technology in soft bait lures. It isdesigned with a hollow centre and has a hole at the rear to allow the lureto leave a trail of attractant. Spread Shads range in size from 10cm to 17cmand are available in nine different colours to meet the expectations of everyfisherman. “Anglers can use the Spread Shad lure with a starlight or a rattlefitted into the body to entice predators as the lure swims through the water,”explains International Business Manager Céline Boutin. “The pre-formedpackaging also keeps the lure’s tail intact to preserve its swim effects.”

● ContactTel: + 33 619 318214Email: [email protected]: www.powerline.fr

“It can be fitted with a rattleto entice predators.”

The ability to introduce new ideas into its products is, says Strike Pro, oneof the reasons why it has established itself at the top of the lures sector. Andthere is no better example than the Trailer Lure, which incorporates an inno-vative scent chamber. Positioned under the gill of the lure, the chamber canbe removed so that a Strike Pro Scent Cookie can be added. The dissolvingcookie leaves a trail of attractant as the Trailer is retrieved which, combinedwith the lure’s action, can provoke aggressive strikes. The Trailer is availablein two sizes – 10cm, 18g suspending and 15cm, 57.5g suspending.

Scent chamber givesTrailer Lure the edge

● Contact Tel: +46 87 61 0600 Email: [email protected] Web: www.strikepro.eu

Portuguese brand Vega is offering an exciting and innovative selection of lures in itspopular Akada range. The different shapes and centres of gravity allow the angler tochoose from swinging and darting actions to side-to-side movement. The lures alsoboast a slow-to-high-speed presentation which results in more reaction strikes andbetter hooking rates. All Akada lures feature a high quality epoxy finish for longlasting glossy colours. They are available in 14 models and a variety of colours.

● Contact Tel: +351 219617455/6 Email: [email protected]: www.vega.com.pt

New highly responsivelure range delightsVega

Right: A selection of Vega’spopular Akada range.

in two sizes – 10cm, 18g suspending and 15cm, 57.5g suspending.

Smart thinking:Strike Pro’s newlure uses scentcookies.


Above right: Agat’s Perch Xlures and, right, Trout X lures.

Wake has been focusing its development efforts on fish-scented attractors and has launched its first soft lurerange with a special smell. The lures are availablein roasted garlic – which has been tested forfreshwater bass – and a stronger flavour ofaniseed that has been proven to provokeperch and zander in both salt andfreshwater. Also coming out in thespring are new sizes: Grub insize 3.5-inch boosts thecurrent range of 4.5-inchand 5.5-inch lures; and2-inch and 3-inch lureshave been added to thecurrent 3.5-inch and5-inch versions of theFlexifish range. Thereare over 30 differentcolour patterns.

● Contact Tel: +35 845 138 1857Email: [email protected]: www.wakefishing.com www.jigwobbler.com

Wake unleashes newsoft lures with specialfish-catching aromas

Perch X and Trout Xare just too temptingThe Perch X from Latvia’s Agat Lures, has been designed by combiningthe features of life-like multi-section hard baits with those of a shad. Thisshad bait can be suspended in the water for long periods and can coverwide areas quickly, attracting reaction bites. The lure has a stable,consistent action regardless of thespeed of retrieval.

Agat’s Trout X is a jointedminnow that can be used asa swimbait. The jointed bodygives the lure a natural andsnake-like swimming action, regardlessof the rate of retrieve. It is effective using along, slow and regular retrieve as well asa stop-and-go retrieve.The ‘restart’ of theTrout X is designedto tempt predatorsto attack after a longpause.

● Contact Tel: +37 126 809 663 +37 167 137 305Email: [email protected] Web: www.agatlures.com

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2011 LURES

Legendary Australian lure designer Brett Campbell is behind the develop-ment of the Tail Turner from Asari Lures. The lure has an in-built buoyancyback-up to avoid snags and its transfer weight system helps it achieve longercasts. It is, says JM Gillies, the company behind Asari, “the most unique lureto hit the market today.” The Tail Turner is weighted just right to dive at thefirst crank of the handle and it has the added attraction of in-built rattles. Italso boasts air pockets for better buoyancy that enable it to stay in the strikezone for longer by twitching rod movements. The bib design – called theDiamond Lip – is a Brett Campbell first and features an improved, strongertow point system that allows the lure to have a freer movement. The TailTurner is suitable for freshwater and saltwater species.

● Contact Tel: +61 3 8360 8191Email: [email protected] Website: www.jmgillies.com.au

‘Unique’ Tail Turner‘will catch anywhere’

Carson puts emphasison design and actionCarson believes its Heron range, developed and manufactured in Italy, are theright lures in the hands of most anglers. The highly-regarded Turin companyplaces great emphasis on the design and action details, knowing this is thekey to attracting more and bigger fish. “We always use the best materials andcertificate that our products are environmentally friendly,” says owner MarcoFortini. “The top of the range is certainly the Crack series, with its uniquedesign incorporating a sound chamber that transmits noise along withsignificant vibration while the lure is being retrieved, which all adds to theeffectiveness and catch rate.”

● ContactTel: +39 011 4501 668Email: [email protected] Web: www.carson.it

Patchinko is the top water lure from Xorus, a brandcreated by French big fish master Ultimate Fishing.

It comes in two sizes – 100mm with a choice of 12colours and 140mm with a choice of 18. Its profile andbalance allows you to cast easily, and adrenalin-lovinganglers will delight in the sensation of ‘walking the dog’.

For almost ten years Ultimate has been building areputation for producing top lures and Patchinko isright up there with the best, says the company. They sayits rapid evolution is based not just on its passion for itsproducts and its focus on delivering success for custom-ers. Ultimate prides itself on innovative and imaginativefishing tackle, developed with the aid of an ‘army’ ofguides and testers who spend thousands of hours on thebank, shore and in boats making sure each item meets thespecific requirements under field test conditions. Everyyear hundreds of new items – including lures – from topJapanese brands are put through their paces.

The Ultimateadrenalin rushfor fishermen

● ContactTel: +33 297 312 789 Email: [email protected]: www.ultimatefishing.fr

Wake says that its new Jigwobbler has a totally unique swimming action andwill be available in early spring. It is 15cm long and weighs 93g. A limited edi-tion slow sinking Jigwobbler will also be available weighing 65g. It combines amedium-fast sinking head part with the wobbler body. This action allows thelure to swim attractively while sinking down. It also swims all the time as it isbeing retrieved. The Wake Jigwobbler can be used to fish from top to bottomdepending on how you reel it in.

● Contact Tel: +35 845 138 1857Email: [email protected] Web: www.wakefishing.com

Wake targets springlaunch for Jigwobblerwith ‘unique action’

“It swims attractively whilesinking down in the water”

More great luresfrom Carson.“We always usethe best materials.”


● ContactTel: +33 384 57 34 34Email: [email protected]: www.vmcpeche.com

New sharper-for-longertrebles add strength toVMC’s hooks rangeAs leading supplier to the most famous and prestigious lures manufacturersaround the world, VMC knows all there is to know about treble hooks. Withover 100 years’ experience in hook making, VMC produces a wide range ofpremium quality replacement trebles at an affordableprice, all of which have been designed and tested incollaboration with the world’s best lure companiesto ensure perfect balance, maximum hooking rateand overall performance. The latest VMC innovationin treble hooks is the Spark Point family. Available in1X, 3X and 6X patterns, the new generation hooksare designed for faster penetration and are hardenedby a die-forging process before being chemicallytreated to retain their out-of-the-box sharpness longerthan other hook points.

● ContactTel: + 86 631 532 3257Email: [email protected]: www.usamilure.co.jp

com

Usami unveils rollinglure for shallow watersThe Usami Crank 70F lure is for anglers fishing the shallows. Its teardropshape and steep bib give it an unusually tight body roll, which combineswith the traditional sideways wobble that this classic shape of lure produces.Usami, which combines Japanese quality with Chinese production efficiencyto create high quality but affordable products, says that the lure casts like abullet. Its shallow dive of 0.3m makes it ideal for targeting surface feedingfish and for working the flats and shallows as well as over the top of a varietyof structures with a shallow water column. Realistic, life-like colours and fin-ish, along with its rolling action, make it deadly for many species of fish.

● ContactTel: + 86 631 532 3257

ish, along with its rolling acaction, make it deadly for



2011 LURES

The Boone Needlefish Jig is a cost effective product thatproduces great results on a variety of bottom fish. Colourful,highly reflective abalone finishes are designed to attract andstimulate bone-jarring, aggressive strikes. The slim, longhydrodynamic styling allows the Boone Needlefish Jig to dropquickly through the water column. Each jig is pre-rigged witha VMC 3X treble hook. The hooks can be replaced with yourfavourite style and brand. This, says Boone, will save you moneyover the more expensive brands of metal jigs. Needlefish Jigs areavailable in eight sizes, from three inches long, 3/4oz in weightto eight inches long and 7oz. All are displayed in the Boonetamper-proof, exclusive interactive packaging.

● Contact Tel: +1 407 975 8775 Fax: +1 407 975 8776Email: [email protected] Website: www.boonebait.com

Boone targetsbottom feederswith new jigs

New for 2011 is the Rock Hard 4-inch series of lures from Castaic, featuringthe patented Rock Hard Body Design and the patented Castaic Tri-Clawhook system that ensures great hook-ups. The lures also incorporateRealSwim technology for a lifelike swimming action, triple-jointed, durablebodies and authentic body shapes. Hand painting gives an ultra-realisticappearance and the lures are easy to fish at multiple speeds. The Rock Hardline-up includes yellow perch, sunfish, bluegill, tilapia, gizzard shad, blueback herring, American shad, trout and threadfin shad profiles.

● ContactTel: +1 317 752 8608 Email: [email protected]: www.castaic.com

Cotton Cordell’s new Wally Stinger has shot straight to the topas the ‘go-to’ lure when fishing for walleye, zander and other predatorfish, says its maker. The trolling lure runs true the first time you tie it on andeach Stinger is hand-tested before packaging. Cordell doesn’t use glue duringmanufacturing, resulting in a more consistent, tougher bait. It also boastsincredible fish-catching colour patterns, tough construction and high qualityhardware. Wally Stinger comes in two sizes, three-and-a-half inches andfour-and-a-half inches, and can dive up to 28 feet.

● Contact Tel: +1 47 978 28971Email: [email protected] Web: www.lurenet.com

Cotton Cordell’sWally Stinger is aninstant classic

“They are designed to dropquickly and stimulate bone-jarring, aggressive strikes”

Rapala is launching two new body shapes for its uniquely designed Clackin’Series – the Clackin’ Minnow and the Clackin’ Crank. There will also be anew, large size 09 for the Clackin’ Rap. In addition to the Clackin’ Seriessound chamber, they all feature a translucent textured body with internalholographic foil for an extremely seductive flash. The Clackin’ Rap is a fat-bodied lipless crankbait with maximum sound effects and flash, while theClackin’ Minnow features a minnow-shaped body with a hard kicking actionand strong body roll. The latter is available in two sizes and ten colours.

Tel: +358 9 7562 540 Email: [email protected] Web: www.rapala.com

Rapala launches twonew body shapes forthe Clackin’ Series

Yet more ultra-realisticlures from Castaic


EEFTTAFTTATRADING WITH

The voice of the European Tackle Trade

Companies that have not secureda stand for EFTTEX 2011 canapply to join the official waitinglist for the show. EFTTA is offer-ing the service to disappointed

applicants following the announcement thatthe show has completely sold out.

Says EFTTEX Manager Neena Tailor: “Weare in a unique situation with the show beingcompletely sold out eight months in advance.We fully understand there are companies thatdesperately want to be in Amsterdam with usnext year so we have opened up a waiting listin case spaces do become available.

“There is, of course, no guarantee, but ifyou are still interested in exhibiting next year,please do contact us and we will provide youwith all the information you need.

“Once we receive your requirements foryour stand, we will keep you on the waitinglist. If anything suitable does become free wewill be sure to let you know.”

Another option, says EFTTA, is to arrangeto co-exhibit with a company already bookedfor EFTTEX.

Adds Neena: “By co-exhibiting at EFTTEXyou will enjoy the same exposure as anyother exhibitor. If you do know any exhibitorsor you work with any exhibitors that would

NEENA TAILOR

Following the announcement that EFTTEX has completely sold out, EFTTA ismaking renewed efforts to help disappointed applicants. “Please do contact us,”says EFTTEX Manager Neena Tailor, “And please also consider co-exhibiting.”

EFTTA opens waitinglistfor ‘sold out’ EFTTEX

be happy to share their stand with you, itmakes a really good option.

“However, you must be a member ofEFTTA or a reciprocal member in order toco-exhibit at the show.”

EFTTEX 2011 marks the 30th anniversaryof Europe’s leading trade show. The show isreturning to Amsterdam after a break of tenyears and the location has proved to be apopular choice amongst the trade.

“The surge in bookings shows that tacklecompanies are now realising how importantEFTTEX is for exposing their products andgenerating future business,” says Neena.“Amsterdam and its RAI Centre venue havealso proved to be a popular choice withparticipants.”

To add your company name to the officialEFTTEX waiting list please make contact byemailing [email protected].

“We fully understandthere are companiesdesperate to join us inAmsterdam in June.”

LINE CHARTERLOGO LAUNCHED


Two regular exhibitors at EFTTEX explain theadvantages of sharing a stand at the show.

Two can livein perfectharmony –that’s theexperience

of exhibitors who sharedstands at EFTTEX lastyear and plan to do soagain in 2011. DavidHaddon, of Americancompany Freedom HawkKayaks, is convinced of

the benefits of co-exhibiting after doing it for thefirst time last year with the company’s Frenchdistributor, Rotomod. Haddon admitted thatthe initial motivation behind the plan was to cutcosts, but he added: “Ultimately, it had far moreadvantages than that.

“The combined booth definitely attractedmore foot traffic than either of us would havereceived. Also, the Sales Manager at Rotomodspoke a number of different languages and thatwas a huge help when it came to translatingquestions from buyers.”

The companies swapped emails to decide thefloor plan of the booth including the displayfeatures and what amount of space each wouldneed.

“We jointly staffed the booth which was alsoa big help in terms of overflow traffic. It alsogave us a chance to walk the show and break formeetings or food.

“Once again, on the cost side it meant I only

needed to bring one person over for the showand that helped considerably.”

Haddon accepts that there was a concern atfirst that sharing a booth with a company offer-ing a similar product could produce a conflictof interest. He says: “You could lose some open-to-buy and sales to your partner, but we neverexperienced this.

“For maximum brand exposure a joint boothmay not be the best route to go down, but if youplan ahead and use proper support material andsignage this can be lessened. As an experimentit went very well and we will be doing it againthis year.”

Linda Sheldon, Vice-president of Florida-based Flying Fisherman, says her company willbe sharing a stand with Montana Fly for thefourth year in a row at EFTTEX in Amsterdam.She says that the cost of having a stand andstaffing it with personnel would otherwise beprohibitive.

“By sharing with Montana we can saveanything from $3,000 to $5,000. Our booth atEFTTEX is manned by our agent in Italy, AngeloMusiani, who also represents Montana Fly inEurope, so the fit for us is natural.

“We regard sharing as a cost-effective way ofshowing our line-up of products to our Euro-pean distributors. EFTTEX is the equivalent ofICAST in Europe and it is very important thatwe have a presence there. Our agent provides uswith that facility.”

“Co-exhibiting works for us”The EFTTA Line Charter initiative has taken anotherstep forward with the launch of the official LineCharter logo. The logo will be made available to allline manufacturers who have signed in support ofthe Line Charter.

The EFTTA Line Charter is designed to end misla-belling on monofilament line packaging, which haslong been a major problem in the sector. EFTTA isencouraging line manufacturers to sign the Charterand pledge that their labels carry correct informationabout the line’s breaking strain and diameter.

The launch of the logo represents a key stage inEFTTA’s drive towards ridding the industry of linecheats because it enables companies to promotetheir correctly labelled lines to consumers. Allcompanies that sign the Line Charter will be allowedto use the logo on their packaging and spools andwithin their consumer and trade advertising andtheir catalogues. EFTTA will add its support bylaunching its own campaign to educate consumersabout the Line Charter initiative.

Says EFTTA CEO Jean-Claude Bel: “All companiesthat sign the Line Charter will be allowed to usethe logo on their packaging and in their marketingmaterial for all products they bring to the marketthat are correctly labelled. There will be two versionsavailable: a small one for spools and a bigger one forpackaging, adverts and catalogues.

“Companies should also know this is for indi-vidual products that are honestly labelled not forentire brands or for general company use.”

Added Jean-Claude Bel: “This is important forsuccessfully promoting the Line Charter, first to thetrade and then to the consumer. This is the first stepin a long campaign in making sure consumers makeeducated choices about the lines they are buying.

“I deeply recommend that all manufacturers ofmonofilament sign the Line Charter. If everyone iscommitted then the project will be a success and wewill have cleaned up the sector.”

“This logo is important forsuccessfully promoting theLine Charter, to the trade andthen to consumers.”

Sold on the idea: FlyingFisherman’s Linda Sheldon.

Companies still hoping to be at EFTTEX in Amsterdam in June but who can not book a stand arebeing urged to look at alternative ways to promote themselves to visitors. One of the very best optionsstill open to EFTTA members is to be a show sponsor.

Sponsoring a show feature would be a powerful – and perhaps better – alternative to joining thewaiting list and hoping a stand becomes free, says EFTTEX Manager Neena Tailor. Companies cansponsor the Visitor Registration area, the Visitor Lounge and the EFTTEX Business Centre amongothers, all key sites where visitors congregate and spend time during the show.

“We do have sponsorship options available for EFTTEX which will allow you to have exposure foryour company with your logo displayed prominently in the area you are sponsoring. Depending on thetype of package you take, you could also display your literature and even some of your products.

“If you are not able to have a stand at EFTTEX, sponsorship is a powerful alternative which enablesyou to promote your brand in other ways. Better still, these opportunities are open to you right now,which makes them an even more attractive proposition compared to waiting for a cancellation thatmay never happen in order to secure a stand.” Companies wishing to be EFTTEX sponsors shouldnote that they need to be members of EFTTA or reciprocal members to be eligible to apply.• For details on EFTTEX sponsorship opportunities contact [email protected].

EFTTEX sponsorship offersalternative route to market


S U P P O R T I N G P R O D U C T I N N O V A T I O N W O R L D W I D E

you needproductsto knowabout

10Deep trolling wire that sinksfaster than stainless steelAmerican Fishing Wire has introduced the Surfstrand Copper trolling wire, abare, 1x7 stranded wire that boasts 13% greater density than stainless steel. Thestrand construction gives the line good flexibility and kink resistance, says AFW.It is available in 30lb and 40lb break strength in 300ft and 600ft spools.What the makers say: “This line sinks quicker than stainless steel and allowsyou to troll deeper with less line in the water. Many anglers report increasedstrike rates with the use of copper terminal tackle – believing that the positiveions in copper help attract fish.”

1

Business contactsTel: +1 610 466 6100 Email: [email protected]: www.americanfishingwire.com

Each month the product editors at Angling

International select the most exciting new

tackle being brought to market. To help you

decide on their appeal to your customers, we

will include insight from the manufacturers so

you can start doing business immediately.



10National Freshwater Fish Hall of Fame anglers Gary Parsons and Keith Kavajecz have designed a size 1/0hook to add to Mustad’s range of Double WIde Bait Hooks. The new size is for fishing livebaits and rigging oncrawler harnesses. It is also an effective egg hook for steelhead. Key features include improved hook sets andincreased holding capacity. Integral to the hook performance is a gap that is 20% wider than standard hookbaits, a shorter shank and a perfect point angle designed for precise hook-ups.What the makers say: “The design of this hook – wider gap and shorter shank – makes it a good choice for drop shot andwacky worm presentations. Kevin Van Dam has test driven this new size and his hook-ups have increased tremendously.”

A shorter, wider hook designed by superstars

3

Sportex’s latest high speed rod

Business contactsTel: +1 315 253 2793 Email: www.mustad.no

A jacket that insulates even when wet

Business ContactsTel: +46 31 923658 Email: [email protected] Website: www.guidelineflyfish.com

2

Ardent’s ‘best ever’ reel care lubricantArdent’s Reel Supreme has been two years in the making and is, says the US company, its best-everperforming reel care lubricant. It is a 100% synthetic microlubricant that contains a dry lubricantcombined with an anti-corrosion additive. It dissolves grease, oil and salt on contact. It also removesthe contaminants and debris from the metal and fills the pores of the metal with particles that areslippery, waterproof and more stable than grease or oil.What the makers say: “Reel Supreme is really easy to use – just open up your reel so you can see thegears and bearings and then apply to all moving parts. Once you have the reel back together, a coupleof turns of the handle ensures that Reel Supreme is working on all friction surfaces.”

The new Kisu jacket from Guideline incorporates Primaloft, an insulation product rapidlybecoming a favourite among outdoor enthusiasts. The Kisu (which means steelhead in theIndian native language of the north west coast of British Columbia, Canada) is cut on the slimside to be comfortable under a shell jacket. It has full length front zipper, two zippered sidepockets and elastic cuffs and hem. Weight in the large size is only 320 grams.What the makers say: “Primaloft is lightweight, breathable and has excellent water repellencyso you remain dry and warm in the most extreme conditions. Tests prove the Kisu ensuresalmost as good insulation even when wet.”

5 Business contactsTel: +49 89 894 08310 Email: [email protected] Website: www.sportex.de

Sportex has introduced a high-tech rod blank which consists of fivespecially processed carbon and Zylon layers worked unidirectionally forsuperb performance. The HM carbon fibres provide extreme speed andpower while a special process incorporating the Zylon fibres in a helicalstructure gives outstanding casting accuracy. The blank is completedby an original Fuji reel seat and true SIC guides starting with size 50.

What the makers say: “This Sportex Z Carp Rod is super-slim, extremelylight and boasts fast and extraordinary casting. Not for nothing has Sportexestablished its reputation for setting the benchmark in rod building.”

4

Business contactsEurope: Tel: +44 1684 296695 Email: [email protected]: Tel: +1 314878 7722 x 201 Email: [email protected] Web: www.ardentoutdoors.com

The new range of Natural Corn and Pellet Floaters from Carp Zoom can be used bythemselves as a bait or next to other baits to rise them to the optimum position for a fish topick up. They can be hooked directly or on a rig. The corn floaters are available in honey,strawberry and other natural flavours, while the pellet floaters have two sizes – mini andmidi – and come in honey, strawberry and vanilla flavours. The Natural Corn Floaters aremade from single grains of corn using a process exclusive to Carp Zoom.What the makers say: “We are confident that they are going to become a hugely popularhookbait – and not just for carp anglers.”

Business contactsTel: +88 64 221 55958 Email: [email protected] Website: www.fishing-tackle.com.tw

Ultra-thin braid from Platypus

Business contactsTel: +61 7388 11522 Email: [email protected]: www.fishplatypus.com.au

Business contactsTel: +36 30 2775631 Email: [email protected] Website: www.carpzoom.com

Omoto Fishing Tackle of Taiwan has introduced a new addition to its VS series,the VS Infiniti with X-Power. The trolling reel is made of corrosion-resistantmaterials and also has a carbon/stainless steel draw system. A left-hand versionis also available. It comes with lever drag control and mute infinite A/R systems(Infiniti model) or double docking anti-reverse system (X-Power Model).What the makers say: “The reel has been designed with the needs of anglers in mind.Attractive and straightforward, this reel is dependable and durable.”

A hook range to cover every situationThe creator of the world famous Jelly Wire, PB Products, has introduced a range of five hookswhich, it says, will cover every fishing eventuality: Anti Eject, which is suited to supple hook links;Intruder, which is best with braided or combi links; Jungle Hook, which is strong with a heavierwire gauge for snags and weeds; No Escape Long Shank for maximum hooking potential; andSuper Strong, designed for snag fishing and difficult situations. In the UK, the products are availableexclusively from Leeda.What the makers say: “Incredibly strong and sticky sharp, they are all premier big fish hooks,maintaining their sharpness and point for longer than any other hooks tested.”

New baits with appeal beyond carp

8

Business contacts:Tel: +44 1527 587414 Email: [email protected] Web: www.pbproducts.nl

6

More reel innovation from Omoto

7 Over 110 years of line-making experience has gone into the latest launch fromAustralia’s Platypus Fishing Lines. It has introduced the Platypus Pretest Braid,which boasts an ultra-thin diameter to ensure that you can fit more line on the reeland enjoy a more extensive cast. It is available in 6kg to 37kg sizes in natural white.What the makers say: “Rigorous attention to detail and testing have been applied,ensuring that the braid will break as close as possible to the stated IGFA class. Wehave constructed the braid to be ultra-smooth and extremely soft – allowing longerand more accurate casts. This braid just zings through the guides.”

9JUNGLE HOOK

SUPER STRONG

ANTI-EJECT

NO ESCAPE

INTRUDER



10Developed with huge reserves of power in the butt sectionto give excellent lifting power, the Hardy & Greys XF2Carnivore also boasts a powerful mid-section to help setthe hook in the tooth-laden jaws of a pike. The specialblank is paired with Greys’ new in-house design reel seat,section line-up marks and a composite tipped handle.What the makers say: “The XF2 Carnivore isprobably the most powerful rod for predatorfish that we have made. With improvedlifting power and faster recovering tipspeed, it can handle the largestof predatory fish and castthe largest of flies withrelative ease.”

The ‘most powerful ever rod’ fromHardy & Greys for predator fish

10Business contactsTel: +44 1665 602771 Email: [email protected]: www.hardyfishing.com

Companies that want your business

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Advertise with us. One annual fee. No hidden extras.(a) 1cm x1 column for €288 or £250 or $400; (b) 2cm x1 column for €438 or£380 or $608; (c) 4cm x1 column for €807 or £700 or $1121

angling international magazine - january 2011 - 36

Documents

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savage gear

lures special issue

tackle tradejanuary

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new us national salesmanager

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