angling international magazine - march 2011 - 38

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GLOBALTRADENEWSWhatnext in theeyewear sector?Future plans and productsrevealed p31

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Zebcoreunited!AcquisitionpromptsEuropeanexpansionplansp6

SEBILESETFORGLOBALGROWTHPure Fishing has revealed plans to grow the Sebilebrand through its extensive distribution channelsfollowing its acquisition of the innovative Americanlure manufacturer.The surprise move by the powerful JardenCorporation-owned shing group sent shock waves throughthe industry and moves Sebile into exalted companyalongside famous stablemates including Abu Garcia,Shakespeare, Berkley and Penn.Founded in 2006 by Patrick Sebile, the Sebile business has

enjoyed a meteoric rise and is established as a world leader inlure innovation and design.The deal sees Pure Fishing acquire all the assets of the

Sebile lure shing business from Sebile International SA andits subsidiaries.Pure Fishings International Group President, Alistair

Thorburn, told Angling International: Sebile brings some-thing new and exciting to our business. It is in a uniqueposition with its range of premium lures and that issomething we do not have.Pure Fishing has not been the strongest lure brand Abu

Garcia has its spoons and spinners and Berkley its soft lures but Sebile gives us another string to our bow.We are delighted to have the Sebile brand in our portfolio

and we feel that we can expand its business through thedistribution channels we have at Pure Fishing.We have wider sales networks in Asia, Europe and the

US and our rst job will be to take its existing products andexpand them to a broader customer base.We want to make Sebiles exciting products available to

more anglers.Headquartered in Palmer Lake, Colorado, Sebile was the

brainchild of Parick Sebile the driving force behind thecompanys success. He will be joining Pure Fishing as GlobalDirector Project Management Sebile.Thorburn said: Patrick is not going to disappear. He has

a fantastic record as an angler and combined with his wider

Pure Fishing plans to accelerate American lure makersexpansion following surprise acquisition of elite brand.

Above: Patrick Sebile (centre)with Pure Fishings JohnDoerr (left)and JohnWeiss.

COMMUNIQU continuedonpage6>

expertise has a fabulous reputation for producing excitingand innovative products.He has a lot of ideas and enthusiasm and will continue

to head the Sebile brand. He is very much part of the PureFishing team.Sebile is Pure Fishings rst major acquisition since it

joined forces with Shakespeare in 2007 to form the worldsbiggest shing tackle company.Thorburn would not rule out further acquisitions. He

said: Pure Fishing has a long history of organic growth, but ithas also made key brand acquisitions and there is nothing tosay that we would not act if other opportunities came along.Being part of the Jarden Corporation gives us plenty of

nancial muscle and that puts us in a good position to takeadvantage of any opportunities should they arise.

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March2011 AnglingInternational 5

MAGAZINECREDITS

MARCH2011

Newsof Pure Fishingsacquisition of Sebile,and Zebco Brandsreunication withZebco Europe bothstories which appear in this issue reminds us that nothing stands stillfor very long in the shing tackleindustry.The trend toward consolidation

has been with us for some time ofcourse, and these new deals, alongwith 3Ms purchase of Ross Reelsand Rapalas takeover of DynamiteBaits last year, are clear evidence ofits acceleration. And its not going tostop here.

Both Pure Fishing and Zebco havealluded to the fact that they are stilllooking at potential acquisitions.At the same time healthy nancialperformances by the likes ofShimano, Rapala, 3M and PureFishing owners, Jarden Corporation,reported regularly in the pages ofAngling International, suggest theyare well placed to acquire when theright opportunities come along.Angling International is aware of

other potential acquisitions currentlybeing discussed and you can be surethat when news breaks it will bereported in these pages.We are carrying more news stories

than ever before and have more pagesthan any other international anglingindustry publication available thismonth. It is also good to welcomeno fewer than 10 new advertisers tothis issue.If you want to see your company

in Angling International contactCommercial Director Lucie Hentonor US National Sales Manager StuartPavlik to discuss opportunities. Theircontact details can be found below.

[email protected]

Publishing editor:MelBagnall; [email protected] +44(0)1733392977 Assistant Editor: AnthonyHawkswell; [email protected] director:RobCarter; [email protected] Art Director:KeelyDocherty-Lee; [email protected]:KateHolt DatabaseManager:GrahamGoor; [email protected] enquiries: [email protected] Colour reproduction: ATGraphicsUKLtd, Peterborough

Angling Internationalmagazine is publishedby TopCorner Editorial andDesignLimited. 4Milnyard Square, Bakewell Road, OrtonSouthgate, PeterboroughCambridgeshire,UnitedKingdom, PE26GX International Commercial Director: LucieHenton; [email protected]; Tel. +447825999230; Skype. lpetrickovaU.S. National SalesManager:Stuart Pavlik; [email protected]; Tel. 561-627-2520direct; Skype. stuart.pavlik

THANKSTHIS ISSUEGOTO: LucyBowden,BrunoBroughton,FannyChamplon, TonyConte,KenDoncaster, JanetDoyle,KlasElm,BarbaraFlanaghan,GrahamGoor,CareyGraves,KateHolt,DarrenLinnell,BeatriceLopez, JoeMeehan,RasmusOveson, JobyPridmore,PaulReeves,LindaSaunders, JonathanTaylor, JennyTravis, LaurentVallenet.Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.

Benvenuto,BienvenidaBienvenue,Willkommen

Meet themakers of Angling International...

ROBCARTER, EDITORIALDIRECTORRobbeganhis careerwriting for andediting specialistconsumermagazines in theUK (includingMatch foot-ballmagazine, Fore! golfmagazine and Trout Fisher-man)before being appointededitor-in-chief of Emapscontractpublishingdepartment.He is a founder director ofTopCorner, thepublishers of Angling International.

KEELYDOCHERTY-LEE, ARTDIRECTORAs TopCorners art director and co-founder, Keelyhas16years designexperience, andaproven recordofproducing successful ad campaigns, brochures anddirectmail. Shehasworkedwithmanyangling clientsand today leads thedesign teamonAngling Interna-tional,managing theeditorialproductionofeach issue.

LUCIEHENTON,INTERNATIONALCOMMERCIALDIRECTORLucie can call upon11years experienceof deliver-ing commercial solutions for angling clients. Czech-born, she is also familiarwith other eastern Europeanlanguages. Call her to discussyour advertising andmarketingneeds.

MELBAGNALL, PUBLISHINGEDITORMels vast experience in the angling industry includessix years as thepublisher of UKcompanyEmapsanglingbusiness. Hebeganhis career onAnglingTimeswherehewas reporter, featurewriter, subeditor andnewseditor. Hehasworked inmagazinesformore than39years.

ANTHONYHAWKSWELL, ASSISTANTEDITORAnthony is anexperiencednewseditorwith a strongbackground in angling journalism, havingworkedasNewsEditor on theUKs leading anglingweeklynews-paper, Angling Times.His backgroundalso includestimespent editing anational business-to-businesstitle in theUK.

STUARTPAVLIK, USNATIONALSALESMANAGERStuart is based inNorth PalmBeach, Floridawherehemanages theaccounts of Angling Internationals USandCanadian clients. An avid shermanwith advertis-ing experiencegainedat Florida Sportsman, Stuart hasa strongunderstandingofworldwideshing fromhistenure at IGFA and fromextensive travel.

6 AnglingInternational March2011

I N S I G H T A N A LY S I S T R A D E N E W S

COMMUNIQU

Z ebco Brandsis preparing togrow its businessin Europe bothorganically andthrough further acquisitionsfollowing its reunicationwith former partner ZebcoSports Europe.The Tulsa, Oklahoma,

company has bought ZebcoEurope, based in Tostedt,

Germany, a decade after the pair were split when theBrunswick Group sold off its outdoor leisure interestsin 2001.Zebco Brands was bought by W C Bradley a

privately owned US conglomerate while ZebcoEurope was purchased by its management team,headed by Peter Delwes.Now the pair have been re-united in a deal which

they see as a springboard for international expansion.Delwes will continue to head up Zebco Europe,

reporting to Zebco Brands President, Jeff Pontius.Pontius, told Angling International: Zebco Brands

is strategically interested in becoming a more globalplayer in the shing business. We are well equippedin North America, but have lots of opportunities forgrowth everywhere else in the world .Re-uniting with Zebco Europe is a logical step.

Now our focus is for organic growth in Europe. ZebcoEurope is strong in Germany, but there is lots of roomto grow in the major markets.There are plenty of opportunities that we need to

develop together now that the two Zebcos are oneagain.Pontius said that as well as territory expansion, the

acquisition of Zebco Europe has the potential to growkey categories. He added: Zebco Europe has hadsuccess in match shing with Browning and BlackCat in cat shing. Increasing marketing support willdrive greater gains.In other areas like lure/predator shing and sea

angling, Zebco Europe can utilize products beingdeveloped for the US market under the Quantum,Fin-Nor, and Van Staal brands.Pontius has not ruled out more acquisitions. He

Peter Delwes: looking foropportunities to take theZebcoEuropebusiness on.

Decade after divorce German and American companies get back together andreveal plans for expansion through organic growth and more acquisitions.

ZEBCOREUNITEDANDONMARCHINEUROPE

said: With the nancial support of our parentcompany W C Bradley we can invest in thegrowth of Zebco Europe both organically and throughadditional acquisitions.While Western Europe is a mature market we see

growth potential in eastern Europe and Russia.Pontius added that Zebco Brands had been looking

at re-uniting with its former European partner almostimmediately after the divorce. He said: Clearlythere have always been synergies between us. We areboth in the shing business with many of the samebrands Zebco, Quantum and Rhino.We have maintained good co-operation. The time

is now right following the appointment of a newPresident and CEO at W C Bradley two years ago inMarc Olivier and developments at Zebco Europe.Olivier has led the creation of a new strategic plan

which includes greater international growth, whilePeter Delwes was looking for a partner who could takethe business on. We both want growth in Europe.

Peter Delwes conrmed that the joining of the twocompanies was likely to prompt European expansion.There are many more possibilities for growth now,either through our own brand or by adding a brand.W C Bradley has incredible buying power and weanticipate serious investment, he told AnglingInternational. Jeff Pontius also has a deep knowledgeof the European market and its companies.We have already discussed some possibilities

and mentioned names, but rst we have a lot oforganisational work to do in the coming months toset up the new company.Delwes conrmed there will be no immediate

operational or personnel changes in Germany, withFrerk Petersen remaining in his Marketing and Publicityrole for the immediate future. Delwes also explainedthat he is considering the right time for retirement.Long term I have to nd my replacement. I have tohang my coat up sometime and I will probably stayfor a maximum of another ve years, he said.

EFTTEX2012returns toParisafter24yearbreak

Paris has been named as thevenue for EFTTEX 2012.The French capital won thevote for Europes showcasetrade event over rival citiesincluding Bordeaux, Niceand Nuremburg.The show returns to the

romantic capital of the worldfrom June 1st to 3rd after anabsence of 24 years, winningfavour for its excellent travel

connections and the suitability of the VillepinteParis exhibition hall.Despite the fact that Paris hotel prices exceed

those of the other cities in contention, the EFTTABoard agreed this was outweighed by the obviousadvantages of Paris.There are direct ights from all over the world

into Charles de Gaulle Airport, including from all themain US cities, said EFTTAs General Manager JanetDoyle. Its as good as Amsterdam in that respect.One of the consistent pieces of feedback we

get from members is the importance of directconnections, so it was important to address this.The show can be accommodated in one hall

which has only four pillars. That makes planningand selling the show a lot easier.Nuremburg is also a fantastic venue and city but

EFTTEX has been there twice in the past 12 yearswhile it has not been to Paris since 1983, only thesecond year of the show. Furthermore, it has notbeen in France since 2000.The Villepinte Paris exhibition centre is 25

minutes train journey from the Gare du Nord andve minutes from Charles de Gaulle by train and 15minutes by car. Average hotel prices range from 75Euros to 350 Euros for two-star to four-star rooms.

JanetDoyle: Paris offersdirect ights fromall overtheworld.

Sintrix sales exceed expectations

AnglingInternational March2011

Hardy&GreysMDRichard Sanderson: Wealways knewwe hadsomething special.

Hardy& Greys is hailing thelaunch of Sintrix y rods asits most successful productdevelopment ever.The UK-based companysays that everything it can make for the nextsix to seven months is sold and anticipatesthat Sintrix rods will represent at least2 million worth of trade sales this year.The rods were launched in the autumn

and the subsequent rapid sales have justiedwhat Managing Director Richard Sandersondescribed at the time as the companys big-gest ever investment.We are trying to be humble but without

question this is going to be nancially verysignicant for this company, said Sanderson.The number we sell will depend to a largeextent on how quickly we can make them.But we will not comprise the quality andnish.We always knew we had something spe-

cial but we have been surprised how consum-ers in the US in particular, and in Europe,have lapped these rods up.We have also be very pleasantly surprised

by the consumer recognition of these rodsas performance products, a category previ-ously dominated largely by US companies.Hardy & Greys is best known for a tradi-tional approach so we are delighted with thisresponse.The reception received by Sintrix rods

in the US was underlined by Jim Murphy,President of Hardy North America, after anavalanche of orders at the Fly Fishing Show inSomerset, New Jersey. We completely soldout of our forecasted production run rightthere in the hall. We have orders three or fourtimes our forecast and there might now be awaiting list in the US.The reputation of the rods were further

DYNAMITEBAITSEXTENDS ITSREACH INTOTHE ITALIANMARKET


COMMUNIQU

enhanced when a head-to-head product testof 14 different ve-weight rods conducted bythe Yellowstone Angler website saw the HardyZenith 9ft come out top in each of seven dif-ferent categories.It wasnt even close, said Yellowstones

George Anderson. The Hardy Zenith bleweveryone else away. Another comment fromthe testing team said: This is perhaps thebest nymph shing rod weve ever tested.The Sintrix technology is used in two pro-

grammes the ProAxis saltwater range andthe Zenith freshwater series.Peope are not just buying because of

Sintrix, added Sanderson. They love theaction, performance and aesthetics. The earlyadopters will be followed by otherconsumers and managed properlyover the next few years, thiswill be huge for us.

8

Dynamite Baits is continuing to extend itsreach in Europe following its 6.5m Euroacquisition by lure giants Rapala last year.It has signed an exclusive distributor agree-

ment with Shimano Italy Fishing srl whichwill see its ten on-the-road sales representa-tives selling Dynamite Baits to over 400 shopsthroughout Italy.Gianluca Ornaghi, Shimano Italys Manag-

ing Director, said: We are eager to start thisnew challenge in the carp shing market.Shimano is already the market leader in

carp shing rods and reels. The agreementwith Dynamite Baits the number one makerof boilies, pellets and liquid attractants willreinforce the complete range we offer in thisparticular category.

Dynamite Baits Marketing Manager SteveCole said: We have always been very strongin Italy and undoubtedly have a range ofproducts that perfectly suits the Italian carpmarket.By working closely with Shimano

Italy I am excited about really takingour distribution there to a completelynew level.Since being bought by the Rapala

Group we have been working closelywith many Shimano and Rapaladistribution companies to make surewe are able to offer our baits to moreanglers than ever before.We want to push the Dynamite

brand and help the Rapala group to

capitalise on the growing European carpmarket. Predator and lure shing is alreadya big sector for Rapala, but there is not themassive growth there that exists in carpshing especially in eastern Europe, he added.

New deal: DynamiteBaits MarketingManagerSteve Cole.

Left: Sintrix rodshaveprovedespecially popu-lar in theUS,where theyare selling out fast.

Right: The Zenithfreshwater serieswhichout-performed rivals ina key consumer test.


COMMUNIQU

10

FishingTackleRetailerto returnnextmonth


Condent of success:new owner ClemDippel.

Thetrade publication serving thesportshing industry in the US despite being incorrectly writtenoff as dead is moving ahead withnew ownership and staff. FishingTackle Retailer (FTR) will re-launch next month.Following the titles sale by BASS, LLC (Bass

Anglers Sportsman Society) to Clem DippelConsultants just before Christmas, UK-basedTackle Trade World wrongly reported thatFishing Tackle Retailer had been closed down.The publication was never closed down,

stated Clem Dippel in a recent interview. Wewere merely in transition, as indicated in severalannouncements immediately after Christmas.Dippel, a former publisher and advertisement

director of the title, has moved ahead and willcomplete a seven-time publishing schedule in2011. He also has plans to increase frequency in2012 in both print and electronic versions.

TheMarch issue iswell aboveoursalesgoals.ClemDippel

Svendsensignsexclusivedeal in ItalySvendsen Sport A/S has signeda deal with carp and predatorspecialist company OutdoorInternational for the distributionof its products in Italy.

The exclusive deal, nalisedlastmonth, includes SvendsensProLogic, DD Bait, Savage Gear,Hansen, Ron Thompson, Scierraand Imax brands.

Outdoor International, whichis based outside Rimini on theItalian east coast, reports a rapidincrease inmarket share since

it was established in 2005.ExportManager LucaGambetti,

who has 20 years of experiencein the internationalmarket andis one of three owners of OutdoorInternational, toldAngling Inter-national: Svendsen productswere delivered in January to theItalian shops, whowere veryanxious to receive themafterdistribution backlogs of last year.

Weare very pleased to signthe agreement for exclusivedistribution.

Carp and predator shing inparticular are growing fast inItaly andwith the ProLogic andSavage Gear brandswe have aclear competitive edge.

Product development is atthe forefront with these productsand this is extremely importantin terms of staying ahead of thegame.

For further information call+390541944456, email [email protected] or visitwww.outdoorinternational.net.

A 50-year veteran in the industry, withover 25 years experience as an editor, Dippelbelieves he is well suited to carry FTR forward.FTR is a labour of love for me, he said: Ithas been my whole life.We have a new and experienced staff, and all

of us are singularly focused on FTR, and we allwant tomake a positive difference, added Dippel.Our March issue, which will have an audited

distribution of nearly 19,000, is well above oursales and editorial goals. We are grateful for theindustry support we have received.

Operating prot from Rapala Group shing productsincreased by 36% in 2010 compared to the previous year.The surge was led by sales in lures, Sux lines and

shing knives, said the company, which reported a recordoperating prot for the year of 31.8m Euros.The company said that net sales of shing products rose

by 10%, with strong performances in Europe particularlyeastern and Russia.Rapala said: Despite ongoing uncertainties in the current

status and development pace of the global economies,generally trends in the economy seem to be positive for 2011.It predicted growth in Europe following the acquisition

of Dynamite Baits, which, it says, puts the company in a strongposition to take advantage of the growth in the carp market.

Rapala added that it expected the American economicrecovery to continue albeit slowly and added thatthrough the establishment of its new distributioncompanies and its new product launches, it is wellprepared to meet the demands of the coming season.

RAPALAS RESULTS IN DETAIL Q4 net sales: 60.4m (2009: 51.4m) up 18% Full year net sales: 269.4m (2009: 234.6m) up 15% Q4 operating prot: 4.3m (2009: 1m) Full year operating prot: 31.8m (2009: 23.5m) Full year reported operating prot: 31.3m (2009: 22.1m) Q4 net prot: 1.8m (2009: 0.8m) Full year net prot: 20.7m (2009: 14.3m)

New distributor LucaGambetti: We are verypleasedwith the deal.

RAPALAS PROFITSUP36%YEARONYEAR

* Figures in Euros


COMMUNIQU

12

Frances EuropchesignsLineCharter


Europche, theextensive Frenchretail business,has given anotherhuge boost toEFTTAs campaign to rid theindustry of inaccurate claimson line packaging by signingup to the Associations linecharter.Europche, with 133 retail

stores across France and aglobal annual turnover

approaching 50m euros, is both well known andhighly respected in the European industry. Itsdecision to back EFTTA brings even more credibilityto the fast- growing line initiative.As a manufacturer of our own line brands we are

very happy to sign the charter because it is directly inline with the Europche customer philosophy, saidEuropche CEO Laurent Vallenet.Our relationship with our customers is based on

trust and condence in our products. This alignsperfectly with what EFTTA is trying to achieve withits charter. All our own brand products conform tothe requirements of the charter.I think the Line Charter campaign is the best way

for EFTTA to connect with consumers on this veryimportant subject. We believe this is vital.EFTTA CEO Jean-Claude Bel expressed his delight

in Europche joining the Association and its decisionto support the clean-up campaign. Europche is anexcellent brand and brings signicant support to theinitiative. We are delighted they have signed, he said.This is yet another reminder to those companieswho have yet to join the charter.Europche will now be entitled to use the ofcial

Laurent Vallenet: It isvital to connect withconsumers in this way.

Line Charter logo on its packaging and marketingmaterial for all correctly labelled products. Thecompanys current range includes Technylon Cristaland Technylon Fluo. Europche also has an ofcialpartnership with well-known game shing expertMarc Delacoste and manufactures Delacoste brandedFluoro Carbone, Nylon Fluo and Nylon Cristal lines.The Line Charter has rapidly gained momentum

since its launch in the summer of 2010, with topnames including Sux, Shimano, Daiwa and PureFishing line brands having already signed up. For thefull list see page 65.Europche, which is a new EFTTA member, signed

the charter just prior to the Carrefour National PcheLoisirs, the big consumer freshwater shing showheld in Clermont Ferrand in mid France in January.Europche partners exhibition company Centrefrancevnement in the organisation of the show, providingprofessional shing know-how and expertise.

Fairpointmakes importantmoveTop Danish tacklemanufacturer and distributor,Fairpoint Outdoors, hasmoved into new premises.

Andwhile the new showroomandwarehouse is justacross the road from its old base, in terms ofconvenience it is worlds apart.

Marketing Co-ordinator Peter Kirkby said: Our newheadquarters is located right across the street from ourold one in Allerod. It may not be far away, but logisticallyit is a great improvement andmuchmore comfortable.

It is situated on one oor, whereas our previous basewas spread over three and that caused a lot of hassletransporting products between levels.

Fairpoint has been themarket leader in the Danishsport shing industry for over a decade and aswell as

promoting its own brands, such as Kinetic, Edge andMagicMinnow, it distributes top brands, includingHardy&Greys and Rio in Denmark, Finland, Norwayand Sweden. Ithas a range of6,000 productsdesignedspecicallyfor the extremeshing conditionsexperienced inthe Scandinavianregion.

Europchesells its ownbrand lines andranges in partnershipwithMarcDelacoste.

While some sources have questioned the LineCharter, saying that it cannot force companies tocomply, there is no doubt that those manufacturerswho decide not to join will nd themselves in anincreasingly uncomfortable position.Consumers will ask why does this line not carry

the Line Charter logo, added Jean-Claude Bel.What do they have to hide? EFTTA is committed tothis campaign for the long term. Our mission is toclean up the line sector. By educating consumers tomake the right choices about the lines they buy, wewill help speed the process.For further information about Europche call

+33 466 49 0064, email [email protected] orvisit www.europeche.fr.

Above right: Fairpoint OutdoorsMDThomasJespersen,in the newaccounts departmentwithHanneBiilmann.


COMMUNIQU

14

Powerline appointeddistributorinFrance forRyugi lures


P owerline, themanufacturerof lines andjigheads, hasbeen appointedexclusive distributor in Francefor Japanese freshwater lurebrand Ryugi.

Ryugi is owned by theSasame company, which alsoowns the Shout! saltwaterbrand that is already distributedby Powerline following anagreement made two years ago.

The product line is mostlyhooks and rubber for streetshing and rock shing,which are becoming verypopular in France, explainedPowerlines Marketing andInternational BusinessManagerCline Boutin. Products shouldbe available by mid-March.

The agreement is thesecond step in our business partnership with Sasameand proof of the trust and good relationship that weenjoy with them. It is a win-win partnership.

Launched primarily for the black bass marketin 2010, Ryugis special product features includeSasame Pierce Hooks made using cyber metal, amaterial that is, say the manufacturers, harder thanhigh density carbon.

In addition, Sasame has applied new thinking tothe hooks worm keeper. While most hooks aredesigned to retain the hook when the sh bites,Sasame believe that if the worm is freed from theworm keeper then there is a greater chance of thesh being hooked. The product line also includesrubber-covered Rubber Shot hooks.

We chose Powerline in France because theyhave experience of selling Shout! there and we arehappy with their performance, said Export ManagerTakaki Oda.

Delighted: PowerlinesCline Boutin.

They have the strategy to establish Ryugi in Franceand to expand the market.

We will help them of course and we have a planto send our professional staff to Europe to study theshing there and to conduct eld testing.

The appointment of Powerline means Ryugi nowhas four distributor in Europe. It also has partner-ships with SilRiver in Belarus, Artico in Italy andArtshing in Spain.

MartinBowler joinsRichworth inUK

Newproducts, including the Stella range of reels andthe TankenmaruMinimobile-phone-size sh detector,led theway for Shimanos angling operations last year,according to the groups latest sales gures.

For the year ended December 31st 2010, Shimanoreported an overall sales increase of 14.4% compared to2009, with its shing operations delivering an annualincrease of 6.4% to 43.288million yen.

In Japan shing saleswere said to be brisk. This wasled by new product launches, which also included theWakasagimatic series of electric reel systems.

Shimano says that despite the impact of a strong yen,severe winter weather and a stalled economic recoveryinmany countries, tackle sales in Europewere also up.

In its forecast for 2011, Shimano says it expects therobust growth to continue in China, India and the

emergingmarkets, but expressed concern that thetempoof recoverymayslow in theEuropeaneconomies,the US and other advanced economies as a result of thecredit crunch and unemployment.

Shimano expects nets sales to increase in 2011 by3% to 220 billion yen. For details of Rapalas latest nancial performancesee page 10.

Sasames new premises is now up and runningfollowing a ceremony attended by 150 guests includingdomestic wholesalers, overseas distributors, retailersand agents. The ve-storey facility houses a shippingdepartment, warehouse and ofce accommodation.Company President Sasakura said that the newbuilding had become necessary because of the needto hold increased stock of both Shout! and Ryugiitems. It was a big decision to take in the current

economic climate but we haveto move forward to satisfy ourcustomers demands for newproducts, he told AnglingInternational.

One of Europes best-known specimen anglersand media personalities, Martin Bowler, has joinedoriginal boilie company Richworth as a consultant.Recently appointed Media Manager, Pete Wilson,explained that Bowler will contribute to productdevelopment and eld testing.

Its a massive coup to have secured the servicesof one of the best multi-species anglers in the world,Wilson told Angling International. We have knownfor a long time that Martin is a Richworth fan and tohave him on board is fantastic.

Richworth is widely acclaimed for pioneeringboilies for commercial waters. Wilson, a long-timecarp angler, joined the Surrey-based company inJanuary, 28 years after buying his rst bag of Richworthbait. He also owns a tackle shop and a shery andhas previously worked with line company Ultima.

This company has a unique pedigree. It is theoriginal boilie company and its baits and technologyare still second to none, he added. The futurelooks really exciting. We have two new boilies readyfor release and are working with carp consultant

Steve Renyard on an exciting new bait for 2012.Another new step from the company is the launch

of its own Facebook page. Anglers will be able togo online to nd the latest news from our team ofconsultants, which includes some of Europes mostsuccessful carp anglers. They can ask questions too.This will open up the brand to modern carp anglers.

Visit www.richworthbaits.com for furtherinformation or email [email protected].

Newproductsbehind increase inShimanosannual sales

Takaki Oda: We arehappywith Powerline.

Far left: The ofce staff at theopeningof thenewSasameHQ(left).


COMMUNIQU

16

Fox Internationalchangesitsmarketingapproach


Following the departure ofIan Welch from his roleof Media and PublicityManager, Fox Internationalhas restructured itscommunications strategy.

Director, Paul Reeves, conrmedthat there would be no direct replace-ment for Welchs role but that theresponsibility would be spread acrosskey product personnel.

We have changed the way wehandle this important aspect of ourmarketing, explained Reeves. Thepeople looking after each particularbrand have the most knowledgeand therefore are best placed to dealwith the communication about theirproducts.

Fellow Director Ricky Teale,Foxs recent high-prole recruit fromPreston Innovations, will handle FoxMatch and a new yet to be launchedEuropean match brand. Scott Day isresponsible for Carp and Specialist,while Andr Akkermans, EuropeanTrading Director, and Dietmar Isaiaschwill take care of the Rage predatorbrand. All advertising planning,design and catalogue work willbe managed by Lewis Porter.

Andy Little will continue to be the

driving force behind Fox Sportsh-ing, which was introduced to theAmerican market when Fox exhibitedat the ICAST show for the rst timeJuly last year.

Andy is extremely passionateabout our initiative in sportshingand America is something we remainvery excited about, added Reeves.It will not happen overnight there,but capturing even a small percent-age of such a vast market can make ahuge difference in business terms.

The carp market is a crowdedarena and whilst Fox are, and willalways strive to be, a leader in thatsector, by investing in areas such asRage, Sportshing and other marketswhich are new to Fox, we willbecome more of a global business.

Svendsenhits thestoresThe 2011 consumer catalogues fromSavage Gear and ProLogic are now inthe stores. Both are packedwith newproducts and are described as treasurechests for the serious predator andcoarse sherman by brand ownerSvendsen Sport.

Targeting the passionate carp andspecimen angler, ProLogics 48-pagecatalogue contains an extensive insightinto this years programme of highquality, leading-edge tackle. Amongthose products bound to catchthemarketsattention are theNewGreen rangeof carp gear,including bivvies,holdalls, mats,weigh slings andtackle boxes anda series of highlytechnical Okuma

baitfeeder reels.Theres also a completely new range

of boilies, scents and pre-baits.Savage Gears 44-page catalogue,

the cover for whichwas chosen by thebrands followers on Facebook, featuresa selection of stylish predator gear,including of course the latest creationsfromproductdeveloper, Mads Grosell.The new Soft4Play lures, DaBush,Double Propulsion and Rotex spinners,Nail Spoons and FryWobblers are allthere, alongwith new clothing, rods,lines and accessories.

Fox International: setto invest in areas likeRage.


COMMUNIQU

18

Optimism fully justiedatClermontFerrand


Predictions by the organisers of Francesmost important freshwater shing showfor a bigger and better event than everbefore came true in Clermont Ferrand.The Grande Halle dAuverergne, nestledamong the extinct volcanic ranges in mid France andthe home of the annual Carrefour National Peche etLoisirs, was the destination for more than 22,000consumers and retailers.With attendance up on last year and many of

Europes top brands among more than 130 exhibi-tors, Clement Posada of Centre France Evenements,

the organising body,was delighted with thethree-day show.The hall was

packed with interested,passionate anglersand, most importantly,the exhibitors werevery pleased, he toldAngling International,which attended theshow. A pollconducted among

exhibitors indicates that 96% were completelysatised with the number and quality of visitors.The show is widely recognised as the best place

to see the biggest number of brands in France underone roof and to nd new products and techniques.Posada points to his companys six-year partner-

ship with Europeche, the huge French retail chain,as a key reason for the shows continued success.It is the best possible alliance exhibition

professionals working with angling professionals toprovide the industry and consumers with the perfectproduct, added Posada. As consultants, Europechehas the shing know-how and expertise tocomplement our logistics skills.Laurent Vallenet, CEO of Europeche, which has

133 retailers across France, added: Our goal is tomake the name of Europeche synonymous with sh-ing and our involvement in the show is helping dothat. We are the biggest buyer from many of the topbrands with an annual global turnover approaching50 million Euros, but our marketing hasnt alwaysreected that.Clermont Ferrand is predominantly a shing show

but seamlessly incorporates tourism and nature, theenvironment and boating, all subjects key to anglersinterests. New to this years show was an eight-metredemonstration aquarium, which was so enthusiasti-cally received that Posada plans to allow for morespace around the feature next year.The show attracts visitors from as far away as 600

km and the catchment area is expanding. But how

does Centre France Evenements and Europeche planto maintain the momentum.There is a re-birth of young anglers attracted by the

exciting image of shing through techniques like streetshing, said Posada. We plan to reach out to this newgeneration by offering electronic tickets on our website.

WHATTHEEXHIBITORSTHOUGHT

Sensas has been exhibitingat the show every year since itslaunch. SalesManager FrdricBonnet said: It was a very goodshow. The visitors included a lotof pole and predator shermen,whichwas ideal for us. We did goodbusinesswith Sensas poles andalso did verywell with our PezonetMichel lures and trout and piketackle. Our big range of Illex softand hard lures, plus rods, alsoproved very popular.

The quality of the visitor atClermont Ferrand is getting betterand better.

FranckRosmann, SakuraProductManager at Sert.The number of visitors was upon last year and there weremoreyoung anglers. Businesswas verygood. Our demonstration teamandbig tankwith underwater cameraattracted lots of people.

Wenoted a strong interest inMolix and IMA lures. FromMolix, the

Virago, SatorWorm and Tragoattracted attention and from IMA,the Tetra line, and new Sukari 50Sminnowwere very popular. Inaddition, the new Izumi blade bait(Ti-Sing Blade) and jiggingminnow(I-Jig)were very successful amonglocal visitors because these kind oflures are very useful for Sandre inthe numerous reservoirs in thisregion. Our new rod rangesShinjin and Furiozza alsoenjoyed great success.

FranckCourtillet, GeneralManager,Garbolino Europe.The showwas successful, which ishopefully a good omen after threemonths of very tough business forus all in the trade. Sundaywas abit less busy, but overall it was nosurprise to learn it had broken theprevious attendance record.

We will continue to develop our networking withfederations and associations and to use specialistmedia to attract consumers, and also to maximise thebenets of the Europeche network.We are also going to EFTTEX to try to nd new

exhibitors from Europe.

Organiser Clement Posada(left) andLaurent Vallenet, ofEuropechepartners behindtheClermont Ferrandshow.

and better. Theonyogobigattr

Mo

Attendanceswereupon lastyear at Clermont Ferrand.


COMMUNIQU

20

Future of Swedens biggestshow undecided


The future ofSwedens mostpopular anglingfair as an annualevent hangs in thebalance. The owner of Sport-skemassan, the Sweden TackleTrade Association (SPOF pole),has admitted that the success ofthis years event in Jnkpingwill be crucial in deciding its fate.

Earlier this year SPOF pole renewed its agreementwith exhibition company Kistamassan to run the nextthree shows in Stockholm in 2012, 2014 and 2016.But the future of the fair in the intervening years

Waiting and seeing: SPOFpole CEO Claes Elm.

remains unclear. SPOF pole CEO Claes Elm toldAngling International: Our association is divided onwhat will happen in 2013 and 2015.Running Sportskemassan every year in

Stockholm would be too much. Taking it into otherparts of the country like Malm or Gothenburg could be an alternative.The performance of the event in Jnkping is

critical. If the audience gures are around the 10,000mark there is a good chance we will look to take it toother locations in Sweden. However, if the gures donot stack up we will run the show in alternate yearsin Stockholm. If the numbers are down and our costsup, we will look at doing something different in theintervening years, like sponsoring a television show.Sportskemassan is in its seventh year and is the

largest event for all types of shing in Sweden. Lastyears fair in Stockholm attracted 10,000 visitors andover 100 exhibitors. Kistamassen has run Sportske-massan for SPOF pole for the last ve years and Elmsaid it had agreed to extend its contract with theexhibition organiser for another six years.Elm said: We talked to other companies but

decided to stay with Kistamassan because it has donesuch a good job in pulling the industry together.The agreement means that all SPOF poles

members will exhibit at Sportskemassan in a bid toreinforce its position as the only nationally recognisedshing exhibition in the country.Elm said: Sweden is not big enough to have more

than one national show for all types of angling. Noone gains from competition in this situation. Swedenneeds one shing platform and one show.All Swedens top brand names like Abu Garcia,

Normark, Fladen and Svendsen Sport will be exhib-iting at the Elmia Trade Fair in Jonkoping. For moredetails visit the website at www.sportskemassan.se.

CZECHREPUBLICRybareni (International TradeFair forFishing)Date:March10-13Venue:BrnoExhibition Centre, BrnoVisitors: Tradeandgeneral publicwww.bvv.cz/rybareniLargest shing tackle exhibitionin central Europewithmore than82companies from three countriesrepresented.

SWEDENSwedishFlyFishingFairDate:March10-13Venue:Stockholm International FairsVisitors: Tradeandgeneral publicwww.ugskemassan.comRun in conjunctionwith theWild-nernessFair, theyshingeventattracted5,000visitors last year.

FINLANDFishingFinlandDate:March11-13Venue:Helsinki Fair Centre

Visitors: Tradeandgeneral publicwww.nnexpo.Part of GoExpo sevenoutdoorsport activity-based fairs.

UKTheBigOneDate:March12-13Venue: FarnboroughAireld,Farnborough,HampshireVisitors:General publicwww.shfacepromotions.co.ukClaimed tobe theUKs largestshing sale andshow. It attractsmore than16,000visitors andmany topbrands.

HUNGARYFeHoVa(FishingHuntingandArmsExhibition)Date:March17-20Venue:Pavilion A, HungexpoBudapest Fair Centre, BudapestVisitors: Tradeandgeneral publicwww.fehova.hu18thshing, hunting andarms

exhibition,which includesy tyingdemonstrationsandashingmuseum. Abig favouritewith thecountrys outdoor sportsmen.

SLOVAKIAFishing&LeisureShowDate:March17-20Venue: InchebaExpo, BratislavaVisitors: Tradeandgeneral publicwww.incheba.sk18thannual show runalongsideanumber of other exhibitionswhichattracted768exhibitors andmorethan68,000visitors last year.

BULGARIAInternationalNatureHunting&FishingFairDate:March30-April 3Venue: TheFairground, PlovdivVisitors: Tradeandgeneral publicwww.fair.bgFishingandhunting fairwhichattracted10,255visitors and112exhibitors in2010.

RUSSIASportsib,Hunting&FishingDate:March31-April 3Venue:World TradeCentre,Novosibirsk, RussiaVisitors: Tradeandgeneral publicwww.hunting-shing.sibfair.ru International exhibitionbased inamajor Russian region for shingandhunting.

HOLLANDVismaDate:March31-April 3Venue:Ahoy, RotterdamVisitors:General publicWebsite:www.visma.nlFull previewonpage24.

LATVIAAnglingRiga2011Date: April 1-3Venue:Riga International ExhibitionCentre, LatviaVisitors: Tradeandgeneral publicwww.rigaexpo.lv

Meetingplace for Latviananglingenthusiasts, it is part of the largerRecreation&Sport 2011Exhibition.

SWEDENSportskemassanDate: April 1-3Venue:Elmia, JnkpingVisitors: Tradeandgeneral publicwww.sportskemassan.seFull details above.

RUSSIAYenisey2011Date: April 7-9Venue:Siberia International Exhibi-tionBusinessCentre, KrasnoyarskVisitors: Tradeandgeneral publicwww.krasfair.ru Includes TheWorld of Sport,Hunting andFishing Fair. Attractedover 17,000visitors and200exhibitors fromRussia, China,Turkey, UAE, Ukraine andUzbekistan in2010.

Sportskemassan is unlikely to be an annual eventif numbers are down this year, says owners CEO.

EUROPESKEYSPRINGSHOWS IN2011RUSSIA Meetingplace for Latvianangling


COMMUNIQU

22

Carp Zoom signals ambitionswith new equipment brand

AnglingInternational March 2011

Carp Zoom, the Hungarian baitcompany known through-out Europe and beyond, hasannounced the launch of anexciting new brand for Europesanglers called Carp n Carp.

The development programme includeseverything from bivvies to beads with thepossibility that the go-ahead company willalso add carp rods and reels to its portfoliowithin three to four years.

Amazingly there were no plans for the newbrand as Carp Zooms team of consultantsand engineers entered the autumn/winterdevelopment programme.

It was always our intention to produce alimited range of end game products (terminaltackle) along with new additions to ourall-important bait range to meet the needsof our customers, explained ManagingDirector Salim Fadil.

But as we got further into the develop-ment process we realised there was thepotential for something more expansive andexciting. The result is that we have been verybrave and have created a new brand that we

Excited by developments:Carp ZoomManagingDirector Salim Fadil.

are very condent in for the future.In what is a considered customer-driven

strategy, the Carp n Carp product portfoliowill be rolled out in several waves. The rstwave includes essential accessories such asbivvies, shelters, umbrellas, holdalls, chairs,bedchairs, landing nets, weigh slings, seat-boxes and unhooking mats. In addition, thecomprehensive end game range will includelead core, hooklinks, stoppers and beads, leadclips, bait bands and boilie stoppers, hooks,swivels, anti-tangle sleeving, tubes and more.

The products have been eld tested byCarp Zooms shing consultants acrossEurope, making sure that feedback wasreceived from as many countries as possible.

Further additions to the brand will bedetermined according to customer demandand will be introduced at later dates, with thenext wave scheduled for the second half ofthe year.

Salim told Angling International that thetime for Carp Zoom to introduce rods andreels would come, but there were plans fornumerous other products before then. Rodsand reels will be the last wave, he conrmed.

While recognising that there is growingcompetition in the carp market, Carp Zoombelieves that it is very well positioned to makea big impact with its new brand.

Yes, there are a lot of good companies andbrands operating in the carp sector and somebig names coming in, said Salim. But it is a

Thereare lotsofgoodbrands incarpbut thereisenough roomforall ofus.SalimFadil

Chairs are part of the rstwave alongside (below)

bivvies, terminal tackle, rodholdalls and unhooking mats.

Carp n Carp range includes bivvies, beds, chairs and terminaltackle. Rods and reels are also possible, says MD Salim Fadil.

very big market that is continuing to growand there is a place for all of us.

Carp shing is developing in countrieswhere it was not popular before and peopleare still coming into the market in both theeast and west of Europe. And then thereis the USA and other parts of the world toconsider. Looking forward, I can only see thedemand for carp products increasing.

Also, the strength of Carp Zoom is that wealready have a well established and satisedcustomer base. They have been pressing usfor the last two or three years to supply carpaccessories. In the past they have had to buythem from other companies, but now theycan get them from the same supplier, whichmakes it easier and more practical for them.

We know our customers want theseproducts and we believe we will be able tosell whatever we make.

Despite the anticipation surrounding Carpn Carp, Fadil emphasised that bait remainshis companys core business and he will un-veil some of the companys new bait launchesin next months Angling International.

We have many plans for the next tenyears, but we will always be a bait brand rstand foremost. We will build other comple-mentary products around that as a service toour customers.

For details telephone +36 34 312 496,email [email protected] or visitwww.carpzoom.com.

22 AnglingInternational Mar

is enough roomforall

www.carpzoom.comww .

brand equipment new with

Chairs are part of the rstwave alongside (below))

bivvies, terminal tackle, rodholdalls and unhooking mats.

minaladilllFadil Salim .

pofus.SalimFadilofu


COMMUNIQU

24

Luremaker Skippy-sh has celebratedthe advent of2011 with twoblockbuster deals a milestone agreementwith one of Americas biggestretail chains and an arrange-ment that marks its rst realadvance into the UnitedKingdom.The company is on a roll

after announcing that Cabelas the worlds largestdirect marketer has agreed to stock its lures in 13 ofits 30 stores across the US.And that news has been bolstered by a distributor-

ship deal with Swift Worldwide, a European-basedshing tackle importer and manufacturer, to sell itsproducts in England, Scotland, Wales and NorthernIreland.Company founder and CEO Lou Consoli told

Angling International: We are delighted by the mile-stone deal with Cabelas we have been trying to tieup something with them for a couple of years.

UKSNASHTOSPONSORCARPANGLINGWORLDCHAMPIONSHIP

It gives us real credibility and exposure and bringsus to the attention of other big box chains across theUS.The store placing could be just the tip of the ice-

berg for Skippysh as Cabelass website is the mostvisited site in the sports and tness market and it hasa legendary catalogue business which produces 130million copies of 97 different titles encompassing 26billion pages a year.Consoli is also looking forward to its link-up with

Swift Worldwide and an opportunity to establish itsproducts in the UK.He said: To be in a position to sell our lures in

hundreds of UK stores is a wonderful opportunity.The soft plastic market is growing over there and I amcondent our products will be a success.Swifts Head of Marketing Alex McDonald said:

We feel that the inventive products from Skippyshwill give lure anglers an extra dimension to theirshing.Swift is based in Exeter, Devon, on the south west

coast of England. It holds over 10,000 lines of stockand services more than400 shing tackle retailersacross the UK and Europe.


Skippyshs double

CEO Lou Consoli: Thisgives us real credibility.

The Kevin Nash Group PLC has been named as a majorsponsor for the 2011 Carp AnglingWorld Champion-ship (CAWC). The specialist carp manufacturer based inthe UK has teamed up with Carp Tournament Series

organiser of the eventon the St Lawrence River,in New York, from Sep-tember 24th to 30th thisyear and will be offeringconcessions on tackle and

Organisers:VismahasmoretoofferthaneverMore than 20,000 angling fanatics will ockto Rotterdam inMarch for one of Europesbiggest sport shing fairs.

Visma in its 43rd year takes place atthe Dutch citys impressive Ahoy Arena avenuemore used to hostingworld famousartists like Usher and Justin Bieber.

But the event, which runs fromMarch31 to April 3, does have its own touch ofrazzmatazz to go alongside the seriousbusiness that has attracted over 80 topbrands, including Shimano, Spro and PureFishing. Some of Hollandsmost famousanglers will also be adding to the stardust.

Visma Communications Executive

Jolanda Dietvorst said: Visma 2011 hasmore to offer than ever before. Besides animpressive range of exhibitors, there aremany activities throughout the exhibition.

Theres a casting area, xed poleswork-shops and our now famous Hall of Fame,which showcases all the new products fromexhibitors. Visma is the biggest sportshing fair in Europe and offers 17,000m2

of angling fun, tuition and buyingopportunities.

The Holiday Squarewill be dedicated totourism, a growing category. Also popularwill be the BeetTheatre aworkshophosted by top anglers who among other

topicswill be discussing the street shingcraze that is sweeping across Holland.Visma opening times: Thursday& Friday 10amto 10pm; Saturday& Sunday 10am to 5pm.

bait throughout the duration of the competition.Alan Blair, of the Kevin Nash Group PLC, said:

Nash chose the event as a platform to highlight theNash name to the worlds best pro-level carp anglers.While on US soil we will expose American anglers to anexpanded variety of tackle and baits.The prizes are stacking up for the winning pair with

the news that as well as a minimum prize purse of$30,000 they will be invited to sh at bass legend RayScotts retreat in Alabama and also receive automatic

entry to the 2012World Carp Classic at the prestigiousLac de Madine, in France.Scott, founder member of the Bass Anglers Sportsman

Society (BASS), will be a special celebrity guest at theCAWC event and has even invited the winning pair tosh at his ranch, which has played host to many famouspersonalities including US presidents. Sponsorship opportunities are still available for thecompetition and further details can be obtained byemailing [email protected].

The Jarden Corporation the owner of Pure Fishing isexpected to announce record sales for 2010when itproduces its full results in the comingweeks.

The US-based conglomerate, which owns such iconicshing brands as Shakespeare, Berkley, Abu Garcia,Fenwick and Penn, will reveal annual sales of around$6billion across its three divisions.

The company says it is expecting fourth quarter salesof at least $1.6billion.

Chairman and Chief Executive Ofcer of JardenMartinE. Franklin said: The quarters strong performance isthe culmination of an outstanding year. The improvingconsumer environment, combinedwith the investmentsmade in the business, have resulted in record sales.Nextmonth Jardens results in full.

Okumas European distributor, Svendsen Sport, islaunching a newweb resource to boost promotion of thebrand in Europe. Okumashing.euwill be the platform forOkuma products and Svendsen is condent that it willbe a valuable tool for product specications, news andothermedia. In addition, a European Facebook fanpagehas been created to further develop Okumas brand con-sciousness. The page has already generated amassiveresponse, says Svendsen.

OKUMAONLINE

JARDENSALESLIFT


Pradco-Fishing has shown itssupport for grassroots angling witha $15,000 donation to an organisa-tion that encourages Americasyouth to take up the sport.The Fort Smith, Ark. shing

manufacturer has given the cashboost to the Future FishermanFoundation (F3) to support itswork in promoting sportshingand water-related pastimes.Pradco-Fishing Director of

Public Relations Lawrence Taylorsaid: We have been involved inpromoting youth angling for along time and our donation to F3 is an extension of that. We arelooking to the future and in a sense this contribution is puttingmoney where our mouth is.

F3 is the best way to make sure we reach as many youngstersas possible and we challenge other shing companies to match or top our donation.

Major American retail chain, Big 5 Sporting Goods, saw its Q4sales shrink by nearly 5% compared to the same period last year.The sports retailer, for which angling is a signicant business,

has 398 stores in 12 states. It revealed sales of $226.7million(2009: $237.6million) for the fourth quarter to January 2nd.However, for the full year 2010, net sales increased to

$896.8million (2009: $895.5million) and like-for-like salesimproved 0.8%.We are disappointed our sales came in below expectations,

said the companys President and CEO Steven G. Miller. Oursales turned negative over the key three-week period beforeChristmas. However, we are encouraged that positive sales trendsresumed after Christmas and have continued into 2011.

ICAST, Americas giant tackle trade show, has reminded AnglingInternational readers that its Buyers Guide is an invaluableonline year-round resource for locating sportshing gear,accessories and apparel.The easy-to-use version of the printed Guide, distributed

annually at ICAST by show organisers the American SportshingAssociation (ASA), allows buyers to search for exhibitors sellingthe newest and most innovative products.The Buyers Guide has more than 25 categories and is easily

navigated to nd information including company name, location,business type, products, website address and telephone number.ICAST is the only trade show in the world where

manufacturers display their entire product lines. The BuyersGuide is a one-stop location for companies offering the latestproducts, says the ASA.

The new factory being opened by Hangzhou Rongjia Garments issituated in China, and not in Taiwan as reported in our Februaryissue. The new factory will give the waterproof clothing companymanufacturing facilities in XiaoShan, Hangzhou and QuzhouCity in Zhejiang. Companies interested in doing business shouldcontact Sales Director Berry Su at [email protected].

Pradcocashboost foryouthshingproject

Showing support: PradcoDirectorof Public Relations LawrenceTaylor andhis youngest son,Michael, on ashing trip.

SalesdownforBig5

BuyersGuideprompt

Rongjiacorrection


COMMUNIQU

26

ImperialFishingbattleselements forCarpExpo


A ppalling weatherconditions couldntstop Imperial Fishingstravelling roadshowfrom reaching the CarpExpo in Stockerau, near Vienna, Austria.The companys touring six metre,

3.5 tonnes trailer reached the showafter an arduous 16-hour journeythrough heavy snow from its head-quarters in Germanys Rhineland-Palatinate region.But Imperial Fishing owner, Max

Nollert, was in no doubt that thejourney was well worth it. There wasa lot of preparation to make sure wehad enough stock before the showand the journey itself was an ordeal,he told Angling International. Butwe were delighted with the hugenumber of visitors that came to ourbooth. It was amazing.Imperial Fishing, which specialises

in boilies, mixes and additives underits Imperial Baits brand, uses thespecially branded trailer to exhibit atup to seven European carp and catshshows. Carp Expo annually attractsaround 3,000 visitors from up to 20countries. From there, the trailer washeading on to Carp Zwolle in theNetherlands.The company has also announced

the appointment of Julian Jurkewitz asMedia Designer. Jurkewitz, who wasalready a member of the Imperial Baitsconsultants team, will be responsiblefor the design of marketing material,including labels, advertisements andcatalogues. He replaces Peter Schuhwho has taken up another role in theteam.Imperials Expo offers are available

at www.carp-gps.com. The new tradecatalogue and Pimp My Baitbrochure can also be seen online.

Recordsaleshike for3MAmerican corporate giant 3M theowner of Scientic Anglers and RossReels saw its fourth quarter sales riseby nearly 10% to a record $6.7 billion.

However, the company haswarnedthat reduced protmargins causedby a rise in rawmaterials could seeacross-the-board price increases in all itssix operating divisions.

3M saw its Q4 prot fall by 0.7% as itsoperatingmargins slipped to 19.4% from21.9% a year ago.

In a conference call to investors, 3MChairman, President and Chief Execu-tive, GeorgeW. Buckley, said the groupintends to recover the highermaterial ex-penses through product price increases.

He admitted: Wewere late to thegame, but nowwe are onto it andwill beintensely focused on factory costs.

3M bought Ross Reels in Septemberlast year and it was added to the GroupsConsumer and Ofce Division, which sawits sales surge 8.4% to $961million forthe quarter.

Overall sales for the full year were up15.3% to $26.7 billion compared to 2009.

Buckley added: 3Mmade greatprogress in 2010 and achieved recordsales. Thatmomentum is continuinginto this year.

He also conrmed that a transitionprocess is under way to nd a new CEObeforehiscontractexpiresinFebruary2012.

UKHEADFORPUREFISHINGInternational shing tackle manufac-turer, Pure Fishing, has appointed asuccessor to former UK ManagingDirector, Graham Thomas, who leftthe company in the summer of last year.Grant Ottignon-Harris has joined

the Group, which owns top brandsincluding Shakespeare, Berkley, AbuGarcia and Penn, as Regional Directorfor the UK and Ireland.Ottignon-Harris is a passionate

angler who has nearly 20 years ofexperience within the shing tackleindustry.Ottignon-Harris will assume direct

responsibility of all UK and Irelandcommercial operations and will workclosely with the companys European,Middle East and African interests.Ottignon-Harris will report to

International Group President ofPure Fishing, Alistair Thorburn.


ICAN INTRODUCEYOUTO10,000BIGSPENDINGFLYANGLERSINASINGLEWEEKEND

SHOWREPORT

Chuck Furimsky owns a series of seven yshing consumer shows in the USA, thejewel in the crown being the Somerset showin New Jersey. Furimsky says it is the idealroute to the US market for Europeancompanies and he is looking for newexhibitors but just how powerful is it?

Its Saturday at the Garden StateConvention Center in New Jersey.Chuck Furimsky is sitting calmly inhis ofce, taking a ten-minute breakfrom overseeing the busiest day ofthe busiest y shing show in the US. Fromoutside the door comes the familiar murmurof a packed show oor and, if you listen verycarefully, the feint rustle of dollar bills beingcounted.The Somerset Fly Fishing Show is big

business for the dealers who come to sellto moneyed New Yorkers before the seasonstarts. And as always, this year business isgood. But Chuck has other issues on hismind. He believes European businesses aremissing a trick by not coming to his show,and he wants to tell Angling Internationalwhy. This is a golden opportunity to meetpeople 100% interested in their products, hesays as he settles back to answer our questions.

Chuck, you are keen to encourageEuropeanyshing brands to buy space at yourconsumers shows.Why should they?Because America is a huge market for yshing. The problem is, Americans dont nec-essarily travel abroad as much as they should or at least not as much as people in othercountries but if they wont come to you,Im offering a way for you to reach to them.And I can guarantee that the people comingthrough the door are dedicated y shermen;the only reason they are here is to nd newy shing products, nothing else. If I feel aproduct doesnt belong, I turn it away.

What specically are youoffering themthatwill help their growth in theUS?Its two things. First, if you want to knowwhether your y products will sell inAmerica, a morning at one of my shows willtell you all you need to know. The Americanpublic knows what it likes and it has noqualms in expressing its interest.

And the second thing?The second advantage is that the dealers areall here too. At any show you will nd 25 to30 of the top regional dealers. They will beexhibiting but they will also be on the look-out for what to sell in their stores next. If theynotice you have something that is interest-ing the public, theyll come and talk to you.Nothing entices them more than a boothwith a huge crowd around it. And following

Come inside: theDouble-treeHotel is part of theConvention Center com-plex at Somerset andatraditionalmeetingplacefor showexhibitors.

Chuck Furimsky hasmade a bold offer toEuropean y shingcompanies.

close behind is the media. They are here too,as are distributors. Its self-fullling. A booththat generates interest amongst consumerswill generate interest amongst the trade.Everybodys looking to be the rst with thenewest new product on the market.The best way to describe it is like a mini-

trade show because when they are not selling,the dealers are all walking the oor. But itsbetter than a trade show. A manufacturerexhibiting can sell enough product over threedays to cover the cost of being here. Can heclaim to do the same at a standard trade showwhere orders arent even being written anymore?

Whyare youmaking this pitch toEuropeansnow?Because in this day and age, everybody hasto be an exporter. Of course, it is easier thanever to make a connection with a potentialbuyer thanks to the internet, but still nothingbeats face-to-face conversations. Meeting peo-ple is still the best way to sell.

Youhave a series of sevenyshingshowsacross theUS. Aside fromSomerset,howmanyshould European companies signup for to see serious results?Its possible to test the market with just oneshow. Somerset is the top show thanks toits proximity to New York. It gets close to10,000 visitors. We also have the West Coastcovered with our California show and theRockies covered in Denver. There are twoother shows on the East Coast either side ofSomerset in the calendar, at Marlborough andRaleigh, so if you have condence in yourproduct and have done your homework, itsperfectly possible to block out a fortnight ofyour diary and cover all three. In that timeyou would have shown your products to26,000 committed y anglers.

But should your potential exhibitors have afoothold in theUSrst?No, you dont need to have a foothold in the


HOWTOBOOKYOURSPACE

THEVIEWSFROMTHE

This years show wasbusy, but just how fardo exhibitors supportChuck Furimskysview that Somersetis a must-attendannual event?

Simms has a strongpresence at six of theseven Fly Fishing Shows,and Somerset is essentialfor the companys salesstrategy, says NationalSales Manager AaronTheabolt (left). It alwaysworks well for us.

WhySomerset for Simms?Its a vital show because there is such a highdensity of dealers around here, and a tremen-dous customer base. People can be guilty ofunder-estimating how big y shing is in thispart of the country. Its incredibly popular.What is your strategy at the show?Doyou sell direct to consumers?No, our strategy is not based around sellingfrom our stand. In fact the products we havehere wont be in the stores for another twoto three months. Our strategy is to pre-promote these items to consumers ahead ofthe season. We are also here to support ourdealers. We have Simms staff who will workon our dealers booths elsewhere in the show

American market. If some-one comes here with animpressive booth, Americanconsumers and dealers areup front enough to walkright up and ask how theycan get your product. Theseshows work for anyonebecause you can make suchgreat contacts. Ask anyonewho comes. Marc Petitjeanhas been coming for yearsand he is no fool. Heknows he can sell here.

Its a big commitment intermsof timeandmoney.Howcan companies

maximise their investment?By coming with new products. The most suc-cessful exhibitors have something the Ameri-can public has not seen before. That doesntmean it has to be a new development, justnew to America. Alongside that, Id say doyour homework. And then pre-promote yourpresence. Dont be afraid to call dealers orthe media or distributors and tell them yourecoming over with a sensational new productthat they really must see.

Canyouoffer potential Europeanexhibitorsany incentives to come to Somerset?To be frank, the show sells itself. There isno dead space in the hall. Look for yourself,every area has visitors crowded into it. Thebest incentive I can offer is that I will getthem good space if they book early.

Howdoyoumarket your shows to Americanconsumers in order to guarantee ahighturn-out?I take full page ads in every major y shingmagazine and I mail out 90,000-100,000brochures to our visitor database. We adver-tise on the web, TV, radio and on billboards.

We also allownon-prot organisa-tions to exhibit forfree. They rally theirmembers to come.We contact everylocal outdoor writerprior to the show.Wed use smokesignals if it worked.

What is your ownstrategy for growth?Your consumershowsarewellestablished sowhatcanyoudo to keepthe businessmoving forward?The plan is to reneour offering. Weveadded a new showin Philadelphia

for March 5th and 6th and weve movedthe Charlotte show to Raleigh because ourmarket research showed that there are threetimes more y shermen there. But really itis not easy. Our shows are all virtual sell-outsand a lot of that success is down to timing.We keep to the winter so we dont clashwith the times when our visitors will be outshing. And there arent many dates left openfor us. Geography is also a limiting factor.We dont want shows competing for thesame audience. Wed like to bring backSeattle so maybe we will look at dropping ourleast successful show to make room for it.

Youhavemadeno secret of your offer todevelop a trade show for theyshing sec-tor. Following the launchof the IFTDShow,doyou still have ambitions in trade shows?Ive said Ill see how New Orleans goes. Itwill be a challenge for them to make it a suc-cess because of the weather and the Augustdate. It will be interesting to see how manydealers they get from their Denver heartland.What Ive said is that Im always available totalk. I dont want to compete with the IFTDShow so wont launch against it. I just wantto see a successful trade show because thathas a knock-on effect on the rest ofthe industry, including my own consumershows. If a company has a bad trade show,they have less money and less inclination toattend a consumer show. And if consumershows suffer so do dealers and then we areall in trouble.

THESIMMSVERDICTBelow. The G.Loomis standproved popular with visitorsover all three days.

Newexhibitors canbook spaceat the2012Fly FishingShows fromearly July. Unitl thatpoint, regular exhibitors are givenpriority,saysChuckFurimsky. Wedont re-bookatthe show. Our invitationsandcontracts gooutinMayandweallow responsesuntil July4thbeforeweopenspace tonewexhibitors.

Interested companies can contact usfor anapplication.We review theapplicationinformationanddecide if the companyts ourshowprole, thenwesendour showcontract.Even thoughmost exhibitors re-book,wealwayshavea fewopenings for newcomers.

For details of the2012Fly FishingShowscontact [email protected].

Above: Sage is among thebig brands that supportthe show.

Above right: One of themany y tyers that come todemonstrate their skills.


THEVIEWSFROMTHESHOWFLOOR

Dennis Klein, ownerMystic FlyRodsThis was our third yearat Somerset. Chuckhas done an outstand-ing job of getting theconsumers to theshow. I would be sur-prised if I heard that

Saturday was not a record attendance. Theaisles were almost unwalkable due to thesheer number of visitors. It was importantfor us to be here promoting our new entrylevel rod, The Reaper Series. The priceis entry level $199 but the quality isbeyond what you would expect. At Mystic,because we are all shermen, we focus hardon producing rods that can hook, ght andland sh without breaking tippets and put-ting the sh through undue stress. We alsowant to encourage new anglers to the sport.We have achieved all that with The Reaper.Its a great rod for newbies and that hasbeen shown by the reaction in the shops.Weve never seen sales like it for January.Somerset exceeded our expectations too.All the indications are that consumers areloosening up and are ready for their nextpurchase. www.MysticOutdoors.com

PeteCrommett (above right, with businesspartnerScottCaras), founderCheekyFlyFishing

Cheeky Fly Fishing is somewhat unique inthat were targeting a niche demographic ofprogressive y shermen pushing the limitsof the sport. Weve developed a y reelspecically designed to meet their demands the ultimate lightweight, large arbor y reelbuilt to last a lifetime. Somerset is marketedas the biggest y shing show in the UnitedStates so we gured we couldnt miss it.Between the volume of consumers, numberof exhibitors and quality of the presenters, wewerent disappointed. We were able to gaina ton of momentum for our brand and makekey connections with professionals throughoutthe industry. www.cheekyyshing.com

More views fromUS-based exhibitors at Somerset.

to drive sales of current stock. Thirdly, weare here to gather information. Somerset isincredibly useful for forecasting sales for thenext 12 months. Its amazing how well wecan predict our future sales based on howour dealers do at the show over the threedays and we are getting that informationrst-hand. Thats invaluable.Whatproductshaveyoufocusedonthisyear?We have a new category of non-wading yetshing-specic Gore-Tex footwear which isexciting consumers. We also have a new boatshoe, the Mariner. Footwear has denitelybeen the focus. We have a versatile line-upwhich looks good enough and is comfortableenough to be worn every day but is 100%practical for shing.What is the Simmsstrategy going forward?Simms is totally committed to developingclothing and footwear that is rst and fore-most for shing. Our products look stylishand, yes, we like that they can be worn awayfrom the water, but every design detail has ashing application. Our products are made toperform on the bank or boat, always.

Below: The focusof theSimmsstand is newlaunches, says AaronTheabolt.

THEAISLESWEREALMOSTUNWALKABLE

Advice from the Europeans that were there this year.THIS ISTHEBESTSHOWFORBREAKINGTHEU.S.

Marc Petitjean, DirectorPetitjean, SwitzerlandThis is the best show inthe USA because of itslarge attendance. Butmy advice to Europeanbusinesses tempted tocome over is, be patient.It wont happen in the

US for you straight away. If you come onceyou will be very disappointed. You need tobuild your presence. I dont come with newproduct every year because I launch everytwo years. My new MP-TT Bobbin, launchedlast year, has been selling like crazy in thehall. Its a major innovation in y tying andIm delighted with the reaction.www.petitjean.com

MortenBundgaard,MD/CEOPro Flytyer, DenmarkWe have only been in ex-istence for a year but havealready generated a lot ofinterest in the US withour Pro Tube systems andPro Weight Systems. Weasked our reps in the US

where we should go and they recommendedSomerset. I was hoping to sign deals withbetween ten and 15 dealers but it looks like

Olli Ojamo, InternationalSalesDirector, Eumer,FinlandAt Eumer, we believe inthe power of shows. Forus, nothing is better thanmeeting shermen faceto face and spreadingthe message about our

tube ies. Somerset is an important part ofthat strategy. The key is to keep coming back.In our rst year, people were intrigued. Lastyear, our second, we had customers comingand introducing new anglers to our stand.Also, the trade was intrigued to see us back.It took more of an interest. This year? Werock! The booth has been crazy with anglerswho either know and like our productsor have heard about them from friends.Through hard work and personal appear-ances we have grown our US business sothat we are now in more than 60 shops.www.eumer.com

being much, much more. Id recommendit to any European company, especially ifyou can combine it with, say, Pleasanton inCalifornia and Denver. That way, you reachconsumers right across the country.www.proytyer.com

30 AnglingInternational March2011


WHATNEXT INTHEEYEWEARSECTOR

EYEWEAR REPORT

The eyewear sector has seen a numberof advances in recent years. Here, its keyplayers explain how they are takingtheir products to the next level.

Consumers are more aware of the needfor polarised eyewear while shing andthis has resulted in a growing number ofproducts coming onto the market.Hand-in-hand with increasingproduct choice has been the technological advancesin shing sunglasses which has helped improve thehealth of eyes and the overall quality of the shingexperience.

Flying Fisherman, of Florida Keys, has been mak-ing shing sunglasses for over 25 years and its VicePresident, Linda Sheldon, told Angling International:More products are being designed with shingspecic-features oatable, anti-corrosion, ultra-light,exible, and stress point padding.More high-tech lenses are also being introduced

with advanced coatings and innovative applicationtechniques to keep pace with the needs of the market.Anglers want penetration through the glare

reected off the water, maximum UV protection andprotection from ying objects. All these requirementsare continually being assessed by manufacturers.Peter Crow, General Manager at SmithOptics, agrees.

He said: Eyewear is already so advanced that furtherimprovements present an increasing challenge formanufacturers. However, the industry will continueto respond and produce benets for the customer.

Lens performance is about technology, while frameadvancement is more to do with style. The aim atSmith Optics is to integrate performance and style.Armed with knowledge of the many products in the

marketplace, consumers are now starting to demandevidence to evaluate price against performance, saysMark Fisher, Director of Sales at WileyXEyewear. TheCalifornian-based company started life by supplyingAmericas law enforcement agencies and its militaryspecial forces with protective eyewear.Added Fisher: This approach is a welcome shift

from the following-the-herd mentality of everyone elseseems to wear them so they must be the best attitude.In this economy consumers are also putting more

scrutiny on what they are paying and why.However, he does not believe that technological

advances have typically characterised the sunglassescategory when it comes to shing. He said: If theylooked good and were polarised that combination wasoften good enough. If you throw in an ad with a sh

and a pro angler endorsement or two you become anaccepted premium shing sunglasses brand.Certain technologies and features can improve

shing performance and physical comfort on thewater and anglers are starting to be more discerningin that respect.Certied protection is now starting to be a factor

in the buying decision as eye injuries can occur whileshing.Chas MacDonald, President of Costa Sunglasses,

says his company spends a lot of time talking to itscustomers. He said: We hear them telling us thatthey want more aggressive styling, more lens materialoptions and more of what they like about our products.

Live Eyewear, the Californian-based manufacturerof products to be worn over prescription glasses, hascontinued to add cutting edge products to its range.The latest is Cocoons an addition to its OveRxseries which are available with grey Polare polarisedlenses that feature a ash blue mirror coat.

Looking good: CocoonsfromLiveEyewear aretypical of the advancesin eyewear technology.

H30TAKES ITS THREELENS TECHNOLOGY TOANEWLEVELSince 1994 H30 Polarized has beenknown for producing systems withthree polarised polycarbonate lenses(Yes, all three lens colours are polarised).Keeping with the three lens tradition,

H3O Polarized is introducing the newH3O LITE Series.The ve H30 LITE Series models all

come with three polarised lens colours,including Dark Gray, Amber and theexciting new Polar-Clear.H30 says that this Polar-Clear lens

is so close to clear that it can beeffectively shed down to totaldarkness; it is also light enough to beshed after dark for eye protection.

The H30 LITE Series will appeal tothe more price-conscious consumerwith its 1mm polarised TAC lenses.These lenses are a tremendous value.They carry a tough scratch coat andare easily replaced if needed.Couple that with a lifetime frame

warranty and H30 says you have atimeless polarised eyewear systemat a very attractive price.

BUSINESSCONTACTSTel:+1 920 739 4673Email: [email protected]: www.H30polarized.com

Advanced: thenewH3OLITE Series. >


TheCapeMaycompletesan impressive line-up from

Flying Fisherman.

Flying Fisherman celebrates25years instyleTheemergence of sunglasses in theangling market has been reected bythe success of Florida-based FlyingFisherman.The company, which celebrated its25th anniversary last year, has been at the forefront ofthe developing sector, producing a range of innovativeproducts for the discerning angler.Company Vice President Linda Sheldon told

Angling International: As anglers are becomingmore aware of the benets of polarised eyewear,the industry is responding with more specicsportshing products.Buoyed by the growing marketplace, Flying

Fisherman is continually reaching new marketsand last month announced that it had secureddistributorship agreements with companies inEurope, South America and Africa.Linda said: 2010 marked our 25th birthday

and during that period we added more skus andexpanded our distribution both domestically andinternationally.The positive response to the Flying Fisherman

brand in the global marketplace has sharpened ourfocus on customer service and 2011 looks verypromising indeed.Linda added that the company continues to de-

velop it range of quality products and to honour

its pledge to provide excellent customer service.It stays committed to increasing its market share.New launches in the forthcoming future will be a

new Master Angler RhinoLens Bifocal style and ongo-ing additions to its Action Angler Sunglasses series.Linda said: Our very well received SunBandit

line of face/neck protectors will be expanded to offermany new designs along with other new apparelitems.As Flying Fisherman celebrates it 25th year, many

of its long-time and loyal customers are growing olderwith the company. And that is why it has introducedtwo bi-focal styles to its Master Angler RhinoLens Series.They are available in three different magnication

powers and ideal for seeing while tying knots andreading maps eliminating the need to change fromsunglasses to reading glasses.Flying Fisherman says that now anglers can see

clearly with quality, affordable polarised eyewear thatoffers total UV protection. It also has the benet ofFlying Fishermans AcuTint Lens Colour System,which eliminates reected glare and enhances colourcontrast without distorting natural shades.The Falcon provides great polarised performance

and sleek, wrap-around coverage. Matte black TR90frames are extra durable with non-slip rubber noseand temple pads for a stay-put t.The shatterproof Flying Fishermans Polycarbonate

RhinoLens size is a generous 66mm and comes inAcuTint amber or smoke and three magnicationpowers: +1.50, + 2.00 and +2.50.The Cape May completes the line-up and is gener-

ously sized for ultimate coverage. It features polarisedside windows for better peripheral viewing, recessednose and temple pads and slotted temple tips for anoptional string attachment.The shatterproof RhinoLens size is 62mm wide

and provides protection from ying hooks, luresand debris. They are available in Shiny Black orShiny Tortoise frames with AcuTint smoke or amberlenses. They enjoy the same bifocal lens power ofthe Falcon and both pairs come with a micro-bredrawstring case.

BUSINESSCONTACTSTel:+1 305 852 8989Email: [email protected]: www.yingsherman.com

EYEWEAR REPORT

>

SnowbeeoffersaclearchoiceNew for 2011 from UK manu-facturer Snowbee is its PrestigeSports Sunglasses range that comewith three lens options. Theseinclude: Smoke for bright, lightconditions; Amber for lowerlight; and Yellow, which is idealfor evening and night shing orunder trees as a result of its lightgathering properties.Starting from as little as 15,

the range extends up to the ultra-lightweight, magnesium alloy

frame Magnalites at 69 and allcome complete with a carry case.The Snowbee TAC (Tri-Acetate

Cellulose) lenses offer superbclarity and protection from impactand scratches. They meet all thenecessary European andAmerican standards with 100%UVA protection, 80% UVB and99% polarisation.Starter packs are available and

come with six unit counterdisplay stands.

BUSINESSCONTACTSTel:+44 1752 334933Email: [email protected]: www.snowbee.co.uk

ct

d

Email:Website: www.snowbee.co.uk


HaberVisionburstsonto thescenewithonlineoffering

OceanEyesputsfocusonqualityandaffordabilityGiving anglers polarised and stylish sunglasses at afforda-ble prices. Thats the aim of Florida-based Ocean Eyes thecompany set up to provide quality polarised sunglassesthat wont break the bank.

Company owner Skip Ledinghamsays: Inmy view,sunglasses areway overpriced. Wewant to provide ourcustomerswith quality products that are within the reachof everyone.

Ledinghamadded: Weare proud to produce frames thatare up-to-date while also being able to provide timelessclassic designs for thosewho prefer style that doesntget old themoment a new product hits themarket.

All Ocean Eyes glasses are ttedwith lenses thatprovide protection fromharmful UV rays and are polarisedto reduce glare not brightness tomake thewater lookmore transparent.

A newcomer for this year is the Ocean Eyes Small Facesrange of new frame styles to t smaller faces. Consistingof veglasses in cool colours, they are all polarised andtrendily named.

In the adult range is the Tornadowith a TR90 framea memory polymer that is used in themanufacturingprocess to ensure that it is extremely bendable and lightin weight.

Also available with the TR90 frame are the Pipeline,Sportsman, and Fish Tale styles.

Ledinghamadded that one of the companys bestsellers is its Sea Ray style which features side shields.Another favourite is Go Fish, which has been on themarketsince 2000. He said: They feature frame-top ventilationand have never lost their style or appeal to anglers.Women anglers also love ourMalibu sunglasses.

All Ocean Eyes sunglasses comewith amicro-brebag for cleaning and protection from scratches.

The company says: Try our Ocean Eyes sunglassesand Sea More.

BUSINESSCONTACTSTel: +1 561 746 6

angling international magazine - march 2011 - 38

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