NEWS
THIS MONTH...
Pure Fishing’s European empire expands
Over the last 12 months a lot has changed at Pure Fishing. American fi rm, T_h e Jarden
Corporation, bought the company and then proceeded to make further brand acquisitions
to create a ‘new Pure Fishing’. TTW explains…
BACK in the early summer of the European trade saw the fi rst MATCH/FEEDER But it doesn’t stop there. Pure
2007 the global tackle trade sign of the potential power that FISHING: Historic name Fishing in Europe has developed
felt rumblings like it had never this organisation possesses with Shakespeare comes to the fore here, a strategy to build each brand
done before. One of the biggest the launch of its huge catalogue it has an excellent reputation in independently in each country
players around, Pure Fishing, collection for 2009. T_h is coupled Europe for its match products. Abu depending on the specifi c types
was bought out by the Jarden with the enlarged website can Garcia, Mitchell and Berkley also of fi shing that exist there.
Corporation, which also owns seem a little daunting especially have match and feeder fi shing well European marketing
the Coleman Company. Jarden to dealers who have to make covered within their ranges. manager of Pure Fishing,
then proceeded to shake-up sense of it to order stock. Luckily Fanny Champlon, explains:
the UK market by buying TTW can off er a brief guide as to TROUT: A top product for trout “For example, Mitchell has
one of its biggest tackle fi rms, how to obtain the most from this fi shing is Berkley Dough, but been pushed more in southern
Shakespeare. In doing this, huge organisation… Mitchell is the catalogue really Europe, France, Germany and
Pure Fishing became the overall worth browsing thanks to its reels Italy than it has anywhere else.
umbrella for the whole of SEA FISHING: Penn has and rods. Abu Garcia’s products are more
Europe with Shakespeare and products to cover all styles in suited to Nordic countries and
its popular brands now falling this discipline: surfcasting, boat, CARP: JRC is the carp-specifi c the UK.
into its stable. T_h e Pure Fishing spinning and big game. Mitchell brand in the stable. Its famous “Shakespeare continues to
brand stable was bolstered also has plenty to off er, covering bivvies, luggage, sleeping bags and develop products specifi c to the
by three: Shakespeare, JRC surfcasting and spinning. Abu recently introduced terminal tackle UK market in all disciplines
and Penn joined Abu Garcia, Garcia can also pitch in with range are all well worth stocking while also expanding into some
Berkley, Mitchell, Fenwick, sea fi shing retailers’ needs for carp retailers. other markets, for example:
SpiderWire and Stren taking the off ering baitcast reels such as the Finland.
brand total up to nine. Ambassadeur series. FLY FISHING: For top-of-the- “Berkley, Penn and JRC,
T_h e announcement that Pure range fl y equipment, Fenwick is meanwhile, also have the
Fishing would be the umbrella PREDATOR/LURE the specialist brand. It has much to potential to grow throughout
for these nine brands relieved FISHING: Berkley’s softbaits are off er from its IronFeather rods to Europe and should do so in the
the confusion that had reigned the real fl agship product here with its breathable waders – all of which long-term future.”
previously during a period when a host of new products including the are of the highest quality.
both Shakespeare and Pure Gulp! Alive! collection. Abu Garcia
Contact
Fishing operated side-by-side also off ers hardbaits as well as reels CASTING: T_h e Abu Garcia low-
Pure Fishing Europe
for a short time. T_h is ‘new’ Pure and rods, which are also covered profi le Revo reel and round-profi le
Tel: +33 450 967 700
Fishing with nine brands has not by Mitchell with products like the reels are the top orders here also
Fax: +33 450 340 521
been in operation for long, but Avocet II Copper reel. check out Berkley rods.
Web: www.eu.puref_i shing.com
42 TTW | JANUARY 2009
P42_TTW_01_News.indd 1P42_TTW_01_News.indd 1 17/11/08 2:07:58 pm17/11/08 2:07:58 pm
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