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RAPALA TO OPEN LURES FACTORY IN INDONESIA See p3 September 2011 Issue 44

SP APP EC AR IAL EL NOWD TO I MAILE 0+ S 0 0 S , S 2 E 1 USINESSTHE U B UND E ARO ORLD W

Essential reading for buyers in the tackle trade Online at angling-international.com

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Redington to sell direct from new website See p14 September 2011 Issue 44

SP APP EC AR IAL EL NOWD TO MAILE 0+ I S 0 S ,0 SSES 12 U E N I BUS UND THE E ARO ORLD W

Essential reading for buyers in the tackle trade

GLOBAL NEWS Simms looks beyond waders for growth

New ProDry clothing range is ready following three years of development p37

The astonishing growth of the CGC Expo

How China’s September show found its place in the world p33

Savage Gear signs key US deals ICAST launch paves the way for award-winning lures p52

Hardy North America sales up It has already surpassed 2011’s final figure p22

Online at angling-international.com

RAPALA TRANSFERS PRODUCTION FROM CHINATO INDONESIA It has moved 10% of its soft lure output, blaming rising labour costs, and there is room to expand the new factory in the future.

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apala has given the clearest indication yet that it is looking at outsourcing opportunities away from China by transferring production of some of its lures to Indonesia. The company has invested €0.5m in a new factory on Batam Island (see inset) – an hour’s ferry ride from Singapore po – to take 10% of Rapala’s soft lure output from China. The decision was announced at Rapala’s Second Quarter Presentation Pr by the company’s President and Chief Executive Ex Officer, Jorma Kasslin, as the group revealed the highest hi quarterly sales in its history. Kasslin said: “The cost of labour in China has been increasing in for some time and the ability to provide low cost production pr and the availability of labour has been a challenge and an will continue to be so in the future. “We have to make sure that we find low cost locations. Th cost of labour in Batam is 50% cheaper than China. The The et ethnic backgrounds between the two are also different. A big problem for us is the Chinese New Year, which falls right in the middle of our busiest manufacturing period. “Batam has a multi-ethnic workforce so there will be no problem there.” Rapala will not be the first major fishing tackle manufacturer to have a facility on the island – Shimano has been there for over ten years. Rapala’s decision comes hot on the heels of an announcement by the Jarden Corporation – owner of Pure Fishing – that it would be moving some of its production from the Far East back to North America.

Kasslin said that production is expected to start by the end of the fourth quarter and that the plant – employing between 150 to 200 people – will be run alongside Rapala’s Chinese operation. He added that no decision on future moves out of China had been reached. He said: “We do not know what will happen in the future. We have taken one floor of the building in Batam, but there are opportunities to expand on the site. “The challenge facing China is that it makes products for a North American market that is very price sensitive. We cannot lose sight of our price points. If the cost base erodes our price points and we cannot produce at the right price we will face problems.”

WHY BATAM ISLAND IS SO ATTRACTIVE

• Part of Special Economic Zone with Singapore • One-hour ferry ride from Singapore • Low unit labour cost • Good labour availability • Multi-ethnic workforce • Government support from Indonesia and Singapore • Free Trade area • Material supplies platform developed ● Global economist warns of increased challenges in China p10

COMMUNIQUÉ continued on page 8 >


SEPTEMBER 2011

Benvenuto,Bienvenida Bienvenue,Willkommen

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have to thank Mike Nussman for putting the idea for these words into my head. In his address to manufacturers at the ICAST Industry Breakfast, the ASA President talked of the definition of a brand as being ‘an expectation of performance’ – a phrase he recalled being used by a past ASA Summit speaker, David Martin. It immediately got me thinking about what the readers of Angling International expect from this magazine and their priorities when choosing to work with us. The next three days spent covering the show and speaking to existing and future customers largely answered those questions. My apologies if this sounds less than modest, but I was repeatedly told that it is the quality and depth of the magazine’s news that sets it apart. That, I am assured, is the key brand value that customers most identify with this publication. It’s not the first time such comments have been made. Indeed, it’s been a recurring theme since the magazine’s

launch getting on for four years ago. Other magazines may cover the same stories, but not in the same detail or with the same insight. It is this that draws the line between Angling International and other publications, we are told. We understand of course that Angling International is a commercial magazine in a commercial world. Advertising spend is our only revenue stream. However, be assured that our commitment to news and news features will remain intact. You wouldn’t have it any other way and we would not be doing our jobs if we did not continue to provide you with the news and what it means to you. • Welcome to five first time advertisers in this issue.

Mel Bagnall mel@angling-international.com

Meet the makers of Angling International... MEL BAGNALL, PUBLISHING EDITOR Mel’s vast experience in the angling industry includes six years as the publisher of UK company Emap’s angling business. He began his career on Angling Times where he was reporter, feature writer, sub editor and news editor. He has worked in magazines for more than 39 years.

ANTHONY HAWKSWELL, ASSISTANT EDITOR Anthony is an experienced news editor with a strong background in angling journalism, having worked as News Editor on the UK’s leading angling weekly newspaper, Angling Times. His background also includes time spent editing a national business-to-business title in the UK.

ROB CARTER, EDITORIAL DIRECTOR Rob began his career writing for and editing specialist consumer magazines in the UK (including Match football magazine, Fore! golf magazine and Trout Fisherman) before being appointed editor-in-chief of Emap’s contractpublishingdepartment.He is a founder director of Top Corner, the publishers of Angling International.

LUCIE HENTON, INTERNATIONAL COMMERCIAL DIRECTOR Lucie can call upon 11 years’ experience of delivering commercial solutions for angling clients. Czechborn, she is also familiar with other eastern European languages. Call her to discuss your advertising and marketing needs.

KEELY DOCHERTY-LEE, ART DIRECTOR As Top Corner’s art director and co-founder, Keely has 16 years’ design experience, and a proven record of producing successful ad campaigns, brochures and direct mail. She has worked with many angling clients and today leads the design team on Angling International, managing the editorial production of each issue.

STUART PAVLIK, US NATIONAL SALES MANAGER Stuart is based in North Palm Beach, Florida where he manages the accounts of Angling International’s US and Canadian clients. An avid fisherman with advertising experience gained at Florida Sportsman, Stuart has a strong understanding of worldwide fishing from his tenure at IGFA and from extensive travel.

MAGAZINE CREDITS 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; lucie@angling-international.com; Tel. +44 7825 999230; Skype. lpetrickova • U.S. National Sales Manager: Stuart Pavlik; stuartpavlik@aol.com; Tel. 561-627-2520 direct; Skype. stuart.pavlik • Publishing editor: Mel Bagnall; mel@angling-international.com +44 (0)1733 392 977 • Assistant Editor: Anthony Hawkswell; anthony@angling-international.com • Editorial director: Rob Carter; rob@topcornered.co.uk • Art Director: Keely Docherty-Lee; keely@topcornered.co.uk • Designer: Kate Holt • Database Manager: Graham Goor; grahamgoor@atgraphicsuk.com • Subscription enquiries: enquiries@angling-international.com • Colour reproduction: AT Graphics UK Ltd, Peterborough •THANKS THIS ISSUE GO TO: Kara Armano, Pavil Belykov, Gavin Burn, Fanny Champlon, Michael Colopy, Tony Conte, Matt Crawford, Michael Eisele, Joe George, Ellen Geskus, Graham Goor, Dmitry Gorodkov, Rindert Jansma, Christine Ma, Daniel Nussbaum, Steve Peterson, Noel Vick, Mary Jane Williamson. ● Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.

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Angling International September 2011


COMMUNIQUÉ RECORD FOR RAPALA I N S I G H T • A N A LY S I S • T R A D E N E W S

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innish lure giant, Rapala, has produced the highest quarterly sales figures in the group’s 75 year history. Its net sales for the second quarter of the year increased by 4% to €80.9m (€77.6m in 2010) to bring total net sales Rapala President and CEO, for the year so far to €155.6m Jorma Kasslin. (€148.4m) – a 5% increase on the same period in 2010. Net sales of the group’s fishing products increased 4% in the quarter and were driven by fishing lines, accessories and products from Dynamite Baits. In his report to shareholders, President and Chief Executive Officer, Jorma Kasslin, said that currency movements ‘negatively’ impacted lure sales. The performance of the dollar also affected sales in North America which were 8% down for April to June. Kasslin said: “Sales were also negatively

HEADLINE NUMBERS

● Q2 net sales increased by 4% to €80.9m (€77.6 – 2010) – the highest quarterly sales in its history ● Year-to-date (YTD) net sales increased 5% to €155.6m (€148.4m) ● Comparable operating profit increased to €13m (€12.6m) and for YTD to €25.1m (€24.4m) ● Group fishing product sales up 4% (YTD 7%) ● Other group product sales up 28% (YTD 16%) ● Q2 North America sales down 8% (YTD - 4%) ● Q2 Nordic sales up 7% (YTD 9%) ● Q2 Rest of Europe sales up 14% 9 (YTD 16%) ● Q2 Rest of the world sales down 6% (YTD + 4%) impacted by the late start to the fishing season as well as the economic uncertainties that are affecting consumer spending.” Sales of summer fishing and hunting gear – especially in Sweden and Finland – helped see a 7% rise in Nordic sales, while the rest of Europe saw a 14% sales hike supported by new business generated by

Dynamite Baits. Like the US, sales in Portugal and Spain were affected by the economic downturn in the two countries. Rapala has been working to bring down the group’s inventories and in Q2 embarked on special campaigns and clearance sales of slow-moving product lines. During the quarter, the group also established new distribution companies in Indonesia and Mexico which came on stream in July. Kasslin said: “The view on the general market situation continues to be positive for the remaining year with no major threats currently in sight. “After a slowish start in the major North American markets, sales have picked up and the short-term outlook seems good. “Sales growth is expected to continue during the summer in eastern Europe and encouraging signals have been received from several other countries, while gloomier outlooks are only reported from a few.” Kasslin added that Rapala’s 2011 sales are expected to exceed the previous year.

New York anglers get $1.65m licence refund

Jim Hutchinson: “No-fee registry will create and sustain jobs.”

New York recreational fishermen and charter boat operators will be refunded $1.65m for saltwater fishing licences they bought before the start of the year. Governor, Andrew Cuomo, has directed that the Department of Environmental Conservation (DEC) give money back to all those who had already bought a marine licence following the decision to bring back free fishing. Governor Cuomo said: “We fought for provi-

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Angling International September 2011

sions in the state budget to restore free fishing in New York’s saltwater areas, so its only fair that those who paid receive a refund.” The federal government requires that all fishermen in marine waters must be registered. The state originally met this by adopting a saltwater licence. However, the 2011-2012 New York state budget eliminated the licence, creating a no-fee registration programme.

Refunds totalling $1.35m have already been issued to around 9,000 saltwater anglers who bought a lifetime licence and now the DEC will start issuing money back to 200 charter boat operators and around 23,000 individuals. Jim Hutchinson, Managing Director of the Recreational Fishing Alliance (RFA), said: “I applaud the Governor for creating a no-fee registry and helping to create and sustain jobs in the fishing community in Long Island.”


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

New Chinese threats predicted

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world-recognised global economist has warned that the American fishing tackle industry faces increasing challenges in China in the next two years as that nation’s ageing leadership is replaced. Speaking to a packed audience of manufacturers, Michael Colopy said that further pressure on labour costs, rising nationalism and increased domestic demand for product posed a real threat to US companies with production in China. It would be increasingly important, he said, to have alliances and footprints in China. “With a new leadership about to take over we are looking at a period of potential instability, the scope of which it is difficult to get a handle on,” said Colopy.

Michael Colopy is predicting a new period of potential instability in China.

“There is upward pressure on labour costs and workers are becoming more aggressive in demanding their rights for higher pay and more benefits. There is a change in mood, with slowdowns and even sabotage in some cases, which could spread. “We may see some interesting shifts in regulatory levels of labour costs.” Addressing a sold-out industry breakfast on the first morning of the ICAST trade show, Colopy told manufacturers that political stability in the Far East might also be a concern under new leadership, explaining that China has long-claimed rights to the seas off Vietnam and the Philippines. Vietnam, in particular, is not backing down to these claims. “There is rising nationalism in China. Conflict anywhere in that part of the world

could have a huge impact on billions in US manufacturing.” However, there appeared to be a quieting of conflict between China and Taiwan, which will likely lead to ‘preferential factors’ for Western manufacturers doing business there. Colopy also talked of the remarkable rise of an enormous middle class in China, emerging from poverty in a single generation. Never in the history of the world has a population moved from poverty to middle class so quickly. This would create burgeoning domestic demand for product, which would put further pressure on products for export. Colopy, who will also speak at the ASA Summit on October 12th to 14th in New Orleans, advised manufacturers to take control of their own destiny.

Bay residents face gagging order LINEAEFFE UNVEILS

The corporation behind plans to build a massive mining development on one of the world’s most famous fishing resources has started a high court battle to prevent residents having a say on the proposal. The Pebble Limited Partnership has appealed to the Alaska Supreme Court to preScott Hed says that the vent the residents of Bristol latest move is both ‘scary and amusing’. Bay voting in a referendum on the project. As reported in earlier editions of Angling International, recreational fishing groups and conservationists across the globe have been fighting plans to prevent the mining project that it says would have a devastating effect on the region. Scott Hed, Director of the Sportsman’s Alliance for Alaska, told Angling International: “This latest move is both scary and amusing. The Pebble Partnership has consistently maintained that it will not go ahead with the project unless it has the support of the public and yet it is determined to stop them having a say.” A decision on whether a vote is allowed is

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2012CATALOGUE

expected at the end of next month. America’s Environmental Protection Agency (EPA) has started work on its scientific assessment on how the Bristol Bay watershed would be affected by the mining development and is expected to publish its findings next spring.

“The developer has always maintained that it will not go ahead with the project without public support.”

Angling International September 2011

Italian fishing tackle manufacturer, Lineaeffe, has published its new catalogue for 2012. Included in the enormous 512-page issue are ‘hundreds’ of new products for the forthcoming season, including rods, reels and floats. Lineaeffe, established more than 30 years ago, exports products worldwide, with international trade accounting for more than 60% of its turnover. Lineaeffe says that despite the economic downturn, it has kept a constant eye on the needs of its customers and delivered a complete range of value-for-money products. The catalogue will be available to customers at the beginning of this month (September).


September 2011 Angling International

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

Disaster fails to dampen sales

S NEW STRIKE PRO LURES FILL IMPORTANT PORTFOLIO GAP A new range of surfcasting lures unveiled at ICAST has filled an important gap in the Strike Pro portfolio. The Ron Arra Surf Pro series consists of 11 lures and is the culmination of four years research and development. Design consultant Arra, a five-time national distance casting champion and professional casting instructor, explained that his goal has been to create lures that could be cast long distances and which would also deliver the ultimate in lifelike presentation.

“These lures will give Strike Pro a stronger presence on the US East Coast,” he told Angling International. “They are great for species like striped bass, tuna and rooster fish as well as other exotic species worldwide. “They are perfect for surf casting from the shore and will enable anglers to reach longer distances.” The Ron Arra Surf Pro series is manufactured in Strike Pro’s Taiwan factory and will be available in the Autumn of this year.

himano has reported that fishing tackle sales in Japan have remained virtually unchanged from the previous year despite the earthquake, tsunami and Fukushima nuclear power plant crisis that dealt a ‘heavy’ blow to angling in the Pacific. The company has reported a 1.3% increase in fishing sales for the six months to June 30 2011 compared to the same period last year. Sales reached 22.554m yen to help the group report a consolidated total sales of 107.134m yen across its three segments. Its financial report revealed that the effect on its fishing business of events in March this year is diminishing, particularly in West Japan. However, affected by poor weather and other factors, retailers’ purchase motivation remained ‘lacklustre’. It added: “Despite such an environment, the Scorpion DC series of double-axis baitcasting reels for bass fishing and the Poison Glorious range of rods, jointly developed with Jackall Inc, continued to sell well. Overseas sales exceeded the level of the same period of last year because the Asian and Latin American markets remained upbeat, a situation that Shimano says is continuing from last year despite negative factors that included damage caused by hurricanes and flooding in the southern US, the financial crisis affecting certain European countries and the strong yen. The company is bullish about

prospects for the last six months of the year. It says: “China and other Asian countries are likely to enjoy continuing economic growth. “Advanced countries, such as the US and those in Europe, are expected to remain on a moderate recovery track. However, uncertainty about the finances of certain countries, high unemployment rates in Europe and the US, alongside rising oil prices are sources of concern. “For the Japanese economy, the dynamism of emerging economies centering on Asia is expected to remain a positive factor. Because consumer confidence has been weakened, reflecting the devastation caused by the earthquake, recovery of the Japanese economy is likely to be fragile despite demand associated with the reconstruction in the aftermath of the tragedy.” It adds: “In these circumstances, the Shimano group, while closely monitoring economic trends in Japan and overseas, is endeavouring to further improve operating efficiency and is concentrating on creating a stream of captivating products.”

The Scorpion DC baitcasting reels continue to sell well.

No to power station bid

In a judgement that will resonate in other parts of the world, a Netherlands court has rejected a bid to build a hydro power station on the Meuse River at Borgharen, near Maastricht. Sportfishing Netherlands and the angling club, VVM, had contested a licence given by the Court of Maastricht to Rijkswaterstaat, the implementing body of the Netherlands’ Ministry of Transport, Public Works and Water Management.

Ron Arra (left) with Strike Pro’s Chris Gonzales.

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Angling International September 2011

The judge ruled that the two existing hydro power stations on the Meuse River at Lith and Linne already cause too much damage to migrating species such as salmon and eels. It is the first time that Dutch angling organisations have gone to court to challenge the construction of a hydro power station. However, the battle is not over yet as Rijkswaterstaat is set to appeal to the High Court of Netherlands.


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

Redington plans to go direct to the customer via e-commerce

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op fly fishing brand Redington is planning to go ‘direct to consumer’ as part of a broader sales strategy. The company, part of the Far Bank group of fly businesses in the US, will begin selling online from October 1st this year. However, Far Bank’s Director of Sales, Marc Bale, insists that contrary to rumours, there are no plans to close dealers as part of the new policy. “We are planning to go direct, but in no way, shape or form are we closing dealers,” he told Angling International. “It is simply a case of providing our customers with an additional option. “This is far more about expanding the brand experience than total focus on e-commerce.” Bale did concede that some dealers may choose not to continue working with Redington because ‘they may not like the direction we are heading’, but emphasised that the underlying point was not to lose any sales. From October 1st, visitors to the Redington website will be presented with three options. One will be to buy local by clicking through to a dealer directory. The second will be to buy through authorised Redington dealers set up for online transactions. The third will be to buy direct. “We are saying that consumers can buy directly from us if they so desire and we

Marc Bale: “We are in the process of growing the Rio brand.”

“We are saying that consumers can buy directly from us if they so desire and we welcome the chance to get closer to customers.”

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Angling International September 2011

welcome the chance to get closer to customers. But we are not launching a screaming e-commerce website,” emphasised Bale. “We have come a long way with the help of dealers and they remain a key part of our marketing plan, but the product range in many instances is beyond the inventory of what a lot of dealers can carry. “We are in the process of growing the Rio brand and we expect it to continue to grow.”

Asked whether Redington’s plans for going direct could be the precursor for similar moves by fellow Farbank brands, Sage and Rio, Bale said there was currently no intention for this to happen. “However, if we look down the road five or ten years it is very likely that most brands will be selling direct and Sage and Rio could well be among them,” he added. “It is a question of timing, who goes first and how you do it.”

Far Bank appoints global sales head as market grows Far Bank Enterprises – owner of the RIO, Sage and Redington brands – has appointed a Director of Global Sales as it continues to expand its share of the fly fishing market. Paul Clark – formerly with leading golf brands, TaylorMade, Adidas Golf and Fila North – will be in charge of Far Bank’s global sales force and its customer service department. “I am a passionate fly fisherman and taking this position with such a well respected company could not be more thrilling. I believe my experience in building strong brands around strategic distribution lends itself to all three Far Bank brands,” he said. Travis Campbell, Far Bank President and CEO, added: “Paul’s background brings a wealth of sales and sales management skills to this organization, as well as invaluable experience building global sales capabilities.” Far Bank Director of Sales, Marc Bale, will

work closely with Clark during the transition period as well as continuing to focus on the group’s growing international business. He commented: “After more than 20 years of leading both the Paul Clark: A ‘passionate’ sales and marketing fly fisherman. charge, I’m really happy to be moving off the most forward of front lines, but in the same breath can say I look forward to being able to focus on our growing export markets, which will include Canada as well as anywhere else outside the US. “I’m particularly looking forward meeting people at EFTTEX in Paris next year.”


• Boone exports to 70 Countries from its Florida Warehouse • Boone maintains fill rates of 98%+ while maintaining competitive pricing • Boone celebrates 61 years of service to the Saltwater market Come see us in 2012 at the ENTRANCE to the following International Shows EFTTEX - 31st Consecutive Show ICAST - 60th Consecutive Show — Booth 1606


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

China Fish venue is confirmed

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hina Fish is returning to the New China International Exhibition Centre (NCIEC) in Beijing next year. Longer term the show is likely to take place at the same location every year, although that venue has not yet been confirmed. The NCIEC location proved popular in both 2009 and 2011, when exhibitor satisfaction levels were recorded at 84%. This was in stark contrast to 2010 when the Jiuhua International Exhibition Centre on the outskirts of the city was heavily criticized, with 79% of exhibitors expressing their dislike for the venue. China Fish President Li Jiang told Angling International: “Yes, the NCIEC will be booked for 2013 or 2014. We expect to sign the contract soon. It is hard to say that the venue will always stay the same, but I do intend to fix one venue for the show as lots of exhibitors complain that frequent change

causes problems.” Space at the NCIEC is limited, but Mr Li explained that there is no plan to extend this in the next few years, despite the fact that all booths for 2012 have been sold and there are already more than 30 companies on the waiting list. “The primary purpose now is to protect the exhibitors’ interests by maintaining the right balance in the number of visitors to exhibitors,” he said. “In the future we will attach much more importance to quality than to numbers. “Only when the number of international buyers increases significantly will I consider enlarging the exhibitor space.” Growing the number of international exhibitors also remains a priority for China Fish. In 2010 the show attracted 20 international exhibitors from nine countries. In 2012 there will be at least 34 from 14 countries.

60,000 set for Russian showpiece More than 60,000 people are expected to attend the 30th Jubilee exhibition of ‘Hunting and Fishing in Russia’ from September 9th to 12th. The event is growing annually by 15% and this year is expected to have more than 650 exhibitors at the All-Russia Exhibition Centre, in Moscow. Deputy Director of the Hunting and Fishing in Russia 2011 Team, Dimitry Gorodkov, explained that the major part of the exhibition is dedicated to fishing. He said: “It represents over 60% of the exhibition area and more than 350 of the exhibitors will come from the angling trade”. “The exhibition opens up opportunities in the huge Russian market to foreign fishing tackle companies and we have heavily promoted the event in Asia and many European countries.” Among well-known brands at the show this year

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will be Extreme Fishing, Normark, Salmo and Izumi, alongside hundreds of Russian and eastern European based firms.

Angling International September 2011

“We hope that many more international exhibitors will respond to the improved quality of our service,” added Mr Li. “The ideal situation for the show’s future development is that international companies make up more than 50% of all exhibitors. Then China Fish would truly become an international fishing show.” The New China International Exhibition Centre in Beijing.

CUSTOM ROD SET TO ‘ECLIPSE’ 2010

The organiser of the International Custom Rod Building Expo expects to eclipse ‘by a wide margin’ the 3,000 rod builders and 50 exhibitors who attended last year’s event. Tom Kirkman, the event’s founder, said: “The show has become not only the world’s premier event for custom rod builders, but also serves as an annual trade exhibition for the industry. The rods of tomorrow can be seen today – the Expo is where all the technological advancements are unveiled.” Next year’s Expo will take place on February 25th and 26th at High Point, North Carolina. It will also feature 25 education seminars as part of the daily admission price.


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

Praise for Pure Fishing

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ure Fishing’s success in the EFTTEX Awards was highlighted by parent company, Jarden Corporation, as it posted an 8% increase in net sales compared to the same period last year. While applauding Berkley’s ‘Innovation of the Year Award’ for its NanoFil line, Jarden President & Chief Operating Officer, James Lillie, conceded that the corporation’s fishing business had ‘suffered’ from the floods in the South and Midwest states of the US and the impact of the earthquake in Japan. However, he added: “Fishing actually picked up in mid-June and turned positive. The weather has since been pretty supportive of the fishing industry across the US as we are seeing warmer conditions and hotter summer activity. “I believe that the fishing operations will recover in Q3 and regain most of what it lost in the previous quarter.” Pure Fishing is part of the Outdoor Solutions division of Jarden which led the way for the group by contributing $772.8m in revenue for the quarter – an 11% rise on the equivalent period in 2010. Lillie added: “Jarden successfully managed a volatile and difficult economic environment during the quarter and delivered a strong top and bottom line performance. These results were driven by excellent sales in Outdoor Solutions. “Coleman, our camping and outdoor business, performed particularly well, driven primarily by tents, coolers and sleeping bags, and helped offset the adverse impact of our fishing business.” Overall, for the three months up to June 30th, net sales

at Jarden increased 8% to $1.7bn compared to $1.5bn for the same period last year. Martin E. Franklin, Executive Chairman, said: “Jarden continued to deliver strong sales growth and record earnings in the second quarter. “Our robust pipeline of new products across each of our operating segments, coupled with our authentic, trusted brands and dedicated workforce, lays the foundation for this future growth. I am excited by the future of our business and proud to report that during 2011 we have won a significant number of industry awards.” The Jarden Corporation is a leading provider of global consumer products and employs over 25,000 people worldwide and boasts over 100 household name brands.

Pure Fishing’s Senior Product Development Manager Line, Jan Van de Bovenkamp, at the launch of the award-winning NanoFil.

Innovative Lures agrees Swedish deal Danish company, Innovative Lures, has signed Stoxdal AB as its distribution partner in Sweden following a successful meeting at EFTTEX in June. Stoxdal has already taken receipt of a variety of product, including the company’s popular new vertical jerkbait, Jiggy Jr (left). “Stoxdal has a great reputation in Sweden and was recommended to us as a good partner,” explained Innovative Lures founder, Lars Sogaard. “They subsequently visited us on our booth at EFTTEX in Amsterdam and it soon became evident that they are highly professional and quite simply

understand our products really well. They will therefore be able to demonstrate and present them effectively to shops and anglers. “In addition the team consists of terrific people who we very much look forward to working with.” Christer Lindholm, of Stoxdal AB, told Angling International: “We are a wholesaler with 300 retailers in the Swedish market. Our goal is to offer quality products at a competitive price and we believe Innovative Lures exciting new products will sell well in our market.” For further information call +46 303 77 6590, email info@stoxdal.se or visit www.stoxdal.se. Innovative Lures also distributes in Denmark, Finland and Holland.

NEW TERMS FOR SIX ASA BOARD MEMBERS Six members of the American Sportfishing Association (ASA) board of directors have been elected or re-elected to fill three Regional seats and three At Large seats. Regional seats went to: Martin McDonald, Conservation Director, Bass Pro

Shops (re-elected), Dick Pool, President, Pro-Troll Fishing Products (re-elected) and Aledia Tush, President, CB’s Saltwater Outfitters. Dave Bulthuis, Vice President of Sales, Costa (re-elected), Paul Schluter, President, St Croix Rods (re-elected),

and Gary Zurn, Senior Vice President, Marketing and Dealer Services, Big Rock Sports took the At Large seats. Their terms begin on October 1, 2011. ● This year’s ASA Summit will take place from October 12th to 14th at the Leows New Orleans Hotel.


September 2011 Angling International

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

Extreme Fishing set to open base in America

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Worldwide ambitions: Extreme Fishing ing owner, Vitaly Pchelnikov.

ussian lure manufacturer, Extreme Fishing, is to open a distribution centre in the US following a successful debut at the ICAST show. Company owner, Vitaly Pchelnikov, revealed that the new facility will be based in Los Angeles. The deal is due to be finalized in late August after the International Fly Tackle Dealer (IFTD) show in New Orleans. “I visited my partner partne immediatelyy after the ICAST show and he agreed to help me set up

the new distribution centre using his existing facility in LA,” said Pchelnikov. “It will be Extreme Fishing’s first step into the US. There was a lot of interest in our products during the Las Vegas show, but without having stock there it is not possible to start to sell. Now we can do that. “We will soon begin trying to find sales reps who will help serve small orders and companies.” Extreme Fishing’s high quality lures (below left) have already generated huge interest at the EFTTEX and China Fish shows this year and an Pchelnikov is focused on widening his worldwide wo sales network. He is also targeting distribution dist partners in South America and Canada. Ca “Quality is very important in the US, making ma our lures perfectly suited for that market,” ma added Pchelnikov.

Z-man Fishing wins ‘copy’ lawsuit American lure maker, Z-Man Fishing Products, has vowed to continue its battle to protect its intellectual property rights after winning a lawsuit against a rival company. Phenix Rod & Bait, of Orange, California, has agreed to discontinue all manufacture, marketing and sales of its product, the Vibrator Jig, following the ruling in the Federal Court. After the success and growth of the Chatter Bait, the Vibrator Jig was one of many copies to hit the market. A lawsuit was filed by Z-Man alleging that the Phenix Vibrator Jig infringed the patent and trade dress rights of the ChatterBait lure (pictured right). Johnathan Zucker, President of Z-Man, said: “The settlement marks another accomplishment in Z-Man’s policing campaign to protect

intellectual property value in the ChatterBait product line. “We will continue to see to it that all infringers are pursued to the fullest extent of the law. “Our intention is that situations like this will help educate the fishing tackle industry about the importance of respecting the intellectual property rights of others.” Charles Benge, co-owner of Phenix, said: “After reviewing the facts of the case and conferring with council, Phenix has a much greater respect and understanding of the intellectual property rights surrounding the original ChatterBait.” A settlement amount between the two companies was undisclosed.

FIRST CONSUMER FISHING SHOW FOR CHINA The organisers of China Fish and the CGC Expo will be launching China’s first-ever consumer fishing show next year. The Beijing Admire Exhibition Company expects around 40,000 people at the four-day event that will take place at the China World Exhibition Hall (left) in the heart of Beijing. President, Li Jiang, told Angling 20

Angling International September 2011

International that he expected around 200 exhibitors at the show, which takes place between August 23rd and 26th. He said: “We talked to our exhibitors at China Fish and CGC and many of them showed great interest – among them some famous international companies. If it is successful, I expect other consumer fishing shows in China to follow.”

ALSO THIS MONTH ● Leeda trade tour Leeda will kick off its UK-wide Trade Shows tour in Bromsgrove this month (September). It will take place at the Holiday Inn, Bromsgrove, Worcestershire from September 19 to 22. Other dates are: September 26 – 28: Gatwick Worth Hotel, Crawley, Sussex; October 4 – 6: Braid Hills Hotel, Edinburgh, Scotland; October 10 – 13: Holiday Inn, Warmsworth, Doncaster, Yorkshire; October 25 – 27: Holiday Inn, Wilmslow, Cheshire; October 31 – November 2: Bedford Lodge Hotel, Newmarket, Suffolk; November 8 – 9: Templeton Hotel, Templepatrick, near Ballyclare, County Antrim, Northern Ireland. Over 200 new products will be available to retailers with many exclusive deals. ● Somerset Fly Show

date announced The Somerset Fly Show, the flagship event in Chuck Furimsky’s US Fly Show series, is scheduled for January 27th, 28th and 29th. Somerset is one of seven events in the series and will be celebrating its 20th anniversary in 2012.

● Shimano’s top

distributors named Shimano has named Rapala France and Normark Polska as its top two distributors of the year. Rapala France was chosen for its excellent sales performance in 2010/11, market share gains with Shimanobranded monofil and for taking advantage of market trends and meeting consumer demands with specially developed products. Normark Polska also delivered excellent and sustained sales figures as well as beating all

initial expectations with its PowerPro sales and making an entry into the monofilament market with Shimanobranded products. Each company received a cash prize to be spent on a marketing campaign for 2012. ● Fish and Fly

investors Fish and Fly, the angling website business, has announced two new investors and directors and a change in company name. Graham Sherren, founder and former chairman and CEO of Centaur Media, has been appointed nonexecutive chairman. He is currently chairman of Casis Media. Robin Coates, formerly a publishing board director at Centaur Media, has also joined to help oversee commercial activity. “With further investment we will be able to add a series of features beneficial to members and advertisers,” said Sherren. Richard Hewitt remains Chairman and Managing Director of Fish and Fly, which will in future be known as McNab Media.

● Richworth boxes

clever Top French carp angler and reigning World Kick Boxing Champion, Yohan Lidon, has joined UK-based Richworth Bait Company as a consultant. Lidon, who has fish up to 60 lb to his credit, said: “I spend endless hours training so I turn to carp fishing to relax the mind and recharge my energy.” Richworth Media Manager, Pete Wilson, said: “In France Yohan has a massive fan base. Richworth’s products are in high demand across Europe and to have a guy like Yohan promoting the bait can only be good.”


EUROPEAN FISHING TACKLE TRADE EXHIBITION Paris, France 1st-3rd June 2012

The heart of the industr y

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REPORT PRODUCTS • REACTION • INTERVIEWS

ICAST PROVES ITS VALUE GOES WAY BEYOND ORDERS

The USA’s key trade show has established itself as the essential rallying point for the industry there, writes Mel Bagnall. “ICAST is now invaluable,” he says.

I

CAST – the world’s largest industry event – remains a key venue for retail and wholesale buyers, but it is much more than just a trade show, a fact once again demonstrated by ICAST 2011. The show, under the auspices Mel Bagnall: “The of the American Sportfishing changes are seen Association (ASA), represents a as positive.” rallying point for the industry, a flag under which the trade gathers to demonstrate its unity and to register its opposition to forces working against recreational fishing. ICAST has become a voice for recreational fishing, giving it a strength and standing that is proving invaluable against a backdrop of a wounded economy and alarming unemployment figures. And while fewer orders are written than in years gone by, the fact that the show has become more media-orientated was seen as positive by most exhibitors I spoke to.

Judged by conventional measures – attendance numbers, exhibitor satisfaction, showfloor atmosphere – ICAST was without doubt a resounding success. In what is clearly the most important of those factors – exhibitor satisfaction – ICAST scores emphatically. “Preliminary survey results from both exhibitors and attendees are very positive,” confirmed ASA President and CEO Mike Nussman. “Despite the effects of a down economy, many report that ICAST 2011 was one of their best shows.” Nussman’s sentiments were roundly echoed by exhibitors, as seen by the responses reported on these pages. Many of the comments, about the state of the industry as well as the show itself, make interesting and encouraging reading. Speaking at a packed industry breakfast, Nussman had set the defiant tone of the next three days by talking of how the ASA is meeting challenges to ban recreational fishing, to resist invasive species and to improve federal fisheries management. He also reported significant progress achieved by

the Association’s KeepAmericaFishing Campaign, which in the last 12 months has grown its database from less than 20,000 anglers to more than 450,000. “The KeepAmericaFishing website, launched as the hub of our angler advocacy efforts, is visited by more than 30,000 anglers each month,” said Nussman, adding that the site demonstrated the sport’s weight of numbers to state and federal legislators. When I remarked later on the show’s remarkable resilience in the face of seeming adversity, he told me: “Recreational fishing is the number one gateway activity to the outdoors and will always be popular. There are more than 60 million American anglers, so it is clear that our country’s passion for fishing will not go away any time soon. “We expect to see even more retail buyers in Orlando next year. Florida is the number one recreational fishing state in the US. Also its location makes it easy to reach for people in the South East and in the population centres in the North East. Additionally, Orlando is a shorter flight from Europe and South America.”

ICAST – THE KEY DATA

Attendees

Exhibitors 24

63

700

53

63

900

822

525

525

530

2,300

2,000

2,140

1,200

1,221

1,270 396

412

427

7,400

7,000

7,000

Compared to last year, ICAST 2011 saw an increase in the number of exhibiting companies, 7% increase in buyers and a small increase in the number of overall attendees. However, Orlando 2009 attracted more attendees and buyers.

Booths

Angling International September 2011

Buyers

Media

Int Visitors

Countries

■ 2011 ■ 2010 ■ 2009


The views from the show floor in Las Vegas Ian Scott, President, Thinktank Lures “The show went well for us. There was a great deal of interest in our line from the media, distributors and retailers. I think 2012 will be a good year for the industry overall, and Thinktank Lures in particular, as there seems to be a growing focus on innovation. We will be at ICAST next year where we will roll out two or three new lures that we intend to be the best in their segments.”

Keeton Eoff, Strategic Development Fishing Analyst, Hobie “ICAST was everything we expected, with the added bonus of the Hobie Revolution 11 winning the best boat award. The relationships we have made and the new ones we continue to develop are the most exciting part of our business. “We are strong supporters of ICAST and everything we see within the fishing market is positive. We love the lifestyle of our industry and the opportunity that comes with it. If current news or political information seems to cloud your view, then take a kid fishing. Your perspective is sure to change.” Ron Stallings, Export and Retail Projects Manager, TTI-Blakemore Fishing Group “We were more than pleased with the outcome of ICAST. Our Daiichi World Record Promotion was received extremely well by all. The attendance, the strong attitude of the attendees and the overall buzz of the industry outlook was a fantastic barometer for 2012. Our outlook as an industry, even with the challenges of government and economy, is very positive. As people of the outdoors, we strive to keep our minds focused on the future of our industry. The folks at ASA and EFTTA have done a remarkable job keeping us informed of the day-to-day battles they face. This, coupled with the headstrong attitudes of the manufacturers, wholesalers, dealers, outdoor media and other industry partners, makes our outlook as a whole very strong. This industry is strong and we fight hard when faced with adversity. Shows like ICAST and EFTTEX are very positive influences, bringing new life to our industry each year.”

The Simms booth was a focal point of interest.

of our new products and gaining valuable feedback from customers and the media. We absolutely achieved that this year. Our appointments were up 7% over last year and booth traffic was excellent – even on the last day. There was an uptick in international buyers and we had meetings with visitors from outside the US.”

Matt Gray, Marketing Manager, Wright & McGill Company “Once again ICAST proved a useful tool for Eagle Claw as our business relationships were fortified and marketing

Francesco Di Bene, Vice President, Airrus Rods “The show was a pretty good experience. We received much interest from buyers around the world and now we are discussing details for distribution in France, Holland, Mexico, Uruguay, Argentina, Canada, South Africa, Australia, Japan, Israel, Russia and the Ukraine as well as a presence in some of the big box stores in the US. “The Nano Fusion rod, which incorporates the new Bucky Paper material, received most interest. It was important that people got to see and feel how good the rod really is and that ‘nano’ isn’t just a term used to sell more rods. Visitors found the sections using Bucky Paper are really impressive. “Another model that that attracted a lot of attention was the Comatrix 2.0. Buyers wanted to have a closer look at the construction quality and the performance and it received a lot of positive responses.” Jeff Schluter, Vice President Sales & Marketing, St Croix Rods “There was an upbeat, positive mood about the show and quite a lot of innovation. Our key goal for ICAST is a successful launch September 2011 Angling International

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REPORT and public relations goals realised. It is an event we look forward to every year as the launch of great new tackle and the possibility of new business. Once again ICAST offered one of the most beneficial opportunities to create and retain business. As a gathering point of a who’s who in the industry, there is no better place to touch base and network with those who offer the greatest ability to increase revenue. We see an upswing every year in international visitors and opening these doors to new avenues of trade is valuable and profitable.” Chris Morgal, Assistant Brand Manager, Northland Fishing Tackle “The attendance seemed as though it was down on last year, but our booth was pretty busy throughout the show. The atmosphere was generally positive. ICAST is more of a media show and unlike events like EFTTEX, it is not a show where you do a lot of business. It is more of a meeting place and a good opportunity to talk to customers. Over the last couple of years we have seen an increase in the number of international visitors, although we found that there were more international visitors at EFTTEX.” Ole Bjerke, Vice President Portfolio Management and Marketing, Mustad “We were very happy with the show – especially the response we got from our customers at the launch of our new promotion, Hook A Million, and reaction to our new Grip-Pin. Our Pro Staffer, Kevin VanDam, did a cracking job promoting the new hook – he must have been interviewed on film at least 15 times during the show. There did not seem to be as many people walking the aisles, but we were pleased with the quality of the visitors. Las Vegas is always a popular venue so it will be very interesting to see how Orlando compares next year.” Cyrille Mathieu, VP Sales and Marketing, VMC “ICAST was a very successful and busy show for VMC like every year, but more specifically this year with VMC getting the best Terminal Tackle Award for its SpinShot hook. The booth never emptied and we were busy the whole time with retail accounts and manufacturers enquiring about the many new items VMC introduced this year. When extending availability of jig hooks, treble hooks, double hooks and live bait hooks for manufacturers to the extent we did this year, a show like ICAST is essential. It is the only time of the year that we have an opportunity to present a full assortment of our products to the right people in the industry. The ICAST team did a great job and we are excited to be in Orlando next year.” John Kushnerick, Zebco “Zebco had a great ICAST and accomplished all of 26

the objectives we had for the show. We were able to launch our new Quantum EXO series of rods and reels according to plan and found the response and the booth attendance great. “ICAST is not a barometer for the industry. Rarely has there ever been a negative industry sentiment at the show. The barometer of the show comes in September/ October when we get pre-orders and major line item listings. Success is measured in orders…not goodwill. The fishing industry rises and falls on consumer sentiment. The overall US economy is beyond our direct control. Our control is to provide innovation to the consumers and trade at competitive price points.”

Satisfied exhibitor: John Hoge reported considerable

Lawrence Taylor, Public Relations interest in Panther Martin’s six-pack trout spinners. Manager, Pradco-Fishing “The economy has been hitting the headlines for “We had a really good show and all the wrong reasons, but it was good to report that a tremendous reaction to our the atmosphere was much better this year. There plans to celebrate next year’s seemed to be a more buoyant feel about the place. 50th anniversary of the Rebel “I am looking forward to Orlando next year as it lure. Our intention to give away a gives us a chance to hook up with those customers bass fishing boat – decked who do not make the long journey to Las Vegas. It is out in Rebel graphics at the Bassmaster 2012 – was good to hit the other coast once in a while.” really well received.

2011 ICAST NEW PRODUCT SHOWCASE AWARD WINNERS There was no doubting who were the top dogs at ICAST’s prestigious New Product Showcase Best of Show winners event. That accolade went to Pure Fishing, which scoped five awards, including Overall Best of Show for its all-conquering Berkley NanoFil line. It picked up the award just weeks after winning the Innovation of the Year Award at EFTTEX in Amsterdam. As well as Best of Show, Pure FishCategory Overall Best of Show Apparel Boat Boating Accessory Combo Electronics Eyewear Fishing Accessory Fly Fishing Accessory Fly Fishing Reel Fly Fishing Rod Freshwater Reel Freshwater Rod Giftware Kid’s Tackle Line Hard Lure Soft Lure Saltwater Reel Saltwater Rod Tackle Management Terminal Tackle

Angling International September 2011

ing also won the Freshwater Reel, Kid’s Tackle, Line and Hard Lure categories. While Pure Fishing took the spotlight, the awards in Las Vegas were also special reason to celebrate for Shimano, who picked up three awards, and Frabill who won the apparel category for the second year running. Daiwa was also another two-time winner, while Sébile picked up its

Company Pure Fishing Frabill Inc. Hobie Cat JL Marine Systems Daiwa Corporation Johnson Outdoors Marine Electronics Costa G. Pucci & Sons VestPac Temple Fork Outfitters Shimano Pure Fishing Shimano 3D Picture Store Pure Fishing Pure Fishing Pure Fishing Koppers Fishing & Tackle Corp Daiwa Corporation Shimano American Corporation Plano Molding Company VMC

14th major award at ICAST. Looking ahead to next year’s New Product Showcase, ASA President and CEO Mike Nussman said: “There are plans to raise its prominence and visibility within the sportfishing community, for companies and consumers alike. Our goal is to make it synonomous with the innovation and technology prevalent in our industry. The full list of winners is outlined below.

Product Berkley NanoFil Frabill Suit Hobie Mirage Revolution II 10ft Power-Pole Blade Edition Daiwa D-Shock DSH-4Bi Combo Humminbird 1158c DI Combo Costa Women’s Collection P-Line Sparrowhawk DriftPac BVK Fly Reel G. Loomis Pro4X Abu Garcia Revo MGX G. Loomis GL2 3D ‘Exploring Smallmouth’ Picture Casting Game & Sound Fishing Kit Berkley Nanofil Sebile D&S Crank LIVE TARGET Hollow Body Mouse Saltiga SATG5000H Terez Rail Rod 4674 Hydro-Flo Tackle Bag Spinshot


September 2011 Angling International

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

Hengrun steps up OEM plans

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hinese fishing tackle manufacturer, Ningbo Hengrun, has embarked on an ambitious expansion plan that will see it target the Americas and Europe for OEM and ODM business. The company sees the two markets as its priorities in the forthcoming 12 months, with the emphasis on its trolling reels for the North and South American markets and its spinning reels in Europe. Already well established in south east Asia and eastern Europe, Hengrun is determined to push its boundaries into Russia and central Europe, including the UK, France, Germany, Holland and Spain. Sales Manager Evan Zheng told Angling International: “We are looking to expand our business and are keen to spread the message to companies that want an OEM and ODM supplier.” Over the last decade Hengrun has established itself as one of China’s major manufacturers of reels. Its 200-strong workforce produces more than 1.8 million reels a year from a 26,000 sqm manufacturing facility in Ningbo, in the north-east of Zhejiang province.

Above: Hengrun reported strong interest in its reels at ICAST.

The company has just returned from a very successful ICAST where it reported serious interest, mainly in its trolling reels. To bolster its business plan this year Hengrun plans to launch new trolling and spinning reels that will be available soon. Zheng said: “We pride ourselves on our professionalism, teamwork and enterprise. We also insist on innovation by using the latest technology. “We have progressed steadily over the years and now produce reels that are well received all over the world for their functionality and style. “We look forward to welcoming new customers and creating fishing reels hand-in-hand with them.”

IF4 seals ‘unique’ deal The International Fly Fishing Film Festival (IF4), which features films produced by professional and amateur film-makers around the world, has announced an “unprecedented media deal” as it prepares to launch into the US market. North West Fly Fishing LLC, a competitor to IF4 parent company Bird Marketing Group, has agree to promote IF4 with insertions in all its publications during the 2012 tour. BMG President Chris Bird explained: “This groundbreaking development embraces the concept that there is a more open and inclusionary approach to business. North West Fly Fishing is supporting IF4 fully aware that this will be

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Angling International September 2011

a source of revenue for our publication, Fly Fusion, through licence sales and/ or ticket revenues. No publication would normally entertain an idea that would direct revenues towards a competitor. “The uniqueness is that both organisations see the bigger-picture value in working together.” Fly Fusion in turn has agreed to remove the exclusive nature of its relationship with IF4 to share media sponsorship with Northwest, Eastern and Southwest Fly Fishing magazines. Northwest Fly Fishing Publisher Steve Cole commented: “We think this initiative will create new synergy within the fly fishing community and help grow the sport. The US launch will increase our own brand awareness.”


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

Dyneema goes to court to stop unauthorised use of its brand

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SM Dyneema has demonstrated its determination to prevent the unauthorised use of its brand by moving to stop Design Fishing Tackle from claiming use of a specific grade of its fibre. Design Fishing Tackle denies any intention to mislead and says the situation occurred because rulings regarding the use of Dyneema were not clear to them. DSM Dyneema is now in the process of discussing with Design Fishing Tackle possible future collaboration. In a statement, DSM says that the Polish company claimed to be using the SK90 grade of fibre for its fishing lines and was also using the Dyneema registered trademark. However, it points out that SK90 is designed for rigging on sailing yachts and is not intended for fishing lines. It says that it does not supply SK90 to Design Fishing Tackle. In another move, DSM successfully applied for an injunction against the unauthorised use of the Dyneema brand by Design Fishing Tackle during EFTTEX in June. The Netherlands company goes on to explain that it immediately applied for an injunction

against the further unauthorised use of the Dyneema brand through the district court in Amsterdam. The court granted the injunction and ordered Design Fishing Tackle to cease the unauthorised use of the Dyneema brand on penalty of a fine of 50,000 Euros, says the statement. “We need to rigorously protect our highly-valuable intellectual property,” said Noud Steffens, Marketing Manager at DSM Dyneema. “For the benefit of all concerned we cannot and will not tolerate any misuse of DSM’s trademarks and patents. We intend to put an end to the unlicenced, inappropriate use of the Dyneema brand.” Vice President of Design Fishing, Artur Szalkowski, commented: “We have been using Dyneema-type fibres in braided line for many years. Most of our suppliers buy raw fibre from Nippon Dyneema, a joint venture between DSM and Toyobo. Through all these years we have never been informed that anything is wrong or that we cannot use this name on our braids. “We will take further steps to avoid conflict in the future. We have removed the Dyneema

Noud Steffens says Dyneema will not ‘tolerate misuse’.

logo from pictures of all products on the internet and we are have also printed new labels and boxes. “We now know that DSM owns the rights to the trademark. Before, we thought working with Nippon Dyneema made it okay. “We are not cheats or copiers or thieves. We are a highly respected company in the market. If DSM had notified us before EFTTEX we would have taken the appropriate steps earlier.” DSM’s vigilance over the use of its brands has been stepped up since the launch of its brand licencing programme, reported exclusively in the May issue of Angling International. The company selected a number of leading braid companies to join the scheme as Premium Manufacturing Partners (PMPs) to ensure the products they provide are based on true Dyneema, the Ultra High Molecular Weight Polyethylene (UHMWPE) manufactured by DSM. And now it is inviting more manufacturers to become partners in the programme in its attempt to manage and monitor the use of its coveted Dyneema fibre.

$5.7m raised for fisheries EM O FOR EVERY SE

EA MARKET. PL ENQUIRE

EUPHRATES DY N A MI C

Tel: +90 282 373 78 58 Fax: +90 282 373 78 62 Email: info@mercanltd.com www.mercanltd.com 30

Angling International September 2011

The State Fishing Licence Marketing Programme contributed more than $5.7 million in gross revenue to fish and wildlife management efforts in the US last year. The programme was developed by the Recreational Boating and Fishing Foundation (RBFF) to increase licence sales nationwide. It aims to increase participation in fishing and generate awareness of the connection between fishing licence sales and conservation efforts. The latest participant in the scheme is the Wyoming Game and Fish Department, bringing the number of states currently taking part to more than 30. Since its launch in March 2008, 33 state partners have sold almost 840,000 fishing licences through the programme. Last year the programme led to the sale of more than 290,000 fishing licences and permits in 31 states.

“We’re pleased to work with Wyoming to encourage anglers to get back out on the water,” said RBFF President and CEO, Frank Peterson. “Our recruitment and retention programmes and our national Take Me Fishing campaign are increasing licence sales and ultimately funding critical state conservation efforts.” The RBFF’s communication methods have developed considerably since its campaign began, with digital technology and social media playing a much bigger role. “The objectives have not changed, but how we talk to people has,” explained Vice President of Communications, Heather Sieber. “We are much more focused on reaching people through digital means. It’s a case of using the same method of communication that our target audience uses.” TakeMeFishing.org has attracted more than eight million unique visits since it was relaunched in 2008.


Instant Response


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

CGC Expo growing up fast as it offers buyers unique chance to view manufacturers’ facilities Show organiser Li Jiang explains the impressive growth of the CGC Expo in Weihai. What began as a showcase for China’s smaller factories is now something else too: a route for Western companies to supply their own materials into the industry’s heartland and site visits for buyers.

T

he ‘kid’ brother of China Fish – the CGC Expo – is growing up fast. Since its launch in 2008 the event in Weihai – the heartland of the nation’s fishing tackle manufacturing industry – has blossomed into a major show in its own right. Li Jiang: Looking at other venues as CGC looks set to The figures are pretty outgrow Weihai home. impressive and speak for themselves. Since its launch in 2008 the indoor floor space has doubled to 24,000 sqm and an outdoor arena of 19,000 sqm has been added. At the first CGC Expo there were 170 exhibitors – this year the organisers confidently expect 390 and more than 1,500 domestic buyers compared to 209 on its debut. The Expo is expanding so quickly that show organiser, Li Jiang, expects it to outgrow its home in

the Weihai International Exhibition Center at some stage soon. He said: “We are now looking at alternative venues in other fishing tackle manufacturing areas of China. “However, we cannot say when that will be because a lot of other factors need to be considered, including the attitude of the local government in the area, the exhibition centre’s facilities and its transport links.”

Jiang added that it is planned to switch the venue for the show so that it visits other fishing manufacturing centres in China such as Ningbo, Hangzhou, Cixi Guangzhou and Shengzeng. Unlike China Fish, which is a trade show, the CGC event is split. The first two days concentrate on business customers with the remaining two open to the public. Jiang said: “While there is a long history of consumer fishing shows in other countries – like America – there is not one public show in China. There are only six fishing magazines in the entire republic. Except for one of those – China Angling – the circulation of the others is less than 10,000. “That illustrates the lack of communication between the manufacturer and the end user. Next year we plan to launch a new consumer fishing show in Beijing and in the years to come I expect others to follow. “As China’s economy continues to develop rapidly

September 2011 Angling International

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

many overseas companies will want to enter our domestic market and the CGC Expo can serve as a gateway for them to show off their products to a growing sector. “The demands of the Chinese market are huge and the CGC Expo has seen a considerable number of wholesalers and retailers from across China visit the show. It is also considerably cheaper to exhibit at the CGC Expo than China Fish so the event attracts a wider range of companies that would not normally be seen at the international trade shows.” As an international trade event the CGC Expo is no rival to China Fish, which is truly global in the number of international buyers and exhibitors it attracts. This year more than 2,464 overseas businessmen

from 84 countries attended and 2012 is stacking up to be just as successful, with 33 international exhibitors from 14 countries already booked. As its appeal to a wider audience grows, the CGC offers the chance to visit a region where over 600 tackle companies produce everything from raw materials to the finished article. Less than 100 companies from around Weihai exhibit at China Fish. Jiang says it is an opportunity to look at products that have never been shown on the international arena. Jiang added: “One of the big benefits of the venue is that buyers can arrange site visits after the show. Weihai is a city where both the biggest fishing tackle manufacturers and the smallest co-exist and there are opportunities to meet them both.”

EXHIBITOR PROFILE

EN International

Hong Kong-based lure manufacturer, EN International, is set to launch 10 new lures at this year’s CGC Show in Weihai. Details of the newcomers have yet to be revealed, but the company has released an artist’s impression of one of them – the Clown Wobbler (pictured below). General Manager, Lydia Leite said: “The quality of our lures is just as perfect as the famous Japanese brands, but our prices are much lower. “Many anglers are not buying high quality Japanese lures because of the cost. “To allow anglers to enjoy fishing with the best quality lures, we have developed Usumi ranges that combine Japanese technology, tooling and quality craftsmanship with Chinese labour. “The end result is a competitive retail price for top end lures.” EN International is famous for its range of Usami lures which, it says, incorporate the best quality steel, plastics and paints, combined with Japanese and French hooks to give “outstanding’ performance and striking good looks.” Lydia Leite added: “The CCG show gives us an opportunity to meet our customers, show them our new products and discuss our plans for the coming year. The event is not as big as China Fish, but still has benefits for our company.” With its main markets focused on eastern Europe, EN is looking to expand in western Europe and the USA. Lydia Leite said: “ Although the CGC show does not attract as many international visitors, we will still be looking to recruit some distributors at the show, especially for OEM, ODM and OBM business.” BUSINESS CONTACTS Email: Lydia.usami@gmail.com Website: usamilure.co.jp

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EXHIBITOR PROFILE

Holly Kudos

Holly Kudos, a regular exhibitor at CGC Expo, has changed its name to Holly Creations Fishing Tackle. The company is using this year’s show to highlight its new name and announce a move to a new office and showroom at Room 208B in the GangLing Building, QiLu Road, in Weihai. Its main home remains in Danyang, in the Jiangsu Province where the manufacturing facilities are based. Holly Kudos Fishing Tackle is part of Holly Gifts, a daughter company of the Jiangsu Holly Corporation, a publicly quoted company with a turnover of $600m (US). President, Wu Dong said: “We never wanted to use the name Holly Gifts because we are not in the gifts business – therefore we called ourselves Holly Kudos Fishing Tackle. “However, Holly Gifts has recently changed its name to Holly Creations which is a more suitable name for a fishing tackle company. So using the Holly Creations name makes logical sense. ”In the past some buyers have confused us with smaller Chinese companies that had names which resembled ours. By calling ourselves Holly Creations that will not happened any more.” “Since we introduced the Holly Kudos company at the CGC Expo in 2009 our marketing department has worked hard to promote the company and the brand.

Angling International September 2011

If they had not done that we would not be in the position to change the name now. “If a relatively small, unknown company changes its name it could run the risk of getting lost in the crowd. I am confident our company is now well known enough to all major buyers that we do not run that risk. The market knows who we are and what we do.” Holly Creations is looking forward to a busy CGC Expo and for the first time it will be displaying its new range of Downforce carp rings and systems. Downforce is the company’s new ultra-fast sinking range of braided hooklinks – including skinlines – and leaders. Dong said: “The CGC Expo is very important to us. It is held in Weihai – the capital city of the Chinese fishing tackle industry – in September which is better than February for planning new product launches for the coming season.” BUSINESS CONTACTS Tel: + 86 189 2157 5219 Fax: + 86 511 8681 6788 Email: info@holly-creations.com Website: www.holly-creations.com


EXHIBITOR PROFILE

EXHIBITOR PROFILE

Weihai Hanhigh

M&W Fishing Tackle

Weihai Hanhigh sees the CGC Expo as an ideal opportunity for its customers not only to visit its booth at the show, but also to check out its state-of-the-art manufacturing facility in the Chinese city. Company Chairman, Wang Qiangang, told Angling International: ”Being located in Weihai – one of China’s biggest fishing tackle manufacturing regions – allows visitors to the Expo to see what happens behind the scenes in our factory. “We welcome our customers to come and visit us on site and see for themselves our innovation.” The company describes itself as an innovator and leader in the science and technology field. It says that it is dedicated to customer service and takes great pride in its integrated structure where product development and sales work closely together to produce market-focused and forward-looking products. Weihai Hanhigh specialises in the manufacture of carbon fibre fishing rods and opened up a new factory in Weihai in 2009 with the capacity to produce 200,000 rods each year. Many samples will be on show at the Expo although the company reserves new product launches for China Fish in Beijing. Qiangang said: “We have been exhibiting at China Fish for more than 10 years and regard it as the biggest and most influential fishing tackle show in the world. The CGC is only four years old and much smaller, but it is still important to us - especially in dealing with our domestic customers. “We are always looking for distributors, but for us the CGC Expo is more about showing our brand to the marketplace and telling people what we do.” Qiangang added that if previous shows are anything to go by, he will be in for a hectic time at the CGC Expo. He said: “We have always found it very busy. Our booth is constantly full and it is a great chance for us to meet our customers.” BUSINESS CONTACTS Tel: + 86 631 538 1861 Email: caoxiaofei@hanhigh.com Website: www.hanhigh.cn

Jigging specialist M&W Fishing Tackle is investing “a large sum” of money to build up a worldwide distribution network for its products. The Chinese company is building on its success in its domestic market where it has distributors in Shanghai, Beijing and Guangzhou to develop the business overseas. As a result it has already secured new partnerships in Australia, South Africa, Greece and New Zealand. Du Lin, Manager of the Publicity Office, told Angling International: “We are looking for more distributors globally, but especially throughout Europe and Asia. We believe our products will particularly appeal to the European market where jigging is popular.” ar.” The company will be at the CGC Expo in Weihai where it hopes to attract new distributors. rs. It will also be showing off its growing range of products ducts and using the event to

raise awareness of the M&W brand. “We are actively improving the quality of our products for the international market. We will be adding two more rods to our Ocean Star and Ocean Wolf Mk11 jigging ranges and new Ocean Wolf spinning and casting reels,” added Lin. “The feedback on our products – and the new accessories we are introducing–hasbeen veryencouragingandsaleshavereflectedthat.“ BUSINESS CONTACTS Tel: + 86-580-2085611 Email: mwjigging@live.cn Website: www.mwjigging.com

CGC EXPO GROWTH TABLES EXHIBITING AREA (INDOOR)

2011 2010 2009 2008

EXHIBITING AREA (OUTDOOR) 24,000 sq m 20,000 sq m 16,000 sq m

12,000 sq m

19,000 sq m 9,000 sq m n/a n/a

DOMESTIC BUYERS

EXHIBITORS

2011 2010 2009 2008

2011 2010 2009 2008

390 * 379 252 170

1,500 * 1,115 472 209

CONSUMERS

INTERNATIONAL BUYERS

2011 2010 2009 2008

2011 2010 2009 2008

2011 2010 2009 2008

350 * 628 483 233

20,000 * 15,000 3,000 not known * expected in 2011

CGC EXPO ESSENTIAL INFORMAT INFORMATION CGC EXPO

GETTING THERE

Venue: Weihai International Exhibition Centre, Weihai, China Dates: September 22 & 23 (trade only) September 24 & 25 (consumer)

DEPARTS Beijing Shanghai

Show schedule September 22: September 23: September 24: September 25:

Exhibitors: 8.30am to 5pm; Exhibitors: 8.30am to 5pm; Exhibitors: 8.30am to 5pm; Exhibitors: 8.30am to 4pm; Dismantling: 4pm to 9pm

Visitors: 9am to 5pm Visitors: 9am to 5pm Visitors: 9am to 5pm Visitors: 9am to 4pm;

Guangzhou Seoul

FLIGHT NO. CA1827 CA1597 CA1587 FM9255 MU2285 CZ3787 OZ309 KE839

Flights to Weihai MODEL 737 733 737 CRJ 320 319 320 7379

SCHEDULE every day every day every day every day every day every day every day every day

FLIGHT TIME 07:45 -- 09:05 11:55 -- 13:15 17:10 -- 18:30 12:25 -- 14:05 11:10 -- 12:50 09:55 -- 13:20 09:00 -- 09:10 14:50 -- 15:00

AIRLINE COMPANY Air China Shanghai Airlines China Eastern Airlines China Southern Airlines Asiana Airlines Korean Air

Shuttle bus: Free shuttle bus to the venue will be available in the hotels appointed by CGC team. Taxi: For convenience take a taxi to the venue. It would cost RMB 40(US$6) from the farthest hotel. September 2011 Angling International

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Sonic-Pro Waders Thousands of stitch holes found in traditional waders just vanished in the blink of superior technology. Sonic-Pro Waders feature seams welded with sound. Smart. And ultra-durable. All three models come stuffed with pockets, for warming hands and stashing tackle. The first time you pull on a pair will be the last time you

Seam technology licensed via Orvis Patent 7,770,235

worry about leaking waders. Check out the NEW Sonic-Pro products. NEW for 2012, the Men’s Sonic-Pro Jacket and Women’s Sonic-Pro Waders. Contact your sales representative to see these and more new products from Redington.


Clothing markettoday Introducing Angling International’s exclusive insight into the global clothing market, revealing how companies are meeting consumer demand to drive expansion, the importance of brand positioning and, of course, a host of exciting new products from the key players.

SIMMS ENTERS NEW TERRITORY

Top brand introduces clothing range designed to meet the high demands of the professional angling fraternity.

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imms, the American apparel and soft goods specialist, has expanded its strategy in an exciting move that sees it enter a new market segment. The Bozeman, Montana, brand has long been synonomous with high quality waders and clothing for guides and hardcore anglers. Now it has decided to complement its range with clothing that meets all the demands of the professional angling fraternity, bringing its new ProDry line to consumers after three years of testing by a cadre of tournament level fishermen. “We’re excited about the potential growth in this market segment,” said Diane Bristol, Simms Director of Marketing and Brand Management. “Our strategy clearly begins with professional anglers who have to be prepared to fish in any conditions. “It’s similar to when we began manufacturing waders. We made them foremost for guides, the hardcore anglers who need premium performing gear to make a living. “That’s what we’re doing here – making high performance gear designed especially for a group of passionate anglers who fish in the most demanding conditions. “In doing so we have set a new standard in outerwear performance. And let’s not forget these products perform equally well for our freshwater and saltwater fly anglers.” K.C. Walsh, President of Simms, further emphasised the importance of his company’s broader strategic direction. “We’re a fishing company, not just a fly fishing company,” he told Angling International. “And this latest slate of products is made for people who

K.C. Walsh: “We’re a fishing company, not just a fly fishing company.”

are passionate and committed to fishing whether they’re tournament anglers, guides, industry professionals or avid anglers who hit the water hard every day.” Simms relationship with W.L. Gore is critical to the success of the new product line. “Nobody has more experience producing waterproof, breathable fishing products with Gore-Tex than Simms,” added Diane Bristol. First to come off the ProDry production line is the ProDry Gore-Tex Jacket, Bib and Pants that attracted so much attention at ICAST in July. Take a close look at the garments and the expert input from high-profile tournament anglers is apparent. A number of ingenious features that consumers will find enormously practical in the field include a wrist cuff that can be ‘cinched down better than anything on the market.’ There is also a clear watch window, so you don’t have to remove your jacket to check the time. Packaway hoods, with two adjustable cinch cords, are sensibly designed to go over hats and helmets of all sizes; and practicality is again to the fore in the design of pockets equipped to handle sandwiches, soft plastics

IN THIS SECTION

37 Simms 38-39 Frabill 40 Redington 41 Shimano 41 Aquaz 42 Hart 43 Hardy & Greys 43 Aqua Design 43 Flying Fisherman 44 Glacier Outdoors

or personal possessions like smart phones and spectacles. Coming from the trusted Simms brand and endorsed by Bassmaster professionals, the ProDry will be considered the perfect outerwear by many boat anglers who need to stay dry – and fishing – in all conditions. The ProDry jacket is available in fury orange, delta green and steel grey, the bib in delta green and steel grey and the pant in gunmetal. Simms, which has underlined its commitment to the new products by signing six bass anglers to its inaugural Simms pro Tournament Team, is already expanding the line for 2012, with plans for further additions in 2013. BUSINESS CONTACTS Tel: +1 802 265 0852 Email: matt_crawford@madriver.com Web: www.simmsfishing.com

September 2011 Angling International

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2011 CLOTHING I N S I G H T • A N A LY S I S • T R A D E N E W S

FRABILL PROVES ITS STAYING POWER A second victory in succession at ICAST has cemented Frabill as the coming force in fishing apparel. The key? Being fiercely focused on the needs of anglers.

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f anyone was in any doubt about Frabill’s credentials in the fishing apparel market then the company’s second consecutive win in the ICAST New Product Showcase confirmed its prestigious standing in the sector once and for all. The Frabill Suit won the approval of buyers and media in Las Vegas just a year after the FXE (Frabill Extreme Elements) Stormsuit had captured the majority of the votes in the same category. Already well know for its ice fishing gear and arguably the largest landing net manufacturer in the world, the Wisconsin company’s focus on the growth of its clothing business has captured the interest of both domestic and international audiences. “Back to back wins at ICAST make it crystal clear that Frabill is a force to be reckoned with in the apparel sector,” said Noel Vick, President of Traditions Media, the PR agency for Frabill. “Media and buyers at the world’s biggest trade show have made a significant statement – twice! “The trade can have absolute confidence that we are serious about this. We may still be seen by some as a rookie, but we have already been recognised by the industry for creating the best products in the category. We are proving we can compete.” Frabill first indicated its intentions in the apparel sector with the acquisition of SnoSuit Winterwear in early 2009 – and with it the man they considered the best designer in the category, Chris Leonard. Now on the payroll as Design Engineer, Leonard’s expertise and obsession for detail are driving an innovative product line that Vick believes will be the company’s largest gross revenue category in the future. Frabill’s focused approach to the manufacture of fishing-specific clothing is unswerving. “We will only ever create apparel for anglers,” added Vick, who has strong credentials in the apparel market. “The strategy is fiercely focused and Frabill will not stray.

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Not many companies can say that and it gives us a significant competitive edge in the market place. In addition, we are giving anglers everything that more expensive brands are offering but at half the price.” Added Jeff Kolodzinski, VP of Marketing: “We know the products and prices are right because of the way they are being received by anglers. Now it is all about growing the retail chain to make sure consumers can find and buy them. Our initial focus will be on the US. Establishing a presence in Europe will take a little longer, although the internet is helping to accelerate that.” “The trade understand that carrying the Frabill name is not a risk,” added Vick. “We are already best in class in ice gear and nets and the ICAST awards are testimony that we now making the same thing happen in clothing. We already know the consumer because we have been interacting with anglers for more than 70 years.”

“We are already best in class in ice gear. The awards prove we are now making it happen in clothing.”

Angling International September 2011


WHY ARE FRICHY PLIERS SO SUCCESSFUL? See p47

Hood • 4-way adjustable with shape-locking internal wire • Triple rear vents allow airflow to minimise ballooning effect in high wind conditions and provide cooling Shell fabric • Durable yet soft 250 denier nylon oxford • StormShell waterproof-breathable membrane technology •DuPont Teflon fabric protector

Adjustable collar tightens to seal out elements

KEY FRABILL PRODUCTS

Curved arm patterning provides industry leading comfort and range of casting motion

• Frabill Suit (ICAST 2011 winner) $299.99 A companion jacket and bib combo incorporating all the trademark features of the Icesuit. Bridges the gap between uncompromising warmth and ice fishing outerwear that’s lightweight enough for layering.

Wear areas reinforced with rugged 500 denier nylon YKK Aquaguard external zippers with waterproof internal storm flaps

Premium Winterwear

• Icesuit $399.99 A two-piece jacket and bib outerwear system engineered unambiguously for the hardcore ice angler. Core features include rugged waterproof, windproof and breathable shell material.

Elastic bunker-gear style shoulder straps with cam buckle provide exceptional comfort, adjustability and range of motion

Dual adjustable inner and outer sleeve cuffs Multiple large pockets

3M Scotchlite reflective material provides nighttime safety Adjustable waist tension design provides comfortable fit with few or multiple layers under bib and shares weight of bibs between hips and shoulders (using frame pack concept) to reduce stress on shoulders and provide all day comfort Waterproof crotch gusset design provides complete dryness while providing convenient rest room breaks

Curved knee design includes rugged 500 denier nylon reinforcement and internal 4mm neoprene padding

Rip stop internal lining wicks moisture and slides easily over clothing for ease of movement

THE FRABILL FXE STORMSUIT Frabill describes its award-winning FXE Stormsuit as an open water equivalent of its highly acclaimed SnoSuit, with all of the latter’s qualities transferred to higher-end rain gear. “There wasn’t a product that satisfied all anglers’ needs, so we made one,” said Design Engineer Chris Leonard. The jacket and bib are designed to provide a waterproof, windproof yet breathable barrier from the worst of weathers. The Stormsuit is packed with elements to ensure it delivers unprecedented levels of durability, fit and comfort. Above and left, Leonard highlights some of the features that helped it win the apparel category in last year’s ICAST New Product Showcase.

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• FXE SnoSuit $659.99 Engineered for warmth and comfort in extreme cold. Frabill’s signature two-piece bib and jacket was heralded as one of the warmest garments ever produced. It features a number of groundbreaking ideas, including temperature regulation, a fully adjustable hood and a powder skirt between jacket and bib to exclude cold air.

Premium Raingear

• FXE Stormsuit $429.99 Regarded by Frabill as “the mother of all rainwear”, the award-winning Stormsuit is acclaimed for a legion of properties that keep the wearer dry and comfortable. These include two-layered seat and legsandneoprenepaddedknees.

Want to talk to Frabill? Here’s how to find them...

Adjustable pant cuffs reinforced with rugged 500 denier nylon

Tel: +1 800 558 1005 Email: service@frabill.com Website: www.frabill.com

September 2011 Angling International

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2011 CLOTHING I N S I G H T • A N A LY S I S • T R A D E N E W S

REDINGTON STAYS TRUE TO BRAND

“We are an outdoor lifestyle brand that is grounded in fly fishing,” says Marketing Manager, Jennifer Gish on what makes the US firm special. From left to right: the Sonic Pro Jacket for men; North Fork hoody; RediLayer Wool Crew; RediLayer Wool Quarter Zip; Crystal Water skirt; women’s Sonic Pro Wader.

W

hen it comes to brand positioning, Redington has total clarity. “We are an outdoor lifestyle brand that is grounded in fly fishing,” explains Marketing Manager Jennifer Gish. “No other brand can say the same - and that is the difference between us and other apparel companies.” The US business, which together with Sage and Rio makes up that prestigious triumvirate known collectively as Far Bank Enterprises, specializes in clothing and footwear that is versatile enough for outdoor enthusiasts but has excellent technical features that any fisherman will appreciate. Strategically, Redington believes it is perfectly positioned to bring new people into the sport by offering an entire product assortment of both hard and soft goods that appeal to this significant consumer category. Appropriately located in the Pacific Northwest, with access to some of the best fishing resources in the world, the company also believes it has a role to make fly fishing more fun, a philosophy captured in a wave of innovative 2012 apparel that perfectly fits the target sector’s personality and lifestyle. “Just when you think something can’t get any better, a new technology or fabric comes along and changes everything,” added Jennifer Gish. “Our product teams are always looking for new technologies and advances in the manufacturing process because we want to deliver feature-rich products at surprising value.” Redington introduced Angling International to 40

some of the exciting apparel products that will be available to speciality fishing and outdoor retailers in Spring 2012.

SONIC PRO COLLECTION Redington has added two new products to its successful Sonic Pro Collection – the Women’s Sonic Pro Wader and a fully waterproofed four-season Sonic Pro Jacket for men. Both items use ultra-sonic welding to create the seams (no needles meaning no holes!) for greater durability and a better fit. The 100% nylon, four-layer waders have stretch fabric in the upper chest area to fit a wide range of women and a quarter length RiRi Storm waterproof zipper to simplify getting in and out. Other custom designed features include micro-fleece hand-warmer pockets, laser-cut exterior zippered pockets, gravel guards with molded anti-fouling lace hooks and neoprene booties. The Sonic-Pro is the most waterproof jacket on the market, featuring a coated nylon exterior combined with a four-layer construction, taped seams and a waterproof RiRi zipper. Zippered chest pockets hold fly boxes or other essentials. Also included are fleece-lined hand-warmer pockets, watertight cuffs to keep inner layers dry and an adjustable draw cord hem for use when wading in deep water.

NORTH FORK HOODY The North Fork Hoody, from the Elements Collection, is both windproof and water-resistant. The relaxed style and four-way stretch ensures a great fit. The storm hood has a brim and is adjustable, as is the

Angling International September 2011

hem, with a hidden drawcord. Zippered hand-warmer pockets and a vertical chest pocket ensure total functionality. It is available in dark earth, red rock and hunter green.

REDILAYER WOOL COLLECTION Following the introduction of two seamless baselayer families to complement its outdoor apparel comes the launch of the RediLayer Wool Collection, which includes a long-sleeved Wool Crew and RediLayer Wool Quarter Zip top, plus a full length Wool Pant. The combination of 55% merino wool and 45% nylon offer the best of both worlds, allowing temperature regulation, moisture management and odour resistance. RediLayer Wool garments hold shape with a contour fit not found in many wool baselayers and provide better durability than pure wool. The tops come in yew, eddy and black and the pants come in black.

CRYSTAL WATER SKIRT From the Confluence Collection comes the Crystal Water Skirt. The lycra/spandex short inside is loose fitting and ideal for getting in and out of a drift boat or for hiking and camping. The flattering feminine cut has front hand pockets and back zippered pockets. Buttons at the thigh allow for a quick length change and the fast-wicking, quick drying fabric adds to the outdoor qualities. It is available in taupe and ash. BUSINESS CONTACTS Tel: +1 800 253 2538 Email: info@redington.com Website: www.redington.com


READ ABOUT TV CHEF’S FISH FIGHT SUCCESS See p59

Shimano beats the cold

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he new Shimano Dryshield lightweight fishing jacket is made mainly of Taslon nylon to give it maximum breathability and water resistance. The company says that the shaped, lightweight jacket is suitable for various fishing techniques. It comes with adjustable cuffs, adjustable tag way hood and zipper protectors. For an even more comfortable fit, it has an adjustable waist and mesh lining. The company’s Dryshield lightweight fishing pants are made of the same material as the jacket and also have an elasticated waist with adjuster. They also boast a water guiding pocket and an adjustable hem. Also in the Dryshield range is the Shimano Marine Jacket which is made to keep you warm and dry in heavy weather conditions. It is said to be an excellent choice for boat fishing. The revolutionary Hyper repel 100 is processed into the new Dryshield HD membrane. This makes the jacket resistant to forceful splashing water from waves or rain when the boat is moving. The Marine Jacket is made with adjustable neoprene cuffs, an adjustable and tag way

Far left: the Shimano Dryshield Lightweight Jacket. Second left: the Dryshield Marine Jacket. Right: The Dryshield Lightweight Fishing Pants. Below: Zippered waterproof pockets keep items like a mobile phone dry in all conditions.

hood, pocket and zipper protectors, a fleece lined collar and – for a good visibility – a reflective patch and reflective stripes on the body and arms. Dryshield-XT is a high-end membrane that has been designed for the most extreme weather conditions. It is made from advanced Japanese three-layer fabric with a waterproof and breathability ratings that exceed the industry norms. It is guaranteed to keep anglers dry and comfortable.

BUSINESS CONTACTS Tel: + 31 341 27 2216 Email: gba@shimano-eu.com Website: www.shimano.com

Aquaz grows in tough market Competition in the growing wader market is increasing with more companies looking to take a piece of the lucrative sector, says Brandon Hwang, Managing Director of Korean clothing manufacturer, Aquaz. Hwang, whose company is growing in international stature, told Angling International: “Demand for waders is still greatest in the US, but Europe is expanding – especially countries in the east. “The clothing category is getting tougher with people looking for branded items and quality products that are competitively priced. “Technological advances have helped improve the quality of the products on the market and they are getting better every year.” Since it was established in 1986 Aquaz has become a market leader in ocean sports clothing and manufactures a wide range of fishing clothing from waders through to vests, boots and shoes. “Aquaz develops clothing for the Korean armed forces and this has helped us produce top quality products for the fishing market,” added Hwang. “We have worked hard to develop our own brand

of fishing clothing that is durable ble and reliable. “Price is important in the current urrent economic situation and we have ve enjoyed successful sales of our BR-J 200S waders that still use three layers of Japanese fabric and include quality features of our higher-end waders like the BR203 DX and the BR-204S DX.” Aquaz has also recently introduced the BR-2001 softshell jacket – a breathable outer fabric that boasts a warm micro-fleece inside. It is said to be 100% waterproof of and comes in black/grey and moss green/charcoal grey. Another product in its range is the ECOFL-001, an environmentally-friendly 250g fleece made from recycled materials. It is sold as a pullover and trouser set, with elastic wrist, ankle and waist bands to keep the water out.

Above: The Aquaz BR2001 softshell jacket. Right: The ECOFL-001.

BUSINESS CONTACTS CTS Tel: + 82 51621 6001 001 Email: aquaz@aquaz.co.kr z@ .k Website: www.aquazfishing.com

September 2011 Angling International

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2011 CLOTHING I N S I G H T • A N A LY S I S • T R A D E N E W S

HART EXTENDS THE AIRTECH RANGE Company introduces the Clima Zip and Clima 4 models to its popular range of waders. They will be available at the start of the new season.

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art is building on the success of its current Airtech range of waders by introducing the Clima Zip and Clima 4 models for next season. The Airtech Clima Zip is a top-ofthe-range breathable wader that is made from the new Osmotech Plus membrane – said to be softer and more lightweight than other fabrics and offering breathability that is higher than average. Special attention has been paid to the leg area, which suffers most during fishing. It is reinforced with five layers, while there are four layers from the waist upwards. The full-length watertight front zip makes it easier to put on and the pre-formed neoprene stockings for the feet boast a reinforced Hypalon sole for extra safety and better resistance.

OTHER FEATURES INCLUDE: • Two large laser and heat-sealed front pockets with waterproof YKK zips. • Elastic, breathable gravel guards with hook. • Neoprene belt with foam bum bag and rings for hooking accessories on. • Rear ring for hanging up waders for drying. • Carry bag with handles and ventilation grid.

Left: the Airtech Clima 4 and, right, the Airtech Clima Zip with (above and below) some of their many features.

The Airtech Clima 4 is a four-layer laminate fabric breathable wader that also features a waterproof zip on the chest to make fitting easier and fishing more comfortable.

IT ALSO FEATURES: • Sealed waterproof inner pleating at the zip opening. • Elastic inside stopper to increase chest size. • Two outside chest pockets and one inner pocket for storing items like mobile phones. • Adjustable elastic braces for better fit around the shoulders. • Rear ring for drying. • Reinforced legs with double fabric layer for increased protection. • Elastic, breathable grave guards with hook. • Neoprene foot-shaped stockings with reinforced Hypalon sole for better safety and resistance. • Carry handles with ventilation grid. 42

Angling International September 2011

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Want to talk to Hart? Here’s how to find them... Tel: +34 943 820 033 Websites: www.evia.es

Email: ilekuona@evia.es


DOUBLE EFTTEX WINNER: ‘SECRETS OF OUR SUCCESS’ See p48 & 49

Suit with ‘urban’ edge

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esigned for the casual carp enthusiast through to the most dedicated of anglers, the Chub Vantage All Weather Suit is said to combine functional protection from the elements with an ‘urban’ edge – ensuring carp fishermen feel as comfortable off the bank as they do on it. Chub adds that it is affordable clothing that does not compromise on performance or style. The whole suit comprises trousers, fleece and jacket. Other features include: • Climatex 3000 shell (jacket and trousers) that provides waterproof protection and breathability. This unique laminated fabric has the advantage of a softer hand-feel and a more durable and consistent quality.

• Thermatex 500 thermal insulation to jacket and trousers for warmth. • Adjustable insulated hood. • Various large capacity pockets, including some with security zips. • Zip-out fleece can be worn on its own in warmer weather. • Bib & brace style trousers to keep out draughts. • Zip ankle openings and zip fly on trousers. • Available in six sizes – small, medium, large, X large, XX large and XXX large.

BUSINESS CONTACTS Tel: + 44 1665 602771 Email: sales@hardy&greys.com Website: www.hardgreys.com

Aqua Design maximises fishing time The new Adventure Shirt from Aqua Design has been made to maximize time on the water thanks to the storage space in its big pockets. With over double the room available for storage of any previous fishing shirts from the company, it has a sleek, unobtrusive design and two jumbo 9” x 8.5” hidden zip storage compartments. From the camo-printed underarms and back mesh vents to the hidden button-down collar, this shirt has been streamlined from top to bottom and will serve as well on the river or a business casual dinner party, claims Aqua. The company’s General Manager, Rex Bledsoe, said: “The Adventure Shirt is a departure from the conventional bellows pocket cargo fishing shirt. Our design team was able to increase storage space by over 50% while giving this new shirt a slim, low profile look. “I believe guides, in particular, will appreciate the added cargo space and our stealthy camouflage colours as a bonus.” Features of the Adventure Shirt are: • Proprietary skyward camouflage print. • Inside collar hanging loop. • Low profile collar with hidden button-down attachment.

• Breathable moisture management fabric. • Camouflage-printed mesh underarm and dual back vents. • Over-size buttons for easy on/off use. • Colourfast colours to extend the life of the camo print. • Comes in Aqua Sky, Green Bayou, Pacific Sand and Misty Sky BUSINESS CONTACTS Tel: +1 208 495 2090 Email: rex@aquadesign.com Website: www.aquadesign.com

ADDITIONS TO SUNBANDIT LINE-UP Flying Fisherman says since the launch of its SunBandit series of UV protective tubular bandanas last year, it has been hard-pressed to keep up with orders. The Florida-based company is now adding five new designs to the range – Pirate Skull, Redfish Tail, Sailfish, Yellowfish Tuna and Speckled Trout. They are all made from 100% polyester, which is breathable and wind

resistant. They can be worn comfortably in a variety of ways, including as a headband, mask, wristband, scarf and bandana. Other designs in the range include several ‘fish camo’ patterns that include Marlin, Mahi, Tarpon, Redfish, Bass and Rainbow Trout, along with Freshwater Flies, Saltwater Flies and Lures, Bass, Tarpon and a Logo Fish Print.

BUSINESS CONTACTS Tel: + 1 305 852 8989 Email: Linda@flyingfisherman.com Website: www.flyingfisherman.com September 2011 Angling International

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2011 CLOTHING I N S I G H T • A N A LY S I S • T R A D E N E W S

GLACIER OUTDOORS TARGETS EUROPE After more than 25 years of growth in the US, the creator of the original neoprene fishing glove is broadening its horizons with its expanding range.

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lacier Outdoors – the US creator of the original neoprene fishing glove – is looking to expand its business into Europe. The Reno, Nevada-based company first started making neoprene fishing gloves in Coby Rowe, Glacier Managing Director. 1982 and was the inventor of the slit finger neoprene fishing glove. As the company has grown, it has expanded its line to include gloves made of fleece, leather, waterproof fabrics and wool. With a diverse line of cold weather fishing gloves and hats it has also added sun Betsey Jansen: Glacier’s hats and sun gloves to its European contact. expanding portfolio. It is famous across the US for its proprietary stitching method that keeps the stitch flat and a glue blend that prevents the glove feeling harsh in the fingertips. Now, with the appointment of a representative in Europe, it has turned its attention across the Atlantic and is looking for distributors for its products on mainland Europe. The company’s Managing Director, Coby Rowe, said: “Our goal is to expand into Europe. In the current year Glacier is looking to begin to push the brand and to get distributors on board in the larger markets, like Germany.” Glacier Outdoors European Sales Representative in Austria, Betsey Jansen, will spearhead the sales push. Rowe said: “Signing Betsey does a couple of things for us. It helps to prove our commitment to the market and provides a better line of communication for the

“In the current year Glacier is looking to begin to push the brand and get distributors on board.” 44

dealer and distributor. “She is also helping us understand the market and what is important to anglers who live and fish there.” “Betsey has visited our offices and warehouse in the US and we have gone through the entire process of how we make our products, why we make them the way we do and how they differ significantly from any competition. “It is a lot for someone to take in, but Betsey has excelled at it. The next step now is to pass on the information to our potential distributors and dealers in Europe.” Glacier already has some exposure to the Scandinavian and European markets in Denmark, Finland, Norway and Italy. “These people sought us out at various trade shows in the US. I believe that being able to feel the product is a large part of why they decided to carry it to their markets.” Rowe believes that the European market is ‘wide open’ for Glacier. He added: “We have products that suit many different styles of fishing and weather conditions. “Our products are proven sellers in our existing markets and bring high margins for the dealers.” One of the major challenges facing the company as it embarks on its European adventure is its battle against ‘knock-offs’. Rowe explained: “Our gloves are duplicated in Asia by a lot of companies, but the quality and durability cannot be imitated. In the past these products have raised concern from our customers because they are offered cheaper than our gloves. They can cost as little as $9 whereas our prices vary between $20 and $40. “However, once they wear a ‘knock-off’ they understand why the value of our product is truly superior. It is a battle we will face as we spread our brand across Europe, but we believe our quality will shine through.”

Angling International September 2011

BUSINESS CONTACTS • US: Coby Rowe Tel: +1 775-825-8225 Email: coby@glacierglove.com • Europe: Betsey Jansen Tel: + 43 699 1008 2421 Email: betsey@glacierglove.com Websites: www.glacierglove.com and www.glacieroutdoor.com


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FRICHY TAKES FIRMER GRIP ON PLIERS MARKET Victory at EFTTEX has set Frichy up for a major push towards the top of its sector, says General Manager Jackie Fan.

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ishing pliers manufacturer Frichy is a company in a hurry. In the space of just two years it has increased the output at its factory in Zhangjiagang City, in the Jiangsu Province of China, from 20,000 units in 2009 to a projected 300,000 by the end of this year. The company – part of the Richy Group – has made no secret of the fact that it aims to be a world leader in the production of fishing pliers. And it is an ambition that has been boosted by its success in the EFTTEX Awards in Amsterdam in June when its latest pair of multi-purpose, lightweight aluminium fishing pliers – the Kiwi – was voted Best New Accessory at the exhibition. The company’s General Manager, Jackie Fan, said: “The award means a lot to us. It suggests that our products are what fishermen want and that all our work has been worthwhile. “It has also proved to be a great marketing and promotional tool. The day after winning the award we had many people visit our booth to discuss OEM orders and talk about sole agent opportunities.” The company has aggressively promoted the award. Fan explained: “We immediately posted our success on the company website and promoted it through our new catalogue. We will use every opportunity we can to advertise it and get our brand across to as many fishermen as we can.” Fan said that the award capped a ‘fantastic’ EFTTEX for Frichy, adding: “Our plan was to promote the new Kiwi pliers – and as they won

C O N TA CT

T: +86 512 5690 3075 E: info@frichy.com W: www.frichy.com.cn

an award it could not have gone much better.” Following its success in Amsterdam, Frichy travelled to Las Vegas where it exhibited at ICAST. Fan said: “As we are well established in the US, ICAST is more about meeting our partners in North America and introducing them to our new products, rather than looking for new distributors as we are in Europe.” Fan believes that one of the reasons for the company’s success is its insistence on listening to the needs of its customers. He said: “Anglers need different pliers for different types of fishing. Pliers for fly fishing need to have a flat tip in the jaws – we did not know that when we first started producing pliers. “It was only when a customer told us that we modified our pliers for the job. “Following feedback from anglers in Japan, we also reduced the size and width of the jaws on some of our pliers so that they could open smaller split rings. “Frichy is constantly listening and that is reflected in the products that we launch.” Frichy started producing fishing pliers in 1995 and soon established itself as a major manufacturer of carbon steel and stainless steel drop forged products. However, in recent years it has developed its portfolio to include aluminium-made pliers at a competitive price. The company currently exports to more than 50 countries worldwide, with the US and Japan its main marketplaces. Fan said: “In the next 12 months we are looking to establish a well organised distribution system. “We are also intent on increasing stocks of our most popular products so that we can deliver orders – no matter how large or small – within the shortest possible time.”

Top: Sales Manager Justin Wang with the Award at EFTTEX in Amsterdam. Above: Jackie Fan explains his plans for Frichy’s global expansion.

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BEST NEW PRODUCT AWARD BEST NEW MONOFILAMENT LINE

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SUFIX SYNERGY CARP LINE

BEST NEW FISHING APPAREL RAPALA ECO WEAR RELECTION WADERS

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Rapala issues statement of intent in the carp market with victory for its Sufix-branded line O

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“Sufix has a strong foothold in the carp line business,” says Rapala Marketing Director Teemu Makela. “And this award will further strengthen that position.”

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Below: Rapala Area Sales Manager Enrico Ravenni with the Best New Monofilament Award at EFTTEX. Far right: Henri Eppert with the Best New Apparel Award.

ouble EFTTEX award winner Rapala has shaken up the fishing market with its groundbreaking Eco Wear Reflection Waders and the new custommade Sufix Synergy Carp monofilament. The waders took the Best New Apparel prize in Amsterdam while the Sufix Synergy Carp Line was voted best monofilament line. Rapala Marketing Director Teemu Makela said: “Carp fishing is the largest segment in the fishing tackle industry in central Europe and Sufix has a strong foothold in the carp line business. This award and our other new product introductions will further strengthen that position.” Sufix says the line is a high performance monofilament that is specifically customised to meet the needs of even the most demanding carp angler. It is part of the brand’s

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emphasis on the carp line, hook link and hook rig market that will also see several new innovative products for the 2012 season. Makela said that the Sufix Synergy Carp features an ultra-high 15X abrasion resistance thanks to the new and exclusive VX2 extrusion technology. He explained: “It has a very low memory and reduced stretch for better feel and sensitivity. The Synergy Carp is manufactured smooth and supple for increased casting distance and it also has excellent tensile and knot strength. It is available in olive green for ‘stealthy’ presentation.” Makela added: “I would also like to praise the Sufix brand which has been a great success for us all over the world. For next year we will be adding a new ‘ghost’ colour that is pearl white and very easy to see above water, but nearly invisible under it. Our comparison picture (above right) shows clearly that our Ghost colour is superior in light transmittency, which is the key for making a braided line as invisible as possible.

SUFIX 832 GHOST

56% OF LIGHT GOES THROUGH FIRELINE CRYSTAL

29% OF LIGHT GOES THROUGH “We have also extended the use of Gore Performance Fibres into other carp fishing products. These are 832 Carp and a new, super abrasion resistant hook link material with four Gore Performance fibres and four Dyneema fibres.” When it took over Sufix in 2008, Rapala’s line sales for the previous year were €5m. The company said it wanted to increase those sales to between €25m and €40m and gain a significant share of the global fishing line market. Says Makela now: “We have had significant growth in Sufix lines globally and are on the right track to increasing our market share. “We have been happy with results so far, and we have long-term goals for lasting success. This means understanding the market and the needs of fishermen, introducing functional, high quality, value-for-money products at reasonable prices and utilising our strong distribution and marketing network.”


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‘Unique’ Eco Wear waders show shine

Rapala’s Product Manager, Henri Eppert, believes that the company’s Eco Wear Reflection waders will give a little ‘kick’ to the ‘somewhat stagnated’ wader market. He told Angling International: “These waders are something new and unique and I wouldn’t be surprised to see more new patterns or other innovations hitting the sector in the near future.” The Eco Wear story started over 18 months ago. Eppert explained: “It began when an ecological alternative for petroleum-based polyurethane became available in the outerwear industry. The fact that we could obtain this through our wader supplier and that DuPont was the name behind the new innovation convinced us that this was the way forward for us.” Eppert added that to make the most of the technology Rapala also wanted to make the waders look different and stand out from the rest of the market. He said: “It needed to look fresh and different to any other waders around. After several rounds of sampling we finally came up with a design that represented the ‘refection of sunlight’ on the waders. “The Eco Wear Reflection waders are suitable for most markets because they are high end in quality, but not in pricing. The technology behind the striking appearance represents a new generation in waders, but the wavy pattern is not too wild, even for traditional fishermen.” The waders are the first in a stable of Rapala Eco Wear products that in the short term will see the introduction of a new ecological range. Eppert added: “We are also looking at alternative, environmentally-friendly materials and manufacturing methods that can be applied to many of our future accessory products. We believe these will not only be environmentally friendly, but also commercially successful.”

C O N TA CT

T: +35 897 5625 40 E: info@rapala.fi W: www.rapala.fi September 2011 Angling International

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BEST NEW PRODUCT AWARD W H AT N E X T F O R T H E 2 011 AWA R D W I N N N E R S

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Wychwood all set for UK roadshows after successes for bivvy and reels

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Confidence is high, says Nic Brown after victory for the new D-Ploy and a Commendation in the fly reels category.

Below: Wychwood Brand Manager Mick Barnes celebrates after his versatile, fast-erect bivvy system was praised by the EFTTEX judges.

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eeda is reporting a 25% yearon-year growth in Europe for its award-winning Wychwood Specimen, Wychwood Game and MAP brands. Marketing Manager Nic Brown has no doubt that EFTTEX has played a major role in the company’s success. Brown says: “The ability to meet retailers, agents and distributors face-to-face to demonstrate our latest products is a massive advantage – especially as our brands concentrate on ‘special and different’ products. You can only

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do them justice by getting them in people’s hands, and EFTTEX is the ideal opportunity.” Brown says Leeda measures the success of the show in two different ways. One is the amount of new leads generated. He said: “We always have target countries we want to enter or grow and nine times out of ten EFTTEX allows us to achieve those goals.” The other is the Best New Product Awards. “The promotional value of the awards is hugely important to us – especially from my point of view as marketing manager,” added Brown. “This year we came away with one award, the Best New Carp Shelter for the hugely innovative D-Ploy Shelter system, plus a Commendation for the brand new Wychwood FLOW reel. “The latter was a brilliant result for Wychwood, making it three years in a row that we have had the top UK fly reel with two wins and a commendation. “This is an even more incredible achievement when you consider the FLOW has been designed to achieve an accessible price while holding its own on quality in comparison to reels that are three times as expensive. “There is no doubt that at £49.99 in the UK the FLOW reel will take the market by storm when it is launched to the trade during Wychwood’s 2012 Spring Pro Dealer programme.

“Wychwood’s D-Ploy was the talk of the show – especially among carp anglers,” added Brown. “Innovation is a massively over-used word, but the D-Ploy is a genuine innovation. “Wychwood Brand Manager Mick Barnes wanted to fulfill his aim to create a versatile shelter system that could be erected in seconds, is incredibly light and super-strong. “The lads in the office can now get the basic shell up in 15 seconds. At a weight of just 2.5kg, it already stands out against the competition. “Its set-up versatility with wrap options, front doors, side panels, mozzi mesh and much more makes its easy to see why it claimed this year’s top prize.” Wychwood Game’s FLOW reel and Wychwood Specimen’s D-Ploy Shelter system are among over 150 brand new products that will be available to order for the very first time at Leeda’s series of UK trade shows, starting September 19th at Bromsgrove, near Birmingham. Retailers, distributors or agents who would like to visit the roadshows should contact Nic Brown.

C O N TA CT

T: +44 1527 587414 E: nic.brown@leeda.co.uk W: www.wychwood-tackle.co.uk


BEST NEW ROD

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HARDY & GREYS SUPERO

Mel Bagnall presents Frédéric Parrier with his award.

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FINESSE BEATS POWER AS HARDY & GREYS WINS WITH ITS NEW-LOOK MARKSMAN “No one is making rods like these nowadays,” says designer Dave Coster

of the Marksman Supero before promising to extend the series still further. Above left: The “highly sophisticated” Marksman Supero has been created with specialist anglers in mind. Above right: Hardy International Marketing Manager Andrew Sowerby with the award on the final day of EFTTEX in Amsterdam.

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ardy & Greys arrived at EFTTEX hotly tipped to win an award for its much-vaunted Zenith. But although the fly rod earned a commendation in its class, it was the Supero, a rod from the Marksman coarse fishing range, that went one better by winning the Best New Rod category. The winning model – the Supero 13ft Float Rod, designed for general-purpose fishing – is part of a new Marksman range that includes float, feeder, Avon and travel rods. Designer Dave Coster told Angling International that while the original Marksman range had proved very popular, he had identified room for improvement. That, and the fact that Fuji had discontinued the SiC guides used on the originals, led to a development plan for “lighter, faster and higher performance” rods. “We have taken the experience of the earlier series and moved it forward significantly with the use of state-of-the-art blends of higher modulus carbons,” said Coster. “The result is an even more positive and responsive rod that is ideal for finesse fishing.

“The black Alconite guides are also a little kinder on modern low diameter lines, especially when you are catching lots of fish. “No one is making rods like these nowadays; the emphasis seems to be all on power, with little regard for the finer points of rod design and the demands of specialist anglers. “We believe we have enhanced the Marksman range even more with these highly sophisticated rods.” The award-winning Supero is recommended for a wide range of venues including rivers, lakes and canals when light to medium lines are preferred. The portfolio also includes two new Smuggler rods, which are now proper six-piece travel models. They are described as proper rods that feel and perform more like two-piece designs. There are also feeder rods with super-light hollow carbon quivertips that significantly improve bite registration, especially when fishing at distance. Coster also revealed a demand for carp, barbel and pike rods in the Marksman series and added that that is something Hardy is currently considering.

THE WINNER’S KEY FEATURES ● ● ● ● ●

High modulus carbon Durable, lightweight Fuji Alconite guides Custom reel seat and fittings Hardy total anti-lock action Worldwide extended warranty

C O N TA CT

T: +44 1665 602771 E: enquiries@hardygreys.com W: www.hardyfishing.com

September 2011 Angling International

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BEST NEW PRODUCT AWARD W H AT N E X T F O R T H E 2 011 AWA R D W I N N N E R S

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BEST NEW SOFT LURE

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SAVAGE GEAR SOFT4PLAY 25cm

SAVAGE GEAR’S BIDTO CRACK USA GETS OFF TO FLYING START “In addition to orders we have

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The Savage Gear and Okuma team at ICAST(below) and Mads Grosell(left) with the EFTTEX award in Amsterdam.

written, we have had a lot of good feedback and interest,” says Brandon Cotton, of istribution partner, Okuma. Okum distribution

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avage Gear has made a flying start on its return to the US by signing up with a number of big box stores at the recent ICAST show. The Svendsen Sport predator brand has confirmed deals with Bass Pro Shops, Big Rock, Tackle Warehouse and Helen’s Musky Shop and expected first product shipments to arrive in the US in August. It’s a double triumph for Savage Gear, which celebrated winning the soft lure category in the EFTTEX Best New Product Awards in Amsterdam only a few weeks 52

Angling International September 2011

earlier with its Soft4Play 25cm. ea The new US trade represents an immediate return on the company’s investment at the re Las La Vegas showcase, where it shared stand space sp with US distribution partner, Okuma. “In addition to the orders we have written, te we have had a lot of good feedback and in interest in the line,” said Okuma’s Marketing an and Promotions Manager, Brandon Cotton. “P “People appreciate the passion and detail th that’s gone into the products. Everything fr from the materials to the finish to the action is well thought out and innovative. “Our sales reps have had an excellent in introduction and education into the line. Ha Having Mads Grosell, Savage Gear Head of Pr Product Development, at the show to educate them was huge. They are all behind the line and excited by it. “Our main goal now is to get Savage Gear out there in the market and get as much placement as possible. If we can get it in front of consumers it will sell.” Cotton also confirmed that demand from US anglers will drive product development at Savage Gear and that consumers can expect to see US-specific lures in the next 12 months. “This is already happening,” he explained. “We have a lot of contacts and close relation-

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ships in the industry and we already have feedback and suggestions for US-specific designs and colours. “We will most certainly continue to work closely with Mads and the Savage Gear design team to develop products in the line for the US.” It is Svendsen’s second attempt to launch into the US market, but the company is confident that the interest in its products and the collaboration with Okuma is a formula for success this time. “We will take it step by step, with new development for the US market based on the constructive input from the Okuma/ Savage Gear team USA,” said Mads Grosell. “Okuma rep groups are already taking orders from clients and the first shipment is imminent. “The major players will soon be carrying Savage Gear products, including 4Play hard and soft lures, Sandeels, Cut Bait herrings and accessories for pike, muskie, bass and saltwater species.”

C O N TA CT

T: +1 909 923 2828 E: info-savagegear@okumafishing.com W: www.okumafishing.com


September 2011 Angling International

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SPECIAL FE ATURE

zCOMPANIES YOU NEED TO KNOW ABOUT...

Fun Fishing: big catches in Europe prove the power of our natural baits A string of carp above 30kg have rewarded owner Franck Martin’s faith in Fun Fishing’s 100% natural baits. “We know they are the perfect food balance lance for big specimen specimeeen n fish,” he asserts.

Left: Fun Fishing’s latest baits are catching huge fish throughout Europe without the need for artificial preservatives, colours or flavours.

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n March Fun Fishing founder Franck Martin boldly predicted that his company’s 100% natural range of baits would be one of the success stories of the 2011. Now he says those words have been justified following a string of carp over 30kg recorded throughout Europe using Fun Fishing baits. Martin says: “When we manufacture our products quality is an obsession and this success just confirms how outstanding these baits are. “Our natural baits are a perfect food balance for big specimen fish.” The three new bait ranges – AK 47, Salmon & Tuna and Origin’s – are 100% natural and therefore have no preservatives, flavours or dyes for colouring. Martin adds: “Their highly stimulated and digestible formula allows them to be used for either instant 54

or for long-term fishing. They are immediately perceived by the biggest specimens as the perfect source of food close to their natural diet.” The AK 47 range is based on more than 47% concentrated krill, squid and seafood extracts and has proved to be deadly when in pursuit of big carp. As its name suggests, Salmon & Tuna is based on salmon and tuna meals powered by soluble extract and wintered fish oils.

Angling International September 2011

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Origin’s is formulated from Red Liver (Robin Red & Liver), LT fish meals and an exclusive blend of freshly crushed spices. It is said to have a perfect balance of amino and fatty acids that are proved to be attractive to carp. The AK 47, Salmon & Tuna and Origin’s ranges are available in 12mm, 15mm and 20mm sizes. Hook baits can be enhanced with amino booster, method mix, sticky mix and pop-ups.

Want to talk to Fun Fishing? Here’s how to find them... Email: contact@funfishing.fr Website: www.funfishing.fr


WEIHAI HANHIGH FISHING TACKLE CO.,LTD

LAMPUGA Item no. LAMPUGA BC-66L LAMPUGA BC-63ML LAMPUGA BC-65M LAMPUGA BC-66MH LAMPUGA BC-68H LAMPUGA BC-70H LAMPUGA BC-70XH LAMPUGA BS-64L LAMPUGA BS-66M LAMPUGA BS-68MH

Lure WT (oz) 1/16-3/8 OZ 1/8-3/8 OZ 1/4-3/4 OZ 3/8-1/2 OZ 5/16-1 OZ 5/16-1 OZ 3/8-1.1/2 OZ 1/16-1/4 OZ 1/4-3/4 OZ 3/8-1/2 OZ

Line WT Section Top O/D Butt O/D Closed length Weight (lb) (mm) (mm) (cm) (g) 4-10LB 5-12LB :8-16LB 10-20LB 12-25LB 12-25LB 14-30LB 3-8LB 8-16LB 8-20LB

2 2 2 2 2 2 2 2 2 2

1.5 1.7 1.9 1.8 1.9 1.9 2.1 1.5 1.7 1.9

9.3 9.6 10 12.2 12.6 12.8 13 9.8 12.2 13

102 98.5 101 102 105 110 110 100 102 105

112.4 120.7 122.4 124.3 149.3 151.7 158.2 100 106.8 112.9

www.hanhigh.cn Gushan Industry Zone, Weihai, China Tel: 0086-631-5381858 Email: river@hanhigh.com or river12166@hotmail.com Fax: 0086-631-5381859


SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

New launches raise bar for Pure Fishing It’s not just Berkley’s NanoFil that has been hitting the headlines in a spectacular year – even by the high standards set by the global powerhouse.

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Other features of the Revo MGX include: • 9 stainless steel HPCR™ bearings + 1 roller bearing. • One piece X-Mag™ alloy frame for low weight. • Infini II™ spool design for extended castability. • C6 carbon sideplates for weight reduction. • Carbon Matrix™ drag system. • Aircraft grade aluminium main gear. • Compact and ergonomically designed carbon handle. • Flat EVA knobs for comfort and durability. • TI coated line guide to reduce friction. www.abugarcia-fishing.eu

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hen it comes to picking up awards, 2011 has been a pretty special year for Pure Fishing - even by its own high standards. It started the ball rolling at EFTTEX where it won the Innovation of the Year award with its NanoFil Line and then went on to wow the American market at ICAST where it picked up no fewer than five accolades. NanoFil again led the way by not only winning the line category, but also scooping the Overall Best in Show award at the Las Vegas showpiece. The company also enjoyed success in the freshwater reel category with its highly-acclaimed Abu Garcia Revo MGX – described as the next generation in extreme lightweight design. Abu Garcia says that the combination of an improved compact design with its groundbreaking X-MAG™ alloy frame and C6 carbon sideplates has taken ultra-lightweight, low profile reel technology to the next stage. The reel also features a unique Infinitely Variable Centrifugal Brake (IVCB-IV™) that Pure Fishing believes sets a new standard for cast control.

Left: Abu Garcia’s Revo MGX reel.

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Meanwhile, the design team at fellow Pure Fishing brand Mitchell have not been falling behind, proudly revealing the flagship of the Mitchell Advanced reel range - the Mag Pro Extreme (see picture below). As with the successful Mag Pro Lite reels, the Extreme has been produced in conjunction with Pure Fishing’s Japanese engineering team and made using the maximum technology and specification. Mitchell reports that its engineers have managed to further reduce the weight of the reels compared to the Mag Pro Lite. This has been achieved by using a lighter weight carbon/aluminium hybrid spool, titanium mainshaft and an ultra-light magnesium body, rotor and sideplate. The reel is strong and the company says that in testing they have proved as durable and reliable as all reels in the Mitchell Advanced series. www.mitchell-fishing.eu

Indicators good for JRC brand

Pure Fishing is introducing a new range of bite indicators under its JRC brand that have been made by Flajzar of the Czech Republic. The company is set to launch seven new products as part of its RADAR series. These include four separate bite alarms called RADAR DSi (red, green, yellow and blue LEDs, see picture below), a RADAR DSr receiver and two complete sets. One of the complete sets has three alarms and a receiver while the other features four alarms and a receiver. Both are delivered in an EVA hardcase. The speciality of the RADAR bite alarm is that the LED moves according to the nature of the bite. www.jrc-fishing.eu

Mitchell flagship Mag Pro Extreme stays ahead of game

Meanwhile, the design team at fellow Pure Fishing brand Mitchell have not been falling behind, proudly revealing the flagship of the Mitchell Advanced reel range - the Mag Pro Extreme (right). 56

Angling International September 2011

BUSINESS CONTACTS Tel: + 33 450 967700 Email: Infos-Export@purefishing.com


RETAILERS! HERE'S WHERE TO FIND NEW PRODUCTS

THE ONLINE RESOURCE FOR THETACKLETRADE Product P roducct ne news ews & alerts

Read about new launches from brands around the world every day.

EFTTEX EFTT TEX Ne New ew Product Awards

Details of Europe’s biggest launches of the year – altogether in one place for the first time.

MANUFACTURERS! TELL MORE BUYERS ABOUT YOUR PRODUCTS FASTER AND IN

MORE DETAIL

EFTTEX winners

All the winning products from the show are listed here plus read the winners’ stories in our news section.

Virtual magazines here

Read the latest issue of Angling International as a virtual magazine plus view back issues here too.

www.angling-international.com – more product news more often w September 2011 Angling International

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SPECIAL FE ATURE

zCOMPANIES YOU NEED TO KNOW ABOUT...

American Tackle intensifies push into Europe and Asia with key new appointment

Daniel Paluch has been recruited to spearhead the company’s push for growth. “Our plan is to sell world-class rod components into these growing markets,” says President Joe Meehan.

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uide manufacturer American Tackle Company has recruited Daniel Paluch to spearhead its European sales drive. Paluch, who runs his own company, Angler Pro InterDaniel Paluch is delighted national – which is based in to be on board. Sweden – has joined the US firm as European Sales Manager. American Tackle President Joe Meehan told Angling International: “We are excited about bringing Dan on board to develop our rod building components business in the European market. “He has extensive experience in rod building and design and has all the knowledge needed to lead the way in Europe. We are confident his skills will enable us to penetrate the markets in Europe and Asia. “Dan’s extensive contacts in the rod business give him an instant entry into many of the large brands throughout Europe. He has designed many rods for various companies and he can now outfit them with the best components in the world.” Meehan added that Paluch will not only be selling to distributors and dealers in Europe, but also major brands manufacturing rods in China. He said: “There is so much opportunity in continental Europe which we feel is vital for ATC’s future worldwide growth. Dan will be a key element of our business plan to bring world-class rod components to this expansive market. “ATC manufacturers what we feel are the best rod building components in the world today using the finest materials available, including NanoLite rings, solid titanium and 316ss for our patented Ring Lock Guides. “We can also ship from our factories in Korea and Taiwan directly into any rod manufacturer’s Chinese factory in as little as 30 days. 58

Left: Just some of what Joe Meehan believes are ‘the best rod building components in the world today’. Below: ProWrap will also be part of the sales mix in Europe.

“This saves us precious time and money. It certainly gives us a significant edge. “ATC can also design rod guides and reel seats to address any particular need a factory may have.” Paluch said: “I am very excited about joining the ATC team – it is a company with principal and experience. The timing was right for this joint venture to take place. “Heading up the American Tackle establishment in Europe is a bit nostalgic for me. It reminds me of the old days when we introduced a new ‘Super Braid’ onto the market that was predominantly owned by one of the largest distributors then. “The challenge is large, but as we proved in the past – it is definitely achievable!” Florida-based ATC will also be supplying ProWrap to the European market (pictured right). Its trademarked rod wrap thread has been developed to fill

Angling International September 2011

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the void left by the demise of Gudebrod last year. It is a high-strength, low diameter thread available in 80 colour options in both nylon and Color Fast, a preservative treatment that ensures colour consistency as well as 30 metallics.

Want to talk to American Tackle?

American Tackle/USA Tel: +1 508 957 2164 Email: joe@americantackle.us Web: www.americantackle.us American Tackle/Europe Tel: +46 2612 8516 Email: dan@americantackle.us Web: www.americantackle.us


EFTTA TRADING WITH

The voice of the European Tackle Trade

Euro fisheries chief backs TV chef’s Fish Fight call

EFTTA-backed campaign by television chef, Hugh Fearnley-Whittingstall, wins important step in battle to radically reform the European Union’s fisheries policy.

A

n EFFTA-backed campaign to reverse EU legislation that results in millions of tons of perfectly edible fish being returned to the sea dead has received a massive boost. The campaign – Hugh’s Fish Fight – organised by UK celebrity chef, Hugh Fearnley-Whittingstall, has helped persuade EU chiefs to back one of the most radical reforms in fisheries policy. The EU is proposing to end discards – the practice that sees four million tons of edible fish, including threatened species such as cod and haddock, being thrown back into the sea because of quota rules. Instead it is proposing restricting the number of days fishermen can go out to sea. Fearnley-Whittingstall has been campaigning to stop the policy and, backed by a petition with over 700,000 signatures, took his fight to Brussels to persuade EU officials to rethink its policy. And last month the European Commission announced proposals for change that will see an end to discards. On his website, Fearnley-Whittingstall welcomed the move, but cautioned that the battle was far from over. He said: “I am very happy to see that the proposal specifically includes measures Hugh Fearnley-Whittingstall: “Voices of people united can make a difference.” to end discards.

It’s not perfect, but it is a brave step in the right direction and we should applaud the EU Commissioner, Maria Damanaki for ensuring that discards are firmly on the agenda. “I really believe that this would not have happened without the support of all those who signed the petition. I would like to thank every one of the 700,000 people who signed the fishfight.net petition. “Maintaining public enthusiasm and energy for a campaign is not always easy, but the result has shown once again that the voices of people united can really make a difference. “However, we are not there yet and all that has happened is that the European Commission has presented its proposals for change. Nothing is going

to become law until 2012. That means there is still a long way to go with months of arguments and discussion in the European Parliament that could change everything. “It is more important than ever that we keep up the pressure for reform. Securing the future of EU fisheries means securing the livelihoods of the fishing communities as well as preserving fish stocks for future generations.”

“I really believe this would not have happened without the support of all those who signed the petition”

September 2011 Angling International

59


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EFTTA Centro Corporation enjoys busy shows TRADING WITH

THE VOICE OF THE EUROPE AN TACKLE TRADE

T

he Centro Corporation has completed a busy and successful month with shows at EFTTEX and ICAST. Among the Korean company’s many products on display at the shows were its all-stainless steel ball bearing swivel and all- stainless steel barrel swivel. The patented stainless steel ball bearing swivel is said to have smooth dual rotation and super tensile strength, while the powerful stainless steel barrel swivel is rust-proof, durable and suitable for both salt and freshwater fishing. Also on show at EFTTEX were the Zero Twist Shot and the Fastach Football Weight. The Zero Twist Shot prevents line twists by having the hook attached to a wire shaft so that it rotates easily. The wire shaft is connected to a very small

and strong stainless steel crane swivel that allows the mechanism to flex in the middle. It uses the new VMC Drop Shot Hook and is available in sizes 8, 6, 4, 2, 1 and 1/0. The Fastach Football Weight has a line tie and Fastach connector that allows you to add or change a hook with a simple twist. The articulated hook improves the action of the bait and greatly increases the number of strikes. It is available in 7g, 11g, 14g and 21g and 28g.

Right: Centro’s all stainless steel ball bearing swivel and the powerful all stainless steel barrel swivel.

Mercan issues an invitation to EFTTEX Turkish-based Mercan Fishing Lines has issued an invitation to EFTTEX – bring your exhibition to our beautiful city of Istanbul. The company, which was commended in the EFTTEX Awards in Amsterdam in June, believes that its country would be a popular choice for the European fishing industry’s showpiece event. Mercan General Manager, Sedat Mercan, told Angling International: “EFTTEX has been held in many important cities like Berlin, London,

Warsaw, Brussels, Prague and Budapest. Why not Istanbul? “Our city embraces Europe and Asia and is situated in the heart of Turkey, which is a major centre of trade and tourism. “It has a long, rich history, but its importance continues today. Istanbul was chosen as the European Capital of Culture last year and will be the 2012 European Capital of Sports. “It hosts many international events, fairs and festivals every year. Why not EFTTEX?” Mercan added that Istanbul is home to two large exhibition centres and has direct flights to most major cities worldwide from its two international airports. He said: “Our company is an important one in the Turkish fishing tackle industry and has made a tremendous

impact at trade shows internationally. “Fishing is part of the Turkish culture. It is surrounded by the sea on three sides with 8,333km of coastline and it has more than 1,110 freshwater fishing locations. “Despite the world-wide recession, the fishing industry is booming in Turkey with growth of between 45% and 50% in each of the last five years. In 2010 it was worth over €100m.” EFTTA CEO, Jean-Claude Bel, said: “EFTTEX is planned well in advance and we are working on a location for 2014. “Nothing would happen any time soon.”

NEW MEMBER

DIETER EISELE

Dieter Eisele Sea-Fishing is one of Germany’s oldest lure manufacturers. It was started by Dieter Eisele 30 years ago to develop a range of sea lures (pilks) for fishing in cold waters like the Baltic Sea and the Atlantic. Today the company has a range of around 3,500 items of tackle available to sea anglers around Europe. BRANDS: Its most important brands are Dieter Eisele and Solvkroken, from Norway. Since last year Dieter Eisele Sea-Fishing has been distributing Jigging-Master reels exclusively in northern Europe. It has a service centre in Germany that has a full stock for the Europe-JM range. First built in Taiwan in 1998, the Jigging-Master was developed into one of the most powerful reels on the market. It has up to 100lb breaking strength (reel weight 830g). The Jigging-Master Power-Spell reels are well known throughout the world among warm water fishermen. PLANS FOR INTERNATIONAL GROWTH: The company will be going to EFTTEX in Paris and it is targeting growth for its Jigging-Master range in Europe. It is also looking for exclusive distributors for the Eisele sea fishing range. HOW EFTTA MEMBERSHIP WILL HELP: The company regards EFTTEX as the most important show in Europe, and has exhibited and visited the event in the past. The new JiggingMaster brand has brought it back to EFTTA as it sees EFTTEX as an opportunity to present this exclusive brand to all retailers and distributors across northern Europe.

CONTACT DETAILS

Tel: +49 4361 1000 Email: mail@dieter-eisele.de Websites: www.Sea-Fishing.de and www.Jigging-Master.de

September 2011 Angling International

61


EFTTA TRADING WITH

THE VOICE OF THE EUROPE AN TACKLE TRADE

EFTTA TARGETS ICAST AND IFTD AS IT LOOKS TO ENTICE US EXHIBITORS

T

wo of America’s top trade shows have been targeted by EFTTA in recent weeks as the Association looks to grow the presence of US exhibitors for its next EFTTEX event in Paris. EFTTA staff visited ICAST, acclaimed as the world’s largest trade show, in Las Vegas in July and then crossed the Atlantic again in August to be at the International Fly Tackle Dealer Show (IFTD) in New Orleans. Neena Tailor, EFTTA Exhibition Manager, joined CEO, Jean-Claude Bel, for the visit to ICAST, and told Angling International: “ICAST was a good opportunity to meet with our members who were exhibiting in Vegas and also to raise awareness of our organisation and our show.

“There were exhibitors at ICAST who are looking with interest at the European market so it was appropriate for us to discuss what EFTTEX can offer them. “The timing was good because it’s the time of year when US companies are planning their budgets. “It was also useful to see how ICAST differs from EFTTEX and to consider what we might be able to adopt for our own show.” EFTTA was represented by General Manager, Janet Doyle, and Membership and Communications Officer, Victoria Seymour, in New Orleans for fly fishing’s premier event, the IFTD. This issue of Angling international went to press just before the show. See our full IFTD report in the October issue.

Scatri was among a number of EFTTA members exhibiting at ICAST.

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lucie@angling-international.com 62

Angling International September 2011


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Angling International Magazine - September 2011 - Issue 44  

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