Tackle Trade World - February 2024

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FEATURE CrushCity soft lures proved to be a big hit in 2023 Lars Ollberg and pro Jacob Wheeler at CrushCity launch at iCAST 2023 products in its own hands. All the elements are here… and now we focus on the essentials. WHAT’S THE THINKING BEHIND THE GLOBAL MANAGEMENT TEAM AND THE KEY APPOINTMENTS YOU HAVE JUST ANNOUNCED? Our key managers – some 25 key people – gathered together in London in September to make the strategy plan for the future. The new team will guide and accelerate its transformation process and the management team will focus on implementing the new strategic plan for <strong>2024</strong>-26. An important part of the implementation process is matched, measurable projects that focus on improving profitability and working capital management. CAN YOU OUTLINE THE MAIN PRINCIPLES UNDERPINNING YOUR ‘ONE MORE TURN’ STRATEGY AND WHAT IT WILL ENABLE THE BUSINESS TO ACHIEVE? We will place special focus on strong positive cash flow and accelerate inventory turnover with the Together - One More Turn strategy. It offers the flexibility to react quickly to market changes, while optimising the financial performance of the business. Key 20 www.tackletradeworld.com Performance Indicators (KPIs) are essential for monitoring business and evaluating success. All Rapala KPI’s steer operations in the same direction in terms of financial performance, customer satisfaction and process efficiency, among other things. THERE SEEMS TO BE A PROLIFERATION OF NEWER BRANDS THAT ARE FIERCELY COMPETITIVE. HOW ARE YOU MAINTAINING OR EVEN GROWING MARKET SHARE? Rapala has successfully launched several new, interesting products for the <strong>2024</strong> season. The most notable of these is Rapala CrushCity, a collection of very popular soft plastic lures, or jigs. Several retail chains have reported an excellent start to consumer sales and CrushCity has been the best-selling product group in its category. This further strengthens the Rapala brand in its most important target market in North America. The jig market is bigger than the hard bait sector already dominated by Rapala. Another positive message from the market is fishing participation to climb above the pre-Covid levels. Basically, we need to adapt more business practices from the USA so Rapala also needs to be more American in this sense. Being American also means more active selling and investing in the brand. RAPALA VMC OWNS A LARGE NUMBER OF GLOBAL BRANDS AND YOU ARE NOT ALONE IN THIS (PURE FISHING, RATHER OUTDOORS, FAR BANK AND OTHERS). DO YOU THINK WE WILL CONTINUE TO SEE CONSOLIDATION AND MORE BRANDS BEING TAKEN UNDER THE WING OF LARGER ORGANISATIONS? It’s hard to imagine that we would be driving consolidation now. On the other hand, the world is on the move all the time. We can be active on both sides when the time is right. As a general statement I’d say we develop our brands for the long-term, though. ARE YOU OPTIMISTIC ABOUT THE GLOBAL TACKLE TRADE’S SUCCESS IN THE NEXT COUPLE OF YEARS? We are cautiously optimistic of the market trend developments. Rapala is investing heavily in the key North American market. We strive to identify opportunities in the region and allocate its resources optimally to meet demand. In the European market, we place a strong emphasis on restoring and growing profitability and market share. In addition, effective marketing campaigns and strengthening customer relationships are key elements in improving competitiveness. In the Asian, South American and African markets, we will ensure the demand of our products there, leveraging the appeal of our strong brands. The strategy is a localised approach, where products may also be tailored to the specific needs of each market. This will strengthen brand awareness and attractiveness, while promoting Rapala VMC Corporation’s position and growth opportunities in these areas. Lastly, we focus on areas that improve the customer experience and meet market needs. Satisfied customers support longterm success. Rapala wants to be the best partner to its customers. RAPALA www.rapalavmc.com
STOPPIONI s.n.c. Firenze Italy Prod. Effevuemme s.r.l. Tel.+39 0558739615 -Fax +39 0558739648 stonfo@stonfo.com MEMBER Art.448 STONFO HOOK TYER SMALL SIZE LARGE SIZE Device with soft touch handle for tying fishing hook to the line. insert and lock the hook passing of the line rotate tyer 5 times 1 2 3 Produced in two different sizes: the small one is specially designed for very small hook sizes from nr.14 to 28, the big one is suitable for hook sizes from nr.6 to 18. pass the line into the clip press the clip down and pull the line SPOOL LINE unlock the hook and pull the line Supplied with full instructions. 4 5 www.stonfo.com 6 A GROUNDBREAKING SERIES OF GUIDES AND TOPS, TONY ENGINEERING, PATENT PENDING! TONY HUANG PACBAY MINIMA - X offers an unparalleled level of durability, solving the problems commonly associated with inner rings popping out or getting crushed. Through extensive reform and innovation, PACBAY MINIMA - X is constructed using highstrength , one-piece stainless steel. Both the guides and tops utilize mirror polishing, multi-layer Hard Chrome plating, and Titanium plating processes, resulting in corrosion resistance, low friction, and high thermal conductivity. As a result , the friction force during long-distance casting or retrieving is significantly reduced. If you’ve ever experienced the nightmare of losing or breaking your inner ring while battling a tough fish, you’ll appreciate the superiority of PACBAY MINIMA - X. Currently, we offer sizes ranging from #05 to #20, with plans to expand up to #50. More sizes and models will be available soon. We believe these guides are ideal for lure anglers, particularly carp anglers who often face issues with the #50 stripper guide getting damaged during transportation. With PACBAY MINIMA - X, this problem has been entirely eliminated. In summary, PACBAY MINIMA - X guides and tops are renowned for their exceptional durability and ability to withstand heavy use and harsh conditions. This innovation in the fishing world, through the abandonment of ceramic and stainless-steel rings, allows fishermen to bid farewell to the nightmares of ring breakages, crushing, and detachment. Build Great Fishing Rods www.fishpacbay.com info@fishpacbay.com
Page 1: SENT TO MORE THAN 18,500 TACKLE IND
Page 4: FEBRUARY 2024 TackleTrade www.tackl
Page 7 and 8: Super Heat Dissipation Super Low
Page 9 and 10: TV and radio star boosts Mud Hole t
Page 11 and 12: Simms launches give-back platform S
Page 13 and 14: Farlows goes back to archives for c
Page 15 and 16: DAIWA TATULA ELITE SPINNING REELS H
Page 17 and 18: lineaeffe.it happIness is a FIshing
Page 19: Rapala VMC FEATURE Then the Covid-1
Page 25 and 26: SPOTLIGHT ON... Reels Multiplier Re
Page 27 and 28: Registration Now Open! July 16-19 O
Page 29 and 30: DBW... GreAt LAKes GeoGrAphy Surfac
Page 31 and 32: DBW... GREAT LAKES t a r g e t s p
Page 33 and 34: Daiwa FEATURE DAIWA’S HARRIER LAN
Page 35 and 36: direction of fishermen's conversion
Page 37 and 38: CATCH 100 POUNDS OF CHINESE MACKERE
Page 39 and 40: Relix FEATURE its wide selection of
Page 42: Classifieds SPLIT RING PLIERS CLASS

Tackle Trade World - February 2024

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