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FLY FISHING LAUNCH SEEKS<br />
TO CHANGE THE GAME<br />
• Continued from page 3<br />
“When making a completely<br />
new company from scratch it<br />
seems easier to form it in the<br />
direction we want.<br />
“Going into new partnerships<br />
has been an exciting part of our<br />
short journey. It will be built<br />
with passion, determination<br />
and respect for ourselves and<br />
our business partners. I believe<br />
strongly in our setup and the<br />
skills represented within.”<br />
Her partner, Mads Pedersen,<br />
added: “Sometimes ambitions,<br />
values and goals align and<br />
everything falls into place. This<br />
is exactly how I feel about our<br />
new team and our collective<br />
approach to the fly fishing<br />
industry.<br />
“I am confident that we can<br />
provide both large and small<br />
brands in the fly fishing world<br />
with the best conditions for<br />
success throughout Europe.<br />
“Historically, many successful<br />
wholesale businesses have been<br />
based in the Nordic region, and<br />
with our location in Denmark,<br />
we are strategically positioned.<br />
Surrounded by excellent fishing<br />
waters and neighbouring<br />
countries, it’s natural that<br />
our part of the world attracts<br />
numerous fly anglers.”<br />
And in a key move, it has<br />
already announced a major<br />
partnership, adding the<br />
prestigious Nautilus Reels brand<br />
as the first in its portfolio.<br />
Hanna explained: “I am<br />
tremendously happy to partner<br />
up with Kristen Mustad and the<br />
Nautilus brand. It hit close to<br />
home as my own reel collection<br />
is primarily from Nautilus. I<br />
respect the products and I am<br />
proud to represent them again<br />
to the European dealers.”<br />
Nautilus Reels’ Kristen<br />
Mustad shared in the<br />
enthusiasm, stating: “We are<br />
looking forward to working<br />
with Hanna again. She is a<br />
powerhouse and will be a<br />
perfect fit for Nautilus in this<br />
market.”<br />
www.catchffp.com<br />
Key changes to move<br />
Rapala VMC forward<br />
<strong>Tackle</strong> giant Rapala VMC has made<br />
major changes and appointments to its<br />
global management team as it focuses on<br />
growing both existing business and new<br />
market opportunities.<br />
The company says that the current<br />
overstock situation created in the<br />
aftermath of Covid-19 appears to be<br />
improving, while more markets are<br />
opening up.<br />
Its One More Turn strategy is designed<br />
to identify key areas of profitability while<br />
allowing it to be flexible and react swiftly<br />
to market changes.<br />
It also aims to identify and make<br />
greater efficiencies in production<br />
and processes, improve the customer<br />
experience and involve employees in<br />
more decision making as well as utilising<br />
the skills of outside experts where<br />
appropriate.<br />
Last year’s launch of the CrushCity<br />
soft plastic lures has gone down well and<br />
the company is looking to invest further<br />
in the massive North American market,<br />
allowing it to become more competitive.<br />
Meanwhile, it will look to gain more<br />
market share in Europe while using a<br />
localised approach to determine specific<br />
product lines for Asia, South America<br />
and Africa.<br />
08 www.tackletradeworld.com<br />
The updated Global Management<br />
Team charged with taking forward<br />
includes chief financial officer Jean-<br />
Philippe Nicolle, who has taken on<br />
the role of chief operating officer,<br />
responsible for business performance,<br />
finance control and internal auditing.<br />
Miikka Tarna, who has been with the<br />
company since 2010, replaces him as<br />
chief financial officer, stepping up from<br />
deputy.<br />
After six years with the business,<br />
Tuomas Akkanen joins the Global<br />
Management Team as executive vice<br />
president, head of group supply chain<br />
and winter sports.<br />
Päivi Ohvo, formerly head of HR<br />
and managing director of Marttiini Oy,<br />
becomes executive vice president, human<br />
resources,<br />
Tuomo Leino has been appointed<br />
executive vice president, general counsel<br />
while Joni Tuominen is named as<br />
executive vice president, global business<br />
development and IT.<br />
All report directly to Rapala VMC<br />
president and chief executive officer<br />
Lars Ollberg, who said: “I want to<br />
congratulate new Global Management<br />
Team members for their appointments.<br />
I [also] want to remind everyone of the<br />
Lars Ollberg, Rapala VMC<br />
president and CEO<br />
work ahead. This team, together with<br />
the robust, experienced and professional<br />
local managers will ensure the success of<br />
Rapala VMC in the years to come.”<br />
Among the many brands in the Rapala<br />
VMC Corporation roster are:<br />
Rapala, VMC, Sufix, Storm, Blue Fox,<br />
Luhr Jensen, Williamson, Dynamite<br />
Baits, Mora Ice, StrikeMaster, Marttiini,<br />
Peltonen and 13 Fishing as well as<br />
Okuma in Europe.<br />
It posted net sales of €274 million in<br />
2022, employing around 1,500 people in<br />
approximately 40 countries.<br />
www.rapalavmc.com
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