Angling International Magazine - April 2010 - 27

WORLD TRADE Shimano and Rapala EXCLUSIVE launch new brand p8 April 2010 Issue 27

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E EX FT1 FO H R T O T E D I E B X MAIL 54 I T ,9 SES 10 O S E N I RS S BU IDESTT OUR W YE REACH

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

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EFTTA TARGETS An open letter from 1 E E NON-MEMBERS Jean-Claude Bel p59 XH FTT FOR E I D TO E B L I X A M 4 I 5 T 9 O 10SI,NESSES RS BU April 2010 Issue 27

IDESTT OUR W YE REACH

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

GLOBAL BUSINESS

Europe’s cat fishing market

How Black Cat will strengthen its hold on the sector p9

Reaction from China Fish 2010

Did the 20th anniversary show live up to expectations? p18

New products from around the world

THE LINE MARKET TODAY 20 PAGES OF ANALYSIS FEATURING THE WORLD’S TOP BRANDS Starts p25 Includes • SUFIX • SHIMANO • CLIMAX • BALÁZS • PURE FISHING • EUROCORD • CORTLAND • VEGA • PLATYPUS

TACKLE INDUSTRY EXCLUSIVE

Including seat boxes from Plastica Panaro p67

Shimano and Rapala combine to create new tackle concept p8

APRIL 2010

Welcome, Bienvenue, Bienvenida Willkommen, Benvenuto...

I’ve been involved in the fishing tackle industry for longer than I care to remember but I’m hard-pressed to recall a busier – or more rewarding – month than the one just gone.

An invitation to attend a meeting between Rapala and Shimano at which an entirely new joint-venture tackle concept was revealed was not just exciting but also something of an honour – and I am delighted to bring you the full story in this issue.

No sooner had I returned from Amsterdam than it was off to China Fish. Yes it was cold and, yes, the facilities left something to be desired.

But the Beijing show still has a compelling attraction for the worldwide industry and every person I spoke to (and there were lots) said they would be back next year. A report of the show starts on page 18, and you’ll find more from Beijing in next month’s issue.

While in Beijing I was fortunate enough to enjoy the hospitality of the huge Heng Feng manufacturing company – and again honoured to find that I was the first journalist to visit their Hangzhou headquarters. Apart from being dazzled by the sheer scale of an operation that produces tackle for top brands worldwide, I was intrigued by the views of President Ben Yang on exclusive partnerships and patent protection. You’ll find the exclusive interview on page 11.

Across the other side of the world, Randi

Swisher is another man with big plans. Randi, Marketing Director for the American Fly Fishing Trade Association’s new International Fly Tackle Dealer show, talks about how he plans to make the event attractive to retailers. It’s a bold plan which deserves to succeed.

Angling International has a growing reputation for the big stories. If you want to appear in our pages don’t hesitate to give me call. And don’t forget this magazine is the official media partner for EFTTEX and is the best place for your EFTTEX advertising.

ContactCommercialDirectorLucie Petrickova to discuss how we can work with you to make your show a huge success.

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, and was also assistant editor of Sea Angler. He has worked in magazines for more than 36 years.

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.

KEELY DOCHERTY-LEE, ART DIRECTOR As Top Corner’s art director and cofounder, Keely has 15 years’ design experience, and a proven track 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.

ROBERT LANGFORD, EUROPE CORRESPONDENT English-born Robert Langford is based in Germany, where he has forged a huge reputation as a sea angler and journalist. His articles, which are syndicated throughout Europe, are read by up to 500,000 readers. He also works as a fishing guide and never leaves home without his Baleno waterproofs.

LUCIE PETRICKOVA, INTERNATIONAL COMMERCIAL DIRECTOR Lucie can call upon seven years’ experience of delivering commerical solutions for angling clients. Czechborn, she is also familiar with other eastern European languages. Call her to discuss your advertising needs and to find out ways to promote your products in the magazine.

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 Petrickova; lucie@angling-international.com; Tel. +44 7825 999230; Fax +44 1225 760249; Skype lpetrickova • Publishing editor: Mel Bagnall; mel@angling-international.com +44 (0)1733 392 977 • Editorial director: Rob Carter; rob@topcornered.co.uk • Art Director: Keely Docherty-Lee; keely@topcornered.co.uk • Designer: Kate Hooley; katehooley@atgraphicsuk.com • Database Manager: Graham Goor; grahamgoor@atgraphicsuk.com • International Ambassador: Caroline Thomas; caroline4u.thomas@virgin.net +44 (0)7952 555716 • Colour reproduction: AT Graphics UK Ltd, Peterborough, Cambs UK • Printed by: Warners Midlands plc, Bourne, Cambs UK • Subscription enquiries: enquiries@angling-international.com

MEMBER

•THANKS THIS ISSUE GO TO: Austin at China Fish, Helena Basche, Mick Bell, Lucy Bowden, Bruno Broughton, Agneta Brunell, Fanny Champlon, Angela Coe, Tony Conte, Ken Doncaster, Morgan Evans, Ellen Geskus, Graham Goor, Kate Hooley, Richard Lee, Tom Legge, Christina Ma, Krzysztof Markiewicz, Anita Pandya, Steve Partner, Margit Pochendorfer, Linda Saunders, Ktris Sloof, Sally Steel, Steve Stones, Marta Szalkowska, John Walsh, Daniel Zaicek No part of this magazine may be reproduced without the prior permission of the publisher. The magazine assumes no responsibility for the safety of contributions, although all reasonable care will be taken.

April 2010 Angling International

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Diesen monat, Ce mois, Este mes, Questo mese...

Wenn man den Schlüsselfiguren der Branche glauben darf, gibt es heute keinen härter umkämpften Markt als den Angelschnur-Sektor. Traditionsreiche Marken finden sich zurzeit in der Gesellschaft von sowohl bereits etablierten Marktneulingen mit Kerngeschäft in anderen Bereichen als auch kleineren Mitbewerbern mit Nischenprodukten und Dienstleistungen. Erstaunlicherweise florierte dieser Sektor während der globalen Rezession. Aber was jetzt? Ab Seite 25 erläutern führende Hersteller gegenwärtige Schnurtrends, ihre aktuellen Probleme sowie ihre Zukunftsperspektiven.

Unser Sonderbericht präsentiert Interviews mit Shimano, Sufix, Climax, Eurocord, Cortland, Pure Fishing, Balazs und anderen. Wichtige Lektüre für jeden, auch wenn er nur geringfügiges Interesse an diesem Bereich hat. Außerdem betrachten wir die europäische WelsSzene und die führende Marke Black Cat (Seite 56) und es gibt mehr Nachrichten von Ausstellern und ihren Plänen für die EFTTEX 2010 in Valencia (Seite 59-66).

Viel Spaß mit unserem Magazin!

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Selon l’avis des acteurs clés du secteur, il n’y a pas de marché plus concurrentiel dans le marché global de la pêche que celui du fil. Les marques traditionnelles ont vu arriver plein de nouveaux venus de toutes parts: depuis les grandes marques d’autres produits aux marchés des niches plus petites. C’est aussi un marché qui s’est remarquablement maintenu pendant le récession. Mais quoi der nouveau?

Commençant page 25, les principaux fabricants parlent franchement des tendances de ce marché, les problèmes qu’ils rencontrent actuellement et les attentes futures. Notre Rapport Spécial inclus Shimano, Sufix, Climax, Eurocord, Cortland, Pure Fishing, Balazs et d’autres. Il est essentiel que vous le lisiez même si votre implication dans ce secteur est minime. Plus loin on parle du marché du silure et sa marque leader Black Cat (page 56) et vous aurez plus d’information sur les plans de sociétés participant à EFTTEX 2010 à Valencia (pages 59-66). Bonne lecture!

Angling International April 2010

Según sus protagonistas, no existe un mercado más competitivo en la pesca hoy que el sector de las líneas. Sus marcas tradicionales se unen con los recién llegados de los dos extremos: los grandes, las marcas establecidas de otros sectores de productos, y empresas más pequeñas con nichos de productos y servicios. Es también un sector que le ha ido muy bien durante la recesión mundial. Pero, ¿qué sigue? Comenzando en la página 25, los principales fabricantes hablan con franqueza acerca de las tendencias en el mercado de las líneas, los problemas actuales que enfrentan y las perspectivas de futuro. Nuestro Informe Especial cuenta con entrevistas con Shimano, Sufix, Climax, Eurocord, Cortland, Pure Fishing, Balazs y más. Es una lectura esencial para cualquiera que tenga interés, incluso el más pequeño en el sector. En otros lugares, nos fijamos en el mercado europeo del siluro y su marca líder Black Cat (página 56) y tenemos más noticias de los expositores que hacen planes para EFTTEX 2010 en Valencia (página 59-66).

Disfrute de la revista!

Secondo fonti autorevoli oggi non esiste alcun mercato così competitivo nell’ambito della pesca come quello delle lenze. Ai marchi tradizionali si affiancano nomi nuovi: da un lato marchi di un certo calibro e ben affermati per altri settori di prodotto e, dall’altro, aziende più piccole con prodotti e servizi di nicchia. Stiamo parlando di quel settore per cui le cose sono andate alla stragrande nel periodo di recessione globale. Ora, però, cosa ci aspetta? A pagina 25 di questo numero i produttori leader parlano in modo franco dei trend del mercato delle lenze, dei problemi attuali che stanno affrontando e delle prospettive future. Nel nostro Special Report potrete leggere le interviste fatte a Shimano, Sufix, Climax, Eurocord, Cortland, Pure Fishing, Balazs e non solo; lettura essenziale anche per coloro che hanno per questo settore un interesse minimo. Altrove in queste pagine punteremo i riflettori sul mercato europeo del pesce gatto e sul suo marchio leader Black Cat (pagina 56).

Abbiamo anche maggiori notizie da parte degli espositori che si stanno preparando all’EFTTEX 2010 di Valencia (pagina 59-66).

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

SHIMANO & RAPALA COMBINE TO CREATE NEW TACKLE CONCEPT

Global tackle giants Shimano and Rapala are set to launch Yasei, a new predator fishing range for the European market. “It’s time to bring a new concept to the industry and we have taken that step together,” Shimano’s Gerard Bakkenes tells Angling International Publishing Editor Mel Bagnall.

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Angling International April 2010

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n one of the biggest stories to hit the angling industry in years, Angling International can exclusively reveal that industry giants Shimano and Rapala have joined forces to launch a new fishing tackle concept for Europe.

The exciting new series of speciallydesigned products is aimed at predator anglers right across Europe and is called Yasei – the Japanese word for ‘wild’.

By harnessing their fantastic distribution power, coupled with the quality that is synonymous with their brands, Shimano and Rapala seem poised to make a huge impact on tackle sales in Europe with the new launch.

Although the development and testing phase has been a well-kept secret, Angling International was privileged to be invited to a pre-launch meeting in Holland and can reveal that the range will be a total concept encompassing a comprehensive range of predator tackle.

It will include rods, lures, hooks, braid and fluorocarbon and will comprise niche products that would not otherwise be in the Shimano/Rapala ranges. Labelling on each Yasei product in store will make it evident that it comes from the Shimano/Rapala development team.

The two global brands have been working on the new range for over a year but even their sales teams were unaware until Shimano’s annual New Product Presentation at its Nunspeet headquarters in Holland in the second week in March.

World industry exclusive Rapala and Shimano already work very closely together on European distribution and Shimano’s Marketing Manager for Europe, Gerard Bakkenes, explained that it was a natural step for the alliance to become even stronger.

“Co-operation between the two companies has become stronger and stronger in recent times and each company has its own strengths and expertise that complement each other. So this collaboration became the obvious next step. We decided it was time to bring a new concept to the industry and that we would take that step together.

“There will continue to be regular meetings between Rapala and Shimano where we will share best practice and talk about any areas where we may be able to co-operate still further.”

The shared strategy behind Yasei is driven by the attraction of a mid-market sector that both companies believe offers market share that currently they do not enjoy.

“Rapala and Shimano are renowned for their quality and are dominant at the top end of the market,” added Bakkenes. “But there is a sector below that which has a very high value attached to it. Some companies are making a lot of money from it by reacting quickly to market trends, but up until now we have not even competed in that market sector.

“Yasei will change all that. It is of the highest quality and not an entry-level product, but with accessible price points. Anglers right across Europe are going to be very impressed by what they see and by how Yasei performs.”

Confirming both companies’ intentions to adopt a more responsive approach to the market, their development teams have left no stone unturned in their quest for products that are not only a genuine improvement on what is already available but also meet current consumer needs. Well-known European predator expert Willem Stolk and a hand-picked project team have been at the forefront of field testing.

Stolk had just completed testing of the last Yasei sample when he told Angling International: “Every product in the range is an

“Yasei is high quality but with accessible price points. Until now we have not competed in that market sector”

improvement on what is already available in at least four or five ways. Some items we have improved with as many as seven different features. We have taken a really detailed approach to development followed by thorough testing and this will be the difference between Yasei and other brands.

This is very specialist fishing tackle and that is why the smallest detail is important.

“Predator fishing in Europe has changed a lot in the last five years with the best techniques being transferred from one country to another. It is now very specialist and the anglers want product on a high level that matches their passion. Yasei will cross territorial boundaries because it is techniquespecific and species-specific. Any product we consider has to fit within this overall concept.”

Rapala’s Teemu Makela emphasised the importance of educating the end user to the Yasei sales strategy. “Educating the consumer is an essential part of the marketing plan,” he explained. “We want to share information about techniques with fishermen and this will drive the demand for Yasei. We will use printed matter, media advertising, the worldwide web, instore videos and on-thebank demonstrations to tell customers what Yasei is all about and how they can get the best from it.

“We will also take our sales reps on the water so they fully understand what they are selling and can in turn educate the retailers. We will create the demand by educating the end user.”

Following input from the sales teams, Shimano and Rapala hope to have product on the market by the beginning of April.

Above: Shimano’s Marketing Manager for Europe Gerard Bakkenes.

“Collaboration over a new tackle concept is a logical step in our co-operation with Rapala.”

Below: Predator expert Willem Stolk has lead the development team. “We have taken a detailed approach,” he says.

COMMUNIQUÉ

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

F

ishing licence sales information revealed in the US suggests one of the biggest percentage increases in more than 30 years. Sales rose by 4.7% in states that participate in the ďŹ shing licence sales index recently released by Frank Peterson’s RBFF has the American SportďŹ shing targeted lapsed anglers.

Association (ASA) and the Recreational Boating & Fishing Foundation (RBFF).

Florida, Minnesota, North Carolina and Texas, four of the 12 participating states, are among the top ten states where angling impacts on the economy. Eight of the states recorded higher sales from ASA CEO Mike Nussman: January through December deighted with the news.

2009 than the previous year. “The index is a strong indicator of sales, though not an exact measure of all sales nationally,â€? observed ASA President and CEO Mike Nussman. “However, should the 4.7% rise hold true nationwide, it would represent one of the largest percentage increases in ďŹ shing licence sales in over 30 years.â€?

RBFF President and CEO Frank Peterson added that the Foundation’s Take Me Fishing direct mail marketing programme and other initiatives designed to reach lapsed anglers contributed to the 2009 rise.

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Increase in licence sales excites US trade

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Information from the 12-state index, which is representative of recreational ďŹ shing in the US, is monitored by research company Southwick Associates, which revealed that sales increased at a faster rate in the ďŹ rst quarter of 2009 than in the second.

Increases of 20% or more were common in the ďŹ rst quarter. However, larger volume sales occurred in the second quarter – the peak period for licence sales nationally – and had the greatest effect on 2009 ďŹ gures. Although growth slowed slightly in the second half of the year, sales were still up for the majority of states in the index. “The typical angler spends $176 a year on ďŹ shing tackle alone and contributes over $40 annually to conservation via licence dollars and excise taxes,â€? added Nussman. “When the index moves by just a tenth of a point, 40,000 anglers have entered or quit sportďŹ shing. Even a small uptick in the index represents a big change in participation.â€?

So is the increase a good measure of likely trading trends? “Yes, it is,â€? said Manager of Communications for Bass Pro Shops Larry Whiteley. “Even in these tough economic times people are ďŹ nding outdoors activities are not expensive. It really doesn’t cost that much to get out there. “We have been pleased with sales this past year and we are happy going into this year too. We didn’t pull back because of the economy and have been very aggressive and pro-active in driving people into

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6/10/08 1:13:30 PM

Promotional material from the Take Me Fishing campaign.

our stores. We have provided free outdoors skills classes, including ďŹ shing, and run family summer camps. This kind of activity has brought new people through the doors.â€?

Bass Pro Shops has also worked with other organisations to encourage participation, including promoting the RBFF’s Angler’s Legacy campaign in more than 50 Bass Pro retail locations, on its website www.basspro.com and at its annual Spring Fishing Classic each February.

The signiďŹ cance of the upturn is not lost on specialist outdoor retailer, mail order and internet company Cabela’s. “We are certainly encouraged by this increase in licence sales,â€? said Vice President Merchandising for the company’s general outdoors category Scott Frnka. “We believe this signiďŹ es a return to the water by both the avid angler and the entry level ďŹ sherman. Based on the licence data, we anticipate good things in 2010, coming off a solid year in 2009.â€?

Fulling Mill showcases 150 new y patterns

The new product brochure from top y brand Fulling Mill comes complete with an A2 poster featuring more than 150 new y patterns for 2010, including salmon, pike, carp, saltwater, stillwater, nymphs and traditionals.

Fulling Mill says patterns have been carefully selected from submissions received from the world’s top y-tyers and feature lots of innovative ideas. The UK-based company points out that while there is a huge difference in commercially tied ies on the market today, Fulling Mill “cannot be beaten for reliability, top quality and affordability.â€?

The brochure also features an exciting new y ďŹ shing outďŹ t comprising rod, reel, carrier, yline, leader and a box of species-speciďŹ c ies in a convenient package.

For more information call Fulling Mill at +44 1293 778600 or email sales@fullingmill.com.

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Angling International April 2010

The new Fulling Mill brochure includes an A2 y poster.

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

Bait-Tech’s new range of baits for the European market.

UK’s Bait-Tech sets out expansion plans

PICTURE COURTESY OF IYCF

B

ait-Tech is planning to build on its rapid recent expansion by sealing new distribution deals in a number of key continental markets during 2010. Launched in 2006, the UK-based company has already gained a foothold in Benelux, Germany and Italy, Supremely confident: and now owner Pete Clapperton owner Peter Clapperton. is keen to keep the momentum going by signing agreements with distributors in France, Poland and the former Eastern Bloc countries.

Allied with increased marketing spend and new sponsorship deals with leading European anglers, Clapperton – who has more than 25 years’ experience in the tackle industry, having previously headed up Van Den Eynde distribution giant European Groundbaits – is remarkably confident.

“Right from the start the response to our products has been phenomenal. We saw a gap in the market because VDE was never recognised as a carp brand – there seemed to be a big hole in the market for carporientated groundbaits. I was at a show in Amsterdam in late 2008 when I decided that we needed to be bold and expand into Europe. We picked up two distributors straight away, Arca covering Benelux and Sanger covering Germany, followed shortly afterwards by Milo Columbo covering Italy. Things have flown ever since,” he told Angling International.

“I’ve even had two guys drive over from Latvia to our warehouse recently, and had another couple of guys come over from the Czech Republic. It’s been crazy! I’ve also had enquiries from people wanting to distribute our products in Russia, Romania, Hungary and Bulgaria.”

Bait-Tech has recently added four new groundbaits to

its growing stable of more than 50 products, which also includes particles, pellets, boilies, liquid flavourings, bait and particle soaks and oils. Clapperton is sure the company’s latest additions will find particular favour with anglers on the Continent.

“We’ve developed a number of groundbaits with the wider European market in mind. These include Mantra, which is a sticky mix ideal for the deeper, faster-flowing German and Dutch waters; Omen, which is an out-andout bream groundbait; Entice, which is a meaty blend designed for singling out the bigger fish; and Cult, which is a lake groundbait designed mainly for carp,” he said.

So which markets in particular does he think the company needs to break into in order to make sure Bait-Tech’s growth remains on a steep upward curve?

“After the UK, our most important markets are the Benelux, Italy and Germany, but I’d like to think we can add France to that list this year. As soon as we get a distributor, I think we’ll take off, but it’ll probably be a tough nut to crack because of the dominance of Sensas.

That said, I have total faith in our products. I’d also like to build our brand in Poland, Russia and of course the other main Eastern Bloc countries such as Hungary and the Czech Republic.”

As well as signing distribution deals, extra resources will be ploughed into marketing Bait-Tech’s products to foreign consumers. It’s an area Clapperton readily admits his company are still learning about.

“Obviously, we’re quite new to marketing our p roducts to the European market. We’re still formulating our strategy and studying the market, looking for the best opportunities, but we’re getting an increasing amount of coverage in the continental magazines, and one of the next steps would be to sponsor an angler in each country. There may well be testing times ahead, but I’m completely fearless regarding our expansion – our products are that good,” he said.

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

The five reasons to be at ICAST

W

ith ICAST 2010 now little more than three months away, the American Sportfishing Association – the show’s organising body – is reminding potential exhibitors of at least five good reasons for attending the world’s largest sportfishing trade show.

The New Product Showcase is ICAST’s flagship feature and again will be very high profile before and during the show in Las Vegas between July 14th and 16th. The Showcase grows in size and prestige each year and with awards in 17 categories, plus an overall Best of Show award, is a great opportunity for exhibitors to debut their latest innovative products on the world sportfishing stage and to receive widespread media coverage.

Almost 2,400 visitors attended ICAST in 2009, and figures like that mean exhibiting in Vegas will enable companies to reach more buyers in three days than they could see in a whole year. And according to the ICAST 2009 exhibitor survey, 88% were satisfied with the quality of buyers who attended the show.

ICAST has established a reputation as the place to jumpstart a new business. The show floor and surrounding hotels represent a myriad of networking opportunities where partnerships

are forged and deals done. To attend the show is to be part of the industry.

Media attendance at ICAST has doubled in the past five years as TV, radio, online media, magazines and newspapers have switched on to the significance of the huge show not only to the sportfishing and boating industries but also to the US economy.

More than 500 outdoor media representatives are expected through the doors of the Las Vegas Convention Center, so exhibitors looking for media coverage of their products will never get a better chance.

The ICAST Buyers’ Guide is a unique resource used by buyers both at the show and throughout the year for information and guidance on their product purchases. The Guide is produced in both print and online versions and the fact that since June last year almost 5,000 unique visitors have searched the online Buyers’ Guide is testimony to its usefulness.

Also, more than 5000 Guides are distributed during the show.

Information about how to exhibit at ICAST 2010 is available at www.icastfishing.org or call +1 703 519 9691.

Ugly Duckling changes Major changes are being planned at Ugly Duckling, the Serbian lure manufacturer. While full details are not yet available, Angling International understands that the search is on for an investor to help take the company to the next level.

Ugly Duckling, known for its samba and balsa wood wobblers, has split with Swan Lures. It is revitalising its product range and looking to increase distribution across Europe. It is also updating its website.

To help accelerate the new strategy, the company hopes to “join forces” 16

Angling International April 2010

with an investment partner who can bring connections to new markets and customers. The Ugly Duckling name will be retained under any restructure, but the addition of the new partner’s name remains a possibility.

“We have three interested parties and we hope there will be more,” said a company spokesperson. “It is important to find the right company to complement our knowledge, manufacturing expertise and trademark.”

Ugly Duckling can be contacted at +381 32 373 692 or at the website www.uglyduckling@yu1.net

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 finally feels the recession bite as numbers drop

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s China Fish 2010 predictably fell victim to an economic environment that dissuaded a proportion of pre-registered visitors from attending, China Fish President Li Jiang responded to the widely held view among customers that fewer buyers attended the show.

“According to our interviews with exhibitors 72% of companies said there were fewer buyers visiting their booths and 61% of companies told us that visitors with purchasing plans were 30-60% down on last year,” he told Angling international.

“So maybe this proves the economic crisis is finally exerting its impact on China.

“In 2009 the economy did not influence overseas buyers so severely as governments put in place measures to rescue the markets and there were great orders at China Fish.

However, this year, when the rescue measures have stopped and stocks are harder to sell, big orders are more rare.

“Also, the speed at which the show has developed is beyond our expectation, with 509 exhibiting companies this year, a 21% increase. So maybe the proportion of exhibitors to visitors is out of balance. As a result many exhibitors complain that the orders they took are less than last year. So for next year we will try to control the scale of the show.”

The quality of the booths was noticeably more modern this year and very different from the earlier generations of the show.

And the new products on show are gradually improving in quality.

The many people spoken to by Angling International at the show underlined the fact that China Fish still holds a prominent place in the industry and is seen as a key show at which to do business.

While there was some dissatisfaction, mainly to do with the location, every company Angling International spoke to expressed its intention to return to the event next year.

Mr Li Jiang also commented on the high volume of new business at the show, saying: “Despite fishing tackle exports falling by 20% in 2009 compared to the previous year, overseas markets are now requiring more high quality products, demonstrating that the impact of the economic crisis in 2008 on the Chinese industry is not as severe as expected.

“Another reason is that perhaps order amounts placed by overseas buyers is less than before, so Chinese manufacturers have to exhibit at more shows to grow their business,” he added.

“Chinese companies have realised that export is not merely survival but are searching a broader platform to promote their brands. They consider China Fish a reliable platform and this is why we achieved 21% new exhibitors.” * More from China Fish in next month’s Angling International.

Left: the special booth celebrating the 20-year history of China Fish.

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VENUE HEAVILY CRITICISED China Fish is considering a move back to last year’s location following exhibitor complaints about the new Jiuhua International Exhibition Centre that hosted this year’s event.

While exhibitors that Angling International spoke to underlined the continuing importance of China Fish to their trading plans and the industry in general, they were also unanimous in their criticism of both the exhibition hall and the neighbouring hotel accommodation.

A final decision has yet to be made, but the organisers have taken on board complaints about the remoteness of the venue, inadequate hotel

facilities, the lack of shuttlebus transport into the city, the absence of carpeting on much of the showfloor, cables that presented safety hazards and very low temperatures throughout the show.

Far from hiding from the facts, however, China Fish organisers have taken the complaints on board and in a show of honesty have published no-punches-pulled comments from exhibitors on their press material.

Major international companies swelled the exhibitor numbers and improved the quality of the stands, but visitor numbers were disappointing. However, those exhibitors spoken to by Angling International still promised to return in 2011.

CHINA FISH BEST PRODUCT SHOWCASE AWARDS

Rod Weihai CRONY Fishing Tackle Co., Ltd Reel Paladin China Co., Ltd Lure Botao Sports Ltd Bait Hubei Old Ghost Bait Co., Ltd Line Weihai Sensa Company Limited Float Weihai Enjie Fishing Tackle Co., Ltd Bag LongYuan Tourist Goods Co., Ltd Net Hangzhou Hongjian Fishing Tackle Co., Ltd Electronics Yachting Electronic Co., Ltd Clothes Fuzhou Riversuny Waterproof Garments & Bag Mfg., Ltd Fly Fishing Product Weihai Mingyang Fishing Tackle Co., Ltd Tackle Accessory Guangzhou Liangyue Lighting Lamps Co., Ltd Fishing Accessory AFB Bti-sports Yangzhou Guotai Co., Ltd Outdoor Equipment Arcadia Camp&Outdoor Products Co., Ltd

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

THE TRADE’S VIEW

HOW WAS CHINA FISH FOR YOU? China Fish is all about sales, with the emphasis on the quality of the buyers. But how much business did it really generate for its exhibitors this year?

Jim Burton, Managing Director Matchbox Tackle “It’s our second year

here and we are reasonably happy with the show. Our seatboxes are a specialist product so we expect only a certain percentage of visitors to be interested, but we had some genuine enquiries.

Opening up the Chinese domestic market is very significant for me – it’s

definitely going to happen. I am happy with the venue as an exhibitor but I wouldn’t be as a visitor and if I was the organiser I would be concerned about the reaction if it were held here again.

Service and location have been issues.”

Zahidd Iqbal, Manager Sonix Fishing Tools “Many customers have

contacted us and new ones have been attracted by the quality we offer. We would come back if this interest turns into orders, but the venue is not good.

The carpeting is poor and the booths should make clear the country of origin.”

Ulrike Krome, Managing Director Ockert GmbH “China Fish falls

between EFTTEX shows and so the

timing is good. There are people who come to China Fish that don’t go to EFTTEX so there is an opportunity to see different customers. There are customers from New Zealand, Australia, North Africa, Egypt and and such places that you wouldn’t necessarily see at EFTTEX. We have tested it this year, which hasn’t cost a lot, and would certainly consider coming again.”

Matt Wilson, Account Manager OEM and commercial markets, Eagle Claw “It’s the first time we have had a

booth at China Fish. The Asian market is very attractive to us and this is a test.

We ship hooks into Taiwan and distribute from there. Our Trokar hooks are on fire at the moment – they’re the sharpest hooks around.”

there are signs that it may – then we would want to be at the forefront.”

Brandon Hwang, Managing Director Aquaz “China Fish itself is improv-

ing. It is better organised and there are more overseas visitors. That is important for us because we do not target the domestic market, which is not ready for high quality products.

But the location is not good. We are here for business for sure, but it is too far out from the city. Next year I hope it moves to another location.”

Mark Zhang, General Manager Hemingway Export and Import “We

have seen signals that we are coming out of the economic crisis. Orders have been fewer but better quality.

We have seen our stable customers and also some new customers. It is expedient to have the venue and the hotel close together but the location is not convenient for many people. The temperatures are low.”

Wang Qian Gang, Director Weihai Hanhigh “There are not as many

Xia Ning, General Manager Yaska Fishing Tackle “We have been com-

ing for 18 years, it is an important show for us. We have seen plenty of customers and are happy with the level of business we have done.”

visitors as 2009 but last year they were just dropping cards and this year they are coming on to the stand and having a proper business discussion.

So we are making good connections that we will follow up after the show.

The location is too far out from the city, although everyone is together and networking, which is good.”

Lucas van der Geest, Marketing Manager Holly Kudos “This is our

first time at China Fish and we are happy with the attention and with the new customers we have seen. Attention is not an order of course but we have a good feeling from the show. We had high expectations and they have been met. We will do it again next year. We are focused mainly on the European market right now but if carp fishing should take off in China – and 20

Angling International April 2010

Shareo, Foreign Trade manager Lianqiu “This is our fourth year at

China Fish and it is an important show for us. If we don’t exhibit here we may lose customers. However, we don’t want to come to this location again and would prefer to be closer to the city.”

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ACE signs with Yaris Sports in Germany

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ACE Director Max Cottis: “We had been overdue in getting a proper foothold in Germany.”

dvanced Carp Equipment (ACE) has signed up Yaris Sports BV as its exclusive distributor for the German market. The deal sees the rapidly expanding UK company teaming up with Henk Bruins, one of the industry’s best known figures, thereby completing the picture for ACE and its European

distribution network, with Germany being the last main market that the company was seeking to secure representation in.

Max Cottis, Director of ACE, told Angling International: “Henk is one of the most respected men in the business so to have him representing us is fantastic. Germany is one of the largest European markets so we were keen to get some mainstream representation as we had only been servicing a handful of shops directly until he came on board.

“The response has been instant. He held his first show in a tackle shop recently and sold most of the stock. The enquiries have been flowing in ever since.

The deal couldn’t have come a moment too soon – we had been overdue in getting a proper foothold in Germany.

“We’re now in every major European market. The biggest for us are probably Italy, France, Russia, Belgium, Holland and Scandinavia. Obviously, you can now add Germany to that list, and of course the UK. We were quite late breaking into the UK last year, but now have 130 accounts – a figure I’m planning to double in 2010.

Henk Bruins commented: “I was very impressed with the ACE range when I first saw it. I knew that with their background, any product coming from Steve and Max would be of a high pedigree.

“We will be visiting all our existing accounts over the coming weeks to show and explain all these new products. However, if any dealers wish to get on board earlier then they can contact our offices and we’ll make arrangements to visit them sooner.”

For further details, contact Yaris Sports BV on +31 485561177 or henk@yarissports.nl

ITALY’S PRO TACKLES TO DISTRIBUTE TROKAR HOOKS IN EUROPE Wright and McGill, maker of Eagle Claw fishing tackle, has appointed Pro Tackles as its exclusive distributor for its Trokar hook brand for Italy, France, Spain, Portugal and Croatia. Based in Bologna, Pro Tackles

has successfully established its own Molix lures worldwide and this is believed to be a factor in Wright and McGill’s decision.

Trokar were the subject of a high-profile launch at last year’s ICAST show and

Eagle Claw believes that the surgically sharpened hooks are the most effective ever designed. In announcing the alliance, Eagle Claw said that the two company’s product ranges complemented each

other, offering the highest standard at the forefront of innovation. Pro Tackles owner Paulo Vannini invited enquiries to +39 051 887919 (phone), +39 051 6903961 (fax) or info@protackles.com.

HugecrowdsatBologna The Bologna Fishing Show has easily eclipsed its attendance target. At least 50,000 visitors descended on the stunning northern Italian city for the event, with some reports putting attendance at more than double the 30,000 that had been anticipated.

The show, one of Europe’s best known sports fishing events, took place during 12-15 February at the Bolognafiera Showground venue.

Organised on behalf of the Italian Federation of Sport Fishing Equipment Manufacturers and Professionals (FIPO), this year saw Italy’s main diving event, Eudi Show/DivEx, brought under the same roof as the organisers sought to capitalise on synergies between the fishing and diving markets and create additional value for visitors.

Just over 100 exhibitors attended the show, and trade was reported as being ‘brisk’, despite the recession.

Céline Boutin, International Business Manager for French line company Powerline, said: “Bologne was a very good and interesting show. There was snow on Friday and it was feared it would affect the attendance but it was very busy and Saturday morning was crazy, 22

Angling International April 2010

with some queues lasting 30 minutes!”

Antonio Artico, Managing Director of Artico, a company which has been attending the show since its inception, was also impressed with this year’s proceedings. His firm has been manufacturing rods since 1988 and acts as the exclusive Italian distributor for Sasame Shout! and @rigato lures, adding Powerline to its portfolio this year.

He told Angling International: “Despite the financial crisis, the Bologna show was a great success for our company – in fact it was probably the best since it began four years ago.

“For Italian fishing tackle companies and manufacturers, Bologna is definitely the most important date in the calendar – it’s the best place to showcase all the new products which are due to be introduced in the 2010/2011 season. This year our surfcasting rods and boat fishing rods proved particularly popular, and our new range of river trout fishing rods manufactured with the same 100% pre-preg carbon they use in the bodywork of Ferrari Formula One cars also caused quite a stir! Bologna was brilliant – I can’t wait for next year.”

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

Randi Swisher: We’ll repay the faith of the fly fishing industry

In his first major interview since taking on the role of Show Director for the new International Fly Tackle Dealer Show, Randi Swisher explains how the show will better serve the fly fishing industry. “We’ll help retailers,” he says.

FFR was generally regarded as having endured a tough few years. What will be essentially different about IFTD that will make it the success the industry wants it to be?

Randi Swisher: First, the industry trade show is now Randi Swisher: confident owned and produced by of success in Denver. the fly fishing industry. For the first time in history, AFFTA is in a position to promote and sustain the growth of fly fishing in a significant way. For too long, the primary focus for the show has been just on manufacturers selling products. Not enough focus was placed on helping retailers find ways to improve their business and increase their bottom line. Over the past two months, we have moved quickly to put into place the components necessary to bring the industry together.

So, what will IFTD do to attract sufficient numbers of retailers?

The biggest incentive for a retailer to attend is financially driven. The show will offer profit-driven programmes focusing on increasing sales, reducing costs and attracting new business. At this year’s IFTD show, we will re-introduce the Passport Program, which provides the retailer with early-bird offers, special ‘hot buys’, limited product introductions and other incentives that will only be available to retail participants at the show. Other programmes being developed will drive sales and profitability directly to the retailer. Our primary focus is to bring incentives to help them grow their business.

In addition, we have created a couple of new features, including the ‘Small Business Area’ where a small business can exhibit for $350. Often these unique products and services help retailers distinguish their shop from other dealers or big box retailers. Another new feature is the ‘Better Business Section’. This will include general business groups for retailers including insurance, merchandising, retail software, business consulting, inventory management software, store fixtures and so on.

We have reduced costs for the retailer to attend the show by providing a $99 per night room rate. In addition, we will be offering a special promotion to new AFFTA 24

Angling International April 2010

members that will provide even more savings. The details of this programme will be available soon.

Immediate response to the show was very positive.

Is this momentum being carried through with exhibitors booking?

The response from the fly fishing industry has been extremely supportive. I have personally spoken with approximately 80 per cent of last year’s exhibitors and have been pleased by their overwhelming support and plans to exhibit at IFTD. Both Outdoor Retailer and ICAST have courted the fly fishing industry. How much of an obstacle could this be to IFTD achieving its objectives?

It certainly makes good business sense for Outdoor Retailer and ICAST to invite the fly fishing industry to their events. Fly fishing exhibitors would only enhance their outdoor sports and general tackle offering. But rather than be diluted in a large, more general show, the fly fishing industry is very focused on producing and supporting its own trade show, which specifically enhances the growth of the fly fishing industry.

exhibitors we are making it easier and more affordable to participate in these challenging economic times.

In the past, it has been financially difficult for a small business to exhibit at the show. That is why we are featuring the ‘Small Business Area’ I mentioned.

Often smaller businesses do not have representation from a sales rep but now will be able to promote and sell their products and services directly to the retailer.

There have been four different propositions for fly shows in recent months. Do you think there is a risk of confusion?

During the time in which AFFTA was making the decision to produce its own trade show, I think there was some confusion. However, since then, we have clearly sent the message that AFFTA is moving forward with IFTD in September.

Nielsen has said the “fly fishing industry cannot sustain a stand-alone event in the market place”.

What is your reaction to this?

I respect their opinion but I am confident we will provide a new energised trade show. The response we’ve received so far from manufacturers, retailers,

“We’ll provide a new energised trade show. The response we’ve received so far from manufacturers, retailers and sales reps says we will be able to sustain it” What is your message to exhibitors and visitors still sitting on the fence?

Anyone that relies on the fly fishing industry for a living should participate. Whether you are a manufacturer, retailer, sales rep, guide, lodge or media, the IFTD should be an integral part of your planning and future success. Based on the results of surveys from AFFTA members, we are making a strong commitment to incorporate many of the suggestions received. By reducing the price to exhibit this year, we are attracting more exhibitors. In the same manner, we hope that attendees will respond by participating.

The success of the show is based on a partnership.

How do you think the industry will react to the reduced exhibitor rates?

By passing along some savings to our members and

sales reps, media and fly fishing enthusiasts indicates we will be able to sustain our own trade show.

The former FFR show was sometimes criticised for the lack of advertising to attract visitors. Is this something that IFTD will remedy?

We are starting an aggressive marketing campaign that will outline the benefits of the show. We are in the process of designing an IFTD website, which will provide detailed information to attendees and exhibitors. You will start to see full-page ads in trade publications. One of our main strategies is a direct email campaign that will target manufacturers, retailers, sales reps, media, guides and lodges. In addition, we will continue to communicate with the fly fishing industry through our monthly AFFTA Connects letter. It will be more intensive closer to the show.

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The lines market today

Introducing our most comprehensive ever analysis of the global lines market including its current trends, its future direction and the thoughts and opinions of the key players in the sector in 2010.

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Angling International Publishing Editor Mel Bagnall

ocal styles and trends requiring species-specific products are among the key factors driving the future of the fishing line sector. An exclusive analysis by Angling International involving a comprehensive series of interviews with almost 20 line manufacturers around the world, reveals that niche targeting will be critical to growth over the next five years.

It has also become clear that in an increasingly fragmented market occupied by more products than ever before, companies are having to modify their strategies.

“Times have changed and the industry needs to change too,” said Timo Vernooij, General Manager of Dutch fishing line manufacturer Eurocord. “The old way has gone and today it is vital to be more in tune with market trends. Even lines of two or three years ago were completely different to today.”

He is not alone. Céline Boutin, International Business Manager for Powerline in France, underlined the need for designed-forpurpose products, adding: “We have noticed a real change in the last two years. The market is splitting into many different technical categories for different types of fishing.”

And Gerard Bakkenes, Marketing Manager for Shimano Europe, echoed the thoughts of many when he told Angling International: “We are focusing on lines with greater specialisation to match different demands.”

The impact of changing consumer needs is also clearly visible in a significant swing towards the manufacture of braid. Lars Ollberg, Director of Sufix Fishing Lines and Accessories, confirmed that the demand for braided lines has increased, while FirstDart’s Simon Henton has identified a significant shift away from nylon monofilament and

towards braid in some key markets. Stewart McPherson, CEO of Platypus, revealed that his company’s sales of braid “have increased dramatically over the past few years.”

Faced with this fiercely customer-driven environment, the industry remains confident that there is still considerable scope for innovation. And it is largely unified that advancement will come through more sophisticated manufacturing processes and techniques, rather than revolutionary raw materials.

“There is still a long way to go in quality and innovation,” stressed Dave Pfeiffer, President of Shimano American Corporation.

And Christian Rademann, International Sales Manager for Climax fly products, revealed that not a single product in the range has been left untouched as the brand strives to deliver “something special and of real value” to a more discerning consumer.

Cost, say many manufacturers, is not the key issue for consumers, despite the slower economy. “Our customers are not only looking for price,” said Rivai Susanto, owner of Central Sarana Pancing, while Powerline confirmed that even the most expensive lines are proving popular.

IN THIS SECTION 26 Shimano American Corporation 28 Western Filamant 29 Vega 30 Sufix 32 Platypus 34 Pure Fishing 34 Hi-Seas 35 Eurocord 36 Cortland 37 Monofil-Technik 38 Climax 41 FirstDart 42 Balsax 43 Powerline 43 Anka Tackle 44 Strike Wire 46 Central Sarana Pancing 46 Shimano Europe

KEY FINDINGS FROM OUR INTERVIEWS

The lines sector is an increasingly fragmented market Development is being driven by local trends and styles Species-specific and technique-specific lines are in greater demand Consumers are looking for features other than breaking strength The most successful manufacturers respond quickly to changing consumer needs There is a significant shift towards braided lines Top level technology still in the hands of major players Innovation is being achieved largely through improved processes and techniques Cost is not necessarily a barrier to sales April 2010 Angling International

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Shimano US: There’s more to come from PowerPro

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Pleased with progress: Shimano American Corporation President Dave Pfeiffer.

year of investment in existing PowerPro products has brought dividends for its new owner.

Now there will be more focus on product development, says President Dave Pfeiffer. Shimano American Corporation grabbed the attention of the world fishing line market when it acquired Innovative Textiles Inc, the makers of PowerPro braided line, in early 2009. The acquisition of the top manufacturing facility, coupled with Shimano’s reputation and resources, was an exciting combination and Shimano President Dave Pfeiffer subsequently predicted “serious growth” in the line sector. He outlined his plans to market what was essentially a US brand to the international market.

A year on, Angling International has spoken to Pfeiffer again for an update on postacquisition progress, the scale of Shimano’s

ambition in the international line sector and his thoughts on product development.

“It is one thing to say we are serious, but it is better to look at what is going on in the market,” said Pfeiffer. “When you look at it you can see that we are very serious and very aggressive with PowerPro globally and in each local market. Action speaks and everyone can see the strong attention being given to the brand in the US, Europe and in Asia. Our aim is to grow our line sales in Europe and in Asia and to find other markets globally.

“PowerPro was doing well in the European markets before we produced it, but we have brought a stronger impetus to promotion and distribution.

“Even before we purchased PowerPro we were naturally close to the fishing line market through our other products. You

can’t make reels without considering the implications for lines so we have been on this path for some time.

“Proportionately speaking, we are making a very strong investment into our line business.

Team Shimano globally is very excited by our plans. We are fortunate to have grown our business over the last year and we are looking to continue that growth in the future.”

Although PowerPro was originally developed for the saltwater market, it was very quickly adapted for freshwater applications and Shimano has broadened its appeal by bringing available strengths down to 5lb with even lighter lines on the way.

The company believes there are opportunities for developing the product for various different uses that have yet to be seen and it will continue to explore these. “The market will certainly be seeing some innovation from us,” affirmed Pfeiffer.

On a broader industry level, does Shimano see significant scope for the discernible advancement of fishing lines? “There has

“PowerPro was doing well in Europe, but we have brought a stronger impetus to distribution” been a steady state of change and constant progression, with people exploring more ways to use braided fishing lines,” he continued. “There is a still a long way to go in quality and innovation. Some things will happen quickly and some will take more time, although I think the market is moving towards braid and I don’t see too many dramatic changes in the advancement of monofil.”

Will innovation be achieved through materials or process? “We think both,” says Pfeiffer. “Materials will improve and we will find different and better ways to work with them for the benefit of the consumer.”

Shimano has no further acquisitions on its radar right now but remains open to opportunities. “We are not acquisition minded per se,” concludes Pfeiffer, “but we are interested in what fits strategically.”

Growing brand: “Everyone can see the strong attention we are giving PowerPro,” says Dave Pfeiffer.

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Angling International April 2010

Contact tel +1 970 242 3002 or websites www.shimano.com and www.powerpro.com

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Western Filament sees its volumes grow despite the US recession

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Rex Nelson: “Being a line supplier has been an advantage in a slower economy.”

hanging buying patterns brought about by a weak economy have not eroded the confidence of US fishing line manufacturer Western Filament. Indeed, the Colorado company believes the line market is a good place to be right now.

“Most distributors and dealers are reluctant to carry too much inventory due to the high carrying costs and market uncertainty,” says President Rex Nelson. “However, our volume had continued to grow and we are seeing much more interest in US manufactured goods.

“The most noticeable trend lately is the reluctance of the consumer to purchase large ticket items like new boats, electronics and high-priced reels. We have however seen that consumers still want to reward themselves and splurge on smaller ticket items such as rods, inexpensive reels, lures and line.

For us, being a supplier of lines has certainly been advantageous in a slower economy.”

Western Filament continues to enjoy success with its TUF Line XP series of products and its introduction of TUF Line DuraCast has proved a big hit with spinning reel anglers, breeding confidence that this line will continue to grow

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“Consumers are still keen to buy smaller ticket items”

and dominate the company’s line sales over the next three to five years.

“Duracast was a huge breakthrough for us and is proof positive that there is still room for continued improvement and growth in braided lines. You will definitely see future developments from us in respect of this type of processing,” affirmed Nelson.

The company has also seen great success with its new TUF Line Indicator – a colour metered braid “done properly” – and it plans to expand this series, along with leader materials for toothy fish. A new extremely strong leader material incorporating braided stainless steel around a Spectra fibre core is being introduced under the TUF Leader name.

“We are constantly looking for process and product improvements for our existing products as well as the development of

new products. Our in-house engineering department works closely with research and development to offer innovative fishing lines.

At any given time we have more than 12 potential new product lines in process at our Grand Junction facility.

“Most existing materials have been exploited to their full potential and there are not too many new ones on the market, so we see the majority of the advancements coming through improved manufacturing processes.

We use state-of-the-art equipment to ensure that every possible avenue is explored with respect to product development.”

Western Filament has worked extensively with Spectra fibre since its inception in 1987 and works closely with makers Honeywell as it continues to introduce stronger, lighter, high modulus fibres.

Contact: wfi@wfilament.com and +1 970 241 8780

Strong line-up: Vega has launched a complete new range based on the latest technology.

Vega seeking growth at the top end of the market Vega is focusing on quality as it bids to increase its line business in the next two years. The Portuguese tackle company is present in a number of sectors including lures, seat boxes, rods and reels, but has identified line as a market where it can achieve significant growth – Ambitious growth plans: Paulo Soares provided it meets the needs of increasingly well-informed and discerning consumers around the world.

Says Export and Product Manager Paulo Soares: “Currently our lines business represents around 7% of Vega’s total business but our aim is to increase that to 12% during the next couple of years. To do that we have launched a complete new range of lines harnessing the latest developments.

“We have developed a new Dyneema braided line, Akada Braided, specifically for spinning in fresh and saltwater. And we are into fluorocarbon-coated lines, which give the best of both worlds. You get the near-invisibility and superior abrasion-resistance of fluorocarbon and the higher strength and smoothness of nylon. Our Akada FC and Potenza SC have both got that.” Akada FC is manufactured from high quality PVDF raw materials while Potenza SC is produced using an exclusive extruding process.

The key is to deliver exactly what anglers need, says Soares, which makes line such an exciting sector today. “Consumer demands are increasing every day,” he adds. “Information is easy to find and people are aware of the latest developments.

Fishermen are coming to realise that line is the most important part of the set-up so their demands are increasing. That’s why it’s right to be at the top end of the market.”

Contact: paulo.soares@mundinautica.com and +35 12 19 61 7455/6

“Anglers are realising that line is the most important part of the set-up so their demands are increasing” April 2010 Angling International

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Sufix: “Meeting the needs of local anglers is the key” Species-specific lines are the difference, says Lars Ollberg, Director of Fishing Lines and Accessories at Sufix.

In the past you have talked about Sufix challenging existing practices. Could you be a little more specific?

Our marketing approach has been to promote lines that are species-specific and fishing style-specific. We are an international company with a wide range of products, but Lars Ollberg: “Our strategy we differ to many other comis based on local habits.” panies in that we localise our products. We don’t force our distribution units to sell a particular product if it clearly doesn’t fit the market.

Instead, the worldwide Rapala distribution network examines and finds the most suitable Sufix lines from and then builds the sales and marketing strategy based on local fishing habits and species.

How does that benefit consumers?

The benefits to the consumers are evident. We can offer highly sophisticated products made in controlled environments with precision tools and equipment – and still at affordable prices. We can localise the products in a competitive way, so that they are great value on all continents. Also, we have localised many of the product packages to make it easier for our customers to find the right products for their use.

Good examples of this strategy are the Sufix carp fishing lines in Europe. We believe we are pretty much a market leader in these. Other examples are our ice fishing lines and saltwater lines, which are difficult to match in price and quality.

Global reach: Sufix is present in all key territories around the world – with products to match.

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What changes have you observed in the global fishing line markets?

One trend that has continued is the increased number of fishing line brands. They seem to mushroom everywhere. I think distributors and dealers need to pay attention to how they build customer loyalty.

With global brands such as Sufix, customers will get reliable service from a trustworthy company. We’ve been here since 1936 and we are still going to be here tomorrow.

Do you see significant changes in consumer trends and demands and, if so, how is Sufix reacting to these?

Well, I think the trend is towards fishingspecific or fish-specific lines. We have foreseen this trend for a while, not only with fishing lines but with our other products too. You can see the proof in the increase of business in the various leaders and hook links. Within the fishing line market, the demand for braided lines seems to have increased.

We have increased both our nylon and fluorocarbon monofilament sales nicely, whereas our braided line sales have developed much more dramatically.

Which categories do you think will bring you most success going forward?

Braid sales will keep on growing. We have the widest range available in the market and customers around the world will find the right line from the Sufix range.

The other trend is in saltwater jigging. Here again, Sufix has the widest selection in the market. We have been a forerunner in this sector for a long time, and customers loyal to Sufix will keep on spreading the word. The launch of our Sufix Performance Fuse has been a phenomenal success in all markets. We anticipated a high demand, and we have been able to supply the products in a timely manner. We are sure that sales of this product will keep on increasing. For next year, we will add the multi-colour metered version of the Fuse for saltwater jigging and trolling applications.

How important are existing products?

They are very important. Fishing lines tend to be items that consumers are quite loyal to. Sufix Matrix Pro, Sufix Performance Braid, Sufix XL Strong

– customers come back to these products year after year, and they will continue to do so.

Fishing line quality has improved tremendously in recent years. Do you think there is still scope for further advances and genuine innovation?

You are quite correct on this. The strengths and user-friendliness have increased and we can now say that the braided lines are as strong as needed. I don’t think you need lines that are much stronger lines. By that I mean tensile strength over diameter. Currently you can get such high strength from a hair-thin line that anything more in regular fishing can start eroding the joy of your fishing day. We are introducing some interesting new items though. We intend to launch new products that truly improve the experience of the fishing day. We will launch a new braided line that will be the ‘talk of the town’ and which adds value to the properties that fishermen most appreciate. Also, we will rework our carp fishing selection so that the lines are easier to choose, easier to use and easier to store. Our new offering in saltwater lines will also improve the fishing experience. So all in all, the 2011 range will see a lot of improvements that strengthen Sufix’s image as a high quality manufacturer and innovator in the line sector.

Contact carol.li@sufix-lines.com and www.sufix.com

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Platypus stays ahead of its rivals with ideas from outside the tackle industry

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nvolvement in other manufacturing industries has proven a big advantage for fishing line company Platypus. The Australian manufacturer also makes products such as weed trimmer line for the garden and lawn care sectors and fibres for the mining, construction and filtration industries.

“Working across such a varied product mix often leads to innovative ideas to enhance our fishing lines and has been responsible for new product,” said CEO Stewart McPherson.

“Some of our longer term projects involve plant-based plastics. Oil will become increasingly scarce and expensive so we need to move away from unsustainable raw materials.

We are already using plastics derived from

plants rather than oil in specialised industrial fibres for filtration and mining.”

In the meantime, the company is keenly monitoring changes in both the structure of the market place and in consumer demands.

“We are seeing significant consolidation of fishing line brands being absorbed by larger tackle companies, many of which are using their size and product range to flood the market with cheap product to force out dedicated line manufacturers,” explained McPherson.

“Increasingly, we are seeing cheaper braids often using Dyneema yarns mixed with cheaper polyester yarn which will decrease the price but also strength and performance.”

However, these potential obstacles have not slowed the company’s pursuit of innovation and value. Platypus Lo-Stretch, developed as a monofilament alternative to braid, is selling well. But while monofilament remains a solid performer in an economic environment that has made anglers more cost-aware, the growth in braid has been “stand-out” and new braids are under development for release in 2010-11, including an IGFA-rated product.

“We actually have more control over the research and development of monofilament than we do braid, which relies on DSM or Honeywell to improve the raw fibre which is then braided, coated and so on. Around 95 per cent of the properties of the finished braid are out of the hands of the braider. That said, we are always looking for new fibres, raw materials, machinery, finishes and so on for all our products,” added McPherson.

As Platypus continues to expand into new markets, it is particularly interested to hear from distributors in most EU regions and in the US. Enquiries to +61 07 3881 1522 or Europe@fishplatypus.com.au

“Working across such a varied product mix often leads to innovative ideas to enhance our fishing lines” 32

Angling International April 2010

Below and left: monofilament remains a strong performer but Platypus is seeing ‘stand out’ sales in braid and will be developing a number of new braids for release in the next year.

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Pure Fishing puts line at the centre of growth plans

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new line academy set up to educate its sales teams, retailers and the consumer is a key factor in Pure Fishing’s plans to grow its fishing lines business and ensure it maintains a competitive edge. The academy will Educating the sales force: Senior Product Manager provide vital support for Jan Van De Bovenkamp. the company’s Product Test Centre, where specialist development teams per line category are totally focused on producing the best products available.

“We are able to test our products against those of competitors and to work on strengths and weaknesses so we can outperform them,” explained Senior Product Manager Jan Van De Bovenkamp. “We have a complete team only doing testing and creating sales arguments for our sales people. I don’t think there is another one like it anywhere.

“But we have not stopped there. Pure Fishing has such a huge range of lines and there is a story behind every one, so it is not easy to sell to the retailer. That is why we have worked for months to set up our unique line academy. The purpose is to educate not only our sales teams but also retailers, consumers and the media, on every topic they need to know about, including the benefits and features of each line, how lines behave in water and what product is best suited for different fishing styles.

“How many anglers really know which lines take

on water and how that affects the breaking strength? And how many are aware of which line to choose for a given situation?”

The academy information is all contained in a set of documents which will explain issues like these and by doing so will strengthen Pure Fishing’s position in the market. Van De Bovenkamp was also travelling to Pure Fishing’s Spirit Lake headquarters in April to shoot a movie about the academy.

Van De Bovenkamp believes fishing lines will become a bigger part of Pure Fishing’s business, with the rapid development of new raw materials and

“There is potential to gain market share and we will attack every opportunity” fibres, new weaving technology and a big focus on the improvement of current products creating opportunities for the future.

The company manufactures monofilament, fluorocarbon and superline (braided and fused) in its own plant and is continually looking for niche products to expand the range, as well as investigating new line categories currently not on the market.

“For sure there is a big potential to gain market share and we will attack every opportunity to do so.

Pure Fishing will bring breakthrough technology – we

Just some of Pure Fishing’s “huge range of lines”.

have done it many times in the past and we will do it again,” he continued. “We are always looking to go to the next level on everything. For example we are now workng on packaging that contains a sunblocker.

And we have a 0.037mm line with a linear strength of more than a kilo. That’s breakthrough technology.”

Pure Fishing has seen a rapid growth in its Superline sales and some natural growth in mono.

“Fluorocarbon is a different story. It is a relatively new category and still considered as a leader and hooklink material,” added Van De Bovenkamp.

“We created the first truly fishable and manageable mainline out of 100% PVDF Fluorocarbon. Competitors have tried to do this with mixed product but that takes away the strength.”

Contact jvbovenkamp@nl.purefishing.com

Pro success proves Quattro’s value The second place achieved by Jeff Kriet in the 2010 Bassmaster Classic was the cause for much celebration by Hi-Seas, the US line manufacturer. For Kriet was using the company’s new four-colour camouflage Quattro 100% Fluorocarbon and Hi-Seas original 100% Fluorocarbon lines.

“These lines paved my way to a second placed finish,” said Kriet, a member of the Hi-Seas team.

“The biggest part of competing against the highest calibre anglers is having confidence in your tools and I know I have the best line available.”

Hi-Seas released the new camouflage Quattro in September 2009 and it has since produced top finishes for anglers around the world. It is sure to be among the range of products showcased by Hi-Seas when it exhibits at EFTTEX in Spain in June.

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Angling International April 2010

“We are very excited to be exhibiting in Valencia.

It’s a great opportunity to expose our products to what is a new and growing market for us,” said Event Manager and Marketing Co-ordinator, Yvette Rodriguez. “As a wire/line manufacturer in the US, we are trying to grow distribution in European markets and EFTTEX plays an important role for us in doing that.

“One of our newest products, Quattro 100% Fluorocarbon, has been very successful since its debut last year and we’re very anxious to see the reception in Spain.

“With our advertising in Angling International and our presence at the EFTTEX trade show we expect a successful outcome.”

Contact tel +1 800 824 9473 or email Yvette@ americanfishingwire.com and www.hiseas.net

General Manager Timo Vernooij at Eurocord’s base in Holland.

Eurocord’sTimo Vernooij: ‘Better service is the key’ High-tech fishing line manufacturer Eurocord believes more emphasis on a customer-driven strategy will create additional demand for its products.

General Manager Timo Vernooij insists there are three keys factors to keeping existing customers happy and attracting new ones: getting closer to the market and its needs; improved quality at cheaper prices; and speedier, more frequent deliveries.

“The old way was to look at the possibilities in the factory and manufacture products accordingly,” Vernooij told Angling International. “But today it is vital to be in tune with the trends in the market. To do that you need to be much closer to the consumer through your wholesaler and work with him to create particular lines for particular purposes.

“The wholesaler wants to be unique and to have an edge over his competitors. So they ask for special products and sometimes for exclusivity. We need to be in a position to meet their needs.

The most noticeable current trend is for different coloured braids. Red and yellow are becoming very popular.”

After 40 years’ experience with

instance, from September last year we have been able to offer a special coating that dramatically reduces casting noise. And we are now testing new lines containing other materials and are in the early stages of a process for colouring each strand of braid to produce a multi-coloured line.

“We are also focused on optimising production processes to make our lines less expensive. This is important if we are to create good margins for the wholesaler and to grow our share.”

As a further customer benefit, Eurocord has reinvented its working practices to guarantee short delivery times through the whole year. Knowing that wholesalers are not in a position at the start of the year to foresee what products are going to sell the best, Eurocord manufactures large stocks of popular braids that can then be finished with the required colour, diameter or coating in a short time and then shipped to the customer.

And it doesn’t stop there. The company has its own packaging department, a service it offers to customers at competitive rates.

Vernooij joined Eurocord on January

“Wholesalers ask for special products.

We need to be able to meet their needs” braid, the Dutch OEM company has witnessed many advantages in line technology (thanks to its own research and development department), but still sees scope for further advances.

“The quality of our lines has got better and better and we won’t stop improving them,” added Vernooij.

“Even lines of two to three years ago were completely different to today.

The braiding process itself is unlikely to change but coating and stretching techniques develop every year. For

1st after 15 years in development, sales and marketing functions and confesses that he still getting to know the line market. He has already been impressed by the knowledge, experience and strong work ethic in the company but feels there is potential to improve the communication of Eurocord’s quality and innovation.

For further information contact Sales Manager Ben Pellenbrink on +31 13 4675878 or sales@eurocord. eu and www.eurocord.eu April 2010 Angling International

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Cortland: “We’re working with new cores and new polymers all the time...”

Brian Ward, the President of Cortland Line explains how product development keeps the company at the forefront of the fly line sector.

Does Cortland see changes in consumer trends and demands and, if so, how is it reacting to these?

Brian Ward: There has certainly been a general trend away from double taper (DT) lines into weight forward (WF) lines for some years now. Certain pockets continue to demand DTs but generally WF lines have become the standard. We are also seeing trends in shooting head systems, switch lines, Spey lines and other innovative approaches to line design coming from a va-

riety of locations around the world. It is great to see fly fishers experimenting with designs in real world fishing situations and feeding that input back to us at Cortland.

The recent appointment of new distributors suggests an intention to further increase your trading in Europe. Will this be a key focus for 2010 and beyond and will Cortland develop more lines specifically for European fishing styles?

Yes. We will be focusing on strengthening our distribution around the world but especially in Europe. Part of that strategy will be the development of new lines specific to the relevant markets. This is where the grassroots input from dedicated fly fishers in their locales will help us to develop what the regional market needs or wants. Of course,

Cortland makes more than fly lines. We are a major manufacturer of braided lines and monofilament as well, so you will also see further development in these areas that are also targeted towards specific markets and unique uses.

Which fly fishing categories have been most successful for Cortland lines in the past year and which do you think will be most successful going forward?

Certainly our fly lines have been the top performers for the company, but we have also seen strong growth in rods and fly fishing outfits. In support of those items we have also had a great deal of growth in related accessories including leaders and tippet.

Going forward, we see continued growth in fly lines as well as outfits that are more targeted to regions and specific to their particular demands. I also think that our new developments in materials resulting in higher tech leaders and tippet will result in significant growth for that terminal category.

Will Cortland be expanding into new categories in the future?

Cortland will continue its expansion into the braided line categories and continue to push the envelope in fly line design and core and coating technology.

As the only manufacturer in the world that makes the entire fly line from core through coating, we have more to offer in the way of development than our competitors. We will concentrate on developing those distinctive competencies.

“Grassroots input from dedicated fly fishers in their locales will help us to develop what the regional market needs or wants” 36

Angling International April 2010

“Our fly lines are our top performers,” says Brian Ward.

The quality of fly lines has improved tremendously in recent years. Do you believe there is still scope for further advances and genuine innovation?

We certainly see further scope for innovation. We are working with new cores and polymers all the time that show tremendous promise. In fact, we are currently testing several new floating lines that we feel will considerably advance the technology behind fly line development and the resultant benefit to the fly fisher. Our goal is always to enhance the fishing experience through technology and product development.

These new approaches use a combination of all-new technologies as well as a blend of new and existing technologies.

Again, the goal is to make the fishing experience as positive and rewarding as possible. If we can enhance a product with improvements, we will do so. If it can be done with brand new technology then we will also take that approach. We are on a never-ending quest of continuous product improvement.

How will Cortland excite consumers with its new products in 2010 and continue to stay ahead of its competitors?

Cortland has been leading innovation in fly line development for almost 100 years. Our newest products will reflect the wealth of knowledge and experience that has gone into creative innovation during all those years. As a 100% employee-owned firm, we are dedicated to bringing the highest quality products to our customers and helping them to enjoy the sport of fly fishing to its maximum level of enjoyment. Every line that goes out of our plant has the owner’s name on it and those owner/employees are proud of what they produce for today’s fly fisher.

Contact tel +1 607 756 2851 or email cortland@cortlandline.com and website www.cortlandline.com

Fast deliveries give Germans the edge

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onofil-Technik acknowledges the importance of new ideas and improved quality in its product line, but it is the rapid fulfilment of distributor orders that is the secret behind its success, says the German company.

“Our key asset is our very fast reaction time to deliver products demanded by our exclusive distributors,” said Export Sales Manager Dirk Sowietzki. “Our partners really appreciate this and the way we work closely together.”

Monofil-Technik is famous for its Platil brand, but fishing line is just one of the many products manufactured as a result of

“Our key asset is our very fast reaction time. Our partners really appreciate this”

the company’s expertise in the extrusion of monofilament. It also produces tennis racket strings, brushes and cutting lines for garden equipment. Cross-over technology has been an important factor in its ascension.

But the company has its feet firmly on the ground when it comes to future prospects for the fishing line sector and is cynical about claims of serious growth. “Often we do not believe claims about growth. When you get the opportunity to talk very openly and honestly with people about our trade, most of them are glad just to maintain their market share right now – and they are having to work harder to do so,” said Sowietzki.

Sowietzki also believes that line sales have suffered because a lot of product is predictable and that, under pressure from consumers looking for something new, many manufacturers are making only cosmetic changes.

“After years of unbelievable labelling, the producers are very slowly coming to understand that long-term sales are based on quality, excellent service and truth,” he continued. “Unfortunately, some in the trade still use illegal behaviour. When you read the publicity from some line-makers you quickly recognise a lot of it is misleading.”

Monofil-Technik is so committed to educating consumers and retailers that it has produced a leaflet called ‘What anglers need to know about lines.’ This explains, among other things, the link between diameter and breaking strength, how to tell between good and not-so-good line and differences in raw materials. It even lists label data which cannot be trusted.

Platil remains the company’s biggest seller, while recent improvements to the characteristics of PVDF/fluorocarbon have also been very well received in the market.

Contact tel +49 2242 927614 or email d.sowietzki@monofil-technik.de and website www.monofil-technik.de

April 2010 Angling International

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Climax range gets radical shake-up

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limax, the well-known fly fishing brand, has revolutionised its range and is poised to launch new products into Europe and North and South America. Recognising that technology, tackle and methods have changed dramatically in recent years – and that the market is occupied by many more products – the German company has spent two years on the research and development of new ideas to excite the lines market.

And now it is ready to reveal a brand new collection that features an elaborate range of WF fly lines (X-ACT, Unlimited and Pike), shooting heads for single and double-handed fishing, and additional products for tropical saltwater fishing.

Tippets, tapered leaders and backing retain the brand’s heritage in the field while, says Climax, using Climax 98 material has enabled the company to set a new benchmark in monofilament technology.

“Not a single product in the old range has been left untouched,” explained International Sales Manager Christian Rademann.

“In fact this is not so

much a relaunch as a reinvention.”

Aware of the challenge presented by a crowded market, Climax has established a four-point strategy for success: 1. Every product must deliver outstanding quality and performance.

2. Every product must deliver something special and of real value to the consumer.

3. The range must include genuinely innovative products.

4. The brand has to clearly address a customer base that Climax feels is not currently served.

Innovation is present in large arbor tippet spools with a Click Twist mechanism and a water-absorbent tippet retainer made from extra-soft neoprene that provides protection from UV rays and shows the line size on the spool. Even the packaging has been redesigned as Climax plans to make the maximum impact with the new range.

Rademann highlighted five particular products for Angling International that he believes offer something really new (see panel).

Any interest from potential distributors is welcome. Telephone +49 894083-0 Fax +49 894083-20 Web www.ockert.net

Five you should stock 1. PE+ Jet shooting line (above)

The explosion in the popularity of shooting heads has made quality shooting line more important than ever. Climax PE represents the next generation of shooting lines and incorporates a host of features to win over the consumer. The ‘super small’ diameter is complemented by a buoyant PE coating that is ten times more abrasion-resistant than conventional PVC coatings. This glass-smooth jacket shoots out like a gun, punching the shooting head further than conventional running lines – a fact confirmed under rigorous testing by casting professionals. The low stretch improves hook-setting and reduces drift.

2. Double-hand shooter

These new double-hand shooting heads in floating and density-compensated Sink II/Sink IV are designed purely for best performance in European ‘underhand’ style casting. They feature a high volume rear taper to build as much casting energy as possible. The maximum load capacity is individually balanced with the length and front taper to transform energy into a powerful but precise underhand cast.

3. Climax 98 tippet

The new-look Climax range is the result of two years of intense testing.

The Climax 98 Freshwater tippet is the result of more than three years of research and testing where it compared favourably with 23 competitor products. This brand new, slick, abrasionresistant copolymer retains up to 98% knot strength and has a 30% maximum elasticity to absorb shock.

4. Climax Fluorocarbon

An incredibly soft tippet that outperforms the elasticity and knot strength of standard fluorocarbon by up to 30%. The high-density, abrasion-resistant material sinks faster than mono and is almost impossible for fish to see.

5. PE+ Blue Core

“Not a single product in the old range has been left untouched.

This is a reinvention!”

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Angling International April 2010

This hard, clear floating tropic line has a blue mono core to help track it over sandy flats. A naturally buoyant blend of polyethylene and advanced copolymers, it has an ultra-smooth coating and an aggressive taper that is made to maximise the casting potential of this radical new material.

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‘Superior casting’ American braid comes to the UK WHAT SETS TUF-LINE DURACAST APART

1. Ultra-round tri-axial construction

Tuf-Line DuraCast is manufactured with a unique bi-component patent pending process. The coating is applied from the inside out, ensuring complete saturation and long-wearing durability.

Where normal braid coatings wear through, flake off or leave annoying residues, DuraCast maintains its texture, colouration and body for the life of the line.

2. Unequaled abrasion resistance

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DuraCast’s revolutionary manufacturing process goes far beyond handling. Its coating process catapults DuraCast to the most abrasion-resistant superline ever. In accelerated fibre to metal abrasion tests, DuraCast offered more than double the abrasion resistance of its nearest competitor and more than 12 times the abrasion resistance of some national brands.

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Superior quality braid for BIG fish!

Now exclusive distributor for the UK and selected European markets.

Tuf-Line XP Superior ‘spectra’ braid for main line Tuf-Line Duracast Super smooth for spinning Tuf-leader Armoured for toothy predators

www.snowbee.co.uk Tackle for the real world Contact us for more information:

Snowbee (UK) Ltd T: +44 (0)1752 334933 F: +44 (0)1752 334934 E: flyfish@snowbee.co.uk 40

Angling International April 2010

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K spinning enthusiasts are able to take advantage of one of the best lines in the sector thanks to a distribution deal between US manufacturer Western Filament and UK company Snowbee. Tuf-Line DuraCast, voted the Best New Braided Line at EFTTEX 2009 in Budapest, is renowned for its unequaled abrasion resistance to give exceptional distance with virtually no rod guide noise.

Its perfectly round cross-section and subtle body eliminate wind knots and tip wraps, the two greatest performance challenges braids have on spinning reels.

It is available in 6, 10, 12, 15, 20, 24 and 30-pound tests and 125, 300 and 2,500-yard spools. UK retailers can contact Snowbee direct for more information.

Simon Kidd on +44 1752 334933, Fax +44 1752 334934 or email flyfish@snowbee.co.uk

FirstDart: Braid is growing fast

FirstDart has developed a range of braids to put itself in prime position to face increased competition in the global lines market. The specialist line company has seen a shift towards braided lines and away from nylon monofilaments and has reacted acSimon Henton: “We have a cordingly while still retaining range of braid solutions.” its capacity to manufacture high quantities of mono. This market expertise, together with FirstDart’s technical skills, allows it to compete with newcomers to the line market. Says FirstDart Group Marketing Manager Simon Henton: “In recent years there has been a proliferation of brands. More and more companies have entered the line market using the strength of their brand that they have developed in other product

sectors. This widening of the product offering has lead to more choice for the retailer and consumer.”

Adds Henton: “In some key markets there has been a significant shift to using braided lines and away from nylon monofilament. Additionally, fluorocarbon monos have gained a strong following for some applications.

FirstDart has actively developed a range of braid solutions for all sectors plus a fluorocarbon programme.”

But what of nylon mono? “Nylon mono is by far the largest selling sector of the market, and our inhouse machinery and technology department allows us to stay at the forefront of this sector. Our range of four different mono line qualities makes us unique amongst our peers,” he says.

As a specialist line company, FirstDart is among those searching for the next big advancement in the

sector. Henton’s assessment of the situation is intriguing – the impetus could easy come from outside angling. “The next significant steps are likely to be driven by developments in materials and yarns outside the fishing sector,” he concludes. “Nylon wasn’t invented by fishermen primarily and neither was Dyneema. Besides materials, there are always small steps and improvements that can be made through better processing techniques.”

Contact: info@firstdart.com or +44 7836 243741

April 2010 Angling International

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Balsax top sellers prove their worth

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alsax was founded 30 years ago as a maker of balsa floats, but today the Polish company is equally well-known for its extensive range of fishing lines. Founder Edward Labowicz is proud of the fact that all his products are sourced in Europe and manufactured in Poland and that the Balsax reputation for quality has spread worldwide.

With numerous trademarks now registered worldwide, Balsax talked to Angling International about a selection of its top-selling lines.

Wild Carp is especially designed to adapt easily to the most difficult conditions and toughest locations, with high knot strength and increased resistance to UV. Low memory characteristics make it soft and supple to use and the black and blue colour choices blend naturally with most environments.

High resistance to stress and impact is the key feature of Vector, a line perfectly suited to playing and controlling strong fish because of its exceptional stretch qualities when compared to other lines in its category. Its versatility in a wide variety of conditions makes it very popular.

Husky is what it sounds – a durable, robust product with high resistance to abrasion and the elements, plus great knot strength. An ideal line for the angler who uses different methods in varied locations.

The highly-visible Previa Max is a specialist, shockproof line that ticks all the boxes for the saltwater fisherman. Its essential feature is its power, proven 42

Angling International April 2010

under rigorous testing. The optimum stretch qualities of Previa Max prove invaluable when playing those large marine specimens that test line to the limit.

Described as the most modern monofilament available, Beluga is in great demand by predator anglers who swear by its knot strength and the abrasion-proof outer coating. Says Balsax: “It’s the only solution for violent behaviour!”

Iguana is another line for tough fighting, toothy quarries. Combining strength with elasticity, it has been developed to meet the strict criteria laid down by predator specialists. Similar qualities can be found

“Beluga is in great demand by predator anglers who swear by its knot strength” in the new molecular structure of Tarantula, which acts as a shock absorber to deal with the unexpected charging and jerking of hooked fish.

The contrasting yellow and black co-polymer used in Mandra is the brainchild of the company’s professional consultant anglers and imitates the camouflaged colouring of the salamander. Mandra’s high visibility coupled with unbelievable strength allows control and presentation you could only dream about, says Balsax.

Contact tel +74 867 5200/4486 or email balsax@ balsax.com.pl and website www.balsax.com

Powerline: Anglers will pay for quality in this sector Changing consumer needs are driving the development of new products at top French line manufacturer STB Powerline.

International Céline Boutin: “We are Business Manager confident for the future.”

Céline Boutin could not reveal the exciting products that Powerline has in the pipeline for “confidential reasons” but told Angling International: “We have noticed a real change in the market over the past two years. It is splitting into many different technical categories for adapting to different kinds of fishing.

“Consumers are more and more looking for high technology and for high quality products produced using the latest processes. It varies according to country, but generally speaking consumers are more and more demanding.”

Powerline has also found that higher

cost is not necessarily a barrier to success, with even the most expensive lines proving popular if they meet consumer need. “Fishermen understand that quality will last longer and will meet their expectations,” added Boutin.

Powerline, which has recently launched the Jigpower range of lead heads and soft lures and is the exclusive distributor in France of Shout products, is constantly looking at new line categories to “dynamise” the market.

So, despite the significant strides made by the sector in recent years, is it still confident there is scope for further advances?

“Definitely. Technology is always improving and we are confident for the future,” asserted Boutin. “Don’t worry, we are far from reaching the limit in the development of fishing lines. Wait and see. I’d say most innovation will come from new materials, but there will also be new treatments of existing materials and improvements in processes.”

Contact: stb@powerline.fr and +33 2 4136 36 66

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Anka Tackle: Consumers are demanding better lines Singaporean company Anka Tackle Corporation has witnessed considerable change in line manufacturing processes, including the Dorsi Toh: “We can emergence of partner global players.” numerous new brands offering an ever growing variety of products during that time, and in particular the growth in popularity of braided lines.

“So it’s hardly surprising that competition is greater than ever and profits are thinning,” says Group General Manager, Doris Toh. “This continuous striving for growth has added pressure on existing suppliers. However, the increasing movement towards sustainable fishing, with more people practicing catch and release, will hopefully sustain the demand for fishing lines.

“It is the responsibility of manufacturers to help shape the experience of fishing among anglers and to get more

young people into the sport. This is essential if the market is to enjoy realistic growth.”

By maintaining close working relationships with its business partners around the world, Anka is able to remain close to consumer trends and to produce products accordingly.

“The advent of online communication means that consumers have never been better informed about the properties of materials and the technology used in making lines,” added Doris.

“They are able to make very informed decisions when making purchases and so the demand for better lines at competitive prices is ever on the increase.

“Line makers offering the smoothest lines with the thinnest diameter-tostrength ratios will have the upper hand in gaining market share. By investing in our own research and development we are confident we can continue to partner global players within the monofilament and braided line sectors.”

For more details contact doristoh@ankatackle.com

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April 2010 Angling International

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Strike Pro: Strike Wire is just the beginning for us

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“There is room for lines using the new braiding technologies that are available”

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y line manufacturing standards, Strike Wire is a relatively small company, a fact that Leif Collin, Managing Director of Strike Pro/ CWC, sees as an advantage rather than a disadvantage in the marketplace.

“Since we are a smaller company with a very good development team we can adjust and modify products very quickly in line with new trends and demands,” he explains. “And that is very important in the market nowadays.”

Strike Pro is the leading distributor of predator tackle in Scandinavia with a reputation for high-quality, specialised products. The promise is to match that quality on Strike Wire products. Strike Wire, a product for the predator sector, was introduced last year and is already making a significant impact with its Extreme and Red Strike brands.

Extreme is a tough, tight weave superbraid for all kinds of fishing from big game to vertical jigging. Red Strike is a high-visibility braid that CWC believes delivers the ultimate presentation for trout fishing, coarse fishing and vertical jigging.

Strike Wire’s entry into the market was prompted by the fact that the company’s personnel – all fishermen – wanted a line they could trust and which met their standards in all conditions. So they made one themselves!

Intriguingly, advertising for the brands, which can be seen every month in Angling International, states, “The best is just the beginning.”

Angling International April 2010

Asked about this, Collin said: “The words say it all. We will be introducing more lines in the future and will be releasing some new items during the EFTTEX show in June. Strike Wire has been received very well and we are expanding into new markets all the time.”

And will this be in the predator sector? Not exclusively, says Collin. “We will be developing new products for different sectors and will also develop items for specialist fishing, as well as more general products.

“There is certainly room for creating new types of fishing line using the new braiding and coating technologies available. The possibility of mixing different materials will help improve the usage of braided lines in the future.”

For more information please email lc@cwcab.com or visit the Strike Wire website at www.strikewire.eu

Left: Leif Collin, MD of Strike Pro/CWC, the parent company of Strike Wire. The line range was inspired by days out fishing.

2010 LINE

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

Central Sarana Pancing increases customer options

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Central Sarana Pancing owner Rivai Susanto (far left) with his team at China Fish in February. “Our customers tell us what they want and we make it for them.”

ishing lines account for 50% of business at Central Sarana Pancing (CSP), but the Indonesian tackle manufacturer knows that it must concentrate on added value if it is to continue to satisfy the needs of ever more discerning customers. Owner Rivai Susanto told Angling International he sees further growth in braided and monofilament lines, and also in hook-lengths, but that fluorocarbon is limited due to its use in specific applications.

The company’s braided products have gained in popularity as they have replaced certain monofilament usages, particularly where low stretch and small diameter are the key criteria. But even among the more popular lines, CSP has recognised changes in customer requirements.

“Our customers are looking for products with solutions rather than only looking for price,” Rivai explained. “They tell us what they want and we make it for them. The result is value-added product. A good example is coated lines, of which we produce a wide

range. Our customers can offer the end user a better function and a product that is different to others.”

The same principle is applied to hook-lengths.

Aware that carp anglers are very demanding when it comes to quality, CSP produces different specific gravities, a variation of coatings (soft, medium, hard) and different looks (such as camo weeds). It also works with different materials.

Rivai believes that the continued improvement of fishing lines is limited in terms of strength, but that the future will see further development of lines produced specifically for certain types of fishing.

“Each niche really demands different specifications and characteristics. The next innovation could be eco-friendly products,” he added.

Contact: +62 21 5961265

“Our customers want specific solutions. They aren’t just looking at price”

Shimano Europe repeats call for enforceable line tests Shimano Europe, manufacturer of the Technium, Antares and Tiagra brands, is calling for an international standard for line specification and performance that is accepted by all manufacturers and brands.

Shimano is committed to the EFTTA lines standard and submits its products to the Gerard Bakkenes: “We need a common standard.” Association’s rigorous line testing scheme, which insists that all claims made on packaging and labelling are strictly accurate.

But, says Gerard Bakkenes, Senior Marketing Manager Shimano Europe, the reality in the market place is that many claims are false and this is demotivating for those companies working to correct specifications.

“It is ironic – and something of a joke – that our own high standards of production should be one of our biggest problems,” explained Bakkenes. “We declare the features of our lines completely honestly.

But this approach conflicts with what is happening elsewhere in the market, where most producers declare completely unrealistic features. A standard accepted by all players is badly needed.”

Shimano has taken great strides in recent years with 46

Angling International April 2010

its monofilament brands Technium, Antares and Tiagra. Technium is recognised by many anglers as filling the gap between low stretch braids and high stretch mono lines, its 12% stretch making it a real favourite. So the company is particularly excited by the launch of Technium Invisitec, a line with high hook-setting efficiency and great castability.

Bakkenes says future product development will be

driven by local trends and styles. “Consumers have moved more towards braided lines over monofilament,” he continued. “Also, we now see that fluorocarbon as a main line is gaining more popularity for certain techniques. Consumers are not just interested in breaking strength but are looking for castability and abrasion resistance. Trends vary by country so Shimano is focusing on lines with a higher level of specialisation to match different techniques.”

Shimano believes that technology has reached a point where there will not be huge changes in breaking strength. The areas it is studying more carefully include memory (or lack of it) for better casting. The use of extrusion techniques in the latest Technium lines have made it possible to combine different features such as castablility and low-stretch.

In the future it aims to examine the possibility of developing multi-layer extrusion lines in the mid-price category, thus making some of the great Technium features available to even budget-conscious fishermen. As for the market’s structure over the next few years, Bakkenes concluded: “The market is extremely fragmented.

Even small companies can have their own private brand. However, access to top-level technology is still in the hands of the major players.” Contact +31 341 27 2233 or fishinginfo@shimano-eu.com

SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

ANKA TACKLE EXTENDS ITS REACH AROUND THE WORLD The OEM line specialist is intent on growing its worldwide customer base from its Malaysian factories with particular emphasis on the US market, says General Manager Doris Toh.

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ith almost 30 years’ experience in fishing lines and fishing rods manufacture, and with OEM and ODM customers in more than 30 countries, Anka Tackle Corporation is rightfully proud of the prominent position it has established in the industry. But the Singapore company is certainly not resting on its laurels.

Aware of increased competition in the market, more demanding consumers and a tightening economy, Anka is working even harder to provide its broad customer base with new product ideas and unrivalled service.

Anka operates from four wholly-owned factories within the Malaysian states of Johor and Penang, where it focuses on rod building, monofilament line extrusion, synthetic fibre braiding and injection die cast processes.

From here, the company’s products find their way to satisfied customers in Europe, Asia Pacific, Africa, Australia and South and North America. And it plans to expand its customer base still further in 2010, with particular emphasis on establish new partners in the US. “We have our own unique growth model which concentrates on the synergies within our manufacturing capabilities,” explained Group General

“Our continuous study of world market trends makes it possible for us to align with changing consumer tastes” 48

Angling International April 2010

Manager Doris Toh. “By doing this we are able to maintain progressive growth through innovation and constant improvement.

“Our continuous study of world market trends makes it possible for us to align with rapidly changing consumer tastes. In addition, our inDoris Toh: “Credibility is key in this business.” house testing laboratories are equipped with the latest technology to carry out extensive product tests and materials analysis to help our customers with their product development.”

Anka’s move into braided lines is in line with its strategy to be at the forefront of growing sectors in the industry. Its high performance braids utilise widely regarded international brands of fibres and are produced via a variety of braiding sequences and

compositions for different styles of fishing.

Similarly, its wide portfolio of monofilaments target specific consumer needs, with a lean in-house business model allowing cost savings to be passed on to customers.

Employing Japanese and Korean technologies, filament extruding capabilities range from 0.15mm to 6mm incorporating a whole host of features encompassing different compounds, resin formulations and colours and suppleness – all introduced in line with customer requirements.

Fluorocarbon, single polymer and co-polymer lines are available in unlimited colour variations by both spin dye and bath dye processes and can be supplied in bulk spools, coiled or hank lines.

“Our efforts have gained worldwide recognition for our OEM nylon and braided lines and we are now one of the global leaders in the manufacture and supply of line to international markets,” continued Doris.

“We spent several years doing research before setting

WHICH NET COMPANY IS TARGETING EFTTEX? See p62

The Anka rod business Anka Tackle Corporation is known not just for its fishing lines, but also for its comprehensive range of fishing rods, which shares equal prominence in the company’s growth plan.

It began building rods in Penang 29 years ago and has continually developed in-house technology to the point where it now believes it produces some of the best rods in the world.

All rods to emerge from Anka’s factories are subject to a stringent quality control system to ensure they consistently meet with customers’ satisfaction. Anka rods are the choice of many professional anglers and have been used in the setting of IGFA records.

The company also recently added an injection die casting plant and now has an annual production capability for 400,000kg of lead sinkers. Entry into other categories is also under consideration for the future.

“We are a leader in the supply of both monofilament and braided lines to international markets” Anka Tackle serves customers in Europe, Asia Pacific, Australia and North and South America

up our braided line manufacturing plant because we wanted to ensure success. That is now paying off.

We have not exhausted the use of materials, nor has the manufacturing process reached saturation, so the potential is still great in terms of innovation.

“While braided line usage is on the increase, nylon still has valuable properties for some types of fishing and we believe that current monofilament development has not reached its limits. We plan to uncover more of its capabilities.”

Anka is also active in looking at and learning from advances in technology in other industries. It sees, for example, a correlation in the aerodynamics of golf clubs and fishing rods and believes that applications based on these learnings can make a positive difference to its products in the future.

“We have to consider working with others outside of our own industry to achieve these lofty goals.

The sky is the limit when it comes to innovation,” assured Doris.

To ensure that pricing and quality remain competitive, Anka has established worldwide partnerships

Right and far left: line manufacture is carried out for customers in four wholly-owned factories.

with its suppliers to develop raw materials and believes this will be a vital factor in achieving a competitive edge. Looking ahead, Anka aims to produce more products for what it describes as the ‘middle tier market’, a gap that it has identified between big name, premium brands and low priced tackle, often from new entrants. Taking a selective, cautious approach, the company is targeting sustainable business and year-on-year growth.

“It is important we maintain our high level of credibility in the industry. The trust that our partners and customers have in us is something we must never take for granted. We will continue to grow but we will need to manage our scale and guarantee a stable production environment for our customers.”

?

Want to talk to Anka Tackle?

Here’s how to find them...

Tel: +65 9663 1998 Email: doristoh@ankatackle.com Web: www.ankatackle.com April 2010 Angling International

49

SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

BALÁZS FILAMENT TECHNOLOGIES THE OEM GIANT THAT IS STILL EXPANDING No job is too big or small for Hungarian OEM specialists BFT. Every client is treated with the same high level of service, Production Manager Miklos Balázs tells Angling International.

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eliability, quality control and fast delivery. They are essential factors for success in the angling trade, and nowhere more so than in the vast OEM supply sector. If part or all of your future business prosperity depends heavily upon a product supplier matching exact specifications within an agreed timeframe, it’s a great comfort to be dealing with experienced professionals.

In the competitive and fast-moving world of fishing lines, Balázs Filament Technologies already fulfils that role to numerous OEM customers, big and small. Besides its own brands, BFT supplies monofilaments on bulk spools and creates multiple OEM products. Owing to the hard work of the last two decades, the Hungarian manufacturer has

become a major player in the European sportfishing line business. And right now, as the new decade begins, it is ready and able to do business with more potential clients seeking unrivalled service and peace of mind amid uncertain economic times.

Founded 30 years ago to service the car tyre industry, Lajos Balázs Snr’s fledgling firm enjoyed dynamic growth from the very beginning. By the end of the 1980s he had become one of Hungary’s major suppliers in the vehicle tyre sector. Then, as the 1990s arrived, he branched out into developing monofilaments. Within five years this new venture had grown so strongly that it was moved into a new independent company – Balázs Filament Technologies.

The ensuing years have been all about expansion.

Besides the manufacturing of ever-more advanced

“Many partners have just a small market share” Size of order and confidentiality of source are two more major factors for companies seeking OEM business arrangements. In both cases, Balázs Filament Technologies is the ideal partner. “There is no minimum order. We have many partners who have only a minor market share but want to have their unique appearance, to own their own brand,” explains Miklos Balázs. “Naturally, smaller series

50

of orders incur slightly higher costs per unit.

“In case of OEM products, most companies wish to keep it confidential where they buy their lines from. It is in their interests.

Of course, we comply and keep their names totally confidential,” he adds.

As staunch supporters of EFTTA and EFTTEX, BFT took great pride and pleasure from the fact that last

Angling International April 2010

year’s number one European tackle show was staged in their home country’s capital, Budapest, for the first time. “For the past 15 years these exhibitions have played a major role in our company’s business encounters. So did last year’s EFTTEX in Budapest. It was a great opportunity to meet our partners and build up new connections, and also to show our beautiful capital to our clients,” adds Miklos.

monofilaments, BFT also began making its own spools, built its own winding facilities and formed its own packaging department. Of course, expansion demands new markets to supply. As well as making steady inroads through Europe, BFT reached out beyond its Production Manager home continent to find success Miklos Balázs in New Zealand, Africa and North America.

Nowadays, Balázs Filament Technologies is jointly owned by the Balázs brothers, Miklos and Lajos. They direct the company and decide strategy in tandem, though both have differing day-to-day roles with Head of marketing Miklos dealing mostly with Lajos Balázs production and developement while Lajos takes care of financial and marketing issues. In his role as Production Manager, Miklos Balázs has a clear vision of how future expansion can bring growth both to BFT and its growing number of OEM partners.

“We pay extra attention to developing lines that fit the particular climate, the waters and the types of fish”

WHAT NEXT FOR BLACK CAT IN EUROPE? See p56

COMPANY FACTS

HOW BFT HAS GROWN The key figures

To date 85% of BFT’s production is exported around the world 8% of all sportfishing lines in Europe are manufactured by BFT BFT’s monofilament production capacity is 20 million spools per year BFT offers more than 400 different colours of lines

The six steps to the perfect OEM product

BFT will help you decide on the technical parameters You then choose your colours Decide on diameters, lengths and spool types Choose packaging (individual or connected) Create the design (BFT’s in-house team offer this service in 1-2 days) 6 You will receive delivery of packaged lines in four weeks

1 2 3 4 5

Why choose us – by BFT

Exceptional flexibility – we realise our clients’ every idea One-stop production service via professional design team, monofil production, spool production, winding and packaging Orders delivered in four weeks instead of four months!

Possibility of one season’s order to be shipped in steps, allowing smaller/spread financing

“Presently our manufacturing facility is 2000 square metres and we have purchased an additional 1500 square metres of land for further expansion.

We are planning technological developments and to expand our plant this year. This will either be through adding a new building on the empty lot, or by adding an extra storey to our present building,” he revealed.

With an additional office and storage facility established in the USA over the past two years, Miklos underlined BFT’s emphasis on creating specialised products for different territories when he spoke of its Carbotex Ice line launch in the US in the January issue of Angling International.

“BFT is a leader in specialised line types. New product launches are usually timed to coincide with EFTTEX, but we made an exception with Carbotex Ice,” he confirmed. “Our company has always tried to satisfy all requirements of our clientele. Obviously one needs a different line type in the harsh northern waters than in Africa. Carbotex Ice has been a success for this reason. We pay extra attention to developing lines with different parameters fitting best to the climate, the waters and the types of fish to catch.”

Above: bulk spool from BFT. Right: the production team at work at the company HQ in Hungary.

“Most companies expect confidentiality with respect to where they buy their lines. Of course, we comply and apply maximum confidentiality at all times”

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Want to talk to Balázs?

Here’s how to find them...

Tel: +36 49 540 864 Fax: +36 49 540 865 Email: info@bfteurope.com Web: www.bfteurope.com April 2010 Angling International

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SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

Flying Fishermanlooks to South America and beyond The Florida-based eyewear company is set to add to the 45 countries it already reaches thanks to a growing product range, its Vice-President Linda Sheldon tells Angling International.

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wenty-five years after first targeting the guides and boat skippers of the Florida Keys with its sunglasses, Flying Fisherman now sells in 45 countries worldwide. The company Linda Sheldon: “We offer from Islamorada has based maximum protection.” its success on two things: a deep understanding of anglers’ needs; and, thanks to founder Patric Sheldon’s background in the TV and film industry, a powerful knowledge of the technology behind polarising lenses.

The boat users of Florida are perhaps the most discerning anglers on the planet. Nowhere in game fishing is the sun brighter and the visual element more crucial. Yet this tight-knit community soon warmed to the advantages of Flying Fisherman’s

purpose-built eyewear for anglers. They appreciated the different options created for different styles and situations and gave the company the confidence to explore territories further afield.

Flying Fisherman specialises in eyewear for anglers, creating polarising sunglasses to exacting standards.

Polarising lenses work by removing ‘glare’ – horizontal reflections from the water’s surface – and allowing only vertical light through to the angler’s eyes.

“Flying Fisherman sunglasses provide maximum protection from harmful UVA and UVB rays,” says Vice-President Linda Sheldon, who this month spoke to Angling International about the company’s new product ranges and its plans to add new distributors to its worldwide list.

Angling International: Is Flying Fisherman concentrating on the US market, the export market or both?

Linda Sheldon: Both! We now export to more than 45 countries and we are looking to grow our export business.

Which territories are you seeking new business in?

In the US we’re trying to enhance distribution in the Mid West and Western states and expect growth for both regions in 2010 and 2011. Overseas, we are seeking new business and distributors in several countries. South America is our prime target, with distributor opportunities open for Brazil, Peru, Paraguay and Uruguay.

XLT – 25th ANNIVERSARY SPECIALS Flying Fisherman’s design team has marked the company’s 25th anniversary by creating the strong-yet-light XLT range. Featuring a virtually indestructible titanium frame and RhinoLens™ combination, the XLT weighs in at an amazingly light 0.5 ounces.

The frames are so flexible that the temples can be tied in a knot without risk of damage; while the polycarbonate RhinoLens™ lenses are shatterproof. They feature Flying Fisherman’s unique AcuTint™ lens colouring system for optimum glare elimination and

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Angling International April 2010

high-definition contrast without distorting natural colours. The result is sharper optics and an enhanced ability to spot fish.

The XLT’s eight-base lenses are a generous 65mm for extended peripheral coverage. Temple tips are drilled to accommodate a floating lanyard; and a micro-fibre lens cloth plus hard case are also included at a suggested US retail price of $89.95. Frame and lens colours include gunmetal/smoke with silver mirror, dark copper/amber with silver mirror and gunmetal vermillion with silver mirror.

WHY BE A MEMBER OF EFTTA? See p59

“South America is a prime target. We have distributor opportunities open for Brazil, Peru, Paraguay and Uruguay”

Mirrored Magnums are so durable Flying Fisherman’s big-selling Magnum model is now available with three new mirrored lens treatments which laughed in the face of some of the most rigorous field testing ever seen in the notoriously tough saltwater environment off the Florida coast.

Test methods included attaching prototypes to bow rails of charter boats in Islamorada, Florida for up to four months. Results indicated the newly improved lens coating was four times more durable than almost all comparative products.

With unbeatable coverage through extra wide temples to eliminate side glare, plus extremely durable yet lightweight TR90 Grilamid frames, the Magnum range’s new models

What about Europe and the rest of the world?

In Europe, we are looking to add distributors in France, Ukraine, Romania, Netherlands, Belgium, Hungary, Portugal and Iceland. A new Australian distributor is very optimistic about the future of Flying Fisherman in that market, and a distributor in the Seychelles is soon to come on line.

Are you seeking agents and distributors or aiming to establish direct sales deals?

We’re a distributor and wholesaler-based organisation with agents throughout the USA and Europe. However, we welcome dealer direct sales in markets where we don’t yet have distributors. Dealers can check our website for distributors in their country. If there are none please contact us for direct sales.

What new releases do you expect to excite the market?

As ICAST and EFTTEX approach, we have numerous new products in the pipeline for 2010 through to 2011. We are adding a new category of bi-focal magnifier styles with our AcuTint polarised lens system, along with several other new sunglasses models.

And beyond sunglasses?

Our series of embroidered camo caps will be expanded with new designs and visors, all featuring our signature removable sweatband. These will include a free extra sweatband so anglers can ‘keep one on ice’ for hot days. Another new product category slated to be introduced is a series of head/neck coverings for UV protection. We call it the Sun Bandit, and it will feature a variety of original game fish designs.

Safety is a big factor for anglers when selecting fishing eyewear. How are your products tested to ensure they meet the necessary standards?

The overall standards for ‘safety eyewear’ are very different from the standards for polarised sunglasses for general use. However, Flying Fisherman uses only ANSI Standard materials in production to ensure top safety for general purpose use. Flying Fisherman sun-

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include black frames with silver or blue mirror over smoke lenses and tortoise frames with green mirror over amber lenses.

Non-mirrored options are black frames with smoke or vermillion lenses, or crystal rust frames with amber lenses. The suggested US retail is $69.95.

In addition to providing 100% coverage from harmful UVA and UVB rays, the polarised PC RhinoLens™ delivers virtually indestructible polycarbonate protection along with perfect optical quality. Meanwhile, the AcuTint™ lens colouring system’s select blend of pigment works to cut glare and enhance contrast without distorting natural colours.

glasses provide maximum protection from harmful UVA and UVB rays, and meet or exceed ANSI and CE standards for general purpose eyewear.

Materials are key, surely?

Yes, our entry level lens material is triacetate, a durable plastic composite that is impact-resistant.

The Flying Fisherman RhinoLens is a polycarbonate composite that’s shatterproof and virtually indestructible, offering outstanding protection in a world of flying hooks, lures and so on. Our Ground & Polished glass lens models are, of course, glass.

While any glass lens can break, these are highly shatter-resistant. You can find numerous testimonials via the link on our website. They verify incidents where the quality of Flying Fisherman lenses saved a customer’s eyesight, including a reporter from the New York Post that was photographing the 9/11 tragedy when one of the Twin Towers collapsed.

He said his eyes were saved because of the Flying Fisherman glasses he was wearing at the time.

Want to talk to Flying Fisherman?

Here’s how to find them...

Tel: +1 305 852 8989 or +1 800 335 9347 Fax: +1 305 853 0100 Email: linda@flyingfisherman.com Web: www.flyingfisherman.com April 2010 Angling International

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SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

Photo printing on its seat boxes puts Smisdom in front Innovative products and fast delivery are enabling the Belgian manufacturer to face down its competitors.

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misdom Plastics, the Belgian company behind the GO4FISH brand, is targeting the European market with a new innovation in seat boxes: exclusive photo printing. The move follows the success of the company’s Fix2 modular system and Fishing Control System (FCS), which allow anglers to combine individual pieces to create their own perfect seat box.

The company offers a standard range of prints

on its seat boxes but can also create individual designs on request. All the printing is done digitally in the company’s factory in Belgium.

It is expecting interest from recreational anglers across Europe with extra sales from competition anglers keen to stand out from the crowd.

The photo printing service gives the company clear distinction in a market flooded with less expensive products manufactured outside Europe. Knowing it is virtually impossible to

Printed photos on the company’s seat boxes can “stimulate demand in the shops,” says MD Geert Smisdom.

compete on price, Smisdom seeks to differentiate itself in two ways: with its innovative ideas and its speed of service.

Says Managing Director Geert Smisdom: “Being a European manufacturer, it’s very difficult to distinguish ourselves from all the cheap imported products in the fishing market. So we need to be very innovative. Good quality products with a reasonable price strategy are the keys to success for any European manufacturer.

“That’s the thinking behind our seat boxes and now the photo printing service,” he adds. “So many imported products are often manufactured in the same Eastern factories.

They are customised a little, but at the end they look very similar to each other when they are lined up in the shops.

“There isn’t any added value on these products and that often makes it difficult for wholesalers to be successful or to make worthwhile profits on their boxes. That‘s where we want to be different. This new concept brings something unique to the market. By combining this new idea with the high quality standards for which we are known, we believe we can stimulate demand in the shops. The possibilities are without limits.”

Smisdom is already strong in Belgium, Luxembourg and the Netherlands. Its targets now are the UK along with Hungary, Poland, Romania, Scandinavia and the Czech Republic.

“Our products are 100 per cent made in Belgium,” adds Geert Smisdom. “We want to offer partners exclusive products, good quality, short delivery terms and no volume conditions.”

?

Want to talk to Smisdom?

Here’s how to find them...

Tel: +32 11 683409 Fax: +32 11 671113 Email: info@smisdomplastics.be Websites: www.smisdomplastics.be or www.fix2.com

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Angling International April 2010

SPECIAL FE ATURE

COMPANIES YOU NEED TO KNOW ABOUT...

Left: Expert catfish angler Stefan Seuss has been instrumental in Black Cat’s growth as head of the product development team.

BLACK CAT SET TO EXTEND DOMINANCE IN CATFISH SECTOR

Five years of rapid growth has put Black Cat into a lead position in Europe’s key catfishing markets. Now plans are in place to strengthen its hold on the sector.

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or the vast majority of European freshwater anglers, carp has long been the hardest-battling species they were likely to encounter. But advances in tackle technology, the sharing of information amongst fans, plus the growth of guided catfish

angling holidays have helped increase the popularity of the Wels catfish over the past decade.

Having launched its Black Cat range into the catfish sector just four years ago, Zebco Europe has achieved European market leadership in the rods, luggage, floats and accessories categories in lightningfast time. Now Zebco Europe is looking to build upon Black Cat’s phenomenal growth in three key European territories – Germany, The crucial factors in the Black Cat success story France and Italy – to cement its place 1 Launching as the sector began to grow as the number one brand in the sector.

2 Having the right man on board in Stefan Seuss It is also looking for enquiries from 3 Having access to great rod building material eastern Europe, Hungary and Spain.

Says Zebco Europe’s Marketing 4 Having a perfect brand name and PR Manager Frerk Petersen of the 5 Developing a powerful and recognisable logo brand’s growth: “Black Cat started as

Five steps to success

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Angling International April 2010

a product family within Rhino which is one of our six brands alongside Browning, Quantum, Zebco, Fin-Nor and Van Staal.

“With its established reputation for extremely strong and durable fishing tackle, Rhino was the logical choice for developing products for catfish anglers. In fact, many catfish fishermen had already been using Rhino DF rods, mainly the Rhino DF Big Fish models (below).”

DF stands for durafibre, a material which Zebco has exclusively in Europe. It is extremely strong and makes rods virtually unbreakable without making them heavy and soft. “This is why we can give a lifetime warranty on the blank of any Rhino DF rod,” adds Petersen.

Identifying a growth sector is one thing. Gaining the necessary in-depth expertise and harnessing this

WHAT ARE THE GROWING TRENDS IN THE LINE MARKET? See p25

NEW FOR 2010

5 OF THE HOTTEST BLACK CAT PRODUCTS 680 FDX reel The ultimate catfish reel, the 680 FDX boasts an indestructible pure titanium shaft, prodigious line capacity, big grip handle plus high-end fittings including six shielded stainless steel ball bearings and new carbon disc brakes with a special lubricant ensuring jerk-free action even under maximum pressure.

Stow It All Bag (bottom right) Enhances an already extensive luggage range in the distinctive Black Cat black/yellow livery. Mobile anglers will love the performance and features of this 420D nylon, UV-coated, waterproofbased bag. Five transparent accessory storage boxes are supplied within.

Marker Buoy (top right) Easy to assemble and pack away with its own compact storage bag, this ultra-high visibility inflatable

to the tackle design, production and sales process is quite another.

Petersen admits Zebco Europe’s Black Cat venture would have lacked such instant momentum without the services of a true giant of the catfish angling world… an angler who hit the headlines in 2006 with the capture of colossal catfish scaling 102.8kg and 97.4kg in a single night.

“We were in the lucky situation to already have on board the German angler Stefan Seuss, one of the best known and most successful catfish fishermen of this era. We tasked Stefan, who has been a consultant of ours for ten years, to design a range for catfish anglers. He only agreed to accept if every product under the Rhino Black Cat label would be tested and approved by himself,” revealed Petersen.

“Initially we were not too happy about this proposal as procedures like this can make things complicated. But we put our faith in Stefan, and during test tours no fewer than 150 catfish were landed including three over 90 kilos. So this faith has completely paid off.

takes the popular Buoy fishing tactic to new levels of performance and simplicity. Anchor, line release and night light holder points are all perfectly placed to ensure unwanted floating debris cannot hinder a rig’s effectiveness.

Bank Camp (below) For maximum protection from mosquito bites during bank fishing sessions, this clear vision mesh brolly can be assembled in seconds. An optional overwrap is available to keep the rain and wind at bay.

Passion rods (far right) Bringing serious catfishing within the budget range of ever more anglers, the three-strong Passion family (2.4m, 2.8m and 3.2m) plus the 4.5m Passion Tele rods are big on value and performance. Features include braid-friendly rings, trusted Rhino carbon composite blanks plus ultra-secure reel fixings.

“We started out with a comprehensive range of 16 pages within our master catalogue. This range proved so successful and was sold out most of the time, so we had to add more items each year.

“The product family became better known and thus stronger, so today rather than a sub-brand, it is almost a brand on its own. We don’t say Rhino Black Cat, often we just call it Black Cat. Our catalogue for catfish products has grown to 28 pages already with more than 200 SKUs, and this is not the end yet.”

With Seuss still head of Black Cat product development, his passion for catching Wels catfish and helping others do likewise remains as strong as ever… to Zebco Europe’s mutual advantage.

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“Stefan is actually a qualified teacher but no longer works as that,” continued Petersen. “Instead he is working for us, for an angling shop, plus doing a lot of guided fishing tours.”

Seuss has built up a Black Cat consultancy team, with Benjamin Gründer, Peter Merkel and Markus Eule assisting him in Germany, Xavier Vella, Regis Fakoury and Lionel Luketa in France, and Thomas Bula in Switzerland. “Stefan’s network of contacts ensures he stays right up to date with all the European catfish news,” adds Petersen.

Zebco’s new website dedicated to Black Cat is due online. Visit www.team-black-cat.com. Retailers wishing to share in the Black Cat success story are urged to contact Zebco straight away.

Want to talk to the Black Cat team?

Here’s how to find them...

Tel: +49 41 82/29 43 0 Fax: +49 41 82/29 43 22 Email: info-de@zebco-europe.com Web: www.zebco-europe.com www.team-black-cat.com April 2010 Angling International

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EFTTEX NEWS 8-PAGE SPECIAL SECTION

iMPORTANT NEWS FOR EXHIBITORS

Book now to advertise in the 2010 EFTTEX show catalogue.

ZALT SET FOR MORE SUCCESS

CARP ZOOM TARGETS SPAIN

How the Swedish lure maker uses EFTTEX to grow its business.

Why Valencia is the perfect setting for the Hungarian bait manufacturer.

PRODUCTS • ADVICE • INTERVIEWS

An open letter from the CEO to all non-EFTTA members If you missed this message last month, please read it today...

JEAN-CLAUDE BEL EFTTA CEO

H

ow would you react if your company was made to stop trading? If the business you had built up, perhaps over many years, was threatened with such force that it would cease to exist?

I am sure you would fight tooth and nail to save it, and spend whatever you could afford to fend off the outside influences that threatened it. And if other companies that you relied on for trade were similarly at risk, surely you would not hesitate to join forces with them to save your livelihoods?

So why have you not joined EFTTA? For more than 25 years EFTTA has been acting to protect the interests of the trade in Europe.

When the interests of the trade – and by that I mean the interests of your company – have been threatened, EFTTA has reacted.

I would not like to imagine the state of the industry if EFTTA had never existed, and yet the threats are still there. In fact, they are growing more numerous, more powerful and more determined.

Thanks to the support of our current membership we have financed a lobbying office in the European Parliament. It has worked to counter the pressure exerted by national governments and powerful publiclyfinanced NGOs. You can see every month in this magazine that we are very active in this regard, but sometimes it is like being David against Goliath.

Lobbying consumes time and energy. You need to supply precise data and economic

statistics; and you need to hire expert and scientists to counter the arguments of your opponents, in angling’s case most of them heavily financed with European public money. Our opponents have a big voice and they are surfing on the extremist ‘Green Wave’, particularly at election time. It makes them particularly dangerous.

And yet we have taken on fights and won. With the precious support of EFTTA members we fought a long battle to convince the European Parliament to vote to adopt a control of Europe’s cormorant population.

With our members’ support we have been able to achieve modifications to Article 47 of the new Common Fishery Policy, exempting saltwater fishermen from quotas and licence requirements.

But we have succeeded not only on behalf of our members; every company in Europe has benefited, including your own.

So, I ask again, why have you not become a member? Surely you can not believe it is right that a membership of 250 companies is financing action that benefits all 2000 companies across Europe – including your own?

But if the interests of fair play do not motivate you, think about this. We have achieved so much with one full-time lobbyist, just imagine what we could achieve with extra resources. And it is certain that we need them because the threats keep coming.

Why have you not become a member when your industry is threatened by the

trend towards micro power stations? They sit on rivers producing so called ‘green power’ yet without our vigilance they can end up destroying the river’s life and fragile ecology.

Why have you not become a member when there are powerful forces who want to ban fishing altogether? They argue that fish feel pain and that it is not fair to play with them without killing them. It’s happened in Switzerland, so where next?

Why have you not become a member when yet more threats, as yet unknown, could rear their heads and catch the industry off-guard? When will it be too late for you?

I know that EFTTA has your goodwill. But goodwill is not enough. If we are to protect your interests, we need resources, and for that we need finance. To continue to protect your business we need your membership.

You need to understand that being a member is not just about participating at EFTTEX, it is about contributing to the future of the trade – and ultimately saving your own business.

The more finance we have, the more effective we will be. It’s as simple as that.

EFTTA is an efficient, well-run Association that has proved itself over many years. Your contribution will be used wisely paying for an experienced second lobbyist, for access to important data, for the appointment of credible experts, for meeting MEPs and arguing our case. It will be a genuine investment to protect your business.

Why have you not become a member? I don’t think you have an answer.

April 2010 Angling International

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EFTTEX NEWS

Zalt looking for more exports

L

ast year was a tough one financially for most tackle manufacturers, but Swedish company Zalt bucked the trend and posted substantial growth. Headed

by Peter af Rolen and Bo Ollson, Zalt, the maker of some of the most popular and famous fishing lures in the country, reported a 20 per cent increase in export sales during the last 12 months. And with EFTTEX on the horizon, Peter reckons that, incredibly, those figures could be bettered in 2010 as pre-orders start to roll in.

“I have to say that our sales have improved considerably since we started exhibiting at EFTTEX back in 2005 at Warsaw,” Peter said. “We have been there every year since and that’s helped us get into new markets and expand the brand.

“This year we have sourced seven new big distributors to take Zalt into Russia, the Ukraine, Romania, the

MAKE CONTACT BEFORE EFTTEX Tel +46 70 733 39 26 Email info@zalt.se Website www.zalt.se 60

Angling International April 2010

Czech Republic and the Baltic states and that can only improve what have already been impressive sales figures so far.”

Zalt will be unveiling several new products for this year’s EFTTEX including rods and two new lures to add to its already impressive portfolio.

In the Zalt Z range, both lures can be used as jerk or crank baits but are smaller than many in Peter’s range, a decision taken due to the demands of foreign anglers.

“In Sweden big lures are hugely popular but elsewhere, we were getting requests for smaller models that could be used for smaller species such and perch and trout,” Peter explained. “We’ve also got plans for a new braid completely different to anything on the European market. Last year we thought it was going to be tough but our figures were excellent and this year’s early figures suggest it will be even better!”

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EFTTEX NEWS

Ardent ready to build on huge interest in its Real Care range

F

ollowing great success with its Reel Care products in North America, Ardent is now bringing this exciting product category to Europe – with EFTTEX 2010 in Valencia a key part of its plans for international expansion. Ardent President Michael J Brooks told Angling International: “We have scored a huge hit with retailers and anglers alike. Our success is based on two things – quality products and high margins for our retailers.

“Last year’s relatively poor sales of rods and reels has not affected the Reel Care products. If anything, it has improved things. When anglers need regular cleaning and maintenance to protect their investment in their reels, it’s essential that retailers have the right products. Ardent’s unique Reel Care range is just that.”

Now Brooks, encouraged by a tremendous response at EFTTEX last year, is confident that

the value of the range will be recognised in European markets. He is certain that exhibiting in Valencia in June will generate considerable interest once again.

“We answer all the retailers’ requirements for attractive price points, good margins and excellent stock turn,” added Brooks. “The prospect of add-on sales to every transaction is a compelling proposition and has given us a clear market lead.

“These products are recession-proof, applicable to any brand of reel and any country. They provide high quality care and maintenance to protect anglers’ investments.”

MAKE CONTACT BEFORE EFTTEX Tel +1 314 878 7722 (USA) +44 1684 296695 (Europe) Email mjbrooks@ardentoutdoors.com (USA) info@charismaticmarketing.com (Europe)

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Above: the Ardent Real Care range offers enticing add-on sales for retailers everywhere.

Chinese net experts target UK and America all the time, as is our Chinese net manufacturer reputation with clients and exporter Yaska all over the world. Yaska’s Fishing Tackle returns to hand-made, high quality EFTTEX in June with its products combined sights firmly set on meetwith low prices and ing new distributors from good service are proving America and the UK. very popular. EFTTEX Originally established will be an opportunity as Jianhua Fishing to let more people know Tackle 30 years ago, Yaska Yaska’s Xia Ning: “Our global what we do.” already exports to more reputation is growing.”

The company is than 20 countries includlocated in China’s Anhui district, ing Australia, South Africa, Finland, where a long tradition of net weaving Sweden, Malaysia and Singapore. has been enhanced by new technolFollowing a successful three days ogy. Its net range includes beautifully as an exhibitor at last month’s China hand-crafted hardwood and bamboo Fish show, General Manager Xia Ning landing nets, as well as aluminium is hopeful of continuing the versions. The nets feature a quick momentum in Valencia. release removable elastic lanyard, soft He told Angling International on knotless micromesh and extra long his return from Beijing: “Our internahandles if required. tional business is increasing

MAKE CONTACT BEFORE EFTTEX Tel +86 565 7101666 Fax +86 565 7101555 Email ysj@yaskafishing.com Website www.yaskafishing.com 62

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Bait giant Carp Zoom sets its sights on Spain’s growing carp market “If you want to see totally new ideas in the baits and accessories markets – and to see prototypes of the new products we have planned for the next two to three years – then visit our stand at EFTTEX 2010 in Valencia.”

That’s the intriguing Fadil Salim: “Spain is where promise being made by we’d like to develop.”

Hungarian company Carp Zoom to visitors at Europe’s top tackle show.

Looking ahead to the annual gathering of the world’s trade in Valencia this June, Carp Zoom Managing Director Fadil Salim has high hopes for more success for his business.

He told Angling International: “EFTTEX is a good chance to meet all our customers at one time in one place and to build our future product range in line with their demands.

“Spain is a market where we would like to develop our business. As carp fishing begins to enjoy rapid growth in the region, then it presents an opportunity for us to find potential new partners.

“I believe it will also be one of the most successful EFTTEX shows for many other companies who have targeted the same objectives as we have in Spain.”

Ever-present at EFTTEX since 1999, Carp Zoom plans to display all of its bait range as usual, but will show for the first time the new Match Zoom brand specially created for competition fishing by German champion and national team member Stefan Posselt.

Carp Zoom will also focus on a new accessories programme launched this year, including Match Zoom products and a comprehensive carp range incorporating a PVA collection.

MAKE CONTACT BEFORE EFTTEX Tel +36 34 312496 or 337142 Fax +36 34 510496 Email contact@carpzoom.com Website www.carpzoom.com www.carpzoom.eu

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Above: the new Match Zoom brand will figure heavily on the Carp Zoom stand.

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Koppers signs pros ahead of Valencia show Koppers, the maker of Livetarget crank baits, has signed Bassmaster Elite pros Stephen Browning and Byron Velvick to sponsorship agreements. The deal was completed on the eve of February’s Bassmaster Classic in Birmingham, Alabama, putting the young brand right into the spotlight.

Livetarget made its debut in 2008 in the Midwest and Great Lakes regions, opening 100 dealers in its first year.

Two years later the company has more than 1,000 dealers in the US and Canada, plus distribution into Japan and nine other European countries.

MAKE CONTACT BEFORE EFTTEX Tel +1 905 468 448 Email tom@koppersfishing.com Website www.livetargetlures.com

Acknowledging the acceleration in his company’s international growth, Koppers pro staff manager Victor Cook nevertheless underlined the importance of the Bassmaster scene as the ideal platform for Livetarget’s pro staff campaign.

“Stephen and Byron are at the top of their game and we’re positoned to show the industry our intention to participate,” he said. Browning had four top ten finishes in 2009 while Velvick, a well known Elite Series participant, hosts a weekly saltwater show on ESPN2.

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EFTTEX 2010 on target to increase exhibitor numbers EFTTEX 2010 is on target to have more exhibitors than last year after confirmed bookings reached 211 exhibitors, up from 203 at the same stage last year. EFTTA has accepted bookings from companies in 36 different countries for the show in Valencia, Spain including 29 first-time exhibitors. With three months still to go, the current amount of floor space sold is 7,204 sqm, which represents a 4% increase on the 6,903 sqm sold at this stage last year.

Says EFTTEX Exhibition Manager, Neena Tailor: “Bookings have been coming in every day. Companies are once again thinking very seriously about increasing their presence within the industry. And as the number one trade show in Europe, EFTTEX is the natural choice.”

She added: “This will be the first time EFTTEX has been held in Spain and it’s proving a popular choice. The show will open up many exciting and interesting opportunities thanks to Spain’s strong links, not only within Europe but worldwide.”

The increase in stand bookings has been helped by the number of exhibitors that pre-booked during EFTTEX 2009 in Budapest. It is a benefit EFTTA offers to exhibitors at the show every year, and is proving increasingly attractive to businesses. A total of 144

companies pre-booked their stand for EFTTEX 2010 at the 2009 show. At EFTTEX 2008, 112 companies booked for the 2009 show.

More recently, members of the EFTTEX management team have promoted the show at trade shows in the UK, France, Italy, Japan and China.

These promotional efforts are clearly having an effect in increasing stand sales and generating interest. The next stage of the marketing campaign will focus on attracting buyers to Valencia in June. Promotional invitation passes in nine European languages are due to be sent and handed out to over 2,500 potential visitors. Online pre-registration has also opened and the number of pre-registered visitors is continuing to rise. EFTTA is receiving a lot of interest from Spanish retailers and has been working on a targeted promotional campaign to further attract Spanish and Portuguese retailers.

Demand is also high for the Business Reception tickets at the Umbracle Terraza in the City of Arts in Valencia.

It provides a tropical garden setting for the dinner and reception. The venue also turns into a nightclub at midnight and guests will be entitled to free entry into the club if they want to stay and enjoy the evening. EFTTA is also pleased to announce that World Cup football will be shown in the evening.

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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

Ardent expands sales network in US to meet increased demand

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rdent, the only manufacturer of freshwater fishing reels and accessories that are made in the USA, has expanded its sales staff in the US to capitalise on increased interest in its products.

The Missouri-based company has seen a significant increase in sales in spite of the economic recession, more than doubling the number of dealers stocking its reels and reel care products. Now it has improved its sales network by appointing new national and regional distributors, signing up some of the industry’s most respected manufacturers’ rep groups and employing new sales managers.

One of the most significant actions, says Ardent, has been the hiring of Tim Golden

as Director of Sales, and Tom Cole and Jake Tippee as Sales Representatives. Golden has 16 years’ experience in the sporting goods industry and will be responsible for key distributors in the United States and national retail chains including Big 5 and Dick’s Sporting Goods.

Cole will have sales responsibilities for Florida, South Carolina and southern Georgia. Tippee will be responsible for Alabama, Mississippi, Tennessee and northern Georgia.

Ardent has contracted with eight premier manufacturers’ rep groups to cover the remaining geography of the United States. It has also added a number of distributors to its sales system that will be joining Big Rock Sports, which has carried the Ardent product line since 2007. Folsom Distributors, Farris Brothers, Maurice Distributing, Sportsman’s Supply and Triple S are some of the national and regional distribution companies that will be carrying the complete Ardent product line.

Said Michael J. Brooks, President and CEO of Ardent: “This greatly expanded sales system illustrates the tremendous sales growth and opportunities that customers are realising with the Ardent product line.”

For information visit www.ardentreels.com

Latvian show makes return Ichthys retail boost Latvia hosts its premier fishing show at the end of this month when Angling Riga occupies the International Exhibition Centre on March 25 to 28. From diving and hunting, to cycling and health & fitness, the event is a ‘celebration of the outdoors’ and angling will play a big part with a full display of tackle and accessories, clothing and boats, as well practical demonstrations, expert advice and information.

Angling is still very much in the growth stage in Latvia, although the recession is expected to take its toll on visitor numbers this year, the 16th of the show’s existence, with the 2009 four-day attendance figure of

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20,000 expected to fall by around 15%.

Event organiser Kaspars Cimermanis said: “Latvia is only a small country, with just over 2.2 million people, but angling is becoming increasingly popular with around one in ten people regularly going fishing.

“Although no big brands will have their own stands at the show, simply because no overseas companies have applied, we will have ten local distributors present who will be selling all the latest products from the main European tackle manufacturers.”

For details telephone + 371 670 6500 or log on to www.bvents.com/event/383520angling-riga-2010.

Angling International April 2010

Ichthys, manufacturer of more than 600 different styles and sizes of swivels, is making special packaging available to retailers to display its products. The eye-catching displays come in three different sizes to accommodate 30, 60 or 120 packs and will, says Ichthys, draw more attention to the products as well as making it easier for the customers to make their purchasing choices.

The 20-year-old business has warehouses in its home country of Slovakia, as well as in the United Kingdom, and is building a brand reputation all over Europe for quality and reliability.

“We are now looking for partners in most European countries,” explained International Sales Director Daniel Zaicek. “Our ultimate goal is to supply high quality products at reasonable prices to anglers all over the world who are looking for something special. But first we are concentrating on Europe.

“We are growing because we can respond to customer demands and our conveniently located warehouses hold almost 90% of product in stock, guaranteeing short lead times.”

The Ichthys product portfolio is aimed primarily at freshwater fishing, but the company is also able to produce saltwater swivels if required. For more information call +421 911 558233, email sales@ichthys.eu, skype danielsan831102 or visit www.ichthys.eu.

OEM giant Heng Feng promises a new age of exclusive designs The president of one of China’s biggest fishing tackle manufacturers and supplier to many of the world’s top brands has warned that only those companies able to adjust quickly to the changing demands of the industry and pressures of the Chinese economy can look forward to future growth.

Speaking exclusively to Angling International, Mr Ben Yang, President of Heng Feng in the Hangzhou district, identified robust patent protection, genuine innovation and exclusive partnerships as the keys to success in testing times ahead.

And he revealed some key steps taken by Heng Feng to ensure that it retains its prominent position as an OEM supplier in the market place.

“The current industry in China is very different to the past 15 years and it will continue to change,” said Mr Yang.

“Heng Feng has been producing fishing tackle for leading global brands for 20 years and knowledge gained from experience is going to be more important than ever before.

“Fast-growing costs of labour and materials in China are a big problem we have to deal with. Labour costs alone could increase by 15% to 20% in the next two years. Copying is another major issue and will only serve to force prices down. In addition, the one-child rule, along with other socio-economic factors, is making the recruitment of good staff more and more difficult.”

However, Mr Yang pointed to the fact that repeated reductions in VAT rates on exports, favoured by the government because of the beneficial impact on employment, has encouraged manufacturers to grow overseas business. Against this economic backdrop, Heng Feng, which also incorporates huge camping equipment and garden furniture businesses, has been proactive in introducing significant changes to its impressive Hangzhou operation. Mr Yang outlined his plans to adjust to market and economic trends, ensuring his company continues to satisfy existing customers and attract new ones.

“We are putting even more emphasis on

the development of new products. Innovation and best quality at the right price has never been more important. Our strong position across several outdoor markets allows us to buy essential, top quality materials like fabric, metal and plastic very competitively, enabling us to control prices to the customer.

“The future is in strong brand partnerships and making sure each partner’s products have their own identity. Similar products just result in price battles, so our strategy is to offer more exclusivity to our customers.

“At the same time we will continue to invest more in patents and will vigorously protect our ideas and products from copying.

Our determination to safeguard our designs makes the future of innovation at Heng Feng even stronger.”

In recognition of the tough trading climate, Heng Feng introduced its new Economy Range last year, a quantity-based programme that is not profit-driven but which is intended to support customers.

Heng Feng has also introduced new management practices that offer cost efficiencies which can then be passed on to customers.

“We understand there are financial pressures on our customers and this is something we cannot ignore,” added Mr Yang.

“The future lies in ensuring the products of all our partners have their own identity”

Heng Feng President Mr Ben Yang (above right) welcomes Angling International Editor Mel Bagnall, the first journalist to be invited to the giant company’s headquarters in Hangzhou.

Heng Feng’s UK Product Development Manager John Walsh.

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S U P P OR T ING P R OD U C T IN NO VAT ION W OR L D W IDE

at Angling rs ito ed t uc od pr e th th on m Each t exciting new International select the mos To help you t. ke ar m to t gh ou br g in be le tack customers, we decide on their appeal to yoeurmanufacturers so will include insight from thss immediately. you can start doing busine

products you need to know about

P-Line’s Adaro Pliers come in three colours and with a cordura pouch.

High-strength pliers for saltwater P-Line Europe’s Adaro Pliers come complete with a cordura pouch and a heavy duty nylon lanyard.

They are available in blue, gold and silver.

What the makers say: “Adaro Pliers are the ultimate value for the serious saltwater angler. They feature machine-cut aluminum handles for reduced weight and the tungsten carbide cutters are built specifically for braided line. The jaws are made of a coated carbon steel for strength and durability.”

Business contacts Tel: +39 0583 709036 Email: p-line@p-line-europe.com Website: www.p-line-europe.com

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1 Feeder rods from Hardy perfect for casting huge distances During extensive field testing in Ireland and the UK, casting distances of up to 130 metres were achieved with the new 13ft Hardy Marksman Extreme feeder rod.

What the makers say: “This super high modulus rod boasts unique hollow carbon quivertips which are lighter than solid carbon or fibreglass versions. They also highlight bites better and provide greater radial strength when fishing over massive distances.”

Business contacts Tel: +44 1665 511507 Email: gburn@hardygreys.com Website: www.hardyfishing.com

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products you need to know about

Seat box offering maximum comfort from specialists Plastica Panaro The latest tackle box from category specialist Plastica Panaro features an ergonomic seat to provide maximum comfort, plus four tackle boxes with adjustable compartments, a spinner bait box and roomy storage under the lid.

What the makers say: “Our new polypropylene box allows the angler to fish comfortably wherever he may be, all the while being able to access the tackle below thanks to a handy two-flap opening.”

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Business contacts Tel: +39 059 793 340 Email: lsirotti@plasticapanaro.it Website: www.plasticapanaro.it

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EFTTEX award-winning line now available in shock leader version

Parallelium’s Polyvilon Hybrid, a previous best new line winner at EFTTEX, has been launched in a shock leader version. The parallel-wound 50m spools are available in strengths of 44lb, 55lb, 66lb, 81lb, 115lb, 160lb and 200lb.

What the makers say: “This new shock leader is produced using our double core extrusion process 2CXP technology, which allows us to achieve greater accuracy in diameter and strength. Features include the ultimate in knot strength and abrasion resistance, coupled with virtual invisibility. It is also UV proof and silky smooth with an extremely low memory.”

Business contacts: Fax: +33 478 448 637 Email: contact@parallelium.com Website: www.parallelium.com

Hooks with surgical sharpness

Eagle Claw considers Trokar to be the most effective hooks ever designed. Introduced at ICAST last year, the hooks are just now reaching dealers in the US and Europe. They are endorsed by top pros Shaw Grigsby Jr., Brent Chapman, Gerald Swindle and Skeet Reese.

What the makers say: “Trokar hooks have increased carbon content and reduced impurities for higher tensile strength. The stouter wire diameter will withstand aggressive hook sets and intense fights and for the first time on a fish hook there is a black chrome plating process to resist wear and corrosion. But the real innovation came as a result of collaborating with a company that makes surgical needles. Trokar’s patented surgically sharpened process means these hooks can be set with half the effort of other hooks, turning more bites into hook-ups.”

Business Contacts Tel: +1 720 941 8700 Email: anoraker@eagleclaw.com Website: www.lazertrokar.com

Below: the Xi3 offers power in the butt and increased sensitivity in the tip.

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5 Sage’s best ever saltwater rods Sage considers its Xi3 the best saltwater rod series it has ever created. It comes in four pieces and in line weights from #6 to #16. The range is from 6wt to 16wt and MSRP from $695 to $775.

What the makers say: “Using a proprietary taper construction providing torque and tension for superior tracking and energy efficiency, the Xi3 performs with true precision. Graphite hoop fibres generate more power in the butt section and increased sensitivity in the tip. A Modulus Positioning System reduces weight and creates an acute level of line feel when casting.”

Business contacts Tel: +1 206 842 6608 Email: sage@sageflyfish.com Website: www.sageflyfish.com 68

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Neoprene waders that are so easy to put on

These new Slip ‘N’ Zip neoprene waders are among the latest products available from Behr Angelsport’s extensive range.

What the makers say: “Our new neoprene waders are as easy to put on as your favourite jeans. You just slip your legs in and zip them up.

There’s no more struggling and contorting with your old waders. They are ideal for adding or removing clothing and for a quick exit when necessary. The patented, specially engineered zipper has proven 100% waterproof during extreme field tests around the world.”

Above: the new Slip ‘N’ Zip waders are as easy to put on as your favourite jeans, say Behr.

Business contacts Fax: +49 6203 923 874 Email: export@behrfishing.de Website: www.behrfishing.de

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Jigheads for better hooking rates Polish company Dragon has focused on maximising hooking efficiency with its range of SPEED jigheads.

What the makers say: “Our goal was to eliminate the hook elasticity which reduces hooking rates. So we used forged, heavy-duty wire sharpened with UltraPoint technology and covered with a poly-ceramic layer. The O’Shaughnessy shape also adds to the overall strength. It means all power is transferred from the angler’s hand directly through the hook. SPEED jigheads use the modern system of two cone-shaped rings which secure the lure firmly and prevent it from sliding.”

Business contacts Tel: +48 52 32 68016 Email: export@firmadragon.pl Website: www.firmadragon.pl

A multi-function bite indicator The new Fishtron Q7 indicator from Flajzar is designed to combine modern functionality with an original design. It is 87.6mm x 50mm x 21.2mm and comes complete with protective case, battery and three-year guarantee.

What the makers say: “The unique visual indicator has multi LED diodes. It is resistant to rain and fog with rubber gaskets under all regulating elements.

The microprocessor’s intelligent consumption control guarantees a long battery life. Sensitivity, beep volume and sound can be adjusted and the wide choice of tones guarantees audibility even in rain and wind. It also has two connectors for the swinger and the external transmitter.”

Business contacts Tel: +420 518 628 596 Fax: +420 518 324 088 Email: sales@flajzar.cz Website: www.fishtron.cz

9 Specialised tippets from Rio

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Rio has launched two new types of tippet material. The IGFA tippet is sold on 30-yard spools ranging between 2lb and 30lb breaking strengths. The Alloy Hard Saltwater tippet comes in 30-yard spools between 6lb and 30lb, along with 110-yard ‘guide’ spools of 12lb, 16lb and 20lb.

What the makers say: “The IGFA tippet is perfect for anglers targeting world records and those looking for precision and reliability. Alloy Hard Saltwater is an ultra-hard material combining phenomenal abrasion resistance. It is ideal for casting large flies and casting in strong winds.”

Business contacts Tel: +1 208 524 7760 Email: simon@rioproducts.com Website: www.rioproducts.com

PEOPLE

Keeton Eoff joins Hobie

Fishing kayak manufacturer Hobie has appointed Keeton Eoff (left) as Strategic Development Fishing Analyst for its fishing department. Formerly Regional Sales Manager with lure company Sebile USA, Eoff will now be responsible for refining and prioritising marketing and sales goals for Hobie’s growing boats and accessories business. The acquisition underlines the Californian company’s commitment to growing

the fishing arm of its business.

Eoff has spent ten years in the fishing and outdoor recreation industry and has a strong background in targeted sales and innovative marketing. He joins Product Manager Vince Console, Sales Associate Morgan Promnitz and Field Ambassador Jackie Smith in the company’s fishing team. “With the addition of Keeton to our fishingspecific team and continued support thoughout all levels of the company, we are well positioned to take Hobie fishing to the next level,” said Hobie President Doug Skidmore.

Eoff can be contacted on email at keoff@hobiecat or +1 325 660 4575.

Swedish show moves north to grow attendance Organisers of Sportfiskemassan 2010, one of Sweden’s biggest sport fishing shows, which takes place between May 7th and 9th, are hoping that an inspired choice of venue for this year’s event will see record crowds coming through the doors.

Launched in 2005, Sportfiskemassan is a consumer event organised by the trade and this year the show has been relocated to Sundsvall, a town four hours north of Stockholm which is widely considered one of the country’s sport fishing ‘hubs’.

Says show organiser Agneta Brunell: “We’ve held the show in Stockholm three times, once in Gothenburg and once at a town in the south of Sweden. This year we decided to take it to Sundsvall, which is smack bang in the middle of an area with a huge interest in sportfishing. Everybody we’ve spoken to is excited that the show is coming to town, especially the local fishing clubs!”

More than 100 exhibitors will be in attendance, including a host of major retail and wholesale tackle companies such as Normark, Abu, Bios, Guideline, Loop Tackle, Svendsen, Fairpoint Outdoor and CWC. Four fishing lakes have been built for the show – two 70

Angling International April 2010

of which will be used for fly flishing demonstrations and tutorials and two for baitfishing purposes where visitors can try out new products. Other draws include a ‘fishing school’ for children, presentations by fishing holiday companies and a stall from Swedish fishing magazine Fiske Journalen, which will be hosting a chat forum and showcasing a number of recent fishing expedition films made by their team.

Per Westerlund, President of the Bios fly fishing company in Sweden, is adamant that the choice of venue for Sportfiskemassan 2010 will be a key driver in its success. “The area is hugely popular with trout, sea trout and salmon fishermen. Quite simply, most Swedes go north to fish, hence our decision to take the show north.

We’ll be exhibiting all our latest products, including new rods, reels and a lot of new lures, and have really high hopes for the show. It’s a major event in our diary.”

Opening times are 10am to 6pm on Friday and Saturday, and 10am to 4pm on Sunday. All visitors will receive a free copy of Fiske För Alla.

Log on to www.kistamassan.com/ events/sportfiskemassan2010 or call +46 8 506 65043.