Angling International September 2014 by Top Corner Editorial and Design Ltd

CLOTHING & FOOTWEAR SPECIAL

Daiwa, Frabill, Rapala, Simms mms and more September 2014 Issue 80

Essential reading for buyers in the tackle trade

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CLOTHING & FOOTWEAR SPECIAL

Daiwa, Frabill, Rapala, Simms and more September 2014 Issue 80

Essential reading for buyers in the tackle trade Big Interview

Salim Fadil: Evolution Man

Why his strategy of steadily growing the Carp Zoom brand in Europe is an object lesson for every new company

PAGE 26 Innovation

A revolution in fish safety Revealed: the new technology from the UK which will stop disease spreading in nets

PAGE 18

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PURE FISHING: WE WON’T LET OUR NEW BRANDS DIE John Doerr reacts to trade fears and gives first hints of new strategy to develop latest acquisitions

PAGE 17

Paddlesports

Old Town’s big surprise How the NEXT paddlecraft will open up new markets for angling retailers PAGE 44

Electronics

ANDA Sport takes the next step Are rod brands about to drop lifetime warranties?

Distributors wanted! The award-winning indicator and smartphone app are coming to market PAGE 42

Will Shimano’s tough new stance mark the beginning of the end? PAGE 20

The latest deals signed at EFTTEX and ICAST The Finnish newcomer taking its first steps in angling’s clothing sector; the lure brand from Brazil making waves in the US; and an Indian supplier on the rise.

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WORLDNEWS

We have condensed the biggest stories in the global angling trade into the next five pages. You can access full details by subscribing to Communiqué Online, visiting angling-international.com or by using the links where they appear.

Letter from the editor

Trade deals

t’s not often that the man at the helm of the world’s biggest fishing tackle conglomerate speaks in public. But when he does, John Doerr, the CEO of Pure Fishing, speaks to Angling International. And he caught up with our Consultant Editor, Melvyn Bagnall, at ICAST, to talk about a subject that always causes heated speculation in trade circles – the group’s acquisitions. In this month’s issue he gives us a revealing insight into Pure Fishing’s aspirations for its new purchases and demonstrates how newcomers to the fold are encouraged to blossom and develop further. Doerr’s response shoots down critics who snipe that once within the clutches of the corporate empire, innovation and enterprise are stifled and allowed to wither. It’s just another exclusive from Angling International that further builds on our reputation as the industry magazine that is first with the news that matters. And talking of Pure Fishing – the global giant is just one of the many household names that will be making an appearance in our newly-introduced Rods Special next month (October issue).

THE NEW RODS SPECIAL

We are excited to be launching yet another addition to our popular monthly product special features – and judging from the response so far it looks set to be one of our most successful. To be honest, with rods at the heart of everything an angler does, it is a surprise that we have not introduced a Rods Special issue before, but judging by the response from manufacturers, it has been worth the wait. Kicking off with an in depth look at this important sector of the industry, the Rods Special is a unique opportunity for manufacturers to showcase their products to distributors and retailers throughout the world. This is a business opportunity that you cannot afford to miss. If you are serious about selling rods you should be making sure that your products are the ones being looked at and talked about – not those of your competitors.

Solar Tackle owner decides des against selling the company any Figures

CABELA’S SECOND QUARTER FINANCIALS

$500.4 million

A 3.4% increase in retail store revenue

$147.1 million An 18.3% decrease in direct revenue

14.2%

Decline in comparable store sales

45% to 55%

The amount that new format stores are outperforming legacy stores

9.5%

Record operating margin achieved during the period

The number of new stores opened by Cabela’s during the period

13 to 15

The number of stores set to be opened over the next ‘several’ years

THINKING OF ADVERTISING?

If you would like to advertise in our October Rods Special, please contact Lucie Henton, our International Sales Director, if you are based in Europe or Asia, or Stuart Pavlik, our US National Sales Manager, if your company manufactures in North America. • Email Lucie at lucie@angling-international.com • Contact Stuart at stuartpavlik@aol.com ANTHONY HAWKSWELL, Editor anthony@angling-international.com 4

Martin Locke, the Solar Tackle owner who had reportedly sold his business to Marukyu Europe, pulled out of the deal because he couldn’t bear to hand over his ‘baby’. The acquisition by the Japanese bait producer had already been announced in certain quarters of the trade press and the news had even appeared on Solar’s own website.

US retail giant Cabela’s reported a mixed set of results for the second quarter.

angling-international.com September 2014

Ill-fated: Marukyu Europe Chairman John Loftus and Solar Tackle owner Martin Locke shake on the deal before it was called oﬀ.

But when Angling International contacted Locke last week he confessed that the deal had not been done. While the terms had been agreed, the announcement was premature. “The truth is the cat was let out of the bag a little early,” added Locke. “I felt that by selling the business the soul would go out of it. After 27 years of hard work in getting the company to where it is today I couldn’t come to terms with that. I was brought up with this business and while it has been stressful it has also been very rewarding. “I have been working for myself for so long that Solar has become my baby. When it came to it, I just couldn’t hand it over.” bit.ly/1oivS11

Branding

JRC given a new logo Pure Fishing’s carp brand, JRC, has been given a facelift which will be introduced to anglers in 2015. Its traditional gold logo has been replaced by a red image. Brand Manager Ralph Dijk said: “JRC has evolved over 20 years from its roots and we wanted to update the brand’s look to reﬂect the forward-thinking approach of our team. The new logo has a minimal design that we love – and there’s a hidden element for the sharp-eyed. Look closer and the logo reveals an outline of a bivvy – among our best known products – and the cross of St George representing our English heritage.” JRC is also working on its product oﬀering including the new Stealth Bloxx Bivvy. It will be followed by other launches, including rods and sleeping bags.

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Financial Fina Fi nanc ncial ncia iall repo re reports ports port rts Above: the Predator XL is typical of the award-winning products that are driving up sales for Johnson Outdoors.

Johnson Watercraft boosts parent company Johnson Watercraft’s strength in developing new products has helped its parent company report a surge in third quarter sales. Johnson Outdoors, which includes marine electronics brands, Minn Kota and Humminbird, reported net sales of $137,133 million for the three months ended June 27th, 2014, compared to $129.772 million in the same period last year. Watercraft sales rose 4% due, says Johnson, to the strength of its new products which accounted for a third of the division’s sales during the period. The Marine Electronics sector saw a 9% increase in sales, driven primarily by ‘exceptional’ new product performance and growth in Minn Kota. Third quarter sales of $80 million topped last year’s record sales for the unit. Helen Johnson-Leipold, Chairman and Chief Executive Oﬃcer, said: “Marine Electronics continues to be a steady engine of growth and we are beginning to realise the beneﬁt of our investments to strengthen the performance of the Watercraft unit.” She added: “Consistent strong demand for new products drove top line growth across our brand portfolio during Q3, further illustrating the value and importance of our continued investment in innovation. Looking ahead to the rest of the year, we are focused on sustaining marketplace momentum and ensuring the success of next year’s exciting new product line-up.” bit.ly/1u0im4q

Catﬁsh rods

EFTTEX reaction

First Catfish Edge rods now available for shipping

Indian supplier Advik reveals increase in orders

The first rod produced by Catfish Edge under its new partnership with Whisker Seeker Tackle is now available for shipping. The two parties say that the collaboration has been created to meet increased demand for new and innovative gear for catching the species. Chad Ferguson, founder of Catfish Edge, said: “The modern day catfish angler has changed. He is using advanced techniques and investing serious money in gear to catch catfish of all sizes. That is why I founded Catfish Edge and partnered with Whisker Seeker Tackle.” Whisker Seeker Tackle has combined its manufacturing and distribution skills with Ferguson’s 15 years of experience as a professional catfish guide to develop the first in a series of new rods, the Chad Ferguson Signature Series Catfish Rods. “I knew Chad’s experience was second to none when it came to catfish. When I decided to build a catfish rod I wanted to tap into his experience and the Catfish Edge brand,” said Matthew Davis, Whisker Seeker Tackle founder.

A new line of fishing equipment from Indian company Advik is proving a big hit in Europe. Advik launched new clothing, luggage and fish care products at EFTTEX and boosted its offering with multilanguage packaging and free customised design. “We were visited by more than 50 wholesale companies from ten countries and we bagged some good orders,” said the company’s Business Development Manager, Ruchika Paharia. “Our vast range, modern packaging options and competitive pricing gave us an edge over our competitors. “We are constantly working towards improving the quality of our products and packaging and the fact that we listen to the suggestions of our clients has always been our strength. The visitors to our stand in Brussels could see that our focus is on quality at competitive prices. “We believe our approach towards each client sets us apart from other fishing accessory suppliers.” Advik has been manufacturing carp, coarse, sea and fly tying tools and accessories for more than ten years and first appeared at EFTTEX in Budapest in 2009. “We have grown a lot in recent times, not only in terms of turnover but also in our client base across 15 countries,” added Ruchika.

Above: the ﬁrst rods developed under the new partnership are the appropriately named Chad Ferguson Signature Series Catﬁsh Rods.

September 2014 angling-international.com

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Watercraft

Broadplast to expand its range of kayak components Broadplast Industries from Taiwan is making a growing impact on the kayak market with its expanding line of components. The company already has a foothold in the US and is looking to build on its dealer base with a range that includes a new kayak carrying handle. Sales Manager Kylie Chen (left) told Angling International she was pleased with the reaction to the company’s growing range of equipment and would be exhibiting again in 2015 as part of Broadplast’s strategy to build export sales. ICAST Director Ken Andres is keen to grow the watercraft side of the show and Broadplast, an oﬀshoot of the Ji-Yang Plastics company, was among a number of new or returning companies from this sector. • See pages 20 & 21 for more ICAST news

Trade shows

CGC (Weihai) Expo forced to turn away some exhibitors More than 200 companies are on a waiting list for this year’s CGC (Weihai) Expo – an indication of the popularity of the fast-growing show. This year, 845 companies requested booths at the event, but despite making use of space outside the exhibition hall, the organisers still did not have enough room for them all. Li Jiang, owner of the show, said that he was striving to solve the problem and looking to be able to accommodate more exhibitors in 2016. This year’s event takes place between October 17th and 19th. The CGC (Weihai) Expo is seen as China’s number one platform for SMEs (small and medium enterprises). It is run by the organiser of the bigger and more established China Fish. The Chinese reels manufacturer, Cixi City Yule, has been an ever-present at the show since its inception and its Vice General Manager, Jacky Fang (below right), says: “Although China Fish is our number one show, CGC (Weihai) Expo is an important opportunity to meet with our current customers and to check our new products being launched at the show.” Fang added that Cixi City, which won the Best Reel Award at China Fish in February for its Yolo IM-3000, is set to launch another three new models in Beijing next year. 6

Charity

YETI Coolers gives support to cancer charities YETI Coolers, the makers of ice chests and accessories, is to introduce limited edition pink units to support National Breast Cancer Awareness Month in October. The Austin, Texas company will also provide a donation to the American Cancer Society to help research and patient support. “We are proud to create a special edition of our collection to support breast cancer awareness,” said Roy Seiders, President of YETI Coolers. “We hope the colour will appeal to a female audience and we also believe at least some of our male consumers are man enough to buy one. Yes, that is a challenge.” The Roadie 20 (MRSP $249.99) and the Tundra 45 (MRSP ($349.99) are built to handle serious abuse and have thick insulating walls to keep ice longer than the average cooler. The Roadie personal cooler is equipped with a heavy-duty stainless steel handle, while the Tundra features two DoubleHaul handles made from durable marine-grade nylon. They will both be rolled out on October 1st at selected retailers and online at www.yeticoolers.com.

Trade shows

South African show gives out mixed signals on trade confidence More dealers, but fewer orders taken was the story of this year’s South African Fishing Tackle Agents & Distributors (SAFTAD) show in Johannesburg last month. The challenging economic climate in the region meant that visitors to the event were more careful with their budgets, but the increased number of dealers – a 12% increase on last year – completed a rather contrasting picture of the two-day event. SAFTAD Chairman John Pledger told Angling International that he was ‘encouraged’ by an increased turn-out. “We made it clear before the show that even if dealers were not there to buy - or had reduced funds to make purchases – it was important to their business that they attend to see what new products were available. I am pleased to report that we got that message across.” Exhibitor numbers were slightly down on last year, with 47 companies attending compared to 51 last

angling-international.com September 2014

year, but the amount of ﬂoor space sold was up. Pledger also revealed that SAFTAD would be organising two smaller shows either side of the main event in Durban and Cape Town next year in a bid to reel in general retailers. He said: “SAFTAD attracts the vast majority of dedicated ﬁshing tackle retailers, but there are a lot of shops where tackle sales only represent a small portion of their business so they do not attend the main show. “We are bringing two smaller shows to these big cities, where there are a considerable number of such businesses.”

Hook suppliers

EFTTEX updates

Korea’s Orient Sun updates its website for customers

Finnish clothing brand makes promising start

Korean hook manufacturer, OrientSun, has just relaunched its website. The company, which is based in the bustling city of Busan, makes hooks for all types of fishing, including specialist carp, fly and match fishing models. The new website gives users a comprehensive list of all the products within its range, including a section on its very latest 2014 offering. There is a dedicated blog section and an opportunity to sign up for emails and updates on its latest products. Check it out at www.orientsun.co.kr.

Erätukku Oy of Finland says it is cautiously optimistic about its entry into the European fishing market after picking up two new distributors at its first ever EFTTEX. The company is known in its home country as a leading supplier of hunting and outdoor clothing and has been developing outerwear for anglers. At EFTTEX it picked up new customers in Benelux and Switzerland. Export Manager Pete Lohi told Angling International that Erätukku Oy is keen on a return to EFTTEX in Warsaw next year. He said: “Brussels was a good start for us because we arrived as unknowns. We signed those new customers but also had good discussions with distributors from Germany, UK, Spain and Lithuania. People liked our quality-to-price ratio, so that gives us confidence for an even better show next year.”

Innovations

Eagle Claw surprises trade with scented hooks range One of the best-kept secrets at ICAST was the launch of Eagle Claw’s new Scented Hooks. Not even the company’s national sales force knew about their very latest product until a surprise press release on the first day of ICAST. The Denver, Colorado business has been working on the new Scented Snells with Garlic and Anise for more than a year but has kept details under wraps so that the news could be broken at the world’s biggest trade gathering. Eagle Claw says the hooks are the result of ‘incredible new technology’ that brings together fishing’s most successful combination – snelled hooks and scents. Each of the American-made hooks is coated in a long-lasting blend of natural oils that are applied as a durable finish.

Fly market

New facility for Rainy’s Flies Rainy’s Flies has opened an additional production facility in Cambodia to meet increasing demand for its patterns. The US company, which already has a factory in Thailand, plans to staff the new location with 300 tiers by the end of next year. Co-owners Ellen Clark and Rainy Riding have also revealed a new booking programme that offers dealers significant discounts when they order in advance. The company was conspicuous by its absence from last month’s IFTD Show and has not added any new flies to this year’s catalogue. It has, however, voiced its continued support of AFFTA and its efforts. “We felt we needed to devote any extra time and resources to our new facility in Cambodia and give our dealers better delivery on pre-season and fill-in orders,” said Clark. Rainy’s Manager Jesse Riding said the demand for Rainy’s flies had more than doubled in the last two years and the new facility will greatly expand order fulfillment and delivery, complementing the Thailand operation that has been producing flies since 1999. The company has also introduced a new, more simplified version of its logo to coincide with its plans. bit.ly/1ycnaS3

September 2014 angling-international.com

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WORLDNEWS

Mel Bagnall, Consultant Editor Mel’s experience in the angling industry includes ﬁve years as our senior editor, guiding the magazine from its very ﬁrst issue. Now, as Consultant Editor, he contributes special reports on the industry and insight into the leading news developments of the day.

Spin ﬁshing

Lineaeffe adds Japan’s Nomura to its portfolio Top Italian fishing tackle manufacturer, Lineaeffe, has taken on the European distribution of a leading Japanese spinning brand. This month (September) the company began to use its comprehensive distribution network to sell the extensive range of spinning fishing products of Tokyo-based Nomura. The range of medium to high quality products includes rods, reels, braids, monofilaments and accessories as well as a large quantity of hard and soft lures. “We are keen to introduce anglers in Europe to the Nomura brand and make it famous across the continent,” said the company.

Lucie Henton, International Sales Director Based in Prague, Lucie is the sales contact for all our commercial customers in Europe and Asia. Delivering advertising solutions she is a familiar face at EFTTEX and China Fish. Call her to discuss your advertising needs. Westin Sales Manager Thorbjørn Galtt-Møller (left) shakes hands with JML founder Tony Shao, watched by Tony’s brother, Jack Shao.

Lures

Westin takes its first steps in Australian market Trademarks

Honeywell announces new Spectra licensing initiative Honeywell has announced a brand new licencing programme to help anglers ensure that they are buying fishing line containing genuine Spectra® fibre. Under the initiative, fishing line brands can recognise Spectra fibre as a valuable differentiator and the best and most trusted material for their products and licence the Spectra trademark. In turn they will guarantee that 100% of the high-molecular-weight polyethylene (HMPE) fibre used in their braid is genuine Spectra fibre and undergo periodic quality control tests by Honeywell. A ‘Spectra by Honeywell’ logo at the top left-hand corner of the fishing line package will indicate participation in the programme. “The strength of the Spectra brand has inspired more and more imitators over the years, resulting in products leveraging the Spectra name and claiming it to contain Spectra when they may not,” said Mark Saholsky, Global Business Manager for Honeywell’s Advanced Fibres and Composites business. “We value our trademark and will act accordingly to protect our brand. “Going forward, anglers can be certain that products showing our licenced trademark and logo are certified by Honeywell to contain 100% Spectra fibre and have passed stringent quality testing.” Spectra fibre, which is pound-for-pound 15 times stronger than steel, but light enough to float, enables the development of stronger, more durable and sensitive braided fishing lines so that anglers can cast more easily and hold onto catches. bit.ly/1nyFO0C

Anthony Hawkswell, Editor Appointed Editor in January 2013, Anthony’s background in news publications and indepth reporting enhances the magazine’s reputation for leading the way in providing the best news service in angling.

Westin products made an instant impact ‘Down Under’ when they made their debut at the Australian Fishing Tackle Association (AFTA) show. Following an agreement reached at EFTTEX with distributor JML Pty to sell its brand in Australia, Westin shared a booth at the AFTA show and received encouraging comments from visitors. Founder of JML, Tony Shao, told Angling International: “We were able to demonstrate the unique swimming actions of the Westin lures in a tank and we had a lot of customers coming back for a second look. There are a lot of products that shops here have a lot of interest in. “We are really excited about this opportunity to promote Westin and will use our 12 years of experience to build the brand in Australia. We are looking forward to seeing a variety of our indigenous species on Westin lures.” bit.ly/1r56VU9

Appointment

New director at ASA The American Sportfishing Association (ASA) has appointed Liz Ogilvie as its new Director of the KeepAmericaFishing™ campaign organisation. “Liz brings three important talents to KeepAmericaFishing,” said outgoing ASA Vice President, Gordon Robertson. “She has experience in strategic marketing, knowledge about the sportfishing industry and a real passion for fishing. She understands how anglers think and she understands how KeepAmericaFishing can be instrumental in uniting them into a more powerful force for ensuring the sport they love is top of the mind when federal and state policy decisions are being made.” bit.ly/1sE66EV

angling-international.com September 2014

Stuart Pavlik, US National Sales Manager Stuart is based in Florida where he manages the accounts of our US and Canadian clients. An avid ﬁsherman with advertising experience gained at Florida Sportsman, Stuart has a strong understanding of worldwide ﬁshing from his tenure at IGFA and from extensive travel. Rob Carter, Editorial Director Rob formed Top Corner in 2005 and launched Angling International three years later. His responsibilities include managing the sales and editorial teams and growing the A.I. brand by introducing new services for customers worldwide. Keely Docherty-Lee, Production Director Co-founder and co-director of the business, Keely manages the design team that produces Angling International each month, the international websites, monthly emails, and the design and catalogue design service. Angling International magazine is published by Top Corner Editorial and Design Ltd., 4 Milnyard Sq, Orton Southgate, Peterborough, Cambs, UK, PE2 6GX.

To advertise:

International Sales Director: Lucie Henton; lucie@angling-international.com; Tel. +420 607110712; Skype. lpetrickova U.S. National Sales Manager: Stuart Pavlik; stuartpavlik@aol.com; Tel. 561-627-2520 direct; Skype. stuart.pavlik

For editorial:

Editor: Anthony Hawkswell; anthony@angling-international.com Tel: +44 1733 392 977 Consultant editor: Mel Bagnall; mel@angling-international.com Editorial director: Rob Carter; rob@topcornered.co.uk Production director: Keely Docherty-Lee; keely@topcornered.co.uk Subscriptions: enquiries@angling-international.com ● No part of this magazine may be reproduced without the permission of the publisher. The magazine assumes no responsibility for the safety of contributions, although all reasonable care will be taken.

Members of:

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MYSTRATEGY:JOHNVANVLEET As part of the new management team at Scientific Anglers, the ex-guide and copywriter for Orvis says nothing can drive a company forward like experienced anglers with a passion for making better products.

Team building

Branding

VAN VLEET: The largest and most important change SA has undergone is the influx of talented members of staff who are all passionate anglers, starting with President Jim Lepage, who spent many years running Orvis Rod & Tackle. A large portion is made up of people who have devoted their careers to furthering the sport. For example, SA Director of Wholesale Brad Befus was an integral part of Ross Reels for well over a decade. Jeff Pierce, our Foreign and OEM Sales Manager, travelled the world several times over during his time at Mustad and we have also brought line designer Bruce Richards out of retirement as a consultant. We are beyond excited about what the future holds for us from a leadership standpoint.

VAN VLEET: The brand was in a state of stagnation. The logo was in urgent need of a refresh. I jokingly referred to it as our ‘frozen chicken’ logo because it reminded me of branding on mass-produced poultry. The trap many companies fall into when modernising the logo is they risk losing a piece of their heritage. We feel we were able to retain that by incorporating our jumping fish icon and redesigning the SA shield, which had become known throughout the industry. Building on that, we have completely redesigned the packaging to reflect our goal of cutting out confusion among consumers. For the first time we have added easy-to-understand taper diagrams on the front and also simplified our technology icons and language.

PASSIONATE LEADERS MATTER

IF YOU HAVE HERITAGE, USE IT

Marketing

YOU CAN’T IGNORE SOCIAL MEDIA

VAN VLEET: Today’s consumers are extremely computer and media savvy so it seems natural to engage with them to create a community of anglers who are anxiously awaiting our new products, videos and anything else we can produce. This has all happened in a short space of time thanks to our customers and the faith they have in our products. We will continue to build on that faith.

Consumer focus

MAKE THINGS SIMPLE FOR YOUR CUSTOMERS VAN VLEET: From a consumer’s standpoint we are trying to eliminate as much confusion as possible surrounding ﬂy lines. Currently the market is ﬂush with speciality tapers, duplicate lines and so much technical information that the consumer can easily be overwhelmed. We are introducing clarity and simplicity while retaining our technical background. The best example is our new Frequency series. We took two line families, the Supra and Professional, and combined them into one, eliminating in the process dozens of overlapping and redundant tapers.

John Van Vleet: career • • • •

Position: Marketing Manager, Scientific Anglers Marital status: Married, with three dogs Nationality: American CV: Prior to joining Scientific Anglers, John was the Managing Editor of Fish & Fly magazine, a fishing and hunting guide in Texas, as well as the outdoors copywriter for the Orvis Company. • Interests & hobbies: (Aside from fly fishing) Reading, writing, photography, backpacking, playing the guitar, and following baseball and college football. • Ambition for SA: To establish it as an interesting and unique fly line brand.

TACKLE ONLINE

Planning

CAPTURE THE ENERGY OF A START-UP

VAN VLEET: By this time next year our brand refresh will be complete and our new line families will have new identities. While we will spend much of 2014 focusing on our textured lines, we are also fully committed to bringing new smooth lines and tapers to the market. This is an awesome time to be part of SA because it feels like a start-up company, but one that already has name recognition and nearly seven decades of history.

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angling-international.com September 2014

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UPDATEDTECHMAKESIRONSILK THENEWKINGOFRESISTANCE CLIMAX DEEP PURPLE A newly-developed fluorocarbon coating is a key feature in the new Deep Purple monofilament from German brand Climax. “The coating provides five to six times more abrasion resistance than normal monofilament, as well as making the line sink,” says International Sales Manager Christian Rademann. “It also has excellent knot strength and the controlled stretch reduces line failure and the loss of fish. It has been tested in both the laboratory and in the field and has produced outstanding results.” Deep Purple was developed for obsessive carp anglers and presented to the trade for the first time at EFTTEX this year. But hard rock fans looking for a connection with the famous Seventies band will be disappointed. “Underwater, most colours of the light spectrum are eliminated so that the natural habitat of all fish appears in a mystic haze of deep purple,” explains Rademann.

CORTLAND COMMAND SERIES

isten to the promotional video made by Berkley’s Clay Norris expounding the virtues of his company’s new IronSilk line and you could be forgiven for pressing the replay button more than once. IronSilk, says Norris, is 33% more abrasion resistant than other lines of the same diameter. Yes, you heard it right, a whole 33%! So let’s think about what that does for the angler, invites the Berkley Brand Product Manager. Firstly and most importantly, you can fish with much finer lines without sacrificing strength and toughness. Norris makes his point with a simple but telling abrasion test that compares IronSilk to a major competitor. When both lines are mechanically and evenly retrieved over sandpaper, IronSilk lasts five times longer before breaking. It’s compelling stuff and yet

amazingly the line is based on technology uncovered by Berkley ten years ago. “It was very popular but there were minor problems with UV light resistance,” confirms Norris. “The line subsequently went out of production but people loved it and in view of this continued demand we have reintroduced this new improved version.” The secret to this co-polymer monofilament is a built-in, reinforced matrix that provides toughness at a molecular level. Sounds impressive, but what does it actually mean? “In simple terms, the line has a structural toughness which dramatically improves abrasion resistance and fighting power,” explains Norris. IronSilk looks tailor-made for anglers looking to overcome the problems caused by invasive zebra mussels and other underwater obstacles without resorting to stiff, larger diameter lines.

“Softness and ﬂexibility are often sacriﬁced in pursuit of abrasion resistance,” says Norris. “IronSilk is remarkable because it achieves an unprecedented breakthrough with its combination of toughness and sensitivity.” Norris has more impressive statistics, explaining that the line is 20%-25% faster through the guides and 40% more UV resistant than its predecessor. “It doesn’t have a coating, but has a smooth surface that is great for distance casting and handles like a dream on spinning and casting reels,” he adds. IronSilk’s success ultimately lies with consumers, but it has already received a weighty endorsement from the industry by being voted the best line at the recent ICAST trade show in Orlando. The line is in opaque green and comes in seven strengths from 6lb (0.25mm) through to 20lb (0.40mm), all on 300-yard spools.

Cortland may be synonymous with the fly fishing market, but the New York company has long produced quality sportfishing lines and is placing increased emphasis on this part of its business. Products planned for Cortland’s centenary year in 2015 include a new series described as its toughest and most durable monofilament to date. The new CMC-ST8 lines will be available in both saltwater and freshwater versions. “The CMC-ST8 is an extremely tough, abrasion-resistant and durable line,” said Cortland’s VP Sales and Marketing, Randi Swisher. “The high tensile strength of this series has enabled us to use low diameters for any given breaking strength. It is also easy to handle, knot and rig and is virtually invisible underwater.” The Command Series will be introduced in a variety of spool sizes in 4lb to 80lb test. It will be available later this year.

September 2014 angling-international.com

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

PUREFISHINGCEO MAKESPLEDGETO ENERGISEBRANDS

ure Fishing CEO John Doerr has assured retailers and distributors that there is an even brighter future for brands acquired by the world’s largest ﬁshing tackle manufacturer. In an exclusive interview with Angling International, Doerr said that he is aware of concerns within the industry that brands might ‘lose their way’ under Pure Fishing’s vast corporate umbrella, but insisted that will not be the case. He also spoke for the ﬁrst time about a fundamental change in strategy, designed to maximise the potential of each brand in the Pure Fishing portfolio. Doerr has already presided over the acquisitions of Sebile and Hodgman (2011), Hardy & Greys (2013) and Australian lure brand, Cutting Edge, earlier this year. On each occasion, the acquisitions prompted misgivings in social media circles that the brands would suffer or disappear. But Doerr insists that the brands will thrive rather than die. “You look at iconic brands such as Hodgman, which was left dormant for many years, but which now has an identity and is set for its biggest launch since it came under the Pure Fishing banner,” said Doerr. “It’s the same for Mitchell. The

complete redesign of its legendary 300 reel series has been a huge hit internationally. Shakespeare’s Ugly Stik had not been updated before our teams revived it with the GX2. These are the type of goals we see across the board with each brand. “We have a duty to maintain the tradition of these brands and to recognise customers’ loyalty while continuing to evolve with our surroundings. If we left these brands to grow stale they would die and that isn’t what great companies do. We want each brand to be healthier than when we acquired it.” To help deliver on that pledge, Doerr has appointed owners for each of the Pure Fishing brands and has remodeled the company’s structure to optimise brand focus. “This structural shift away from categories to brands began before we bought Hardy & Greys. We now have 17 brands that are managed in such a way as to ensure they achieve their full potential around the globe,” he explained. “We have eight strategic business units that drive the regional commercial operations. Both of these groups are then supported with various global functions. This change in structure is elevating the ownership and entrepreneurial spirit within our organisation and is exceeding our expectations,” Doerr added.

How Pure Fishing has grown 1988 Berkley Fishing acquires Fenwick and becomes Outdoor Technologies Group 1995 Abu Garcia joins Outdoor Technologies Group 2000 Outdoor Technologies Group becomes Pure Fishing 2000 Pure Fishing acquires the Mitchell, Johnson and Spiderwire brands from Johnson Worldwide Associates 2003 7Strand joins Pure Fishing 2004 Stren is acquired 2006 John Doerr joins Pure Fishing as COO 2007 Pure Fishing and Shakespeare Fishing Tackle join forces 2009 John Doerr appointed Pure Fishing CEO 2011 Pure Fishing acquires Sebile & Hodgman 2013 Pure Fishing acquires Hardy & Greys Limited 2014 Pure Fishing acquires Cutting Edge Lures

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

NEWTECHFROMUK‘KILLS 99%OFNETBACTERIA’ The UK’s industry leaders are lining up to endorse BSafeTM, a groundbreaking product which can be woven into the raw material of nets, mats and slings to protect fish from disease.

ome of the top names in the UK angling industry have hailed groundbreaking new technology that is said to dramatically cut the transfer of fish disease. BSafe™ – short for ‘bacteria safe’ – is a unique infection-killing ingredient that can be woven into the raw material that is used in the production of fishing nets, slings, mats and other products. It is the brainchild of a keen angler, Derek Willan, and was developed by the UK’s leading supplier of plasticadditive technology, Silvergate Plastics, and Biomaster, an award-winning market leader in the making of agents that kill bacteria. The technology has been welcomed by the Angling Trades Association (ATA) – the national body in the UK that represents the tackle trade. Its Chair, Naidre Werner (pictured left), said: “Any initiative that helps protect fisheries and improve welfare of fish stocks is most welcome. “A flourishing angling trade is underpinned by ample, healthy stocks of fish for anglers to catch and this technical advance will therefore have multiple benefits.” Mark Lloyd (left), Chairman of the Angling Trust, the single body that represents anglers and angling in England, added: “The Angling Trust takes fish health and welfare very seriously and any product that can help protect fish from bacterial infection is very welcome. If the manufacturer’s claims are correct, then these nets could make a big contribution to stopping the spread of disease and helping to protect the sport that we all love.” Leading UK fisheries consultant, Dr Bruno Broughton, said: “Bacterial diseases kill huge numbers of fish each year. The BSafe nets represent a huge technological advance – a simple, convenient expedient that virtually eliminates the transfer of dangerous bacteria via nets and allied equipment. “For fishery owners it’s a no-brainer really, because the in-built process works by itself to provide the best possible protection for fish and fisheries.” BSafe has been tested by the UK government’s executive agency, CEFAS (Centre for Environment, Fisheries and Aquaculture and Sciences), against five key bacteria. Jason Weeks, now a Professor for Environmental Risk Analysis at a leading UK university, worked on the project. He said: “Everyone thinks of KHV (Koi Herpes Virus) when it comes to fish deaths, but in truth KHV is

angling-international.com September 2014

responsible for only a tiny percentage of problems. The real killers are bacteria. The results from the BSafe tests are stunning – more than a 99% kill within 24 hours. “And the beauty from a fish health care viewpoint is that it’s at work when the nets are still wet, exactly when problems are usually transferred.” Angling media analyst Gareth Purnell has also endorsed the product. He said: “I am lucky to have been party to the way the BSafe technology works and to the results of the rigorous testing programme. “There is no doubting its credibility and in my opinion the launch of BSafe represents a major breakthrough in the ability to produce product that can help anglers, fishery owners and manufacturers contribute to safeguarding a healthy future for fish populations.” BSafe is being marketed by Aquatech Tecnhologies. Its Director, Andrew Jackson-Brown, said: “From our initial

Left and right: Developers are hoping BSafe will drastically reduce the risk of disease in caught ﬁsh.

idea we have always intended to make the exciting benefits of BSafe available to all manufacturers of fishing nets, slings, mats and potentially any products that come into contact with infected fish. “We see the launch of BSafe as a huge step forward in reducing the spread of harmful bacterial diseases and hope that all anglers and manufacturers alike join with us to help preserve and promote healthier fish stocks.”

September 2014 angling-international.com

ICAST ROUND-UP I N S I G H T > A N A LY S I S > T R A D E N E W S

ICASTPROVESIT’STHENO.1 MARKETPLACEINANGLING

Orlando, Florida, USA

The stands have long been taken down, but news filtering through from attendees supports the assertion that this year’s ICAST was a show like no other.

Daiwa Corporation in USA named Vendor of the Year by Big Rock Sports The Daiwa Corporation has been named as Vendor of the Year by one of North America’s biggest outdoor sports distributors. Big Rock Sports, which supplies more than 15,000 US retailers with products from over 1,200 manufacturers, made the announcement during ICAST in Orlando, Florida. Other recipients included the Rapala VMC Corporation (Lure Vendor of the Year) and Eagle Claw (Terminal Tackle Vendor of the Year). ”The recipients of these awards epitomise the best of the ﬁshing and marine industries,” said Dave Martin, President of Big Rock’s Fishing, Camping and Marine Division. “We feel it’s important to recognise our

vendor partners who go the extra mile to ensure that our industry thrives today and well into the future. “Daiwa has once again proved that it is at the forefront of innovation and acutely aware of the importance of products being proﬁtable for today’s independent retailer.” “We at Daiwa are very proud to be given the Big Rock Sports Vendor of the Year Award. This is a great honour and we appreciate the recognition,” said Tom Komatsu, President of the Daiwa Corporation. “Daiwa works hard to bring the latest technologies, innovation and strong value to the market. It takes great partnerships like this one with Big Rock Sports to grow our mutual businesses.”

Brazil’s Zagaia Lures ready for the USA Brazilian company Zagaia Lures is ready to introduce its products to the US market after a successful ﬁrst ICAST. The Sao Paulo manufacturer was suﬃciently encouraged by the response from dealers in Orlando to press ahead with expansion plans. “We are already the biggest lure producer in Brazil, but the owner wants to invest in our export business, which is why we exhibited at ICAST,” said Zagaia’s General Manager, Weyder Satelite. “The show was helpful in getting to understand the American market and the best way to approach it. “We were very surprised by the number of people we saw who already knew about our products and we made some very good contacts. The US market is a good opportunity for us and we hope to do business at ICAST next year.” Zagaia Lures was founded in 1983. It became part of Hi-Lures of Brazil seven years ago and designs and manufactures all its products in it own factory in Brazil.

Right: Gary Remensynder, President of Lew’s Fishing Tackle, is pictured with the Best Combo Award at ICAST.

Weyder Satelite (left) of Zagaia Lures: “ICAST was helpful in getting to understand the US market.”

iFISH makes sparkling ICAST debut South African wholesaler iFISH teamed up with its US agent Cast In Deep to become yet another ICAST debutant. iFISH has developed its own brands, including Assassin, a range of surfcasting, spinning and boat rods, and GT Icecream, big topwater plugs originally designed to catch giant trevally (GT) but now proving successful for all types of surface breeding predators. “Both brands attracted a lot of interest from US buyers throughout the show,” reported Cast In Deep Director, Jonathan Knight. The Natal company also produces branded reels and a wide range of accessories. 20

angling-international.com September 2014

Jonathan Knight of Cast in Deep: delighted with the response to iFISH.

From left: Ed Small (Big Rock Sports CEO), Brad McNutt, (Director of Sales, Big Rock Sports) Terry Pederson (Vice President of Sales, Daiwa Corporation) Bob Hunter (VP, Merchandising, Big Rock Sports) and Dave Martin (Fishing/Camping/Marine Division President, Big Rock Sports).

Lew’s: award is for the army veterans that we support A poignant moment for Lew’s Fishing Tackle at ICAST was the company’s win in the Best New Product Showcase with its American Hero Baitcast Combo. The American Hero series from the celebrated US rod manufacturer reflects the company’s pledge to the nation’s military veterans and its commitment to helping those returning from duty. Lew’s® American Hero® product line is about more than just fishing – the company says it is a thank you to the US armed forces veterans. In its promise to former service personnel, Lew’s pledges a portion of the profits from the sale of every American Hero rod, alongside other selected products, for the purpose of supporting and helping organise programmes that benefit veterans as they return to enjoying outdoor recreational opportunities like fishing. “Lew’s American Hero initiative is our chance to give something back to our soldiers. Many of them have a lot of issues on their return from conflict situations,” said Bob Brown, Lew’s Product Development. “They have been through lifechanging experiences. We hope that by being involved in this we can help them get back to a normal existence again and return to pastimes they used to enjoy like fishing. “It is our involvement in the programme that has made the award so extra special for us. We did not win the award – they did,” added Brown.

Blutbombette concludes busy show season The innovative spirit of ICAST was captured by Blutbombette, a German company introducing a new bait concept to the US market. The oval, tablet-type attractant is used inside a neat in-line plastic capsule positioned ahead of the lure or bait. “Liquids, sprays and pastes dissolve too quickly, do not last long or are too weak,” said Export Manager Mindaugas Vigraitis. “With the help of scientists at the Dresden Biological Institute, along with pharmaceutical experts, we have overcome those problems.” Blutbombette was a relatively unknown company until it ﬁnished second in the natural bait category of the EFTTEX Best New Product Awards in June. Though not divulging the contents of the new attractant, Vigraitis told Angling International that it contains the most potent amino acids in ﬁnely balanced proportions and that rigorous testing had shown a 60% increase in bites when compared to alternatives.

Siemantel’s cunning plan pays off US Hall of Famer and renowned lure creator, Bill Siemantel (below), bought a live rat to study the unique movement of its tail before he designed an ICAST award winner. The SPRO sport professional – and lure designer for more than 35 years – picked up the Best Hard Lure prize in Orlando for the BBZ-1 Rat. Siemantel told Angling International: “There are not a lot of rat baits that swim well or have a good hook-up rate. The pressure was on me to come up with something cutting edge – and I believe I have done so.”

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Left: Bill Siemantel is pictured with SPRO’s award-winning BBz-1 Rat.

New Acme tool brand marks its first ICAST with Best FishSmart award ICAST debutant Cuda is the new ﬁshing tools brand from the Acme United Corporation, a worldwide supplier of tools to the sporting goods, hardware, home and oﬃce markets. Drawing on the experience and expertise of its parent company, Cuda launched a comprehensive line of tools in Orlando – including pliers, wire cutters, knives, scissors and tag sticks. Cuda was founded by Rick Constantine, a charter boat captain and Vice President of Marketing for Acme, who

saw the application of Acme’s cutting tools and materials technology in fishing. Many Cuda products feature a see-through handle that shows the durable full-tang construction. “ICAST was our official launch and it went very well,” said Cuda Marketing Manager Geri Adler. “We use titanium bonded steels and alloys to guarantee our tools are three times harder than untreated options. Dealers were impressed by the corrosion resistant qualities of our products.” As part of its marketing effort, Cuda has also partnered with Bob Izumi, host of the Real Fishing shows, Mariko Izumi, star of WFN’s Hooking’ Up, and a number of captains appearing on National Geographic’s Wicked Left: Cuda Tuna series founder Rick to gain TV Constantine exposure with the ICAST for its award won in products. Orlando.

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Dynamite Baits: first ICAST will drive business in the USA Dynamite Baits’ efforts to build sales in the US were given further impetus by the company’s first appearance at ICAST. Export Sales and Marketing Manager Daryl Hodges went to last month’s show following a top award at EFTTEX for the brand’s new Trout Nuggets line – and confessed to being impressed by the scale of the Orlando event. “You realise just how vast the US market is,” Hodges told Angling International. “We had a good show and made some good contacts. It will be a tough but rewarding market to break. “We learned a lot about different markets such as crapDarryl Hodges pie fishing, which is a new one to us but seemingly a big (left): Made opportunity. Our trout, carp and catfish baits are now good contacts available in the US.” for Dynamite Dynamite was partnered at ICAST by USCarpPro, Baits at his first ICAST. which last year became the exclusive distributor for Rapala carp brands in the US. September 2014 angling-international.com

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

ARETHEWORLD’SBIGGEST RODBRANDSABOUTTODROP LIFETIMEWARRANTIES?

They are said to undermine sales of premium rods. With Shimano signalling a tougher stance, other manufacturers are now calling for an industry-wide agreement to drop them altogether.

alls for an end to the ‘absurd practice’ of offering lifetime rod warranties look to be gaining momentum following the decision by one major manufacturer to change its policy. Shimano has written to customers in the US to inform them that the warranty on all of its new rods is being reduced to one year. Other manufacturers have admitted to Angling International that they would welcome shorter warranties. Many retailers and manufacturers believe that lifetime warranties are the key factor in the decline of premium rod sales, particularly in the fly market, and have inflicted serious damage on the sector’s profitability. Writing exclusively in Angling International earlier this year, David Leinweber, owner and president of the Angler’s Covey store in Colorado, challenged manufacturers to stop giving away free rods for the lifetime of the consumer. The move by Shimano may be the light at the end of the tunnel. However, it appears that rod makers are reluctant to be the first to make a move that could potentially see competitors reap the benefit. Russell Weston (below), MD of Snowbee UK, said the return of discontinued rods had increased sharply recently, possibly prompted by web contributors suggesting lifetime warranties could become a thing of the past. “We certainly don’t like the practice and we know that retailers are also against it,” said Weston. “We felt forced to do it because everyone else is, but it has backfired and made it more difficult for everyone to sell rods. Many

anglers are basically buying one rod for life by playing the system. “We plan to radically change the wording of our guarantee by the end of this year. For a genuine claim on a rod that has been discontinued we will provide a replacement rod of similar value, or the consumer can pay the difference to upgrade.” “It’s time to put the onus of responsibility back on to the consumer. Ideally, all rod manufacturers would get together and agree to end the practice altogether.” Weston’s view is shared by Gareth Adams, MD of Stealth Rod and Reel, a manufacturer and distributor in Johannesburg, South Africa. “Lifetime warranties are swear words for every manufacturer,” he said. “I totally disagree with them, but my competitors do it and I felt I had to follow. It has deﬁnitely reduced rod sales around the globe.” Global brand Hardy & Greys was acquired by Pure Fishing last year, but still operates its existing warranty, which remains valid for the lifetime of the rod’s original owner. However, MD Ken Brewster (above), said that all Pure Fishing rod warranties were currently under review and may be modiﬁed. “Lifetime warranties have almost certainly reduced sales of premium rods,” he said.

“They have inflated the expectations of consumers and now the industry has woken up to the consequences. We all have the same desire to have more realistic warranties.” Brewster pointed out that most claims are against fly rods because the low diameter blanks used in their construction are more susceptible to damage. Manufacturers’ errors tend to manifest themselves before the rod has been passed on to subsequent owners and most are easily dealt with. The company is not obligated to act in the case of accidental damage or wear and tear, which account for at least 95% of claims, estimates Brewster. “Of course, there are grey areas and you have to make a judgement,” he added. “Some brands are far more generous than others when it comes to replacing damaged rods and this has helped create the wrong perception among consumers. It is a difficult situation for manufacturers to extricate themselves from. “I am sure every rod maker is thinking along the same lines, but it’s a case of who blinks first. Lifetime warranties are not September 2014 angling-international.com

Above: the ﬂy rod sector has been especially harmed by the practice, but no company wants to act alone to stop oﬀering the warranties.

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

RODWARRANTIES >sustainable or realistic. I cannot think

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angling-international.com September 2014

of another industry that makes a comparable offer.” At G.Loomis, the Shimano-owned fly brand, Division President Jim Lebson (below) countered rumours that his company’s lifetime warranty had been dropped. “Shimano’s decision does not affect G.Loomis rods,” he confirmed. “This confusion has come from the internet. “We believe that if a rod fails because of something we did, we should take care of that. If the problem is the result of something that the owner did, he should bear responsibility.” G.Loomis promotes its Xpeditor Service as the fastest and most convenient way to get a rod replaced without worrying about who is responsible for the breakage. The ‘no questions asked’ service is available in the US and Canada for $75 or $100, depending on the rod. Sportfish is the UK’s leading supplier of fly fishing tackle, with three superstores and a large mail order business. Its Brands and Marketing Manager, Allan Shephard, shares the view that the industry is losing across-the-board sales because of lifetime warranties, but believes the sale of top end rods would be very difficult without them. “Customers spending that sort of money believe they have a right to expect a certain level of service,” he says. “There has to be some extra benefit for them. It is a very valuable sales tool for selling premium rods and we would miss it. “I am not easily convinced that it has affected sales at that end of the market. If those people want a new rod they will go out and get one. But I can see that the absence of a lifetime warranty would be quite uncomfortable lower down the food chain. This is where we will see change.” US retailer Steve Jensen, who has two stores in California and one in Montana, concedes that lifetime warranties can persuade customers into

continued

purchasing a new fly rod – and possibly a more expensive one than they would otherwise have bought. “However, from that point on they have most definitely had a negative impact on rod sales to that customer,” he says. “The more expensive the rod is, the more likely the consumer will opt to repair it rather than replace it. “The percentage of anglers who must have the newest product available is relatively small, especially as the price of a premium rod has eclipsed the $800 mark and our economy is down. My guess is that prices have climbed in part to cover growing repair expenses. “Way back, when a rod broke it wasn’t too difficult to move the customer on to a new model. Now 40 to 50 bucks will get you one, two, three or even four sections replaced. “In 2013, we processed almost 400 repairs out of our three shops. If only one in three opted for purchase instead of repair that would be a lot of rod sales added to the till. “I don’t think we’ll ever see lifetime warranties in the golf, tennis and firearms markets. And I wonder if rod manufacturers regret the trend they started. However, it will be very difficult to change. It won’t happen until one of the major manufacturers changes its policy. Even then there will be a backlash for manufacturers.” David Leinweber (below) believes the situation can’t change until manufacturers improve the way they track sales. “Winston uses a unique ID number to connect each rod to the original owner. I don’t know another company that is doing this effectively, yet it has to be the first step if warranties are to be policed properly. “The fact remains that lifetime warranties are not a good business plan. As rods became more expensive, manufacturers thought they had to offer them or people wouldn’t buy. But there must be a cost in the warranty and the fact that some manufacturers are rethinking the issue suggest that cost is significant.”

So much more than a trade Show

• Full-time lobbyist in Brussels working towards better environmental protection and more sustainable resources for sport fishers • Access to the EFTTA trade directory • Statistics to help your business • A fishing terminology dictionary • Quarterly newsletter • Information and data services

S t r e n G t h e n t h e t r a d e . S e c u r e Yo u r B u S I n e S S . J o I n e F t ta w w w. e F t ta . c o m

BIG INTERVIEW I N S I G H T > A N A LY S I S > T R A D E N E W S

Mel Bagnall talks to Salim Fadil about his unconventional route to the top of the European bait trade and how that has driven him to adapt his Carp Zoom brand to the changing needs of the market.

Salim Fadil

EVOLUTIONMAN

o the fishing tackle industry, Salim Fadil is the man behind the highly successful Carp Zoom brand, a familiar face at EFTTEX and the source of a seemingly endless pipeline of product ideas. The personable Salim has been plotting his company’s unerring path to growth for 17 years. But it could all have been so different. A doctor with an established practice in his adopted Hungary, Salim made a radical career change in 1997 that would eventually take him into the fishing industry. “It was a difficult decision to make because I had been training and working as a doctor since the late Seventies,” he recalls. “But doctors in eastern Europe are generally low salaried, something inherited from the communist system, and I had to do what was best for my family. “When the opportunity came to join my friend Csaba Pataki in his Fisch KFT business, which specialised in breeding and importing ornamental fish, I took it.”

THE MEDICAL PROFESSION’S LOSS WAS THE

angling industry’s gain. Salim soon recognised a need for fishing products in eastern Europe and saw an opportunity to expand the business into fishing. While western companies were finding it logistically and financially difficult to serve these markets, Fisch KFT was well positioned to act as a gateway to the east. “I started talking to the big brands about representing them in Hungary and it grew from there,” says Salim. “The first brand we signed was Rapala and soon we were the exclusive distributor for other top names, including Hardy & Greys, Chub, Dinsmores and Bayer. “We built up a network of salesmen in every region and also began handling exports for some of the Hungarian manufacturers. It was clear there was a big demand for baits in particular and that is really where it all began. “We set up our own factory in 2005 to produce hookbaits and groundbaits and the Carp Zoom brand was born.” Carp Zoom made its first appearance at EFTTEX in Warsaw that same year and it seems fitting that the company will return to the Polish capital for its 20th anniversary in 2015. In the intervening years Salim has shown himself to be a 26

angling-international.com September 2014

formidable brand architect, carefully extending Carp Zoom beyond carp bait into other bait channels, tackle accessories and, most recently, into rods and reels. Small businesses looking to grow could do worse than take example and inspiration from this textbook case of brand extension. Carp Zoom has been careful not to over-reach itself, adding to its range only when it has identiﬁed a need in the market. The company has at least one distributor in every European market that plays a key role in its customer-driven philosophy. “Our close relationship with our distributors has provided the basis for everything we have done. We continually listen to their feedback and build programmes designed for their territories,” explains Salim. This distribution network has also been vital in Carp Zoom’s decision to venture beyond a bait brand that has become one of the best known in Europe. “We are essentially a bait manufacturer and that will always be at the heart of everything we do,” insists Salim. “But the brand became so strong it was clear there was an opportunity to venture into other areas. Distributors began asking us for other products because they trusted the brand and because it was easier for them to buy from one source.” The result was the introduction of the Carp ‘n Carp terminal tackle and accessories line four years ago. The launch was an overnight success. Continued input from distributors is helping Carp Zoom produce the right products for any given market. The range continues to evolve and plenty of new products are promised for next season.

NOT A LOT OF PEOPLE KNOW THAT... Salim Fadil represented his native Sudan in Davis Cup tennis, playing against stars like of seven-time grand slam winner Mats Wilander and Wimbledon champion Michael Stich. A back injury ended his career.

MEANWHILE, CARP ZOOM HAS BEEN CAREFUL

not to take its eye off its core product. Spin-off bait lines such as Feeder Zoom, Fiesta, Fish Magnet and Fanatic have kept the core brand moving forward. It has also developed a big market for artificial baits and has entered the catfish baits category with livebait alternatives, dips, scents and pellets. The enduring popularity of predator fishing in eastern nations such as Russia has spawned a whole range of lures and end-game tackle for a sector that is still more popular than carp fishing in some territories. But it is the launch of MultiFish, the company’s first

Salim Fadil on the Carp Zoom booth at EFTTEX in Brussels, June 2014. The company will celebrate its 20th anniversary in Warsaw next year. Much has changed in that time.

September 2014 angling-international.com

BIG INTERVIEW I N S I G H T > A N A LY S I S > T R A D E N E W S

> Salim Fadil

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Boone Bait Company, Inc. PO Box 2966, Winter Park, Florida, 32790 USA Phone: (407) 975-8775 Fax: (407) 975-8776 www.boonebait.com 28

angling-international.com September 2014

EVOLUTIONMAN bait product not to carry the Carp Zoom brand, that promises to have the biggest impact by establishing a position in a new bait category. “Up until last year we had largely concentrated on carp baits for serious anglers,” explains Salim. “But MultiFish is aimed at the large number of anglers who don’t ﬁsh as frequently and who are looking for an economy bait. It was developed especially for the German market, but is now proving popular in other countries as well. We didn’t use the Carp Zoom brand in this case because we didn’t want to confuse the market with a lower price-point product. “MultiFish is standing on its own legs. It has its own catalogue and we even have a dedicated MultiFish warehouse to service the small, selective orders more typical of this segment of the market. “This allows us to ﬁll and deliver orders very quickly. Speed of supply has always been one of our biggest assets. It is an important competitive advantage. Bait producers are normally very slow but customers do not like to wait for a consumable like bait. “We prepare our bait in advance and produce very large quantities so that customers know they will not have to wait for orders. If customers have to wait then they will look for a new supplier and we risk losing our position in the market.” As well as planning more baits under the MultiFish name, Carp Zoom is also looking at adding accessories to the brand as it continues to replicate its blueprint for expansion.

NOWCARPZOOMISLOOKING BEYOND THE BAIT AND acces-

sories sectors to take on possibly its biggest challenge yet – to establish itself in the quality rods and reels market. It is the biggest stretch yet for a company with no previous experience in ‘big ticket’ tackle items, but Salim is unphased. Meticulous forward planning, a controlled, low-risk launch, sound business model and quality products allow him to sleep at night. “We are very conﬁdent in the

quality of the products, but we also recognise this is a big development for us. So although we have a very good distributor network in place we have decided on a two-stage launch. “The full range of rods are already selling big quantities in three markets of different types, providing us with information on what works best and where we may need to look at modifications. The message is out there that the market can expect very high quality from Carp Zoom. “The range is complete and ready for the 2015 export catalogue, but there is no pressure on us. Only when we are completely satisfied will we roll out the launch across all of our distributors. Our product developers, field testers and distributors will all be involved in that decision.” Carp, feeder and spinning rods and reels will carry the Carp Zoom brand, with MultiFish branded rods and reels also in the pipeline. Carp Zoom’s execution of its expansion strategy appears seamless, but has it made investment decisions more complex? Not so, says Salim. “We have diversified into other product categories in response to requests from our customers,” he says. “By doing so we have been able to give them more profit and simplify their supply lines at the same time as expanding our own business. “But bait development will remain our investment priority for the forseeable future. People still see us as a bait supplier and it is vital that we do not lose that perception because it is our strong position in bait that has enabled us to do other things.” Despite his company’s ambitious plans, Salim is confident there is still more to come. “Carp Zoom has not reached its peak yet. We are still a young brand with a lot of things to learn and to improve on. We are continually developing as a company and our customers are still asking for other products. “We have a rolling five-year plan and we know the direction we want to go in. The next few years are going to be very exciting,” he says from behind that broad, trademark smile.

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CLOTHING SPECIAL I N S I G H T > A N A LY S I S > T R A D E N E W S

Brands in this section: 31 Daiwa; 33 Rapala; 34 Fishouflage; 34 Glacier Glove; 35 STORMR; 35 Simms; 37 Columbia; 37 Design Fishing; 38-39 Frabill

UPDATES FROM THE WORLD’S TOP CLOTHING BRANDS

DAIWACAPITALISESONTHE APPEALOFPERFORMANCEWEAR

Daiwa and know that I am covered for anything or over 25 years Daiwa has been continually ofthat comes at me – and I have had to sit fering the UK angler high performance clothing through some serious stuff. This gear simply that is actually designed and made in the UK. lets you keep fishing, which is key when The key to that success, says Daiwa, has been an competing at this level.” enduring relationship with Halkon-Hunt, based in Fellow Daiwa consultant and former Yorkshire in northern England. Owned by Sandra Scotthorne, world champion, Will Raison, agrees. “Of herself a former world matchfishing champion, Halkon-Hunt has been instrumental in changing the look of anglers along the course it looks the part, but it has never let me down. When the weather is against you it’s the ultimate country’s riverbanks. clothing. Between Gore-Tex and WINDSTOPPER you Although it all began with modern-looking designs for waterjust don’t need to add much else. It’s unbelievable. proof nylon jackets, today Daiwa’s top-of-the-range garments Along with the top-of-the-range clothing in Daiwa from Halkon-Hunt are constructed using high performance UK’s line-up, there are also waterproof choices for the materials such as Gore-Tex® and WINDSTOPPER®. game and specialist angler along with branded apparel High performance at high price-points was not originally an such as polo shirts, hoodies and caps. Daiwa is also attractive option in the angling market. Daiwa’s Marketing a distributor for Sundridge clothing. Manager, Stephen McCaveny, says: “For a number of years Sandra and her team managed to create designs that hit specific CONTACT price-points. In comparison to previous angling clothing they Tel: +44 1698 355723 were outstanding, but the overall pricing structure was tight Email: info@daiwasports.co.uk and Gore-Tex products were expensive and ‘unusual’ in Web: www.daiwasports.co.uk comparison to other choices. “As designs evolved and profitability remained ‘lean’ together we reached a point where we had to reconsider the approach. In the end we simply allowed Sandra and her product team to progress with the very best designs they could create. LEADER WIRE LEADER WIRE “The resulting ‘Tournament’ products were tremendous, but saw an even higher RRP. However, to our surprise, demand increased. “This simply showed that UK anglers now FOR recognised the performance abilities of Gore-Tex and TOOTHY FISH WINDSTOPPER and they were willing to pay for the best products available.” The value of the two materials is now appreciTITANIUM TOOTH PROOF® SURFSTRAND® 1x7, 1x19 & 7x7 ated by UK anglers, especially on the matchfishing Single Strand Leader Wire Bare Stainless Steel Leader Wire circuit. Daiwa has two world champions of its own TITANIUM 1x7 SURFLON® 1x7, 1x19 & 7x7 who regularly push their gear to the limits – includNylon Coated Stainless Steel Leader Wire Multi-Strand Leader Wire ing clothing. Daiwa consultant and Angling Times columnist Steve Ringer (left) regularly competes in every type of weather all year round. He says: Professional Angler, ® “I use Gore-Tex and MADE IN U.S.A. Mike Hulbert WINDSTOPPER garments from

TiTANiUM

STAinlESS STEEL

ANGLING TIMES

www.facebook.com/AmericanFishingWire sales@americanﬁshingwire.com • (800) 824-9473 • www.afwhiseas.com September 2014 angling-international.com

Get The Best You Can Get. World Famous Hunting & Fishing Boots

42006 Stonee Brook Series

56301Pro-Cllear Series • Syn yntthet etic icc lea eath ther andd meshh upppe pr • Reinf nfforce cedd toe and he heel el • Lig igghtweig ight ht EVA mid idso s lee • Removvable insole • Paddded collar • Pulll loop for easy on and offf • Draain holes • Ecco-Trak Outsole

• 100% % wate waterp rpro roof and nd bre reat atha habl blee with th ProDr Dri™ sys ysttem • Rein einforcedd double layered knee for extrra prot ex otection • Hand warmer chest pocket • Addjusttable nylon webbing suspender with quick release buckle • Ext xtra ins n ide utility pocket • Top o draw w string for better fit

56301

• Nyl y on o webbbi bing wading belt is incclude luud d wi w th bel e t loops • Neo e pren enee bbooot otie i • Self fa fabr b ic gra rave v l cu ve cufffs with laacce keepper

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Pro Line Manufacturing Co.

186 Parish Drive • Wayne, NJ 07470 • 1-800-334-4612 • Fax: 1-973-692-0999 • www.prolineboots.com

CLOTHING SPECIAL I N S I G H T > A N A LY S I S > T R A D E N E W S

RAPALAPUTSENDURANCEATTHEHEART OFITSWINTERCLOTHINGPORTFOLIO As part of the Rapala Group’s recent expansion into the ice fishing business, the company has also extended its Pro Wear clothing range to include products that are specifically designed to perform in cold conditions. The range includes the insulated, water and windproof Nordic Jacket & Pants, a new warm Trapper winter hat and Half-Finger Stretch Gloves and Ice Shell Mittens that are designed to be paired. The Nordic Jacket & Pants are designed for long-term endurance in Nordic winter conditions. They are ideal for cold weather outings – be it on open or hard water. The fabric is breathable to allow high exertion pursuits without dampening you down. The suit is insulated to withstand conditions down to -30°C and the cut is generous enough to allow for layering to guarantee comfort and warmth, while still form-fitting enough not to interfere with your fishing. The Jacket & Pants are water and windproof, breathable, and field-tested in Finnish Lapland. There is also reflective piping on the front and back.

BINOX™

Stee Stainless Steel Rotat ation Dual Rotation Beari earing Ball Bearing el Swivel

Left: the Nordic Jacket is designed for long pursuits in harsh conditions.

LINOX OX™ ROLINOX

St Stainless Steel Sw Rolling Swivel

CRIN RINOX OX X™ CRINOX

Right: like the Jacket, the Nordic Pants are available in sizes S–XXXL.

ess Steel Stee Stainless e Swivel Sw Crane

Below: The Half-Finger Gloves can be worn under the Mittens.

HEA EAVINO NOX™ NO HEAVINOX

ess s Steel St Stainless y Ball Ba Heavy Bearin aring Bearing Sw Swivel

Above: the Ice Shell Mittens are insulated for extra protection.

The easy-to-pull-on Ice Shell Mittens provide protection from the elements and the Stretch Half-Finger Gloves are worn inside the shell to provide additional insulation. When dexterity is needed to tie knots and fine-tune small items of tackle, the Ice Shell Mittens are easy to take off. Features of the Ice Shell Mittens include: • Insulated finger sections; • Textured, rubberised palm for protection and custom fit; • Perfect match for Half-Finger Gloves. Trapper Hat • Traditional cold weather design; • Wind and waterproof strong outer material; • Warm padded insulation and imitation fur.

The Trapper Hat with padded insulation and imitation fur.

CONTACT Tel: +35 89756 2540 Email: info@rapala.ﬁ Web: www.rapala.com

CENTRO CORPORATION Tel: +82 31 977 7188 Email: centro@kita.net 33 www.centroﬁshing.com

CLOTHING SPECIAL I N S I G H T > A N A LY S I S > T R A D E N E W S

NEW!

FISHOUFLAGEADDSNEW EUROPEANCARPPATTERN INTRODUCING...

FISHOUFLAGE® PIKE THE FISHERMEN’S CAMO

Beauty is in the eye of the beholder. Or rather, the catch is in the eye of the angler. Enter carp – the superstar that yields adrenalised battles between man and fish. In celebration of the species, Fishouflage has revealed its brand new European Carp Pattern. The rich copper and golden tones of the pattern paint a picture of an ornamental fish, while the European Carp Pattern waterscape offers rocky nooks and crags in a heavy drape of classic cover. Overall colouration favours greys and an array of aquamarine, supporting the shimmering metallic hues of this freshwater gladiator. Fishouflage – ‘The Fisherman’s Camo’ – lets proponents of boilies and bank-fishing stations confess their affection for carp and carp fishing in articles of premium apparel. Its new, super-comfortable performance T-shirts boast Fishouflage accented sleeves and pieced side panels. Premium performance birds-eye fabric provides advanced moisture wicking and has an anti-microbial treatment. Double-needle tailoring, locker panel and neckline accent taping complete the details. The long-sleeve version is in full European Carp Pattern. Cool and comfortable, it also boasts technical benefits including advanced moisture-

wicking, anti-microbial and Quick-Dry technology. It has a ribbed knit collar and matching cuff, double-needle stitching and an easy-wearing, slightly oversized cut. Look for a broader selection in this great pattern coming in 2015.

CONTACT Tel: +1 920 757 1188 Web: www.ﬁshouﬂage.com

GLACIERGLOVEADDSNEW ‘SUNGLOVE’FOR2015 Glacier Glove has announced the

INTERNATIONAL LICENSING OPPORTUNITIES FOR EXCEPTIONAL BRANDS Phone (920) 757-1188 www.fishouflage.com

release of its latest sun glove, the Islamorada. The Reno, Nevada-based neoprene glove manufacturer says that its latest item of clothing is perfect for ﬁshing during hot summer days. It boasts a partial synthetic leather palm, an extended cuff and longer ﬁngers for enhanced protection. The glove is also breathable and quick-drying. Glacier adds that it has made a commitment to upgrade all

its sun products to 50+UPF, which is the maximum protection available. The gloves, which will be available in 2015, come in sizes small to extra large and will retail at $22.99.

CONTACT Tel: +1 775 825 6544 Email: paolo@glacierglove.com Web: www.glacierglove.com 34

angling-international.com September 2014

STORMRENJOYSGROWTH The US clothing brand STORMR® came of age at ICAST when its Fusion jacket and bib series was recognised in the show’s New Product Showcase. The New Jersey company introduced its range in 2012 and has experienced rapid growth as word of mouth has spread the popularity of its clothing. “We have only been in the industry for a few years, so it is gratifying to know that our colleagues see us as innovators,” said STORMR Brand Manager Nick Lassor. The Fusion Series of jacket and bibs uses VAPR Tech (Variable-stretch Advanced Performance Raingear) to create windproof, waterproof and breathable shells with high-stretch neoprene panels for easier of movement. “I have always struggled wear-

ing traditional bibs,” said two-times B.A.S.S. winner Jeremy Starks. “When you have to wear them for several days they can pull on your shoulders and kill your back. The STORMR suit, with its strategically placed neoprene, means you don’t feel any of that.”

FISHOUFLAGE® CARP THE FISHERMEN’S CAMO

Nick Lassor is pictured at ICAST with the award-winning Fusion jacket and bib series.

CONTACT Tel: +1 856 825 4771 Email: nick@stormrusa.com Web: www.stormrusa.com

SIMMSISA WINNERFROM HEADTOTOE Award winners: the RiverTek™ Boa® Boot and G4 Pro™ Jacket.

Simms Fishing Products emphasised its strength in the fly fishing apparel sector with seven awards at this year’s IFTD show in Orlando. A long-time leader in fishing wader innovation, Simms’s Freestone® line took both the men and women’s awards at IFTD with its Stockingfoot series. All feature four-layer Toray® fabric technology and the company’s patented front and back centre seam design for comfortable wading in any environment. Another stand-out winner was the latest G4 Pro™ Jacket. Described as the company’s most advanced wading jacket, it features a lighter GORE-TEX® Pro Shell fabric. “The new Fall line of gear – headlined by the new G4 Pro Jacket – is truly meant for anglers to fish without regard to the weather,” said Brandan Hill, Senior Director of Product. Also among the winners was the RiverTek™ Boa® Boot featuring the Boa closure system.

INTERNATIONAL LICENSING OPPORTUNITIES FOR EXCEPTIONAL BRANDS Phone (920) 757-1188 www.fishouflage.com

CONTACT Tel: +1 406 585 3557 Web: www.simmsﬁshing.com September 2014 angling-international.com

tackle market! Tel: +86-10-58203101/02/03 - Fax: +86-10-58203100 E-mail: Lijiang@chinafish.cn - www.cgcexpo.com

CLOTHING SPECIAL I N S I G H T > A N A LY S I S >

COLUMBIATARGETSEUROPE WITHHI-TECHOUTERWEAR Fishing has been an integral part of Columbia’s DNA since the company was founded in 1938. Named after the river near its home in Portland, Oregon and based on the simple premise that ‘success comes to people who try stuff’, Columbia has in the intervening years become a global brand known for its apparel, footwear and accessories. The technologies behind the Performance Fishing Gear (PFG) line, soon to be introduced into Europe, have helped define today’s apparel category. From fabrics with sweat-activated cooling systems to footwear that drains and vents, Columbia continues to introduce performance features that enhance its reputation for innovation. Henry’s Fork Vest, first introduced in 1960, has remained a favourite among fishermen and was named best fly fishing accessory at the ICAST trade show as recently as last year. A more recent innovation, the Airgill Chill Zero shirt, won the show’s best apparel award the previous year. In total, the European PFG Spring

2015 apparel line will consist of 44 sportswear styles, five outerwear styles and nine accessory styles. Among the highlight products due for launch are the Airgill Chill Zero LS shirt, which reacts with sweat to lower the temperature of the material, and the Terminal Tackle Hoodie, made from a lightweight fabric that offers UPF50 sun protection. Columbia describes its Super Bonehead Classic SS shirt as its ‘classic fishing garment’. It features four hook and loop fly box pockets, a tool holder and utility loop and a rod holder that frees up the hands. The memorablynamed Blood N Guts SS shirt is a more versatile shirt made from a fabric that resists stain and smells. Headlining Columbia’s footwear range is the Megavent PFG, which features a ventilated upper and a patented Techlite midsole that drains and vents. The shoe’s upper repels stains and the outsole is designed for traction on slippery surfaces. Columbia is a division of Columbia Sportswear, which sells its products in around 100 countries. It also owns outdoor brands Mountain Hardwear, Sorel, Montrail and OutDry.

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CONTACT Tel: +1 503 985 1749 Email: ktonkin@columbia.com Web: www.columbia.com

DESIGNFISHINGLOOKS BEYONDTACKLESECTORS Design Fishing, one of Europe’s top tackle manufacturers, is also a maker of a comprehensive range of apparel for anglers. Among its top quality line-up is the Dragon ComfortZone® Jacket which features ComfortWindARMOR™, a new generation of ga soft shell-type fabric. With its high breathability, it protects against all the elements and is easy to clean. The Polish-based manufacturer also makes KA-11 – a series of Team Dragon vests which uses the innovative Nylon Taslon fabric. This gives it enhanced breathability. It is also light, easy to clean and does not scuff easily. The vests are equipped with durable zippers with the largest of the ten pockets big enough to accommodate a box of lures. CONTACT Tel: +48 52 326 8014 / 8015 Email: export@ﬁrmadragon.pl Web: www.dragon-ﬁshing.com

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CLOTHING SPECIAL I N S I G H T > A N A LY S I S > T R A D E N E W S

Frabill lines up its latest world beating I-Series If Frabill made racing cars, they would be F1 winners, bristling with high spec yet with the luxurious feel of a top-of-the-range Ferrari road car. For proof, Frabill is introducing its I-Series, the company’s most highly engineered and fitted line-up yet.

rabill did not invent ice fishing apparel, but the company says that it has taken the category to the Ferrari class. It adds that it is ‘throwing gas’ on its progressive flame for ice fishing in 2015. The incendiary result is the I-Series, a four-suit range of the most highly engineered, best fitted and fully featured ice fishing apparel to ever walk the frozen surfaces. Frabill, a champion of specialisation, again challenged elite apparel designer Chris Leonard to produce something better and stronger – to outpace his own designs that were already the finest garments available. And, to no surprise, Leonard first tackled fit and feel. “The cornerstone of Frabill apparel is fit,” said Leonard. Insulating is easy. So is packing a jacket with pockets and slapping on racing stripes. Offering exceptional thermal properties while simultaneously giving that groomsman, tape-measured fit and worn jeans feel? Now that is something only Frabill has been able to achieve in ice fishing outerwear. And the new Frabill I-Series suits are the finest fitted yet. “I could take this opportunity to rattle off threesyllable words that describe the elements of I-Series, but I’ll be much more matter-of-fact. Go to the store. “Try on a Frabill I-Series. Then take it off and try on one of the others. Put ours back on and I am confident you will feel the difference. “Ergonomic fishing design is something you really need to feel.” Leonard adds that the ‘beautiful’ fit is achieved through masterful couture. However, says Frabill, you cannot discount the patented technologies and the ‘fancy three-syllable words’ that define the overall performance of the I-Series. Frabill adds: “Take the ‘matchless’ Frabill I-5 – conclusively the most highly engineered outerwear fishing has ever seen. It features a faultless waterproof, windproof and breathable Cordura® rip-stop shell with 100% sealed seams. And that only covers the baseline shell fabric. From there technology, features and ice fishing-specific performance race towards the finish line. “While the Frabill I-5 raises the cup, its team-mates, the I-4, I-3 and I-2, are champions in their respective classes. The Frabill I-Series covers the field – individual models standing out as clear winners from the beginning price points all the way to pro class.”

The Frabill I-Series suits are full of spec but, most of all, are ﬁtted for comfort, no matter who’s wearing them.

angling-international.com September 2014

I-3 Jacket

• Waterproof, windproof, breathable 300 denier nylon taslon shell, 100% seam-sealed; • 3M™ Thinsulate™ insulation weighing 150g; • Frabill Self-Rescue Feature Set; • Frabill Self-Rescue Ice Pick Set; • Frabill ice fishing-specific ergonomic design; • Adjustable hood with sun visor; • Hand warmer pockets with tricot lining; • Multiple cargo pockets plus internal electronics pocket; • 3M™ Scotchlite™ reflective material.

I-3 Bib

• Waterproof, windproof, breathable 300 denier nylon taslon shell, 100% seam-sealed, YKK zippers; • 500 denier nylon reinforced knees and pant cuffs; • 3M™ Thinsulate insulation weighing 150g; • Self-Rescue Feature Set; • Frabill ice fishing-specific ergonomic design; • Full elastic shoulder straps with cam lock buckles; • Internal knee and seat padding; • Hand warmer pockets with tricot lining; • Zipper vents for temperature regulation; • Multiple cargo pockets; • 3M™ Scotchlite™ reflective material.

I-3 I-3

I-5 Jacket

I-5

• Waterproof, windproof, breathable Cordura rip-stop nylon shell, 100% seam-sealed; • Nylon-aramid reinforced elbows and forearms; • 3-in-1 jacket design, removable mid-layer jacket with 3M™ Thinsulate™ weighing 150g; • Frabill Self-Rescue Feature Set: ice pick holsters, Frabill Ice Safety Internal Label, drainage mesh; • Adjustable, removable hood with sun visor; • Hand warmer pockets with tricot lining; • Zipper vents for temperature regulation; • Pleated, expanding back; • Multiple cargo pockets, plus internal electronics pocket; • 3M™ Scotchlite™ reﬂective material.

I-5 Bib

• Waterproof, windproof, breathable Cordura rip-stop nylon shell, 100% seam-sealed; • YKK zippers; • Nylon aramid reinforced knees and pant cuffs; • Removable mid-layer pant with 3M™ Thinsulate™ weighing 150g; • Frabill Self-Rescue Feature Set; • Frabill ice fishing-specific ergonomic design; • Full elastic shoulder straps with cam lock buckles; • Internal knee and seat padding; • Hand warmer pockets with tricot lining; • Zipper vents for temperature regulation; • Extended knee/upper shin pads; • Internal boot gators; • Multiple cargo pockets; • 3M™ Scotchlite™ reflective material.

I-2 Jacket

• Waterproof, windproof, breathable 300 denier nylon taslan shell, 100% seam-sealed; • Fleece lining in torso, tricot in sleeves; • Frabill Self-Rescue Feature Set; • Frabill Self-Rescue Ice Pick Set; • Frabill ice fishing-specific ergonomic design; • Adjustable hood with visor; • Hand warmer pockets with tricot lining; • Multiple cargo pockets, plus internal electronics pocket; • 3M™ Scotchlite™ reflective material.

I-2 Bib

• Waterproof, windproof, breathable 300 denier nylon taslan shell, 100% seam-sealed; • YKK zippers; • 500 denier nylon reinforced knees and pant cuffs; • Tricot lining; • Frabill Self-Rescue Feature Set; • Frabill ice fishing-specific ergonomic design; • Full elastic shoulder straps with cam lock buckles; • Internal knee and seat padding; • Hand warmer pockets with tricot lining; • Zipper vents for temperature regulation; • Multiple cargo pockets; • 3M™ Scotchlite™ reflective material.

I-2 I-2 I-4

I-4 Jacket

• Waterproof, windproof, breathable 300 denier nylon Oxford shell, 100% seam sealed; • 500 denier nylon reinforced elbows; • 3M™ Thinsulate™ insulation weighing 150g; • Frabill Self-Rescue Feature Set; • Frabill Self Rescue ice pick set; • Frabill ice fishing-specific ergonomic design; • Adjustable hood with sun visor; • Hand warmer pockets with tricot lining; • Multiple cargo pockets, plus internal electronics pocket; • 3M™ Scotchlite™ reflective material.

I-4 Bib

• Waterproof, windproof, breathable 300 denier nylon Oxford shell, 100% seam-sealed, YKK zippers; • 500 denier nylon reinforced knees and pant cuffs; • 3M™ Thinsulate™ insulation weighing 150g; • Frabill Self-Rescue Feature Set; • Frabill ice fishing-specific ergonomic design; • Full elastic shoulder straps with cam lock buckles; • Internal knee and seat padding; • Hand warmer pockets with tricot lining; • Zipper vents for temperature regulation; • Multiple cargo pockets; • Extended knee/upper shin pads; • 3M™ Scotchlite™ reflective material.

CONTACT Tel: +1 262 677 4740 Email: service@frabill.com Web: www.frabill.com

September 2014 angling-international.com

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COMPANY C CO O MP M PA PA AN N NY Y FO FOCUS F O CU OC CU US S I N S I G H T > A N A LY S I S > T R A D E N E W S

ANDA Sport brings its groundbreaking app and bite indicator to market A year on from an explosive launch at EFTTEX, the ANDA Sport bite indicator is now in full production. It’s all systems go, says company owner and chief developer Zeljko Miskatovic as he steps up his search for webshops and distributors.

Above: Abo ve: the the ANDA ANDA Sport Sport bite bite indi iindicator ndicat cator or which is now available for delivery to shops.

t has been described as the app that will change bite indicators forever – and now anglers can finally get their hands on it. The ANDA Sport Bite Indicator and smartphone app impressed visitors at EFTTEX in Vienna last year, winning the Best Accessory in the Angling International-sponsored Best New Product Awards. Since those intoxicating days at its first-ever show, ANDA Sport’s owner and chief developer Zeljko Miskatovic has been working hard behind the scenes setting up the infrastructure to ensure that the company can meet expected demand for the groundbreaking product. Miskatovic has also finalised agreements to have the app available in the App Store and an Android version on Google Play. A delighted Miskatovic told Remember the Angling International: “It is brand: ANDA all systems go. Everything is Sport has the now in place for the company potential for big sales in Europe. to start selling the product across Europe. “A year ago when we introduced it to the market we had nothing to sell. I have worked hard over the last 12 months to make sure that everything is in place. We have the ability to make fast deliveries of up to 1,000 pieces and have just set up a partnership with a company in Croatia that will handle assembly of the products. “Now we are ready to take orders and start to build up a strong distribution network.”

Miskatovic also revealed that ANDA has appointed a sales and export manager who will oversee the operation and look to appoint distributors for the brand. “In 2013 we made contact with over 50 retailers and distributors who expressed an interest in becoming Zeljko Miskatovic: our partners. They come from all says ‘everything is in place’ to begin over western European plus Ukraine, selling the bite Kazakhstan, Russia, Turkey, Israel and indicator and app. South Africa. We will be looking to convert those inquiries into deals.” ANDA appointed its first distributor in Miskatovic’s home country of Croatia earlier this year. “In the next six months we will be looking to sell up to 5,000 products and build from there,” he added. The company’s optimism is not misplaced if sales from its own webshop are any indication. Within the first four days of its launch – and without any advertising, marketing or promotion – ANDA sold 30 pieces. “We know that the demands is there,” added Miskatovic. “We just need to get the message across to distributors and retailers.” What really excites Miskatovic is that the ANDA app can be continuously updated to allow the user’s smartphone to connect with other electronic devices. Already ANDA is in the process of developing an update which will allow anglers to remotely control a GoPro camera and view footage of fights with fish as they happen. When the bite indicator detects a bite, camera coverage kicks in. Says Miskatovic: “It is a great addition that will prove really popular

angling-international.com September 2014

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ANDA Sport Bite Indicator and app: how it works Two years in development, the smartphone app and bite indicator work together to give significant advantages over other remote alarms thanks to the quality of information that is fed back to the angler. The app not only sounds an alarm when there is a bite, it gives real time reports of the angle of the rod in the mount, including changes over time. It also incorporates a highly sensitive drop bite indicator. Developer Zeljko Miskatovic says anglers fishing overnight will especially appreciate this feature. “You can go to sleep in your bivvy knowing you won’t miss any opportunity of a big fish,” he says. The app harnesses Bluetooth technology that can control up to four indicators at any one time at a distance of up to 50 metres. As well as improving catches, it also enhances security. With the app switched on, your phone overrides the on/off functions of the bite indicators, meaning a thief cannot disable the power before attempting to steal your tackle. The device has patents in both Europe and North America.

Ideal combination: the smartphone app (screenshots shown top of page) and the ANDA bite indicator, which is now in full production and is delivered to customers in a German-made protective case for added protection.

with anglers. But this is just the start – we are introducing a new concept in ﬁshing. The possibilities with the app are endless, unlike with standard hardware which can only perform its original task. Anglers only need to buy the app, and as updates are developed they will ﬁnd they are remotely controlling all kinds of angling electronics.” Miskatovic is promising more new products and a few surprises at next year’s EFTTEX in Warsaw as his growing company continues to develop its smartphone app technology. Although reluctant to go into too many details, he said: “We will have some exciting new developments to showcase. “We see more potential in the technology than just bite indicators and I am working on a number of ideas now.”

WANT TO TALK TO ANDA? > Tel: +49 89 360 90689 > Email: info@anda-sport.de > Web: www.anda-sport.de

September 2014 angling-international.com

COMPANY FOCUS I N S I G H T > A N A LY S I S > T R A D E N E W S

Old Town keeps up the pace with NEXT Need reasons to stock the NEXT paddlecraft? The multi-award winning Old Town says its latest launch will add new levels of fun, versatility and freedom for outdoor enthusiasts and anglers alike. How’s that for extra xtra sales leads?

David Hadden shows oﬀ the NEXT to consumers at the Summer OR demo day.

ld Town Canoes & Kayaks, one of the oldest brands in the paddlesports industry, has launched what it describes as the next generation of personal watercraft. The Johnson Outdoors company, a master of innovation with three ICAST awards in the last two years – including the crème de la crème accolade, Best of Show, in Orlando in July – is refusing to take a breather and instead is introducing the groundbreaking NEXT. The latest offering from Old Town made its bow at last month’s Outdoor Retailer Summer Market in Salt Lake City, and is described as a craft that has married all the best assets of a canoe and kayak to create a totally new concept. Luke LaBree, Johnson Watercraft Marketing Communication Manager, told Angling International: “NEXT is exciting, fresh, vibrant and totally new – in both design and end use. It is a craft that is intended to bring fun to the water. This epitomises how the company with the longest history in paddlesports delivers the next generation of personal watercraft. “It brings to the consumer a fresh and new spin on an exciting and new category of paddlesport boats. It combines the performance, handling and personal connection to the water of a kayak with the comfort, hauling capacity and conﬁdence of a canoe.” LaBree added that the name of the craft perfectly sums up what it represents – the future of a new paddlesports category and a new generation of boats for a new generation of paddlers. “It is also gender neutral enough to appeal to both sexes, but still edgy enough to strike a chord of excitement. “The vision for NEXT is to establish a personal connection, a sense of pride and an overall ability to achieve one’s goals. It is an opportunity to invite outdoor enthusiasts into – or back – to paddlesports. “Everyone we have shown it to absolutely loves it. At the OR show people relished the bright new colours and they enjoyed the boating element. Those that had

angling-international.com September 2014

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• Li Lightweight Lightw Ligh ghtw tweigh twei eigh ghtt an and d easy easy too use us • Fast Fast and and fun fun • Co Comfortable Comf mforta mfor ortabl orta table tabl ble • Ea Easy sy too transport tr transp tran ansp sport spor ort • Delivers De Delive Deli livers vers rs a feeling ffee feeli eeling ling ng of of safety sa safe fety ty • Plenty Pl Plen enty ty of of accessible access acce ac cessib cess ssible ssib ible le space spa space ce for for gear, gea gear,r, pets pet petss and and children ch childr chil ildr dren en • Offers relaxation Offe Of fers rs personal p perso ersona ersona erso sonal nall time time on on the the water wate waterr for for escape escape esca pe and and rel relax relax elaxat axatio axat ation ion n a chance to test it on the water came back to shore grinning from ear to ear. It is intended to give people enjoyment on the water – be it fishing, watching the sunset or just paddling – and judging by results it certainly does that. “Built upon the three-layer process that Old Town own was first to patent, and pulling in our ur newest innovations – including thee Element seating system – only Old Town, with its experience, could have created a boat like this. “With bold ld colours, clean lines and just the right ht set of features, this boat cannot be ignored. It represents the he culmination of years of experience ce in one personal watercraft.” Although NEXT has not been specifically designed for anglers, LaBree says that it is ideally suited for fishermen. men. “The fishing applications are similar milar to

Unmistakeable: the Old Town NEXT is available in four vibrant colours including orange and purple.

Features and spec

How NEXT measures up

• Pronounced tumblehome and lower proﬁle for easier paddling; • Three-layer hull features subtle rocker for smooth tracking; • Element™ seating system offers enhanced comfort and performance; e; • Open cockpit design; • Available in four colours; • Dimensions: 13ft (L), 29ins (W); • Material: three-layer polypropylene; Anglerss will • Weight: 49lb, Seat width: 21ins, Boat capacity: 450lb; appreciate iate the • Paddle: Made of ﬁbre glass reinforced polypropylene; space for their length options: 220/230/240cm; weight: 39.8oz (220cm). gear, says Luke LaBree. aBree.

the experience you get in sit-inside kayaks, and with the Element seat, all-day comfort is built right in. You can clip p a rod holder onto the vessel and it has plenty of room for or your gear without being crowded. “Consumer research told us loud and clear that today’s ’s consumers really express themselves through the products ucts they align themselves with. While other companies have marketed their spin on hybrid watercraft, we feel conﬁdent that the NEXT personal watercraft is something our customers will really identify with.” Lightweight and easy to paddle, the NEXT is built for the adventurous and independent of spirit. It has a pronounced pr tumblehome design which reduces the amount of reach required when paddling, improving paddling pa ability for both the two-bladed and traditional single-blade si paddler. It has a slim proﬁle and sits low to the th water wa to reduce drag. The hull of the boat includes a subtle rocker ro for straight, smooth tracking. To learn more and to view the video overview visit www.paddlenext.com.

WANT TO TALK TO JOHNSON WATERCRAFT? > Tel: +1 207 817 5144 > Email: LukeLaBree@oldtowncanoe.com > Web: www.johnsonoutdoors.com

September 2014 angling-international.com

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GAME CHANGER. Introducing the Predator XL, a game-changing ﬁshing kayak that takes “hands free” to a whole new level. Featuring a combined Minn Kota™ motor and foot controlled rudder system, you can work the shoreline like a tournament angler – moving and casting at every dock, stump or overhanging limb without taking your hands off the rod to reposition your boat. The Predator XL - hands free is your calling.

SEE THE NEXT EVOLUTION OF FISHING KAYAKS AT PREDATORKAYAK.COM/XL