Rapala invests in carp fishing
Dynamite Baits Carp fishing is popular for instance in Asia. Rapala intends to utilize its extensive marketing network help the British market leader Dynamite to become a worldwide leader in carp fishing equipment.Dynamite is the English market leader in high quality carp baits with a high market share in the carp bait and lure market also in several other European countries. In 2009 Dynamite's annual turnover was approximately 7.9 million euro, fifth of which was generated from sales outside of England.
– We intend to bring Dynamite's quality brand to worldwide distribution through the our group's marketing network, in addition to which we will expand Dynamite's product range. Through this acquisition we will be able to offer carp fishers not only baits, but also hooks, fisherman's tools, small accessories and fishing lines. In addition to this, the distribution of the group's other products will be transferred to Dynamite, says Rapala CEO Jorma Kasslin.
– Dynamite's traditionally important quality products and customer service will continue and Dynamite will benefit significantly from the distribution and product synergies as part of Rapala, tells the company's former majority share holder Marcus Twidale, who will continue as the Managing Director of Dynamite also after the acquisition.
The acquisition will strengthen Rapala's position in the growing European carp market. Carp fishing is the fastest growing marketing segmet in European sport fishing.
www.rapalaworld.com
www.dynamitebaits.com
MT
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