Angling International Magazine - April 2011 - 39

GLOBAL SOLUTIONSFLUOROCARBON - NYLON - BRAIDED PE

ASSO: FOR SPORT & COMMERCIAL FISHING

PRIVATE BRANDS (OEM)

BULK SPOOLS FOR RE-SPOOLING

PARALLEL WINDING TECHNOLOGY

NG

GRUPPO DP) ' * "2 ! * . 3 % ! , ' - +

'(-0/'.2 & !+ !02 1 .+ !.2 )'*"2030#$

www.gruppodp.com

AIRRUS RODRESURRECTED

Italian companyrelaunches iconic brand

Essential reading for buyers in the tackle trade

April 2011 Issue 39

n companynches iconic brand

ybrand iconic relaunches

y

Online at angling-international.com

LINESSPECIALISSUE

We are currently

selecting reps in the

UK and Ireland.

Candidates should

send their CV to

[email protected]

NOWMAILED TO

11,000+BUSINESSES

AROUND THE

WORLD

PURE FISHINGLINE SENSATION

The launch that couldchange everything p38

Essential reading for buyers in the tackle trade

April 2011 Issue 39

aunch that couldge everything p388

Online at angling-international.com

LINESPECIAL38

NOWMAILED TO

11,000+BUSINESSES

AROUND THE

WORLD

GLOBALTRADE NEWSStrike Wire provesits strengthEFTTEX Award winner headsour Lines Special p35

p67

EFTTA introducesentrance feeThe money will be used to fundits lobbying work p8

AIRRUS RODBRAND RETURNSThe Airrus rod brand – four-

time winner of ICAST’sBest of Show Award in therods category – is makinga comeback. Airrus was

purchased earlier this year by Italiandistributor Bass and Pike Tackle fromTexan company Castaway and the newowners have now appointed TrophyTechnologies, owner of brandsincluding Reaction Strike and Castaic,as sole distributor in the US.

A new version of the renownedPuls-R model is planned for release intime for ICAST 2011 in July.

The two companies are already con-nected – as Bass and Pike distributesCastaic in Italy and is one of TrophyTechnologies’ largest customers.

“Airrus bass rods are absolutely thestrongest, most sensitive and probablythe best performing rods in each ofthe price categories in which theycompete,” said Trophy Technologiesco-owner Rick Quade.

“In the relatively short period oftime Airrus has been in the industry,it has secured a position as a leader intechnology and innovation.”

Fellow owner Kris Reibel added:“The owners are developing acollaboration with a leading designerand if they get the right guy thepotential becomes huge. It will be asubstantial piece of business.

“We have been looking at the bassmarket for a couple of years but havelearned that working with an estab-lished product can be better than tryingto establish your own brand.”

Airrrus was founded by Ken Whiting

as Sirrus in2002, butchanged itsname aftera trademarkdispute withShakespearethe followingyear. Airrusrods were thefirst to useSpectra fibres

found in bodyarmour and carbon fibre nanotubeswhich are now used by the biggestnames in the rod manufacturingindustry.

With validation through the ICASTawards and a reputation for qualitycustomer service, Airrus developed intoa strong brand, but insufficient start-upcapital forced Ken Whiting to look fora buyer. Airrus was sold to Castaway in2003 and Whiting carried on as Presi-dent until 2007 when he joined E21.

Airrus has been out of the limelightfor several years under Castaway’sownership but new owners Bass andPike Tackle, a former distributor of thebrand, plan to return it to its former glory.

“The Airrus technology and market-ing effort have been neglected,” saidBass and Pike owner Francesco Dotto.“Ironically, Castaway never used theAirrus technology because of thecomplicated production processes. Butthe reputation remains intact. We planto combine US technology with Italiandesign philosophy and high quality butaffordable production in China to producethe Ferrari of the fishing rod market.

“The US will be the main market andwe are delighted to be collaboratingwith Trophy Technologies, one ofAmerica’s fastest growing companies.

“Of all the US bass rods, Airrus isthe only one that can be successfuloutside of the US because it combinesperformance with strong technologicalidentity. We are currently in discussionsto distribute the rods in Japan.”

Asked what he thought was the bestrod he ever designed, Ken Whitingreplied: “It would have to be the Puls-r.The design was ahead of its time andthe aesthetics were extremely appealing.I would have to assume that it is stillselling well.”

All the original Airrus rods werebuilt in China. After the purchase byCastaway some rods were assembledin Texas but the bulk of manufacturinghas remained in China.

COMMUNIQUÉ continued on page 8 >

New productsyou can stock

China Fish entersa new eraWhy the 2011 show representsa turning-point in its history p32

The dynamic companies looking for

your business in 2011 Starts p35

Patrick Sébile has revealed to AnglingInternational why he decided to sell hiselite lure brand to Pure Fishing – and howhe chose the giant US business overiconic lure manufacturer Rapala.

Angling International was the onlyinternational trade magazine to reportlast month on the acquisition – and hasnow conducted a candid and fascinatinginterview with Sébile himself.

The charismatic Frenchman, whoselures won eight awards at the world’s majortrade shows in 2010, says that the needfor greater investment, the opportunity toaccelerate the growth of the brand andaccess to new technologies were amongthe key reasons behind his decision to sell.

Now read the full interview on page 18 >

New owner: FrancescoDotto of Italian companyBass and Pike Tackle.

SEBILE: ‘I TURNED DOWN RAPALA’

B

EST NEW

B

RAIDED LI

N

E

WINNER

Angling International April 20116

MAGAZINE CREDITS

APRIL 2011

Looking through this news-packed issue of AnglingInternational it would behard to make a case thatthe industry is having the

tough time that it is supposed to be.Jarden reports an ‘outstanding

year’, with its angling business, PureFishing, clearly in acquisitive mood.Rapala too has enjoyed huge successwith a 36% increase year-on-year and,if newspaper reports from Norwayare accurate, is casting hungry lookstowards Mustad. US retail chain Cab-ela’s also reports trading increases.

Meanwhile, shows all around theworld are celebrating strong growth.While looking ahead, EFTTEX is soldout and the IFTD show is anticipat-ing its ‘biggest show for years’.

Add to this a whole raft of linecompanies looking excitedly ahead inour annual Lines Feature and it cer-tainly doesn’t sound like an industryon its knees.

Some of the names I’ve mentionedare of course industry heavyweights,but there are lots of small to mediumsized companies that are doingwell too. The truth is that at timeslike these imaginative, pro-activebusinesses come to the fore at theexpense of those content to ploughthe same furrow.

There’s evidence aplenty in thisissue of companies of all shapes andsizes recognising that innovationand creative marketing will get theirrewards.

Many of these stories are reported

first and exclusively in Angling Inter-national as the magazine continuesto establish a reputation for customerservice and accurate editorial. That isperhaps one of the reasons why wewelcome a further nine new advertis-ers to this issue (following the tenthat joined the magazine last issue).

If you want to be part of theAngling International success storycontact US National Sales ManagerStuart Pavlik or International Com-mercial Director Lucie Henton todiscuss the opportunities. See theircontact details below.

Mel [email protected]

• Publishing editor: Mel Bagnall; [email protected] +44 (0)1733 392 977 • Assistant Editor: Anthony Hawkswell; [email protected]• Editorial director: Rob Carter; [email protected] • Art Director: Keely Docherty-Lee; [email protected]• Designer: Kate Holt • Database Manager: Graham Goor; [email protected]• Subscription enquiries: [email protected] • Colour reproduction: AT Graphics UK Ltd, Peterborough

Angling International magazine is published by Top Corner Editorial and Design Limited. 4 Milnyard Square, Bakewell Road, Orton Southgate, Peterborough Cambridgeshire,United Kingdom, PE2 6GX • International Commercial Director: Lucie Henton; [email protected]; Tel. +44 7825 999230; Skype. lpetrickova• U.S. National Sales Manager: Stuart Pavlik; [email protected]; Tel. 561-627-2520 direct; Skype. stuart.pavlik

•THANKS THIS ISSUE GO TO: Bjorn Erik Berntsen, Stephanie Bonnamour, Fanny Champlon, Angela Coe, Tony Conte, David Dinsmore, Ken Doncaster, Graham Goor, Scott Hed, Hilary at China Fish,Kate Holt, Bram Jacobs, Mischa Jones, Simon Kidd, Rasmus Oveson, Sarah Ryser, Linda Saunders, Leif Stavmo, Anders Thomassen, Therese Veale, Austin Wang, Ken Whiting.●Nopartofthismagazinemaybereproducedwithoutthepermissionofthepublisher.Themagazineassumesnoresponsibilityforthesafetyofcontributions,althoughallreasonablecarewillbetaken.

Benvenuto,BienvenidaBienvenue,Willkommen

Meet the makers of Angling International...

ROB CARTER, EDITORIAL DIRECTORRob began his career writing for and editing specialistconsumer magazines in the UK (including Match foot-ball magazine, Fore! golf magazine and Trout Fisher-man) before being appointed editor-in-chief of Emap’scontractpublishingdepartment.He is a founder director ofTop Corner, the publishers of Angling International.

KEELY DOCHERTY-LEE, ART DIRECTORAs Top Corner’s art director and co-founder, Keely has16 years’ design experience, and a proven record ofproducing successful ad campaigns, brochures anddirect mail. She has worked with many angling clientsand today leads the design team on Angling Interna-tional, managing the editorial production of each issue.

LUCIE HENTON,INTERNATIONAL COMMERCIAL DIRECTORLucie can call upon 11 years’ experience of deliver-ing commercial solutions for angling clients. Czech-born, she is also familiar with other eastern Europeanlanguages. Call her to discuss your advertising andmarketing needs.

MEL BAGNALL, PUBLISHING EDITORMel’s vast experience in the angling industry includessix years as the publisher of UK company Emap’sangling business. He began his career on AnglingTimes where he was reporter, feature writer, subeditor and news editor. He has worked in magazines formore than 39 years.

ANTHONY HAWKSWELL, ASSISTANT EDITORAnthony is an experienced news editor with a strongbackground in angling journalism, having worked asNews Editor on the UK’s leading angling weekly news-paper, Angling Times. His background also includestime spent editing a national business-to-businesstitle in the UK.

STUART PAVLIK, US NATIONAL SALES MANAGERStuart is based in North Palm Beach, Florida where hemanages the accounts of Angling International’s USand Canadian clients. An avid fisherman with advertis-ing experience gained at Florida Sportsman, Stuart hasa strong understanding of worldwide fishing from histenure at IGFA and from extensive travel.

8 Angling International April 2011

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

COMMUNIQUÉ

Charging an entrance fee for EFTTEXwill boost EFTTA’s lobbying power,which in turn will help safeguard thefuture of the industry, the Association’sCEO Jean-Claude Bel has told Angling

International. EFTTA announced the reintroductionof entrance fees to its keynote show last month.

The entrance fees will be reintroduced withimmediate effect starting at this year’s show inAmsterdam in June. The money raised will be usedto boost EFTTA’s lobbying work in Brussels.

Said Jean Claude Bel: “EFTTEX has never actuallybeen an entirely free show. Some years ago weintroduced free online pre-registration to boost visitornumbers. That didn’t actually drive up visitors by asignificant amount, and instead it had the effect of

driving down revenue from the show. So we aremaking a change and no one should be too surprised.

“Lobbying is a crucial part of what EFTTA does, wehave been stressing that for some time now. But tobe a success, we need to show strength in numbers.So, from this year, every company that pays a smallfee to enter the show will automatically be registeredas a Supporting Member of EFTTA. Immediately wewill be a trade association with over 2,000 membersrather than 300, making EFTTA truly representativeand more powerful as an organisation.”

Retailers that pre-register for entry to EFTTEX be-fore May 30th will be charged ten euros, wholesalers20 euros and manufacturers 120 euros. Entrance feeson the day will be 30 euros, 50 euros and 150 euros.Jean-Claude Bel believes the number and quality of

visitors will be unaffected by the fees, which are inline with those charged at smaller national shows andless than other international shows.

“I don’t think the fees will change anything,” headded. “For retailers and wholesalers, the fees are atthe same level as national shows around Europe, andeverybody accepts them.

“We have kept the fees to a minimum for buyers,and entry is still free for the Press and for full EFTTAmembers. They are higher for non-exhibiting manu-facturers as they are coming to sell rather than to buy.We think that‘s entirely fair.

“We are still cheaper than comparable Americantrade shows,” he added. “The right buyers will stillcome. Nobody that seriously wants to do businesswill be put off by these fees.”

EFTTEX ENTRY FEE ‘TOPAY FOR LOBBYING’

Survey reveals the favourite US brands of 2010The 2010 list of America’s favourite fishing brands –compiled by Southwick Associates – shows that in 14of the 19 categories the same companies retained theirpositions when compared to the previous year.

These include Shakespeare, Rapala and Rio whoeach had two category entries. Idaho Falls-based Riohad one placing in the 2009 listing – being named asthe Top Fly Leader brand with 28.4% of all purchases.

Now it has added the Top Fly Brand (32.1%) to Top FlyLeader brand, which it increased to 31.2% of all purchases.

Newcomers to the list are: Water Gremlin (TopSinker brand), LL Bean (Top Fly Rod brand), Pfleuger(Top Fly Combo) and Wapsi (Top Fly Tying Material).

The research was conducted through SouthwickAssociates’ AnglerSurvey.com and was compiled from31,082 internet surveys completed by anglers.

The results also revealed that largemouth bass remainsthe number one targeted species of freshwater fish inthe US, 48% anglers making it their number one goal.

Saltwater fishing was more varied with 24% oftrips targeting any fish that bites, followed by stripedbass (23%), redfish/red drum, channel bass (23%),spotted trout (20%) and flounder (19%).

THE FULL LIST FOR 2010

Top rod brand: Shakespeare (12%)Top reel brand: Shimano (19.4%)Top rod and reel combo: Shakespeare (23.6%)Top fishing line producer: Berkley (12.8%)Top hard bait brand: Rapala (25.7%)Top soft bait brand: Zoom (13.3%)Top spinner bait brand: Strike King (16.7%)Top hook brand: Eagle Claw and Lazer Sharp (28%)Top sinker brand: Generic (29.7%) Water Gremlin (12%)Top fly rod brand: LL Bean (25.6%)Top fly reel brand: Orvis (17.5%)Top fly combo brand: Pfleuger (6.5%)

Top fly line brand: Rio (32.1%)Top fly leader brand: Rio (31.2%)Top fly tying material brand: Wapsi (14%)Top fish finder or sonar brand: Humminbird (34.7%)Top tackle box brand: Plano (45.5%)Top landing net brand: Frabill (33.4%)Top fishing knife brand: Rapala (22.4%)

* According to AnglerSurvey.com access to fishing areasis a problem that affects one in five anglers. Concernsvary from fishing conditions to boat ramp closures andlimited pubic right of entry points.

“These closures impact not only anglers, butbusinesses and families that depend on sport fishing,”said Rob Southwick, President of Southwick Associates.“When people want to fish but have to cancel becausethey are unable to access decent fishing spots, wesee a greater deterioration of jobs, tax revenues andcommerce in general.”


COMMUNIQUÉ

10

Denver is ‘rejected’ inAFFTApoll


A survey of AFFTA members tohelp decide the venue for the2012 IFTD show has yet to pro-duce a majority verdict, but thechances of the show returningto Denver any time soon appearincreasingly unlikely.

Show Director Randi Swisherrevealed that the San FranciscoBay Area, Salt Lake City, thePortland/Seattle region and Renoare among the most popular

choices, but the poll is so far inconclusive.“It’s pretty evenly matched at this stage and the jury

remains out,” said Swisher. “I was hoping for a moredominant choice, to provide a better direction, but it is stillearly and we may be able to see a spike in a week or two.

“A lot of feedback has nominated cities close towhere that member is based, which is to be expected.But it is good to get members’ input. Their view is veryimportant to us.”

Randi Swisher: “We don’thave a dominant choice.”

Swisher made it clear that once there was a clearshortlist he would be prepared to visit each destinationto examine which represented the best bid. He alsorevealed that Denver was well towards the bottom of thelist of preferred choices to date.

“It’s becoming apparent that there is no overwhelm-ing desire to go back to Denver in the near future,” headded. “The fly fishing industry and the AFFTA Boardis saying that it feels the need to take another year ortwo out from Denver. We love Denver but we need totake a break.”

Mustad ownerdismisses salestalk reportsThe owner of O Mustad & Son has been quick todismiss a Norwegian newspaper story that hiscompany is on the brink of being sold to eitherRapala or Pure Fishing.

Angling International reported in an e-newsletter on March 4th that the newspaper– Oppland Arbeiderblad –had run a front-pagestory quoting senior unnamed sources withinthe organisation as saying a deal was immi-nent and that Mustad could be sold ‘within thenext three weeks’.

However Hans Mustad, owner of Mustad,dismissed the report as “just a local newspa-per trying to make a story”.

Mustad President and CEO Lars Lemhagadded: “As President of the company I wouldcertainly know about this. There is alwaysspeculation in this industry and in the twoyears I have been at Mustad I have alreadyheard of this company being sold twice!”

Rapala President and CEO Jorma Kasslinpreferred not to comment beyond saying that“Rapala is always negotiating things.”

Above: Denver’s Colorado Convention Center, so long the home ofthe fly trade’s show, is unlikely to host the IFTD event next year.


COMMUNIQUÉ

12

Lane Outdoors mapsout new global strategy


The 60th anniversary of the famousLane Minnow has been marked bythe announcement of a re-engineeredproduct and a new global strategy.

The family business was foundedin Co Limerick, Ireland, by GeorgeLane, a specialist in rotor and propellerdesign in the aviation industry, butwas restructured 18 months ago when

George’s son John was joined on theBoard by new investors.

Speaking about Lane Outdoors,the new company’s CEO, DenisO’Sullivan, said that the additionalexperience and expertise – along withsignificant investment – would ensurethe survival of the brand.

“Using modern technology, theproduct has undergone a 21stcentury makeover,” he said. “But itremains true to its original designand has retained the magic GeorgeLane created all those years ago. Itremains the premier minnow lure.”

Lane Outdoors has large-scaleplans for expansion and is

currently testing a new family of LaneMinnows. The company plans torapidly develop a range of high-gradeproducts with new colours and hookspresented in state-of-the-art packaging.

“We plan to grow through a globalstrategy,” added O’Sullivan. “We willbe at all the most important shows,including EFTTEX and ICAST. We arere-tooling in China in plants I havebeen using for the last 20 years toachieve the highest quality and ensurewe have lots of capacity.”

John Lane will continue to producehandmade Lane minnows from hisworkshop in Abbeyfeale, Co Limerick.“I’m proud that we continue to producethe only Irish-made lure,” he said.

Further information is available fromMarketing Manager Elaine Connolly:[email protected].

Boost forBristol BayactivistsAngling groups and conserva-tionists across the globe haveapplauded a major breakthroughin the battle to save one of theworld’s most famous fishingresources.

America’s all-powerfulEnvironmental Protection Agency(EPA) has ordered a scientificassessment on how the BristolBay watershed in Alaska wouldbe affected by a proposedmassive mining developmentthat opponents say woulddevastate the area.

Scott Hed, Director of Sports-man’s Alliance for Alaska, said:“The EPA decision is a majorbreakthrough and gives opponentsof the plan a tremendousopportunity to make an impacton a decision which affects one ofthe world’s greatest fishing areas.”

From far left: Elaine Connolly, DenisO’Sullivan, Billy Mann and ThomasMann, of the Lane Outdoors team, atthe Hook Live Show in Dublin.


COMMUNIQUÉ

14

Bologna gives Italiantrade welcome boost


T here was a renewed sense of optimismin the exhibitor booths at the FishingShow 2011 in Bologna, Italy. Despitethe Italian economy suffering more thanmost in the world recession, organisers

were delighted to report a 40,000 attendance for oneof the biggest fishing exhibitions on the Europeancircuit.

The figure matches the 2009 attendance and theevent, which is run alongside a diving exhibition –Divex – was supported by most of the major Italianmanufacturers.

The show is organised on behalf of the ItalianFederation of Sport Fishing Equipment Manufacturersand Professionals (FIPO) and its President CiroEsposito admitted to Angling International: “Beforethe event I was worried about what impact thecurrent financial crisis would have.

“But it turned out to be a great show and I wasvery happy. An added bonus was the number offoreign visitors from Mediterranean countries,including Greece, Spain, Turkey and France.

“Some Italian manufacturers have complained inthe past that the show is too late because it takesplace just before the start of the season. However,many of them expressed their satisfaction with thenumber of new contacts they made.”

Esposito said that next year’s show would takeup a bigger hall in the BolognaFiere in February. Theexact date has yet to be confirmed.

Lucio Di Carlo (pic-tured left) of Italian Fishingtackle maker Olympus alsohad his reservations in therun-up to the event. Hesaid: “When we first gothere the mood was lowbecause the past threeto four months have notbeen good. Everyone wastalking about the financial

crisis. But as it went on the mood lifted. It was a lotbusier and more positive than a lot of peopleexpected. The show has demonstrated that themarket is not dead.”

Bologna-based Tubertini occupied one of thebiggest stands. Its Export and Sales Manager GlaucoTubertini (right) hailed it as ‘very successful’. He said:“We have done some very good business andwelcomed a lot of fishermen.”

Record fourth quarter for JardenThe Jarden Corporation – owner of Pure Fishing –posted a record fourth quarter to complete an‘outstanding year’ for the American corporate giant.

As anticipated in last month’s Angling International,Jarden – which this year funded Pure Fishing’sacquisition of Sébile – saw its net sales increase 21%compared to the same period in the previous year.

Net sales reached $1.7bn for the quarter to take itsoverall sales for the year to $6bn compared to $5.2billion in 2009 – a 17% increase.

Chairman and Chief Executive Martin E. Franklinreported strong organic growth across all of the corpora-tion’s three business segments and said: “As Jardenenters its tenth year our focus on the fundamentalcharacteristics that have allowed us to win over the lastdecade, including new product development, marketleading brands and operational excellence, remainsunchanged.

“After an outstanding year, I believe Jarden is justbeginning to hit its stride.”

Stefano Sirotti (above) of Plastico Panaro said theshow was ‘much better than previous years’. Headded: “It went very well for us. I was surprised bythe number of foreign buyers who visited our standlooking for products that are not made in China.”

Giuseppe Balestras of Technofish said: “The Italianmarket is low, but the numbers at the show demon-strated its dynamic side and we have seen a lot offishermen and talked to many company representa-tives. We have spoken to people from as far afield asFrance, Spain and Portugal. I did not expect to seeso many foreign visitors. They were all wanting to dobusiness. It was a bonus we did not expect.”

Stefano Sirotti (above) of Plastico Panaro said thee the said Panaro Plastico of )e


COMMUNIQUÉ

18

Sébile: ‘Pure Fishingwill give me all I need’


Angling International: What were the main rea-sons behind your decision to sell the business?Patrick Sébile: There were two. First, the growthof Sébile had brought us to where we neededmillions of dollars more investment in a plan forserious development over the next few years.Secondly, the quality and fit of the Pure Fishingoffer was just right. I had to decide between stay-ing where we were or making a really big jump.The offer also allowed me to focus on where Ibring most value – in design and marketing –rather than trying to do the job of three peopleas I have for the last six years! This gives me timeto enjoy what I have worked for, rather than be-ing the slave to a growing success story.

And why Pure Fishing specifically?Pure Fishing has been studying the high-endlure market for two and a half years, looking atthe possibility of creating a new brand or buyingan existing one. They have been in touch withseveral brands but finally decided Sébile was theright choice and made an offer.

I had talks with other companies and Rapalawas also a serious consideration. But some inthe Rapala team were proposing that high-endproducts would come under the Rapala name,not Sébile. That was one of the reasons why itdidn’t come to fruition, and that was really finewith me. Rapala had proposed that I join themfour years ago as a designer, but again withoutthe Sébile brand, which was not acceptable tome. I respect Rapala and even have good friendsthere, but Pure Fishing was a better fit for what Iwanted for my brand.

They are giving me every means to producethe same fishing products. I said in AnglingInternational last year that companies shouldhave designers with a deep fishing experienceworking with skilled engineers to produce theright products. The Pure Fishing approach isexactly that. Pure Fishing presented a verylogical plan and gave me an open field to workin. They have created an exciting atmosphere,which is key for me. I also have to click with thepeople and I have definitely done that withJohn Doerr, John Weiss and their team.

Was it a hard decision for you?Not really, because it came at just the rightmoment in time when we were looking for

investment and expertise, particularly in orderingand stock inventory management, which was aweakness and was limiting our development.

How will your day-to-day role change?As Global Director Brand Management I willwork on design and product balance with ateam of in-house engineers. I will also workwith the marketing team to communicate whatwe are doing to the media and consumers. Iwas doing the same in my own company, butwith greater resources and more people nowunder my direction I am better positioned toget results. I’ll be less involved with selling.

The success of Sébile has been largely builtaround your own creative philosophy and yourpioneering, innovative spirit. Will you be ableto preserve this in a giant corporation?To be straight, these are the main reasons JohnDoerr, Pure Fishing’s CEO, came to me andwhat he considered as the main asset of thebrand. Of course, a bigger organisation meanssome adjustments, but the spirit of what wascreated five years ago will remain.

What are the main benefits of the deal for theSébile brand?I must stress that my goal has always been tobuild a world-renowned brand, not a company.Joining Pure Fishing keeps me moving i nthat direction, but on longer legs! A small tomedium company struggles to gain needed

Sealing the deal: PatrickSébile (centre) with PureFishing’s John Doerr(left) and John Weiss.

It could have been Rapala, but instead Patrick Sébile choseto sell to the US giant. He tells Angling International why.

April 2011 Angling International 19

HOW IS CHINA FISH CHANGING? See p32

Shimano and Daiwaunscathed by tsunamiJapanese tackle giants Shimanoand Daiwa have escaped unscathedfrom the devastating earth-quakes and tsunami that havewreaked havoc in the country.

Dave Pfeiffer, ShimanoAmerica Corp President, has beenin close contact with his Japa-nese colleagues and said thatShimano staff and operationshave been very fortunate.

John Mazurkiewicz, a spokes-man for Shimano, said: “Thereis very minimal damage in theOsaka/Sakai City area – whichis more than 500 miles from theepicentre of Sendai.

“But at this time we do notknow the impact this tragedymay have on our operations.We ask you all to join us here inthe United States involved withShimano in keeping the people inJapan in your thoughts and – if

you are able to – make a dona-tion to the organisations thatare providing direct relief to thedisaster victims.”

In a statement Daiwa said:“Our parent company Globerideis based in the north-west areaof Tokyo and is therefore quiteinland. All staff and their familiesare thankfully reported safe.

“They have experienceddisruptions to electrical suppliesand available transport. Thealarming situation in Japanis of concern to us all and ourthoughts and best wishes arewith our colleagues, especiallythose who are less fortunate.”

News of the terrible tragedy inJapan broke just as this issue ofAngling International was goingto press. Any further news of howit might affect the industry willappear in our next issue.

distribution, and when timesare tough you don’t have thesame financial resource asmajor companies to providelonger terms to help customersfacing a tough economy. Allthis limits expansion.

Sébile can now invest inproduct stocks around theworld, take advantage of oneof the largest distributionnetworks on the planet and usethe skills and software that hasmade Pure Fishing the leaderin the fishing world.

The power of such a bigcompany is a real asset – fromdistribution to promotion, or-dering, inventory managementand access to the best proanglers. I also have access toamazing new technologies andthe market will see the benefitsof this in a few months time.So now Sébile will no longer be

a contender but a solid playerin the market.

The growth of Sébile hasbeen truly fantastic, but wehave still missed opportunitiesto make it even bigger becauseof the lack of experience andmanagement skills needed toface an exponential demandand, of course, because oflimited cash availability.

You once said your best advicefor anyone entering theindustry was to follow their owninstincts. Can you still do this?Yes. It was never important tohave my own company, butrather to make a great brand.Being part of Pure Fishinghasn’t changed this. I neverthought I could do it by myself.Regardless of my role at PureFishing, the Sébile brand willlive forever.

“It was never important to me tohave my own company but ratherto make a great brand. Being part ofPure Fishing hasn’t changed that.”


COMMUNIQUÉ

20

Move on cards forCustom Rod show


North America’s popularInternational CustomRod Building Exposi-tion could be relocatedin 2012 after anotherrecord-breaking year.Organiser and ownerTom Kirkman has toldAngling Internationalthat he is consideringswitching the event toWinston-Salem, 20 miles

away from its location for the last five years inHigh Point, North Carolina.

Kirkman said: “High Point is a fabulousvenue, but the facilities outside are not great.There are no shops or restaurants close by. TheBenton Convention Centre in Winston-Salem isan alternative because it is in a vibrant town.”

A decision on the venue and the dates fornext year’s show will be announced in May.

Delighted by attendance:owner Tom Kirkman.

Kirkman revealed that over 3,000 visitorsattended the latest expo – a 10% increase onlast year with 52 exhibitors filling 100 booths.He said: “I knew the show was going to be arecord-breaker by 10.30am on the first day –we were running out of tickets!

“Considering we are still in a recession I wasdelighted by the attendance. I was apprehensiveand wondered whether people would turn upand if they did, would they spend money. Theanswer to both was a resounding yes!”

FirstDart’s first timewith two storeys!The FirstDart booth at the recent China Fish show was a big talkingpoint – and not just because of the launch of the company’s newrange of carp braids, lines, leaders and accessories.

The Singaporean-owned business also attracted attention onthe show floor with its first two-storey stand.

Simon Henton, Marketing Manager for FirstDart, explained:“Having decided to launch the new carp range in Beijing, werealised we had a problem – the stand wasn’t big enough.

“We had already reserved space and advertised the standnumber and we really liked the position, so the only choice was togo higher. Our designer and the exhibition contractors did a greatjob in adding another level.”

It is believed to be the first time a two storey booth hasappeared at China Fish, a distinction FirstDart share with fellowexhibitor Pioneer.

The carp range was dis-played on the stand’s up-per deck and was, reportsHenton, a great successwith lots of interest fromChina Fish visitors.

For copies of FirstDart’sregular catalogue or itscarp catalogue [email protected].


COMMUNIQUÉ

22

Spain’s CDL Fly preparesground for new rod launch


Spanish company CDL Fly,owner of the Maxia brand,is launching a new range ofrods following its recentacquisition of technology

and machinery from Italian businessModern Flies.

CDL Fly hasbeen the long-time distribu-tor in Spain forModern Flies,but took theopportunityto buy its flyfishing assetswhen theybecame avail-able last year.

Explained CDL owner Pablo Muniz:“Aldo Silva, the owner of ModernFlies, gave us the opportunity to buy

his fly business because he wantedto focus on the hunting and fishingtravel market. He now has a newcompany called Lapland Outdoors inSweden.

“All the machinery and technologydeveloped over decades by ModernFlies has been transferred to Spain.Using this, and Aldo’s years ofknowledge and experience, we aredeveloping an extensive range ofexceptional quality fly rods. Ourbestsellers are long, light rods usedin the European nymph style.

“We also produce custom-maderods in low quantities for othercompanies and are currentlydeveloping projects for clients inItaly, France and the UK.”

CDL Fly has distributor or retailpartners in Poland, the Czech Republic,UK, Romania, France, and Canada

and is still seekingdistributors in otherparts of Europe and theworld. It acts as its owndistributor in Spain.

For informationemail [email protected] or visitwww.maxiarods.com.

Pablo Muniz is seekingdistributors in Europe.

Dennett OutdoorLtd, the whole-saler/distributorbased inNorthern Ire-land, has addedSalmo luresto its growingbrand portfolio.

The Polishmanufacturerhas introduced

new lures and colours into this year’srange and these will be available throughDennett Outdoor, alongside the widerange of pike products for which it isalready well known.

Dennett Director Aaron Gamble saidhis company was excited to be distribut-ing such a prestigious brand to shops inIreland and Northern Ireland, adding that,

despite current economic conditions,Dennett has grown its business for thetenth year in a row.

“Our success can be attributed to anumber of things, including good stocklevels, excellent customer service andstrong product promotion. It is ourproactive approach and loyal customerbase that has helped us through thelast two years and secured a number ofmajor brands.”

For further information about theDennett range visit the websitewww.dennettoutdoor.com.

DENNETT ADDS SALMO LURES

Dennett’s Aaron Gamble:recession-beater.

Left: Maxia Rods will benefitfrom new technology.


COMMUNIQUÉ

24

No stopping Carp Zwolle asanother attendance record falls


A record attendance of over 11,000 –up 16% on last year– has firmlyestablished Carp Zwolle as the biggestannual carp-only show in Europe.On the back of its huge success last

month, organiser Mick Paine has revealed plans toincrease the size of next year’s event by a quarter toaccommodate the growing waiting list of exhibitorsand demands for bigger stand space.

Paine said: “This year was the biggest in our17-year history and it looks like 2012 will be anotherrecord breaker.”

More than 100 stands – the most ever – coveredover 10,000 sqm of the Lisselhallen, in Zwolle,

Holland, and attracted an audience of 11,009.Paine added: “The most pleasing aspect for me was

to see all the top carp companies under one roof forthe first time ever.

“And their reaction was really positive with quite afew of them wanting bigger stands next year. That’swhy it will grow to cover 12,500 sqm next year.”

Most of the visitors came from Holland, Belgiumand Germany, but there was also representation fromthe UK, France, Poland and even as far afield as theUkraine and China.

Next year’s show will take place at the samelocation, the IJsselhallen Zwolle, over the weekend

of February 4th and 5th.

CZECH REPUBLICFor FishingDate: March 24-27Venue: Letnany Exhibition Centre,PragueVisitors: Trade and general publicwww.for-fishing.cz• Billed as the largest exhibitionfor anglers and the industry ineastern Europe.

JAPANJapan Fishing FestivalDate: March 25-27Venue: Pacifico Yokohama Exhibi-tion Centre, YokohamaVisitors: Trade and general publicwww.pacifico.co.jp• Formerly known as the JapanInternational Sportfishing Show(JISPO).

RUSSIASportsib Hunting & FishingDate: March 31-April 3Venue: World Trade Centre,NovosibirskVisitors: Trade and general publicwww.sibfair.ru• Show that represents the twofavourite outdoor activities inRussia, it attracted over 7,000visitors last year.

LATVIAAngling Riga 2011Date: April 1-3Venue: Riga International Exhibi-tion CentreVisitors: Trade and general publicwww.bvents.com• Premier angling event in Latvia,

it is run alongside exhibitionscovering most outdoor sports.

GERMANYJagen & Angeln SudwestDate: April 8-10Venue: Exhibition Centre,SinsheimVisitors: Trade and general publicwww.jagen-angeln-messe.de• Exhibition for anglers andhunters.

CHINAShanghai Boat ShowDate: April 14-17Venue: Shanghai Exhibition CentreVisitors: Trade and general publicwww.boatshowchina.com• 16th annual event features 400brands from over 20 countries.

MOLDOVASports, Leisure, TourismMoldovaDate: April 14-16Venue: IEC Moldexpo, ChisnauVisitors: Trade and general publicwww.moldexpo.md• Fishing plays an important partin this sports, leisure and tourismevent.

BULGARIAHunting & Weapons, Fishing &Outdoor 2011Date: April 27-May 1Venue: Inter Expo Centre, SofiaVisitors: Trade and general publicwww.bulgarreklama.com• Bulgaria’s premier outdoorsports show.

The 30th anniversary show of the huge Jag &Hund attracted 669 exhibitors from over 35countries and pulled in more than 79,000visitors. Those impressive figures alone areenough to establish the German exhibition atMesse Westfalenhallen in Dortmund as Europe’sbiggest hunting and fishing show.

Research by an independent marketing company

showed that nine out of ten visitors spent anaverage of 509 euros each at the exhibition, atotal of around 36m euros over the six days.

For the first time ever Jag & Hund will behosting an open air show when it stages itssecond event this year. It takes place from July1st to 3rd in Anrochte/Mellrich, Germany.

KEY GLOBAL SHOWS IN MARCH AND APRIL

RUSSIA’S FISHING & HUNTING SHOWINCREASES EXHIBITORS BY 30%Russia’s first Fishing & Hunting Show of 2011saw a healthy 30% increase in exhibitors andmore than 60,000 visitors pass through thedoors during the five-day event. Top names,including Shimano, Daiwa, Sébile, Molix and

Izumi, wereamong the 834exhibitors atMoscow’s All-Russian Exhibi-tion Centre.

The popular-ity of the show

was such that sold-out notices were postedmonths before the event, even though the standspace had been increased from 750 exhibitors.

Oleg Harlamov, Manager at Japanese luremanufacturer Izumi, said: “It was a terrific showfor us. We conducted a lot of business,

including meeting ten new wholesalers, 150retail store representatives and dealing with

more than 20,000 ‘crazy’ fishermen a day!”Izumi will be returning to Moscow in

September (10th to 13th) for the second Fishing& Hunting Show of the year – the event’s 30thanniversary.

Big spenders boost Jag & Hund


COMMUNIQUÉ

Tourism boostfor Brazil show

The BrazilianSportfishingTrade Show,scheduled forAugust 2011,continues togather mo-mentum, withtourism oneof the biggestgrowth areas.This year’sexhibitors will

include many specialist fishing lodgesand hotels representing destinationsincluding Amazonia, Pantanal andAraguaia in the middle east of Brazil.

Other South American tourismdestinations represented will includeCorrientes (Argentina), Los Roques(Venezuela), Amazon Bolivian (Bolivia)and Panama.

“Participation by the fishing tourismsector has certainly increased,”confirmed event spokesman FernandoMartinelli. “One of the highlights willbe a ‘trade mission’ that is comingfrom Corrientes made up of 60 tourism

entrepreneurs from the region. Weare also going to promote debatesbetween Argentinian and Brazilianauthorities during the show.”

Martinelli told Angling Internationalthat all of last year’s exhibiting equip-ment companies have again confirmedtheir presence, with Shimano andColeman taking two of the biggestbooths at more than 100 sqm each.One of Pure Fishing’s largest distribu-tors in Brazil, Flagship, has returnedto the show after a two-year absence,taking a 120 sqm booth.

Other exhibiting brands includePlano, Minn Kota, Abu Garcia, Yum,Jackal and Sébile, while big Brazilianimporter Riako has confirmed thatit will be bringing brands includingFenwick, Mitchell and Stren.

Also on the show floor will beOkuma, Strike Pro, Daiwa, Penn andShakespeare, Eagle Claw and Sasame.

Martinelli added: “We are stillnegotiating with internationalcompanies like Scotty, who lastparticipated in 2009, FirstDart,Worthco, Relix, H20 Prolures, SeasonsFour Tradelink and others. All ofthese have reserved space and weare just awaiting confirmation.

The show, which is supported bythe Brazilian government throughits fishing and tourism ministries,takes place at Sao Paulo’s Frie CanecaConvention Centre from August 10thto 12th. For further information [email protected].

Fernando Martinelli: “Thesector has increased.”


Cabela’s tackle sales riseCabela’s – the giant American outdoorsports retailer – saw a slight rise in itsfishing tackle sales last year.

In its annual report, the Sidney,Nebraska organisation revealed thatin 2010 fishing and marine salesaccounted for 14.2% of its business – arise of 0.2% on the previous year. Itsbiggest selling sector remains hunting

equipment, which took a 44.5% share.The store also reported a fourth quartertotal revenue increase of 8% to $934m.

• Cabela’s agreed to pay around $10.4mand to reform its credit card code ofpractice as part of a settlement agreedwith the Federal Insurance Corp.

The company agreed to eliminate‘improper’ fees it charged customersfor late payment, although the retailermade no admission of wrongdoing in thesettlement.


COMMUNIQUÉ

28

Fulling Mill thinksinside the box


Fulling Mill, the leading fly andtackle manufacturer, has introduced anumber of new packaging and in-storedisplay products that it believes giveretailers a “clear advantage”.

Keen to encourage and assist retail-ers to show its products in the bestpossible way, the UK-based companyhas identified a number of areas forimprovement. The first, explained Mar-

keting Director John Wolstenholme,is the packing used to send orders toretailers. The result is a new custom-designed, clear box with a hard plasticlid incorporating a Euroslot that foldsaway when not needed.

Said John: “The box is strongenough to protect delicate hackles onflies; and being clear, the contents areeasily identified. The Euroslot allowsretailers to sell flies off the peg.”

Aware that many shops struggleto pack flies once a customer haspurchased them, using everything frommatch boxes to film canisters to papercups, Fulling Mill has also produceda handy, purpose-built storage tub toeasily accommodate a couple of dozentrout flies. It has a clear protective lid,is stackable for easy storage and madefrom recyclable materials.

A further development from Fulling

Mill is a smaller version of its popularMaxi Fly Cube, an acrylic storagesystem ideal for shops with limitedspace. “We realised customers wanteda smaller cube to specifically merchan-dise best sellers or our range of Tacticalriver flies,” added Wolstenholme.

The Mini version has four drawersand can hold up to 100 different flypatterns. Cubes can also be customisedto suit customers’ requirements.

All Fulling Mill’s PoS products are inits new 2011 catalogue. Enquiries [email protected].

Richworthenters teaminto WCCBait company Richworth has not onlyagreed to sponsor the 2011 World CarpClassic but has also entered a teaminto the September competition.

The European business will be asection sponsor during the week-longevent on Lac de Madine in north-eastern France, where the 260 anglersfrom 30 countries will include SteveRenyard, Pete Wilson, SylvainSchumacher, Katy Henry and Cor andKarin de Man from Richworth.

Richworth’s decision to sponsor theWCC was announced in last month’sAngling International, with MediaManager Pete Wilson explaining thatthe company had watched the WCCgrow since its launch in 1998 andfelt the time was right to have fullinvolvement.

Meanwhile, Richworth has recruitedprolific carp catcher Steve Lilly to itsfield-testing team.

Telephone: +1 218 751 6723Email: [email protected]

Come and seeus at stand H54

www.northlandtackle.com


AFFTA predicting a sell-out as big names commit to show

RIO Products International will be going to the IFTD Showbuoyed by a tremendous vote of confidence from itsAmerican customers.

For the second year running it has seen its brandsvoted as America’s favourites.

Research by Southwick Associates has revealed thatRIO was top of the categories for favourite line brandand leader brand for 2010. Last year it was voted as thefavourite fly leader brand.

The research was conducted on the internet and was aresult of a survey of more than 31,000 anglers.

New to the fly line family from RIO is its Avid Series – arange that incorporates five mid-priced fly lines. Each lineis made at the company’s factory and goes through the

same rigorous quality controlas all RIO premium fly lines.

All lines, except the Interme-diate, feature RIO’s AgentX Tech-nology that is said to result in ahigher floating line. It also has aspecial coating that helps keepit clean and increases castingdistance.

The collection consists of the Trout WF, Trout DT,Intermediate, 24ft Sinking Tip and Saltwater.

The Idaho Falls, Idaho company has also added to itsrange for 2011 with the introduction of a new StreamerTip.

RIO says that throwing streamers is an essential toolin any fly fisherman’s arsenal and the new StreamerTipallows the casting of all sizes of streamers easily.

It has a front-loaded weight and aggressive front taperto turn over the heaviest of flies.

The 10ft clear tip that sinks at a 1.5 inch-per-secondrate is ideal for stripping streamers just under the surface.It is also designed for anglers fishing from a drift boat andwho need to make fast, one-shot casts to the bank.

Each line is made with a coldwater coating. They alsofeature welded loops on both the front and back ends ofthe line for streamlined gear changes.Business contactsTel: +1 208 524 7760 Email: [email protected]: www.rioproducts.com

For a complete list of all exhibitors to date visit www.afftaiftd.com.Click on the ‘For Retailers’ icon and scroll down to the ‘List of Exhibitors.’

Patagonia cheerMoving to New Orleans is ‘like a breath of fresh air’ for theIFTD Show. That’s the view of Patagonia’s InternationalFishing Development Manager Bill Klyn as he looksforward to the show’s debut in Louisiana in September.

He told Angling International: “The show was gettingcaught up by the recession and perhaps needed a lift.Changing the location has got everyone talking about itagain and given it an extra impetus. I am a great fan ofthe IFTD Show – it is very important to Patagonia.”

in association with

THE WORLD’S LEADING TRADE SHOW FOR THE FLY FISHING SECTOR

TM

FLY FISHINGUPDATES

in association with

THE WORLD’S LEADING TRADE SHOW FORTHE FLY FISHING SECTOR

TM

FLY FISHINGUPDATES

RIO buoyed by survey result

AFFTA is anticipating that this year’s IFTD showwill be the “biggest in recent years” – following thegreat support received so far from manufacturers andother fly fishing businesses who have committed toexhibition space.

Buoyed by the news that almost every one of themajor companies that did not exhibit last year will beon the show floor in New Orleans, the AFFTA Boardis predicting the show will be sold out – somethingthat has not been achieved for years.

In only its second year under AFFTA ownership,the IFTD is now concentrating on increasing retailerattendance.

“Our biggest focus has been selling out the show,and I believe we are going to do just that,” said showdirector Randi Swisher.

“Now we are ramping up our marketing effort and

promotion in trade publications both domesticallyand internationally to get the dealers there.”

The new marketing programme includes a visit byAFFTA Board members to the giant EFTTEX tradeshow in Amsterdam in June, which it believes willlead to increased international attendance by bothexhibitors and dealers.

More good news for AFFTA is that membershiphas dramatically increased over the last year. In effortsto make the Association a more inclusive, member-driven organisation, it has consistently asked theindustry for input and suggestions on key issues.These range from the need for a new industry survey,what IFTD attendees specifically want to see at theshow, future directions for its Discover Fly Fishingprogramme and the location of the show itself.

AFFTA’s Government Affairs and Affiliates (GAA)

committee has also been active in monitoringfederal congressional and executive branch business,keeping watch on legislation and policies that affectmembers’ businesses.

“The committee continues to build key relation-ships to ensure that fly fishing interests are repre-sented when policy decisions are made. The recentannouncement by the US Environmental ProtectionAgency to review large-scale development projectssuch as the Pebble Mine in Alaska’s Bristol Bay is agreat example of how these legislative partnershipscan make a difference for the industry.”

AFTTA Chairman Jim Klug and Board memberTom Sadler recently travelled to Washington to meetwith policymakers from the White House, the De-partment of the Interior and conservation groups topromote issues important to AFFTA members.


LI JIANG: ‘THIS ISTHE BEGINNING OF ABRAND NEW ERA FORCHINESE COMPANIES’

CHINA FISH REPORT

Improved facilities at China Fish 2011 reflected an all-round confident moodamongst Chinese exhibitors intent on brand building. An increase in domesticbuyers also suggests China is now emerging as a key market in its own right, adelighted show owner Li Jiang tells Angling International.Angling International: This year’s China Fish tookplace in the week it was announced that the Chineseeconomy had grown to become the second largestin the world. Was there evidence at the show thatChinese buyers now have more purchasing power?

Li Jiang: It’s true that theChinese domestic fishing marketis growing in line with theoverall growth in the Chineseeconomy. The market is increasing20-30% each year and therewas clear evidence of that at theshow this year. We witnessed adramatic growth in the number

of domestic buyers at China Fish 2011. In the pastthere have been no more than 200 domestic pre-registered buyers but this year there was over 500.But this dramatic growth in the market does bring itsown challenges. High inflation will mean that some en-terprises might suffer from some cash flow difficulties.

In the past China Fish was known as the place forforeign buyers to find good value products. Does the

increase in the number of domestic buyerschange the nature of the show?Not at all. China Fish has been and always will be aninternational show. It attracts buyers from more than80 countries and regions. What is now happeningis that the international side of the show is evolvingbecause big overseas brands have gradually recognisedits importance as a showcase for their own products.

More and more international companies have begunto exhibit at the show, selling their products to Chinesesuppliers, seeking potential trade partners from all overthe world or using the show to explore the Chinesemarket. The rising number of Chinese domestic buyerscan greatly satisfy the demand of overseas companiesfor new markets. For China Fish, being internationalis essential, and the growth of the Chinese market ishelping to make it more international than ever.

So, what kinds of products appeal to China’s morepowerful domestic buyers?Fishing hooks, fishing lines and lures are the preferredproducts for domestic buyers. China can not producethose products to a high enough quality so Chinese

buyers look to purchase them from the foreignexhibitors. It will be interesting to see how Chinesecompanies respond to these new demands fromdomestic buyers and the competition from overseas.The urgent need, I would say, is for them to improvethe quality of their products.

There was an overwhelming impression at this year’sshow that smart exhibitors are focusing on brandbuilding. Are we entering a new phase in thedevelopment of the Chinese angling market?Absolutely. It is the third decade in the developmentof the fishing tackle industry here in China and, yes,some companies are taking great strides in creatingtheir own brands. I believe this is the decade that somefamous brands will emerge out of China. You onlyneed to see what Old Ghost is doing. It has big plansto formally enter the European bait market this year.

It was also clear that China Fish itself made manyimprovements this year. What were the key areasthat you focused on?To improve the show for our customers, comfort and

32


THE STORIES BEHIND THE FIGURESCHINA FISH 2011

>

service were our main focus. We espe-cially decorated the Visitors’ Loungein order to create a warm and relaxingenvironment for both exhibitors andvisitors. Where service was concerned,we provided hotel reservation support,a visa invitation letter, interpreter ser-vices and most importantly, a pick-upservice from the airport. We wantedto make it as convenient as possible tovisit the show this year.

You have acknowledged that there wasdissatisfaction among visitors afterthe 2010 show. How did exhibitors andvisitors react to the changes this year?The customers I talked to told me theywere satisfied with the show, especiallythe Visitors’ Lounge. They thought itwas very comfortable and convenient.Last year, after the show, there were lotsof complaints from exhibitors as wellas visitors, but this year there were nocomplaints at all.

What pleased you most about thisyear’s show?That the three heads of the world’sthree leading trade shows, EFTTEX,ICAST and China Fish, gatheredtogether for the first time in China todiscuss further cooperation. As you

know, we cooperated with EFTTEXlast year when the EFTTEX booth waslaunched at our show. I am hopingthat all three of us can work evenmore closely together in the futureto develop the global fishing tackleindustry.

And what about within the hall itself?I was delighted that the visitorsappreciated the overall improve-ments we have made, and also theimprovements made by exhibitors.The general feedback from visitors isthat this year’s exhibitors dramaticallyimproved the overall quality of theirbooths and their customer services.Many more arranged interpreters attheir booths than in previous yearsand had more staff available thatcould speak English. Some even pro-vided coffee, tea and beer to visitors.These things make a difference.

Total exhibiting companies were down from last year2011: 470 exhibiting companies2010: 505 exhibiting companiesSay the organisers: “We tried to provide less exhibiting space and fewer exhibitingcompanies for China Fish 2011 since the imbalance between the number ofexhibitors and visitors at China Fish 2010 was a big problem.”

New exhibitors broke a show recordThis year there were 97 new exhibitors at the show, which accounted for more than20% of the total, the largest percentage of any China Fish show in history.

There was a dramatic increase in domestic buyersThis year saw a dramatic increase in the number of domestic buyers. Comparedwith 70-120 domestic buyers in the past 2-3 years, about 500 domestic buyerspre-registered for China Fish 2011. Domestic retailers accounted for 63% of thistotal and domestic trading companies 35%.

American visitors up, Japanese visitors downThe USA (up from 121 to 145 buyers this year compared to 2010) Canada (six to12) and Brazil (two to 12) all saw noticeable increases in visitor number. The UAE(eight to 16) and Malaysia (22 to 39) also added new visitors. Elsewhere, therewas a dramatic fall in the number of visitors from Japan (172 in 2010 to 119 thisyear) as well as Italy (35 to 20) and Holland (27 to six).

Large brands made a special effort (above)while EFTTA celebrated its 30th year (right).

Left: the New ChinaInternational Exhibi-tion Center welcomedmore domesticbuyers than everto China Fish.


CHINA FISH REPORT

> Numbers of exhibitors and visitors held steady, sug-gesting maybe that China Fish is a mature show witha consistent level of customers, so how will the showgrow in the future?We want to bring the show closer to the standards setby EFTTEX and ICAST in terms of our general serviceand the facilities in the exhibition hall. It’s true that,because of some of the limitations within China’seconomy, we can not be on the same level as EFTTEX

and ICAST, but we are trying to doas well as we can. We are where wecan be at this moment in time.

Can you explain your vision for ChinaFish in the future?I hope that in the near future ChinaFish will be an important platformfor big companies to promote theirbrands rather than merely a placewhere international buyers can pur-chase or find OEM manufacturers.

Will next year’s show be held at thesame venue at the same time?Next year, the show will be heldbetween February 6th and 8th at New China Inter-national Exhibition Center, the same venue as ChinaFish 2011. We already have 370 exhibitors booked.

Finally, what further improvements can customersexpect in 2012?Firstly, learning from EFTTEX, we will set restrictionson the height and safety of the specially decoratedbooths so they do not affect other booths nearby.This year, the specially decorated booths had alreadybeen approved by the security department well beforethe show but, honestly, we did not fully considerthe potential effect on other booths caused by their

height. We will make changes on that for next year.Secondly, I hope we can do a better job on IPR. In

the past, we only informed exhibitors or visitors howto deal with infringements at the show. From nowon, we will more aggressively promote how to protectyour intellectual property in China while also settlingIPR disputes as well.

Thirdly, we will make every effort to encouragethe world’s leading companies to participate in theshow. And fourthly, we are sending questionnaires toall exhibitors and visitors who participated in ChinaFish 2011 so we improve the show according to theiropinions and suggestions.

Two storey stands were eye-catchingbut also caused some problems.

Old Ghost typified the new breed ofChinese brand-builders at the show.

Strike Pro Europe has introducedStrike Wire Extreme – a tightbraided superline with a ‘unique’mix of qualities. The company saysthat new technology delivered a

longer lasting line with abrasion resistanceand toughness. The braid holds its colourand its round shape reduces backlash andstops digging-in on the reel. Due to its coatedfibres it does not absorb or hold water.

An important feature of the line is that itsdry braid maintains its thin diameter andultimately the sensitivity that anglers requirein a premium braided line.

The water-repellent coating is also usefulwhen fishing in wet and cold conditions.Strike Pro Europe admits that its initial saleswere slow, but adds that the hard work,

perseverance and the good qualities of thebraid finally showed through as the companyenjoyed a steady increase in sales revenue.

The culmination came when the line wasvoted Best Braided Line at EFTTEX 2010 inValencia. Following that success several newbraided lines have been introduced duringthe last two years – four products for differenttypes of fishing.

Strike Wire Red is a superline that is nearlyinvisible to fish. Red is the first colour to‘disappear’ – or, more accurately turn to grey– underwater at around four metres.

Strike Wire Vertical gives the ultimate insensitivity without compromising control,says Strike Pro Europe. It is a strong hi-vispink braided line that is ideal for verticalfishing for big zander and perch.

Strike Wire Multi Colour has a colour changeevery ten metres and this allows anglers topresent the lure in the strike zone easily,more accurately and more often. It is best forsea fishing and trolling for all kinds of speciesin both fresh and saltwater.

Strike Wire Ice Braid – as its name suggests– has been designed for extremely coldconditions, as it is ice-proof and very strong.

In addition to braided lines the Strike Wirebrand also incorporates mono lines – StrikeWire Fluorocarbon and Strike Wire ShockLeader Nylon – which are both strong, suppleand abrasion resistant.

2011 LINE

Strike Pro Europe admits that its initial saleswewerere sslolow,w,w, bbutut adddds ththat the hard work,,

pink braided line that is ideafishing for big zander and per

Strike Wire Multi Colour hasurevery ten metres and this allopresent the lure in the strikemore accurately and more oftsea fishing and trolling for allin both fresh and saltwater.

Strike Wire Ice Braid – as it– has been designed for extremconditions, as it is ice-proof a

In addition to braided linesbrand also incorporates monoWire Fluorocarbon and StrikeLeader Nylon – which are boand abrasion resistant.

The line manufacturingsector has always been avibrant part of the fishingtackle industry, but – drivenby consumer demand – ithas in recent years risen topreviously uncharted levels ofinvention and diversity.

This year’s annual AnglingInternational Lines SpecialIssue is testimony to theinnovative approach of line

companies across the world, with almost 30 (that’sten more than last year) sharing their plans and newproduct ideas with the broader industry.

The profile of the line sector also continues to beraised by the EFTTA Line Charter, a determined andsustained effort by the European industry’s governingbody to raise labelling standards.

The response to the Charter has been extremelypositive with 27 companies having signed up – wellover the Association’s initial target of 20 and a sign,says EFTTA CEO Jean-Claude Bel, of the industry’sgrowing maturity.

“The industry has finally realised that the situationwas stupid,” he said. “Now we are trying to convinceother big players that there are no other options inthe future if they wish to remain credible brands. Notjoining will be looked upon with suspicion. It is up toevery honest company to stand against the cheaters.”

Strike Wire going fromstrength to strength


THE ANNUAL SHOWCASE FOR THE INTERNATIONAL LINES SECTOR

Business contactsTel: +46 8 7610600 Email: [email protected]

Website: www.strikewire.eu

Angling InternationalPublishing EditorMel Bagnall

B

EST NEW

B

RAIDED LI

N

E

WINNERAbove: Strike Wire Extreme has given rise toa range of new braids including Strike WireMulti Colour and Strike Wire Red.


If you have ever wondered why you goto so much trouble making your baitpresentation invisible to fish but then tiein a gaudy metallic swivel that sticks outlike a STOP sign, then you are not alone.

Meanwhile, anglers fishing for toothyfish are too often undermined byexpensive wire and leader material thatimmediately kinks. They waste precious

fishing timechanging outor otherwiserebuilding,retying andre-crimpingreplacementrigs and lead-ers – they haveeven lost fish

because their old wire material didn’tstretch or absorb the shock of a hard-pulling predator.

It’s why for years anglers of pike,muskies, wahoo, kingfish and barracudahave sought a better solution.

Aquateko says that’s also why duringICAST 2010 media and buyers whovisited its booth were so blown awayby what they saw. Again and againreactions to two new and revolutionaryfishing tackle products were the same.

The first was InvisaSwivel – the firstand only transparent, neutrally buoyantswivel constructed with an advancedfluorocarbon material called ‘Fluoro-Clear’.

Then came the Knot2Kinky NickelTitanium Wire – a totally new user-friendly leader and rig material that istieable, knottable, virtually kink-proof,corrosion-proof and elastic – offering10% stretch.

When Aquateko founder and ownerKeith Kessler demonstrated the InvisaS-wivel’s qualities, he said that reactionsat ICAST were inevitable and predictable.“People were saying ‘Wow’, ‘No way’,‘That is unbelievable’.

“Watching a swivel bend and flex 180degrees in all directions is one thing.To see the same swivel recover withzero adverse effects to the transparentmaterial or its free-spinning rotation issomething else entirely.

“That InvisaSwivel is also corrosion-proof, self-lubricating, neutrally buoyantand – of course – virtually invisible

under water makes it the obvious choicewhen conditions necessitate the mostnatural presentation possible.”

Next at ICAST was Kessler’s Knot-2Kinky stretch test. By applying signifi-cant pressure to either end of a two-footlength of this new nickel-titanium leader,the wire would actually stretch, stopand recoil back perfectly – no kinks, nocoils, no loss in tensile strength.

Reactions to this demonstrationreflected astonishment said Kessler.

“Previously difficult fish seemedwithin reach. Everyone wanted a pieceof this new action,” said Kessler.

“No matter where we go, demonstrat-ing InvisaSwivel and Knot2Kinky wire,”said Kessler, “anglers can’t believewhat they’re seeing. They immediatelystart thinking of ways they can usethese products on their waters. They’reusing InvisaSwivel for stealthy Carolinaand dropshot rigs for bass, finesseice-fishing applications and for ultra-sensitive redfish.”

He continued: “It’s the same thing forKnot2Kinky. We have had guys tell usthat they’re the best thing they’ve everused for pike and muskie leader be-cause it simply never kinks or corrodes.

“They can fish for days and weekswith just one leader. And they can tienew rigs in seconds. And, of, course thestretch factor amazes everyone.”

“Instantly, I knew I had found asolution to line twist,” said celebratedice fishing pioneer, Brian ‘Bro’ Brosdahl.“And I was right, tied between my main-line and a leader line, the InvisaSwivelabsolutely eliminated line-twist forvertical jigging.

Professional fishing guide and Fresh-water Fishing Hall of Fame (Hayward,Wisconsin, USA) member Tom Neustromagreed. He added: “InvisaSwivels areequally as effective on the open water,especially for trolling. I pull a lot of crank-baits, body baits like Rapalas, and tiedbetween my mainline and a fluorocar-bon leader, the InvisaSwivel keeps thebaits running true and withouttwistingthe line, even with spinning equipment.”

Business contacts

Tel: +1 904 273 7200 Email: [email protected] Web: www.aquateko.com

China-based line maker Dah Sen is set to increase its produc-tion capacity by more than 30% in the next three years. Itsays that over that time it wants to establish itself as the bestsupplier of fishing line in the world.

The company is making the move after seeing an increasein its braided line sales over the last year.

Company President Chia-Chen Chang told AnglingInternational that Dah Sen had the infrastructure in place toachieve its lofty ambitions. It is currently building a secondfactory in Jiangmen Xinhui city to take advantage of what itdescribes as a return of confidence in the fishing market.

“We have completed the first phase of our development plan and within the next12 months our production capacity will be up to 50 million metres.

Chang added: “The fishing industry has been through a tough time, but we areseeing a marked improvement. The market is back to about 70% of what it was at itsheight a few years ago.

“We were fortunate at Dah Senbecause the dip did not affect us as muchas we thought it might. Many of ourcustomers reduced their orders and putthe emphasis on quality and price.

“That meant an extra cost to us, butit also focused us on the quality of ourproduct and we are better for that.

“Anglers are increasingly placing im-portance on the quality of productsand companies like Dah Sen, whichhas a strong R&D programme, cantake advantage of that demand.”

Aquateko offers anglersdouble the benefits

Dah Sen: ‘We are ready tomeet increased demand’

Business contactsTel: +86 750 689 6666 Email: [email protected]

Website: www.dsci.com

Ambitious: PresidentChia-Chen Chang.

Gruppo DP has extensive experience inthe manufacture of OEM line brands forcarp fishing and, as part of a more aggres-sive marketing strategy, is looking to set upa team of reps to directly service retailers.

Gruppo DP’s carp range includesnine lines designed to suit all differentneeds and techniques. Among these isthe Asso Molecular Shield that is said tobe a 12-times more abrasion-resistantmonofilament. Unlike most high abra-sion lines that obtain their abrasionresistance by adding silicon, it gets itsqualities from a different technologythat is called ‘Molecular Shield’. Everymolecule is surrounded by a specialcompound that forms like a shield to pro-tect the surface and inner core of the line.

Gruppo DP pusheson in carp sector

Gruppo DP says that silicon is good forabrasion, but has disadvantages in that ithas too much memory and inconsistentknot strength.

The company also highlights its braidthat is produced by mixing PE andfluorocarbon – a combination that givesit a high sinking speed and more stretchthan a normal PE.

Business contacts

Tel: +39 0103 696846 Email: [email protected] Website: www.gruppodp.com

I N S I G H T • A N A L Y S I S • T R A D E N E W S2011 LINE


When you think aboutit, it’s only logicalthat it’s a Pure Fish-ing brand taking thenext big step in line.”

So says the company’s Senior ProductManager Jan van de Bovenkamp, as if tryingto rationalise the momentous news he isabout to deliver.

It‘s true that as “the leading fishing linedevelopers”, Pure Fishing‘s brands have

been responsible for a number of the verybiggest advances in line. Think monofila-ments from Stren in 1958, the first GSPEsuperline (Spiderwire, 1990) and mainline

fluorocarbon (Berkley, 2000). But this latestadvance is set to be the biggest of them all.

After seven years of development, testingand preparation, Berkley is primed to an-nounce a new breakthrough in line technol-ogy, “a spectacular new fishing line,” says vande Bovenkamp, that uses a material that hasalmost magical properties.

Berkley calls it uni-filament fishing lineand believes it has the capacity to turn themarket upside-down. “Hundreds of stronger-

than-steel Dyneemanano-filaments aremolecularly linked andshaped into a unifiedfishing line,” explainsvan de Bovenkamp. “It

starts as thin as human hair and this size willprovide you with more than 1kg of strength!

“Then you cast with it and the line seemslike it’s flying on its own.”

BERKLEY: ‘A SPECTACULAR NEWLINE IS COMING YOUR WAY!’It’s not a mono. Nor is it a braid or a fluorocarbon. No, anglingshould brace itself for a shock, says Jan van de Bovenkamp aheadof the summer launch of Berkley’s revolutionary ultra-thin Nanofil.

The story of the development of uni-filament is a classic one of exceptional rawmaterial coupled with angling know-how.When van de Bovenkamp and Pure Fishing’sGerman Regional Director Michael Stahlbergwere introduced to the “magical material” byDSM Holland, they immediately began work-ing on how to apply it to fishing.

Intense field testing followed with big gunssuch as Joe Meyer and Keith Jones. Yearspassed before the line was perfected.

“I remember the moment one prostaffer casted it for the first time,” says vande Bovenkamp today. “His response was,‘Wow man! Did you see that? The bait justflew straight into the trees on the far bank.What is this?’ If we hadn’t known before, weknew then that we had something special. Itcasts like you never experienced before andthe diameter and strength combination is likesomething from a dream.”

Berkley now has its first product using uni-filament technology. Called Nanofil, it willbe the subject of a majorlaunch in Etten-leur, Hol-land before EFTTEX.

It will be then be sold toconsumers from Septemberin special packs detail-ing how to knot the lineproperly. Uni-filament isspecial enough to requiresuch guidance, insists vande Bovenkamp.

“We found that it is es-sential to tie the right knotso you have ultimate knotstrength on the product,” heexplains. “Tests all aroundthe world proved the lineis probably the best low tomid-sized spinning reel linein the world.

“We will make it very, veryclear through education so anglers have all theconfidence they need to fish such thin lines.”

“This line sinks like a fluorocarbon and hasless slack for ultimate sensitivity and fasterhooksets!” So says a clearly delighted Jan vande Bovenkamp of Spiderwire Fluorobraid. Andthere’s more, he says.

“Spiderwire Fluorobraid has a low-coeffi-cient of friction for quieter retrieves. It’s builtwith the highest grade Dyneema for strengthand sensitivity but also two strains of Gorefluoropolymer high performance fibres fordensity and sinkability.

“This is a breakthroughGore FluoropolymerDyneema superblend.”

Where traditionalbraids build a huge bumpin the line profile towardsthe bottom where the baitis, Spiderwire Fluorobraid

will have a direct profile that allows you to fishdeeper or have a much faster hookset.

Its small diameters make it perfect forfeeder fishing and for fishing spoons, spinnersand medium wobblers. “It even makes pilkssink faster,” adds van de Bovenkamp.

“You can make wobblers run deeper or havedead bait presented to the bottom withouthaving line floating around it. There is no limitto the use of this line. ”

“The diameter and strengthcombination of this line is likesomething out of a dream.”

Spiderwire Ultracast Fluorobraidis the best option between

buoyant lines and leadcore.


INTRODUCING SPIDERWIRE FLUOROBRAID


Business contacts

Tel: +33 45 09 67 700

Email: [email protected]: www.eu.purefishing.com

BERKLEY: ‘A SPECTACULAR NEWLINE IS COMING YOUR WAY!’

The new FireLine Tournament Exceedmeets the needs of anglers who wantthe highest performing braid, says Janvan de Bovenkamp.

“This is a line to suit cutting-edgetournament techniques,” he says.“Its incredibly thin diameter provideseven greater and more secure castingproperties, greater sensitivity for thedetection of bites, superior lure perfor-

mance and increased line capacity.It also keeps its strength, manage-ability, knot strength and abrasionresistance.”

The Tournament Exceed range nowincludes a New Red, the original FlameGreen, Smoke and Crystal colours. Thepackaging is modern and effectivein protecting the line in the best waypossible, adds van de Bovenkamp.

Business contacts

The new FireLine Tournament Exceed is nowavailable in stores, says Jan van de Bovenkamp.

Jan van de Bovenkampwith a 12lb Redfish caughton 0.15 Nanofil tied direct

to the swivel on a testsession in South Carolina.

Left: The highly versatileUltracast Fluorobraid.Right: New FirelineTournament Exceed.

WHAT MAKES SNOWBEE’S XS FLY LINE SO SPECIAL? See p46

THE NEXT GENERATION IN FUSED PE BRAID



Website: www.eurocord.eu



EUROCORD TAKESGREAT LEAP FORWARD!Following operational changes, the OEM specialist based in the Netherlandsis now able to offer an improved service, putting it in a position to deliver‘the best possible lines available,’ says General Manager Timo Vernooij.

Over the last few months Netherlands-based OEM manufacturer Eurocordhas been busy developing a newrange of fishing lines in closecollaboration with customers and

professional field testers. To ensure clear classifica-tion of the portfolio, the company has categorised itsproducts into floating lines, sinking lines and inter-mediate sinking lines. This spring will see the launchof new floating lines including ultra-thin lines, eight-braid lines and lines for sea fishing and catfishing.

The small diameter lines can be used as a mainline or for casting purposes. For this Eurocord hasdeveloped two new product groups to fulfill customerdemands. These lines can be also used for ice fishing.

The eight-braid product group has been developedto fulfill customer requests for a smooth line witha sophisticated feel. This product group looks likemonofilament fishing lines.

For stronger lines needed specifically for sea fishingand catfishing, Eurocord has developed a braidedfloating line produced on a 12 carrier braidingmachine. These lines are very round, smooth andstrong in relation to the diameter. It’s where Eurocordespecially distinguishes itself from its competitors.

For all of its fishing lines Eurocord has developeda special Teflon® coating to make the line signifi-cantly smoother, more water-resistant andless prone to picking up sand and dirt.It is also intended to prevent tanglesand is therefore longer lasting.The coating is optional and canbe applied to every Eurocordfishing line.

Eurocord General

Manager Timo Vernooij revealed that the company isalso planning to introduce new sinking and interme-diate sinking lines in the second half of the year.

He explained: “Besides these relatively standardproducts we are also working on custom-maderequests, including the development of a braid withmore stretch than is currently available on the market.

“Over the last year some organisational changes havetaken place in the company and we have invested inthe innovation of our products. Quality and continuityare the key words driving Eurocord as we strive to offerour customers the best possible lines available.”

Vernooij says that the company will be backingup its new launches by optimising the productionprocess and the sourcing of new raw materials. Thecompany is also planning to revamp its website tosupport a stronger marketing push.

Eurocord started braiding super-strong materialslike Dyneema® and Kevlar® for the fishing market in1989 and Vernooij says: “We provide fishermen withhi-tech products and we use the most innovativematerials and methods of production to maintain ourposition as a leader in the production of quality lines.

“The production takes place in our own factory in

Tilburg and from there we can deliver fishing lines inhigh volumes. However we can also personalise thelines with specific company branding and individualtechnical requirements.

“Over the past 40 years Eurocord has developed andproduced products of high quality. We have maintainedthe best possible relationships with our customers whocan always have confidence in our reliable andexperienced team of management and employees.”

Eurocord produces for its customers under ‘whitelabel’ as Original Equipment Manufacturer (OEM).The company welcomes customers’ special requestsand is happy to provide them with tailor-madeproducts. For further information please contactsales representative Bram Jacobs.


For nearly 100 years the Cortland Line Company hasbeen at the forefront of line technology.

Based in the picturesque valleys of central NewYork, the company says that since the early days it hasbeen focused on just one thing – fishing.

It adds: “Fishing has and always will be what drivesus on to develop the most advanced lines offeredtoday. All our lines share the latest in line technology– many of which Cortland pioneered itself for theindustry.”

And one of its latest developments is the PE+Crystal – an all-new fly line that is formulated with ablend of polythene and special copolymers.

Built on a nylon monofilament core, the PE+Crystal’s patent-pending crystal-clear jacket isnaturally lighter than water, eliminating the need formicro-balloons or other agents to make it float.

The hard, ultra-smooth PE+ line jacket finish has alower co-efficient of friction than any other productionfloating line ever made so it shoots silently throughthe guides and casts faster and further than equivalentPVC-coated floating lines, says Cortland.

Cortland’s advantage is ‘crystal’ clearThe line jacket is tough and much more

resistant to cuts and abrasions. It is fused tothe monofilament core with an almostunbreakable bond so nail knots holdsecurely and there is never anyseparation of the jacket and core.

Its high tensile strength virtuallyeliminates stretch for instant hooksets and incredible sensitivity.

The PE+ jacket is also UVstable, will not absorb water andis highly resistant to chemicals –it won’t dissolve or soften whenexposed to DEET, fuel or mostother solvents. Cortland addsthat unlike PVC-coated fly lines,it is 100% recyclable.

Another modern-dayinnovation for Cortland has beenits Precision Series – a range of species-specificlines that use advanced taper configurationsfor different types of fish and applications.


Website: www.cortlandline.com

Eagle Claw says that bioline is thefirst 100% biodegradeable fishing lineon the market. Made from a specialformula of biodegradable polymers,bioline is engineered to retain itsstrength and durability for the firstten to 12 months of use. After that itwill decompose in water or on landwithin five years. Eagle Claw says thatstandard monofilament lasts for over600 years.

For that reason bioline is said to bethe choice of anglers looking for a moreearth-friendly line alternative. It is saidto perform as well as a monofilamentand boasts strong abrasive resistanceand knot strength while havingthe clarity of fluorocarbon.

bioline is certified to meet themost stringent ASTMD 6400standards; it comes in 225 yardsper spool; it is packaged in airand watertight packaging that isboth re-useable and recyclable;and its pound test ratings arewithin IGFA regulations.

Eagle Claw says it strives to

be the leader in green fishing gear foranglers around the world and looksfor opportunities to work with otherorganisations which are committedto conserving natural resources andwaterways. The company says: “Webelieve our commitment to theenvironment is an investment in ourcollective futures.

“Through the introduction of in-novative and environmentally-friendlycomponents, we are able to manufac-ture products that help us meet ourpresent needs while preserving theplanet for future generations.”

Eagle Claw’s bioline takeslead role on environment

Business contactsTel: +1 720 941 8720

Email: [email protected]

Website: www.biolinefishing.com

After significant research and development,FirstDart has added a PE line in ultra-finediameters for discerning anglersworldwide. Platinum Helixis a multi-filament line thatcombines the existing propertiesof PE lines – almost no stretch andhigh sensitivity – with ultra-finediameter at affordable prices.

FirstDart Sales Manager SandyOgata said: “We often get asked for PElines with diameters of 0.16mm and be-low. While we could supply these, the priceswere often too high for the marketplace. Now, withPlatinum Helix, we can offer lines down to 0.08mm at a goodprice.”

Sandy explained that the problem in the past was that to achieve a roundbraid it needed four ‘carriers’ of PE material. To achieve the fine diametersnecessitated the use of very expensive low denier fibres.

FirstDart says it has solved the problem by replacing the braiding processwith a new one called Homogenous Compound Bonding (HCB).

Added Simon Henton, FirstDart’s Marketing Manager, “This new HCBprocess allows us to produce very fine diameter PE lines that act and feel likea monofilament but have exceptional strength.

“These lines have been particularly well received in Europe and the USAand have attracted a lot of interest in feeder fishing situations as well asnormal bait and lure fishing applications.”

Platinum Helix lines are available from FirstDart in diameters from0.08mm and in standard colours of black, grey, blue and fluo yellow.

FIRSTDART UNVEILSULTRA-FINE PE LINE


Website: www.firstdart.com


Business contacts

Tel: +62 21 596 1265


Website: relixfishing.com


EIGHT BRAIDBraided from eight PE yarns with a braided con-struction that is designed to give supplenessand strength. It is soft and thin – its diameterallows it to fill the spool with more line to enableit to cast further. Relix says the braid is ideal forall fishing techniques, particularly verticaljigging, trolling, jerk bait and popper fishing,carp fishing and spinning.

PT Central Sarana Pancing (CSP)– under its Relix branding – is setto double its braided line capacityin the next year and plans to addmore capacity for its monofila-

ment production.The Indonesian-based company, which

launched four new lines at China Fish 2011,says the move is necessary to keep up withincreasing demand for products.

Lieanto Sjafri, CSP Marketing Manager,told Angling International: “As a linemanufacturer in Indonesia we are enjoyingmany advantages over our competitors –including low labour costs and taxdiscounts for importers in manycountries that deal with us.

“Companies are now seeing us asa good supply alternative, especiallywith the labour problems in Chinaand the strengthening RMB.

“We have been working withmany new OEM customers overthe last two years.”

Line is an important part ofthe CSP business andaccounts for nearly half ofthe company’s revenue andproduction output. It hastwo factory buildings –utilising around 3,100sqm of floor space – dedi-cated to line production.

Sjafri said: “The linemarket is very competitiveas many companies haveentered the sector in China over the lastfew years offering monofilaments as well asbraided lines at very competitive prices.

“However, CSP tries to focus onquality and does not compete on price.We work hard to understand exactly howlines are used in every style of fishing andthen develop products that work andanglers understand.

“We have also learnt to use cutting edge

technology and materials and we apply themin the development of new products.”

Sjafri added that CSP was developing itsbusiness worldwide and returned from ChinaFish with contacts in countries it has notdealt with before.

He said: “We talked to representativesfrom Kazakhstan, Ukraine and othereastern European countries aswell as Latin America.”

RELIX STRENGTHENS ITS GLOBAL POSITIONBoosted by continued low costs in Indonesia and cutting-edge technology at itsfactory, the Relix brand is finding customers for its lines in unexpected places.

NEW LINESLAUNCHEDAT CHINAFISH 2011


LEAD COREPopular for walleye, troutand salmon fishing. Its heavyweight allows it to be castfurther from the boat. It isbraided with fine mesh overa supple, yet strong leadwire. It is also colour-codedevery 10m.

ONE BRAIDSpecial braid in which all of the individualyarns are threaded together by a specialthermal process. As a result it is very thinand strong. A multi-coloured line, there arefive different colours with a change every10m so that the angler can tell how muchline has been let out and how deep the baitis. Ideal for jigging and trolling.

PERFECT BRAIDAn ‘ingenius’ sinking PE braided line, according to Relix. It isperfect as a main line. Normally PE braid does not sink byitself in water due to its gravity index that is slightly smallerthan water. Perfect Braid sinks at just the right rate sothat it will not scrape the bottom during retrieve. Unlike PEPolyester braids, Perfect Braid is very thin. It is good for longdistance casting, such as carp fishing with boilies. It will alsoperform well when trolling for trout and salmon.

RELIX STRENGTHENS ITS GLOBAL POSITION“We try to focus on quality rather thancompete on price. We work hard to un-

derstand exactly how lines work.”– Marketing Manager Lieanto Sjafri


Northland Fishing Tackle says it has been makingangling fun and simple for over 35 years. And it isadding to that fun element with the launch of Bionic– claimed to be a game changing,species-specific fishing line brandcrafted expressly for walleye, bass,panfish and ice fishing.

Northland says that you justspool it up and can fish all daysecure in the knowledge of its reli-ability. Bionic Fishing Line safelyand securely closes the gap fromhookset to landing net.

Northland says: “Because guystucked away in laboratories aren’tnecessarily fishing fanatics, Bionic

was inspired by real fishermen, and it was tested andabused in real on-the-water conditions. As a result ithooked really big fish.

“Bionic simply removes the guess-work from the often confusing processof choosing line. Each formula has theproperties required for fooling and land-ing your favourite fish species – that’sthe Bionic advantage.”

Enhanced features include a uniquely-designed and exclusive Kwik-Spool lineslot for easily spooling reels straight fromthe box with perfect tension every time.

Bionic also offers what is describedas a revolutionary new line camouflagesystem. The walleye and bass formulas

both feature Invisi-Clear and stealthy CoverFlageGreen Camo, which fades out and blends in withany aquatic environment. The panfish and ice fishinglines sport either Invisi-Clear or AquaFlagemulti-shaded Blue Camo.

“Bionic Fishing Line is engineered with thebalanced properties of strength, sensitivity,invisibility and the necessary flexibility for on-the-water success,” says ‘Mr Walleye’, Gary Roach.“I trust Bionic to catch my favourite fish.”

Svendsen Sport says that the new floatingTactical Kevlar Shooting Line from Scierrais ‘nothing short of a revolution’ inshooting lines.

It boasts that with its no-stretch Kevlarcore, it offers a wide range of advantages overtraditional shooting lines.

The company says: “In general, fly fishing withrunning lines and shooting heads has becomeincreasingly popular over the last number of years –and for good reason.

“Shooting head set-ups can help maximisecasting distance and reduce the number of blindcasts needed to deliver a long-distance cast.However, with added distance new problems arise.

“Certain aspects of the fly cast tend to complicatefurther with the added distance. People who fish withshooting lines know that line tangles occur now andthen – the more line you cast the more often theseproblems happen.

“Plus, since shooting lines thus far have tended tobe quite elastic, fishing at great distances has compro-mised contact, feeling and not least the ability to strikewith an immediate response when a fish takes the fly.”

Svendsen Sport believes it has taken these problemsinto account with the Scierra Tactical Kevlar ShootingLines, adding: “It compensates brilliantlyfor these complications.

“The density of the Kevlar core counteracts linetangles in a remarkable way and – as it is not elastic

– the most cautious take can be registered and aresolute strike applied.

“This, in turn, is something that will undeniably re-sult in better hook-up percentages and fewer lost fish.”

The company also has high hopes for its new KevlarRunning Line and says: “Combined with an extremelytough and smooth coating, it should have no problemfinding a following in the fly fishing community.”

Scierra starts revolutionin shooting lines

Business contactsTel: + 45 46 191913 Email: [email protected]: www.svendsen-sport.com

Another launch: Scierra’s new super-tough Kevlar Running Line gives you

perfect contact with the fly.

Northland: ‘Bionic makes fishing easier and more fun’

Business contactsTel: +1 218 751 6723Email: [email protected]: www.northlandtackle.com


MONOFIL-TECHNIK INTRODUCES ‘UNIQUE’ HARDLINER LEADERAngling International: What is special about the newHardliner leader you’ve launched for predator anglers?Dirk Sowietzki: The manufacturing process utilises aspecial PA-based granule that is exclusive to Monofil-Technik and produces unique characteristics. Theseinclude very low underwater visibility, because theleader is transparent, and excellent resistance againstthe fish. A marketing manager would tell you: “It isresistant like steel and flexible like nylon”. I would saythat Hardliner is somewhere in the middle. It is im-portant to be fair to the end user and tell them clearlywhat they can expect from the new product.Is it already in the shops?We put it on the shelves in France at the end of lastyear and we are getting more and more requests fromour distributors to stock it for the new season.

Is Monofil-Technik seeking distributors in anyparticular countries?We have vacancies in Denmark, the UK, Austria andItaly. In some countries sales are becoming more andmore difficult as Platil – a company dedicated to stat-ing the real breaking brain of our products – battlesagainst organisations that do not.What are Monofil-Technik’s goals for the next year?Our first aim is to continue to produce qualityproducts. That is the road we are going down. Ourdistributors, retailers and end-users expect it and wewill provide it!Monofil-Technik has had reservations about the EFTTALine Charter. Is your view still the same?We do not see that the problem is being attacked atthe grassroots. As long as some key companies are

continuously kidding the market and the end-usersthe situation will not change. EFTTA can only stopthis by making these companies sign the Line Char-ter. Companies are still marketing their products andtheir ‘fabulous’ characteristicsand getting widespreadpublicity for them intrade journals. Theonly base for goodand true marketing isto have a good and trueproduct.

Business contactsTel: +49 2242 927614 Website: www.monofil-technik.deEmail: [email protected]


Snowbee XS‘is stillproving it’s the best’After almost two decades of uninterrupted success, even thecompany itself is finding it hard to improve upon its best sellingfly line, explains Sales & Marketing Manager Simon Kidd.

Business contacts

Tel: +44 1752 334931 Email: [email protected]

Website: www.snowbee.co.uk


Innovation may be the lifeblood of the tackletrade, but when you have a perfect product,the smart move is to invest in it, nurture it andbuild a successful business around it.

That is exactly what UK company Snowbeehas done with the Snowbee XS fly line, which hasenjoyed uninterrupted popularity among passionatefly anglers for almost two decades.

In that time even Snowbee has admitted it hasstruggled to surpass the quality of the XS with newproduct launches. So imagine how difficult it must befor its competitors.

“The Snowbee XS has been the smart choice for thediscerning fly fisher for years,” says Snowbee Sales &Marketing Manager Simon Kidd. “We have looked toimprove on it on several occasions but nothing has yetbeen introduced that rivals it for quality or performance.

“To this day it remains Snowbee’s best selling andmost desired fly line.”

Snowbee has developed the XS business by extend-ing the range to include other XS density optionslike the Neutral Density, Buzzer and Countdownseries of sinking lines plus other colour optionssuch as the XS Hi-Vis and Twin colour versions.“But the essential recipe and design has remainedunchanged,” asserts Kidd.

In 2010 Snowbee came perhaps its closest yet

to surpassing the quality of the XS with its XStraDistance fly lines, short-head profile versions inhigh-visibility two-colour designs and three densities:Floating, Intermediate and Fast-Sinking.

“XStra Distance lines are superb casting fly linesin the hands of even the most modest newcomer,”explains Kidd. “If the classic Ivory XS Floating is thebenchmark, then XStra Distance is hot on its heelsas the next best line, especially in a tight spot whereextending a long back cast presents a challenge.

“We also have a Hi-Float XS, which is a twin-colour option and has proved a popular alternativefor both rivers and stillwater fishing. Perhaps notquite as silky smooth and supple as the classic Ivory,but as a compromise these lines do appear slightlylonger-lasting with extended use.”

Snowbee has also introduced its brand newSwitch lines for 2011. They are available ina range of six sizes. All are profiled in shortshooting head Skagit style and are 120ft infull line length.

But the challenge remains. How do youimprove on the near-perfect XS? The only issueSnowbee finds is that the lines do eventually wearout. But even that is a testament to their popularity,says Kidd.

“The lines are a little delicate and do wear eventually,

but perhaps that too is a reflection of the use theyreceive, because as any fisherman who fishes regularlywill know, when you have found the perfect fly line,you’ll use it to destruction. As yet, we have not founda better solution to surpass the superb XS.

“Other lines that might last longer simply do notmatch the XS in terms of performance,” he added.“Any attempts to try and improve this line have allled to the same conclusion. You cannot improve onperfection and the Snowbee XS Ivory fly line remainssimply the number one.”

Left: The perfect line:Snowbee admits it has yetto improve on the XS butinstead has followed a

strategy of extendingthe range.

Ivory,htly

wear

Business contacts

Left: The superb casting XStra Distance line launched in 2010.Below: The brand new Snowbee Switch lines for 2011.


McCoy Fishing is proud of a pedigree thatstretches back to 1935 – and for morethan 75 years it has been producing‘superior’ grade products that are boldlystamped ‘Made in America’.

The famous company originated from America’s PacificNorthwest and was one of the first companies to introduce acoloured line – green – and its co-polymer known as ‘MeanGreen’ became one of the best quality premium lines in thefishing industry. Mean Green was the fisherman’s line ofchoice from Alaska to the Oregon coast.

McCoy Fishing is now headquartered in new, updatedfacilities in Lake Havasu City, Arizona and is recognisedworldwide as a top producer of premium products.

Over the years advances in technology have allowed thecompany to improve on its ‘Mean Green’ formula and todaythat pioneering spirit has seen it bring to the market otherlines such as Xtra Clear, Clear Blue Fluorescent and Ice Line.

McCoy, in keeping up with the high expectation of itscustomers for premium products and performance, alsooffers a premium fluorocarbon – Fluoro100. Made inAmerica, it was developed to improve on conventionalfluorocarbon line and quickly made a name for itself whenMcCoy’s Bassmaster Elite pro, Jason Williamson, won hisfirst tournament ever using this product.

Jason, who has been with McCoy for three years, hastwice won and qualified for the Bassmaster Classic. Hesays: “The pressure to win at this level is immense andI have won two tournaments since using McCoy.

“McCoy has allowed me to fish with confidence andperform at a superior level – my line is now somethingI never have to worry about.”

Alongside the Fluoro100 comes McCoy’s advancedsuper braid – Super Spectra Braid – that uses polymer-saturated Spectra fibres to create a strong, tough premiumline that is ‘smooth as silk…strong as steel’.

McCoy says that by reinforcing the Spectra fibres it hasbeen able to give its braided line greater resistance tobreakdown and deterioration, UV exposure and water absorption.

It also claims it is 15% stronger and five times moreabrasion resistant than similar diameter Spectra lines.It is available in original ‘Mean Green’ and the newestcolours: Hi-Vis Orange and Hi-Vis Yellow.

McCoy Fishing Line is committed to producing top quality,premium products for all anglers all the time and also manufacturesRod Shield, V-Twin Spinner Baits and Pyrex Glass Rattles.

Spirit of ‘Mean Green’driving McCoy onwards


Website: www.mccoyfishingline.com

The Lazer lines range has been on the market for more than15 years and during that time it has built up a reputation forreliability and high quality, says its maker, K&K.

Based in Bulgaria, K&K exports to more than 20 countriesand says that its philosophy is tomain a high standard of qualityand to always develop new andbetter alternatives.

Manager Kiril Andreev says:“This gives us a competitiveadvantage in what is nowadays adifficult market.”

Andreev revealed that followingthe success of its Fortex line lastyear, K&K has produced smallerspool sizes.

The Fortex line is made in Japan and is said to be one ofthe most advanced on the market. K&K is currently workingon new additions to the range at the top end of the sector.

The new models include a general-purpose array of high-grade lines and a range of specialised lines for match, feeder andBolognese fishing as well as a new camouflage carp offering.

The new projects also include a high-grade fluorocarbonline and two PE braided lines – in a fluoro highly visiblecolour. K&K is also making a line for jigging and trollingwith colour changes every metre.

There are many packaging options for the new lines, butalternatives are available to suit the needs of the customer.

K&K adds yet more quality to its range


Website: www.filstar.com


E(,0.%J@9JE%G K!'*)K

XR6TZ6NXVVN3QFWD0/$1=SY:?DBY5]DH

1%< $%?B?4&AQL(YLL %BD?;=

I?4S4H .F[?Y(=TX RZ XVN 3NX

B:?]S4=QFU0MQL(YLL5]D5F"

>?.?4#QYH]D @;[

AYF <4M4HQFYP^ Z VT33 3^\3

F4M4HQFYM0;QYH]D5OB

6,"%4)D4?-:YFD= .Q?Y= .FULY?=

>4?]YLD >D?4LY=VX ^^ XZ^X \NRX

QFWD02:YFD=4Q?Y=4FULY?=5]DH

%. .FUYL -4?4L[D'DHQF4 %4F;QLLQVX^6ZX\6X\ZZ

QHBD?;04FUYL24?4L[D5]DH54?

.LYO4F[?D >QLLD""Q33 VX ^^ XVPX ZXNX

4LYO4F[?D0[DLBSQFBY=]45]DH54?

-D(QY %'@'D[?QUD >4?;QFY"VX6^^6XZPX6T333

?D[?QUD02D(QY6=?L5]DH54?

6(*),?BD?>4$/$ #4]MLY )#9 @QHQ;Y[

.F[?Y( %:HHY?=T^ Z NPNN 33ZX

H4$/$02QUBDF[5FY;54:

C0()! 6#,D'?J?DF;QY? +Q=;?Q2:;QDF

+Y4F 'QBS4UYF\R ^^ XTZ N3XP

[Y4F?0W?DF;QY?1=SQFU5]D5"4

C0()! :0,%?J?YY=;DFY

CDSF EA )4?MP\ \ XPX PNZ3

W?YY=;DFY/$0F48Y?5]DH

C% ,D?BA$:FU6S(4 ,S:FUP\Z\ TPZ 3PTX

O=]D?B]D0]SDL5]DH

CD4"?.0,%,DSD JQ=SQFU #4]MLY

>Q]S4YL -DY$TV T\NR \NRP

]DSD1=S0=QFUFY;5]DH5=U

5?B?7*D?)=4UY >Y?[4F4

aQ8YT3Z P3\X ZTT\

B=4UYH0=;?Y4H$&5]DH

/!DB%+YL <D?;Y *:;[DD?=>4?] 5̀ `SQ;;4MY?

VT\ ZR^ 3ZNN?D[4F[U:F0UH4QL5]DH

2,?3DBJL$Y]Q4 EHBD?;4]4D Y ,DHY?]QD @;[4

.F;DFQD >D?YLLQ^^ XP^Z ZN\Z

/$Y]Q40/$Y]Q45]DH

5%9D'0#SY I?Y4; *:;[DD?=%Y?UQD -DLL4""Q %D=4

V\ VV VZNZ XTR^2DLL4""Q0B?D[QU$5FY;5H&

@4D)%& C)?)%*CYWW `QY?QFU4

%4LY= _ >4?MY;QFU >4F4UY?!% 7^6TV^6RZT6VNV\

OL(QY?QFU40HHH5]DH

;5 C'D%4)D#D' 64"B%,*<<<+*'D%4)D#D'?4"B%,*+'08

A4)%,4?)D04?B C?B%*-D*),D=()0,*

E(,0.%J@9JE%G K!'*)K

XR6TZ6NXVVN3=SY:?DBY5]DH $1 QFWD0/

1%< $%?B?4&AQL(YLL %BD?;=

I?4S4H .F[?Y(=TX RZ XVN 3NX

B:?]S4=QFU0MQL(YLL5]D5F"

>?.?4#QYH]D @;[

AYF <4M4HQFYP^ Z VT33 3^\3

F4M4HQFYM0;QYH]D5OB

6,"%4)D4?-:YFD= .Q?Y= .FULY?=

>4?]YLD >D?4LY=VX ^^ XZ^X \NRX

QFWD02:YFD=4Q?Y=4FULY?=5]DH

%. .FUYL -4?4L[D 'DHQF4 %4F;QLLQ

VX^6ZX\6X\ZZ QHBD?;04FUYL24?4L[D5]DH54?

.LYO4F[?D >QLLD""Q33 VX ^^ XVPX ZXNX

4LYO4F[?D0[DLBSQFBY=]45]DH54?

-D(QY %'@ 'D[?QUD >4?;QFY"

VX6^^6XZPX6T333?D[?QUD02D(QY6=?L5]DH54?

6(*),?BD?$ #4]MLY )#9 @QHQ;Y[ >4$/

.F[?Y( %:HHY?=T^ Z NPNN 33ZX

$02QUBDF[5FY;54: H4$/

C0()! 6#,D'?J?DF;QY? +Q=;?Q2:;QDF

+Y4F 'QBS4UYF\R ^^ XTZ N3XP

=SQFU5]D5"4 [Y4F?0W?DF;QY?1

C0()! :0,%?J?YY=;DFY

CDSF EA )4?MP\ \ XPX PNZ3

$0F48Y?5]DH W?YY=;DFY/

C% ,D?BA$:FU6S(4 ,S:FU P\Z\ TPZ 3PTX

O=]D?B]D0]SDL5]DH

CD4"?.0,%,DSD JQ=SQFU #4]MLY

>Q]S4YL -DY$TV T\NR \NRP=S0=QFUFY;5]DH5=U ]DSD1

5?B?7*D?)=4UY >Y?[4F4

aQ8YT3Z P3\X ZTT\

B=4UYH0=;?Y4H$&5]DH

/!DB%+YL <D?;Y *:;[DD?=>4?] 5̀ `SQ;;4MY?

VT\ ZR^ 3ZNN?D[4F[U:F0UH4QL5]DH

2,?3DB@;[4 ,DHY?]QD Y EHBD?;4]4D JL$Y]Q4

.F;DFQD >D?YLLQ ^^ XP^Z ZN\Z

$Y]Q45]DH $Y]Q40/ /

5%9D'0#SY I?Y4; *:;[DD?=%Y?UQD -DLL4""Q %D=4

V\ VV VZNZ XTR^2DLL4""Q0B?D[QU$5FY;5H&

@4D)%& C)?)%*CYWW `QY?QFU4

%4LY= _ >4?MY;QFU >4F4UY?!% 7^6TV^6RZT6VNV\

OL(QY?QFU40HHH5]DH

64"B%,* C'D%4)D#D' ;5<<<+*'D%4)D#D'?4"B%,*+'08

C?B%* A4)%,4?)D04?B-D*),D=()0,*


A bramis began the newfishing season in style witha successful appearance atits country’s Wind & WaterBoat Show in Warsaw.

Among its many other products, thecompany showed off its 2011 range ofMikado braided lines. The lines are basedon a precise rounded weave of Dyneemafibres that achieves 970kgm3 density indexand a tenacity index of up to 4n/tex.

The basic model is the Mikado Senseiand it comes in two colours – black andgreen. Extremely strong, smooth and with alow friction co-efficient, it has been designedfor spinning and was tested on many Euro-pean waters where it proved to be particu-larly successful for pike and perch fishing.

Abramis introduceslines testedto the limits

bramis began the new

index to 140n/tex that makes it extremelyresponsive especially for powerful hooking.

The final line is Baltic Cod – a strongline that comes in thick diameters.

Based in Lomianski –15 minutes awayfrom the centre of the Polish capital, War-saw – Abramis was formed in 1989 andis a producer, importer and distributor offishing tackle under the Mikado brand. Itemploys over 60 people in Poland and itsbranch in China.

The company says that its strength liesin the extensive range of fishing tacklethat it can offer. Its collection includesrods and reels for all types of angling andmonofilament and braided lines madefrom the best materials on the market.

Abramis adds that all its products havebeen designed and product tested by topprofessional fishermen to guarantee a topclass performance.

The company’s professional anglingclub, Mikado-Abramis, is filled with topanglers and is a former Polish andEuropean Championship winner. Mikadoalso sponsors the national Slovakianteam that won the 2010 World SpinningChampionship.

Business contactsTel: +48 22 751 74 97Email: [email protected]: www. www.mikado.pl

From the same family comes the SenseiMark-Countdown. It is a multi-coloured linefor sea fishing and trolling and consists of10m sections in different colours. Addition-ally each metre is marked with a white lineso that anglers can tell exactly how deep theyare fishing or how far away the trolled lure is.

The Fishunter Camouflage is a specialbraided line produced in a sequence ofalternating shades of brown, green and beige.The combination is designed to make theline invisible at the bottom of the water andin underwater vegetation.

The Trython Mega Line represents themost popular universal type of line and is arounded cross-section braided line. It comesin three colours – black, dark green and fluo-yellow. It has a low elasticity and a rigidity

Main image and above: the in-novative braids marketed underthe Mikado brand.

From its base in Poland, the company is renewing its assault onEurope’s line market with a range of braids developed by top anglers.



Technium has been one of the most usedmono lines in Europe since it was firstintroduced 12 years ago. A uniquely designedmonofilament, it is exclusive to ShimanoEurope and is renowned for its durability.

It is extruded with three different materialscombined into one line. The super abrasion-resistant core is covered with a strong, lowmemory abrasion-resistant sheet and the lineis finished off with a smooth and durableouter layer.

The total construction gives Technium itsunique characteristics that are well known toEuropean anglers – abrasion resistance andextreme low stretch combined with excellentcasting ability, says Shimano Europe.

With only 12% stretch – compared to 25%in regular monofilaments on the market –Technium is said to be the excellent bridgefor those anglers who want more stretchagainst braided lines, which have approximate-ly 6% stretch – but far less stretch againstmonofilaments.

In 2010 Shimano continued its Techniumevolution with the introduction of theTechnium invisitec. It is made using the samehigh durability triple construction process asregular Technium.

However, the big difference is the applicationof what Shimano describes as the revolution-ary invisitec technology that makes the linelow in visibility.

It says that the invisitec technology creates awhole new spectrum of possibilities for use –spinning in clear water, surfcasting or carp fish-ing in very clear waters to mention just a few.

Technium invisitec has a low visibility thatis very close to fluorocarbon, but with theexcellent casting attributes of the regularTechnium monofilament.

Shimano adds that with Technium andTechnium invisitec, it is able to providefor a wide array of fishing situations andtechniques.

PowerPro – part of the Shimano groupPowerPro – part of the Shimano group

Shimano adds lo-vis line to Technium range– is introducing PowerPro Depth Hunter– a Japanese-engineered multi-colouredhi-tech braided line.

Every ten metres the line changes colourand each metre is individually marked fordepth and distance control.

It is said to be perfect for jigging, deep-seafishing and many other techniques wheredepth and distance control can be used.

By adding another Technium lineplus a new braid by PowerPro,Shimano is meeting the needs ofyet more anglers worldwide.

Business contacts

Tel: +31 341 272233


Website: www.powerpro.com


Momoi – with over 100 yearsof history – has receivedhigh praise as a leadingfishing line manufacturer,particularly for its sea an-

gling products.The company says that the reason for that

can be summed up in two words – real quality.It says: “Big game anglers are fighting enor-

mous fish in extreme conditions and thereforethey demand real quality products. Momoi‘squality has been trusted by serious anglers formany years.”

Momoi did not have its own sales networkin Europe until it started making in-roadsinto the marketplace following its first appear-ance at EFTTEX in 2007, in Prague, in theCzech Republic.

And it admits having reservations abouthow its products would be received as thesector was more focused on price rather thanthe quality of the product.

However, Momoi maintains that the markethas been changing and it is now broadly splitbetween a sector that is looking for low qualityand at a low price and those customers that

require high quality at the right price.Momoi says: “We live in an age where anglers

will decide on the right price and that will dictatethe market. Even if our products are consideredto be highly priced they are certainly regarded as

the ‘right price’ by our many customers.”Momoi says an example of this is its

new eight braided PE line, JigLine MX8which has proved popular among anglersalong with the Hi-MAX Field Chaser in

fluorocarbon, the Hi-MAX Super Soft andHi-MAX Extra in nylon monofilament.“As a manufacturer, Momoi will continue to

prove to anglers that our products are at the ‘rightprice’ by delivering trustworthy, quality products.

“Momoi’s insatiable ambition to build highquality products is driven by the ‘Samurai Spirit’which was first instilled into the company ethoswhen we began.

“With 100 years under our belt, we are nowlooking towards the next century where we believeour ‘soul and spirit’ will stand us in good stead.”

Strategy based on quality payingoff for Momoi

Business contacts

Tel: +81 78 391 5448 Email: [email protected] Website: www.momoifishing.jp

Above: Momoi saysit is delivering itshighly regardedlines ‘at the rightprice’ for today’smarket.



P roviding customers with exactlythe length of fishing line theywant to buy is providing avaluable customer service fortackle dealers in Europe. And it’s

a trend that is benefiting Lovy in Brno in theCzech Republic.

Business Manager Zdenek Vybiral supplieshis line winding machines mainly to whole-salers and occasionally directly to tackleshops. He is enjoying particular success withhis new ULW07 model.

The recently developed machine enablesline to be wound onto the spools of baitcasting,spinning or fly reels or directly ontomultiplier reels. It is equipped with a newdigital counter (110v or 220v) that providesthe option to count from zero up to therequired number of metres or the reverse.

The winder automatically stops runningwhen the desired length of line is reached

Superior line windergives Lovy the edge

and it also makes it possible to change thedirection of winding. Another new featureis a more reliable metering system, which iseasier to control.

Zdenek’s customers come from all overEurope, but not surprisingly the greatestdemand is from coastal areas where thereis a higher proportion of sea anglers.

“The main advantages of my productsare that they allow spooling to left andright-hand wind reels and multipliers,plus a brand new feature determiningthe length of line that you want to puton the spool,” explained Zdenek.

“Customers leave the shop happythat their reels are perfectly preparedfor their planned fishing trip. Themachines are also positioned at agood price point.”

The ULW07 sells to distributorsat €299 euros.

Business contacts

Email: [email protected] Website: www.lovy.cz

Below: Lovy’s newest line winder“allows customers to determine thelength of line they want on the spool.”



Backed by the giant 3M cor-poration, Scientific Anglershas access to over 6,000scientists and an R&D budgetof over $1 billion annually.

So it is little wonder thatthe American-based companyis at the very forefront whenit comes to cutting-edgetechnology.

Its Business DevelopmentManager Jeff Wieringa said:

“With those resources at our fingertips, R&D is ourmain strength. It is what gives us the edge over thecompetition.

“The vast spend at our disposal gives us theresources to go after different types of technologiessuch as coding and micro-replication.

“In addition our laboratory is made up of avid andpassionate anglers who continue to look for the nextnew thing to better the consumer’s fishing experience.

“Anglers are more particular and educated

nowadays because of the information they glean onthe internet so we ensure our products deliver whatthey promise.

“They demand performance, shootability, durability,castability and floatability and we strive to meet all those.”

One of the most recent innovations to come out ofthe design lab at Midland, Michigan was its ground-breaking Scientific Anglers Line Identification (SA ID)– a line marking system that allows anglers to identifytheir lines at a glance.

Wieringa said that because of the success of thetechnology, SA ID is to be extended to its Masterylines over time.

He also revealed that SA’s Sharkskin Series, that al-lows you to cast further and with less line tangling, hasbeen extended with textured technology.

SA is continuing to refine andimprove it with new and diversetextures.

Wieringa added: “We havegreat hopes for our MasteryTextured and Sharkskin lines

because of the introduction of SA ID and improve-ments to their floatation and performance. Weare also working on better familiarising anglers withthese lines.”

Texturing technology, which is said to deliver bettercasting, lower memory and less tangling is also beingdeveloped by Scientific Anglers.

Wirenga said: “Texturing is a new frontier and weare working on improving all of the properties. Con-tinuous development is at the heart of what we do.”

Generally Wieringa said that despite the economicdownturn that has affected businesses globally, theline market has been robust. He said: “It seems to beholding its own. Lines are a category that requires semi-frequent replacement and we are proud to be able tooffer lines that evolve for all fishing experiences.”

He added that the company was planning to launchseveral new lines in September this year.

What were the major linedevelopments for 2010 forSufix?

Lars Ollberg: The major breakthrough for us wasSufix 832. It has created a lot of excitement becauseof its structure, quality, price and the ingredientsbuilt into it. The trend in the market has been tocopy, sell cheaper and cut margins… but we wentthe other way, and the quality of Sufix 832 wasrecognised throughout angling.

It was the Best of the Show at ICAST last year andwas voted Best of the Best by Field & Stream – thelargest US outdoor magazine. That was a highlyappreciated sign of quality.

Tens of great product reviews from satisfied usershave shown that it is possible to improve a maturecategory with a better product. And those reviewshave also shown that even if the product is moreexpensive – as long as it fulfills the needs offishermen – it can be a success.

You said last year that the trend was towardsspecific lines and braids. Has this continuedand how have you responded?Yes, the trend has continued. We see the same withour rod and reel sales – specific tackle for specificpurposes. This is the growth area.

However, the bread-and-butter is still coming fromthe regular workhorses that have been in the market

for a long time. There’s a very strong brand loyaltyamong fishing line users and if you want to changetheir lines of choice you need to offer a better product.

What sectors are you looking to develop?An area of development is carp fishing and wealready have an extensive range of lines developedby the best experts in their field.

What do customers look for in their line and arerequirements changing?The trend will continue towards better quality andspecific lines. We are also seeing a constant trend ofbraided line gaining more shelf space. Our advertis-ing and other promotions are trying to help theconsumer to find the right product. The successful‘My Sufix’ campaign explains which particular Sufixline is best for a specific use as recommended bylocal pros.

What are your hopes for 2011?I believe the value of the line market will grow,mainly due to braided line gaining momentum. Ourcooperation with world-class companies like Gorewill keep us in the frontline. It gives us access tospace-age technology that we couldn’t get otherwise.However, at the end of the day – as we have saidfrequently – we win by giving fishermen a pleasantday out with no hassle.

Where are your major markets and are thereother areas you are looking at?When looking to the world markets, we are quitebalanced. Less than half our business is comingfrom North America, while eastern Europe, Japanand South East Asia are showing fast progress. Weare very comfortably positioned in Australia and allwestern Europe.

The growth is coming steadily from all regions. Asfor products, our newly launched Professional mono-filament lines are providing great sales in all saltwaterareas where price and quality is very important.

Ollberg: ‘We want to providea Sufix line for every purpose’

Business contacts

Tel: +358 9 756 25416 Email: [email protected]

Website: www.rapala.com

Huge R&D resources drive Scientific Anglers forward

Business contacts


Website: www.scientificanglers.com


Jeff Wieringa: “Our vastspend is an advantage.”


Building on the success that has made its TUF-LineXP a top braided superline, Western Filament haslaunched a new product – the TUF-Line XP Indicator.

Colour-metered every ten feet, Western Filamentsays the XP Indicator brings unequalled precision and

accuracy to trolling and jigging.It features a repeating three-colour pattern that

includes green, red and high-visibility yellow. To set atrolling spread or target suspended fish, anglers needonly count colour changes – each representing threemetres (ten feet) – until the desired depth is reached.

Rex Nelson, Western Filament President, said:“Successful anglers count every part of their presen-

tation. Our design staff looked at both freshand saltwater markets and realised that

90% of anglers are trolling or jiggingwithin 30 metres (100 feet) of theirrod tip.

“Given this, the three-metre meter-ing emerged as a perfect fit for its com-

bination of ease of use and repeatable

accuracy in targeting species of fish in a water column.“XP Indicator is colour-metered braid built right.”Western Filament adds that the colours incorporat-

ed in the XP Indicator were developed with the anglerin mind. The low-visibility green is a tie-off point fornear shore or green water environments, the red is foropen water and the high-visibility yellow for trackinglines from boats.

To set up multiple reels identically – or re-rig aftersignificant wear – anglers do not have to discardmore than six metres of line.

Western Filament adds new colour-metered braid

Business contacts


Website: www.wfilament.com

German tackle manufacturer SaengerFishing Equipment makes mediumquality and braided high quality linesfor its catfish series UNICAT.

UNICAT is a specific range thathas been developed by five differentteams in five countries across Europeand incorporates the WarlockUNICAT reel which is well knownon the catfish scene.

Besides its basic tackle range,SPECITEC, Saenger also offers four

other brands alongside UNICAT.Included is ANACONDA, the

company’s carp brand that offers awhole range of products, developedby its field testers and which includestents, bite indicators, rods, reels,bedchairs and all the necessaryterminal tackle.

IRON CLAW is Saenger’s predatorfishing line-up and features a verypopular hard bait product – Doiyo –a big success last season.

For saltwater fishing, the companypresents its AQUANTIC range that isvery popular in Germany and mostlydedicated for Baltic and North Seafishermen.

As its name suggests, IRONTROUT is the company’s compre-hensive trout fishing range that canbe used on both rivers and lakes.

Line strengthens Saenger in catfish sector

Business contacts

Tel: +49 6085 9813 Email: [email protected] Website: www.saenger-tts.de

Hi-Seas will be using EFTTEX 2011 to promote threeof its new lines. Taking pride of place at its booth inAmsterdam in June will be QUATTRO 100%Fluorocarbon, Grand Slam Braid and WildFire.

The American company says that QUATTRO100% Fluorocarbon combines Hi-Seas’ exclusivefour-colour camo technology to produce a uniquecolouring process which does for fishing whatcamouflage clothing does for the hunter.

It breaks up visual patterns, making the line blendinto the surroundings.

Four scientifically-selected colours are alternatedalong the fluorocarbon, reducing light transmissionand creating a whole new level of invisibility.

The line is smooth and supple and you canincrease your line and leader rating withoutsacrificing stealth or the ability to fish.

Hi-Seas claims that its Gland Slam Braid is thinner,rounder and packs more uniformly on spinning andconventional reels. Made with the finest Spectra fibresand manufactured using a process that weaves into thetightest braid pattern possible, this new line is guaran-teed to perform to the max, says the company.

The line also has near zero stretch which meansthat even the most subtle bites will be transmitted

back to the angler for an immediate response.Making up the trio is the Wildfire which combines

the properties of Spectra braid and the easy handlingof monofilament. Hi-Seas says that the smooth surfaceand unique construction helps you cast further thanordinary braid on both spinning and baitcasting tackle.

It also means that you can tie your favouritemono knots and handle the line with the ease ofmonofilament.

Wildfire is made by braiding Spectra fibre arounda proprietary core material. The line is then passedthrough a thermal process that bonds the fibres

around the core from the inside out. This gives ita rounder, fuller body that resists wind knots andbehaves like a monofilament.

Wildfire has virtually no stretch and is nearly twiceas strong as monofilament of the same diameter. Theline is colourfast – there are no dyes or outer coatingsto come off on the hands and it will hold its originalcolour no matter how often it is used.


Website: www.hiseas.net

Hi-Seas makes triple bid for success at EFTTEX


“Remember the market ishuge. The capital neededto gain a foothold in theentire US is beyond mostcompanies.”

YOUR GUIDE TOBREAKING INTO THEUS ANGLING MARKET

HOW THE USA IS USUALLY DIVIDED FOR MARKETING PURPOSES

S P E C I A L F E A T U R E

Typically, companies with ambitions to break intoAmerica have one shot at greatness. Here, expertmarket analyst Rob Southwick explains how youcan maximise your chances – with his help.

There is onecertainty abouta non-US com-pany trying toenter the Ameri-

can market – going in thereblindly is a good way to fail.It must be remembered thatthe market is huge. Thecapital and logistics requiredto gain a foothold in the entire

US market is only available to the biggest corpora-tions and even they move carefully when introducinga new product or brand.

The US market is also diverse and there are manytypes of fishing – from ice fishing in the north totropical fishing in the south. Freshwater, saltwater,shallow, deep, boat-based, shore-based, fly fishing tooffshore trolling – it’s all happening in the US.

No single product can serve all these niches andvery few companies have served all these segments.

Just like the American public, US anglers are verydiverse. From income to education, preferred typesof fishing, motivation for fishing, ethnic backgroundand more besides means that all anglers will notaccept one message or one product.

You must identify where your product best fits theUS fishing market and then plan your entry strategy.

American anglers are picky. Just a minor differencein a product’s style, colour, size, packaging, marketing,retailer support and – especially – pricing is enough formany anglers to choose one brand over another.

You must worry about these details, as these detailsare where products succeed or die.

The decisions of American wholesalers and retailbuyers to take on a product or not often hinges onsuch details. A minor difference in price or quality cankill a deal.

Retailers in the United States have many, many vendors

to choose from – why should they buy from you?You must identify their needs and questions and

adjust your products and plans accordingly before youmake the first sales pitch.

For most companies, based on the size and com-plexities of the US market, they will rely on two-stepdistribution.

Wholesalers are critical for many small companies’success. But their pricing and marketing supportrequirements can be much different compared to sellingdirectly to retailers. Success for many new companiesdepends on understanding wholesale buyers.

Many companies only have the resources to tryentering the US market once. Make sure yourapproach is smart, informed and strategic.

COMPANIES YOU NEED TO KNOW ABOUT...

WEST

Rob Southwick is ownerof Southwick Associatesbased in Florida.

MIDWESTSOUTHEASTNORTHEAST

Freshwater Only 76.6%Saltwater Only 14.5%Both Freshwater and Saltwater 8.9%Total 100%

• Sample size =18,126

Fishing with dead bait 16.3%Fly fishing 12.6%Fishing with live bait 42.7%Fishing with artificial baits, 76.2%except fliesOther 3.5%

Sample size =15,054

Canoe 4.5%Kayak 2.9%Land, pier, dock or wading 57.8%Powerboat 46.4%Boat (non-power) 7.1%Tube 1.9%Ice 7.4%Other 0.9%

Sample size =15,079

?Want to talk to Southwick Associates?Here’s how to find them...Tel: +1 904 277 9765 Fax: +1 904 261 1145 Email: [email protected]: www.SouthwickAssociates.com www.AnglerSurvey.com


WHAT MAKES SCIERRA’S FLY RODS SPECIAL? See p60

WHERE US FLY FISHERMEN ARE FOUND PERCENT OF ANGLERS TARGETING SPECIFIC FRESHWATER SPECIES

WHERE US ANGLERS FISHED IN 2010

PERCENT OF US ANGLERS USINGSPECIFIC METHODS IN 2010

METHODS USED BY US ANGLERS TOACCESS FISHING IN 2010

28% 22%

19% 32%

26% 45%

27% N/A

Do not expect the approaches used in Europe,Asia or elsewhere to conquer the huge and complexAmerica market.

The best way to eat an elephant is one bite at a timeand that advice holds when trying to succeed in theUS. You will start by focusing on a niche or segment ofthe US market that best fits your current products andexpand from there.

This means that you must first identify the USsegments where significant potential exists and whereyour products have the greatest chance of success.

Then you must adapt your product, pricing,packaging and marketing to fit that niche.

Southwick Associates has helped US and overseasinterests expand in the US in the following ways:

1. Identifying the size andcharacteristics of specificmarket segmentsFor example, your product may not succeed ifmarketed as a general all-purpose lure but may best fitthe ‘muskie and pike spinnerbait’ market segment.

At Southwick Associates we can report the totaldollars spent by anglers for specific market segments,how much US market share is held by competingbrands, sales by price points and the types of retailersanglers are most likely to buy from.

These results are typically used by companies tosecure financing, to help identify which market segmentsa company should enter and for developing marketingstrategies, including which retailers to target, the

optimal distribution methods and more besides.A typical cost for this service would be between

$900 and $2,500.

2. Identifying optimal productdesign and featuresUS anglers are different. We can identify how to makeyour product more marketable, including:● The ideal combination of product features desiredby US fishermen;● The retail price the market will accept for variouscombinations and features, volume, etc;● Maximising angler acceptance – not all non-USbrands and logos will translate well with Americananglers. Also, concepts accepted by internationalanglers may not be accepted by US anglers. SouthwickAssociates helps companies test product conceptsusing its AnglerSurvey panel.

We can report the level of acceptance new productconcepts may have among anglers and which brandsand product names will produce better results. We canalso help with focus group testing of new concepts.

3. All-in-one serviceSouthwick Associates has been in the sport fishingindustry for over 20 years. If a company needs helpdeveloping a rep network, producing a marketing cam-paign or meeting with key retailers, we can assemble ateam of highly qualified and experienced trade profes-sionals to help you successfully enter the US market.

You will be competing with many companies whowant a place on retailers’ limited shelf space. By showingbuyers you have talked with American anglers and thatyou offer a product that meets the needs of consumersyou will have an advantage over other vendors.

Southwick Associates can help you win favour frombuyers and better position your company for successin the US market.

WESTERN STATESFreshwater Saltwater

SOUTHEASTERN STATESFreshwater Saltwater

NORTHEASTERN STATESFreshwater Saltwater

MIDWESTERN STATESFreshwater Saltwater

WESTERN STATES• Largemouth or spotted bass 48.7%• Trout 29.2%• Panfish (crappie, perch, sunfish, bluegill/bream) 26.5%• Catfish 17.4%• Smallmouth bass 15.8%

SOUTHEASTERN STATES• Largemouth or spotted bass 68.5%• Panfish (crappie, perch, sunfish, bluegill/bream) 36.9%• Smallmouth bass 17.1%• Catfish 16.5%• Striped bass (freshwater) or hybrid bass 12.3%

NORTHEASTERN STATES• Largemouth or spotted bass 47.2%• Trout 35.1%• Smallmouth bass 31.6%• Panfish (crappie, perch, sunfish, bluegill/bream) 26.2%• Pickerel, pike or muskie 18.7%

MIDWESTERN STATES• Panfish (crappie, perch, sunfish, bluegill/bream) 49.9%• Largemouth or spotted bass 42.2%• Walleye 32.0%• Smallmouth bass 22.2%• Perch 17.6%


z


For 2011 Scierra has supplemented itsproduct portfolio with the introductionof two new fly rods – the HM+ and thecasting fly tool FlyLite V2.

The two are further developments onfly rods already released by Scierra and build on theversatility of their predecessors.

The HM+ and FlyLite V2 were in the develop-ment stages for some time, says Scierra, as they wereput through their paces in terms of action, designand material choice.

The result of this where FlyLite V2 is concernedis a series of rods that are both lighter and moredurable than other products in the range.

They feature a nanotechnology blank with awell-balanced medium-fast action that provides theangler with greater power and casting potential, allwithout compromising on the delicacy and precisionneeded to present flies with accuracy. Nor do theycompromise the responsive backbone needed tofight big fish.

The blank is an elegant matt grey and it comesfitted with guides that have been specifically chosenfor their ability to stop the line from tabbing theblank during casting – something that results inlonger and more effortless casts.

The handle is made from best Triple A grade corkand all four sections are marked at the joints for easyand precisely aligned assembly.

Regardless of whether the angler is fishing at longor short distance, Scierra says that the FlyLite V2series performs ‘flawlessly’ and takes fly fishing to ‘awhole new level’. A total of 11 different models areavailable – seven single-handed rods ranging from9ft #4 to 9ft6ins #8; two double-hand models,12ft8ins #8/9 and 13ft9ins #9/10; and two switchmodels in 10ft8ins #6/7 and 11ft2ins #7/8.

UK prices and spec are:• 42935 SIE FlyLite V2 9ft #4-4 sec £129.99• 42008 SIE FlyLite V2 9ft #5-4 sec £179.99• 42009 SIE FlyLite V2 9ft #6-4 sec £179.99• 42010 SIE FlyLite V2 9ft6ins #7-4 sec £189.99• 42011 SIE FlyLite V2 9ft6ins #8-4 sec £189.99• 42936 SIE FlyLite V2 10ft #4-4 sec £139.99• 42012 SIE FlyLite 10ft #7-4 sec £199.99• 42014 SIE FlyLite V2 12ft8ins #8/9-4 sec £277.99• 42015 SIE FlyLite V2 13ft9ins #9/10-4 sec £297.99• 42016 SIE FlyLite V2 10ft8ins #6/7 Switch-4 sec £239.99• 42017 SIE FlyLite V2 11ft2ins #7/8 Switch-4 sec £239.99

The HM+ is a further development of the ScierraHM fly rod series. The series has established itself as afavourite among serious fresh and saltwater fishermensince it was introduced in 2003, says Scierra.

The HM+ range is said to continue a proud traditionwith its well-balanced and powerful blanks made from

ultra-high modulus, nanotechnology 36T carbon.Six different single-handed models are available andtwo double-handed. Both are extremely light.

They cast with a medium-fast action that allowsthe angler to make the most of their casting ability,whether fishing off windy coasts, on lakes or in rivers.

They come with premium custom-made gun-smoke reel seats, deluxe Portuguese cork handlesand lightweight double-legged stripping guides.

UK prices and spec are:• 41993 SIE HM+ 9ft #5-4 sec £79.99• 41994 SIE HM+ 9ft #6-4 sec £79.99• 41995 SIE HM+ 9ft3ins #7-4 sec £89.99• 41996 SIE HM+ 9ft6ins #8-4 sec £89.99• 41997 SIE HM+ 10ft #4-4 sec £99.99• 41998 SIE HM+ 10ft #7-4 sec £99.99• 41999 SIE HM+ 12ft6ins #8/9-4 sec £149.99• 42000 SIE HM+ 14ft1ins #9/10-4 sec £159.99


?Want to talk to Scierra?Here’s how to find them...Tel: +45 46 19 19 13 Email: [email protected]: www.svendsen-sport.com

Scierra’s new FlyLite V2 (above)and HM+ series are set to thrill

fly anglers in the UK and beyond.

“Short or long distance, theFlyLite V2 series performsflawlessly and takes fishingto a whole new level.”

Nanotechnology gives newScierra fly rods extra edgeThe new FlyLite V2 range offers lightness and durability, say the makers, whilethe HM+ maintains a proud tradition of well-balanced, powerful blanks.


z

WHY IS EFTTEX RETURNING TO PARIS? See p63

The university city of Zlin, nestled inthe green Drevnice River Valley in theeastern region of the Czech Republic, isfamous for its colossal Bata shoemakingempire and its modern urban design.

But Zlin is also home to fishing tackle manufacturerMilfa Fishing International, a family business rapidlymaking a good reputation for itself in the carp fish-ing sector.

The continued growth of carp fishing in centraland eastern Europe has been a key driver behind thegrowth of many fishing tackle companies – and Milfais a perfect example.

The company was founded in 1996 followingpre-launch research that pointed firmly at the grow-ing popularity of carp fishing as the best businessopportunity for sustained sales growth.

Milfa duly focused on the sector and today is anestablished business serving the Czech and SlovakRepublic, Poland and neighbouring countries.

“We set ourselves the task to bring to the Czechmarket exactly what fishermen needed,” said found-er and owner Milan Fafilek. “Carp fishing constitutes60% to 70% of the sales of fishing equipment here

and other methods are inthe minority.

“There is particular interestin ‘baitrunner’-style reels and intelescopic rods.”

To satisfy the demand, Milfa continuesto expand its range and is currently offering Milfa FreeCast XR and Milfa Free Step XRQ reels and the largerMilfa Big Free Step XRQ, equipped with 11 ball bear-ings and two spare spools.

For the sizeable lower-cost end of the market,it produces the Milfa Gradus Q, with three ballbearings, along with affordable multipliers andspinning reels.

When it comes to rods, Fafilek explains that goodquality telescopic rods at competitive prices are thebest sellers in the Czech market.

“Our Milfa XRQ Royal Carp, up to 100g, and KingsCarp XRQ, up to 150g, come in lengths of 2.7m, 3m,3.3m and 3.6m and sell in their thousands,” he says.

A further range of carp rods based on Milfa’s thin,lightweight blanks includes the Force Strike Telecarpand the three-piece Grand Slam Supercarp XRQ,most popular in lengths of 3.6m and 3.9m. A rangeof feeder rods is also sold in large quantities.

Having established a strong customer base with its

rods and reels, it made sense for Milfa to develop awide range of accessories, with particular focus onbite indicators.

“These have proved a massive hit and we nowhave a range of 27 different models,” explainsFafilek. “The Milfa Micro VTS is a new development(see New Product section page 68). We believe it isthe smallest indicator on the European market. TheCarpsound VTS, complete with listening device, isalso selling very well.”

Having established itself in its home market, Milfais now expanding into other European countriesand is looking for distributors. It is also interestedin hearing from Asian suppliers able to supply carpaccessories, chairs, bedchairs, swivels, hooks, head-lamps, knives and other products.


?Want to talk to Milfa?Here’s how to find them...Email: [email protected]: www.milfa.cz

From top: the popular Milfa XRQRoyal Carp rod; Milfa SBI Swinger

Bite Indicators; the Milfa FreeCast XR reel (below left).

“We set ourselves the taskto bring to the Czech marketexactly what anglers need.”

MILFA OUTGROWINGCZECH CARP SECTORThe popularity of its tackle in its homeland and nearby countries is causingthis dynamic producer to step up growth plans, says its owner Milan Fafilek.


z


Chinese bait company Old Ghostbelieves its launch into Europe witha range of specially produced baitsshould be welcomed by competitorsrather than feared.

The man behind the ambitious move, Old Ghostowner Yi Zhe, has told Angling International thathis highly effective baits are not intended to stealmarket share from established European brands, butwill instead stimulate growth by encouraging moreanglers into the market.

The launch is being heralded as a breakthroughfor Chinese products because Old Ghost will focuson the upper end of the bait market and will price its

products accordingly. Rather than offering low-pricecompetitive products, Old Ghost’s strategy will be toinvest in creating a top brand – something of a firstfor a Chinese company.

Mr Yi Zhe said, “Money is not the motivationhere. I want to prove that my ideas work, and provethat Chinese companies can produce innovativeproducts that are renowned for their quality. If weget this right, it will open the door for the building ofnew Chinese brands based on our own intellectualproperty rights.”

The company believes it has the bait to supportthat claim, which is why it is confident it canstimulate growth in Europe’s tackle market.

“Our baits for Europe are highly effective,” Yi Zhetold Angling International. “We will be using thebest materials regardless of price. They will catch fisheasier and quicker than anything already out there,giving anglers a better fishing experience.

“And anglers who have a better experience fishlonger and more often. That will be to the benefit ofeveryone in the European tackle trade.”

Old Ghost is credited with similar success in theChinese domestic market. There, 15 years ago, itintroduced a revolutionary method of baiting, dragpaste, which enables even children to fish easily. Ithelped kick-start the phenomenal growth in fishingin the country.

Zhe continued: “Old Ghost is a legend in China;we are confident we can make it another legendin Europe. And there are two good reasons for ourconfidence.

“First, the research on attractants for fish in Chinais the most advanced in the world thanks to Chinabeing the biggest freshwater fish cultivating country.I, myself, majored in fish nutrition, a field I have beenstudying for about 30 years. I can legitimately claimthat I am at the cutting-edge of the research into fishattractants in China.

“The second reason is that I’m a life-long anglerand four-time national champion. These twin skillshave helped us create fantastic, proven fish catchers.”

At China Fish 2011 Old Ghost unveiled itsproducts for the European market for the first time,focusing on five ranges of hookbaits, groundbaits,boilies and dip bait.

Yi Zhe: “The interest was huge. But what gaveme the greatest satisfaction is that the Fresh-keepingHookbait Sausage, which is one of our leading

products for Europe, won the most votes across allcategories in the Best Product Showcase. It was thefifth time that Old Ghost has won this award.”

So what’s next? Old Ghost, it seems, is intent ontaking its time. “Since we announced our plans lotsof tackle dealers from all the world have contacted usto talk about cooperation, but we have not agreed toaccept their orders or sign any contract,” says Yi Zhe.

“We don’t want to rush. We must carefully selectour distributors and get ourselves well prepared withthe products, packaging, pricing and sales policy.

“It will be done by EFTTEX in June. And then thisyear we will only give samples free of charge to ourselected distributors who will deliver these samplesto anglers, also for free. Next year, it will be reallyserious business.”


?Want to talk to Old Ghost?Here’s how to find them...Tel: +86 27 8756 1355 Email: [email protected]: www.oldghostbait.com

Left: Fresh-keepingHookbait Sausagewill be part of OldGhost’s attempt torevolutionise theEuropean market.

“We will use the best materials.Our baits will catch fish quickerthan anything out there.”

Old Ghost baits‘will bringnew anglers intothemarket’After helping to grow participation in China, the bait giant is certain it can dothe same in Europe. “We are offering something different,” says owner Yi Zhe.


Jean-Claude Bel: “Parishas so many advantages.”Below: the Villepinte Parisexhibition hall.

Change of dates for EFTTEXEFTTEX 2012 has moved slightly forward inthe calendar compared to its usual spot inthe middle of June.

Explains Jean-Claude Bel: “We had twooptions for dates in Paris, early June orlate June. We have decided on early Junebecause late June clashes with football’sEuropean Championships and the Scandina-vian Spring Holidays. It’s also too close to theOlympic Games as well as ICAST in the US.”

EFTTEX 2012 will take place between June1st and 3rd, two weeks earlier than normal.

EFTTEXNEWS

Jean-Claude Bel:Mostwillagreeitwas time for areturntoParis’The return of EFTTEX to Paris

after a gap of 24 years is longoverdue and will be warmlywelcomed by members, saysEFTTA CEO Jean-Claude Bel.

The French capital hosted the second everEFTTEX in 1983 and was host city again in1987. But it has not hosted the show since.

The EFTTA Board took the decision toselect Paris after members showed theirapproval for France as a host nation whenconsulted last year. The decision was helpedby the increased affordability of Paris.

Says Jean-Claude Bel: “France was plannedfor this year after the decision by the mem-bers when we consulted them. EFTTEX hasnot been there since Lyon in 2000. Untilnow, Paris as a venue has been too expensivebut it has come back to a more affordableprice so it was a sensible choice for the Boardto make.

“The city has so many advantages, I hardlyneed to sell it. France is the second big-gest European market, so its importance tobusiness is clear. The venue is modern and

up-to-date and just five minutes from one ofthe biggest hub airports in Europe, with allthe advantage that brings. It is slightly biggerthan this year’s venue in Amsterdam and wehope that will be enough. We like to priori-tise single-hall venues if we can.

“And of course Paris is a gorgeous city inJune. So for business and pleasure, EFTTEX2012 will be a very popular show, have nodoubts about that.”

The Villepinte Paris exhibition hall, unlikesome other previous EFTTEX venues, isaway from the city centre. Jean-Claude Beladmitted that, likewith all decisionson where to holdEFTTEX, there hadto be some level ofcompromise whenchoosing Paris.

“I would arguethat it is no furtheror closer to the citycentre than theaverage EFTTEX

MORE SUPPORT FOR THEEFTTA LINE CHARTERLeading UK manufacturer Hardy & Greysadds its name ahead of EFTTEX.

GRUPPO DP STEPS UP THEPACE IN THE UKThe Italian line maker is looking fortalented sales reps pre-EFTTEX.

AQUAZ GETS TIMELY BOOSTAHEAD OF AMSTERDAMThe Korean company enjoyed itsbest ever China Fish show.

4-PAGESPECIALSECTION

MAKE CONTACT BEFORE EFTTEXTel +39 011 4501 668Email [email protected] www.carson.it

EFTTEX STANDNUMBERF34

Carson to put Heron centre-stage at showCarson Fishing Tackle is planning to showcase new luresfrom its Heron range of spinners and spoons at this year’sEFTTEX in Amsterdam.

The Italian company says that it will also be unveilingother new spinning and saltwater products as well as itslatest catalogue at the event in June.

Owner Marco Fortini said: “We are really lookingforward to EFTTEX 2011. Amsterdam is a great locationand I am sure it will be a great success.

“As well as giving us a chance to show off our new

products, it is a tremendous opportunity to meet our customers.“Carson is always looking to new markets and EFTTEX will

give us the opportunity to find one or two new distributorsfor our products.”

venue,” he added. “It’s 30 minutes from theGare du Nord train station in the centre ofParis and 40 minutes from Montparnasse,and I think that’s reasonable.

“But no location offers everything. Peoplewant proximity to an international airport, tobe close to the centre of a popular city andfor the venue to be modern and cheap. Tohave all these things in one place is the ideal,and we’re still looking for that unique place!”

Pledge your support hereand join them in the fightagainst line cheats.

THEYHAVE SIGNED THEEFTTA LINE CHARTER

www.saenger-tts.de

49

Full support: Hardy MDRichard Sanderson.

EFTTEXNEWS

The EFTTA Line Charter has re-ceived another significant boostwith the recruitment of one ofthe world’s best-known brands,Hardy & Greys. The UK-based

business, which has subsidiary companies inboth the US and Germany, has committeditself to the campaign dedicated to stampingout inaccurate labelling of fishing lines.

Hardy & Greys Managing Director RichardSanderson explained that while his companywas only just becoming a serious player inthe lines sector, it had no hesitation injoining a whole host of other brands ingetting behind the EFTTA initiative.

And despite the fact that EFTTA has norecourse to legal action against offenders, hebelieves that more than just moral pressurewill eventually be brought to bear on thosewho don’t comply.

“As the charter builds momentumgeographically around Europe, those whodon’t sign willbe exposed andcould well bebrought to theattention of the

Hardy & Greys addsname to Line Charter

trading standards authorities, who will nodoubt act,” he told Angling International.

“We are not yet a major line company, butthe really big players feel very stronglyindeed about misleading information onlines and they will at some point starttackling blatant abuse among competitors.

“This initiative is also revealing a whole-sale lack of understanding in the retail trade.It is raising awareness of the problem inretail and this is filtering down to consum-ers. The charter will not solve the problemovernight but it will over time be a greatthing for the line sector.”

Sanderson added that he had been“staggered” by how few line companies haveinvested in a calibrated line testing machine,choosing to rely simply on information fromtheir suppliers. “It’s an investment of morethan £4,000, but if you market line youhave to have one,” he said.

MAKE CONTACT BEFORE EFTTEXTel +39 010 3696846Email [email protected] www.gruppodp.com

EFTTEX STANDNUMBERB62

Gruppo DP plans to ‘go direct to the UK’and will be unveiling its network of reps atEFTTEX 2011 in Amsterdam.

The Italian-based fishing line manufactureris currently preparing to build up a team ofreps – working on commission – to directlyservice retailers in the UK and Ireland.

The company’s Sales Director, NicolaDagnino, said: “We are going to adapt a rangeto suit the needs of the UK market and planto offer a full range of nylon, fluorocarbonand PE braids for different types of fishing.

“We will have products in all price rangesand one of the main planks of our strategywill be to give extra margins to the dealers andsatisfy all the technical needs of the market –only something that the manufacturercan do.”

Gruppo DPwill be distribut-ing its Assoline and the

Gruppo DP makes push into the UKJapanese brand, Toray. Both will besupported by a strong marketing campaignin the specialist press. This month the com-pany has started selecting candidates who itwill introduce at EFTTEX ready to start workin September. Interested candidates can con-tact the company at [email protected].

MAKE CONTACT BEFORE EFTTEXTel +44 1665 602 771Email [email protected] www.hardyfishing.com

EFTTEX STANDNUMBERC24

Looking for reps: SalesDirector Nicola Dagnino.

Asso and Toray lineswill receive strongmarketing support.


HOPKINS & HOLLOWAYACQUIRES UK BRAND

EFTTEXNEWS

Following a successful show atChina Fish in Beijing, Aquaz isswiftly turning its attention toEFTTEX 2011. Managing DirectorBrandon Hwang told Angling

International: “China Fish was one of thebest shows for us in recent years and now weare looking for similar results in Amsterdam.

“We have exhibited at EFTTEX every yearand it is a very important event for us. Weare looking forward to meeting our currentcustomers and also new ones from rightacross Europe.”

Hwang said: “China Fish enabled us tomeet representatives from Europe,Australia, New Zealand and South Africa.We signed up a new distributor in

Aquaz in buoyantmood after China

Denmark and will have new ones in bothNorway and Japan shortly.

“We plan to expand Aquaz dealerships tomore countries and EFTTEX 2011 will help us.”

The Korean-based company, which majorsin the manufacture of breathable waders,introduced a number of new products at ChinaFish including new wading shoes and clothing.

MAKE CONTACT BEFORE EFTTEXTel +850 82 51 621 6001Email [email protected] www.aquaz.co.kr

EFTTEX STANDNUMBERE54

Hungarian carp bait and accessoriesmanufacturer Carp Zoom has not missedan EFTTEX since its debut 14 years ago.

Managing Director Salim Fadil is an avidfan of the European showpiece and toldAngling International: “It is one of the high-lights of the year for us and very important indeciding the development of our company.

“It gives us the chance to meet with ourdistributors to discuss our current productlines and gain the feedbackon how to develop ourrange for the next season.When the show finishes wehave a clearer idea of howto progress the company.”

Carp Zoom: “EFTTEX is crucialfor deciding future strategy”

As usual Carp Zoom will have a vast arrayof new products on show as 25% of itsproducts are new every year.

Said Fadil: “This exhibition is especiallyimportant for us as we will be showing offour new accessory range Carp ’n’ Carp forthe first time. It is a major development thathas moved the company forward to becomemuch more than a bait manufacturer.”

MAKE CONTACT BEFORE EFTTEXTel +36 34 312 496Email [email protected] www.carpzoom.com

EFTTEX STANDNUMBERF37

Hopkins & Holloway UK Ltdhas acquired John RobertsFishing Tackle Developmentsand will be taking the newbrand to EFTTEX in June.

Gregg Holloway, GeneralManager and a former EFTTAPresident, said: “John hasdecided to take a well-earnedrest at the age of 70. We arethrilled to preserve one of theold UK brands.

“John’s range of terminaltackle and other small productscomplements our existingportfolio. John has only eversold to the UK market and wethink there is an opportunity to take it abroad.”

Hopkins & Holloway will retain the John Roberts name butplans to revamp packaging and point of sale material before intro-ducing it to its overseas clients. It will also introduce a catalogue.

The operation has been transferred from Kent to Hopkins &Holloway’s base in Studley, Warwickshire, and includes twoinjection moulding machines, bringing thecompany’s total to five.

Right: Brandon Hwang (top, second from right andbottom, second left) enjoyed a busy show at China Fish.

MAKE CONTACT BEFORE EFTTEXTel +44 1527 853 822Email [email protected] www.hopkinsholloway.co.uk

EFTTEX STANDNUMBERB43

Above: Gregg Holloway (right) shakeson the deal with John Roberts.

Key among Carp Zoom’snew launches will be tacklein the Carp ’n’ Carp range.


S U P P O R T I N G P R O D U C T I N N O V A T I O N W O R L D W I D E

you needproductsto knowabout

Each month the product editors at Angling

International select the most exciting new

tackle being brought to market. To help you

decide on their appeal to your customers, we

will include insight from the manufacturers so

you can start doing business immediately.10

Fun Fishing’s new attractionORIGIN’S is the latest in a new range of high-tech baits for carp angling fromFrench-based Fun Fishing. The boilies are made from the highest qualityingredients, including Red Liver (Robin Red and Liver), LT fishmeals and anexclusive blend of crushed spices. ORIGIN’S is 100% natural and contains nopreservatives, flavours or dyes.What the makers say: “The highly stimulated and digestible formulas allow

them to be used for instant or longer-term fishing. The results oftests carried out in the last year by the Fun Fishing teamleaves them in no doubt as to how attractive to carpORIGIN’S boilies are.”

Fun Fishing’sORIGIN’S is the latest in a newFrench-based Fun Fishing. Thingredients, including Red Lexclusive blend of crushed spreservatives, flavours or dyeWhat the makers say: “The

them to be utests caleavesORIG

Business contactsTel: +33 299 478628 Email: [email protected]: www.funfishing.fr

Business contactsTel: +49 6541 818500 Email: [email protected]: www.imperialbaits.com

Imperial Baits launchesa useful reminder

2On all carp trips, Imperial Baits says that anglers should notforget to take its Liquid, Powder and inP und inL additivesto sprinkle on the baits to make them more effective andattractive to fish. These four products work as highly attractivepalatans (water soluble attractants). And to make sure they arealways carried on fishing trips, the German bait manufacturer hasintroduced a specially-made carton that can take four products.That is enough to prepare 30 to 50kg of boilies and particles andcosts 29.90 euros.In the box the Carptrack Powder is free.What the makers say: “We have added a free 12-page ‘Pimp myBaits’ catalogue. It shows how to use Carptrack additives in the mosteffective way and is supported by pictures and easy-to-follow recipes”.

‘Mind blowing’ Texan Twisted

Business contactsTel: +33 2 4136 3666 Email: [email protected] Website: www.powerline.fr

1Powerline has added to the successful Jig Power brand that it introducedto the market two years ago – complementing the popular range with theTexan Twisted. The spring in the eye of the head, combined with the heavyweight, is designed to improve casting into the wind and produce a “mind-blowing” effect on the descent.What the makers say: “What is also exceptional is the large range of eight jigheads, from 3g to 20g, which is rare and very useful. The weight is engravedon each jig head. The Texan is sometimes the only solution when fishingweeded areas.”

3



10

Pro Line gets hooked on baits

Svendsen Sport creates a buzzwith the new Scierra TX2+

Business contactsTel: +1 678 730 5581 Email: [email protected] Website: www.gillna.co

Business contactsTel: +31 493 560185 Email: [email protected] Web: www.proline-products.nl

Small is beautiful for Milfa

All-round protection from Gill

China Lures’ good vibrations

Business contactsTel: +86 631 298 0291 Email: [email protected]: www.sf-fishingtackle.com

Business contactsTel: +45 46 191913 Email: [email protected] Web: www.svendsen-sport.com

5

7The newly designed VIB 65mm hard lure is a lipless ‘super sonic’ bait that boasts excellentvibration, says its maker, China Lures. It can swim at the slowest possible retrieval speeds inespecially tough conditions and has also been designed for long range casting so that anglerscan cover more water and attract more fish. It has been made with a weighted system thatmakes it possible for the lure to stand straight up at the bottom and this reduces the risk ofsnagging compared to more traditional types of lipless crank baits.What the makers say: “The design cuts through the water creating a loud vibration that canbe felt immediately.”

6One of the smallest bite indicators on the market is the newly launched Milfa MicroVTS from Czech Republic-based Milfa Zlin Fishing International. It is 6.3cm long anddecorated by black ‘rubber’ waterproof paint. It is equipped with a volume controlup to mute and jack-ear monitoring. The whole indicator is controlled by a key/button system. Power is via a small 12volt battery that should last long enough for afull season of fishing.What the makers say: “Czech Republic anglers have already recognised itsconvenient pocket design and excellent value for money.”

Pro Line has used its considerable experience as a boilie producer to introduce a hook baitrange especially designed for feeder and match fishing. The company says that fluoro hookbaits have been popular on the carp scene for a number of years and will be an attraction tomatch anglers. It has launched a range of eight different 10mm fluoro mini boilies in differentcolours and boosted by proven attractors.What the maker says: “All the hook baits will be loved by all sorts of coarse fish. But don’tget the wrong idea – these baits are also a big attraction to carp too.”

The new Scierra TX2+ from Svendsen Sport replaces its award-winning TX2 reelthat was introduced in 2008. Its micro-adjustable rim drag control system hasbeen upgraded to make it tougher than ever before. It is also 20% lighter andcheaper – starting at £159.99 in the UK. Svendsen Sport adds that the ultra-smooth drag system stops even the toughest fish while protecting the leader withits incredibly low friction start-up, and the large arbor spool quickly picks up lineand creates stability during runs. The reels are 100% saltwater proof and – addsSvendsen Sport – match just about any fishing situation imaginable.What the makers say: “They are incredible value for money and have alreadycreated a real buzz in the industry.”

4

The new Coast Sport Jacket from Gill North America provides round-the-clock protection from the elements. The jacket seams are fully taped fora waterproof seal and the lining helps breathability and features integraldrainage channels. An easily adjusted peaked hood with a reflective patchcan roll away inside the collar for storage when it is not in use. Otherfeatures include Storm Guard jacket protection over a full-length two-way zip, high visibility reflective patches for all-round view, hand warmerpockets and an inside zippered pocket.What the makers say: “The Coast Sport Jacket is a versatile all-roundweather gear jacket that is ideal for inshore and coastal use.”

Business contactsEmail: [email protected] Website: www.milfa.cz

8



10

Companies that want your business

[email protected]

Advertise with us. One annual fee. No hidden extras.(a) 1cm x1 column for €288 or £250 or $400; (b) 2cm x1 column for €438 or£380 or $608; (c) 4cm x1 column for €807 or £700 or $1121

Business contactsTel: +42 0606 631285 Email: [email protected] Web: www.sportcarp.cz

The Multi Attract Powder from Sport Carp is a mixture of hydrolysatesand a sizeable proportion of liver extract and other meat products. Itsdelicate structure and high adhesion properties make it suitable forfilling dipped baits or wrapping around baits. Sport Carp says thatbest results are achieved as a coating in combination with liquid foodand liquid liver. It comes in one litre packets.What the maker says: “Multi Attract Powder is a really useful magnetfor catching carp – a never to be missed opportunity for anglers.”

Sport Carp introduces afeast fish cannot resist

9Northland’s new phenomenon

Business contactsTel: +1 218 751 6723 Email: [email protected] Website: www.northlandtackle.com

Live-Forage Minnow Trap is a natural bladebait phenomenon that hits all the right notes, says Northland FishingTackle. It boasts powerful sonic vibration, replicated baitfish shapes and colour patterns. The lure sports atandem of premium VMC Cone-Cut treble hooks, offered in three sizes and nine life-like patterns.What the makers say: “Cast it out a short distance, let it fall towards the bottom on a taut line. Pump the rod tiprapidly upward from ten to 12 o’clock and then pause to allow it to flutter and thump on freefall. Follow its descentwith your rod tip, but get ready for that sharp ka-thunk. Bass whack it, walleye tag it – other fish just plain eat it.”10

Angling International Magazine - April 2011 - 39

Documents

Transcript of Angling International Magazine - April 2011 - 39