THE WORLD'S FAVORITE FISHING BUDDIES

Bringing Confidence and Innovation to Demanding Anglers Worldwide.

We make lures. From wood, plastic, and metal, with some of the industry’s most modern technologies. From freshwater to saltwater and hardwater, for every kind of fish there is. If it swims, we help you catch it.

Today the global market leader in hard baits, Rapala’s story began in 1936 when the Finnish fisherman Lauri Rapala discovered a fact that holds to this very day: hungry fish have an appetite for wounded fish. Knowing this, Lauri carved Rapala’s first lure, the Original Floater – featuring the now-famous wounded minnow action. Alongside the ever-popular Original Floater, Rapala’s catalog is full of international best-sellers, ranging from the classics Shad Rap and CountDown to the EFTTEX-awarded Super Shadow Rap, the modern CountDown Elite, and the ICAST-awarded BX Minnow.

Today, we specialize in mass-producing balsa lures, with an approximately 20 million lures manufactured per year! To ensure the lures’ swimming action is up to the brand’s high standards, each hard bait with a swimming lip is individually hand-tuned and tank-tested for perfect swimming action. As a leading brand in the field, Rapala is dedicated to pushing the industry towards a more sustainable future. For instance, all balsa used in the brand’s lures is FSC-certified, and the brand aims to have each of its lures lead-free by 2023.

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Outlast the Toughest Fish.

Rising from the forges of a Taiwanese factory in 1986, Okuma is a market-leading rod and reel brand. With durability and performance as the cornerstones of the brand’s product development, Okuma is known for its top-quality reels and rods that cover techniques ranging from freshwater casting to heavyweight saltwater trolling. Japanese for “bear” – nature’s master fisher – Okuma was founded to provide you the gear to endure the elements and outlast the toughest fish.

By placing research and development at the forefront, Okuma was able to expand first in the APAC area – followed by the brand’s breakthrough in Europe and US in the 1990s. Okuma realized its initial goal in 2010, as it became one of the industry’s top three rod and reel brands – with products such as the EFFTEX-awarded Helios SX Spin rod and the iF Design Award-winning Epixor spinning reel showcasing the brand’s relentless commitment to product development.

In fact, Okuma is one of the few brands to have in-house manufacturing and R&D capabilities – allowing for total control over quality and production. This unique position has allowed the brand to deliver not only best-selling products but also visionary technologies, such as the corrosion-minimizing Cyclonic Flow Rotor and the twist-reducing Torsion Control Armor. In 2021 Okuma joined Rapala VMC Corporation, pairing the brand’s esteemed catalog with Rapala VMC’s vast network of distributors – rapidly expanding Okuma’s presence in Europe, as well.

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Make Your Own Luck.

Founded in 2012 in a Tampa-based angling maniac’s garage, 13 Fishing has set themselves on the monumental task of redesigning the sport with trend-setting and intuitive rods, reels, and baits. Gaining immediate success in the hardwater category with products such as the ICAST-winning Whiteout Ice Combo, 13 Fishing has since then expanded into salt and freshwater categories and established itself as one of the fastest-growing brands in the field.

With cutting-edge products, such as the Concept Z SLD baitcaster and the Muse Black rod range, and a strong digital presence, 13 Fishing inspires young and tech-savvy anglers to get out there and make their own luck. The brand’s catalog also features baits, ranging from Donkey Sauce-infused soft plastics to innovative hard baits, such as the glow-in-the-dark Flash Bang Jigging Rattle Spoon with a built-in glow stick. A part of Rapala VMC Corporation since 2019, 13 Fishing’s esteemed assortment was launched internationally in 2020, making the brand’s intuitive design available to European anglers.

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Your Expert in Hooks.

With over two centuries of experience, VMC produces premium quality hooks for every style of fishing. The brand’s catalog covers over 10 000 references, ranging from hooks featured on leading lure brands, including Rapala, Storm, Williamson and more; to rigs, jigs, and terminal tackle. Established in 1796 by the Viellard and Migeon families, VMC – Viellard Migeon & Company – began its hook production in 1910 in Grandvillars, East France. Today, with production facilities still located in France, VMC is both a certified living heritage company and the market leader in treble hooks with a daily production capacity of 4 million hooks!

From popular products like the 75’ Series premium treble hooks and the EFTTEX-awarded 7548 Bladed Hybrid to specialist models, such as the new heavy-duty Kaptain series, VMC is arming the leading lure brands around the world with innovative and high-quality hooks. The brand is on top of emerging trends in the field, leading the way with barbless hook technology for catch & release fishing and eco-friendly cardboard packaging.

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From Award-Winning Lines to World’s First 100 % Recycled Monofilament.

Established in 1984, Sufix has grown into an internationally trusted brand with monofilaments, fluorocarbon lines, braided lines, and leaders at the core of its expertise. With EFTTEX-awarded products, such as Sufix Advance, Sufix 131 with GORE fibers, and Nanobraid, Sufix has established itself as a producer of products both reliable and innovative.

In 2021, as a pioneering step in the industry, Sufix released Recycline Monofilament, the world’s first monofilament fishing line made completely from recycled materials. With Recycline Monofilament, the brand turned industrial and post-consumer waste – including discarded fishing nets gathered from the ocean – into a dependable monofilament fishing line. Furthermore, Sufix manufactures its monofilaments, braided lines, and fluorocarbon lines in-house, including spooling and packaging – making it the world’s only fully integrated line factory.

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Ice-Crushing Performance Powered by Lithium.

Established in 1946, the US-based StrikeMaster has drilled its way to the top – where it now stands as the world’s single largest manufacturer of ice augers. The go-to ice auger for a whopping 85 % of US ice anglers digging their way through the ice, StrikeMaster builds on the core elements of power, speed, and lightness. Spearheading the electric ice auger revolution, StrikeMaster was the first brand to introduce electric augers to the market in 1977.

Taking multiple trophies home from the National Power Ice Auger Championships in 2003-2005, StrikeMaster has been dead set on modernizing the industry. This mission is evident in the brand’s category-leading Lithium 40V auger, the ICAST-awarded Lithium 24V auger, and the Lite-Flite Lazer blades – the products that are taking the ice auger industry towards a more energy-efficient and sustainable direction. With the brand’s stronghold extending from North America to European markets in 2018, StrikeMaster’s vision of breaking the ice with environmentally friendly performance has now become a standard in the European ice fishing scene, as well.

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Think Like a Fish.

Founded in 1964 by Bill and Gary Storm, the Tennesee-born Storm started as a manufacturer of traditional hard baits – and has since then grown into an internationally trusted developer of innovative baits, tools, and accessories. After joining Rapala VMC in 1999, Storm’s bass-oriented catalog expanded to meet the needs of anglers worldwide, leading to the launch of the brand’s first soft baits in 2002.

Since then, Storm has provided ambitious anglers with innovative best-sellers, like the revolutionary WildEye series, the 360GT Searchbait, and the Pike Fight-proven R.I.P. T-Bone soft bait.

The Home of Carp & Match Fishing Baits.

Dynamite has been manufacturing some of the world’s most popular baits since 2000. With closely guarded recipes, Dynamite produces some of Europe’s best-known boilies, liquids, and pop-ups designed for carp fishing and match-winning pellets, groundbaits, and hookbaits for the match & coarse angler. The brand is known for many iconic products including The Source boilie range, Swim Stim groundbaits & pellets, the original Robin Red range, and even an EFTTEX-awarded Trout Dough bait range.

Alongside producing award-winning baits, Dynamite has made significant sustainability investments – since 2018, the brand has cut its carbon footprint by 15 %. Rapidly shifting to using recyclable material in packaging and renewable energy in production, Dynamite has set a goal of becoming the world’s most sustainable bait manufacturer with a push to become carbon neutral in the not-too-distant future.

Created by Arctic Evolution.

Founded in 1928 by the Finnish blacksmith Janne Marttiini, Marttiini has made its name as a producer of high-quality Scandinavian knives designed for active outdoor use. Marttiini’s cooperation with Rapala began in the 1960s with the release of the Rapala Fish ‘n Fillet knife – one of the world’s most well-known filleting knives with more than 50 million sold items. From the traditional Lynx series to the modern bushcraft favorites like the Aapa and Tundra, the same dedication to long-lasting quality can be seen throughout the brand’s line-up.

Today, the Vääksy-based Marttiini has a strong position in both domestic and international markets. The brand takes pride in its considerable sustainability efforts – for instance, since 2020, Marttiini’s production has been running completely on renewable energy. Furthermore, the brand continuously monitors its carbon footprint and takes concrete measures to reduce it even further, seen in, for instance, the environmentally friendly packaging and the introduction of solar panels to the brand’s production facility in 2022.

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Passion for XC-Skiing.

Founded in 1945 by the skier and craftsman Toivo Peltonen, Peltonen has claimed its position as the confident expert of modern cross-country skis. Originally handcrafted with manual tools from a single piece of wood, the skis were quickly developed to an Olympic-winning level. In 2011, Peltonen made great investments into their state-of-the-art Heinola-based production facility – becoming the world’s most modern ski factory. With a production capacity of over 100 000 pairs of skis annually, Peltonen was the first to introduce nanotechnology into xc-skis.

Today, Peltonen continues to trailblaze the sport with their world-cup level Supra C racing skis and award-winning Nanogrip technology. From racing skis to touring skis and wax-free skin skis, Peltonen provides the performance needed for both pros, recreational skiers, and newcomers to the sport, including a range designed specifically for children.

Find and Conquer the World’s Largest Fish.

Born on the rugged coast of South Africa, Williamson is one of the few established brands to deliver big-game lures and fishing equipment with worldwide recognition. Williamson’s hard-won knowledge and sincere passion for offshore angling have resulted in top-selling products such as the Abyss Speed Jig and ‘ready-to-fish’ trolling lures like the Sailfish Catcher and the Tuna Catcher.

As a testament to the brand’s fish-catching expertise, Williamson holds the IGFA World Record for Pacific Blue Marlin – a whopping 1238 lbs. on an 80 lbs. line, caught with the Big Blue Cavitator. And who did Williamson defeat to claim this previously long-standing record? Themselves, of course!

Easy to Fish, Hard to Beat.

Blue Fox specializes in turning premium components into innovative – and undeniably effective – lures. Spearheaded by the award-winning Vibrax line-up, the brand has been producing well-proven spinners and spoons under its current name since 1977. From the patented two-part body construction of the esteemed Vibrax Spinner line-up to the high-quality UV patterns of the Pixee Spoons, Blue Fox is driven by the specific needs of today’s anglers. One look at the brand’s assortment is proof enough: whether casting for smallies or scanning fast-running rivers for salmon or trout, there’s a Blue Fox lure built for the job.

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The Carp Angling Powerhouse.

Carp Spirit has been fulfilling carp anglers’ tackle needs since 2002. Initially catering to the French anglers’ requirements for bivvies, boats, and rod pods, the brand has expanded into rods, alarms, and terminal tackle – in fact, with the exception of reels, Carp Spirit has everything for the discerning carp angler! With roots and product design now firmly based in the UK, Carp Spirit has matured into a Europe-wide brand. Driven by the guiding principles of performance and value throughout the range of the brand’s core BLAX products, Carp Spirit is rapidly establishing itself as a driving force in carp fishing.

Defining Cold-Water Angler Success for Salmon Anglers.

Founded in 1932, Luhr-Jensen is the North American salmonid specialist. Ranking among the largest lure companies in the USA and Canada, Luhr-Jensen manufactures a wide range of lures for freshwater and saltwater species such as salmon, trout, kokanee and steelhead. The brand’s story began as Luhr Jensen’s one-man-business, focusing on turning old truck parts into salmon spinners. As the word of the lures’ fish-catching abilities caught on, business started booming.

Driven by product design and industry-leading quality standards, Luhr-Jensen’s reputation as a salmonid master was cemented with classic baits such as the Krocodile, the Kwikfish, the J-Plug, and the Speed Trap. The decades of the brand’s well-earned knowledge shine through in every design, from salmondivers, flashers and plugs to trout spoons and trolls. Leveraging the brand’s expertise in the field, Luhr-Jensen has set supporting sustainable salmon fishing as one of its key areas of focus for the future.

The French Angler’s Go-To Choice

The best-known brand for sea fishing in France, Ragot supplies both pros and beginners with what they need for the catch – from lures to floats and landing nets. Established in 1931 by André Ragot, the brand revolutionized pro angling on the coasts of the Mediterranean with the release of the now-famous Mitraillette Original feather rig in 1954. Alongside the Mitraillette series, Ragot’s catalog includes the tried-and-trusted favorites such as the Raglou jigs and Trident monofilaments.

Endurance Bass Can’t Bust.

Founded in 1996, the Oklahoma-founded Terminator holds a special place in every bass angler’s tackle box. Viewed by many anglers as the pioneer of the titanium revolution, Terminator was initially known as a producer of spinnerbaits known for their long-lasting integrity. The brand has since then expanded into jigs and frogs, driven by the same bass-catching quality and durability. A major influence on tournament success around the US, Terminator’s pro-inspired baits deliver endurance the bass can’t bust.

The Brand Behind Nordic Anglers’ Catches.

Since 1955, Norwegian anglers have placed their trust in Remen’s traditional and esteemed lures. From light trout fishing in the mountain streams to deep-sea ventures, Remen’s line-up of spoons provides the action and appearances to turn the day around. After joining forces with Rapala VMC in 1998, Remen’s classic lures were enhanced with cutting-edge technology – paving the way for the brand’s future success. The popularity of favorites like the Møreslida, Hugget, and Skarpsilda stands as a testament to Remen’s hard-earned knowledge of Nordic angling.

Making Quality Available for Every Angler.

Elbe has provided Scandinavian fishers with lures, rigs, and accessories since 1944. With a catalog ranging from classic lures such as the Interpilken, to terminal tackle, floats, and lure boxes – with an exceptional price point ­– Elbe is the brand behind countless unforgettable Nordic angling experiences.