Rapala VMC Corp. and James Coble, the majority shareholder of DQC International, which manufactures and markets 13 Fishing rods and reels, reached an agreement whereby Rapala VMC will increase its ownership of DQC International to 60 percent of the Florida-based company. At the same time, Coble will retain a 40 percent share of the company.
Rapala VMC introduced 13 Fishing freshwater, saltwater and hardwater (ice fishing) rods and reels to markets outside the U.S. following the 49 percent acquisition of DQC International in 2019.
Rapala VMC, based in Helsinki, Finland, will continue to invest in the marketing and product development of the 13 Fishing brand to build brand loyalty for 13 Fishing among retailers and consumers worldwide, including the United States.
Under the agreement, Coble will continue as CEO of 13 Fishing.
The amalgamation of 13 Fishing’s and Rapala’s product ranges will maximize mutually beneficial distribution and operative synergies.
“Rapala is one of the largest players worldwide in our industry. Where 13 Fishing excels in branding, product development and innovation, Rapala excels in driving operations and sales,” said Coble. “Joining forces in the U.S. and leveraging Rapala’s vast knowledge and customer base will allow 13 Fishing to rapidly accelerate growth in the U.S. market.”
“For almost four years, we have been selling 13 Fishing products outside the United States,” said Lars Ollberg, president and CEO of Rapala VMC Corp. “Now is the time to join forces in the U.S., in which market Rapala’s operational excellence will truly accelerate the growth of the 13 Fishing brand.”
“13 Fishing already has a proven record of building a dynamic brand and developing innovative products. It has managed to successfully wedge itself into the world’s most competitive fishing tackle market in a relatively short time,” added Ollberg. “We are confident that by combining our industry knowledge, industry-leading global distribution network and understanding of the various fishing tackle markets with James Coble and his team’s agility, innovation,and other capabilities, we can grow 13 Fishing into a worldwide rod and reel player.”
Rapala VMC’s fishing brands include VMC, Sufix, Storm, Blue Fox, Luhr Jensen, Williamson, Dynamite Baits, Mora Ice, StrikeMaster, Marttiini, Peltonen, and 13 Fishing outside of the U.S. as well as Okuma in Europe. The majority of its manufacturing is in Finland, France, Estonia, and the U.K.
Photo courtesy 13 Fishing
