Finland-based Rapala VMC Corporation (Rapala) has inked a new distribution agreement with Taiwan-based Okuma Fishing Tackle Co., Ltd. (Okuma) in Australia, adding the Okuma fishing product range to Rapala Australia’s product portfolio.
The agreement is set to commence on February 1, 2026.
“The addition of Okuma strengthens Rapala Australia’s overall offering and expands its ability to serve anglers across all fishing situations and environments, from freshwater to saltwater, and from inshore to offshore applications,” Rapala said in a media release.
The company also stated that the agreement “marks a strategic expansion of Rapala Australia’s product portfolio, supporting a more complete range across key fishing categories and enhancing service for retail partners and anglers nationwide, with Okuma’s rods and reels complementing Rapala Australia’s existing brands.”
The partnership is also intended to “reinforce the broader global cooperation between Okuma and Rapala VMC, strengthening alignment across the portfolio.”
Rapala VMC’s brand portfolio includes Rapala, VMC, Sufix, 13 Fishing, and Okuma in Europe.
“The highly dynamic and knowledgeable Rapala Team Australia under Tim ‘s leadership has convinced us that this was the right move for the long-term success of Okuma,” offered Charles Chang, chairman and founder of Okuma Fishing Tackle Co. Ltd.
“We are thankful for the trust given by Charles and his extraordinary team to expand our global partnership. It confirms our successful approach to developing the brand. It increases the synergies further between all our countries today, representing Okuma,” said Cyrille Viellard, president & CEO of Rapala VMC Corp.
“We are highly excited to add Okuma to our brand portfolio, complementing perfectly our offering for our trusted partners. We see many opportunities for growth,” added Tim Morgan, country manager and head of sales for Rapala VMC Australia.
Rapala VMC Group is a manufacturer of fishing tackle and claims to have “the largest distribution network in the industry.” The Group produces fishing lures, treble hooks and fishing-related knives and tools, with its main manufacturing facilities in Finland, France, Estonia, and the UK.
Image courtesy Okuma Fishing Tackle Co., Ltd.
