Frabill Inc., known for its ice fishing products, has acquired Snosuit, LLC, the designer of performance winterwear. Terms were not disclosed.


Jeff Kolodzinski, marketing VP of Frabrill, a 71 year-old firm based in Jackson, WI, said it was an inevitable and natural move. Snosuit is based  in Cross Lake, MN.


“The ice fishing outerwear category is substantial and growing. Frabill needed to be in that space. But to parallel the level of product quality our customers are accustomed to, we had to enter at the top. Snosuit gave us that opportunity,” said Kolodzinski.


The move expands Frabill's already extensive coverage in the larger ice fishing marketplace. “We're a major stakeholder in portable shelters, ice fishing rods and reels, tip-ups, bait management products, and ice fishing accessories,” said Kolodzinski. “The addition of Snosuit makes Frabill's ice fishing product offering even more comprehensive. If it's for ice fishing, Frabill makes it.”


Snosuit founder Chris Leonard will stay on to guide Snosuit's research and development process. 


“Snosuit is built from the ground up,” said Leonard.  “Every feature is developed organically, from scratch. We design and engineer garments based on direct input from anglers in the field.”


“Our motto is 'Trusted Gear Since 1938',” said Frabill CEO Jeff Marble. “Snosuit brings with it that same pride in brand that we believe in at Frabill.”


Frabill's ice fishing product mix consists of portable ice fishing shelters, rod and reel combos, tip-ups, bait containers, portable aeration and other related accessories. Open water products include landing nets, portable aeration, bait containers, bait care, bait traps and seines, and other accessories.