Lew’s Holdings Corp. said that in an effort to present a globally united front for the family of brands, it plans to transition from Lew’s Holdings Corporation to Rather Outdoors in 2021.
Lew’s Holdings was founded in 2017 with the merger of two fishing brands in the U.S. — Lew’s and Strike King families. In 2019, the Lew’s Holdings portfolio grew again with the acquisition of Fox International and its range of European brands.
“While we appreciate and want to continue to recognize the unique qualities of each of our storied brands, we also felt it important that we are represented to our industry partners and customers in the same manner in which we view ourselves, and that is as one family,” said CEO Ken Eubanks. “The Rather Outdoors family of brands is proud of their individual histories and accomplishments and excited about the future growth of the organization. While the name has changed, the combined dedication to providing anglers across the globe with innovative and reliable products remains a constant and focused priority for the Rather Outdoors family of brands.”
The company’s brands include Lew’s, Strike King, Fox, Matrix, Salmo, and Fox Rage.
Photo courtesy Rather Outdoors
