Pure Fishing Inc., announced the acquisition of Svendsen Sport, a supplier of fishing tackle in Europe and owner of the Savage Gear, Prologic, MadCat, WaterWolf, and DAM brands.
Pure Fishing said the acquisition adds several widely distributed brands in the European market, broader sales coverage, complimentary product development, and marketing capabilities that enable Pure Fishing to deliver against its global expansion goals. This acquisition is the fourth for Pure Fishing in three years under the ownership of private equity firm Sycamore Partners.
“We are proud to add Svendsen Sport, its portfolio of exciting growth brands, and its talented people to our team at Pure Fishing,” said Pure Fishing CEO Harlan Kent. “The sport of fishing continues to see strong growth around the world and the acquisition of a company with a proven track record of innovation and brand-building gives us complementary capabilities to position our business for continued success as a global leader in fishing.”
“Our Svendsen team has worked very hard over the last few years to create award-winning new products and build market-leading brands on a scalable platform,” said Hans Maasbøl, CEO, Svendsen Sport. “We are proud that we have doubled the turnover during Maj Invest Equity’s ownership, and at the same time significantly improved profitability.”
Through this acquisition, Pure Fishing will obtain leading brands including Savage Gear, Prologic, MadCat, WaterWolf, and DAM, and add over 180 people to its team based in Europe.
Closing terms for the sale were not disclosed.
Pure Fishing’s brands include Abu Garcia, All Star, Berkley, Fenwick, Fin-Nor, Frabill, Greys, Hardy, Hodgman, Hooker Reels, Johnson, JRC, Mitchell, PENN, Pflueger, Plano, Sebile, Shakespeare, SpiderWire, Stren, Ugly Stik, and Van Staal.