Rapala VMC Corporation

Fishing success makes fishermen loyal to brands, and Rapala VMC Corporation has brands for all kinds of fishermen.

Equipment matters to fishermen. Catching fish proves the product performs and makes fishermen loyal to the brand. Because performance counts so much, brands are more important in the fishing tackle business than on average.

Brand loyalty leads to repurchase, which is significant because in fishing small purchases are made regularly– fishermen always need new lures, lines, and hooks. To keep fishermen happy, brands need to come up with new successful products consistently. The Rapala Group’s R&D excels in innovation and technical expertise continuously developing its products.

With a broad brand and product portfolio, Rapala VMC can cater to all kinds of fishermen. A single brand cannot offer the complete package, so Rapala VMC has brands at different price points dedicated to specific fishing tackle products such as lures, lines, or hooks.

Rapala VMC also distributes third-party brands from the top of their segments, adding to what the Group can offer. By having winter fishing, winter sports, and third-party outdoor products in their portfolio, Rapala VMC can make the most of our distribution network outside the traditional fishing seasons. The portfolio is balanced with minimal overlap, and it includes both high-end and entry-level products. Their broad portfolio makes them a significant partner for retailers, and it is also easy for retailers to take on other brands and products that Rapala VMC distributes.