Rapala VMC Corporation (Rapala) is a leading fishing tackle company and the global market leader in the fishing lures, treble hooks and fishing related knives and tools. The Group also has a strong global position in other fishing categories and it is one of the leading distributors of outdoor, hunting and winter sport products in the Nordic countries. The Group has the largest distribution network in the industry. The main manufacturing facilities are located in Finland, France, Estonia, Russia and China. The Group brand portfolio includes the leading brand in the industry, Rapala, and other global brands like VMC, Storm, Blue Fox, Luhr Jensen, Williamson, Marttiini and Sufix.
Rapala’s business organization can be divided to manufacturing and distribution and, on the other hand, into six different product lines: Lures, Fishing Hooks, Fishing Lines, Fishing Accessories, Third Party Fishing Products and Other Products. The Group core business is fishing tackle business, which is represented by five of these product lines.
Rapala is an undisputed market leader in hard-bodied lures, metal lures, treble hooks and fillet knives. The Group is also strengthening its global position in Accessories and especially in Fishing Lines. Other Products includes products, like hunting and winter sports equipment, which fit well into Rapala’s distribution network in the Nordic countries and smoothen the seasonality of the fishing tackle business.
Rapala’s strategic objective is profitable growth. This strategy is founded on three sub-strategies and established strengths: a unique manufacturing, sourcing and R&D platform including e.g. the world’s largest lure factories in Europe and China, a leading global distribution network in the fishing tackle industry and a strong brand portfolio with several leading brands.
