Lars Ollberg (left) and James Coble

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Rapala VMC Completes Acquisition of 13 Fishing

Rapala VMC Corp. has bought James Coble’s remaining 40 percent shareholding of DQC International, the owner of the 13 Fishing rod and reel brand.

“We have now come full circle and Rapala will enter full-time into the U.S. rod and reel market,” said Lars Ollberg, president and CEO of Rapala VMC Corp. “Rapala has already set its highly qualified, nationwide sales force on ‘full alert’ to start business Jan. 1!

“The time is right to start selling this innovative brand as the market slowly normalizes following the COVID uncertainties. 13 Fishing already has a proven track record of building a dynamic brand and developing innovative products. In a relatively short time, it has successfully wedged itself into the world’s most competitive fishing tackle market. We thank James Coble for creating 13 Fishing with such passion and wish him all the success in reaching new horizons in his career.”

The 13 Fishing brand and products are unique in that they offer a refreshing alternative to standard market staples. Within this diverse brand portfolio, 13 Fishing offers freshwater and inshore rods and reels and is a market leader in the dedicated ice fishing market.

The acquisition offers Rapala VMC the opportunity to consolidate 13 Fishing into Rapala USA and continue to strengthen the company’s market position within the U.S. market. Rapala’s global manufacturing and purchasing strength, backed with a proven U.S. distribution center and supply chain, offers retailers world-class service they can count on. In the U.S., Rapala VMC Corp. has one of the largest sales and distribution networks covering every corner of the U.S. market. Utilizing the market expertise and positive relationships fostered by the Rapala USA sales team will clearly place 13 Fishing in the market position it deserves.

This dynamic brand and its innovative products will be driven by Rapala USA’s proven marketing and 13 Fishing’s product development team. Rapala VMC invites retailers to reach out to its Normark U.S. and Rapala sales team representatives to learn more about this exciting new development for Rapala VMC and 13 Fishing.