Key changes to move Rapala VMC forward

Tackle giant Rapala VMC has made major changes and appointments to its global management team as it focuses on growing both existing business and new market opportunities.

The company says that the current overstock situation created in the aftermath of Covid-19 appears to be improving while more markets are opening up.

Its One More Turn strategy is designed to identify key areas of profitability while allowing it to be flexible and reach swiftly to market changes.

It also aims to identify and make greater efficiencies in production and processes, improve the customer experience and involve employees in more decision making as well as utilising the skills of outside experts where appropriate.

Last year’s launch of the CrushCity soft plastic lures has gone down well and the company is looking to invest further in the massive North American market, allowing it to become more competitive.

Meanwhile, it will look to gain more market share in Europe while using a localised approach to determine specific product lines for Asia, South America and Africa.

The updated Global Management Team charged with taking forward includes Chief Financial Officer Jean-Philippe Nicolle, who has taken on the role of Chief Operating Officer, responsible for business performance, finance control and internal auditing.

Miikka Tarna, who has been with the company since 2010, replaces him as Chief Financial Officer, stepping up from deputy.

After six years with the business, Tuomas Akkanen joins the Global Management Team as Executive Vice President, Head of Group Supply Chain and Winter Sports.

Päivi Ohvo, formerly head of HR and managing director of Marttiini Oy, becomes Executive Vice President, Human Resources,

Tuomo Leino has been appointed Executive Vice President, General Counsel while Joni Tuominen is named as Executive Vice President, Global Business Development and IT.

All report directly to Rapala VMC president and Chief Executive Officer Lars Ollberg, who said: “I want to congratulate new Global Management Team members for their appointments. I [also] want to remind everyone of the work ahead. This team, together with the robust, experienced and professional local managers will ensure the success of Rapala VMC in the years to come.”

Among the many brands in the Rapala VMC Corporation roster are

Rapala, VMC, Sufix, Storm, Blue Fox, Luhr Jensen, Williamson, Dynamite Baits, Mora Ice, StrikeMaster, Marttiini, Peltonen and 13 Fishing as well as Okuma in Europe.

It posted net sales of €274 million in 2022, employing around 1,500 people in approximately 40 countries.