Mustad loves the lure of LiveTarget

Norwegian-based tackle brand O Mustad & Son has acquired LiveTarget, the Canadian lure company forged with a unique brand identity as a premium lure manufacturer, designing products with proven profiles and biomimetic colour patterns.

As an important player in the North American sports fishing bait market, LiveTarget premium quality lures and strong brand represents a valuable acquisition for Mustad.

Kenni Riise, CEO of O.Mustad & Son, revealed: “LiveTarget is an exciting addition to the Mustad brand portfolio. [Our] core values of innovation and top-notch customer experience are perfectly aligned, making this acquisition a true catch for Mustad. Mustad and TUF-Line welcome the fitting next addition to the group.”

This strategic partnership, following the acquisition of TUF-Line in 2019, takes O Mustad & Son yet another step forward as a global complete sport fishing product provider.

While overseen by Mustad, LiveTarget’s ongoing development of premium freshwater and saltwater lures will continue under the firm’s co-founders Grant Koppers and Vic Cook, whose direction will preserve the brand DNA.

“Partnering with Mustad to develop new LiveTarget products, while accelerating growth of the entire product line, is a thrilling opportunity,” stated Koppers.

“With this new union, anglers will find outstanding hooks, lures, and lines all in one place. Mustad’s deep history and industry-leading products complement the commitment and pure passion for fishing found in LiveTarget lures.”

LiveTarget prides itself in producing an extensive offering of hard baits, soft baits, hollow bodies, wireframes, swimbaits and spoons – all with thorough anatomical detail and realistic actions. Ten ICAST ‘Best of Category’ awards over the course of ten years support claims that the LiveTarget product development team are at the top of their game.

“I can’t say enough about how excited we are about this partnership,” noted Cook. “We had other partner opportunities for LiveTarget but we chose to unite with Mustad because of the obvious synergy. Partnering with a hook manufacturer allows us to take our products to the next level with fully custom hooks, delivering uncompromising Match-the-Hatch appearance and action.”