Pure Fishing buys key Plano products

One of the world’s largest fishing tackle companies, Pure Fishing, has completed a deal to purchase Plano Synergy Holdings, the firm behind a string of fishing, hunting, archery and outdoor products.

However, Pure Fishing has immediately offloaded the hunting and archery accessories brands to GSM Outdoors, which already occupies a significant space in that market sector.

The tackle giant, based in Columbia, South Carolina, USA, will retain the iconic Plano and Frabill brands to complement the company’s existing footprint in the global fishing market, along with its storage and fall storage business, as well as the Creative Options and Caboodles brands.

This strategic acquisition is the third for Pure Fishing in two years under the ownership of private equity firm Sycamore Partners.
Pure Fishing CEO Harlan Kent revealed: “This acquisition allows Pure Fishing to continue to build upon its leading position within the fishing industry, something that remains a priority for the company.

“By selling the archery and hunting accessories brands to GSM Outdoors, already a leader in the hunting and outdoors industry, we have created great brand alignment for both companies, which allows each of us to play to our own unique strengths.”
Through its purchase of the Plano Synergy archery and hunting accessory brands, GSM Outdoors adds Wildgame Innovations, Ameristep, Tenzing, Zink, Halo Optics, Flextone, Avian X, Evolved, Barnett and Zero Trace to its existing portfolio of 33 hunting- and shooting-related brands. This acquisition is the fourth for GSM Outdoors under its partnership with Gridiron Capital.
GSM Outdoors CEO Eddie Castro added: “We are thrilled about the acquisition of the best-in-class Synergy Outdoors brands which will significantly enhance GSM’s offerings.

“This allows us to continue to add significant value to our retailers and ultimately end consumers as we strengthen our one-stop-shop offering.”
Closing terms for each sale have not been disclosed.