Rapala increases stake in 13 Fishing

Rapala VMC Corporation and James Coble, current majority shareholder of DQC International, which manufactures and markets 13 Fishing rods and reels, have agreed that Rapala VMC will increase its ownership of the Florida-based company to 60 per cent.

Rapala VMC introduced 13 Fishing freshwater, saltwater and hardwater (ice fishing) rods and reels to markets outside the United States following the 49 per cent acquisition of DQC International in 2019.

Rapala VMC will continue to invest in the marketing and product development of the 13 Fishing brand with the plan of building brand loyalty for it among retailers and consumers around the world, including the United States.

Under the agreement, Coble will maintain a 40 per cent stake and continue as 13 Fishing’s Chief Executive Officer with a key emphasis on building the brand and driving innovative products into the worldwide market.

The amalgamation of 13 Fishing’s and Rapala’s product ranges will maximise mutually beneficial distribution and operative synergies.

DQC International Corporation president James Coble said: “Rapala is one of the largest players worldwide in our industry. Where 13 Fishing excels in branding, product development and innovation, Rapala excels in driving operations and sales.

“Joining forces in the US and leveraging Rapala’s vast knowledge and customer base will allow 13 Fishing to rapidly accelerate growth in the US market.”

Lars Ollberg, president and CEO of Rapala VMC Corporation, added: “For almost four years we have been selling 13 Fishing products outside the United States. Now is the time to join forces in the US, in which market Rapala’s operational excellence will truly accelerate the growth of the 13 Fishing brand.”

“13 Fishing already has a proven record of building a dynamic brand and developing innovative products. It has managed to successfully wedge itself into the world’s most competitive fishing tackle market in a relatively short time.

“We are confident that combining our industry knowledge, industry-leading global distribution network, and understanding of the various fishing tackle markets with James Coble and his team’s agility, innovation, and other capabilities, we can grow 13 Fishing into a worldwide rod and reel player.

“I have full confidence in the partnership with James Coble and 13 Fishing, which will grow as a core brand of the Rapala family of high quality fishing brands.”