Restructure for Pure Fishing in German market

Following its acquisition of Svendsen-Sport in 2022, Pure Fishing has finally completed a series of changes to its sales team and operations in Germany, Austria and Switzerland (DACH).

The sales team will be led by new sales manager Toni Wiese (pictured above), who has been working in the tackle trade since 2009 and was formerly Svendsen Sport’s key account manager, taking over national management in March, 2023.

One of his recent tasks was to help with the optimisation of both Pure Fishing and Svendsen Sport sales organisations. He is also a passionate angler and a current member of the German national Blackbass team, which was recently runner-up for the world title in Portugal.

Toni said: “It is a great honour to be able to manage the distribution of such traditional brands as DAM, Berkley, ABU Garcia, PENN, Savage Gear, Mitchell, Prologic, JRC, Greys, Plano, Shakespeare and Hardy from now on. I have known and used many products from these established brands since I was a child.

“It was also clear to me from the outset that we would have to continue with two separate sales organizations in German-speaking countries. The target was to build a new motivated and good, balanced team to create a breath of fresh air in our market. Initial successes confirmed this immediately after their introduction. With the now combined team, we are very confident about our ability to better service your needs and a great future, together."

The two sales offices have also merged. The former Svendsen-Sport office in Georgensgmünd was closed in December 2023, with back-office functions, including customer service, now located in the offices of Pure Fishing Deutschland GmbH in Frankfurt am Main.

The firm is currently recruiting for additional customer service team members there.