Lew’s Holdings announces new name for its ‘family of brands’ that includes Fox and Salmo

Lew’s Holdings, parent company of the Lew’s, Strike King, Fox, Matrix, Salmo and Fox Rage brands, has changed its name to Rather Outdoors. The move is designed to present a globally united front for the family of brands from 2021, says the South Carolina company.

“While we appreciate and want to continue to recognise the unique qualities of each of our storied brands, we also felt it important that we are represented to our industry partners and customers in the same manner in which we view ourselves, and that is as one family,” explained CEO Ken Eubanks.

“The Rather Outdoors family of brands is proud of their individual histories and accomplishments, and excited about the future growth of the organisation. While the name has changed, the combined dedication to providing anglers across the globe with innovative and reliable products remains a constant and focused priority for the Rather Outdoors family of brands.”

Lew’s was founded by Lew Childre in 1973 when he launched the first Speed Spool reel. Childre died in a plane crash in 1977 and the company was run by the family until being acquired by Browning in 1989.

It was purchased by Lynn Reeves in 2009 and acquired by the Peak Rock equity firm in 2016. Peak Rock subsequently acquired Strike King before the business was bought by BDT Capital Partners in June last year, soon followed by the acquisition of Fox International.