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Pure Fishing EMEA head reveals exciting digital plans


The man charged with re-establishing Pure Fishing’s leadership in the EMEA region has provided a tantalising insight into his company’s plans.

In an exclusive interview in the latest issue of Angling International, Managing Director Kjell Clefjord talks of ‘exciting digital plans’ that will drive increased revenue and help the grassroots initiatives of its retail partners to deliver tangible participation results. He also talks of how buying behaviours have convinced him to shift more marketing spend into digital.

Clefjord was appointed CEO 18 months ago after spending most of his career in the print and office supply industries. He says that changing the company’s culture was among his priorities. “We had a lot of good individuals but the culture was divide and conquer. This was tolerated and even encouraged.

“My first goal was to encourage a culture of collaboration and shared success. Now the teams are working well together and I have no doubt this team is a winning one.”

He says that other areas where he has made a difference include increasing the product pipeline, initiating a successful in-store strategy and reversing the decline in some regions.

See the full interview with Kjell Clefjord here

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