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BREAKING NEWS: Pure Fishing makes shock purchase of Svendsen Sport


Pure Fishing, the world’s largest supplier of fishing tackle, has acquired leading European supplier Svendsen Sport in one of the most astonishing acquisitions the industry has ever known.

Pure Fishing confirmed the deal just minutes ago after Angling International was given sight of a letter written to trade customers from Pure Fishing’s Commercial Director for Continental Europe, Jan Mertens. The move means that Pure Fishing, which already has 19 brands, has added Savage Gear, Prologic, MadCat, Water Wolf and DAM to its massive portfolio of brands.

Angling International had heard whispers of the acquisition a few weeks ago but can only now break the news. The full transcript of the letter reads:

Dear Customer
We are delighted to announce that Pure Fishing recently completed the acquisition of Svendsen Sport. The acquisition of Svendsen Sport further strengthens the company’s position as a global leader in the growing recreational fishing industry. The purchase gives us several well-
known and widely distributed brands in the European market, broader sales coverage, and complimentary product development and marketing capabilities to deliver against the company’s global expansion goals.

Through the acquisition of the Svendsen Sport business, Pure Fishing will obtain leading brands including Savage Gear, Prologic, MadCat, Water Wolf, and DAM, and add over 180 people to the team in Europe. We understand you may have some questions regarding this, however at this early stage it is very much business as usual. Please continue to work with your relevant contact, whether that be Svendsen, or Pure Fishing related.

As we work together with the Svendsen teams, we will keep in touch with all our valued customers to make sure your business is supported and continues to grow, our goal is to make any potential changes as seamless as possible and continue to offer best in class service.

Yours sincerely,
Jan Mertens
Commercial Director Continental Europe

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