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GSM Outdoors continues foray into fishing sector


A US hunting and shooting giant has continued its move into the fishing sector with the acquisition of a well known lure brand.

GSM Outdoors has taken over the Bill Lewis Rat L-Trap brand of baits. It follows its first acquisition in the sector of Gary Yamamoto Custom Baits late last year. At the time its Vice President of Sales, Zach Henderson, told Angling International it was working on several additional acquisitions.

“I can’t overstate how excited we are to add Bill Lewis to the GSM family of brands,” said Crispin Powley, Vice President of Fishing at the company. “From the legendary Rat L-Trap, which almost all anglers have had success with, to the more legendary offerings such as the MD series, this is an iconic brand that has been incredibly influential throughout the fishing industry.”

Powley added that the Bill Lewis brand has been built on decades of proven results and the future looks even brighter. “We consider it an honour to steward the Bill Lewis brand and legacy and intend to focus our resources and synergies towards ensuring that the future is just as successful as the past.”

“GSM Outdoors has a rich history in the outdoor space. We are honoured to be expanding our presence in the fishing market with this renowned brand and look forward to providing our customers with superior quality products and product innovation for many years to come,” said Eddie Castro, CEO of GSM.

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