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YakAttack gears up for growth with new appointment


YakAttack, the manufacturer of kayak fishing accessories, has turned to the retail sector for its new Vice President of Sales.

Joe Butler was previously owner of Black Creek Outfitters, in Jacksonsville, Florida, which in 2015 was named Most Innovative Retailer by the Grassroots Outdoor Alliance.

He will be responsible for developing and overseeing all sales channels for the Virginia company, including its retail network, OEM relations and e-commerce outlets.

“Deep in YakAttack’s DNA is an attention to detail in the design and manufacturing process that is a true differentiator,” said Butler, who has 30 years’ experience of business development and water sports retail.

“Its authenticity and brand awareness in kayak fishing accessories is second to none. I am excited to be in a position to [….] collaborate with our retail network and OEM partners to drive growth, innovation and profitability across all channels.”

YakAttack has made significant investment in the last year as it prepares for substantial growth. “In a rapidly changing retail environment, Joe’s experience will be critical in helping us continue to develop and strengthen our distribution network,” said YakAttack’s CEO, Luther Cifers.

“We see significant opportunities in specialty retail and big box distribution, as well as the manufacturing arm of our business. Joe is uniquely suited for this opportunity.”

Black Creek Outfitters closed its door in March 2022 after 39 years in business.

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