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Michael Unger leaves fishing industry after 40 years


Michael Unger, formerly with Hardy, Pure Fishing and DAM before becoming International Sales Director at Svendsen Sport, has joined Outfit International, a German manufacturer of apparel, footwear and equipment for the hunting market.

Unger, who has been in the fishing industry for 40 years, has become Regional Sales Director at the privately-owned Danish company, which owns the Härkila and Seeland brands.

Unger’s departure from Svendsen came soon after the acquisition by Pure Fishing, which also parted company with Svendsen CEO Hans Maasbol, Director of Product and Marketing Thomas Sanotra and Head of Product Development Robert Valkeneer, among others. 

“When a company is acquired there is often some restructuring and it was clear to me from the beginning that I might not continue at Svendsen,” said Unger. “However, it still came as a surprise that it no longer needed my services.

“I have received some good offers in fishing, but there are not many positions available at the level I had at Svendsen. I am proud to have received those offers, but in the end I decided that the whole package offered by Outfit International, including future prospects, was the best for me.

“The company is planning to split its two brands into two sales forces. I have had experience of that before and the complexities it involves and I believe I can help with that process.

“The hunting and fishing markets have similarities and share the same customers in many places.”

Unger believes this will probably be his last move, but does not entirely rule out a return to fishing. “I want to be here for the foreseeable future,” he added. “But I would never say never. If a fantastic opportunity came along I may consider it.”

Outfit International is headquartered in Greve, Denmark, just 15 minutes from Svendsen Sport. It also has an office south of Munich in Germany.

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