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Leading French lure supplier reveals ambitious export growth plans


A top French fishing lure supplier has announced plans to dramatically double its sales outside of its homeland within two years.

Ultimate Fishing says that its plan is also to be present in all Western European countries through exclusive sales representation or the formation of subsidiaries. The move comes following the appointment of Christophe Garcia – formerly with RIVE and Pure Fishing –  as its Export Director last year.

The company’s Yannick Cordier (main picture) added that Ultimate Fishing has enjoyed a successful year with sales growing 33% since the pandemic. “We are experiencing strong growth and have opened new offices and reinforced our sales team in various European countries.

He revealed the brand’s plans to Angling International after attending the Osaka Fishing Show in Japan for the first time in three years. “It was very important to meet our suppliers face-to-face, rather than through video conferencing,” he said.

“The show was less spectacular than usual and some of the big brands were missing, preferring to meet in hotels around the fishing event venue or in showrooms in Osaka. However, they were all in the city during the duration of the show. The mood was positive, although all of us remain cautious with regard to the economic conditions and insecure events in Europe, but suppliers, wholesalers and distributors are upbeat about the forthcoming season.

“Everyone is faced with the same problems – large inventories after COVID, inflation and rising prices – but our exchanges allowed everyone to understand better specific situations and reassure ourselves about the future.”

Cordier added that the Osaka show is traditionally a barometer of the trends to come from the Japanese market and often a forerunner when it comes to new fishing techniques. “I also take advantage of our meetings to discover new products from our suppliers and to strengthen our commercial ties,” he said.

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