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Distribution deal expands Mustad’s European fly hook reach by 20-fold


Mustad has expanded its European fly hook reach by 20-fold following a new distribution agreement which began on September 1st.

The iconic Norwegian hookmaker has partnered with Flyfish Europe to offer tackle across the region’s fly fishing market.

Flyfish Europe distributes respectable brands in the segment all over Europe and has added Mustad as its first hook brand. As a result of this major venture, fly tyers will find Mustad’s legendary hooks available in local shops everywhere across the region.

Since Mustad began hook production in 1877, fly hooks have been a large part of its selection. Its iconic styles recently received a refresh with the Heritage Fly Hook series, released with new technologies and sustainable packaging.

“Mustad’s fly hook reach will be expanded 20-fold with this agreement,” said Eddie Payton, Marketing Manager EMEA. “The angling passion, fishing knowledge and industry relationships that the Flyfish team have established are irresistible to the Mustad brand. We look forward to exceptional growth in serving retailers across the region.”

Founded in 2002, Flyfish Europe exclusively supplies the market with 15 high-end fishing brands that include Simms Fishing Products, Bajio and Scott Fly Rods.

With the recent announcement of cooperation with premium tying feathers expert Whiting Farms, Flyfish Europe has added another piece to the puzzle to reach both crafts – tying and hooks.

“We are thrilled to introduce Mustad fly hooks to our repertoire,” said Flyfish Europe Managing Director Jarle L Kristiansen (below). “The brand strength and high quality products are iconic among fly fishermen and women, giving us a running start. Our connections and dedicated experience in fly fishing will give Mustad hooks the edge when introducing them to shops and end-consumers.”

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