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GSM Outdoors enters rod market with major acquisition


GSM Outdoors has entered the rods market with the acquisition of Phenix Rods, describing it as ‘the perfect brand to lead the category with.’

California company Phenix was established in 1977 and produces rods for both the freshwater and saltwater markets.

It joins brands like Big Bite Baits, Gary Yamamoto, Steelshad, Bill Lewis, Buckeye Lures and Cuda in the GSM portfolio of more than 40 fishing, hunting and shooting brands.

“We were looking for something special to be our flagship brand when entering the rod category,” said Crispin Powley, GSM Senior Vice President of Fishing. “There was zero doubt or hesitation that Phenix was the one when the opportunity came about. This brand has a legacy and tradition that is second to none. It’s a unique and superior product that we can’t wait to put our resources behind.”

Edward Castro, CEO of GSM, added: “The previous ownership has done a tremendous job and I feel certain that we can elevate Phenix even more through design, innovation and our distribution channels.”

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