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Rapala VMC takes full ownership of 13 Fishing


Jim Coble, the founder of 13 Fishing, has sold his remaining 40% shareholding in DQC – the brand’s owner – to Rapala VMC.

Rapala has been part-owner of the Florida company since 2019 when it announced at ICAST that it had taken a 49% stake in the dynamic business. Earlier this year it increased its shareholding to 60%.

“We have come full circle and will enter full-time into the US rod and reel market,” said Rapala President and CEO Lars Ollberg. “Our nationwide sales force is already on full alert to start business from January 1st.”

Coble started 13 Fishing in 2012 and it quickly became known for offering a refreshing alternative to standard market staples. Its diverse portfolio includes freshwater and inshore rods and reels and it is a leading supplier of ice fishing gear.

The consolidation of the company will strengthen Rapala’s market position in the US. It has one of the largest distribution networks in the country which, combined with its manufacturing and purchasing power, along with existing sales relationships, should considerably elevate 13 Fishing’s presence.

“The time is right to start selling this innovative brand as the market slowly normalises following the COVID uncertainties,” said Ollberg. “13 Fishing already has a proven track record of building a dynamic brand and developing innovative products. In a relatively short time it has successfully wedged itself into the world’s most competitive fishing tackle market. We thank James Coble for creating the business with such passion and we wish him all the success in reaching new horizons in his career.”

The brand will be driven by Rapala USA’s marketing team and 13 Fishing’s product development team.

Picture: Lars Ollberg (left) and Jim Coble.

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