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New Grundéns partner in Finland and the Baltics welcomes ‘fantastic’ products


Grundéns clothing and gear will now be widely available in Finland and the Baltics following the appointment of Bonge Oy to manage distribution, sales and marketing.

Bonge is a second generation family business specialising in products for leisure and outdoor activities and has its offices and showroom in Lauttasaari. Grundéns joins a portfolio of top brands introduced to Finland by Bonge Oy since its foundation in 1988.

“Bonge has a solid track record supplying high-end outdoor products,” said Janne Mahlamaki, Grundéns General Manager EMEA. “They already have 100-plus customers within the fishing domain and dedicated sales personnel with fishing industry knowledge.

“With Bonge we get more than just distribution. They have an in-house marketing department and a wide range of ambassadors and partners. They also have active field sales in Finland and the Baltic countries and a high quality showroom in Helsinki.”

Kitty Teeriaho (pictured), a partner at Bonge said: “The partnership feels very natural since both companies have a long history, common values and a hunger to bring fantastic fishing products to the market

“Grundéns longevity, innovative technologies and environmental consciousness fit perfectly with our own ideology.

“Our aim is to bring Grundéns gear and know-how to anglers and to build strong brand awareness. Although we already serve fishing retailers with some great fishing brands, we have been aiming to deepen our presence in fishing because it is so popular in Finland. We are surrounded by sea, have thousands of lakes and have over 1.5 million anglers.”

Grundéns designs, develops and manufacturers technical and traditional waterproof clothing and footwear for a diverse range of users including recreational anglers, fishing guides and professionals. Its extensive product range covers four categories – freshwater fishing, saltwater fishing, fly fishing and commercial fishing.

Grundéns European office and showrooms are located in Borås, Sweden’s textile capital, while the company’s headquarters are in Poulsbo, Washington State, US.

  • Grundéns has also boosted its commercial fishing operation with the appointment of Trond Gjerde, Sales and Product Manager for Frøystad A/S, as its Norwegian commercial fishing channel distributor. “I am confident that our customers will appreciate the qualities of Grundéns products,” said Gjerde. “The focus going forward is to retain Grundéns’ existing customers in the Norwegian market, while simultaneously introducing its products to new customers.”

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