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Fishing eyewear supplier signs deal with Scandinavia’s largest specialised retail chain


A Swedish fishing eyewear supplier has signed a major distribution agreement which gives it access to Scandinavia’s largest specialised retail chain.

Leech Eyewear has made what it describes as an ‘important step’ by partnering with Jaktia, part of the Burdock Outdoor Group of companies, which has coverage in Denmark, Norway, Finland and Sweden.

Co-owner and COO of Leech Eyewear, Jimmy Åsedal (above), told Angling International that the move gave it access to Scandinavia’s largest outdoor chain. “We will get closer to the end-user and that is important in this sector. Our brand will also get more coverage throughout the Nordic regions with local store representation.”

Åsedal described Jaktia as a ‘must have’ brand for Leech. He explained: “Jaktia is a very well known brand in the Nordics. I did business with it when I ran a company selling weapon cabinets. So when I decided to change to the fishing and hunting sector it was a ‘must have’ to continue our collaboration because I know its value to the market.”

Leech Eyewear has been designing and producing polarised sunglasses for the niche sportfishing market since 2012 and is a growing brand that has distribution in 20 countries, mainly in Europe.

“Distributors are a very important business partners for us because they have specialised knowledge of their home markets. We are looking to grow in more countries. We have been looking at North America for some time, but we are mainly focused on Europe at this stage.”

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