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Pure Fishing introduces new sales structure in DACH region


Pure Fishing has announced a new structure for the DACH region of Europe (Germany, Austria and Switzerland) following its acquisition of Svendsen Sport.

The world’s largest fishing tackle supplier acquired the Danish company – owner of brands that include Savage Gear, Prologic and MAD – in February 2022.

In February this year a restructured sales team headed by Toni Weise (pictured) was put in place. Weise has been working in the German fishing industry since 2009 and is a former Key Account Manager at Svendsen. Since the acquisition, he has been working on the optimisation of both the Pure Fishing and Svendsen sales teams in the region.

He said: “It is a great honour to be able to manage and distribute such traditional brands as DAM, Berkley, Abu Garcia, PENN, Savage Gear, Mitchell, Prologic, JRC, Greys, Plano, Shakespeare and Hardy from now on. I have known and used many of these established brands since I was a child.”

Weise is an accomplished angler and is a current member of the German national Blackbass team.

“It was clear from the outset that we would have to continue with two separate sales organisations in the German-speaking countries. The target was to build a new, motivated and good balanced team to create a breath of fresh air in our market.

“Initial success confirmed this immediately after its introduction. With the team in place, we are very confident in our ability to better service the needs of the region and enjoy a great future together.”

The two sales offices have been merged with the closure of the Svendsen operation in Georgensgmünd in December last year. The back office functions, including customer service, is now located in the premises of Pure Fishing Deutschland GmbH in Frankfurt am Main.

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