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Foundation Outdoor Group poised for European growth


With its newly developed European headquarters, Foundation Outdoor Group is taking steps to elevate its presence across the continent.

The business purchased custom fishing rod industry leaders American Tackle and Mud Hole Custom Tackle last August and then secured its new headquarters facility in Halmstad, Sweden in November. Between the build-out of the workspace and staffing up to meet the growing demand for outdoor fishing and tackle goods, the newly formed subsidiary, Foundation Outdoor Group Europe AB, has taken an aggressive approach toward its goal of increasing its market position.

Core Business

Foundation is the premier supplier of fishing rod and tackle crafting components, supplies, equipment and instruction. The company owns brands including American Tackle, MHX, CRB and ProProducts and can source additional brands for fishing rod companies across the globe. It prides itself on providing major manufacturers and OEMs with product and rod designs, marketing support and even distribution solutions from a team of industry veterans and professionals. With its investment into Europe, Foundation says it is taking its focus on customer service and one-to-one relationships to the next level.


The 2,100 square metre Halmstad location, with nine-metre ceilings, offers a state-of-the-art warehouse and distribution centre to support the European market. This includes loading docks, grade-level loading, pallet racking and the ability to support both FTL and LTL shipments. The space also includes executive and sales offices and suites, a newly designed sales floor and showroom – and even a multi-media studio to develop in-house marketing content.

The facility is also ideally and strategically located in the port city of Halmstad to support intra-Europe commerce and international distribution. Foundation says the end goal of creating and maintaining a direct position in Europe is to provide reduced shipping times and reduced costs to customers, enabling Foundation to better service – and grow – its broad European distribution network.

With local staffing providing keen insight into emerging markets, the facility will also help increase development of Euro-centric product lines, adds Foundation. In the long-term, Foundation is also looking to further develop the custom rod building market in Europe.

Staffing Up

To support the European growth strategy, Vice President of Operations, and industry veteran, Gary Benney has been working to build-out the Halmstad offices and has also focused on developing a management team that will meet and exceed Foundation’s goals.

The organisation recently brought onboard Rafael ‘Rafa’ Llaneras (pictured) and Martin Bergman to grow sales and the distribution networks in southern and northern Europe respectively. Both Rafa and Martin are avid tournament anglers with deep roots and expertise within the fishing rod industry. In addition, Benney has welcomed Tobias Nilsson to manage the Foundation’s EU warehouse and distribution centre, Phillip Truong as Marketing Manager and Johanna Svalsten as Administrative Assistant. 

For more information regarding Foundation Outdoor Group’s products, service and capabilities contact info@foundationoutdoorgroup.com

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