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Grundéns continues expansion in European fishing market


Fishing apparel, footwear and gear manufacturer Grundéns has named Dennett Outdoor as its new distributor in the UK and Ireland, continuing its expansion into the recreational angling market.

It is Grundéns’ third distributor deal in the last six months. In May it announced Moris Distribution as its partner in the Czech Republic and Slovakia, while in late January it confirmed that Bonge Oy would handle distribution, sales and marketing in Finland and the Baltics.

The appointment will meet an ‘increasing need for a partner with a solid sales force, next-day delivery capability and marketing resources to support growth in the regions,’ says the Scandinavian-based company.

“This decision to partner with Dennett was made with both heart and head,” said Janne Mahlamäki, General Manager EMEA for Grundéns. “Cousins Aaron and Mark Gamble have built an incredible business culture for the UK and Ireland tackle market, earning the trust of the best retail partners and suppliers.”

© Cameron Karsten Photography photographs Grundens’ 2023 warmwater collection in Ambergris Caye, Belize

Dennett Outdoor was founded in 1992 by Alexander (Lexie) Gamble and is managed by his son Aaron and nephew Mark, who jointly commented: “We are excited to join forces with Grundéns, a brand synonymous with quality and innovation.

“Our team is dedicated to ensuring that Grundéns products reach a wider audience in the UK and Ireland, enhancing the fishing experience for both professional and recreational anglers.”

Grundéns originated in Sweden and is now active in more than 30 markets in North and South America and Europe. The company has a long-standing history in the UK and Ireland, dating back to early export operations from Grundsund in the early 1900s.

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