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Livingston Lures expands reach beyond USA to Europe and Canada


Livingston Lures – the US brand that boasts the groundbreaking EBS technology that replicates the actual sounds of baitfish – is planning a huge expansion of its portfolio.

The Texas business says it will increase its line-up of predator, bass and saltwater baits for the priority European and Canadian markets and is also launching four news lures at this month’s ICAST show in Orlando.

The brand has big ambitions for Europe and is set to recruit 100 new regional pro-staff throughout the region who will be fishing for Livingston on local lakes and rivers, exposing anglers to the brand and its EBS Baitfish Sound Technology.

Erick Arnoldson, VP Sales and Manufacturing at Livingston Lures, told Angling International: “National pro-staff like Randy Howell, Jacob Powroznik, Pete Maina, Steven Paul and Steve Herbeck have been instrumental for product exposure, with Howell’s 2014 Bassmaster Classic win putting the brand on the map.

“By using pro-staffers we are able to show and demonstrate our lures. Having the right people out there will make a huge difference.”

Since launching Livingston Lures on the European stage four years ago, Arnoldson says he has been excited by the response. “The going has been good as we make inroads into a totally new market. Our new partner Visdeal – one of the largest internet traders in the region – sold out of its first consignment of lures, while OGM Fishing in Spain has reported growth of 20% this year and is expanding into saltwater.”

Arnoldson added that new distributors in Bulgaria, Greece, France and the Netherlands are also expected to come on stream this year.

New baits for ICAST

Livingston Lures will be to looking to add to its dealer network across the US when it visits ICAST in Orlando, Florida. And to appeal to the bass-hungry market across the US, the Texas business is launching four new lures for the booming sector.

The Plopmaster (above) is a topwater bait with an interchangeable tail size configuration; and the Vapor 50 Deep Plus is a bait with a custom circuit board lip. Also on show will be the Jerkmaster 121 Deep Plus (below) and the Vapor 50, a bait equipped with an aluminium squarebill.

Erick Arnoldson added: “We are looking forward to ICAST – a show that will kick off a very busy rest of the year for us with visits to Angling International LIVE in Budapest and then the Berlin Expo. Getting the Livingston Lure message across to the European market is very important to us and the shows will play a major role.”

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